In this episode, you’ll learn…
- What Google Ads is.
- Why Google Ads may be a much better farm advertising vehicle than Facebook.
- Ideas for using Google Ads to attract farm customers to a new dropsite location.
- How one farm uses Google Ads to market their grassfed beef.
- The special interest group that Robert discovered was an ideal grassfed beef customer to target.
- The critical factors in getting site visitors to actually convert into subscribers and customers.
- And lots more.
- Don’t forget to check out the Small Farm Nation Academy whenever you’re ready to GET GROWING!
This week I’m joined by Robert Brady of Righteous Marketing. Robert has a very unique background of great interest to Small Farm Nation. He grew up on a farm and his father still runs a successful pasture-based beef farm. Yet, Robert has become an online marketing expert and has a particular expertise in Google Ads, formerly Google Adwords.
In this enlightening discussion, Robert gives concrete examples of how he markets his father’s grassfed beef farm using Google Ads. He also explains clearly why Google Ads has a decided advantage over Facebook ads when it comes to attracting people who actually become paying customers.
If you’re interested in farm marketing, you’ll get a lot out of Robert’s expertise, as I did. Enjoy the episode!
CLICK HERE TO READ FULL TRANSCRIPT
Tim Young: [00:00:00] Small farm nation is sponsored by Farmers Web software for your farm. Farmers Web helps farms inform buyers of available product handle orders simplify customer interactions and reduce the administrative load so check them out at farmersweb.com.
Tim Young: [00:00:16] It’s great to have a slick farm Web site and all but how do we maximize our exposure on Google and Facebook to attract visitors.
Tim Young: [00:00:23] Hey is Tim Young of small farm nation common today. I’m speaking with a farmer turned online marketing expert about how to use Google ads to attract customers to your farm.
Tim Young: [00:00:40] Joining me today is Robert Brady of righteous marketing dot.com. Now Robert was born and raised on a small farm in Idaho where his father still farms raises and markets grass fed beef. Robert’s background and passion was farming and gardening but professionally he morphed into a Google AdWords certified expert and now offers PPC management services as both a freelancer and consultant. So Robert welcome to small farm nation.
Robert Brady: [00:01:17] Glad to be here.
[00:01:18] So you have a very unique background that lends itself to what many farmers struggle with which is how to attract visitors to their Web site and then turn them into customers. But let’s just start with your background. What kind of farm did you grow up on.
Robert Brady: [00:01:35] Yeah the family farm up until I was about 12 was actually a dairy that my my grandfather had started and as my dad took over the farm in that transition he decided that he didn’t like milking twice a day. And so that’s that’s when he transitioned into into grass fed beef and it was a really easy transition for him because he already had the land. It was just a matter of changing the stock getting into you know getting some beef cattle but basically just converting though you know what had previously been you know hay that we were feeding to our dairy cattle. Those became the pastures that we graze the cattle on and then put up the extra extra hay for the winter. And so that’s that’s kind of how our farm was and we all my dad’s a little bit of a serial entrepreneur. So he’s he’s got that part of the farm. He also runs a commercial greenhouse and nursery every spring. And we grew a large produce garden every year and we would take you know vegetable fruits and vegetables to farmers market. And so I mean I can remember being a little 8 or 9 year old kid at the farmer’s market selling cantaloupes and watermelons and tomatoes to people out of the back of our pickup truck on Saturday morning. And so I’ve always I guess you know from a young age being involved in the marketing and sales side of the business as well as the production side.
Tim Young: [00:03:10] So how did you actually go from that background being a farm kid and you with all aspects of farming to what you’re doing today and in the paper click world and why don’t you just describe for the listeners what it is that you do today and what types of companies you help yeah.
Robert Brady: [00:03:29] It was really a couple of coincidences that just happened to work out for me. But you know I went to I went to college I was taking classes to get a business degree and one of the elective courses that was offered. This is very first time that Brigham Young University offered the course. I took it was Internet marketing and they had a local businessman teach it. They didn’t have any professors who could actually speak to the topic and it was a one semester long course where we covered it was it was a three hour class one night a week and we would cover a single topic of Internet marketing like PPC in a single class period or we would cover the logging in a single class period which as we’ve seen internet marketing grow. It’s kind of almost comical that you would cover such a broad topic in such a short period of time but he would have guest lecturers come who could who are experts in that area every week. And most of them was a small class maybe 25 30 students. They would always give us their email and say hey you know feel free to reach out to me. And so there came a point at the end of my academic year I was looking for an internship to get a little bit of experience on my resumé that wasn’t working for my dad because no matter how good you are working for your dad anyone who sees that you work for your dad on your resume may refer you know the recommendation is always a little bit discounted.
Tim Young: [00:05:11] Yeah gets discredited right away doesn’t it.
