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and into this one here we go so uh my name is angela corrado just real quickly uh i work for a group called kitchen table consultants and i've been helping the pennsylvania vegetable marketing and research program with some of their marketing efforts particularly the pennsylvania the pa produce month campaign which happens in august um for the past three or so years um so without further ado we'll we'll jump right in if you don't know much about the pbmrp which i may refer to as the program i'll talk about a little bit um later on as well but for the most part i really want to get into the meat of this webinar and kind of talk about the funnel marketing which is what we were set out to do today um so i'd really like you to kind of walk away with um an understanding of what funnel marketing is and kind of how to use those funnels and most importantly how to just kind of understanding that there are different segments to your customer base depending on where they are in the buying process and then we're really going to focus on as far as tutorial and kind of getting you started i'm going to give you dive a little bit deeper into this some of the top of the funnel activities that you can um start doing to really kind of get the whole thing it's almost like a machine and that gets the rest of the gears going so if you can get people to come in through the top of the funnel you should kind of have this natural filtration system happen through the middle of the funnel the bottom and then out of the funnel um but i would love if um people would um are able to use the chat or speak up it's hopefully this sound is working um i would love if people are able to first off uh we'll kind of take a quick poll and just let me know how you sell we found from you know research by the department of agriculture in pennsylvania and through some of the surveys and engagements that we do as the program that we are usually we have a lot of people who have on-farm stands kind of roadside stands farm stores uh whatever you like to call them interacting with us and using our resources so that's how we do uh gear a lot of our presentations and resources but i'd love to hear more about that so we'll start with a poll um i'll explain funnels we'll go through each level then we'll kind of practice like i said we'll get started with the top of the funnel and then we'll enter the q a um so yeah i'd love for first people to chime in if they can use the chat um feel free to i don't know if i have to stop sharing for that um or if people could just we can always go on but um that being said uh the most important thing again is to just realize that because of just some of the research that we have and um some of the data that we've reviewed in the state of pennsylvania a lot of times we're kind of gearing our information for the on-farm store or stand but that being said uh there a lot of marketing techniques can just be tweaked depending on how you're selling depending on what type of business you have so i definitely would um if if we go through this and you you're feeling like throughout the process that doesn't apply to me um i would definitely encourage you to reach out i'll have my contact information at the end um and you can also uh email the pbmrp with specific questions that pertain to how you're running your business um because like i said there's just some tiny tweaks that can often be made uh to make sure that it applies to what you're trying to achieve so no matter how you sell there's definitely the the funnel marketing is still important it just um has little uh tweaks here and there um so again to tell you a little bit more about the pvmrp which is the pennsylvania vegetable marketing and research program their purpose is really twofold one is to do vegetable production research and provide reports to vegetable farmers and then the other part is to do uh marketing and promotions and the marketing and promotions really also splits and is twofold as well because uh some of this some of that marketing and promotion work is just like this it's teaching farmers how to market how to promote um assisting them with campaigns throughout the year and giving them tools and resources and the other part is acting as a brand ambassador for all pennsylvania vegetable growers so actually speaking directly to the consumers through our channels through our website our blog our facebook um at events and basically championing pennsylvania produce as a whole uh so that's kind of the real reason that this is happening this reason that we actually chose this topic is because of there just being a very um prominent question and asked that in my line of work uh about kind of why has my business plateaued why am i not you know at first i had this great growth i had a lot of customers coming in new customers and suddenly i'm i'm not seeing that anymore and a lot of people don't actually ask that question but they do come to me and say you know i need to do this i need to get on facebook or i need to change my facebook um how i'm using it or change my website i need to do this because i'm not getting more customers but a lot of times um what they're proposing they need to do is not necessarily the solution but just kind of um who you're talking to through that platform so maybe you are probably already on the right platform but you're just not using it the right way or maybe there's just some additional features within that platform or that can be kind of used with your other channels to help speak to these new people and that's really what this is all about today um so it's to help farmers kind of get away from this blanket or cruise control marketing as i call it um because it it is very understandable and this is kind of explains how we perceive our growth as business owners and um you know people in the food and farming industry with your business being in the center when you're first opening and the yellow being all your potential territory you're seeing this pretty steady growth maybe like a pretty rapid growth actually and so you kind of just assume that it happens in this like radial fashion and that you're you really just maxed out at your potential uh but truthfully you're kind of growing in little pockets you're growing um because you've reached one person and then within that person's community they did some word of mouth and you're growing because you did a really great event here and something else just clicked so you really grow more in pockets than you do kind of in that radial sense and that's just to say that there is still potential out there um and so you just have to get a little bit more strategic about it and we'll go through how to do that later on so funnel marketing um i i i chose this graphic there