You wouldn't launch a new product without confirming there's a need for it, just like no one ever calls the plumber without a leak. The same principle applies to purchasing: every purchase begins with a problem to solve.
Understanding where a buyer is in their decision-making process is essential to effective marketing. It's not just about repetition, it's about delivering the right message at the right time. When you align your content with the buyer's mindset, you can answer their questions and guide them through their journey.
Laying the Groundwork for Success
Once you've confirmed there's a need for your product, the next step is to define how your company communicates about it. This starts with establishing clear messaging pillars.
Consistent, specific communication builds trust and clarity. Think of it like baking cookies: if the recipe doesn't specify whether to use salted butter or unsalted butter, you could end up with two very different results. The same goes for your product: clarity about what it is and the problems it solves is key to success. It's why we ensure a stable marketing budget, and a team is in place prior to (or in tandem with) a sales team.
At the same time, ensure your product is in the Global Data Synchronization Network (GDSN). This system enables standardized product information exchange between manufacturers, distributors, and foodservice operators to streamline communication and reduce errors.
Back to the Buyer
The Buyer's Journey can be broken down into three stages:
- Awareness → Lead
- Lead → Opportunity
- Opportunity → Sale
But it's not as simple as one, two, three.
Once a buyer becomes aware of a problem, they begin researching solutions, both independently and socially, consulting the internet, asking peers, analysts, and even friends about their thoughts. During this phase, they start forming preferences and evaluating options.
In the foodservice industry, operators tend to be motivated by goals like increasing check-size, decreasing costs, and improving efficiency.
Here's the key: influence preferences before buyers enter the purchasing cycle. What sets you apart from the competition? Content at this stage should highlight your Unique Selling Proposition (USP) and demonstrate how your solution stands out.
From Interest to Action
Attracting and converting potential customers is known as lead generation. But generating a lead is just the beginning: you must nurture the relationship until they're ready to buy.
Use case studies, testimonials, and success stories to reinforce your values. These tools subtly remind buyers of their problem while positioning your product as the ideal solution.
The Final Decision
When a buyer reaches out to fill out a form, they're not just seeking more information; they're validating a preference. That final touchpoint didn't make the sale; it was the consistent, strategic communication leading up to it that shaped their perception.
If your brand has consistently conveyed safety, relevance, and competence, you've successfully turned an opportunity into a sale.
The Cold Hard Truth
It takes an average of 3.5 months to convert a single buyer (Outreach.io), imagine the effort required to close 10 or 20 deals.
Marketing is often underestimated, but it's critical to a product's success. You can't just post on social media and hope for the best. Your communication must be intentional and delivered when the buyer is actively seeking a solution you provide.
Marketing is turning your business strategy into execution.
About Elohi Strategic Advisors:
Elohi Strategic Advisors (ESA) is a well-connected foodservice accelerator, ideal for new companies or those introducing new or existing products into the channel. As a woman-owned (WBENC-certified) small business, ESA boasts a comprehensive team of industry experts dedicated to helping companies pioneer, develop and innovate in the food industry. ESA offers scalable leadership, strategic planning, and execution expertise in areas such as revenue generation, marketing, product and pricing, and management services. Whether you're looking to break into the foodservice channel or enhance your current capabilities, ESA can help you achieve your goals on an accelerated timeline. Visit elohi.us to learn more.