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A key arm of your business, a key arm of the business that you’re getting into is the marketing, the marketing of. If you’re in this sublet model, the marketing of your kitchens to the customers you’re going after or if you’re going into the food production model, the marketing of your food stuff to the local area to try and generate that demand, which you can save, then you can then supply the product to a variety of different channels that you can go after to implement your marketing in. And we’ll go over a few of these now, just so you know, the kind of thing that’s involved in some of these different channels. First up, we’ve got SEO search engine optimisation. Now, this is a longer lead time kind of marketing is the sort of thing that you invest in over time and it pays dividends down the road. So it is worth getting started with SVO early on in your business’s life. But don’t expect amazing results for a good nine months, a year possibly of decent effort. And what do we mean about search engine optimisation? That’s basically getting to the top few positions of Google for searches which are relevant to your market and to your product. So this is we’re talking about here. If you are in a particular town, then it’s you want people who are searching for your particular brand of your particular foodstuff in a specific town. You want your stuff to come up on top. How do you go about doing that? So one thing you need to be doing is you need to be optimising your menu titles and descriptions. So the titles of your foods, the way you describe them, you want to be including terms that people are going to be searching for. They either know your brand or they don’t. If they don’t know your brand, then what are the sorts of words that they’re going to be typing into Google to try and find you or that you would be the best answer to that question? You ought to be adding those words or weaving those words into the titles of your foodstuffs and to the title and the descriptions underneath. It’s important that if you are selling across multiple brands or if you’re selling across multiple cuisines, that you create a specific menu for those brands or for those cuisines. So don’t lump them all together. The reason being is because Google divides up its knowledge of the world into topics Google kind of knows in a sort of scary, artificial, intelligent way how the world is divided up or how different things sit and into different topics. So you want to show to Google that all of the stuff that you are offering is relevant to a particular topic. So Google, for example, will know about Chinese food. And so if you mix and match your menu to have Chinese and Indian and Thai and everything else, someone who is searching specifically for Chinese food, Google won’t show you very high up the rankings because you are not specifically that menu does not specifically talk about Chinese food. You would be better ranked if you had a menu that talk specifically about Chinese food. When someone search for Chinese food. So you just make sure that you’re creating specific menus and that you’re keeping stuff to topics or structures that people understand. So people understand Chinese food. People understand different regional cuisines and they expect to see those regional cuisines to be in the same place or foodstuffs from those cuisines to be within the same menu. Another good way of getting search traffic to your site or generating good returns over a long period time is to have regularly add content to your site. This has to be relevant content continents relevant to you and your brand relevant to the feedstuff. Google likes to see the more content you have, the more chance you have to be found in search. And Google likes to see sites which are regularly updated that contain interesting things which cause people to visit you in the first place and then stick around for a period of time. So you’re to be updating your blog section or article section of your site with interesting content on a fairly regular basis. I’d say weekly or biweekly, something like that in this market. Local searches are very important. So Google splits the world up into general searches and local searches, general searches being if you’re talking about what is cheese? That’s quite a general search. But if someone’s searching for Chinese food in my town, then that’s a local search. They’re only interested in results from their local area. And the way that Google helps surface these results, oftentimes when you search on Google for something like that, you’ll see a map that will pop up with some results on there. It will give a special list, that bump to the top of the results with results, with specific local results. The way that works is with what’s called Google my business account. That’s a particular product that Google has. You can sign up for it. And in there, you put in all of the details, your business. Where your locale is, you’re opening times. Things like that, the better you Google my business account. The more you’ll be promoted within the local area. So spend some time on that and make sure that it’s good. Another way of improving your SEO is by exchanging content with other sites who are in the same industry. So you want to be reaching out to other people who are have sites or blogs or YouTube channels, things like that, around the same industry that you’re in. So it could be around the same cuisine. People who are talking about the same cuisine that you’re selling, people who are talking about restaurant reviews, things like that, and try and provide them with content and get them to provide you with content and then crossing that content. So you put their content up on your site and put a link back to them and try and encourage them to put your content up on their site and get a link back to you. It’s these back links, as they’re called, are the sort of main currency of SVO. The more high quality Bucklings you can get, the better your search position is likely to be. So spend a little bit of time and effort trying to get your content on other sites and other people’s sites onto yours. Another area of marketing, another channel is performance marketing. Now, this is basically when you are creating paid advertising campaigns on either social media, places like Twitter, Facebook, Pinterest, places like that, or on search engines. So you can get ads, Google ads, for example. You want to concentrate mostly on image based ads where you can see in this market. It’s a very visual market. People want to see the food they’re buying. They want to be enticed by the food they’re buying. You wouldn’t have viewed photos of your food. You would have enticing photos of food. You want to be very visual. And so some of the platforms that you want to concentrate on are probably going to be the more visual platforms. So Instagram, Pinterest, Facebook, obviously Facebook, the main Facebook news feed also allows for images in there, as well as video ads. So concentrate on image based ads. Another little tip here is on a lot of these platforms. You can actually target your ads in very distinct and defined ways. One thing that’s good to do here is to target your ads to a particular geographic area. Now, that’s called usually either geo targeting or geo fencing, depending upon what platform you’re using. So you want to make sure that your ad is going out to those people who are actually able to buy your food because they’re in your catchment area. If you show an ad to somebody outside your catchment area that’s wasting money, in essence, so where you can make sure you target your ads down to the specific area that you’re trying to sell to. Another thing you can do is put up video ads on platforms like YouTube. You can also obviously do it on Facebook and on Instagram as well. Video ads, again, much like images are good. The reason why question mark here is because they take a lot more effort than image ads. They can be more expensive to produce. So the risk reward or the cost benefit of that might be slightly different view, depending on where you are in your business lifecycle. But if you do have the marketing budget to try it out, then it is worth experimenting with it. You might get a better bang for your buck with that. It would just cost more upfront and take more effort.
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