2013 Maple School-Connect to your Customers using the Web
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Presentation by Field Specialist Kelly McAdam for 2nd Annual Maple School October 26, 2013
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2013 Maple School-Connect to your Customers using the Web
- 1. Using the Web to Connect to Your Customers Kelly McAdam UNHCE Belknap/Strafford County
- 2. Ways to Connect • Website – Are you mobile-friendly? • Social Media • Email Marketing
- 3. Who are your customers? • • • • • • Age, gender Education Family status Are they using the Internet? Social media? How do they like to communicate? Do they use mobile technology?
- 4. Farmers’ Market Consumers in Rockingham and Strafford Counties By Jewel McKenzie, Nada Haddad, Mike Sciabarrasi, and Alberto Manolo. Available at www.extension.unh.edu
- 6. What are your customers looking for? • Hours, directions, phone number • Methods of payment • Are pets allowed at your business?
- 8. Online Store
- 9. DIY or Hire Someone? • Web Developers will be costly – Still require you to provide content – Ask around, check other business websites • DIY – Lots of inexpensive website providers – You are in control – Must make the time
- 10. Common Website Hosts • Open Content Management System – Wordpress (Blog format) – Joomla • Weebly, Wix, Small Farm Central • Many now offer online store capabilities • Will your host convert your site to mobile?
- 13. Common Mistakes • Website is started…and stays that way – Keep updated with good content • Social media takes the place of a website – Your website is your “home” on the Internet • Website is not mobile friendly
- 14. To Get Started • • • • Use a Website Host you can navigate Lots of good pictures Plan for what you want to say Purchase a domain name that makes sense to your customers – Can be packaged together with website hosting • Link your social media to your website
- 16. 2/3 of NH Population are Facebook Users (aged 13+) -”The State of NH on Facebook” by Epiphanies, Inc. of Gilford, NH
- 17. Two ways to Approach Social Media Desired Result Tool, like Facebook Strategy Time well spent??? Am I making connections? Am I increasing sales? Customer Tool, like Facebook Goal
- 18. Social Media Plan Goals • Increase sales by 10% • Build brand awareness for my product • Build trust with the public Strategies • Use one social media tool that my customers are using • Post 1x per day inseason, 2x per month off-season • Include photos in half my posts
- 20. Posting Schedule… Date l SM Too k ace boo -May F 2 ok Face bo 3-May ok Face bo 4-May k ace boo -May F 6 st Pi nte re 6-May ok Face bo 7-May to de pho Post ant ! Incl u s i mport are up i ty date y i t's so Carrots tur , wh ti ng ma syste m Cal cul a gati on i rri of our Photo onday! appy M H s g photo er Se e dl i n re mi nd r's Day Mothe
- 21. Tell Your Story Did you know… This is what is happening today… • • • • • • Share Connect Personalize Increase interaction Build Awareness New customers find you through shares, your visibility
- 22. Success with Social Media
- 23. Posting Photos, Videos • Make picture-taking a habit – – – – Photos of what is happening on the farm Something “unusual” to your customers From field to table How to use your products • Videos – YouTube, Vimeo – Good equipment – Have a vision for your video-will it teach how to use the product? How you produce the product? • Photos improve interaction by your followers
- 24. Social Media Best Practices • Are your customers using social media? – Which tools? • • • • Choose one or two tools Link to your website Post photos Continue to use your social media all year long
- 25. e-Newsletters
- 26. Create e-Newsletters • Online Providers – Monitors open rate,click-through’s – Easy unsubscribe feature – Mobile features • Word Procesing Software – Save and send as a portable document format (PDF)
- 27. Create Valuable Content • What are your goals? Publicize events Educate-pictures of tree-tapping, boiling, videos Direct customers to our website Communicate product availability • Include a Call to Action • Encourage Interaction Click here to find out more… Register for an event Watch this Video Tell us what you think Gather Feedback Invite them to share with friends Greet subscribers by name* Provide an email address, phone#
- 28. CAN-SPAM Act http://www.fcc.gov/guides/spam-unwanted-text-messages-and-email Best Practices: Solicit email addresses specifically for the purpose of an e-newsletter, obtain written or oral permission Always include an unsubscribe feature Consider establishing a Privacy Policy-”your email address will not be shared”
- 30. What works for you?
- 31. Resources • E-learning series: Establishing a Facebook Page for Your Business http://bit.ly/14fA7z7 • Farmers’ Market Research Study by Nada Haddad et. al. www.extension.unh.edu Kelly McAdam Field Specialist, Food & Agriculture kelly.mcadam@unh.edu 527-5475 (Belknap/Strafford County)
Editor's Notes
- Using a social media tool that your customers are using ensures that your message is being delivered and your customers are your best referrals, providing recommendations for your business. This interaction is seen by those that are friends or follow them. The more you post, the more interaction you will have, and the better chance for gaining new followers (potentially new customers). Posts with pictures are more effective-they are seen better and provide more educational value to the non-farm public, helping you to build trust with the public.