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Best Practices in Social Media Marketing
Ariana Torres, Ph.D.Assistant ProfessorPurdue University
First, let’s start with some industry trends…
Consumer confidence index
Where is the opportunity for agriculture?
Latest Health Eating Index (HEI) shows how healthy is the American dietUSDA - Food and Nutrition Service
CDC – Center for Disease Control and Prevention
2 cups of fruits/day3 cups of vegetables/day
How do we leverage on these trends?
AdvertisingAny sales presentation that is non-personal in nature and is paid for by an identified sponsor
PublicityAny commercial news covered by the media that
boosts sales but for which the small business does not pay
Communicate, communicate, communicate…
• Safest option è online local food purchases with direct delivery
• Priorities: local, safe, nutritious
• Local = less risk of food contamination
How do you highlight what is important about your online store?• Consistent branding
• Logos, mission, vision, contact info, address, family history• Good quality images = showcase• Accurate product descriptions
• Create simple URLs (or links)
• Use hashtags and geotags • #WestLafayetteCovid19, #LafaytteFood, #LafayetteLocalFood
• Share posts to other platforms
• Include calls-to-action: click, buy, place your order, tag a friend, DM us
How do you appeal to your customers?
• Communicate your values, your history, your impact in community
• Have a delivery plan visible • Minimum order value you are able to ship (minimum profit per order)• Feasible frequency of orders• Location of customers• Create a schedule• Find partners
• Communicate pick-up location/times• Sanitation protocols• Pre-package and ready-to-go• Pre-pay (online)
Your core
values
Core values affect your business strategy
Family values
Family vision Strategy
Communicate your core values
Why
How
What
If you want to start using online tools,You need to position your business
Reduce the distancebuyers agriculture
Is your marketing built around the most powerful, persuasive, intriguing, compelling, and fascinating message possible?
Build relationships
Attracts attention
Communicates Value
Proposition
Emphasizes key benefits of
product/service
Build your value proposition“What is in for me?”
• Base your value proposition in the 4Ps• How your product solve problems• What can they expect if they purchase from you• The advantage of doing business with you over competitors
• Competitors are milliseconds away • Everybody is saying the same thing
• Do marketing by values to strengthen your message• “If you stand for nothing, you will fall for anything”• Tap into people’s emotions: youthfulness, be part of a group• Show your passion, enthusiasm
The 4 Ps of marketing
Product
Place
Promotion
Price
The healthy
consumer
“fresh”
“whole”
“no additives”“ethical”
"minimally processed"
Source: Packaged Facts
PRODUCT
• Larger share of consumers dollar• Build relationships
Presence of AmazonFresh in 2018US Online Grocery Sales ($B/YR)
19%
18% 20%26%
53%
0%
10%
20%
30%
40%
50%
60%
$0
$5
$10
$15
$20
$25
2013 2014 2015 2016 2017 2018
Packaged Facts
PLACE
PROMOTION• Build efforts to improve compelling communication with
consumers across online channels
• Combine purchased-based data and reach-based data• Current versus potential customers
• Test online marketing strategies with different audience to track results
More than 3 out of 4 Americans
use social mediaMore Americans are buying from
Internet: Millennials &
Baby Boomers
Additional platforms for online marketing
• Success in one channel can impact in another
• Look for existing platforms • Platform: the various types of social media accounts that are available.
Some of the most obvious examples include Facebook, Instagram, and Twitter
• Customers are hanging out online, and you?• Facebook, Instagram, YouTube, Twitter
Email Marketing
• Collect email addresses of your prospects or customers• Send them interesting information• Engage them with offers
Ideas- Create in-depth articles that your audience wants
to read- Create an email newsletter- Home page of website is an email opt-in box - You don’t need to mention any product
Follow spam laws
Public relations• Examples
• Blogs• Community events• Create a quiz to determine the right product
• Build community• Email• Comments• Face-to-face
• Provide value or interesting topics to your target audience
• Exclusive product preview, tasting session, workshop,
Offline ads
• Examples• Magazines, newspapers, billboards, radio or TV• Still a way to reach a big audience
• Increase brand awareness
• Drive traffic to e-commerce platform
PRICE
A strong value proposition bolstered by best practices can boost revenues by as much as 10 percent (McKinsey, 2014)
Aim for your correct target• Use resources efficiently
• Define your market1. Geographic: location2. Demographic: age, education, gender, marital status, income3. Psychographic: receptive to new products, values, drivers of behavior, attitudes,
philosophy, mindset
• Demographic and geographic are a good start, but just that• Income and age (35-54) play a higher role in consumption of leafy greens• Psychographic is the key
• Identify your “buy now” customer
MARKET RESEARCH
Psychographic
• Social status• Lifestyle• Activities, interests and
opinions• Personality traits• Values and attitudes
Household income ($)
Source: Simmons
Eats Fruits and Vegetables Buy Local
Connecting with Millennials, Gen Z• Interpersonal influencers are useful and trustworthy: family, friends, colleagues, neighbors
• Want healthy goods that are new or ethnic
• Millennials want to interact with their brands. Rate products, make comments without censorship, talk with their friends via social media
• Build trust through frequent and consistent messages sent via social media. Building a brand means building a story. If people complain, address their concerns honestly and sincerely
• Use multiple channels: are complementary rather than competitive
• Have strong social conscience. The more you are able to engage in the causes they care about and show your company’s engagement, the more likely they are to become loyal customers – you have to be sincere!
Create a good online/offline impression
• Inside your business• Make it easier to buy• Arrange things congruently, organized, and logically• Have creative idea displays
• Customers prefer to deal with successful businesses
• Promote• Advertise• Educate: charts, posters, articles, products
70 % of shoppers
use a mobile
device while shopping in
a store
25% of shoppers compare prices on
their phone
In-store media can influence
20% of decisions
Smarter shoppers = Smarter sales
• Increased smartphone usage
• Online shopping (3X growth in 5 years)
• Improve customer trust for perishables
73%
20%
Promotional Strategies
1. Write an article of interest to customers
2. Sponsor an event to attract attention
3. Involve celebrities “on the cheap”4. Offer to be interviewed on TV and
radio stations5. Publish a newsletter 6. Speak to local organizations7. Sponsor a seminar
8. Write news releases and fax them to the media
9. Serve on community and industry boards and committees
10.Sponsor a community project or support a nonprofit organization
11.Promote a cause12.Promote your company’s publicity
Generate interest• Reward loyalty and generate customers thinking, talking, and interested on you
• Show growth/change: create new products every month (fast-food industry) or make new products look like new
• Re-launch• Re-theme
• Get recognition – influences, awards, blogs (write, publish), news release
• Do-It-Yourself to Done-For-You• Add services to your mix of products• People want things done for them
• Piggyback into trends and news events (sponsor), seasons, holidays
Treat your customers as your best asset
• If a customer feels uncared, she/he will believe that is reality
• Look at customers as “The customer signs your paycheck”• They chose use from other choices• They may have postponed or gone without something else they want/need
• Express simple gratitude• Individually• En masse• Publicly
What about online reviews?
Create a brand for your social media pages
• Logos and imagery• Company description• Vision and mission• Find inspiration and mimic them• Content, posting frequency, imagery, photo filters• Respond to comments ASAP• Be consistent
• Post photos from the farm
• Share agricultural messages
• Connect with agricultural pages
• Share farm facts on your page
• Post videos of your operations
• Advertise other businesses’ events
Show your business’ DNA
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