Grassroots Marketing
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- Marsha Bruce
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1 Grassroots Marketing
2 Goals In the next 90 minutes, you will learn tools and tips to: Incorporate free or inexpensive tools for promoting your farm business or market Integrate traditional marketing techniques with online technology Develop and carry out a comprehensive marketing plan
3 This workshop will NOT Design your logo or brochure Set up your website Walk you through every step of Facebook Magically make customers flock to you Marketing is work and help is available!
4 In the Beginning: Basics for Success
5 Farmer, Know Thyself
6 Your Marketing Plan Product Price Target Market Competition Image & Branding Advertising & Promotion
7 Your Product What are you selling? Why do people want it? (WIIFM) What s your story? Tips: Use words that speak to your customers Develop descriptive, compelling language and content communicate with passion! Think VISUAL
8 Keywords Farmers market: 1,500,000 Farmers markets: 1,220,000 Farmer markets: 1,220,000 Healthy food: 1,220,000 Local food: 110,000
9 Keywords Organic food: 673,000 Natural food: 450,000 Natural foods: 368,000 Organic foods: 368,000 American food: 368,000
10 Content Website/Blog Social media , mail, phone, in person, at market, in all communications Tips: Updates on products, people, events, activities Profiles and stories (engage, relate, share) News and links about customers and collaborators Proofread, spell check, test, enlist a friend
11 Visuals
12 Your Price Find the sweet spot Competitive niche/value added Direct, retail, and wholesale pricing Unit cost and unit contribution Partnerships, packages, referrals
13 Your Target Market
14 Your Target Market Who? Where? How many? What %? Tips: Set monthly sales goals and yearly income projections NOW Determine volume of sales and strategies needed to reach goals
15 Your Competition Industry leaders Colleagues and competitors Direct and indirect competition Tip: Where do you compare?
16 Yourself Your business name Your name Your address Your phone number *Google Alerts Who are you online? Clean up your act. Be your business.
17 Your Competitors General search for industry sector or product Business names and town/state/region Survey the scene: Search rankings: websites, pages, news, publicity Facebook, Twitter, and other social media Online advertising E commerce and online sales Branding and image
18 Maine farmers market: Get Real, Get Maine: Maine Federation of Farmers Markets: MOFGA: Farmer s Market Online: Harvest to Market: Portland:
19 Maine farmers market: Portland: Camden: Belfast: Rockland: Watervile: Sandy River: Hermon: Tip: Visit successful sites, search to understand why they rise to the top, and link with industry leaders.
20 Make Yourself Known
21 Image & Branding Logo Signage (stand, store, booth, vehicle, etc.) Materials (brochures, biz cards, etc.) Website Social media pages Collateral materials (stationery, signature, etc.) Tip: 100% brand consistency & repetition
22 Advertising & Promotion Print media TV/radio Online advertising (test campaign first!) Memberships and sponsorships Networking, outreach, continuing education Tip: 100% brand consistency & repetition
23 Put Your Business on the Map Google Places Yahoo Local Bing Local Directory/Industry listings Chambers of Commerce Town officials/downtown networks Maine Tourism Association Neighbors and networks
24 Your Website
25 Your Website Domain name Get all common extensions:.com,.biz.,.net,.org Design DIY or professional designer (ownership/updates) Navigation and ease of use E commerce & sales: one click action Content Pages, posts, text, images, links, plug ins
26 SEO
27 Search Engine Optimization (SEO) Keywords, text, and quality content Title Meta description tags Alt image attributes URL Links Freshness, popularity, and social sharing
28 Social Media
29 Social Media Facebook 63% market share US = 54% of population, 70% of online population YouTube 20% market share Twitter 2% market share Pinterest 1.08% market share Google+ 1.03% market share Any others?
30 Next in line Yahoo Answers LinkedIn Tagged Instagram Goodbye MySpace
31 Who Uses Social Media?
32 Who Uses Social Media? Percentage of adult internet users who use social networking sites: Men = 61% Women = 71% Ages 18 29: 86% 30 49: 71% 50 64: 50% 65+: 34% Less than $30K = 71% More than $75K = 69% Urban = 69% Rural = 64%
33
34 Facebook Business or Personal?
35 Facebook Personal Profile You and your friends Individual users Personal address (if using for personal purposes) Fan Page You and your customers ( fans or likes ) Business users Business address (use on profile linked to page) Group You and your clique ( members ) Closed: not indexed, invite only, invisible to public
36 Facebook: Getting Started Business Name Logo/Photo Username/Facebook vanity URL (30+ likes) Invite fans import customers, colleagues, and prospect contacts from Social plugins connect FB to your website with Like Box button
37 Content & Conversation
38 Facebook Content & Conversation Post YOUR business photos and videos 1 3 sentences maximum Link to longer content via your website Share RELEVANT links and commentary Pose questions and encourage engagement Tag individuals and pages link to share Follow customers initiate and respond Follow colleagues and industry leaders
39 Facebook No No! Games Coupons and sales (that aren t yours) Politics Religion Sex, drugs, rock & roll Puppies and babies Memes (make your own instead)
40 Facebook Advertising Targeting: geography, demographics, topics Connections: Current fans? New contacts? Friends of friends? Pricing: daily vs. lifetime budget Small budgets: test market, evaluate success
41 Goals
42 Likes Facebook Goals Connect to customers and colleagues Talking about this Encourage interaction Were here Check in with location from mobile devices Conversions To website, to customers
43 Balance
44 Inform Entertain Sell
45 Other Social Media
46 Other Social Media Twitter 140 characters Hash tag: #keyword Entertainment, politics, industry leaders & more LinkedIn Professionals, job searchers, industry sectors YouTube, Pinterest, Instagram Visual sharing
47 Back to Basics
48 Back to Basics Professional signature (with links to website, Facebook, and other online platforms) E newsletters: Constant Contact Phone Professional voic Dedicated number (or well trained kids & spouse) Tip: Always invite information (especially ) to keep in communication with customers. Constantly update your mailing list or customer database.
49 Make Room for Mobile!
50 Mobile Optimization Sales from mobile devices = 8% of online sales ($6.7 billion dollars!) Only 21% of major advertisers have launched mobile friendly sites
51 Mobile Optimization Ensure website functionality for mobile devices Toddler size & thumb friendly Provide opportunities for mobile interaction Foursquare; Facebook location Customized apps Utilize mobile sales Square, Intuit, PayPal, Groupon
52 QR Codes
53 Get Creative!
54 Evaluating Results Google Analytics Page views, visitor information, conversion rates Facebook Insight Engagement, interaction, reach, demographics ClickTale Shows visitor mouse moves, clicks, and scrolls
55 Following Trends Mashable Small Business Trends Maine SEO Blog seo.com Your industry leaders Research, analyze, compare, and follow
56 Need More Help? For further info or help with business planning and marketing, contact your local business counselor at Women, Work, and Community, Maine Small Business Development Centers, or Maine Women s Business Center at CEI:
57 Thank you! Erica Quin Easter, Microenterprise Coordinator Aroostook County Center Women, Work, and Community 33 Edgemont Drive, Presque Isle, ME (207)
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