My marketing plan needs a makeover - where do I start?
I'm an English major, an idea person and right brain thinker. I thought I wrote a "good" plan, but realize that even though it initially worked, it isn't working now. I've upgraded my label from a primitive version, changed the packaging, and made the products consistent in branding and logo design. My products are an all natural line of gluten free fruit fillings, sauces, and a bisque that are versatile in both cooking and baking recipes. I'm stuck. I tested these products when they first came out last fall, and received over 1,000 comments. I made some adjustments and it continued to sell, then dropped off significantly in the spring of this year. The website is www.juliesfinefoods.com.
You need an inbound marketing strategy and you need help to execute it consistently and efficiently.
You need a way to generate more traffic, convert that traffic to leads and then close those leads and it would be best if you could automate all of this as much as you can.
Describing what you need depends on your goals and your budget.
What is inbound marketing?
See this for a brief overview.
Do you have Google Analytics installed? Can you see if you had a drop off in traffic (people visiting) vs. a drop off in sales (people are still coming but not buying).
A couple of things that might help attract traffic...
I would add some descriptive text to your product pages. Both Google and site visitors need more information. Google can't "see" you pictures, so those pages look (almost) blank to the search engines.
Also, if you look at your Gluten FAQ page, you will see the link in the address bar looks like this "http://juliesfinefoods.com/?page_id=84". It would be better if that link looked like this "http://juliesfinefoods.com/gluten-frequently-asked-questions". It looks like you are using Wordpress. You can change the links under Settings | Permalinks (try the one that says post).
I would also contact independent coffee shops, grocery co-ops, and places like that to see if they would be interested in carrying your products and/or offering them to their customers.
Hope that helps - best of luck!
What is your LEAD GENERATION PLAN? You need PROSPECTS before you can make a sale. I see no mention of it in your question.
I looked at your site.. it has NO lead generation strategy. That is BIG marketing mistake.
At the risk of tooting my own horn... I do offer a Free Marketing Check-Up/Analysis. :) :) No sales pitch, just helpful tips you can implement right away
Contact me if you're interested. No strings attached!
"the Marketing Coach"
Do you have a way for your customers to communicate with you? If they have stopped buying there is a reason and if there is no attempt on your part to engage your customers, they will just leave and not say why. I took a look at your website and there is no obvious, easy place for them to keep in touch with you.
The first place I would start is with your customers and then revisit your plan. I also agree with Lashondra in creating a short term plan typically 90 days.
I think this is an excellent idea and I sense your frustration in trying to achieve your marketing plan. You have receive some good ideas so far. One thing you must remember is that a marketing plan cannot remain static, it must be dynamic. This is a new business and there are a lots of variables that may impact your plan that you may not have budgeted for - why would more people use your product in fall compared to spring? Who is your target market and are they the ones who purchased in fall? Is there anything you did differently in fall compared to spring?
Go back and really analyze your results as compared to your plan. Look behind the figures to see what is driving your results, and using the information shared in this forum explore other marketing options e.g: are you using your site to provide information or are you selling? If you are selling you need to have a call to action page that will encourage people to buy right away. This will also capture name and contact information so you can use this to keep in touch later on. Even if you are just providing information the page must be set up in such a way to entice people to want to get the information. Can people share your website on their smartphones? Do you need to amend your offline marketing strategy? Would free sessions on gluten free products for housewives help? How are you keeping in contact with your clients? What is your competition doing?
These are my thoughts on your issue. You are not stuck, it is just the universe way of saying you need to explore more options. If i can be of any help feel free to contact me.
Based on what you've presented here, your focus has been primarily internally driven. I'd say that's 50 percent of it.
For your marketing plan to be effective, here's the other 50 percent:
Who's your audience? What media/social media outlets are they using that you can use to get their attention? Who's your competition -- your space is MUCH more competitive now. What are they doing to gain market share? How much market share do you have vs. what you think it should be? Are your products fulfilling your customers' needs in a special way, or can they find similar products easier or at less of a cost?
How's this for starters? -:)
Having an online business can be quite fun yet tough. Why? Of course, competition in online business world is far different that the usual ones we had before. Yes, it can be easier to reach your customers but keeping them engage with your business or catching the attention of other potential and possible customers isn't a game you can simply play carelessly. In this situation comes the need of unique ideas such as compelling and stylishly fun videos like animated ones to get them interested and keep on checking your business which then leads to further understanding what your business is and how great the offers and services you can provide - which is of course, only the best for them .
