Client Background
A mid-sized food brand offering premium cooking ingredients and ready-to-cook packs wanted to expand its digital reach and increase product visibility. Although their offline presence was strong, their social media engagement was inconsistent, and branding was underutilized.
Objectives
The marketing agency was approached to:
- Build a unified social media presence on Instagram, LinkedIn, Twitter, and Google My Business
- Position the brand as a high-quality, daily-use household food solution
- Educate audiences about product usage, health benefits, and culinary ideas
- Drive website traffic and lead generation through engaging and interactive content
Challenges
- Low-quality visuals and inconsistent branding across channels
- Limited understanding of platform-specific content needs
- No engagement or community interaction despite good product quality
- Underutilized Google My Business listings, resulting in poor search visibility
Strategic Approach
Our marketing company crafted a specialized social media account management plan for the food industry:
- Built a content calendar with a mix of recipe videos, behind-the-scenes factory glimpses, and nutritional facts
- Used seasonal campaigns (festivals, diet trends) to make content timely and relevant
- Leveraged influencer mentions and user-generated content to build trust
- Enhanced GMB listings with product photos, offers, updates, and review management
Implementation
- Rolled out a platform-specific strategy: visual-first posts for Instagram, thought-leadership for LinkedIn, quick recipes and responses on Twitter, and location targeting via Google My Business
- Ran monthly campaigns like “5-Minute Recipe Challenges” and “Know Your Ingredients”
- Established brand tone and storytelling formats that could be reused and repurposed
- Scheduled regular posts and replies to build a strong digital rapport with users
Results
Within 90 days of implementation:
- 74% increase in organic reach on Instagram
- Website traffic via social media grew by 58%
- GMB reviews and interactions saw a 66% rise
- Direct message inquiries for distribution and bulk orders increased
Key Takeaways
- Targeted social media account management creates a meaningful narrative around food products
- Education-driven content helps convert interest into trust and purchase
- GMB optimization significantly enhances local reach
- A consistent marketing campaign can elevate product appeal and support lead generation
