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Web Marketing Guide for the Food and Beverage Sector

Navigator developed a practitioner-oriented Online Marketing Guide for managers in the Cypriot food and beverage sector. The Web Marketing Guide is intended for managers of food and beverage companies. It provides an overview of the basic architecture of a successful web marketing presence. This Guide is intended for a non-technical audience: the user does not need to be an expert web designer or online marketer to use it.

 

Navigator developed a practitioner-oriented Online Marketing Guide for managers in the Cypriot food and beverage sector.

Today, the Internet is an integral part of business life in the food and beverage sector. Even if producers do not have the capacity to sell online, the internet is crucial for branding, customer relationship management, positioning and communications. Without a well thought-out online marketing strategy and the tools to support it, any food and beverage company will lose out to its national and international competitors.

The Web Marketing Guide is intended for managers of food and beverage companies. It provides an overview of the basic architecture of a successful web marketing presence. This Guide is intended for a non-technical audience: the user does not need to be an expert web designer or online marketer to use it.

Rather, the Online Marketing Guide helps to understand the roles of different aspects of the web marketing process, from designing a website and commissioning a web designer, to deciding whether to invest in online advertising or search engine optimisation.

The Web Marketing Guide is split into chapters, reflecting the sequence of different steps the user will take in the process of developing the online marketing activities. These are:

 

Chapter 1: Online Marketing and Sales Strategy

  • Key Digital Marketing Facts

  • Relating Corporate Strategy to Online Strategy

  • Customer Segmentation and Content Tailoring

  • Online Strengths and Weaknesses Management

  • Online Competitor Benchmarking

  • Basic Competitiveness Criteria for Digital marketing

     

Chapter 2: Designing a Dynamic Website

  • Structuring a Content Management System (CMS)

  • Sample CMS Fields

  • Designing your Sitemap

  • Sample Sitemap for the Food & Beverage Sector

  • Basic Graphic Design and Navigation Structure

  • Working with External Web Designers

 

Chapter 3: Introduction to Search Engine Optimisation

  • Principles of Search

  • Google Webmaster, Google Analytics and Google PageRank

  • Keyword Management & the Google Adwords Keyword Tool Finder

  • Strategic Keyword Analysis

 

Chapter 4: On-Page SEO

  • Optimising Website Text

  • Website Page Titles and Meta Tags

  • Image ALT Tags and Graphic Images

  • Domain Name and URL Structure

  • On-Site Page Linking

 

Chapter 5: Off-Page SEO

  • Website Traffic Management

  • Incoming Links / Backlinks

  • Directory Listings, Comments

  • Press Releases, Articles, Blogging and Content

  • Newsletters and Email Management

 

Chapter 6: Social Media Promotion

  • General Principles and Objectives

  • Facebook

  • LinkedIn

  • Google+

  • Twitter

  • Photo Sharing Sites (Pinterest, Instagram, Picasa)

  • Content Sharing Sites (Slideshare)

  • Video Sharing Sites (Youtube, Vimeo)

 

Chapter 7: Other Applications

  • Google Maps

  • Google Webmaster Tools

  • Google Analytics

 

Chapter 8: Managing for Results

  • Developing a Strategic Monitoring System

  • Return on Investment (ROI) Management

 

In using this Web Marketing Guide, managers have the opportunity to either develop detailed plans and tools for their companies, or to understand the basic requirements and performance needed, in case they want to subcontract or delegate key functions.

This Guide has been developed with the benefit of 17 years of online marketing and due diligence on internet start-ups, as well as the operation of the Navigator Entrepreneurship Charter and our own range of online start-ups.

Navigator has presented over 25 strategic training programmes on internet marketing in Cyprus, including a joint online training programme with Cretan and Cypriot food and beverage producers, as well as a specialised online training programme for Cypriot wineries. We have seen the sector evolve over the past years, and are honoured to have worked with some of the leading companies in the sector.

For more information please contact Philip Ammerman on pga@navigatorconsulting.com.