October 18, 2020  
 
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Marketing a Dried Fruits Business

Marketing plays a central role in any company. But when it comes to a dried fruits business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

If it's executed properly, marketing spans the gap between your brand and your audience. If you fail to recognize the primacy of good marketing you'll quickly find your dried fruits business cut off from the marketplace.

Strategic marketing tactics can help small dried fruits businesses scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.

Staffing Expertise

Assigning responsibility for the execution of a marketing strategy can be more difficult than creating it. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. To maintain marketing momentum, many dried fruits businesses outsource marketing to a professional firm. A high quality marketing firm can deliver a much better ROI than internal stakeholders who aren't primarily focused on marketing functions.

Directories

Directories are a common tool for finding a dried fruits business. When all of your competitors are listed in a directory, you have no choice in the matter. To keep pace, competitive businesses must include the same directories in their plans for marketing dried fruits businesses in a region or territory. Paid directory listings are gaining steam in some sectors. But paid listings don't necessarily translate into better results - many free directories have just as much firepower as premium ones. Do your research and make sure any directory in which you list your business is capable of reaching enough likely customers to make it worth the effort. Some directories may also let you list more than your name and contact information, so be sure to ask whether your listing can include a logo and other information about your business.

Public Relations Strategies

Public relations is more subtle, but no less powerful than a full-blown marketing push. When dried fruits businesses leverage PR, they tell thought-provoking stories about their brand and products. In the process, they establish themselves as thought leaders and encourage the marketplace to give them a second look. The art of storytelling is a core PR competency. Storylines need to be believable and objective while communicating your brand's strengths and value proposition.

More Marketing Tips and Related Articles

Given your interest in marketing and in dried fruits businesses, you might find these additional resources to be of interest.

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