really are a lot of graphics out there uh that um explain how this funnel marketing works and they're all going to have different terms and they're they're all going to be a little bit different which it feels a bit overwhelming and can be confusing at times um but really this is the one that i i kind of like the most um i would not focus as much on the stuff that's inside those funnels um i would focus more on the outside so at the top of the funnel the content um facilitating awareness and making prospects problem aware and the middle of the funnel um the evaluation uh turning those prospects into leads and even i often within this uh the middle of the funnel i often include even that very first purchase because it can be sometimes a super small purchase but that's still um so you can kind of group those those qualified leads and and those people in the same uh but anyway um that that is available these slides will be available afterwards you can take a deeper dive into the graphic um but as far as you know where you want to spend your time in each of these areas i typically suggest spending time uh more more of your time in the middle of the funnel um and it's kind of like the beefier section top of the funnel when you're first setting it up which is what we'll go over later it's going to take up more of your time just getting some of that content ready the landing pages the gifts that you wanna you know the value that you're offering whatever it may be to the customer in exchange for their contact information initial setup is is a little bit more time consuming but once you kind of have all of those tools together and you understand how to link people link those new customers and those prospects to using those tools then it gets a little easier and it takes up less time and it's really sky's the limit just keep you know finding new places to get um that a lead magnet in front of them so really middle of the funnels where you're spending a lot of time those are primed for converting into retainer long-term customer customers uh they don't have an out of the funnel but i do i i tend to add that just um to remind you that there are people who are already your retainer customers and we can't totally forget about them they definitely need less maintenance but we can't totally forget about them um so anyway this is the breakdown of the funnel and now we'll go through each level so at the top of the funnel are the prospects who aren't aware of your products and services but would likely give you business if they were so the point here is that they're out there and they do like buying local or they at least like buying vegetables um they like um eating healthy there is some sort of interest that aligns with the solutions that you're offering that they have but they just don't know you're there uh so really what we're trying to do is uh capture their contact information that's the first step so you can't necessarily just um you know go out and just be shouting information all over the place it's once you get their contact information and again a lot of this is is actually um being taught with the notion that you you'll be using email communication but there are other ways to tweak it um but email is definitely the most prominent um it's a great way to get in front of your consumer and your customer and kind of have this direct line of communication with them so at the top of the funnel really the goal is to get their contact information bare minimum worth thinking first name and email address if you would want to tweak that maybe you need their phone number maybe you need their address if you're doing more direct mail stuff so you can customize it really to fit your needs but the point is that we're essentially just trying to set up some information that entices someone who is already qualified as a prospect someone who's already interested and in the values that uh your brand represents and um then we want to once we have all of those we communicate with them a little bit we observe who's engaging and then we decide if they move on to the next stage the middle of the funnel um and you may notice i'm using the same image just to represent some clarity that also exists when someone's at the top of the funnel um you're you're reaching them but you don't have a clear connection with them yet so really the point of the funnel is to kind of clarify that connection um so the middle of the funnel these are people who have bought into giving you their contact information they've already said yes i'm interested in this information and we'll talk about what that info can be later on when we start um do a little practice uh so these people have already showed some sort of commitment it might not have been a purchase but it's still showing that they are committed in some way and they gave you their information so you have their information now you need to get their trust and engage with them and build that over time um you know it might be a month it might be three months uh certainly over three months is a bit tricky if you don't see them converting to making purchases by then at each stage you want to measure and kind of resegment resort um but you will take some time here and how you'll do that is essentially nurturing those new contacts think of when you made new friends when you were a kid or even in college um if you want to be friends with someone you put in the time right you make phone calls i guess now you uh like and comment on their social media posts um but you keep in touch with them essentially so you keep communicating um and you do it in a very friendly way uh one thing i would uh we'll talk about later uh i see some people doing this in a too friendly of a way getting to the friend zone and forgetting and then they kind of lose track of the fact that we're still trying to convert this person and get them to make a purchase so it's a fine balance and we'll talk about that a little bit later um and so like i said you'll again at each stage you're going to be monitoring who's engaging uh who is um actually coming in to make a purchase so it's great if you can uh tie these communications to an actual promotion or a coupon of sort that can be redeemed at the stand or on your online shop or at the market um so you can be tracking those conversions somehow um because observing measuring and adjusting is important in marketing is the most important thing in marketing um so we're at the bottom of the funnel these people have finally made at least one purchase um and we're ready to get them to make more purchases that's our goal right not just one other purchase but get them to continue to purchase so this is really important to stay front of mind at this point uh in the middle of the funnel there's definitely more friendly communication um