Blogger’s note: While I love to eat all the time, I only like to shop when I have time. Since the pandemic, my loyalty has become more and more aligned with retailers that make shopping easy and convenient for me. A recent trip inside the actual store I am most often clicking and collecting from was revealing. I was missing out on new products and line extensions of some of my favorite products! It had become far too easy and, dare I say comfortable, to look at my shopping history and repeat those purchases. This caused me to begin paying closer attention to what gets me to put something new (or new to me) in my online cart. Thinking about my experience and talking with friends is the basis for this blog.
In the world of digital advertising, it’s easy for marketers to be very focused on impressions, click-through rates and conversions. However, even as digital advertising becomes more sophisticated, its core success still hinges on one essential element: human connection. As Ann Handley of MarketingProfs wisely puts it, “Build relationships, not audiences.” For meat processors and value-added meat companies selling B2B or B2B2C or D2C, this distinction is critical. Success doesn’t hinge solely on reaching buyers — it’s about truly understanding what they value and how to connect with them in meaningful ways.
This is especially relevant for the meat industry. Ground beef is the highest-grossing fresh grocery item online, accounting for 6.1% of total revenue, followed by chicken breast at 5.2% and berries at 4.9%. And, online consumers spend 17.3% more on ground beef than on chicken breast.1 These stats highlight an important trend: Online shoppers are actively seeking fresh meat products and are willing to spend more when they find what they want. So, what’s the best way to get your brand or new products on their radar?
Understanding the Consumer Mindset
Meat buyers and consumers — whether shopping online for home cooking or sourcing for restaurants — make purchasing decisions based on a combination of quality, convenience and trust.
The challenge? Ensuring your brand and products aren’t just seen — but chosen. Here are two tried and true ways to apply the power of human connection to make that happen.
- Bringing Storytelling to Social Media
Consumers today want more than just a transactional experience; they want to feel connected to the brands they buy. One of the best ways to achieve this is through storytelling on platforms like Instagram and TikTok.
Meat brands can leverage short-form video content to showcase the farm-to-table journey by creating engaging content that humanizes their operations. Whether it’s a butcher explaining the difference between ground chuck and ground sirloin or a chef demonstrating how to make the perfect burger, these posts foster trust and engagement. The goal isn’t just to drive clicks — it’s to establish an authentic relationship with the consumer that keeps them coming back. Bonus: It keeps your brands and products top-of-mind, which is needed when it is time to fill the online shopping cart.
- Personalizing Online Shopping Experiences
Another way to strengthen human connection in digital marketing is through personalized online shopping experiences. E-commerce technologies now create tailored product recommendations based on past purchasing behavior, dietary preferences, and even cooking habits. By using technology to personalize the shopping experience, brands can create personalized touchpoints with consumers that make online meat purchases feel more thoughtful and engaging versus being purely transactional.
For example, AI-powered platforms like Instacart and Walmart+ have begun offering curated shopping lists and meal-planning suggestions based on previous orders. A value-added meat brand can integrate with these platforms to provide recommendations for their brand, new products or new flavors. But don’t stop there: Show your potential new customer how they can easily pair your product with common items (spices, veggies, etc.) to make a meal, making the click to get it in the cart a no brainer.
The Bottom Line: Focus on Connection, Not Just the Click
While the digital landscape is evolving rapidly, one thing remains constant: People buy from brands they trust and feel connected to. For meat processors and value-added meat brands, the key to digital advertising success lies in focusing on the relationship which leads to the desired metrics.
By investing in social storytelling and personalizing online shopping experiences, brands can create meaningful connections that translate into loyal customers and higher sales. In an industry where quality and trust are paramount, building relationships — not just audiences — is the future of digital success.
This content originally appeared in Meatingplace
