Marketing Your Farm or Farmers Market

Glenn Muske

Rural and Agribusiness Enterprise Development Specialist

Glenn.Muske@ndsu.edu

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

Glenn.Muske@ndsu.eduFebruary, 2016

Marketing Your Farm or Farmers Market

Comments?? Questions??