There are many facets of the horticultural industry that intertwine to create business for growers. Retail garden centers, fruit/veggie stands, florists, potpourri manufacturers, etc. Even schools use growers to supply them with plugs for their horticultural programs.
What works for a retail garden center is very different from the methods a fruit stand owner uses. While one can focus on things like creating attractive displays and labels, the other will not have the space or luxury to do so. For this reason, I am curious to see what works for you. What is done that is unique to your situation? And why?
I'm serious about receiving feedback, and I love to learn as much as possible about your business. So please, tell me all about it.
Some of you are still wrapping up sales for the year, and are most likely thinking about next spring. While thinking about it, use your imagination to set a goal of doing something creatively different to increase your sales and reputation.
Whatever you do, make sure it is uniquely yours, and you will reap the rewards.
Sunday, September 26, 2010
Monday, September 20, 2010
Living in the Matrix - Part Two
Last week I covered how to optimize your search engine listings. This week, I will go a step further and show you how to gain even more exposure by using internet marketing.
Search Engine Marketing
This is something that has been around for some time now, although lots of people do not take advantage of it. You essentially pay a search engine to list you as a "sponsored" link for certain keywords. So if someone types in "garden centers in northern California", you will show up in a very conspicuous spot on the side of the search listings.
The most used are Google AdWords. It is a user friendly ad program that is very beneficial to businesses with a low budget, and will drive a lot of targeted traffic to your site. There are others, but in my opinion, this is the most valuable of them all, and shows the most potential to create conversions.
Conversions
This is what you really want. It doesn't matter if you get a million visitors to your site if they don't visit your store, buy your product, etc. It is also the best measure of how successful your advertising campaign is, and using targeted keywords to drive traffic to your site is essential in creating conversions.
Once you get them there, you have to offer some sort of value and distinguish yourself from the competition. Otherwise, they will just see you as another face in the sea of businesses. Give them a reason to buy from you, and only you.
Social Media Marketing
I believe this method has the most potential. Facebook users are steadily increasing, and its no longer just teenagers using it to plan their parties on the weekend. It is a viable network for people and businesses alike to connect and share their ideas, likes and interests.
The power lies in the fact that your ad is targeted to people using the profile information they have created. If someone lists "gardening" as one of their interests, and they live nearby, you can aim an ad right at them. Facebook allows you to set your budget so you don't overspend, and there are multiple options for ways to pay for it, such as paying per click, or by number of times your ad is shown.
There are many great resources that get into the nuts and bolts of search engine and social media marketing. Fortunately, it is still something that people are figuring out, so the ones who get on it right now will be in the best position for growth in the future.
-JK
Search Engine Marketing
This is something that has been around for some time now, although lots of people do not take advantage of it. You essentially pay a search engine to list you as a "sponsored" link for certain keywords. So if someone types in "garden centers in northern California", you will show up in a very conspicuous spot on the side of the search listings.
The most used are Google AdWords. It is a user friendly ad program that is very beneficial to businesses with a low budget, and will drive a lot of targeted traffic to your site. There are others, but in my opinion, this is the most valuable of them all, and shows the most potential to create conversions.
Conversions
This is what you really want. It doesn't matter if you get a million visitors to your site if they don't visit your store, buy your product, etc. It is also the best measure of how successful your advertising campaign is, and using targeted keywords to drive traffic to your site is essential in creating conversions.
Once you get them there, you have to offer some sort of value and distinguish yourself from the competition. Otherwise, they will just see you as another face in the sea of businesses. Give them a reason to buy from you, and only you.
Social Media Marketing
I believe this method has the most potential. Facebook users are steadily increasing, and its no longer just teenagers using it to plan their parties on the weekend. It is a viable network for people and businesses alike to connect and share their ideas, likes and interests.
The power lies in the fact that your ad is targeted to people using the profile information they have created. If someone lists "gardening" as one of their interests, and they live nearby, you can aim an ad right at them. Facebook allows you to set your budget so you don't overspend, and there are multiple options for ways to pay for it, such as paying per click, or by number of times your ad is shown.
There are many great resources that get into the nuts and bolts of search engine and social media marketing. Fortunately, it is still something that people are figuring out, so the ones who get on it right now will be in the best position for growth in the future.
-JK
Friday, September 10, 2010
Living in the Matrix - Part One
Welcome, so glad you could join us.
Search engines, social media, internet ads: all of these tend to create headaches, and most people lack a general understanding of how to use them. This is a good thing! If others are not taking the time to learn, it puts you at an advantage!
Everyone should have a website. There are some really good options for creating one at a decent price, and you can have one designed fairly cheap as well. I'm not going to go into what to include on your website, as there are many different variables that pop up when deciding this, and each business is different.
What I am concerned with is how to promote your website, and how to drive traffic not only to your site, but your doorstep.
Search Engines
The ideal situation is to be at the top of the search list when someone is looking for what you offer, and where you offer it. Most people don't scroll through multiple pages of search listings, I certainly don't. Come up with a very concise descriptor of who you are and what you do, then place that in the meta tags of your website (your web designer should know how to do this, and if you need help, let me know), as well as in the body of your website.
Google Analytics is another great tool for measuring what keywords people are searching for, and applying it to your website. I will expand on using this in a future blog post.
Try out your descriptor phrase in the three main search engines: Google, Yahoo, and Bing. See where you come up at, and then try variations of your descriptor. If you find a better descriptor that places you higher in the rankings, then go back and modify it in your meta tags and on your website to get better results.
Another thing that most people don't understand is how to use links. It's much better to link to my website with "wholesale seeds" than "click here". Using descriptors as links will place you higher in the search listings with the keywords you want, and will go much further in driving traffic to your site. So if you are linking to other areas of your website, be very conscious of what the clickable text says.
I hope this has been helpful. If you have any suggestions for what you would like to see here, or how I can better serve your needs, please let me know.
Stay tuned for Living in the Matrix - Part Two...
-JK
Search engines, social media, internet ads: all of these tend to create headaches, and most people lack a general understanding of how to use them. This is a good thing! If others are not taking the time to learn, it puts you at an advantage!
Everyone should have a website. There are some really good options for creating one at a decent price, and you can have one designed fairly cheap as well. I'm not going to go into what to include on your website, as there are many different variables that pop up when deciding this, and each business is different.
What I am concerned with is how to promote your website, and how to drive traffic not only to your site, but your doorstep.
Search Engines
The ideal situation is to be at the top of the search list when someone is looking for what you offer, and where you offer it. Most people don't scroll through multiple pages of search listings, I certainly don't. Come up with a very concise descriptor of who you are and what you do, then place that in the meta tags of your website (your web designer should know how to do this, and if you need help, let me know), as well as in the body of your website.
Google Analytics is another great tool for measuring what keywords people are searching for, and applying it to your website. I will expand on using this in a future blog post.
Try out your descriptor phrase in the three main search engines: Google, Yahoo, and Bing. See where you come up at, and then try variations of your descriptor. If you find a better descriptor that places you higher in the rankings, then go back and modify it in your meta tags and on your website to get better results.
Another thing that most people don't understand is how to use links. It's much better to link to my website with "wholesale seeds" than "click here". Using descriptors as links will place you higher in the search listings with the keywords you want, and will go much further in driving traffic to your site. So if you are linking to other areas of your website, be very conscious of what the clickable text says.
I hope this has been helpful. If you have any suggestions for what you would like to see here, or how I can better serve your needs, please let me know.
Stay tuned for Living in the Matrix - Part Two...
-JK
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