once we get uh because you're still trying to build trust right so if you get a new friend uh you don't ask them to watch your kids right away um so if you think of it that way that's kind of where you do the teeter-totter and how you find that balance now you you know this person you've gone you know you've you've gotten personal with them uh there's some trust there now you can ask them to watch your kids now you can ask them to drive your in-laws to the doctor uh so you can think of it that way but you still want to make sure that you uh kind of target that information or position that information in a way that you're still a business you're still selling things so it can be tricky to find the balance but uh one of the best ways is to just remind people how you are a solution to whatever problems might exist in their life um so think of it that way these are your value propositions these are what you do uniquely um either as a brand or really as a commodity like if we think of all vegetable growers and sellers we have a pretty similar solution you'll have those that you can use but you'll also have your own individual solutions to that you might have developed certain products or services that you want to make sure that you're calling out to these people um and getting them in front of them and then share some tailored resources this uh really can be a link uh or at least be a repurpose of the type of content that you actually used when you first brought them in um which we'll talk about a little bit later but the cool part is that really again from that initial stage it does take some time to get things set up uh but that content can be repurposed and used in a variety of ways through the other parts of the funnel and the final part they're out of the funnel these are regular repeat customers um you probably you know you we all know who they are what they look like so you you probably know them by first name uh you know what day they might be coming uh you know the or you at least know that they'll come pretty much every week uh to buy from you and you know kind of what they'll buy or what they'll spend not even from a like very in-depth analytics standpoint but just from pure observation so these people you the first goal is to retain them you don't have to sell to them um you you want to just appreciate them and let them know that they're appreciated even after that after retaining them there is definitely some opportunity there to upsell or side sell with complimentary products um but the most important part is to just remind them how they're appreciated that can be through spoken word through messaging um it can be through hyper-targeted offers but again this is like if someone's already buying from you um it's they're not going to be attracted by uh some of those they're likely not going to be attracted by those just general promotions that you're doing for these other parts of the funnel so um just pay close attention to who these people are and try to think of really unique ways that you can kind of honor how special they are to you um and use those as hyper targeted offers so let's practice um like i said we're going to do this as a farm stand or a non-farm store and again we have a digital focus but i know there are some um farmers and and growers out there who are not using uh facebook so uh or or using computers maybe they'll get their hands on this in some way it will be recorded and shared so if they're able to access it some way and if anyone would ever for whatever reason want other options that kind of stray from the sample that we're using today then we please ask you just to contact us because we'd be happy to customize some solutions for you the other option is to join the email list because that's where a lot of the resources and tools and tips come through so we'll get started so step one again we're kind of focusing on the top of the funnel here this is where a lot of the new content has to be made and a lot of the work has to be done so before we really create any of that content that helps draw people in we need to think about who they are so this goes back to that very beginning part where uh instead of saying what do i need to do you have to say first who am i talking to so i definitely recommend splitting your customers at least into a few different types um we're going to use customer type a as an example this is probably a cliche example that a lot of people use for um marketing especially in the health food industry mostly female age 45 to 60 with young kids family of three to five um but i would set up a few obviously there's i do speak with a lot of my clients who have a very heavy um baby boomer presence um there's also some young millennials who um of a particular type that are spending money at farm stands and on local produce so it's going to be different for each person and you really just want to think about those just think of them at least as personas maybe they'll probably be at least two to three i would recommend doing more than one but we're going to use type a just for the sake of a quick example and the next thing you want to do in order to work our way towards knowing where we can place our lead magnet is to think about where these people spend their time so this family of five uh they're also occasionally going to you know the local grill or the local pizza shop maybe they're getting ice cream in the summer um they hang out at parks and public clubs uh again obviously with the current scenario some of this might be a little different uh but i did want to make sure that this content was pretty evergreen and if there are any changes in your business because of covid19 uh that you would like to particularly address then definitely reach out independently and i can help you with those uh because it does change things up a little bit for sure um but we have you know you might be hanging out parks and going to like little summer camps or events that are happening in these public recreational areas fairs and festivals uh garden supply stores is a good one nurseries and hardware stores people of this type a type customer is spending time at home a lot with their family especially right now and kind of doing house projects so that's just one place to think of and then the other thing i wanted to touch on was kind of getting them before produce season hits so we celebrate august as pa produce month the program has declared that as kind of their annual campaign and we have heard from farmers that you know in august we don't need to be promoting because it's busy no matter what and that's very true but it's probably again the same stagnant busy you know you're not growing from the busy the previous year so if we take this time now and we take the off season um then we can really build that customer