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Online Marketing: Strategies and Techniques- Part 1

David Sharpe


David Sharpe

Technical Director for the Center for Online Evangelism



  • November 11, 2015
    8:15 AM
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Father in heaven want to thank you so much for the privilege that we have of of coming to out here to this wonderful campground and learning more about. Agriculture and and home to live closer to the plan that you originally had in mind for us fathers we look today it at our online marketing course we ask that you be with us. If guide and direct us and help us to keep you in mind in everything we do. Premier name in. OK. Come on in. Just in case you wanted to be sure you're in the online marketing. Class and it's scheduled to last seven hours. And we are going to cover a lot. You are not by any stretch of the imagination going to be an expert when you leave. We're barely going to scratch the surface. Look I'll give you an overview here in just a minute. I do not have a handout for you however I will email. My slides and notes with resources and links to you. And maybe one of the breaks. Here I'll get a page piece of paper together and you can write down your email address. For those of you who are listening on the recording audio verse recording if you would email me at David. S. at center for online evangelism. Dot org David. S. as in sharp at center for online evangelism dot org And I'll be happy to email the notes and slides to you as well. OK. Who am I. Why should you listen to me. This is the spot where I get to brag about myself a little bit. And really it's. This is not that I'm such a great person as much as it is I've felt lasted. Most of the people around me so. All right have been in marketing since the early one nine hundred ninety S. I started working with the directs mail. Manufacturing firm. Sold security products all over the world and. I was involved in marketing and moved in to the copywriting writing the marketing materials for the company and for the catalog. In one thousand ninety five I quit that job and started my own web development company this was about the time that Netscape. For those of you that have been around if you remember Netscape it was a. For those of you that weren't even born then that was a. That was one of the early browsers. So this. This is what started the World Wide Web The World Wide Web part of the Internet got started right about then. And I was really excited about web pages and Web sites. The problem is is. Nobody else even knew what it was so my first. My first venture in a line marketing and being in business for myself was an absolute failure because I got sick and tired of trying to convince people. What. Why you needed a website. You need to know what it was so it was kind of an interesting experience but hung in there and was able to go into copywriting. You know in case you're not familiar with that term it does not mean the legal. Copyrights copywriting books and. And so on it's writing. Marketing copy the text for marketing material sales letters web pages and so on I go. Back into web site development and ended up getting involved with a lot of Word Press. Websites and we'll be talking about Wordpress here in a minute. In case it's not familiar. And I've gotten the e-mail marketing which is one of the most effective forms of marketing online. And I've owned and operated several businesses in between all of this. Some manufacturing. Information publishing and other online marketing services. Currently I'm a licensed. H. Im a business consultant that's hidden marketing asset side. I don't do that a whole lot anymore because my other work takes full time but it just means that I'm capable of coming in and looking at a business and diagnosing things that need to be fixed. Added change. And other. There are a little things to do do to improve the profitability the bottom line for the business. I'm a certified search engine optimization copywriter which means that I have learned and demonstrated says some level of competency of the intersection between search engine optimization. And copywriting. And again. Some of these terms will go into more depth here and a little bit. I'm the technical director for the Center for online evangelism we are an independent ministry that helps Adventist Church is and schools and ministries. With their online presence and we we have a variety of services ranging from helping them get better positioning in the search engines. To having more effective web sites that in gauge with their visitors. My gardening interests. Your to know that. I do have a few gardening interest I'm not just a online guy. I grew up on a five acre marker farm in Washington State we had forty fruit trees. About an acre in vegetables and then about a thousand feet of raspberries and I can tell you that by the time I graduated from Academy. I hated raspberries with a passion. To this day I can't eat them. But it was a great experience. I'm a certified master gardener although the certification has lapsed. I worked in the extension office in the county in Washington State. As their master gardener coordinator and the Master Gardener. A master composter program coordinator of head perma culture training and I've been involved in several So school. Gardening programs. Primarily elementary schools. At one time I was a publisher for the micro farm journal it was an online publication and I'm going to be reviving that here in the next six months or so because I see a lot of people interested. Looking online for information about small scale farming and. In fact according to the National Gardening Association. The vast majority of people who are involved in gardening in the U.S. are in suburbs. So they're dealing with very small scale operation. Gardens. You know what they can fit in our backyard. And so they're looking for ways that they can improve their that the term now is nutritional independence. And so they're looking for ways that they can. Can grow their own food. Even in the suburbs. And my answer is of course school gardening. Experimental gardening I like to to learn as much as I can about the. The intensive yield high yield methods and forest gardening. OK that's enough about me. Who are you. So let me get a sense so that I know for what. To how to tweak what I'm going to tell you today. What type of operations. Do we have here in the room. People representing here in the room. Just pop up and tell me how big do you have a farm is how big is it is that a garden are you just interested in and let me know so I know how to tweak what we're talking about. Richard is. I'll get your get you his contact information but Richard is working on where we're part of a kind of a council that says that he's put together for lifestyle centers. And to help the lifestyle centers become an outpost for the for a local community and it's going. Some lifestyle programming available. Then and I believe. Derren Greenfield is working with him on some of the agriculture aspects we're bringing in online marketing aspect so that the lifestyle centers that become that are participating can. Have a little more effective marketing in the communities they're targeting. That might be a good resource are eighty M. S. And I think I'll have to double check but I think his. I think he said outpost ministry dot net. I think. O.C.I. is part of the part