A Fresh Produce Marketer’s Untapped Sales Tool

May 2, 2017
4:05 pm

Posted by DMA Solutions Team

Your website may have stunning photography, compelling copy, and successful SEO optimization, but are you using it to its full potential? Websites are not only meant to be embodiments of your brand, but they’re also an untapped sales tool that most fresh produce marketers have yet to discover.

Ask yourself—what can visitors gain from visiting my website? And what can I learn from those visitors? Your website should act as an information exchange. It should offer all the content that your targeted audience desires and needs, and in return for that useful content, your audience provides useful data about themselves that will give you strategic direction and insight for your brand. We’ve touched on this concept before on posts about inbound marketing. We encourage fresh produce marketers to ask themselves these questions to determine if there’s MORE you can be doing to utilize your website on behalf of your company.

Who’s Visiting My Website?

Sure, you’ve got numbers from Google Analytics on website visits, page views, and traffic sources, but it doesn’t give you the magical knowledge of who is visiting your website. With a tool like Hubspot, you can begin creating a list of contacts through conversion opportunities on your website. Essentially, by purposefully creating opportunities on your website for a visitor to give their information, you can start growing your own database. You can actually see who is visiting your site, what pages their looking at, and what they’re clicking on. (Yes, you will see when a specific buyer from Walmart lands on your product pages. It’s THAT good!) You’ll wonder how you went on so long without this feature!

What Do I Want to Know About My Visitors?

Have you ever wished there was an easier and cheaper way to survey your buyers or consumers or gather data from them? Well, there is! As mentioned above, these “information exchange” points allow you the opportunity to ask your visitors thoughtful and insightful questions. Want to know how often these visitors buy your products? Strategically place forms on your website asking your visitors this very question in exchange for something from your company (recipes, promotions, contests, white papers, etc.) Wondering which product attribute is driving the most purchases? Ask away!

What Can I Do With This Information?

Once you get in the groove of using your website as a tool for documenting visitor information, you have now started to build a database of information about current and potential customers. There are endless possibilities for what you can do with this Intel—product development, marketing strategy, content development, lead generation, and so much more! Having this information will take you down a path that will allow your company to use marketing to bring value to your buyer/retailer relationships. Positioning your website as a point of information exchange will empower your company to make informed and strategic choices that have a real, tangible basis. Rather than just going on hunches and hearsay, you’ll have powerful qualitative insights that can guide you towards make intelligent decisions to engage audiences going forward.

Don’t let your website’s potential to function as an effective sales tool go to waste. In today’s market, it’s essential to have up-to-date information on consumers and buyers in order to make strategic and educated decisions, and there’s no reason your website should not be a part of this strategy. Fill out this form to request more information on our website assessment tool, which will provide you with the insights you need to take your marketing to this level.