base and let them know and then we'll even we'll be duplicating and really increasing the busyness that we see it during the peak season so there's really you know the more the merrier obviously um and you won't ever know if you could be busier until you try um to really market to people uh during times like this uh so i try to think of times like now that's why we decided to do this webinar at this time um it's a little bit before it starts to get busy and really if you can hit the ground running after this webinar uh and and get this set up you can really take you know some of june some of july to develop new contacts and start communicating with them about the things that you'll be doing all uh season long august um particularly for pa produce month if you choose to celebrate it uh so think about right now what's happening kids are graduating they're not going to prom obviously maybe a virtual prom uh but so what does that mean where are these parents spending their time or where's this customer with florist maybe with caterers with rental companies um so keep these in mind we'll return to why we it's important to think about those in just a couple slides but step two now that we know who these people are we might also know what would be a desirable offer for them so um we can create this ourselves or you can borrow one with permission uh pa veggies at their on their website pavegees.org like you see at the bottom there uh we have created actually a few of these um six at the moment and we'll be adding more there's also other graphics there uh and this is really what you use to kind of bait the the um contacts in so um well the next step will explain why it was important to think about where those people spend their time when they're not spending it with you but this essentially is the gift that you will offer them uh once you get a message in front of them in in exchange for their contact information this is just a this obviously isn't a coupon of any sort but you can do that this is a little bit um has a little bit more uniqueness to it um and it uh essentially means that you don't have to create a promo for each of these uh it's a very low risk uh thing for someone to buy into and it's really something fun that a lot of people would be willing to give their email for just to see you know what's what's a tomato checklist you know can i do is this something i can do with my kids that kind of thing so now that we have this gift we need to let people know that we have this gift for them um and we'll give it to them as long as we have an exchange for their contact information so this is where that you know that brainstorm of where that customer type spends their time comes in handy because the fact of the matter is when you're talking through your own channels your own blog your own email your own facebook your own instagram you're very very likely talking to the same person over and over again the same people and a lot of them are either already seeing your content and not interested in making a purchase or they're already making purchases so it doesn't matter um so if you do want to do something on your own channel i would suggest you know you're going to have to get a little bit more strategic with it or you know you could try some sort of paid social ad but essentially you need a message created and you need to get it in front of these types of audiences that you've already identified so you can go to where they spend their time you can use common knowledge of your area to figure this out or as we said before if an ice cream parlor for some reason i like that one because i just think you know that's where i like to go in the summer um it doesn't seem to go hand in hand with vegetables but um we'll use it as an example uh as far as ice cream parlor people spending time in ice cream spoiler if you're a place based business and you are hoping to find people near you then you would google type go to google type in ice cream near me and i do have a tutorial in a little bit more depth of how to do this because it does seem a little tricky but essentially that's just the best way of identifying how um who are the other companies that these that your customers are likely going to find because a lot of them are going to google um to find information or you know if it's a small area and it's there's only a few ice cream places then again that's when you can kind of just use common regional knowledge but maybe um also just to make sure you're not missing any marks um and because at that top of the funnel honestly the more the merrier uh maybe you want to uh goop use google instead uh once you identify those then you can open up a conversation with those different um businesses and figure out ways to cross promote maybe they just share this on their facebook page and a link to your landing page which is the next step um so now that you have uh you've worked out a agreement with a business that uh has an audience that is aligned with who you need your audience to be uh you set them set up that ad like we should like i showed you on the last page so this one's again set up for social media but you could put it in their email you can hang a flyer also in their actual store again we're talking non-digital in that sense or uh it could go on their blog it doesn't have to be a graphic you can actually do a guest blog on their site um but it still would in the end basically lead them so you can capture their contact information by offering them a gift so this would be a very an example of a super simple landing page this is probably one of the trickier parts of the lead magnet strategy but uh there are if you go to our website pmedgies.org where we'll have the webinar posted later um you'll be able to there's a couple links to applications that can help you set them up very easily if you're already using mailchimp or constant contact or anything like that there are really easy drag and drop applications that can help you do this so um we've identified where we need to put our lead magnets and um then we make sure that those lead magnets go get people back to this landing page they enter their information they're given the gift we now have their information so we start communicating and i'll run through these last few steps rather quickly to make sure we can get to q a although i'm not sure if the volume's working um but essentially at this point like i said that first hurdle is really the hardest but once you kind of have all the tools set up uh it pretty much runs itself and email automation is available but it's not necessary because then these even the communication part runs itself um but essentially um whether you're using email automation or not you need to go through there's different types of communication to do at each stage the first