Scheda di valutazione
Visibility in Social Farming
How can you increase your visibility?Clicca per leggere
Visibility online is the overall presence of a brand or its products in the general consumer environment. A business can have a great website, but it needs to be visible.
The goal of our business must be to get customers, sell more or build customer loyalty. But before even thinking about interacting with customers, they must know about the existence of our brand.
In this sense a good positioning on the Internet can make the difference. Internet is one of the most important channels of communication and of course of selling, potentially with no physical barriers. On top of that, Internet offers enormous possibilities of segmentation and personalization of sales processes, therefore it becomes evident that: you have to make your business visible on the Internet.
Here is a list of tips and recommendations to improve your online visibility
Use your website
Structure your website
Pay attention to font styles and heading
Add a blog on your website
Use business directories and / or marketplaces
Effective after-sales service and customer service
Create profiles on social networks
Photos are king
Invest in digital advertising
Learn from rejection
Don’t give up
Networking for Social Farming
Tips for networking in social farmingClicca per leggere
Networking means creating and foster relationships, interactions and exchanges with others in an organized and conscious way. As the English term suggests Net-Working refers to the action of working within a “net” of contacts.
Professionally speaking, networking means establishing a mutual professional and / or commercial relationship with others with whom we share interests to exchange ideas, knowledge advices, information and contacts. Basically it boosts your contacts and therefore improves your visibility and eventually sales… It’s natural that networking will result in opportunities, as you are building connections and gaining exposure.
Networking can be achieved in different ways, here is a list of tips for networking to keep in mind:
Marketing for social farming
Guidelines for MarketingClicca per leggere
Marketing is a set of techniques aimed at offering goods and services to consumers and users in an appealing and profitable way.
Marketing is certainly one of the most effective strategy for decision-making processes.
An effective marketing strategy answers basically 2 important questions:
Marketing defines which are our most appropriate customers and how to create value for that particular target.
If you already have a clear idea of the type of business you are about to create or that you already have, you can follow this guideline to define your marketing strategy.
Define your business, your niche, brand and products / services. First of all define your values, your goals in the short and long term, your mission and vision as they will set the basis to identify your target groups and niche. As a social enterprise, one of your core values will be to reinvest profits into your stated cause or community.
Once you have settled those milestones it will be much easier to define your brand and therefore your products and services. Since product and brand are intertwined with cause, when it comes to defining the “unique selling proposition” (USP), a social enterprise has a huge advantage: fulfilling a consumer need and improving world at same time.
Study your market in depth (including competitors). Market analysis should help you spot where to focus your efforts and how to maintain a competitive business. Your market identification should include: sector overview, market size, target market definition, customers identification by demographics (Age, Location, Gender, Income level, Education level, Marital or family status, Occupation, Ethnic background) and psychographics indicators (Personality, Attitudes, Values, Interests/hobbies, Lifestyles, Behavior), competitors’ analysis, opportunities, barriers and regulations compliance. By knowing exactly your market you can effectively compete with larger providers.
Create a unique selling proposition. Define what makes you unique or special. Once you have defined your market and you have identified your costumer you should target your offer properly. Define a list of attributes so that whoever is promoting your brand for your business will feature the same characteristics in outgoing messages.
You might want to define also a slogan and/or tagline that is easy to remember and conveys your brand and/or your strength (what makes you different) in a single line.
Sell benefits, not features. When someone buys something, they are buying it because it will improve their life in some way. They are buying the impact of the product, rather than the product itself. It is this impact, or the benefit, that you need to focus on.
Build a consistent brand. You will have to define a logo that is clear and easy to identify and visually depicts what your brand is all about. Be consistent with your corporative image and use it in any interaction you have within your daily activities. Use images and/or videos effectively to convey your brand values.
Get your pricing right. It sounds obvious but a lot of social entrepreneurs (in fact a lot of entrepreneurs) struggle with pricing. The first thing to work out is your costs, so that you are not selling something for less than it is worthy. Think about how you want to position yourself; if your price is too cheap you need to sell a lot to generate a profit, if you are too expensive you might be out of the market.
Define your marketing plan. Follow the four P plan: define your product, price, point of sale and promotion to boost your visibility and increase sales. Depending on the stage of the product in the product life cycle, your objectives and your customer profile, your marketing plan defines which media are used. A campaign integrating multiple media is strongest, and ensures that the marketing messages are reinforced.
As far as promotion is concerned keep in mind contents in marketing, use wordpress, blogs and social networks to spread your messages and talk about your services and products. Use email marketing and advertising on the Internet through Google adwords and Facebook Ads for example.
Monitor and evaluate your marketing objectives. Controls are essential in measuring the results of your marketing plan compared to expectations. This will also help you planning future marketing campaigns. Your marketing plan has to be based on SMART (Specific, Measurable, Achievable, Realistic, Time-bound) objectives. Make sure that you are able to monitor and check how you are doing in relatively short intervals so that you can timely react if the results are not the expected.
Public Relations for Social farming
Tips for public relationsClicca per leggere
While marketing focuses on selling, public relations focus on attaining a positive image. Public relations’ main objective is to help a company to spread its message, develop relationships, connect institutions, people, structures, with their users or customers of reference, reach more customers and generate more sales. Every individual or entity operating in public need to be aware of public relations issues as any attempt to portray oneself in a certain way to the public can be considered public relations.
Public relations are less expensive than advertising as such, and they can be very valuable for a social farming enterprise.
Set your PR objectives. Setting clear goals can be the basis to use the appropriate messages with which you will present yourself to your target audience.
Know and define your target. This step is extremely important as it determines the audience that you want to conquer and depending on its characteristics you will use the appropriate message and strategy. Never deceive your interlocutors!
Appoint your PR specialists. They will be responsible for replying to the public, therefore choose them carefully and train them appropriately so that their answer is inline with your mission, vision and goals. Make sure you always offer true and reliable data.
Plan events with great attention. Pay attention to all details, make sure your stakeholders are included in your event management plan. Contact media and give them information about any news that you have. Don’t forget to consider risk management.
Be available. Always be available to give courses and seminars and attend events as it is a good moment to create new contacts. Don’t forget to provide your contact and business information!
Have a motivating and flexible attitude. Make sure you cause a positive impression in your audience and do your best to meet their expectations.
Social Farming, networking, marketing, public relations
In this course, we will introduce 4 basic concepts for Social farming, that is Visibility, networking, marketing and public relations for social farming. We will present some tips to gain more visibility on the net and to manage appropriately your networking and public relation strategy. Also, some basic concept of marketing will be presented to boost social farming activity and profitability.
• Make the most out of corporative image to develop an effective visibility strategy for Social Farming • Identify and cooperate via networking and public relations with relevant stakeholders for the accomplishment of Social Farm’s objectives • Learn the basics of marketing for Social farming • Understand how to use Public relations for Social farming