Marketing Your Farm or Farmers Market
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Transcript of Marketing Your Farm or Farmers Market
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
February, 2016
Marketing Your Farm or Farmers Market:Consider All the Options
NDFMGA 2016
??What costs $5 million dollars and lasts 30 seconds?
But who remembers?
MYTH!!!
Traditional Marketing Online Marketing
Promotion
PaidPR
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Tools
Marketing Defined in Brief
Everything you do!!
Remember1. It begins with you!
2. All pieces should MUST fit together!
3. Must reach the intended audience!
And #4Marketing is an INVESTMENT, not a cost.
You• One-on-one and Networking
• Elevator speech• Tag line• Storytelling• Business card• Thank-you note
• Reputation• Brand – It’s who you are. It’s what sticks in your mind.• Trust• Reliability• Customer satisfaction
• Word-of-mouth and Reviews
Traditional Marketing
• PR – Public Relations• Community involvement
• Your service to the community outside of your business• “You the expert” columns/speaking engagements• News story about your business
• Paid Advertising • Radio, TV, print, displays, and direct mail
• Promotion• Sponsorship • Give-aways
Online Marketing
Same as before – Just new tools
Social Business stats• 81% of small businesses are using social media• 90% of people follow brands in social media
• Why? Deals and discounts!!!• 2 out of 3 social media users believe Twitter influences purchases• 75% plan to increase social media budget• 90% smartphone owners use them for shopping experience
• 95% will visit a mobile site• 1 out of 2 will share their online shopping experience
• 87% report using agile and real-time strategies• 90% of smartphone users are looking for directions
Steps to Going Online1. What’s already there? Google your business. Check out your
reviews.
Where to Look- Yelp- TripAdvisor- Angie’s List- Amazon- Google My Business- Yahoo Local Listings- Facebook- Twitter
78% of Americans say online reviews influence their purchasing decisions
Steps to Going Online cont.2. Claim your bubble
Steps to Going Online cont.
3. Know why you are doing this and what you want from it?4. Develop a roadmap and Allocate the resources5. Start with a websitewww.ag.ndsu.edu/smallbusiness
Steps to Going Online cont.
6. An optional step – Lurk
7. Pick your platform/s– No more than two- Engage- Watch your metrics- Post on a consistent basis- Selling is just a small part of your activity- Find the major players- Reach out- Learn the lingo and how to be effective
Your Major Options
.org or .com• New ones daily• Vine• StumbleUpon• SnapChat• Podcasts• Flickr• Skype• Periscope• Slack• Zoom
What Each Offer• Website – Name, address, phone and hours• Facebook
• Build a fan base• Status updates with a clear call to action
• Twitter• Drive traffic to website and blog• Tell your story
• YouTube• Exposure, engagement, education• Build relationships
• Email• Allows targeting. Data-driven.• Promotes direct sales plus builds relationships,
loyalty and trust
• Blogs• Connect and engage• Tell your story• Make yourself a real person• Quality content matters
• Pinterest• Image-based, educational,
infographics, drive traffic
• LinkedIn• Establish yourself and build your
professional reputation
Paid Ads on Social Marketing
Some OptionsFacebook
GoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
Analytics
No matter what platform and paid or not, there are analytics.
Things We Learned
• Watch your analytics.• People responded differently depending on device type• Pictures made a difference
• And what picture used changed response rate• And the response rate changed depending on type of device and picture used
• Titles are important• Be nimble. Don’t be afraid to change the ad. • Most people watched about 8 seconds of the videos. Length of video
didn’t matter.
Online Marketing Caveat #1 All take resources
Online Marketing Caveat #2
Watch the Trends
MobileVideoApps
Social Media Sales OpportunitiesOnline Payments
Wearable“Internet of Things”
Content and InteractivitySpeed
Another Way to Look at It
• Owned Media – what you control• Earned Media – reviews• Paid Media – what you purchase
http://mashable.com/2010/02/11/social-objects/
Need Consistency in:MessageWhat you say
How often it is said
Your audience
When you say it
Colors and ImagesLogo
NameServiceBrand
Don’t be complacent!
Five Tips for Online Presence
Know Why You are Online
Have a Complete Picture
Be ActiveProvide Value
Be Credible
HOW DO WE DO IT ALL?
Make it a priority
Use available online tools such as:
Google AlertsHootsuite
Twitter Search
Set aside a regular time
Three E’s of Social Media
• Educate• Engage• Entertain
Ten Golden Rules to Internet Marketing
Resourcehttp://offers.hubspot.com/social-media-marketing-kit
Glenn MuskeRural and Agribusiness Enterprise Development Specialist
[email protected], 2016
Marketing Your Farm or Farmers Market
Comments?? Questions??