of the. I don't know it's a council coalition whatever the. The group that it's kind of a loose knit group right now. But they are involved. So. Resources are always helpful with the actually need to use them or not. Yes. OK So we have kind of a range in the market gardeners. C.S.A. type stuff. OK. Wholesale. You're doing wholesale you're doing wholesale. Let's see what other type of operation. Would we be anything that's not been covered I guess I should ask. Compulsive. And you've actually got something there and we'll touch on it a little bit later. You've got the opportunity to do what's called reality blogging. Where you can have a website that reflects what you're doing as you're bringing your homestead from the ground up. People love that stuff. And there are sites of this type that are bringing in a healthy very healthy income. When it's done right. Just by. Journaling and documenting and talking about what you're doing and how your projects coming to UPS and the downs because people like to know that you're not perfect for some reason. So. Hard. It's one of the terms I'm not sure what you would find out there if you were. If you are searching for it but in a little bit later on I've got a resource that you'll want to resources that you'll definitely want to look at that. That will give you some good information. All right who has websites. And what kind of results are you getting from them. OK. OK. Anybody else. Maybe I should say who has a website for their operation. All right. Are you getting the results you want. You're not alone. This is really common people will. I'll ask people in the say you have got a website and. And no I'm not getting any traffic I'm not getting any visitors it's not doing me any good. And unfortunately. As you'll see as the day wears on you'll understand. The days of. If you build it they will come. Those days are long gone and a website now is no longer a set it and forget it type of operation it's no longer build it and walk away and go back out to the garden. It is like any other business. Your website is now your marketing platform. It is something that you have to spend time or money or both in order to get results. And the. Challenges. And will cover this also is that you cannot. If you are dealing with a market. Of any kind. You cannot not have a website. Because just because you will go. And I'll go in a little more detail here in just a moment on that. OK. I'm going to ask now so that you can be thinking about it down at the end of the class. If we have the time. I would like to go through a website. Live. And look at it underneath the hood so to speak and kind of do it a. It's not going to be a real in-depth audit. But an audit of the site. To give you an idea of what you would look at look for when you're looking at your own website so if somebody is interested. Let me know and I will. At one of the breaks and we'll do we'll pull it up and get get it ready to go. Didn't have to be a gurning Web site to be anything. All right. For some reason the slide give me trouble classroom etiquette. OK. You know every everybody's got their rules and everything this one. It's pretty relaxed. If you do not understand the term. A word or a concept that I use. Please raise your hand. Shout at me throw things whatever it takes to get my attention. Because I live this stuff. Every day all day this is my job. The first thing I do in the morning. When I check in to work. Is I pick up a book to read to try to catch up on on or try to expand what I'm doing I also read fourteen newsletters every day industry newsletters. I have meetings with staff that are are focusing on their very specific areas. I'm just trying to stay abreast of the general knowledge. I have staff members that. That focus on the specialty. And then I have to meet with them to find out what's going on I live and breathe this stuff every day. So I know that at least once today I'm going to use a term that you don't know. Please do not walk out confused. Yes ma'am. Yes. But I'm actually an employee of the Center for online evangelism. I also do some outside. Freelance work on my own. Just because there's still a few hours of the day left. But yes I do work and. And I work. I've also got a contract with a business. A digital marketing agency and I provide. I have content team that provides content for them and other services so. I've got my world. I've got my foot in the world of business and the nonprofit world as well and that. I'm trying always trying to adapt. Things that work in each bring them across to the other side. So ask questions. Don't hesitate to ask we've got a lot of information to cover and I'm going to try to take it slow enough. And I'm going to try to remember to to define words when we come across them. But again. Wave your hands whatever it takes the that is something when. When we get. I don't start don't deal with that specifically. However getting people to come and work on your farm is a volunteer. Is something that would probably fit into the content. Section So as we're talking about types of content. And how to engage with your site visitors. Remind me and. You. That's good that's where you are you need that you need then. OK. Why bother with with online marketing and I've already covered a couple of things. But I did tell you that ninety percent of all people. Research online. They go to Google. Before they call or visit a local business now this is the sickly for local businesses. Do we want to take a break or give Are we OK for a little bit. OK. Ninety percent. They go straight to Google to look you up before they call you to ask a question. All right that means that that Web site is your front door where the you like it or not forget Yellow Pages. Unless you are way out in the. The boonies. Where people have still have yellow pages to use as a doorstop. That's not where people go anymore even out in the boonies I live in the middle of Cherokee National Forest. I have to have satellite internet because I'd I'd don't have a landline coming in. Everybody carrying one of these things. They want to know something if they don't know. Billy Joe that does the septic tank they get online and they look at look up who's doing septic can. In the area. So you have to this is why you have to have a website. People don't use deal of pages anymore. Word of mouth and website. Ard. Are your two primary means as far as. As I have seen. All right there are some misconceptions about online marketing that we need to cover. One of the biggest ones that I run into is that online marketing is somehow related to computer science. That if John Doe is good at computer programming or at building computers or managing computer networks or building spreadsheets. Or anything else like that that he's automatically the guy to go to for online marketing. This is not so. If you notice as I was running through my experience how many computer classes did I tell you about done by marketing is. My background is in marketing and everything that I need to know about technology. I picked up on my own. You do not need computer science degree to do this in fact. If you have a computer science degree. I would say you are at. If you want any degree to pursue for this type of work. Marketing and Communications is the way to go. This is not. Computer Science. Another misconception and it used to be this way you could just set. Build a website set it and forget it. Go off and