5+ Tips for More Effective Social Media & Email Outreach to Increase Sales at Farmstands & Farmers Markets June 16, 2015 Presented by Pam Knights Sponsored by the National extension Women in Ag Learning Network & the UVM Extension Women's Agricultural Network
TOUCH POINTS 1. Why & Purpose of Social Media 2. Consistent Branding Across all Platforms 3. Messaging & Posting Strategy 4. Photography 5. Facebook 6. Email Marketing 7. Building Your Online Community 8. Resources
THE WHY & PURPOSE OF USING SOCIAL MEDIA 1. Build online relationships & conversations 2. Build brand awareness & recognition 3. Generate interest that could lead to a sale 4. Get info out quickly- in real time 5. Share information across multiple networks 6. Engage with current & perspective customers 7. Inform & educate as well as entertain 8. Build an online community 9. Digitally market your business and the products you offer 10. Goal of increasing customer base and boosting sales
Logo Color Palette Tagline BRAND CONSISTENCY = BRAND RECOGNITION Boiler plate description Unique Selling Points CONSISTENCY across all forms of marketing communications
WEBSITE
EMAIL CAMPAIGN HEADER
BRANDING YOUR PAGES Be unique, stand out amongst your competitors Think of the number of farms using same sort of images, making it hard to distinguish whose who! Visually embed your brand in people s minds Saturation by number of consistent impressions Digital design by a graphic designer Design your own via https://www.canva.com
THE HOW MESSAGE & STRATEGY Develop a week-by-week seasonal production & farm and market activities calendar to guide content for posting Take seasonal photos- build a library Promote what s in season and what s coming in/up next Share links to articles about the foods you grow and sell, new varieties, food trends, healthy eating, sustainable farming & recipes Promote events that support local food sales in your area Introduce your staff, show off your farm location and products Create and promote special offers specific to FB or email Give growing, storage and cooking tips Post entertaining food and farming cartoons Recognize accomplishments of other farmers and industry leaders Link to supporting pages on your website and/or other businesses
Facebook is photo driven Take photos with smart phone when in fields and at markets for use now and next season Show people actively engaged with your products, staff, markets Ask permission to take and post customer shots or take at an angle so not recognizable FB will resize photos. Upload less than 100 KB to timeline to avoid compression. Use photo editing programs. Save photos and graphics as jpgs PHOTOGRAPHY
FACEBOOK: Less about Marketing & Sales, More about Conversations & Relationships Customize your Facebook URL https://www.facebook.com/username If business name is taken could add state abbreviation i.e.: /meadowbrookfarmvt Link to FB on your website and vice versa Post a minimum of 1-3 x a week Keep it short -100 to 250 characters Mix it up, limit to 30% self promotion Compose & schedule posts in advance Like & comment on related business pages Respond to comments on your page
EMAIL MARKETING Set up email management account free with http://mailchimp.com/. Must be able to unsubscribe. Create list(s), i.e.: general, vendors, market customers, CSA members, etc Offer opt-in link on website & Facebook page Customize email template with branded header for all outgoing campaigns In auto footer text: You are receiving this email because you opted in on our website, Facebook page, at an event or are or have been a farm customer. Send out brief weekly or bi-weekly updates, special offers for only email subscribers, include photos
RESOURCES Vermont Harvest of the Month http://www.vermontharvestofthemonth.org/ Initiative of Green Mountain Farm-to-School, Food Connects & Vital Communities Ready-to-go tools and resources to use and promote local, seasonal foods. Free Monthly Harvest Posters Educator Sheet- history, health benefits, fun facts, varieties, art projects, etc Home Sheet- recipes, cooking and storage tips
FREE RECIPES Vermont Fresh: A Food & Vegetable Handbook Produced by Salvation Farms & Sterling College for the Vermont Foodbank http://www.vtfoodbank.org/fornetworkpartners/verm ontfresh.aspx Free download for 40 fruits and vegetables, their nutritional value, storage advice, preparation tips and many recipes.
IN SUMMARY Develop and establish a solid brand and consistent messaging Communicate it consistently over all forms of digital and print marketing communications Engage customers by educating and exciting them about your story and your products, let your personality shine through Monitor and respond to comments, be courteous Like and comment on other food, garden & tourism related pages to engage and build online community Stay top of mind- frequency is key, dedicate specified time to be active on social media. This presentation will be available at: https://connect.extension.iastate.edu/womeninag