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3 Steps to Optimize Your Customer’s Journey 3 Steps to Optimize Your Customer’s Journey

Written by Emily on September 6, 2022

Emily / September 6, 2022

It’s important for vending companies to understand a breakroom customer’s journey. Why? Because it is the key to attracting new business, matching a buyer with the right breakroom services, and closing a deal that will satisfy your customer for years to come.

If you’re looking to grow your breakroom services client list, try our 3 step process for success in the customer journey.

Step 1: Be Where Your Customers Are

Ask yourself this question: if an office or facility manager runs a Google search for ‘vending services near me,’ will they find your business? And if it does appear, where is it on the page?

Ideally, your vending business is a top result on the first page. That way all potential customers see it. But how does it get there? A great vending marketing plan is a good start.

However, there is more to effective vending marketing than just being seen on Google. Publishing blogs and articles will help reinforce your vending industry expertise and establish your company as a service leader. In addition, strong social media posts will help you establish a personal connection with potential buyers. It will also ensure you are top-of-mind to those looking for vending services.

Step 2: Anticipate (and Answer) Your Customer’s Questions

Over 90% of business-to-business (B2B) buyers conduct research online and the most popular resource is a supplier’s website. Does your vending website give potential customers the information they need? Many office and facility managers complain of a significant gap between the questions they have and what breakroom service providers share on their websites. Therefore, to win new business, you must provide potential clients with a website that is easy to navigate and filled with the information they want. It can really help to enlist a digital marketing specialist who knows what drives buyers and how to showcase your breakroom services to match.

Customer's Journey | Vending CustomerStep 3: Bring It All Together to Seal the Deal

Once you have the attention of your potential breakroom service customer, then what? How do you prove that you are the best choice so they reach out and ultimately sign a contract? The answer is ensuring everything comes together online to provide a great user experience. From powerful SEO to engaging content to lead capturing technologies, a full-circle approach is needed to showcase your business, interest buyers, and capture leads. When your outreach is seamless, informative, engaging, and complete, then it’s easy to close the sale.

Ready to enhance your vending marketing to impress customers? VendCentral is dedicated to assisting breakroom service providers with vending marketing, including enriching the customer’s journey. Contact us for help navigating online marketing and creating strong business leads.

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Podcasts – A New Vending Marketing Strategy To Try Podcasts – A New Vending Marketing Strategy To Try

Written by Emily on July 13, 2022

Emily / July 13, 2022

Podcasts have seen tremendous growth. Forbes reports that in 2021, there were 116 million people listening to podcasts monthly. That number shows signs of going even higher in 2022.

Can vending operators use podcasts to boost business? Yes! Read on to learn more about using podcasts in your vending marketing.

Why people listen

There are many reasons podcasts are increasing in popularity. One reason is screen fatigue. Starting in 2020 (Covid19), people began spending more hours on screens. This includes working remotely, streaming content before and after work, as well as scrolling through social media. It’s nice to have a break. Yet, people still want to be tuned in to what’s happening and be entertained. That is where podcasts come in.

Podcasts commute listening at home listening

As an audio-only medium, podcasts are the perfect choice for making the most of leisure or errand time. More than half (52%) of listeners are tuning into podcasts while doing things at home, according to The Infinite Dial 2017. Another quarter is listening to podcasts on the go, from commuting via car to walking around on foot. The versatility of when and where people can listen to podcasts is part of what makes them so attractive.  Plus, there is a podcast on nearly every subject. You can listen to one to boost professional development, be entertained, or explore a hobby. This variety in topics adds to podcasts’ overall appeal.

What to podcast

So how does a vending company break into the world of podcasts? A great way to start is by taking the digital content you already have and repurposing it for a podcast audience. Use the pages of your own website for inspiration. You could expand upon your origin story, company mission, and/or vision for the future in a podcast (all from your About Us page).

Another podcast idea is to discuss what’s new and trending in breakroom services. You might start by interviewing your employees. For example, what is it like to be a route driver in 2022? How have workplaces in your area changed in the past few years? Or, perhaps you would rather discuss how breakroom service technology is changing. You could report on the new services and hardware available along with how it benefits your vending customers and their employees. The sky is the limit on vending podcast topics. Try innovative food and beverage products, shifts in the way today’s workers are snacking, or anything that informs and educates listeners.

Get help from a host

When creating a podcast, a good host is invaluable. They can help guide the listener through the episode, add a level of professionalism to the finished product, and help you get your podcast published. Our talented friend, Cecil LeDesma, is an expert podcaster and can help you explore and create podcasts about a variety of topics that you or your business feel passionate about.

Podcasts are outside the box

Podcasts are not going away. Buzzsprout reports projections that listeners will exceed 160 million by 2024. This is a big reason for you to consider a podcast to market your vending business. It can help boost your brand and solidify your place as an expert. Most of all, it will reach an audience that could be potential clients.

There’s help along the way. VendCentral has been assisting breakroom service providers with vending marketing for decades. We can help you navigate the online marketing world to create strong business leads. Call (866) 699-8363 or email today.

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How Blogs Create a Deeper Connection with Customers How Blogs Create a Deeper Connection with Customers

Written by Jen on April 14, 2022

Jen / April 14, 2022

Operators and manufacturers are using blogs more and more to connect with customers, display their expertise, promote their breakroom products & equipment, and generate leads. 

There are many ways to keep blogs engaging for breakroom customers. But what types of content work well in a blog? Read on to discover ideas for incorporating interesting and relevant blog content into your digital strategy. And stay tuned until the end to learn one of the biggest benefits of creating blogs.

