beyond felfies and facebook

Myrna Greenfieldgoodeggmarketing.com

Beyond Felfies and Facebook

Presentation for SEMAP, 1/27/14

How to Create an Online Marketing Strategy for Your Farm or Business

IMAGE: @FJORDHESTEN ON INSTAGRAM

http://instagram.com/fjordhesten


Agenda

• Do you need an online marketing strategy?• How to create a strategy• Choosing the right tools• Social media tips


Do You Need an Online Marketing

Strategy?


Facebook is a Tool, Not a Strategy

GOAL

CUSTOMER

STRATEGY

TOOL(S)

MEASUREMENT/RESULTS

TOOL

Strategic Approach Tactical Approach


Choose the Right Tool for the Job


Why You Must Be Online

Source: Pew Internet & American Life Project, September, 2013

85% of US Adults Use the Internet or Email

UseDon't Use


Percent of Internet Users in Age Group Using Social Networking

Sources: Pew Internet & American Life Project, 11/12 & 12/13

18-29 yrs 30-49 yrs 50-64 yrs 65+ yrs0%

1000%2000%3000%4000%5000%6000%7000%8000%9000%

10000%

20132012

73% of Online Adults Use Social Networking Sites


It Ain’t Free, But It’s Worth It

OLD MEDIA– Writer– Designer– Printer– Fulfillment– Postage

NEW MEDIA– Social marketer (or you!)– Designer– Web programmer– SEO/Pay Per Click/

Ads/Sponsored Posts


How to Create an Online Marketing

Strategy


Set Your Goals Before Choosing Tools

• Sample Goals:– Launch a new product– Sell an additional 500 pounds of pumpkins– Generate an additional $10,000 from

Pick Your Own sales– Get 10% more CSA members to renew


Know Your Customers


Create a Plan

• Goal – Increase average sales per customer by at least $1.00

• Target – Farm stand customers• Strategy – Promote product of the week• Tools – Promote a FB post with discount,

email an invite to a cooking demo, promote on Yelp!


Results/Measurement

• Set measurements for each goal• Keep it simple• Track each tactic on daily, weekly or

monthly basis• Talk to customers, collect stories, and take

notes – what’s working


Measure Action, Not Just Likes

• Coupon redemption• Increased traffic to website• Attendance at events• More repeat customers


Social Media

Tips


General Tips

• Watch what your peers do before you jump in• Spend more time sharing, informing, and

entertaining than selling• Be visual: Use photos, videos, infographics• Be directive: Ask people to Like you, Share or

Comment, join your email list, ReTweet• Be a learner: Test different tactics, times of day


Keep Consistent Look


Photo by Future Shape, Creative Commons

Include a “Call to Action”

Call to Action: Order Your Plum Tomatoes Now!


Choose the Right Tools for the Job

• Facebook – Great for images, events, promotions, relationship building

• Twitter – Great for driving traffic to FB or your website

• YouTube – Great for education, loyalty• Google+, Yelp, foursquare, Groupon –

Great for driving traffic to your business


Most Popular Sites

FacebookLinkedIn Pinterest Twitter Instagram0

10

20

30

40

50

60

70

80

20122013

Source: Pew Internet & American Life Project, Social Media Update, December, 2013


Yes, You Still Need a Website• You OWN it• It’s the base for all your online

content• More content = more traffic,

better search ranking• Get as many inbound links as possible• Must be mobile friendly• Even better with a blog!


eMail Marketing

• Still a primary tool, but not as dominant

• Good for – Controlling info your customers see– Driving traffic to your website– Promoting other social media– Capturing leads


• Great for:– Promoting events– Building community– Generating leads– Businesses with lots of photos and stories– Reaching people who don’t use email

• Not as good for– Reliably reaching everyone– Businesses with a very small customer base

Facebook


Cross Marketing Promotion with Sprout Farmers Market:179 Likes21 Comments


Use Facebook Insights


Face(book) the Music and Advertise


Twitter– If you can text, you can Tweet– Post photos, videos, links– Great way to connect with new people– Tweeting generates traffic to your website– One of the easiest tools to use – Thank people for following and ReTweeting– Keep your tweets under 120 characters to

encourage ReTweets

beyond felfies and facebook

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