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2020 has changed the field of nutrition. During the pandemic, many institutions were left without customers and began to deliver food to the house. Services, services with such a service began to appear, but it is still difficult to adapt to the catering catering. To stay aboard, you need to build a comprehensive marketing strategy using different tools. The competition is enormous, you need to act right now!
Why is one channel of promotion or tool in a food delivery strategy – not enough?
Buying is almost always a way, not a one-time action. You need 5-7 touch with the brand to make the user your client.
Touch points are any place, interfaces and situations in which the client interacts with your company or consumes information about you. In online it is a site, accounts in social networks, contextual advertising, communication with the client.
There are 7 points of touch:
No one has noticed you: usually this happens the first time.
You may be noticed or remembered.
They's sure to remember.
They'd think they've seen it somewhere.
They will be will be reminded and will be remembered for “thinking”.
The chain of actions will shopify website design begin to line up: they will write, call, start looking to ask questions related to products or services.
The client will do something with the information received.
*Subsional list, suddenly a potential client will stop at 4 steps and decide to make a purchase.
In ZIEX there are customers for the development of which we used several promotion channels at once: the site, Instagram account and contextual advertising.
It works like this:
The client sees advertising on Instagram, he is interested, he subscribes to an account or retains a post.
Later returned to this issue. Starts looking for something specific, sees the site in the issue, remembers that he saw in Instagram. He already has the effect of recognition and trust.
Goes to the site, and if everything fits it, buys. And maybe close again (after all, he can make a purchase decision 3 months). And then go to the site again, but already on contextual advertising.
The point is that wherever the client is, no matter how much he doubts, our offer will always find him.
Food delivery is an area in which it is impossible to re-recreate all marketing from one order. Imagine what check the customer should have so that you can rebound all costs!
What to do? What tools do we propose to include in the food delivery promotion strategy?
You have 2 main tasks:
Attracting new buyers who do not yet know about you.
The transformation of those who made 1 order into regular customers.
We have divided all online marketing tools to deliver food into 2 stages:
for 1: site + SEO + Configure contextual advertising;
for 2-nd: maintaining accounts in social networks + setting of targeted advertising, creating a mobile application, e-mail newsletters and notifications in messengers.
Each of these tools is aimed at different audiences and has certain features of use. We talk about them in more detail to understand what you will have to deal with.
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發表於 2024-11-7 14:22:11