plant your sweet potatoes and have fun in the dirt. And people would automatically magically show up at your website. Tain't so. Like any marketing now you have to invest in it. And here's the part and will cover a little bit more later on but once you start working on your website. If you quit working on your website. You know what's going to happen to your position in the search results. It slides. And the more it slides the faster it slides. Because Google will notice you've started working on your website Google knows everything by the way. And what it doesn't know it just introduce machine language to learn that it can learn. It can learn on its own now so. You constantly this is not something that constantly means different things for different scales of business. Just the will. We'll talk about search engine optimization so don't worry about the definition of that just yet. Just search engine optimization depending on the size of the business can run from twelve hours to one hundred hours per week. The agency that I contract with. I would guess that they're working closer to the hundred man hours per week because it got fifteen people working on online marketing. All the time. So it. The bigger the business. The more you have to work at it. Google looks at your site and says aha. There's this new little farm that popped up. They've got a cool little website. They put on five pages yesterday. And last week they put up three new pages and the week before that they had to blog posts and. And then next week you don't do anything. Google says well maybe they maybe it's harvest season maybe it's. It's OK the next week you don't do anything and Google says. It's maybe this site isn't relevant anymore. Maybe they've quit working. Maybe the farm got swallowed up by the last earthquake or hurricane or whatever and. Google will start dropping your position in the search results. You've used Google. I don't have a whole section where I'll go into that but I'll tell you I'll give you a brief overview. When you do a search in Google. You've got a list of search results. That pop up. That's not a static list it's not the same every time. You could do it you could go back and check it five minutes later and get different set of results. Good luck. And. And so it's very dynamic. And it changes constantly debt. Where that. Let's say you're looking for A.B.C. plumbers. Or you're looking for a plumber an A.B.C. plumber shows up as number three result that it's position. It's also the color rank and it's got several other. Vague terms that go along with it. If A.B.C. plumbers. Quits. Doing any of any work with their web site the stuff that will be talking about today. In a couple of weeks it's going to start. Maybe it'll be at number five. Because X. Y. Z. plumbers got on the stick and did something that pushed them up higher. In those search results. A.B.C. plumbers keeps dropping and dropping dropping pretty soon they're on page two of the search results. And there's an old joke. In our little world that says where is the best place to hide a dead body. On page two of Google search results because nobody goes there. Like eighty seven did one hundred percent of searches. Stop. On page one and the remaining number of searches are spread among all the other pages you know the two hundred if you've got five hundred eight million results. You know. The first ten get eighty seven percent of the traffic. No it's. It's more that when you get started on it you need to stay somewhat consistent and it doesn't mean that you have to say I'm going to do do this every day or this. Once a week. But you constantly need to be working on improving. Adding in gauging with people and we'll cover some of those details. In the next sections. But. But once you start. Don't stop. Chinese math is a is a common misconception in in online marketing and I'll have to explain the term this is from my old direct response mail order days. And the thinking goes something like this. I have a blue widget that I want to sell. And if I put it online. People in China will see my blue widget for sale. Let's see there's nine hundred million. A billion Chinese people. And if. And I'm going to be a real conservative I'm a say if only one tenth of one percent of those Chinese people buy my widget. I'll be rich. And it doesn't work that way. You have to watch the thinking that there's millions and millions you know for example there are six point six billion. Searches on Google alone. Every single day. So Google process a six point six billion searches worldwide every day. Don't get caught up in the math of thinking well if I can only get one tenth of one percent of all the six point six billion searches every day Ham going to sell out all of my Arctic jokes. Because it doesn't work. Quick results. This is a long term game. Unless you put a lot of time and throw money at this. In the form of paid advertising and so on this is a long term process. Given what most people are able to put into their web sites you're looking at. Probably a couple of years of steady work. To reach full potential that doesn't mean you're not going to get results. It just means full potential. Most of use sounds like you're dealing with local type operations. You're very fortunate because competing with local competitors. You know trying to trying to get traffic to your website. From people in your community is a lot easier than trying to get people to your website from around the world. This is one I hear a lot I don't need all that fancy stuff I don't need all those bells and whistles just I just want to page to show where people come and where people can come to my farm or where they can call me. In some cases. You might be right but in most cases I'm going to say in today's online environment that probably isn't going to work. I'm and I'm the only reason I'm qualifying this is because it's possible that there might be a scenario that I can't think of right at the moment. That that might work but when people look at websites and when you see next time you're online and you're you're looking at you're doing the search and looking at the results and. What you see. See if you're doing the same thing. People look at Web sites and they judge the quality of your business. And the competence of the business operator. By the website it's not fair. It's not right. But this is how we do it. We look in at the Web site. And we say. I can't find anything this is confusing. Where are they were is the map. Where is that phone number I need to call macking find the phone I'm on and why bother. They're going to be this bad at marketing that they're not even going to want to take my money. And you move on to a result number two. You've got something like three to six seconds to capture. And it's franking constantly every time I'd look this number up it's less than what I what the last presentation I gave. So it's constantly shrinking you've just got seconds before the person hits. In fact when they when person goes to your Web site their fingers on the back button. Just looking for an excuse and all it takes is a little twitch and they're gone. So you may not need a lot of fancy stuff on your website. But there are things that you must have. Because your visitors will judge you and your business by what they see any questions. So far. It depends on who you talk to. I will give you the marketers response. Tested. Anything that you do you want to try