My friend, you seem glum.

Okay, so you’re not on Google page one. Yes, it’s a struggle to be a small distributor, these days. When buyers search for food service equipment providers, their screens flash with bigger, more recognized competitors.

Hey, that’s them. You do you and become the radiant supplier that restaurants desire. 

Content marketing lights up your brand by distributing useful articles, images, audio and video to engage the ideal audience. That valuable content is what boosts foodservice supply sales.

Revenues will increase when ready, willing and able buyers trust your brand as an indispensable source for restaurant equipment and supplies. 

And here you are letting that opportunity expire like a two-for-one spa Groupon. 

So, let’s look at :

Five ways to revitalize your brand with content marketing that boosts foodservice supply sales

 

1 Become a Unique and Premium Brand

Mr. Rogers was right on: You are special. We all are. So, what’s your unique value proposition (UVP)?

If you’re not sure, Forbes offers tips to help refine your UVP. Think about your products, services and staff. What intrinsic skills and knowledge lift you above the rest and power you to empower your clients?

• Experience in a particular foodservice segment?
• Specialization in a particular category of equipment?
• Insight from team of foodservice veterans? 
• Exclusive access to a particular technology or service?
• Success stories from a satisfied book of business?

By translating your UVP into content that solves your target buyers’ problems, your company becomes integral to their success. Here’s the best part:

You’ve increased your value above your unremarkable competitors. Think about it: What is free shipping worth when you helped readers decrease operational costs and increase productivity ?

The reward goes beyond earning readers’ business. Satisfied buyers sing your praises by word of mouth (or click of mouse) to help you …

 

2 Become a Recognizable Brand

Organic Traffic beats paid traffic with a killer ROI that costs relatively little and grows exponentially. 

Content drives traffic to your door, naturally, because content marketing is relationship building. You knit your brand personality into a network of human connections that help readers find you, share your content and boost your exposure with

• Search engine optimization (SEO) for words foodservice operators use
• Links and backlinks with respected web authorities in the foodservice industry 
• Calls to action (CTA) to comment, like and share on foodservice related forums 
• Collaboration with respected authorities in the foodservice industry 

The result is low-cost marketing that boosts organic traffic like a dynamo. 

True, for better or worse, Google updates affect your ranking on search engine results pages (SERP). Currently, ranking is more difficult, and keywords with a high commercial intent (e.g.; “steam-jacketed kettle”) outperform organic results.

All the more reason to gain buyers’ trust long before they go shopping. Then, when the time comes, they’ll skip Google and go straight to you.

“Be their supplier before they need your supplies.”

As your content flourishes your brand gains credibility, empowering your company to …

 

3 Become an Authority Brand

Flash and fame trump facts and figures. Between two identical products and prices, the recognized brand gets the sale. 

And let’s face it: Most foodservice equipment suppliers appear identical.

So, how to get recognized? Be different and better by providing authoritative content:

• Expert information 
• Proof of claims
• Actionable Content
• Delivered promises

These ingredients build authenticity which leads to shares and earned brand equity.

This isn’t easy. To attract and reassure readers in the foodservice industry takes experience, research and skilled writing. Restaurant pros smell a fraud like spoiled shellfish and have zero time for platitudes.

But dull content won’t shine, either. Ever hear of a summer blockbuster documentary? 

“Highly consumed content is fun content.” 

When done right, the prize for the heavy frontend work is increased traffic to your website and meaningful engagement with prospects. 

You develop a following and are well on your way to …

 

4 Become a Trusted Brand

Hobart equipment outlives most restaurants. Those who understand don’t waste time comparing brands. They just buy it. Because they trust the name. 

You can’t buy faith. But good news, my friend: Neither can competitors. 

Instead, you can earn it with helpful content. Help your audience appreciate your value: Target the right buyer with solutions to help them succeed. Then overdeliver.

• Respect is gained by giving actionable solutions. 
• Integrity comes by delivering on your promises. 
• Honesty is appreciated when you screw up. 

That last one is critical. Hey, we all make mistakes. Just own it and make it right. That will satisfy the buyer’s need to feel safe.

Your reward for providing that comfort and security is their loyalty and acceptance of your asking price. Because of course it’s worth the price — It’s your brand’s product.

Now, you’re on your way to perpetual bliss because a trusted brand can …

 

5 Become a Lifetime Brand

Grandpa was an MP ripping around World War 2 on a Harley Davidson. Once home, he built his own butcher shop, literally brick by local brick. Later, he parlayed his expertise into a civil service position, assuring quality US meat products. 

And Grandpa would buy only Toyotas. True story. 

Imagine earning that respect, even before your customers need the equipment. 

That’s easy at this point, because your content strategy adapts to customers’ needs with empathy and innovation to as they progress from prospect to buyer. You succeed with a customer-focused content mission: 

• Ask
• Listen
• Improve
• Deliver

And that’s the power of a dependable brand: Delivering consistent value — helping customers feel safe and see success — draws loyal fans from slipping icons. 

When you achieve the status of lifetime brand and keep improving, you become legendary.

 

Claim Your Success

But, my friend, please don’t sabotage profit by leaving your strategy to employees inexperienced in content creation. You won’t save money. At best, you waste resources. Worse: You can damage your reputation and repel prospects. 

Content marketing is self perpetuating: You prosper by helping others prosper who return to further prosper from the new help you offer.

And not just any others. 

Great content also boosts foodservice supply sales by raising the quality and quantity of your prospects through proving your premium brand across the internet. 

Hey, just look at you — you’re shining brighter, already.

 

Want to revitalize your brand to legendary status with content marketing? Stay tuned for more weekly articles.

Click here to schedule a chat. I’d love to help your business grow. 

 

Thanks for reading!

 

Rocco