Monthly Archives: February 2015

Natural Food Brands Thrive through Customer Connections

Big Tree Farms & Field Roast Share Their Natural Food Brands' Marketing Approaches

Chocolate from Big Tree FarmsNatural and organic food once was confined to places like the Berkeley Gourmet Ghetto or Ithaca’s Moosewood Restaurant. It’s only been in the last decade or so that eating healthy has become…cool. More people are drinking coconut water, eating paleo, and getting their daily spirulina fix.

Last year, Kroger and other traditional grocers reported that they were selling more organic and freshly prepared foods. Natural food brands are expanding—Credit Suisse analysts expect the number of natural and organic food stores in the US to double by 2020.

This increase can be attributed to education and simply being more deeply Continue reading

5 Reasons Buyers Left Your Website and How to Get Them Back

Website Usability Testing Can Help You Fix Your Bad Website

Sign on Window that says, "Bye-Bye Window".Has your website stopped converting visitors into customers? Have you noticed an increase in bounce rate (users who arrive on your site and make no further interactions)? Maybe it’s your site.

There are a lot of resources out there to help you fix bad website design and get your business back on track. But it can be difficult when you don’t know where to start. Here are some web design tips based on BuyerSynthesis’ experience talking to users:

1.  They can’t tell what your website is for

It’s all well and good to have a beautiful website but if users can’t tell why it exists then you’ve missed the point. Visitors to a website want to know that they have arrived in the right place and that the website offers what they need. If not, they’ll be heading to one of your competitors instead.

What to do

Your homepage should quickly communicate what your company does. Make it clear what your website offers through consistent imagery, descriptions, and calls-to-action. Continue reading

Market Research Failures: Why They Happen

3 Reasons You May Have Been Disappointed with Your Last Research Project

Handdrawn picture of sleeping audience watching lectureConducting Marketing Research, unlike buying a kicky pair of shoes or a nice meal, may be hard to evaluate. The shoes felt great in the store, made your legs look longer, even brought the rest of your wardrobe into this season. But the marketing research project, the one that promised to give you data to base decision making upon, has left you with, dare you say it, buyers remorse.

You did your due diligence, the researcher even had a PhD. Your CEO actually showed up for the readout. Yet you’re not sure it was worth it. Here are some of the possible reasons why.

1. Your researcher didn’t understand your business.

Perhaps you were in a giant hurry and didn’t want to share all of the issues you were having. Maybe the researcher had experience in your industry so you assumed too much. Regardless, Continue reading

Tips for Business Innovation When You’re Stuck in a Rut

Monitor your marketplace and buyers to drive business innovation

Jeep Stuck in Rut off Dirt RoadStart-ups are taking over. No matter how cornered you think you have the market, there is a small company out there thinking about how they can do it better. Too often business get ‘Fat, Dumb, and Happy’ syndrome: the tendency to become complacent with their own success. It happened to Microsoft, and then Apple came out of nowhere to become the leading seller of laptop computers. Microsoft has been playing catch up ever since.

When you stop embracing business innovation, then you start falling behind and no matter how established and successful your company is, you are still at risk of being outdone by another business. If you’ve been running a ‘business as usual’ model, you need to understand how to use innovation so you don’t get left in the dust.

Find your inspiration

Why did your company start? What idea was so exciting that the founders decided to pursue it as a business? What gap in the market were they seeking to fill? Continue reading