Here's How to Market Your Way to Success
But before I jump into the details, let me explain: My name's Trip, and I'm helping brewers of great beer market their way to their dreams.
Listen, things are difficult now; times are changing, and you've got to pivot and adjust.
Think about it: Does it make sense to continue to do the same things, things that are not working? Then, hope that things will change.
But what if you could make tactical changes, position your business, and market your products better? That makes the most sense to me.
Here's something you probably don't know about me: I've got a free newsletter designed to help craft brewers succeed.
Here's the lowdown: I see many craft brewers leaving money on the table. And it's not your fault. You make great beer, but you may not have the marketing expertise needed to navigate these new conditions.
So, I want to show you how to market your way to success!
How can you beat that?
Here's what I'm doing for you; I'm sharing how these 18 marketing concepts provide you, the craft brewer, with a pathway to success.
But that's not all… I'm also helping you use these marketing concepts, and it doesn't require much time or effort to generate enormous results!
If you're thinking this is not anything special, think again! These marketing concepts are enough to change the trajectory of your business.
Today, I want to highlight and discuss your website, which I have included in the online portion of my map to success.
You see, there are two parts to an effective website structure: design and content.
Listen, if you're starting from scratch, put your content together first, then let that guide your design.
On the other hand, if you've got a website already, let's improve the content, that's going to increase your sales and revenue.
Here's your first move when it comes to content: Start with your homepage and think of the big picture. Then, in the other various pages and sections of your site, you can do a deep dive into various topics.
Here's what I mean: The homepage is broad strokes, and then in your subpages, you give them all the details.
For example, let's say you brew four different types of IPAs. You could mention that on the home page, but because it's an important part of your overall business, you also have an IPA subpage. Then, under this IPA subsection, you have four more pages, one dedicated to each of your four different IPAs.
Does that make sense? That's what I mean by deep dives into critical areas.
Here's the scary part: I see brewers making the most significant website mistakes on the home page. Your home page needs to be built in the same manner that a reporter reports a story.
If you think I've lost it, hold on. It's going to be crystal clear in a moment. From a reporter's standpoint, a good story provides the who, what, where, when, and why.
A good craft brewer's home page must also provide the same 'who, what, where, when, and why'.
Let me show you how this works and how to structure this content into your website:
The Who—your name, prominently displayed near the top, is easily seen on a desktop and a phone.
I've got to tell you my social media feeds me loads of different craft brewery websites, and I visit many of them. This is the second biggest error I see.
Listen, I'm not kidding; I've often clicked on a craft brewery's website and can't figure out its name or other vital elements!
The result? I'm now tasked with looking for your name. I click on an image of a can or scroll up and down the page because I've missed something.
Nope!
OK, do you think it's an intelligent general business idea to make it difficult for visitors to gather the information they want and need?
Of course not, but I see it's a regular problem!
The What - should be tied closely to your name on your website. For example, if I had a brewery, you click on my website, and your eye would be immediately drawn to the name Trip's Brewing, my brewery's Who.
Right under the name, my what needs to be there, for this imaginary example, my What is, Brewing Fine Pilsners and Stouts Since 1899.
Don't lose the powerful result of this simple twist. Now, a visitor knows I'm not brewing coffee or kombucha; they know that I'm a beer brewer. I've provided them with a tree-top perspective of what I have to sell, and since I've been in business for 125 years, there's an implied level of competence and performance tied to the business's longevity.
Don't fall into the analysis by paralysis syndrome here. Keep it clear, keep it simple, and do it with the fewest words possible.
That's how to do both The Who and the What.
Now, let's talk about where I see the most prominent mistakes; honestly, it surprises me. The Where… it relates where are you? I want to know!
So many brewer websites need to tell visitors where they are! I don't know if they are close to me (I know all my local breweries) or if this brewery is on the other side of the country.
Please understand this important concept. These websites are a glaring example of design over content. The homepage may be pleasing to the eye, but it doesn't deliver the key things the visitor needs: style or substance!
Don't fall into the trap of thinking that this is not important to you because you don't have a taproom or tours. That's not the case. From the beginning, Miller High Life clearly let people know that they brew their beer in Milwaukee.
I know you know, but just about everyone on the planet knows Budweiser's headquarters is in St. Louis.
Let me help you. Your physical location on your homepage can be directly under your What, and it needs to be centered at the bottom of your home page.
And, very importantly, your physical location needs to be on every subpage on your website, centered and at the bottom, in a size no smaller than that used in the paragraphs on your pages.
Let's get into the revenue-generating part of this:
Put your exact address at the bottom of every page.
Make it bold.
Link it to Google Maps.
Now, someone wanting to visit you will see your exact address in bold at the bottom (it's eye-catching). Because it is linked to Google, it's underlined, and I know with one click, I'm now navigating to your location!
Of course, this is important for a taproom or tour, but it's also vital for every brewer! If someone wants to visit you, let them!
Yet, a shockingly high percentage of craft brewers' websites must tell you where they are.
This is costing you money - full stop - no doubt.
If this is you, get it fixed right away!
Let's wrap up the reporter concept with the last two elements your homepage needs: The When and The Why. I envision this content taking up the bottom third of your home page.
Let me be more specific. This content should include an upcoming event, onsite or offsite, when you have tours or any standing events like a food truck Fridays, music Tuesdays - put all of these types of activities and their details, anything that would interest a potential customer, and of course, you've tied in The When they are happening.
Last but not least, let's consider The Why; for most breweries, this message is best delivered through images.
Let me explain why I feel this way. The Why is the same for almost every brewer, The Why is: we have great beer served in a great place, which delivers a great time for you, and your friends.
I'm assuming your Why is similar, and this message is powerfully delivered when you 'show me.'
But if you've only 'told me,' then it's a weak message.
Seriously, put some thought into this. Great images deliver an amazing Why, but it's more challenging than writing a sentence or two.
For instance, find the best pictures you have, pictures that tell your Why. In the future, have someone regularly take photographs at both events and occasions, as well as an ordinary Thursday evening. So, in a short amount of time, you will have hundreds and hundreds of pictures. Now, you can sort out the best pictures that deliver your Why: people together, having a great time, with some of your products (beer, food, merch, glassware) visible.
Are you starting to see how your products are incorporated into images of people in your location (or at an event) having a great time and powerfully delivering your Why?
Yes, taking pictures (whether it's you or someone working for you) takes time.
But I promise you, the time spent taking and selecting the images to deliver a strong Why will pay you back a thousandfold!
Now, you need to sit down, clear your head, and view your home page as if you're a new potential customer who knows NOTHING about you, your establishment, and your beer.
Here's what's going to make the difference: With a critical eye, you need to determine if your home page is properly delivering the Who, What, Where, When, and Why. And by critical, I mean you're looking for errors. You're not giving anything on your homepage the "benefit of the doubt."
If it might need changing… it needs changing now!
The other thing you need to do, if you still need to do so, is sign up for my newsletter. This way, I can deliver marketing tips and ideas directly to you in-depth! Information that has both the ideas and ways to implement them, so this year will be your best year ever!
See you there!