Tips and Tricks for Social Media Marketing

1 Page:

FOR THE GREEN INDUSTRY

11 Social Media Marketing Tips

The Center for Rural Enterprise Engagement

2 Page:

What Are We Doing Today?

Introduce the Center for Rural Enterprise Engagement.1

Share 11 practical tips for boosting your social media marketing in 2016. 2

Open the webinar up to any questions related to online marketing.3

3 Page:

The Center for Rural Enterprise Engagementwe know rural growers

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&

4 Page:

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

5 Page:

presentTip #1: be

it is just as important to stay away from a social media channel as it is to be present on it

6 Page:

72%

31%

28%

23%

Instagram

Twitter

Pinterest

Facebook

• 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? More than 65% of online adults are using AT LEAST one social media platform for personal use (Pew Research Center, 2015).

65%

Tip #1: Be Strategically PresentWhich Platforms Are Your Customers Using?

percent of online adults who use social media by platform (Pew Research Center, 2015)

7 Page:

Rural

• Smaller network of friends• Less “trusting” with privacy

settings.• Use primarily Facebook,

but Pinterest and Instagram are rising.

• Twitter? No thanks!

Urban• Larger network of friends• Users are more open to strangers

and sharing information.• More diverse social media use• Instagram, Pinterest, and Twitter

are used more frequently than rural users.

Tip #1: Be Strategically PresentRural and Urban Audiences are Different

YOU HAVE TO UNDERSTAND YOUR UNIQUE AUDIENCE TO TRULY IDENTIFY WHAT SOCIAL MEDIA PLATFORMS TO USE.

8 Page:

steps Tip #2: baby

master one channel before you move on to the next

9 Page:

One Great Social Media Pageis better than a mediocre presence on all of them

10 Page:

Are posts constantly published on a frequent and

consistent schedule?

#1: Posting Frequency

Is the content high-quality?#3: Quality Content

Are you meeting or exceeding the industry benchmarks for audience engagement?

#2: How Are Those Benchmarks?

Are customers going to benefit from your content on that social media channel?

#4: Are Customers There?

Item One:Posting

frequency

Item 3:Quality content

Item Two:Meeting or exceeding industry

benchmarksItem 4:

Customeruse

Tip #2: Baby Stepshow do you know when you’re ready to add another platform?

11 Page:

& plan accordinglyTip #3: be strategic

just because it’s free doesn’t mean it should be spontaneous

12 Page:

Have at least two weeks of content scheduled at any given time.

Make sure all posted content is published when the most fans are online.

Schedule ContentSocial media takes just as much time to plan, if not more, than traditional marketing efforts.

It Takes Strategy

Be Strategic: Plan Accordinglyjust because it’s free, doesn’t mean it should be spontaneous

13 Page:

integratedTip #4: be

the ultimate question for online marketing should be, “and then?”

14 Page:

Integrated Online Marketing

• And Then . . . • Your website is home base.• Does every channel have a

clear path that leads the customer to a decision?

• Access, schedule, and monitor all social media channels through one dashboard.

Tip #4: Be Integratedno channel is an island.

15 Page:

Hootsuite lets you monitor the activity of multiple accounts, saving you time.

Monitor

You can manage up to three accounts under the free plan.

Limited to 3 for Free

Hootsuite allows you to schedule multiple posts across multiple platforms.

Schedule

Tip #4: Integrate with Hootsuiteschedule and monitor up to 3 accounts at no cost

16 Page:

visualTip #5: be

people don’t read social media, they skim it for valuable content

17 Page:

Tip #5: Be Visualyou must have a visual presence on a visual platform

Photographs have the highest engagement rate of all forms of content for pages with under 100,000 fans.

Photographs

For pages with fewer than 100,000 fans, video ranks as the second most engaging form of content.

Video

Links are the third most popular form of content across all Facebook pages.

Links

Status updates rank dead last on every type of page for engagement rate.

Status Updates

18 Page:

Tip #5: Be Visual

Curate content from your customers.

Always be creating image libraries.

Have plenty of “before and afters”.

SOCIAL MEDIA IS A VISUAL PLATFORM

Create incentives for employee submissions.

Post videos directly to Facebook.

19 Page:

You can use their images for a small fee, or you can upload your own for free.