like that test it. But you have to have a baseline first. Then add it. Then test it and see what happens to be. If you. You know whatever action you are wanting to happen. In this case. Do they leave the page anyway or did you get a significant percentage who stayed for. If you. If you put an exit pop up for those of you that that aren't familiar with this if you may have noticed this when the mouse moves towards the back button or moves towards the. The navigation bar at the top of the page. The software on the website since is that mouse movement knows where it's going knows that you're about to leave and. It'll pop up a page or a little image. Which is called a pop up boxes are you sure you want to leave and then. It offers you the chance. And often you'll see this with video sales letters. You go up to leave the page in the say Are you sure would you rather read the sales letter rather than watching the video. And what Milton's talking about is what would work here is a or what would be. Should be tested here is a little pop up box that says. Before you go would you like to sign up for a newsletter and get updates on how to how to have a home church and. In theory. What he would be looking for is more people signing up for his newsletter. And we'll talk about how to track and analyze all this stuff later on but the with any of this stuff. Tested because it doesn't matter what the industry does. And. And that's not uncommon. Either And that's why I say test it because in certain for certain websites it works. Yes It annoys some in the noise a significant percentage of your visitors. But if. If a web site is driven by sales and Milton's it's not driven by sales. As much so this might not work for you very well but if the bottom. If the bottom line is by my left handed widget. If I self. Ten more widgets today because of that are really don't care if you're unhappy. Or they don't care you know that's just kind of the thinking behind it because that dollars The bottom line it's the reason for the business existence. I hate them. Personally I I I just don't recommend them using using them. But at the same time. The only way you know and I've got another slide later on. You can almost all of the marketing oriented things like pop up boxes and headlines and things like this don't guess. Because eighty percent of the time you're going to be wrong. You have to test it. And those are the sites that I never ever go back to because if they're going to do that to me. I don't want to. I don't care how good their widgets are. When they when they do that. That's the kind of site that could easily have a virus or malware of some kind. That you don't. Because there's a lot of that that can be loaded through web pages. It's not just e-mails that you can get viruses now. So. You know it's. It's an issue and I don't recommend that you do anything that makes your visitors cranky. Because especially if you're dealing with local. You know your local community if that's your market. Don't make them cranky because they talk to other people. Oh never go to that A.B.C. farms website because Man A would never let me get out of there. OK. Do we need stand up and turn around and sit back down or we're going to go. Feel free to stand up for a minute. We got seven hours with this. And I'm not going to kid myself that I'm so entertaining that you could sit there. Spellbound for that long. Let's look at an overview. And I'm not going to go into detail about each of these segments. Because we're going to that after I give you the overview we're going to go into great detail. So when you are working on your website. Here's an overview of the process and kind of what needs to be going on in your head and on paper. Pre-development work. These are the decisions that you make the. The stuff that you write. The things that you do the things that your research. And so on and I'll give you more details in just a minute. Very critical component. Research decisions planning writing. OK. The next step is building the website. And there are many many subsets. Steps in this. We're going to create a system and this is where. This is where you add content. This is where you optimize the site make it as effective as possible. This is where your drive traffic to the website you attract traffic to the Web site when I say traffic I'm talking about visitors people visiting your Web site. This is where you're engaging with the people who are visiting your website. And you're capturing their names and allows you to build a list. Nurture it and sell things to the list. And then you track and analyze results just like any system. You have to have some feedback. You need to track what's going on you need to look at your at the numbers you need to make decisions. Because everything that I'm telling you it works until it doesn't. Or it works until Google changes the rules. Remember I told you that I read fourteen newsletters industry newsletters every morning. It's because Google changes things. Almost daily. And sometimes twice a day. So you and the thing is Google makes the rules. We have to play by Google's rules. If you want traffic from Google you play by their rules still tracking and analyzing is very important part of of this. All right. More detail now. The predevelopment work. I would say is the most important part of working on a website now if you've already got a website don't worry. You can go back and start over. This is not big deal. But this is the part that you must do. Unless you really enjoy going crazy trying to to build a website and keep it going and stay consistent and so on this is the work that if you make these decisions now. You don't have to make a new decision every three days or every time you sit down to work on your website or every time you hire somebody to work on your website. Because one of the options you're going to have is you're going to have an option to ask somebody else to work on your website. Whether you pay them. Whether they're an intern where they are volunteer for whatever. Whether it's a. One of your kids in you. You threaten to withhold their meals if they're not working. You know if you do this work ahead of time. All of that becomes much easier. You have fewer decisions to make as as it goes on and don't worry about writing down every single one of these things that I'm going to go through now because like I said I'll email the slides to you and you'll be able to to have it right there in front of you. One of the most important parts. Especially if you're selling something is this key be marketing message platform this is something that I'm bringing from my copywriting experience. When I go to a business. To work to do copywriting work for them one of the first things I ask is do they have. Whatever it is that they call this document I call it a key marketing message platform. A master copy writers document we call it sometimes. This is a document that contains your marketing philosophy and decisions for your site or your business. And it has a number of parts to it. And even if you already know these elements. You should go ahead and create this. This document. Write it down have it in front of you because once you have it written down. I've discovered you can go back and refer to it and it makes the job of creating content writing. Pages for your website writing. Even things like brochures. Anything that you're doing to market your business or your ministry