Article courtesy of guest bloggers from Intellitonic
As your brand plans its 2019 marketing initiatives, there are several important questions to keep in mind: What products or services will you promote? Which audiences will you reach out to, where, and how? The beginning of the year is also a great time to take a look at what has worked best in previous years in order to set your key marketing goals.
Providing accessible, trustworthy, and clearly labeled non-GMO products gives people something of vital importance: the power of choice. Each new organic and non-GMO alternative is important, but equally important is letting consumers know your products are out there. Learn how to get the word out using the SEO tactics that digital marketing experts use every day.
Ways to Start Your 2019 Digital Marketing Plan
How to Find Demographic Data
A key search engine marketing (SEO) tactic is matching the ad to the audience. If you already have a Facebook page, use the data to get a snapshot of your demographic. Does your following fall around a certain age? Is your fan base proportionally more women or more men? Looking through the comments can provide insight into why your fans love your product. They may be parents looking for safe alternatives or athletes taking care of their bodies. With this information, you can create a message that will better resonate with your fans and create a larger, more devoted following.
Where to Reach Out
Every social media site has a different purpose. Use this to your advantage with targeted advertising. For a primarily consumer-based audience, reach out with Facebook ads honed to your demographic. If your services are geared more towards other businesses, place an ad on LinkedIn. Pinterest and Instagram are a great place to interact with consumers engaged in the non-GMO conversation. Google Ads holds a more neutral ground, but can reach the right audience with careful research and maintenance.
Introducing Keyword Research
A crucial step in online marketing is keyword research. Keywords are words and phrases people use when searching Google (and other search engines). For example, someone shopping for a non-GMO milk may search “non-GMO milk” or “non-GMO dairy.”
People seeking information about GMOs most often search “GMO pros and cons,” “why are GMOs bad,” and “are GMOs safe.” To find non-GMO foods in general, the most popular search is “non-GMO foods.” Customers often search for exactly what they’d like to purchase (e.g. “non-GMO cereal” or “non-GMO tortillas”) Customers also search “non-GMO project verified” 320 times a month on average, so get your brand on the list!
Further, searches for “GMOs” and “are GMOs safe” spike during growing and harvest seasons. Planning your informational ad campaigns around these times can help inform your audience.
How to Use Keywords
Now that we know what keywords are, how might a brand utilize them to market their Non-GMO Project Verified products? Once you narrow down a list of keywords, carefully integrate them into all of your digital marketing assets. Keywords belong in your:
- Press release titles (New Non-GMO Cookies From Tucson, AZ)
- Your image alt text* (non-GMO green bean casserole)
- Your meta descriptions** (Research reveals GMO pros and cons. Discover GMO concerns in new report)
- Sprinkled throughout your website pages (Our mission: safe, non-GMO foods in every refrigerator).
*Alt text verbally describes image content to search engines and people who are visually impaired.
**Meta descriptions describe a website page’s content in 1-2 sentences. They appear in Google search results to entice searchers to click on their result.
Once you have done all you can to embed keywords into your website, use them to brainstorm blog topics to attract additional readers and search engine activity. Use your blog to spread awareness, celebrate successes, and engage fans in a search engine optimized way.
Which Social Media to Use for What
Each social media site has a different sort of discourse. Instagram, Twitter, and Pinterest use #GMO to spread GMO awareness; use the same hashtag to draw an interested crowd.
- Instagram can be a great place to drop light-hearted pictures, whereas Pinterest can be a bit more creative and link to additional information (e.g., recipes).
- Twitter is the best place for short yet bold statements to get users excited to repost.
- Facebook is the place to share videos, stories, and anything that takes more than 10 seconds to read. It doesn’t make as much use of hashtags as other social media, but a tag or two won’t hurt.
- LinkedIn is the place to capture a corporate audience. If your clientele is primarily businesses, communicate what you offer and how it benefits your clients in a clear but catchy manner.
To summarize, online digital marketing is all about using the right keywords to reach the right people. Your keywords will vary based on your specific products and services, but will generally contain your company location and either “organic” or “non-GMO.” Facebook, Instagram, and Pinterest are great for reaching consumers, LinkedIn is for communicating with businesses, and Google Ads can be honed to reach any audience.
For more information about getting your brand’s Non-GMO Project Verified products in front of the right audiences, posting a press release on our website, or approval of marketing materials, please contact our Marketing Team. Best wishes on your 2019 marketing year and a huge thank you to Intellitonic for providing this post!