InHarvest

Project | Ancient Grain Bars by InHarvest Content Marketing

InHarvest had created a line of snack bars made with ancient grains. However, selling the bars was proving to be more challenging than anticipated. The product line was unique and therefore required a unique sales strategy.

InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis

Opportunity

Work with the sales team to identify the biggest obstacles standing in the way of their sales goals. Design a strategy combining sales + marketing efforts to address these obstacles and execute.

Strategy

As with almost every project, we began by conducting research. We identified key competitors and target markets. Our research indicated that one segment in particular would generate the highest immediate and long-term ROI.

Once we had identified our target audience, we set concrete and measurable goals for what we wanted to accomplish. Product awareness was low, so we developed a content marketing strategy that involved social media, a series of blog posts, HubSpot lead nurturing emails, and targeted Facebook ads. In just one week, we had generated 100 sample requests from qualified foodservice targets.

InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis
InHarvest Content Marketing | Macleod & Co. The Holistic Marketing Agency Minneapolis

Results

The ads proved to be both cost-effective and wildly successful; the next month, InHarvest sold more Ancient Grain Bars than they had over the whole of the previous quarter. The segment that was targeted on Facebook accounted for 70% of those sales.

“I think we broke the internet.”

—Digital Strategist, Macleod & Co.