is much easier when this work is done up front and written down. For reference. It becomes a branding document. It's a resource you can maintain consistency you can give this. This document to three different writers. And each of the writers will have a different voice yes. But they will be able to stay consistent with your marketing message. And this is one of the most valuable things this is why and why have I picked it up in my copywriting experience because companies that do this find that they have much fewer rewrites. You know is copyrightable submitted a. An article or a webpage partly. Let's look at the other parts of it and it will become more clear. This is going to seem a little odd because this is supposed to be an online marketing class. But remember I was saying this is about marketing. More than it is technology. So one of the first things that you need to know is who is your specific target market. You can't just say everybody who lives in Poda potent Kentucky. Because not everybody in potent Kentucky Once your order chokes or once your newsletter on home churches. You need to know specifically who you are targeting. If. If you look at some of the large brands. They often start with a very specific target market Amazon started. Would they start with gays remember when Amazon got started. What were they were they selling books. Only books. They didn't sell anything else. And they were targeting a very specific group and I don't know what. What their market was except that I fell right into it. Probably spent more money on books from Amazon than I didn't. In the lifetime before that. But they started with a very tight. Focus books. And then they added. And then they added and then they added and as every time they started adding another line of products or type of products. Their market expanded. So you need to know specifically who is your target market who are you trying to reach with your website. I don't have a slide on this but I would recommend that you follow the same practice that most marketers do. And create a persona or an avatar. Avatar is for those of you that aren't familiar with it it's a term from the gaming world where you create a an artificial it's kind of of a front. I guess it's. It's you know the guy can be. He can be a player that some big huge night or something you know that's not really him it's the Avatar's representation. Persona or representation. If I'm writing copy for somebody's website. I want to know as much about their their targeted reader as possible to the point that I will create a person with the name age. Hobbies occupation. Income level. I will go on to Google do an image search on Google. And I'll find a picture. Now create that page and tech it up in front of me on in front of my computer so that I can write specifically to that person. Does it exclude others. It can. If you are targeting left handed people you're only going to be reaching about fifteen percent of the population in the right handers are going to be feeling left out. But if you are. If you're selling Left handed widgets. You know that's when you want to reach so you'd better write to the left handed people. So produce the same way not everybody's going to buy their produce from the farm directly from the farm. Not everybody's going to to deal with the local even the wholesaler type of operation you've got to speak directly to their interests and their needs. In order to to be effective. The voice that you use in your marketing. And what I mean by voice. Are you going to be very formal and corporate sounding. Are you going to sound like a Tennessee farmer in your overalls. Like mine. Next door neighbor. Are you going to do. Are you going to sound like a college graduate are you going to sound like an eighth grade graduate. These are things that are very important because if you are speaking. Above. Somebodies level. It's not going to they're they're going to walk away from you if you're speaking below their level. Same things going to happen. So is your voice going to be formal. Is it going to be casual. Chatty relaxed. Every brand is different and I would strongly recommend that as you're doing this. Be yourself more than try to be artificial because if you're going to be artificial about it. It won't last you're not going to be able to sustain it. Humour. Carefully. Because. I struggle with this all the time in my brightening. I have an odd sense of humor that just crops out. And I can't help it and so I all right. And right and right. And then I go back and I try to take out most of the humor because people just in writing it just doesn't come across the way I had intended it to. And you'll find that. Do it carefully and always I would suggest. Have some people in your target market read it look at it and say yeah that works no that doesn't work or what in the world were you thinking. Yes. Very Very much so there are there are areas. Markets that you had better watch very carefully what you say and humour would not be appropriate at all. I wouldn't use humour in a wholesale operation. Wholesale is is. You know. I'd tend to think of it as be to be. The business to business because wholesale does selling to a business. Not to the person who's actually going to put it on their kitchen table. So the B. to B. market is very different. In what they expect to read they don't want that chatty casual. Funny. Light hearted kind of thing they want a little you can. You can be a little more casual doesn't have to be purely corporate but they do want a little more professionalism from. From the marketing that they're reading. Here's how I would recommend handling it it's awkward. Because if you don't do it right. Group A finds the website that you had targeted to group. The it there is some crossover that will happen. And the see what Ethel weird place. That's not. Not speaking to me at all. So hang on just second not what I would recommend for that is two separate brands. And it's an investment to create a second. Brand. But I would go with us a separate brand. A separate website domain name a separate name for. You know it's not impossible for you to have a a farm. You've got one hundred sixty acres have your farm. The wholesale operation under one brand. Have your C.S.A. under a separate brand. Separate website separate name. And you can mention on both websites that it's on the wholesale website you can talk about. You've got a C.S.A. on the C.S.A. website you can talk about having a wholesale So if you got it you've got to separate them somewhat otherwise that. It's. I guess what I'm saying is don't have two websites with the same branding. Because it's going to confuse people. I see it tried all the time. And it's very awkward because you know just because it is. People come in they see one area. And then. Or they see a set of choices. I'm not interested in tree planting which. But here you've got a Web site this I have to now choose where they're want to go to tree planting or whether I want to go to two cabbages. Why are you doing both of them in and see if I if I'm looking for cabbages but you've got stuff on your site about treif. Planting trees. I'm not too sure you know enough about cabbages to feel that what I'm looking for. So you know you've got to have. You've got to have them separate in community supported agriculture. Subscription garden. Is another term where. Where is the a member of the community will pay the the farm