Post on 16-Apr-2017
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Finding & EngagingYour Target MarketThe Center for Rural Enterprise Engagement
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The Center for Rural Enterprise Engagementequipping agricultural businesses with the resources they need to thrive online
Conduct research related to online marketing for rural, agricultural enterprises.
ResearchTranslate and share research-based information to help enterprises become more profitable in this digital age.
Equip&
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The Center for Rural Enterprise Engagementa team of Extension specialists, researchers, teachers, and small business owners
SCOTT STEBNERManaging Director
DR. CHERYL BOYERExtension Specialist
Co-Founder
DR. HIKARU PETERSONAgricultural Economics
Co-Founder
DR. LAURI M. BAKERAgricultural Communications
Co-Founder
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What Will I Be Sharing?
Offering an overly simplistic and slightly cynical review of marketing history1
Sharing some general ideas on how to engage with your potential target audience2
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get here?How did we
an overly simplistic and slightly cynical review of marketing history
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The King of Copy
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David Ogilvy
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The Golden Age of Outbound Marketing
• Fancy ads, brilliant copy, and massive budgets drove sales and moved companies forward.
• Success hinged on advertisements at the right time, at the right place, with the right message, regardless of the accuracy of that message.
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But People Caught On. They Lost Trust.
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People, not Consumers, Became Skeptical
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• People shunned telemarketers with federal do not call lists (200 million and counting).
• They created multiple email accounts for spam.
• They have a better chance of surviving a plane crash than clicking on a banner ad.
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Did We Ever Ask What They Wanted?
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• We did this to ourselves. • We never really asked the customer what
they thought outside of focus groups.
• We were pushing. • We just didn’t care about their well-being.
• They never had equal say.
I have brilliant copy. Listen to me!
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The Shiftseeking to regain trust with relationship management & inbound marketing
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Enter Inbound
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• Providing something of true value that makes people voluntarily want to form a thoughtful and intentional relationship.
• It’s engaging in an equal conversation. • Two-way symmetrical communication /
relationship management
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Who Is Your Customer
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This is NOT a demographic question• What are they wanting? • What is their day like?
• What would make their life easier?• What are their struggles?• What is valuable to them?
• How can I provide content that makes their lives easier?• How can I uplift or encourage my customers?• How can I get that content to people?
• How can I learn from them in order to make my page & company better?
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No Tip or Trick Will Make Social Media Work if You Approach it
Like Mass Media.
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No Tip or Trick Will Work If You View
Social Media as a PurelyOutbound Process.
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Social Media Requires Immense Strategy, but it Also Calls for
a Paradigm Shift
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The Tipsfinally getting to the information people actually wanted to hear
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72%
31%
28%
23%
• DON’T • invest in a platform because you feel you should be
on it.• invest in a platform because your competitors are
on it. • INVEST
• in a platform because your customers are on it AND want to connect via that channel.
• in a platform if the data suggest you can generate some form of return from it.
Where is your customer & why are they there?
More than 65% of online adults are using AT LEAST one social media platform for personal use (Pew Research Center, 2015).
65%
Be Strategically PresentWhich Platforms Are Your Customers Using?
percent of online adults who use social media by platform (Pew Research Center, 2015)
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• What groups are active in your target market, and how can you become an opinion leader?
• Consider starting a group if none exist.
• Provide great, interesting, and highly visual content that resonates with who your customer really is as a person.
• External links are not doing as well as photos / illustrations.
• Create event pages to boost reach.
• It’s a traffic jam platform.
Facebooklearn what your fans want, then routinely give it to them.
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FacebookAnalytics is an essential part of listening to the customer to find out what they think is important.
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• Target market like no other tool in history.
• Use analytics to inform content, and use high-engaging posts for ads.
• Spend around $1 / like and 10-15 cents per impression.
Facebookadvertisements are here to stay
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Obvious calls to actionUse popular & relevant hashtags.
Prepare for high engagement & low conversion.
Have a definitive style. Use tools likeVSCO Cam.
Make your culture known.Consistency
Instagramcraft a visually consistent brand identity that tells a story
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Instagramcraft a visually consistent brand identity that tells a story about who you are
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WE ARE WAITING ON TWITTER• Search hashtag use by locality.
• Use TagCloud (when it’s running).
• Are there twitter chats going on?
• Who are the opinion leaders already on the network?
• Politely hijack those hashtags.
• Needs quick responses.
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THE NEW GOOGLE• People use Pinterest for ideas and
instructions. • Pinterest is NOT a place to post products
and pictures.
• Pinterest is a place to post solutions to problems.
• Must have a clear call to action.
• Relevancy for small stores that don’t sell online?
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THANK YOU
JOIN OUR COMMUNITY
Facebook.com/ruralengagementINTERESTED IN MORE?newmedia@ksu.edu
Phone785-532-1173
CONTINUE LEARNINGwww.ruralengagement.org