I’m excited to bring you part 1 of a series of guest blog posts with social media expert Shelby Wickson of Sweetgrass and Saguaro Social. Enjoy these great tips. ~Michelle
If you haven’t heard, social media is the fastest growing, most responsive, revenue generating marketing tool out there. Why? Because it allows you to connect with real people, in real time. In an industry that is greatly centered around connection whether it be two or four legged, it is important that as a business in the equine industry you begin to take note and take advantage of this incredible marketing tool. You’d be silly not to!
In a series of guest blogs, I will be exploring how you can tap into this exciting new marketing tool, tailor it to your equine related business and be successful while doing it!
Part 1: How to present yourself professionally through social media
This is probably one of the most important points when utilizing online marketing, and something I see so many struggle with. A common misconception is that people see this type of marketing as casual and sometimes present themselves too much that way. The truth is that being professional AND remaining approachable is so much easier than you think!
Setting yourself up for online success. Whether your business is based out of your barn, has a storefront or is strictly online – there are a few essential steps in creating your online presence that will contribute greatly to your success.
1. Create a logo
You need something that represents your brand or business and tells your story. I recommend utilizing a professional graphic designer for this. This part of your marketing setup is so much fun! You get to choose brand colors, elements and images that are going to represent who you are and what you stand for. Logos are important to attach to print material, use online, and for physical marketing material if applicable. When it comes to logo design, I like to stick to a minimalist approach, typically sticking to clean lines and two or three brand colors or tones and clear, easy to read text. Your logo should be able to stand alone and tell your story.
2. Website
I truly believe that every business no matter how big or small needs a website to keep their market informed. Your website can be so simple and still be so effective. In three pages, viewers can tell who you are, what you believe in and what you do. Based on that, they will form an opinion on if they want to buy into you and your business.
3. Brand Identity
In order to establish your brand identity, it is first crucial to identify your target market. Who is your ideal customer? Write down everything you can think about them. Get creative with it! Where do they live? How much money do they make? What is their occupation? What do they value? All of these points play an important role in ensuring that you are tailoring your online presence to the RIGHT people. The people that are going to potentially be customers!
From there, you can develop your brand identity. Your brand identity encompasses the language you use, the platforms you are active on, how you engage with your audience, and how you tailor your service or product.
For example; let’s say you own a small stallion station. Likely your target market is going to be individuals, male and female, 30+, experienced in the horse industry, with steady jobs and income, looking to make an “investment” in your “product”.
If I were creating a brand and identity for your business, I would be intentional about the following:
-use simple, classic graphic design with basic colors (nothing too crazy and outside of the box!)
-write with proper grammar, using a mature tone and language.
-keep up with professional engagement, encouraging the conversation with your audience.
Whether you are re-working your online presence or just launching a new equine related business, focusing on these three topics will give you a head start in attracting the right audience and keeping them around.
Head to part 2.
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Shelby Wickson of Sweetgrass & Saguaro Social is a social media whiz specializing in platform management, brand strategy, and online marketing. With specific experience in the equine and western industries, Shelby believes in creating genuine relationships through authentic content. Sweetgrass & Saguaro Social offers a variety of services including social media management, website design, brand coaching and more!