a hundred dollars a month and get gets a bag of groceries every week. No because well I guess there are some similarities but it the farmer still does all the work can. And typically what they do is is they just say here's what's in season and. You've year. Your subscription is for two bags of groceries per week and so I choose what you got. Based on what I've got my guard. And in some areas it's very successful in other areas it's not so. But it is is something that has helped. Market gardeners. Particularly. Survive. And even thrive in some places. So. Thank you for bringing that up because I made an assumption there that I shouldn't him. OK. Explanation of the human value your product provides and this was one of those that's a little vague. Little hard to know for sure exactly what that means for you for those of you that are doing. Food production. What's the value. It's not just vegetables that a decent price. That's a feature. What's the what's the real value to it. This is a. This is a situation maybe I should tell you there's a marketing. Story that used in almost every marketing class I've ever been into but you Gates. Maybe you haven't heard. I go to Home Depot. And I walk down the aisles until I get to the section where they have drill bits. And I'm looking for on the rack there for a quarter inch drill bit. When I choose that drill bit. Did I really want to drill bit. Was I buying a drill bit. Strictly speaking I guess you can argue that it was but I didn't. I wasn't buying a drill bit I was buying a quarter inch hole in something. The drill bit is the tool that I use. I want the hole and what the hole in the wall. And it has to be a quarter inch. So that's why I'm getting a quarter inch drill bit. And it's a distinction that if you can wreck your head around it and apply it to your marketing. It will change the results that you're getting people don't buy quarter inch drill bits. They buy a quarter inch holes. What's the human value why are people buying your part of jokes. Or your mandarin oranges. Why are people going to your ministry website. OK. What you know why. Why would I buy him from you rather than going to Wal-Mart and then the next question. That's that's the first level that you need to go to the. And then you say why. Why does that matter. And see this is the point I'm saying about Know your audience and know what value you provide to your audience because there are going to be people who want to go there. By your mandarin oranges. Oranges from you because they hate Wal-Mart with a purple passion. Every every person's going to have a slightly different reason for it. And that's as good a reason is it. When it comes to consumer behavior that's as good a reason is hating Wal-Mart. But you need to this is why you need to know your specific market. And what motivates them because if you don't know. You may be selling. We hate Wal-Mart too and your your target market may be all Walmart employees. There's a there's a huge movement out there for family businesses. Local getting the term escapes me at the moment but there's a specific movement for eating local. Buying food. Within a twenty five mile radius of where one lives. And. And if that if you live in certain areas. Scuse me like I'm my guess would be Southern California would be a really good place for that especially your upscale upscale restaurants where any place where you have and and. There's no way to say this without possibly offending somebody so forgive me in advance. If you're in a community that does a lot of do gooder type of types that. That want to save the earth. Social justice. That that community is going to want to feel good about their purchase so they're going to want to buy local. They're going to want to buy. Healthy organic. Non G.M.O.. You're going to do. There's going to be different reasons. You know if. If I were to try to do. Talk about non G.M.O. stuff. And organic. And so on in my community. They would laugh at me because I live in. It's not even a community but my region is about as redneck Ian area of Tennessee as you could possibly get. They don't care. These these folks we don't have any wild game in our area because it's all been poached in eaten. And that includes the possums. So if I were to talk about it you know. We were in the family nutrition center in Clyburn. Had lunch there yesterday. And there was a nice little display there that was very targeted to their audience. Heirloom seeds and or an heirloom seed company. What. And here is this display. Why. Why buy seeds. This brand of heirloom seeds. Well they don't support G.M.O. they don't buy anything. That's been touched by months into. And they went through and listed about ten different things said. And it's great we didn't touch anything that I my my reason for buying heirloom seeds to be because I like the idea of saving seeds and not having to buy hybrids. Every season and. My reasons are a little bit different but their reasons were very targeted to their audience. And you've got to do the same thing. OK So human value. To get back to my notes here. Before I get too far off the chart. Human value. And I would recommend that in as you're putting this together that you create benefit oriented headlines. Are I have a section. Later on where we will talk about more about headlines. Because they're critical part of the website but benefits not. Features. So what does that mean. I have a tomato that I'm trying to sell. And I call it. Organic. None G.M.O.. Are those features or benefits. Where And sometimes that happens but in this case no. These are features. Exactly do you guys get that. I'll repeat it because it needs to be on the recording. Those are features because they do not kill the results. Of what happens if you eat organic. Non G.M.O. tomatoes. The benefits are the results. What do I get. If I take your product to fight your product if I buy your product. What does it do for me. Benefits. Headlines Anytime you're trying to sell something to somebody. You need to include the features because people there are people there are a small percentage of the population. Twenty to twenty five percent at the most. That will buy based on features they don't they just don't follow the benefits. A whole lot. But the rest of us by. Based on benefits and emotion and. And this. I don't have this in here but it's all just going aside that we buy. Almost every single buying decision that we make these emotional it we make it. Based on what we feel right here in our gut. And then we look for the logic to support it. And if you can understand that you can sell almost anything that you want to sell. If you understand that in the case of a farm. Operation since we're here for an agriculture conference. Do you think that there's Do most of you live in an area where your target. Where your market is informed enough that you don't need to do any benefits oriented stuff. Or do you think that you would benefit from educating those who are not informed and converting them over to your organic non G.M.O. stuff. It depends. In some areas you might have a market that you just can't you can't meet the need. You don't need to expand our mean you don't need to get more clients. You need to expand your growing capacity because you've got so many clients. Most businesses. Don't have that advantage. And so if you convert and when we get into talking about content will be getting into into more of that. If you can