Answer FAQ’s

It is easy for breakroom operators to identify frequently asked questions when servicing their clients. Write blogs that can be used as a customer service tool for answering them. Consider sending these blog articles to your clients proactively to show you are in tune with their needs and have resources to help them.

Promote New Products & Brands

Use blogs to let your clients know you are working hard to keep your snack, beverage, and fresh food assortments new and exciting. Blog articles are an interesting way to explore new flavors, brands, and seasonal items.

Explore Breakroom Trends

The refreshment services industry is constantly evolving and there are always new ideas to share.  Blogs that identify and elaborate on breakroom trends are a valuable tool for your clients. They can also create opportunities for breakroom service and equipment upgrades. 

Equipment Information

Breakroom equipment is constantly innovating.  Write blogs that provide information on your most popular breakroom equipment – especially gourmet coffee brewers. These articles can help your clients maximize the use of their equipment and be helpful for troubleshooting problems too.

Industry expertise

Use blog articles as an outlet for demonstrating your industry knowledge. It will show you stay on top of what is happening in the industry and reinforce your company as a leader in refreshment services.

Build Trust

Blogs are a great way to establish a deeper connection with your clients, build trust, and enhance your company’s brand image. Use these articles to get a little personal. Share your company’s values, highlight outstanding employees, or explain what you are doing to contribute to your community. 

There are so many ways blogs can be useful for your breakroom customers. The added benefit? Blogs are one of the best ways to attract new customers and generate leads for your website. Blogs are often rich in industry keywords, improving your company’s SEO and search engine ranking. 

Marketing Blogs | Breakroom Operators | Digital Strategy

Blog articles published to your company’s website remain online far longer than any social media post. This means its content will continue to be helpful to your existing clients and effective in driving new website traffic for years to come.

VendCentral specializes in creating thoughtful and impactful digital marketing content for the refreshment services industry. If you would like to learn more about our marketing programs visit our website or call us at (866)699-8363

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Breakroom Operators: Let’s Improve Your Organic Search Results Breakroom Operators: Let’s Improve Your Organic Search Results

Written by Jen on March 31, 2022

Jen / March 31, 2022

Organic search is a top way for buyers to discover a breakroom operator’s products and services. It also allows them to understand who you are as a business, where you operate, and what current customers are saying about you. Your company’s organic search results cannot be improved through paid advertising.  Instead, achieving top ranking on search engines is the result of knowing how breakroom buyers shop online and how to influence your SEO. 

Keep reading to learn the tactics breakroom operators can implement to improve their organic search ranking and get their business, products, and services noticed online. 

What is Organic Search?

When a buyer enters a keyword or query into a search engine, the results they see are a combination of paid and organic search results.  After advertisements, organic search results are ranked in priority order.  If your website is fully optimized with industry-related keywords and content, it helps your SEO and allows your business to achieve higher rankings, gain organic traffic, and generate leads. Breakroom operators with high organic search rankings have a better likelihood of buyers of breakroom services finding their website.  

Compared to paid advertisements, organic search rankings cannot be bought. They are determined by the quality and quantity of your company’s online marketing content.

But what types of content benefit your SEO and what can you do to improve your company’s organic search rankings?

Business Listings | Social Media | Smart Website | Blogging

A smart website

Your website is the #1 tool to represent your company’s services online, generate leads, and close sales. Your website should host a wealth of content to support and promote all aspects of your breakroom services, including pantry service, micro-markets, vending, and office coffee. But your website’s design and its content not only affect the user experience, it also impacts your organic search rankings. That is why it is important for breakroom operators to create an SEO-focused website that ‘speaks the same language’ your buyers do.  A website with content that is rich in industry-related keywords and phrases specific to the refreshment services industry will make it easier for search engines to match your website with buyers searching for breakroom services.

Informative blog articles

Blogs are a great way to elaborate on topics of interest as well as highlight current breakroom trends.  Plus, blogs boost SEO by positioning your website as a source for relevant answers to prospective buyers’ questions. Blog posts that use a variety of keywords and on-page SEO tactics are recognized as more relevant and can give your business more opportunities to rank higher in search engines. Another benefit? Blogs help your business gain industry authority and trust with breakroom customers.

Social Media Content

Posting regular content to your social media platforms helps your company stay top of mind with existing customers and potential buyers of breakroom services.  In addition, having a social media presence helps increase your online visibility and supports SEO efforts to drive traffic to your website. Create posts with inbound links to your website and encourage those that engage with your content to click through.  This will increase your site’s popularity and credibility for organic search. Posts that tag relevant fellow businesses or clients will increase their exposure – and so will the likes they receive.  The more eyes on your content the better. You may even notice your social media profiles showing up near the top of online searches as well.

Online Business Listings

Finally, online business listings are important for SEO because they provide valuable information at a quick glance. Not only do they increase your visibility in local search, but they also increase your chances of ranking higher than competitors. Your business listing also provides a place for existing customers to review your breakroom business and drive more traffic to your website. 

Organic Search | Breakroom Operators | Website Ranking

Managing your online content to maximize SEO will help ensure your company ranks high in organic search and new leads discover your website.  Prospective buyers are looking online for breakroom solutions every day. When your website is optimized, potential customers have an easier time finding the breakroom refreshment products and services you offer and reaching out to you first.

If you’re a breakroom operator looking to improve your online presence and SEO, contact VendCentral. We are 100% focused on the refreshment services industry and develop results-oriented online marketing strategies for breakroom operators.

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