Fresh produce marketers, I want you to ask yourself this question today: how do you attract consumers that would otherwise be considered “strangers” to your brand, and then convert them into brand evangelists?

We have a very simple explanation for you: inbound marketing. Now that we’ve introduced you to 15 key inbound marketing vocabulary terms, it’s time to begin piecing together the inbound puzzle and what this means for you and your marketing efforts. First, we must understand that we can attract the people that are seeking information about our products, give them an opportunity to connect and solve a problem with our content, convert them by capturing bits of information about them and delight them with content that they are most likely to enjoy and share. We call this methodology inbound marketing and the illustration below demonstrates how you can lead consumers from being “strangers” to your brand and products to becoming brand evangelists.

Along the top of the graph are the four actions (attract, connect, convert, delight) that companies practicing inbound marketing must take in order to attract strangers and convert them into brand evangelists.   Along the bottom are the tools companies use to accomplish these actions. The list provided is indicative of the tactics fresh produce companies can use to successfully practice inbound marketing. Are there any that you’re doing or not doing? Which activities listed are helping your company best to elevate your brand?

Typical results that marketers and companies can expect to achieve with the adoption of inbound marketing as illustrated above are:

1. Advertising, coupons, promotions and sweepstakes work to drive a large amount of traffic to your website.
2. Keywords are working better to drive traffic to your website or blog when people search for information about the products that you sell.
3. Social media networks work to drive traffic to your website or blog and invite them to connect on a deeper level.
4. Website and blogs experience an increased level of traffic.
5. Your contact database increases with people that have opted in to receive more information from your company about the products that you sell.
6. Emails help you communicate on a regular basis with people that request regular contact from your company.
7. Workflows send information that is specific to certain contacts based on questions that they answer within forms presented on landing pages.
8. You are able to develop content for your website, blog, social media and promotions that most people want, based on the analysis of your database.
9. Overall, your marketing work becomes more measurable and meaningful to the people that are most interested in your products and brand.
10. You establish trust with the people that consume your products and nurture them with information that they want to receive.

Are you ready for inbound marketing? We can help. DMA Solutions is a Certified Inbound Marketing company and can help you elevate your brand. Contacts us at info@dma-solutions.com to learn more and try a 30-day free trial!

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