How do you find your target audience on social media? The Center for Rural Enterprise Engagement will take you through several easy steps to find your customers and invite them to engage with you through inbound marketing practices.

1. 1Page:
Finding & Engaging
Your Target Market
The Center for Rural Enterprise Engagement

2. 2Page:
The Center for Rural Enterprise Engagement
equipping agricultural businesses with the resources they need to thrive online
Conduct research related to online
marketing for rural, agricultural
enterprises.
Research
Translate and share research-based information
to help enterprises become more profitable in this
digital age.
Equip
&

3. 3Page:
The Center for Rural Enterprise Engagement
a team of Extension specialists, researchers, teachers, and small business owners
SCOTT STEBNER
Managing Director
DR. CHERYL BOYER
Extension Specialist
Co-Founder
DR. HIKARU PETERSON
Agricultural Economics
Co-Founder
DR. LAURI M. BAKER
Agricultural Communications
Co-Founder

4. 4Page:
What Will I Be Sharing?
Offering an overly simplistic and slightly cynical review of
marketing history1
Sharing some general ideas on how to engage with your
potential target audience2

5. 5Page:
get here?
How did we
an overly simplistic and slightly cynical review of marketing history

6. 6Page:
The King of Copy
2
David Ogilvy

7. 7Page:
The Golden Age of Outbound Marketing
• Fancy ads, brilliant copy, and massive budgets
drove sales and moved companies forward.
• Success hinged on advertisements at the right
time, at the right place, with the right
message, regardless of the accuracy of that
message.
2

8. 8Page:
But People Caught On. They Lost Trust.
2

9. 9Page:
People, not Consumers, Became Skeptical
2
• People shunned telemarketers with federal
do not call lists (200 million and counting).
• They created multiple email accounts for
spam.
• They have a better chance of surviving a
plane crash than clicking on a banner ad.

10. 10Page:
Did We Ever Ask What They Wanted?
2
• We did this to ourselves.
• We never really asked the customer what
they thought outside of focus groups.
• We were pushing.
• We just didn’t care about their well-being.
• They never had equal say.
I have
brilliant copy.
Listen to me!

11. 11Page:
The Shift
seeking to regain trust with relationship management & inbound marketing

12. 12Page:
Enter Inbound
2
• Providing something of true value that
makes people voluntarily want to form a
thoughtful and intentional relationship.
• It’s engaging in an equal conversation.
• Two-way symmetrical communication /
relationship management

13. 13Page:
Who Is Your Customer
2
This is NOT a demographic question
• What are they wanting?
• What is their day like?
• What would make their life easier?
• What are their struggles?
• What is valuable to them?
• How can I provide content that makes their lives easier?
• How can I uplift or encourage my customers?
• How can I get that content to people?
• How can I learn from them in order to make my page & company better?

14. 14Page:
No Tip or Trick
Will Make Social Media
Work if You Approach it
Like Mass Media.

15. 15Page:
No Tip or Trick
Will Work If You View
Social Media as a Purely
Outbound Process.

16. 16Page:
Social Media Requires
Immense Strategy,
but it Also Calls for
a Paradigm Shift

17. 17Page:
The Tips
finally getting to the information people actually wanted to hear

18. 18Page:
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 &
why are they there?
More than 65% of online adults are
using AT LEAST one social media
platform for personal use (Pew
Research Center, 2015).
65%
Be Strategically Present
Which Platforms Are Your Customers Using?
percent of online adults who use social media by platform
(Pew Research Center, 2015)

19. 19Page:
• What groups are active in your target
market, and how can you become an
opinion leader?
• Consider starting a group if none exist.
• Provide great, interesting, and highly
visual content that resonates with who
your customer really is as a person.
• External links are not doing as well as
photos / illustrations.
• Create event pages to boost reach.
• It’s a traffic jam platform.
Facebook
learn what your fans want, then routinely give it to them.

20. 20Page:
Facebook
Analytics is an essential part of listening to the customer to find out what they think is important.

21. 21Page:
• Target market like no other tool in
history.
• Use analytics to inform content, and use
high-engaging posts for ads.
• Spend around $1 / like and 10-15 cents
per impression.
Facebook
advertisements are here to stay

22. 22Page:
Obvious calls to actionUse popular & relevant hashtags.
Prepare for high engagement
& low conversion.
Have a definitive style. Use tools like
VSCO Cam.
Make your culture known.Consistency
Instagram
craft a visually consistent brand identity that tells a story

23. 23Page:
Instagram
craft a visually consistent brand identity that tells a story about who you are

24. 24Page:
WE ARE WAITING ON TWITTER
• Search hashtag use by locality.
• Use TagCloud (when it’s running).
• Are there twitter chats going on?
• Who are the opinion leaders already on
the network?
• Politely hijack those hashtags.
• Needs quick responses.
Twitter

25. 25Page:
THE NEW GOOGLE
• People use Pinterest for ideas and
instructions.
• Pinterest is NOT a place to post products
and pictures.
• Pinterest is a place to post solutions to
problems.
• Must have a clear call to action.
• Relevancy for small stores that don’t sell
online?
Pinterest

26. 26Page:
THANK YOU
JOIN OUR COMMUNITY
Facebook.com/ruralengagement
INTERESTED IN MORE?
newmedia@ksu.edu
Phone
785-532-1173
CONTINUE LEARNING
www.ruralengagement.org