educate and inform people. They will see you as the expert and they will go to anybody else. And this is one of the big advantages of content marketing which will get into it establishes you as the authority and they say Man I gotta come get your mandarins. Because you know so much about him that I doubt anybody else in the world can grow him half as good as you do. People are funny. OK and you're keen marketing message platform. A description of how it works. And then I'm going to use in this case the C.S.A. program just because it's. It's the easiest example to call to mind. Say you've you've educated somebody about the benefits of your subscription service. They're kind of sold on the benefits. Now they want to know what how does it work. To have to come pick the vegetables do I get to come pick the vegetables. Are you going to deliver them to me. Do I have to pay for the whole year all at once or do you know all these questions. So your description of how it works. When you write it out clearly and then have somebody take a look at it. The first thing you do when you have somebody to take a look at they're going to find that you missed about three three things that you thought you already know that are very important but that you see every day in and just didn't think to include. But when you have that process. Written out. Now you can hand it to your in turn or your volunteer or a copywriter or somebody else and say. We needed. We need a page that talks about this. They can write it out very easily. It can be integrated into every other aspect of your website. Question that we could debate all day because there's conference design conferences that talk about this whole thing. The questions case you didn't hear it was about page structure where the you should have the page with all. Just a long page of information. Contemporary web design current web design yes they're doing that but it's broken up in very specific ways. And if you're mind me when we get into the design section. I'll talk more about that easy to read. Easy to scan. And Google has some things that they're looking for specifically too so you have to write for Google as well as your your visitor. And so there's there's more detail that I want to go into in that in a minute. You know and that's that's done a lot. Another day another way it's done is you click on it in expands and shows the answer. I don't recommend that. Because it's a mosquito here trying to get me. Because if you hide it. Unless it's and. Until you click on the link and then it opens up. Google doesn't see that it's hidden. So that's putting it down at the bottom of the page is a good way to do to make sure that Google sees it. All right. Your description of how it works. Research. You need to research your Barket facts figures these things are very important. I was telling somebody yesterday that. If you have an information product that you're selling to gardeners. Or any kind of product that you're selling to gardeners. It would be beneficial to know that about sixty three. I think it's sixty percent. I'll have to go back and double check for sure but according to the most recent National Gardening Association survey. Something like sixty percent of all gardeners people who are involved in gardening regularly. Have an income of seventy thousand dollars or higher. So then what does that mean. It means that you can price. You can sell higher priced stuff to gardeners than you might have thought you could. Maybe you only know gardeners that are making thirty thousand dollars a year or less and they can't afford to buy your your really nice potting soil. But the higher income. Bracket does a lot more gardening than most of us are aware of. So you need these market. You need to research your market. You need to know everything you possibly can find out about them. Because it's going to help you determine your price points it's going to help you determine what to grow. In many cases. You might find out that somebody that you've got I'm a market an untapped market for micro greens. And you may decide to cut down your Mandarin Grove and plant micro greens. It. There are things the when we make assumptions we just. We don't have all the information and so you need to be to have this information included in your your marketing platform. Again I recommend you start with a national guard him associations. Surveys their full surveys or a little pricey. But they do have synopsis of a little. There's also some other market gardening associations that provide annual reports. Industry type stuff. Get familiar with those because. You're going to get insights about what is working for other people and. I'm a firm believer of not reinventing the wheel. I prefer to let other people learn the hard way. And then let me. Learn from them because it's a it's a great shortcut. Learning things the hard way is painful and I can. I can vouch for that from my experience. Learn from other people as much as you can. And Google Google is your friend. For research. Learn how to use it and. Get in there and dig around. Sometimes the best information is down on page two. For ten. So spend some time don't fall into the trap of just taking the first ten results. Because those first ten results. Unfortunately are not necessarily the ten best results. Or precisely what you were looking for. It's not where those things are are ranked where the. The listings are positioned on that first page. All that is. Well there's a little bit about how relevant it is to you or to your search. But really it's more about how good is their marketing department. How good is their search engine optimization how good is their content marketing department. I found some of the best information I always when I'm researching I always go down at least a page ten. Because often the best information is done in there. And it just hasn't. You know they don't do a good search engine optimization so there'd their results don't come up very high in the results. So dig in there. You guys know what a U.S.P. is. This is marketing shorthand for unique selling proposition. Why should I buy from you and not your next door neighbor who's got the same product. What is it about you that makes you so unique What do you do better than anybody else in your market space. OK that's one way to show how you are doing things. One of the more famous copywriting examples. And I always get the company. Mixed up so it's probably not all that important but there was a beer company back years ago. That was. I don't know's second third fourth in the marketplace. And a copywriter came in the hard to copywriter to come in and try to help them improve their brand. He came in and toured there. Their plant ten he came back he said. You guys are sitting on a gold mine. You know because he starts describing their process how they keep everything clean in the wood that they use in their barrels and how the beer is aged and everything and cease and they say yeah but everybody's doing that. He said but nobody's telling anybody. So he wrote this marketing campaign. All based on this process. How they did it. Everybody else was doing it but he got there first and he captured the story. And the brand shot to number one and it was many many many years before they were determined. And another company came in. So if you can tell your story about how you do what you do. And why it's important. That's that's a very unique selling