On February 21, 2013, the very last day of my twenties, I get to present at the Diversified Ag Conference in Ephraim, Utah.
Here's my message to the wonderful Farmers & Ranchers who produce our food:
Do I really need to convince you all to use social media? You're here because you think it's important, right? So let's get into some strategy!
"People don't buy WHAT you do, they buy WHY you do it." - Simon Sinek
What is your WHY? This is the thesis of your FARM STORY. Be funny, showcase your family, personality, humor, and character. Tell your audience WHY you choose agriculture...because it's not for the money.
Build relationships BEFORE you start SELLING.
What you do is incredibly UNIQUE, profoundly RESPECTED, but MISUNDERSTOOD.
When you can express WHY you do what you do, people will want to buy your products. They want to buy something with a story attached, someone they have a relationship with. What do you believe in?
Everything has changed. Google search is based on our social graphs. You must start connecting with potential customers who share your values, your WHY.
We are in the dawn of 1-on-1 marketing. You already do this, you're good at it. So start doing it on Facebook, Pinterest, Twitter, and LinkedIn. Small town rules are back and word of mouth is where it's at.
We are in a culture shift. Push marketing is dead. You can't be a quarterback anymore. This is the first time ever where Pull marketing is the right strategy. This is your opportunity to start engaging and sharing your FARM STORY.
Here's what you need to do:
Social media is not a platform, that's what your blog is for. Social media are just tools to drive traffic to your blog/website. Everything you share, tweet, and pin needs to link back to your website.
"We must create new agricultural products that provide a renewed opportunity for the next generation of American farmers." - Tom Vilsack, Secretary of Agriculture
Think up an idea for Kickstarter. Make a video and don't stop until you get funded. Start small, build it up and get big. Be funny. Here's are some funding ideas:
Remember what you know and do is UNIQUE. Your skills are marketable and people will pay to learn what you know.
Videography skills can be easily acquired! Make it easy on yourself.
Look into FoodHub, it's like the Facebook for Farmers!
Here's the Prezi I will be using to present. Enjoy!
Paul Hill, Ph.D.
I design, plan, and evaluate economic development programs for Utah State University.
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