October 19, 2020  
 
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Marketing a Cranberries Business

The value and earning capacity of a cranberries business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Still looking for a way to effectively market your cranberries business? Although there is no single way that's right to market in this industry, there are a lot of wrong ways.

Common sense and practical decision making are part of the marketing equation. However, the most visible brands are always on the lookout for the strategies that other cranberries businesses have incorporated into their marketing plans.

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. Most cranberries businesses have too much at stake to ignore derogatory social media mentions. If your brand is taking a hit from negative mentions, it's important to generate enough positive content to push negative mentions down in search rankings. The more positive mentions that exist, the more difficult it is for negative comments (generated through social media) to gain traction on search engines like Google and Yahoo.

Generating Buzz

Good buzz is a mythical creature in marketing circles. Although it's rumored to exist, it's hard to nail down. There are multiple ways owners can tout the benefits of their product offerings, but the most effective promotions are personal recommendations or word of mouth advertising. For a cranberries business, it's worthwhile to invest in strategies to promote brand conversations. The process begins with developing communication vehicles and mechanisms that invite discussion. Social networking and other online strategies can play a foundational role when they are performed in tandem with face-to-face interactions and industry networking.

Market Segmentation

In today's environment, it's impossible to market a cranberries business to the entire marketplace. Although segmentation can be based on a variety of criteria, it's most commonly used to identify geographic or demographic groups within the marketplace.

Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your cranberries business marketing strategy.

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