Robert Brady: [00:05:14] Which irks me. It’s like I work really hard. I like getting my dad to say that I did a good job is hard to do so. But I was I was trying to beef up my resumé and so I was looking for an internship. I emailed every single lecturer who had come to the class
Robert Brady: [00:05:29] Just asked him if they had something. And the one guy that got back to me owned a little software business. He had a software package that helped. It was letter writing template. And he did a lot of PPC marketing for that product and he needed somebody to run it because he had a new idea that he wanted to take on. So you just need an intern to run that stuff for him. So he took me on. He trained me. He actually hired me after I after I graduated and that kind of started me on this path of Internet marketing as a career. And the timing was really good. You know the time that I was getting into it was growing a lot. You know pretty much matches up with the growth of Google. And you know now we have some of these social platforms like Facebook and Twitter and LinkedIn that also offer advertising solutions but. That’s kind of how I got into it. And what I specifically do is basically I help businesses to advertise their products or services online.
Robert Brady: [00:06:34] And when I say PPC That’s pay per click. And that was a model that was pioneered heavily by Google initially where prior to Google AdWords you paid for your banner ads to show on the Internet and you paid for every thousand impressions. So it was a little bit built on the old newspaper billboard model. Where you just paid because people got in front of people and Google changed game a lot when they said hey we’re only going to charge you if somebody clicks the ad and goes to your Web site and that’s where paperclip or PPC the term comes from. And that’s really what has driven the growth of Google is their advertising platform through AdWords. And so like that idea of only paying when someone clicks on it was really revolutionary and is really great for marketing because you can get all of the impression you know the hundreds of times the people see your ad and don’t click it you just get those for free they’re not worth a lot anyway but they’re worth more than zero. So basically Google gives that value to you as an advertiser. And then you pay when somebody clicks and actually comes to your Web site. And so it’s really nice that the connection is there you’re only paying when someone’s actually getting to your Web site. And so I hope companies to do that.
[00:07:57] There’s a couple of ways to do it. One is through search engine Google is obviously the 800 pound gorilla in the industry. They have a vast majority of the search volume in the United States and in most countries of the world and to a lesser extent you have being ads they depending on whose numbers you trust between a fifth to maybe a third of us search traffic goes through being in their partnerships. And so those are search engines where you’re just trying to get your ad on a search results page when somebody is searching. And the beauty of that is that you know they’re looking for you know based on the keyword they use whatever they type. It can tell you what they’re looking for. And so like for example if someone searches grass fed beef Idaho that’s something that might you know I have my dad advertise on you have a pretty good idea that they’re you know we’ve said it to geographically target people. So they should be in Idaho but they’re also including it in the query which kind of confirms that they’re looking for somebody close enough to us that we could my dad could get them beef and grass fed beef which is exactly what he offers and they’re looking right now. So you have the intent you know what they want and you’re getting in front of them at the right time. And that’s why Google has done so well with ads on search results because you know what people want and when they want it and that’s when you can put your ad in front of them. So it’s a really powerful tool there.
Robert Brady: [00:09:32] And then kind of the other side of things are more your like social display advertising and social network social advertising where the idea is that you’re trying to reach the right people because they’re not actively searching for something so you don’t have that intent. But you know like on Facebook you can define an audience as people who like grass fed beef or have liked pages related to grass fed beef and then you know that you’re putting your ad in front of somebody who is interested to the right person but you don’t really have the timing necessarily you don’t know when they’re looking and so you’re trying to maybe kind of remind them like oh hey this is something you’re interested in click on this and do it now or you’re just kind of hoping that your ad is in front of them in the moment that they’re like oh my gosh look I have an empty freezer I need to get more beef they see your ad and they come to you. Because your ad was the one that was there and you knew that they were the right person. So that’s what I do is helping clients to manage those advertising platforms kind of figuring out where they need to be how much they should spend and making every dollar account for itself so that if something’s working you can give it more more budget and if things aren’t working you can cut them.
Tim Young: [00:10:52] You know this conversation could go so many different directions. I mean I remember when Google AdWords first started out I mean you would choose ads based on keywords because you’re just trying to make sure you show up first. I mean obviously organic search has always been important and you try to show up organically but I’m sure you remember several years ago Google what had it and have it and list the top five ads right at the top of the page or whatever are on the right sidebar. So you really wanted to be in those spots yet it seems like there’s two sides to this coin today. I wonder if maybe there’s even more sides to one side as you want to be found. So you’ve got to choose the right words to target so that you show up you gave the example of Idaho grass fed beef but isn’t the other side of the coin that now today you know 10 12 years later more than ever you’ve got to be really good on whatever page design you have when they do come to your site. You’ve got to really be good at designing pages that actually convert that person into whatever you’re trying to convert them to a subscriber or a customer or whatever. And I’m wondering you know how has that evolved how are how are you seeing that evolve in the early days I assume you saw people just driving people to their homepage for example but what kind of mistakes do you see people make in terms of page layout or flow and what suggestions do you have there.
