In the natural food industry, food waste is often in our daily conversations; what does your store do with its food waste? I can’t compost in my city; how can I lessen my food waste? Of course, I send over ripe produce to the deli!
Blogging is successful when it’s done right. It drives traffic, influences people, and develops that odd cult-like following. You’ve probably wondered if a blog could work for your store or maybe you’ve already decided that starting a blog is exactly what you need to do to grow your store’s business and customer loyalty.
Content marketing is the strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
In short, instead of offering products in your store that may or may not add value to your shoppers everyday life, you are delivering information that makes your shopper more intelligent. The framework of this content strategy is the belief that if we, as health food stores, deliver consistent, valuable experiences and information to our shoppers, they will be loyal shoppers to our store. Content marketing is focused on engagement, unlike other more transactional marketing strategies like sale flyers and brochures.
Knowing who your shoppers are and what they desire from your store, you can start to craft the base of your strategy. We are innately connected to our shoppers, just by the nature of our business model, but we don’t often take the opportunity to use that connection for more organic engagement.
Whole Foods (WF) has consistently been a leader in content marketing for several years. When you look at the complexity of their website, it’s easy to break down their strategy and see why their engagement level is incredible. It makes the lives of the users easier, less complicated, faster and healthier. What more could you ask for as a health food shopper? Let’s take a look at some of the strategies.
Whole Foods does not have much engagement on its Facebook page or other social media platforms. This is probably because customers are not allowed to use the spaces as ‘community spaces’ where they can post ideas, recipes, questions to other users or ideas. Our stores can easily provide that sense of community, something our shoppers crave, without adding much more to what we are already doing.
Having an overall checklist to follow when working on your social media content can save you a lot of time and empower more than just your marketing staff to post, blog, upload and share content. Here are the five areas you need to make your content valuable:
If you’re able to engage your shoppers with carefully crafted and curated content, you’ll quickly become the place to go for all their shopping and educational needs
Walking into a Whole Foods or a Loblaw’s is exciting for most people for so many reasons: the food smells simply incredible, the atmosphere is electric with the chatter of happy shoppers and the ring of the registers is almost soothing. These aren’t just circumstance - they are planned. Just like the floor you walk on and the perfectly lit product you race to.
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Reach 10,000+ natural health store professionals via CNHR Magazine. CNHR is delivered by Canada Post six times per year to virtually every health food store across Canada. Retailers are your true sales force. So, get your product into more stores and get them selling for you.
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Put CNHR’s many resources to work for you: Display ads, Product Profiles, Trade Talk news in CNHR Magazine along with Facebook, CNHR web page, podcasts, inserts, videos posted to our website, sending product samples to stores…we have the access to Canada’s natural health retailers. Put our many resources to work for your company and products today.