Design from your desktop or mobile device and save your productions on the cloud or to your device.

NOT A DESIGNER? NO PROBLEM!CANVA is a free design program that has templates for just about anything you would ever want to create.

Tip 5: Be Visual With CANVAdesktop and mobile design app

20 Page:

ADOBE SLATE & ADOBE VOICE• Free tools to help you communicate

more effectively• Adobe Voice is available for iPad and

iPhone• Adobe Slate is available for desktop

and iPad.

Tip 5: Be Visual With Adobe Mobile Suitefree design & video apps for your iPad

21 Page:

reviewsTip #6: curate

good reviews don’t have to be happy accidents

22 Page:

REVIEWS CAN BE SCARY, BUT THEY ARE NECESSARY• If reviews are turned off, you could be damaging

your potential.• Don’t print links or calls for reviews on receipts for

every customer.• Train your employees to identify “trigger” words

that indicate customer delight.• Always respond positively to every customer

review. • Poor reviews can be a way to show how great your

customer service and support is. • DO NOT incentivize reviews.

Tip #6: Curate Customer Reviewsgreat reviews aren’t just a product of great service

23 Page:

email listsTip #7: segment

your subscription list is made up of many unique individuals

24 Page:

Tip #7: Segment Email Lists

25 Page:


26 Page:


27 Page:


28 Page:


29 Page:


30 Page:

data regularlyTip #8: measuremeasurement is an integral component of any social media marketing effort

31 Page:

• Social media allows you to learn from your customer to produce better content.• Better content will increase their engagement and your relationship.• Your customer is telling you what they want to see; learn to speak their language.

GOALS OF SOCIAL MEDIA: foster engagement, build relationships, generate leads

SOCIAL MEDIA MEASUREMENT

Facebook Engagement Rates• Metric One: (Likes + Comments + Shares) / Fans = >1%

• Metric Two: (Likes + Comments + Shares + Clicks) / Reach = >10%

Measurement should ultimately focus on whether or not you are obtaining your goals for each marketing platform

Tip #8: Measure Regularly measure what matters

Websites• Repeat visitors • New visitors • Time spent on site• Page views per session• Most popular pages• Referral source• Conversions

32 Page:

paid advertisingTip #9: try

33 Page:

• CPM - $3.50 - $4.00• Cost per click – 40-50 cents• Cost per like – approximately $1

LOW-COST

Although good content will be successful, organic reach is declining.

ORGANIC REACH

TARGETED

www.ruralengagement.org

Tip #9: Paid Advertisingtake advantage of direct marketing at its finest

Facebook advertisements let you target a specific market like no other tool in marketing history.

34 Page:

Tip #9: Paid Advertisingonly pay for your target audience

35 Page:

TIP 3: SCHEDULE GREAT CONTENT BEFORE AND AFTER THE CAMPAIGN.

TIP 1: YOUR PAGE IS A FOCUS GROUP.

TIP 2: HAVE A CALL TO ACTION.

www.ruralengagement.org

Tip #9: Paid Advertisingtake advantage of direct marketing at its finest

36 Page:

video broadcastsTip #10: try live

create a great live educational session that focuses on boosting sales

37 Page:

Educational ProgrammingiPhone only

Promote Products for the WeekendSaved to Your Page

Behind-the-Scenes FunAvailable for all Pages

Tip #10: Try Live Broadcastingshow a glimpse behind the scenes, educate, or promote

Marketing TipsAbout Live Feed

38 Page:

the influencersTip #11: influence

create a great live educational session that focuses on boosting sales

39 Page:

Social Media Thrives on Amplification

• Newspapers?• Magazines?• Bloggers?• Travel publications?• Influential community

members?

Tip #11: Influence the Influencers

40 Page:

with Google trendsBONUS TIP: trend

generate keywords that are relevant now and into the future

41 Page:

Bonus Tip: Google Trends

GardenCenter

Plant Nursery

ID relevant keywords.

Isolate past, current, and future trends.

HousePlants

42 Page:

THANK YOU

Social Media Tips for the Green Industry

JOIN OUR COMMUNITY

Facebook.com/ruralengagementINTERESTED IN [email protected]

Phone785-532-1173

CONTINUE LEARNINGwww.ruralengagement.org