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Finding & EngagingYour Target MarketThe Center for Rural Enterprise Engagement

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The Center for Rural Enterprise Engagementequipping agricultural businesses with the resources they need to thrive online

Conduct research related to online marketing for rural, agricultural enterprises.

ResearchTranslate and share research-based information to help enterprises become more profitable in this digital age.

Equip&

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The Center for Rural Enterprise Engagementa team of Extension specialists, researchers, teachers, and small business owners

SCOTT STEBNERManaging Director

DR. CHERYL BOYERExtension Specialist

Co-Founder

DR. HIKARU PETERSONAgricultural Economics

Co-Founder

DR. LAURI M. BAKERAgricultural Communications

Co-Founder

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What Will I Be Sharing?

Offering an overly simplistic and slightly cynical review of marketing history1

Sharing some general ideas on how to engage with your potential target audience2

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get here?How did we

an overly simplistic and slightly cynical review of marketing history

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The King of Copy

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David Ogilvy

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The Golden Age of Outbound Marketing

• Fancy ads, brilliant copy, and massive budgets drove sales and moved companies forward.

• Success hinged on advertisements at the right time, at the right place, with the right message, regardless of the accuracy of that message.

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But People Caught On. They Lost Trust.

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People, not Consumers, Became Skeptical

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• People shunned telemarketers with federal do not call lists (200 million and counting).

• They created multiple email accounts for spam.

• They have a better chance of surviving a plane crash than clicking on a banner ad.

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Did We Ever Ask What They Wanted?

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• We did this to ourselves. • We never really asked the customer what

they thought outside of focus groups.

• We were pushing. • We just didn’t care about their well-being.

• They never had equal say.

I have brilliant copy. Listen to me!

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The Shiftseeking to regain trust with relationship management & inbound marketing

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Enter Inbound

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• Providing something of true value that makes people voluntarily want to form a thoughtful and intentional relationship.

• It’s engaging in an equal conversation. • Two-way symmetrical communication /

relationship management

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Who Is Your Customer

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This is NOT a demographic question• What are they wanting? • What is their day like?

• What would make their life easier?• What are their struggles?• What is valuable to them?

• How can I provide content that makes their lives easier?• How can I uplift or encourage my customers?• How can I get that content to people?

• How can I learn from them in order to make my page & company better?

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No Tip or Trick Will Make Social Media Work if You Approach it

Like Mass Media.

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No Tip or Trick Will Work If You View

Social Media as a PurelyOutbound Process.

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Social Media Requires Immense Strategy, but it Also Calls for

a Paradigm Shift

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The Tipsfinally getting to the information people actually wanted to hear

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72%

31%

28%

23%

Instagram

Twitter

Pinterest

Facebook

• DON’T • invest in a platform because you feel you should be

on it.• invest in a platform because your competitors are

on it. • INVEST

• in a platform because your customers are on it AND want to connect via that channel.

• in a platform if the data suggest you can generate some form of return from it.

Where is your customer & why are they there?

More than 65% of online adults are using AT LEAST one social media platform for personal use (Pew Research Center, 2015).

65%

Be Strategically PresentWhich Platforms Are Your Customers Using?

percent of online adults who use social media by platform (Pew Research Center, 2015)

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• What groups are active in your target market, and how can you become an opinion leader?

• Consider starting a group if none exist.

• Provide great, interesting, and highly visual content that resonates with who your customer really is as a person.

• External links are not doing as well as photos / illustrations.

• Create event pages to boost reach.

• It’s a traffic jam platform.

Facebooklearn what your fans want, then routinely give it to them.

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FacebookAnalytics is an essential part of listening to the customer to find out what they think is important.

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• Target market like no other tool in history.

• Use analytics to inform content, and use high-engaging posts for ads.

• Spend around $1 / like and 10-15 cents per impression.

Facebookadvertisements are here to stay

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Obvious calls to actionUse popular & relevant hashtags.

Prepare for high engagement & low conversion.

Have a definitive style. Use tools likeVSCO Cam.

Make your culture known.Consistency

Instagramcraft a visually consistent brand identity that tells a story

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Instagramcraft a visually consistent brand identity that tells a story about who you are

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WE ARE WAITING ON TWITTER• Search hashtag use by locality.

• Use TagCloud (when it’s running).

• Are there twitter chats going on?

• Who are the opinion leaders already on the network?

• Politely hijack those hashtags.

• Needs quick responses.

Twitter

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THE NEW GOOGLE• People use Pinterest for ideas and

instructions. • Pinterest is NOT a place to post products

and pictures.

• Pinterest is a place to post solutions to problems.

• Must have a clear call to action.

• Relevancy for small stores that don’t sell online?

Pinterest

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THANK YOU

JOIN OUR COMMUNITY

Facebook.com/ruralengagementINTERESTED IN MORE?newmedia@ksu.edu

Phone785-532-1173

CONTINUE LEARNINGwww.ruralengagement.org