All Fresh Broederstroom

Challenge

All Fresh is a Deli Style bakery, fresh fruit and vegetable retail business which opened its doors in late 2018. Being a brand-new entrepreneurial start-up, meant it had no digital footprint whatsoever, no website, no Facebook page, no social media, no brand awareness, no established customer base, absolutely nothing. Anyone who has started a business from scratch, especially a food retail business, knows it costs a lot of money to get it up and running. Hence the challenge was to get the business fully functional in the online world and to do this rapidly. Top priority for the owners was to aggressively drive the brand and derive much needed income from this.

Strategy

When absolutely nothing exists, the strategy needs to be simple and effective. First: we had to carefully identify to whom All Fresh would be selling their products. This would in turn inform the look and feel of the site and its content creation too. Second: we needed to be clear that this target market really wanted what All Fresh was selling (and they did!). The number one reason why most start-up companies fail is because there is no market need for what they offer. Third: be creative. We did not want their content to blend in with everything else’s. The way we wrote their content had to highlight their differentiation strategy (and it did!).

Approach

Using the Strategy, this happened action wise… Step 1: Build the website; Step 2: Write great content which helps drive initial SEO back-end work; Step 3: Leverage social media (Facebook, Google My Business, WhatsApp Group); Step 4: Branding awareness – let everyone know that All Fresh is open for business and that they stock fresh fruit and vegetables sourced directly from the market daily; Step 5: Value proposition positioning – let everyone know that All Fresh is in fact so much more than just a “fruit and veggie shop”, that it has a superb daily selection of prepared hot meals, a variety of fresh breads and rolls are baked daily and stocks many top-end local and international products (oils, flavourants, coffees, imported dry goods, vegan products, deli delights etc.). Step 6: Get feet through the door – curiosity! Step 7: Drive income.

The Process

Website Build · SEO Phase 1 · Google My Business · Facebook

Website Build

A premium theme which offers brilliant SEO back-end opportunity was used. The website colours chosen aligned with the dominant theme that “everything you’re seeing is fresh, healthy, sourced daily from the market and very good for you.” The site had to highlight the fresh-from-the-farm produce, the large variety of freshly baked goods and the other top-end deli products and engage in such a way that everything about it had gourmet appeal.

SEO Phase 1

Although the shop had been in business for several months, it had no digital presence. As such the SEO work done was from baseline zero. Our SEO expert and Content Writer sat together and shaped the outline for strategic content such that once written, the SEO work could rapidly leverage the content into the right market segment if you will. Every single image loaded was Alt-tagged as when your site is brand new, doing this helps to really get the SEO buzzing at speed. Relevant backlinks were agreed with mission critical suppliers – this also helped the SEO much.

Facebook

A Facebook page was created. Doing that is the simple part. Now we had to get people to like the page and to then stay on it and interact with the business through it. We agreed a few cost-effective promotions with the owners and in under two months succeeded at building a nice loyal community who interacted freely with us. This community keeps on growing organically and is also served by WhatsApp Group which we established specifically to help them during the Covid-19 hard lockdown which started in March 2020.

Google My Business

Google My Business was secured for All Fresh. Because this business did not even appear on Google, nor did it have any digital footprint whatsoever, we registered and verified the business with Google My Business. The business profile was then populated by our team and optimised and because of this, it now sits within the “Big 3 of Googly My Business for Broederstroom”, the area where it is located. There are many other businesses in this area who have been around for many years and who also have Google My Business, but because their profile has not been setup right, nor optimised, we succeeded at getting this brand new start-up to leap-frog them. Goes to show!