proposition. If you get there first if somebody else is already talking about it in your market space then you're going to have to find something else. You're going to have to talk about some aspect of your process that's better than your competitors. You can. What makes you so unique it might be. It might be the nutritional content of what you're growing. It could be that your faster. It could be the US talking to. With his name Louis from Bella. Farms. He's got a mandarin that ripens in February. He's got something that nobody in his area apparently has. So he's got a unique selling proposition. He's got a very sweet fruit that's ripe in February. So it doesn't have to sit in storage is long. And so you know you can take this and talk about. You know you're going to have a fresher. Product later in the year then the competitors are going to be able to provide a unique selling proposition. There's. We can spend eight hours. Building unique crop selling propositions but. There's plenty of information in fact a lot of this stuff. I'm trying to give you just a deep enough entered duction so that now you can go online and learn more about it because there is tons of information out there about these things. The next item in in here is your emotional selling proposition. This goes back to a little bit to the human value. Element. What emotion are you going to try to get me to feel. What emotion is going to make me buy your product. Are you going to trigger my hatred of months on to. And I'm going to buy everything that you sell because you hate months out of two. Are you going to trigger my desire to feed my son the absolute best food that's possible. That's going to be preservatives free and die free. So that his A.T.V. isn't triggered by what he eats emotional selling proposition. What. And you can have more than one. This is what you need. You have one unique selling proposition. You can have more than one emotional selling proposition. All right. Any questions about those two. You can have you should only have one unique selling proposition. You can have more than one. Emotional selling proposition. This platform should include a product positioning statement. This is for internal use something that your writers or whoever is working on your site can refer to them. There are things that. That as a writer I would like to know about your product and it may not. It may not be something that you need to tell the world. But if it helps me understand what you do anything special about the product or so on and this this positioning statement can be. It doesn't have to be real polished it can just be a list of features. If you want. But it's a tool for somebody to use in developing content for the website. And then there's other brand. Elements that you should have tagline. You know the everybody know what a tag line is it's usually three to five words. All state. What do you think of when you hear. You're in good hands. Is that all state you're in good hands with Allstate. You're too young. These are our three to five words that are tied very directly to your brand and they they again there's a whole raft of things that you can learn about how to create those three to five words. It can take a good copywriter can take two or three days to come up with just the right set of words. So it's very important. Your logo. Brand colors you're going to need to have consistent colors. Throughout your website. There's going to be a color scheme that you're going to be developing. And so if you know if you have it listed in your marketing message platform that your colors are are a very specific earth tone green and brown with pink. You know you have a point they call it a palette of colors that a designer will use that are complimentary to each other if you have that information included in here. Anybody that comes and works on your website knows what colors to use. You know usually you have to have a primary color and a secondary color sometimes a third color. And then there are some that you can use. Sparingly. But there they tend to be part of a very specific palette of the color wheel. That you. You know they're complimentary. It depends on their you know there's color associations there's color. You know the. Blue is considered to be a corporate look. A trusting it invokes trust. Red is evokes anger and passion. And so you know there's different colors that have different effects the. Right. Is a big online. Project management software. Their whole website is in done in Greece. So yes it can be duller flatter earth tone types. Colors just fine you don't want to be dissed the big thing is you don't want to be distracting. Don't please please please don't do a web site in lavender pink and purple. Unless you're trying to get a certain. Atmosphere across and even then I wouldn't recommend it but you know you need to match your market. And it needs not be distracting. You have a question on the back row there. And that's and it should be part of your. You should have a graphic designer somebody that's got some training in this. Come up with a logo and. And the brand. Elements. Because there are there are things like which fund is used in your. You know stationery or in your your header of the website or on business cards. You know you can look at my business card. And you can see we've got a. We've got a very simple logo. We've got a very specific font that we used here. The color scheme here is taking the darker blue. Of the other. Element of the logo you know we've got the darker blue and then we used it on the back side here. And when somebody comes. Sees this card or this shirt. You know you. You look here this. This font is the same font that's used here. Consistency across all of these brand elements. And it's really important. So that people recognize when they see anything. Yes and. And another thing that you'll notice the big brands do. Like Procter and Gamble. And some of these other large large brands. If they have a new product. As far as I know you guys. You guys all know about Dawn. Detergent dish soap right. Is there a dawn laundry soap. I've never seen it. I never seen one I'd. I don't know if the same company makes the two but you've got tied. Laundry so you don't have tied. Dish detergent. Every time a one of these large brands comes up with a new product. In a different segment. They have a different brand. And so you should consider that. If you have a wholesale operation and you have a C.S.A.. You should have two different brands. Rather than trying to to do both under the same brand. OK. Those are all elements that should be in your key markets message. Platform. These should be easily available they should. I'd I'd recommend just printing them off putting them in a three ring binder and keeping it on your desk. Any time you have somebody work on the Web site they should look at that first. So that they can work within the parameters that you've given them. All right everybody stretch your legs for a minute and then I've got more marketing questions for you. And we're also going to get into what to do with your web site. This media was brought to you by audio post a web site dedicated to spreading God's word through free. Sermon audio. And much more. If you would like to know more about audio version. Or you would like to listen to more sermon. Lead to visit. W W W dot. Audio person dot org.


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