Any marketing effort must tell a story, and while I love the about page, the rest of the site is very bland in terms of writing (in my opinion). Does this food scintillate the senses? Food and taste can be fun, why not make it sound exciting? Marketing is primarily to elicit an emotional response that makes customers buy, so you may want to consider that!
Hope you are doing great .See first of all I will suggest you to create a brand image with your business logo & website and and social media and SEO promotion where I can help you with that.since we create brand.
And I have gone through your website need to add blog and more pages to do proper SEO.
Let me know if I can be any help to you.
Check out LeadFerret.com! You can build a email list of potential buyers or bloggers or "influencers" for almost free!
Hey Julia. This is a broad based question that is hard to answer without knowing some specifics. What was the content of the 1000 comments? What has been the feedback from the sales have processed? Have you offered any promotions? Most importantly, what are you currently doing to drive awareness of your products?
Hi Julie, the product sounds great! Definitely something more people are interested in nowadays.
I would shift gears and focus on your website. I think there is room for improvement making it more SEO friendly along with strengthening the voice of your brand. You want to make people come back to your site because it triggered an emotion of some kind.
Best of luck!
Maciej (ma-chi) Fita
From my experience, marketing plan makeovers require business owners to answer some tough questions about their business.
Definitely agreeing w/ Vicki Adams re: questions she asked. What do you mean by "it initially worked"? What are your competitors doing to gain the spotlight/attention of your customers? Are you targeting whole sellers? bakeries? It's hard to tell from your website. How did you test the products initially? Why exactly did you make those adjustments?
The list of questions can go on - I'd say SEO/marketing consultants should come after you've figured out where you want to take your business.
You have some wonderful products here. You simply need to get the word out in a wider and stronger capacity. I would suggest doing an e-commerce page on your website where people can see the product and cost and purchase right from there. That would get your sales increased. You could do pintrest,you tube, and or both in conjunction with other social media to get your presence out there. I always tell people....less is more.....especially with a website! Our company has the ability to do all of the above for you, we can look at a radio commercial that goes world wide on our station, and we will soon have our own VCM tv up and running. PLEASE give me a call and we can chat and get this done for such a reasonable price. Glad to help out :0)
KVCM Internet Radio
what have you done marketing wise and what has worked for you? If you ca answer that then I would try and recreate it, if not then I suggest looking at what you have/have not done around marketing to promote your products and put a strategy together to give it a push. I'm available anytime and the first consultation is free.
There is two approaches of selling produces
1. Produce as per the existing market or on market demand
2. or Create a market that you specialize in producing.
Regarding your production which has TASTE orientation.. then your marketing approach should be based on the target audience.. since the taste differ from person, region, age, gender and culture. Random publicity might give you awareness of your product but will not be able to pull buyers.
Food products if get a market is a money spinning business.
Hello Julie. Great comments here and very helpful to me also. I looked at your site. looks good and the visit was not a bad experience on the surface.
Questions. Do you have a web master or do you do it yourself..?
Problems you might want to correct. slow to load, meta tags, and your sign up did not work for me as I did not receive an email.
I did not find your location but will try again. Tireponyman (tm) that's me thinks you and I need to submit our sites to the search engines after tweaking and making changes on a monthly basis. You might try what worked for me when I was marketing the "PHONY PONY" (TM) my secret for top ranking?
Tireponyman is my name and marketing is my game You haven't lived till you google "Tireponyman" (tm)
Are you selling to retail, manufacturing or distributors? Do you have a catalog of goods or a brochure? I can help you prepare a direct marketing campaign to sell via postal, email and/or telemarketing to your target audience. Please feel free to reach out if you need help with that.
If there is one immediate take-away from your website that I could point out - it would be the lack of social media usage and cross-marketing using several platforms. As a food-based company, you should embrace your development and creative process (without revealing trade secrets of course) by blogging about your industry, favorite food items within your category, blurbs - all while integrating your product offerings and concepts. Tweeting about your #1 flavors, create exciting events and contests for your fans on google + and facebook, vlogging on youtube with some DYI's for your fans or a sneak peek of what it's like to create your fillings are some suggestions I could over for greater exposure and customer interaction.
I suggest you look to develop a Mission Statement, Vision Statement along with a tagline for your business when prospective customers visit your web site....
You basically have to grab their attention right away.....