one um you know i we talked on this a little bit before that's where you can make an offer to them a special coupon or promotion um if you wish you don't have to uh sometimes it's better and you'll kind of cap you'll end up with more genuine people if you don't make that offer uh but a quick hello kind of uh remind them who you are and and remind and link them at some point back to that lead magnet so you'll see for message three i suggest like possibly um resending the lead magnet because that'll link them to that when they entered their email and that cool checklist they got um so maybe you do that in the first email or maybe in the second or third you can kind of switch these around a little bit keep them brief and you know i would say within a week to two week all those messages should be shared with the people um with their emails as they're coming in and then after really after each step after each part of the funnel top middle bottom you need to observe and organize so that's why i said it this is an ongoing step uh are are people opening the emails are they making purchases that you can monitor if uh you use a promo code of some sort to redeem and store uh there's different ways if they are engaging and they're making and they're making purchases especially then you can move them on to the next part of the funnel and they'll get a different type of communication uh if they aren't then scrap them uh you don't have to delete them entirely although be mindful of what your email if you are doing this via email be mindful of your plan it might increase the cost of it might increase if you have too many people on your list so i would export them if that is the case um or even if it isn't but save them because there are some recapture strategies and also like if you're making just single annual announcements about big events or anything like that you that's the that's the opportunity where you might actually get to um recapture uh one of your um lost top of the funnel customers and as i said at this point you're kind of just keep communicating uh the one thing i wanted to emphasize here was to keep calling for action uh so at the middle of the funnel this is the part where yes of course you are um hoping to friend them and it's it's a balance between you know um getting to know them and them getting to know you but don't forget you're still selling you still need to make a sale uh so one of the more popular messages i'll try to wrap this up quickly is to let people know let's let that group of people know right when produce is fresh you know this just came out of the fields this is the first time we're picking this um there's a couple other options on there but that one with you know my experience with working with so many different farmers that is one of the most successful kind of this exclusivity um and sense of urgency so don't hesitate to sprinkle those in with this kind of middle of the funnel communication and again observe and organize uh if they're retainers if they keep opening keep engaging if they've already come into the store once twice three times um get them out of the funnel so we're beyond the bottom of the funnel and then again anyone else probably needs to be exported for just you know recapture communications as we'll call them and so to avoid this plateau like i said it is really a continued maintenance at each level and that includes being out of the funnel so even for out of the funnel um you know these are customers who you know will probably uh come regularly but uh you still want to communicate with them it's just a different type of communication and that's really the biggest takeaway from here is to make sure that you know the difference between uh your customers uh regular customers uh your lukewarm customers and your prospects and really making sure that you kind of communicate to each of them differently so here's a few examples of kind of how you would want to communicate once people are out of the funnel but this is pretty limited and light-hearted semi-regular stuff um and you know if they are coming into the store a lot of the communication is happening right in person anyway so if you do want to get started like i said a lot of the heavy lifting happens at the very beginning at the top of that funnel there and there are a lot of tools available at pavegees.org backslash farmers backslash farmers dash toolkit um you'll it's pretty easy to get to if you go to pages.org you can simply look for farmer resources in the upper right menu and this webinar will be posted there the slides will be available a recording and additional tools and instructions as well but again you can always send questions and ask for help that is my number there and my email as well so please feel free to contact me i would love to see so many farmers getting this set up in the near future and really um you know pumping up their sales and promotions before august arrives just to see kind of how that results i think it will really help with boosting in uh traffic uh come peak season uh and then the other way is the best way is to join the email community which when you see the slides um on our website you can do it uh um you can click on this link and it'll let you do it but without further ado i'd like to get into questions it looks like there was a chat at some point oh thank you someone had to leave um are there any other any questions of any sort i'm fairly certain i unmuted everyone i don't think that uh you guys can show a video unfortunately but everyone should be unmuted let me see maybe i will just promote everyone to panelists and then if you have questions um we can ask them then oh hello now i can hear it people does anyone have any questions okay well that was a lot of information i know in a very little bit of time but uh like i said there are there are these tools will all be available at pavegees.org the recording and um the tools that correspond with it so i highly recommend checking them out we'll be i'll share i'll bundle everything up and share it uh through our email communications as well so uh you can you don't have to visit the website necessarily you can make sure that you're on our list and receive all of the stuff via email directly to your inbox too okay well if there are no further questions i will hang out here for a little bit just to make sure that we fill the full time um but if there's no questions then definitely just keep an eye out for the tools and and the and the video and everything else to come into your inbox and check back on the website and please please please send questions or comments or anything especially pertaining to pa produce month to make sure that we can help you as best as possible with uh promotions uh for the season of luck everyone and have a good season thank you you