Use the right language to reach foodservice buyers with a dynamic digital ecosystem that nurtures good leads.
If you’re serious about growing your business in foodservice, you need a dedicated website.
Here are 4 reasons why.
1. Tailored content and messaging.
A dedicated site allows you to be precise with your targeting, with everything from navigation to product detail and formats, to branded content created specifically for decision makers in the away from home space – people like operational leaders, chefs, dietitians, and so on. Think about how different a recipe might need to look to a foodservice operator versus an in-home consumer. Even the way you talk about the company might be different in a B2B-dedicated site than it would be in a consumer-facing one.
This doesn’t mean you can’t and shouldn’t cross-pollinate and guide users to experience the brand beyond the dedicated site. This can be handled with thoughtful user experience (UX) design and messaging.
2. Streamlined experience.
Foodservice customers can access relevant resources like product specs, case studies, recipes created to scale, and custom content, without navigating consumer-first content or getting confused over product formats and resources available to them. Having a dedicated space for away from home buyers also reduces confusion from consumers stumbling upon a product they won’t have access to.
3. Your site is the center of your digital marketing ecosystem.
A stand-alone site underscores the brand’s commitment to its away from home audience, signaling a deeper understanding of their unique needs.
We’re marketing in a digital world, so your site plays a critical hub-to-spoke role in supporting paid media campaigns, lead generation, sales enablement programs, email nurturing, insightful content systems (e.g. dedicated blog), ecommerce solutions, and more.
A foodservice-centric site allows your brand to breathe and function as its own scalable property, without having to compromise to suit consumer needs.
4. SEO anchor and conversion funnel.
As the primary landing destination for organic traffic, your site should be optimized with keywords, metadata, and content designed to rank highly on search engines and in accordance with what your audience is seeking.
Additionally, the whole site – not just a page or a section of the site – will likely be acting as a conversion funnel to facilitate the sales journey in many capacities. Thinking beyond brochureware is necessary to build a site presence that will enable more intentional brand engagement and pathways to buying.
By focusing on a single audience and establishing credibility in a specific segment, you can create content that increases time spent on the site, engagement, and conversion rates – all signals for the search engines that improve search rankings.
