A BLOG BY dma_sm
       

Buyer Personas—Beyond “The Who”

Posted by: Ashley Jackson

Sep 30, 2014 11:00:36 AM


Meet Jane. Jane is an accountant and has been for the past 10 years. She’s married with two children (12 and 14 years of age). She lives in the suburbs and purchases groceries at upscale retailers such as Central Market, Whole Foods, The Fresh Market, etc. She has a combined household income of $180,000 annually. She has a secretary who screens calls and prefers to receive personalized emails early in the week. Jane is like the dozens of individuals we seek to reach every day. She cares deeply about health, feeding her children healthy choices, choosing fresh and organic options, etc. Jane represents a buyer persona.

As we’ve shared in previous articles, a buyer persona is a basic profile of a target customer or consumer. After the DMA Team’s recent trip to Hubspot’s INBOUND 2014 marketing conference, it became more and more evident to our team just HOW important developing these personas are for marketers. Personas will help produce marketers to visualize ideal contacts and collect insights on their behavior, demographic profile, and psychographic information. These generalized characteristics help with understanding the needs, goals, and observed behavior patterns. Ultimately, they allow us to be smarter when defining a marketing strategy which helps motivate buyers to choose your companies and/or products and services over the competitors. We’ve introduced you to Jane – now let’s talk about how you can create a Jane of your own.


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Topics: Branding & Messaging, Inbound Marketing

7 Habits of Highly Successful Marketers

Posted by: Mackenzie Michel

Sep 26, 2014 9:58:55 AM


Just like a pro ball player, musician or accountant spends hours fine-tuning their forte; marketers too must practice and develop habits to become successful marketers. Your marketing habits can reveal what you and your company do well and where you can improve. After examination of business best practices and Inbound marketing methodology, we’ve identified seven habits we encourage all fresh produce marketers to consistently practice for not only your own professional development, but to also improve your company’s overall efforts.


1. Successful Marketers Set Goals

Identifying goals for any initiative helps marketers (1) evaluate whether that initiative truly supports their business and (2) stay focused on what they’re trying to accomplish throughout the process. Whether you’re launching a social media promotion or a new website, make sure your goals are SMART (strategic, measurable, attainable, realistic and timely) goals. If you need help, try this Marketing Goals Template.


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Use Forms to Learn About Your Audience

Posted by: Brock Nemecek

Sep 24, 2014 9:00:00 AM


Working at DMA Solutions, I’ve learned a lot about marketing, fresh produce, Texas A&M and business development (not necessarily in that order). Of the many lessons I’ve learned from Dan’l, one stands out among the rest – she often shares with us “the more questions you asked, the more successful you will be.” I see this translating to all life situations, but this practice is especially vital to successful inbound marketing.

Seems simple enough, right? In theory, yes. But, asking the RIGHT questions and then using the information gained to deploy effective marketing tactics requires a thoughtfully planned inbound marketing strategy. A form, as defined in our collection of inbound marketing terms you need to know, is a digital survey housed on a landing page that collects information about your visitors in exchange for your offer (something you give visitors in return for their information). An effective form captures information about your visitors that will help you more effectively nurture your contacts with information they are seeking which in turn will put you one step closer to earning their permission and trust in your brand, products and/ or services.


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Topics: Inbound Marketing

How to Design a Landing Page that Converts

Posted by: Ashley Jackson

Sep 23, 2014 9:56:54 AM


We’ve been writing a lot lately about inbound marketing, tracking website visitors, and creating content that matters to your consumers, all of which work to improve your brand awareness and to build brand ambassadors for your company.   A key component to inbound marketing and creating consumer connections are landing pages. These are webpages that educate prospective customers or consumers about the information you are sharing and help them to solve a problem, be inspired by recipes or motivated by a promotion. Here’s an example of a landing page that proved to be very useful for our audience; over 35% of people who landed on this page downloaded the 2014 Produce Calendar.


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Topics: Inbound Marketing

5 Tips for Creating Optimum Calls-to-Action

Posted by: Brock Nemecek

Sep 19, 2014 2:56:43 PM


So you’ve attracted a visitor to your website or blog… Now what? We recommend you tell them exactly what you what them to do. As impolite or even demanding as that may sound, calls-to-action (or CTAs) are actually quite helpful to website navigators and marketers alike. These powerful little tools – whether in banner ad or button form - literally call on your visitors to take an action. For example, a CTA might direct web viewers to download or subscribe to something, retrieve a coupon, enter a contest, attend an event, etc. If you look around on this page, you’ll probably notice that you’re surrounded by CTAs right now!

In just a few words, CTAs become one of the most impactful parts of your marketing when strategically created (and then backed up with relevant, high-quality content). Because enticing your target audience to take action with your content you’ve developed just for them is pretty powerful stuff, right? We think so, so we’ve supplied you with a list of five tips to create your own inspiring calls-to-action!


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Topics: Inbound Marketing

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