Robert Brady: [00:12:14] Yeah that’s that’s a really important topic that I I have that discussion with every client because I can do my job amazingly well. I can get you really relevant people to your website who are ready who are interested and potentially are ready to buy. But. If they get to a Web site that is difficult to use probably the first thing and you know there’s kind of a cascade of errors that you can make. But the first thing I think that I always have to talk about with people is just to put themselves in the customer’s shoes like what is it that the customer is looking for. And so you know the example with my dad and his grass fed beef we know that they’re looking for beef. However what they’re looking for specifically we may not know Idaho grass fed beef is fairly generic so we don’t know what specific cut they might be interested in you know maybe they they may know that they want a bunch of realized steaks but that’s you know they want grass fed rib eye steak but they didn’t actually search that. And so we don’t necessarily know what cut they want. You know we don’t know if they will if it’s somebody who’s buying a half of beef or if it’s somebody who just wants to buy a few pounds of ground beef and really even if you get somebody to your Web site who wants to buy a half or half of a cow they probably aren’t going to plunk down the money to buy a half a cow right away. They probably want to buy a couple of cuts first make sure that your beef is good that the quality is there and then they’re going to buy you know then they’re going to fill that freezer up
Robert Brady: [00:14:02] Because I’ve talked to I’ve talked to a lot of people that bought a whole half from somewhere that they didn’t vet it and then they don’t really like it for one reason or another and they have two hundred pounds of it and that’s a really disappointing experience for a customer. And so if you put yourself in the customer’s shoes you got realize like OK I don’t know exactly what kind of cut they’re looking for potentially. And so you need to get them to a page.
Robert Brady: [00:14:33] The first thing is that you’re your Website just has to look professional and I would say that that doesn’t need mean that it needs to look expensive or fancy. It just needs to look credible. It’s kind of a checkbox thing where like does this look like a legitimate business. Yes or no. And as long as your site is meeting that standard you’re fine. Like my dad’s site I built it for him. It is actually built in raw HD. You know it’s not using a CNS like WordPress at all. And so you could say that it’s using technology that’s like 20 years old but his Web site is very simple it’s very lightweight so no matter what kind of internet connection someone’s on if they’re on their phone and they’re in a place with poor data reception his site still loads and loads quickly because it’s very simple and everything is like even the images are very small so that they don’t take up a lot of data. So his page loads quickly it looks clean it’s simple the navigation is very easy to understand and use. And so the site has to pass that credibility check it. OK. This is a legitimate business and really farmers because they’re not viewed as tech savvy.
Robert Brady: [00:15:48] The standard is actually a little bit lower for farmers and so it’s not that difficult to kind of pass the credibility check. But then once you get someone to the site like OK what are they looking for. That needs to be really easy to find. And so for my dad with his navigation like option one is about the farm because usually they want it. That’s that’s part of what you’re purchasing. I think in the world of grass fed beef is knowing where the cow came from knowing the producer and how they raised those cows. You know that’s a big part of the purchase. And so that’s what we put at the very top of our navigation. The first thing then we have pricing by the cut and pricing in bulk are the next two options because that’s usually what the next thing that people are interested in is how much is it going to cost me. Most people understand that grass fed beef is a premium product. And so they’re willing to pay a premium price but they still want to know what that prices. And so we know that those are the things that people are most concerned with and that’s because we’ve talked to a lot of customers you know my dad does the he does the farmers market thing. He has done it for several years and so he’s out there actually talking face to face with customers who understands what they’re looking for. He makes most of you know he’s making deliveries. So he talks to the customers then so he has a really good idea of what people are what information they would like to know.
Robert Brady: [00:17:15] And he could. And so he’s conveyed that to me when I built his website and we could make those options very prominent. And so typically you know someone comes to the site they have options to see the information that they’re looking for very quickly. And so that’s the kind of the initial stuff like if you’re sending traffic to your site it has to be credible and you want to get people as close to the information that they’re looking for. Or if you know they’re ready to buy as close to purchase as possible which is why I think most people probably shouldn’t send traffic to their home page anymore.
Tim Young: [00:17:56] All right. Do you would you would you suggest to most of your customers not necessarily a farm but any of your best practice customers would you suggest creating a landing page that people are driven to based on a search result?
Robert Brady: [00:18:10] I don’t think you need necessarily a landing page for every different search result that you’re bidding on or that you’re going to get traffic from. But I think that you need to break out. With my clients always break out the keywords that they bid on into themes for an e-commerce client. Those are typically going to be product categories and then maybe more specifically individual products. When you’re looking at maybe a service business like an H vac company. You know we’ll probably we’ll have the heating and air there’s the plumbing there’s the electrician the electrical work. And then. Unless you have a lot of traffic it probably is not cost efficient to have a specific landing page for every single query or every unique idea. And so what you’re trying to do is create buckets of light. OK for the services guy having a specific landing page for your air conditioning business that’s intended for summer like it’s air conditioning is a good idea. Like that’s
Robert Brady: [00:19:19] Because those people are all pretty similar in the fact that either the air conditioner they want an air conditioner and don’t have one. They have an air conditioner and it broke. And so like heat is the problem. Cool air is the solution. They’re looking for and you’re the person who can get them what they need. And then you would also have a heating and air page that’s like Peter and furnace focus in that industry like h vac is kind of like altogether but like really there’s the air conditioning like in the summer and there’s the heating furnace stuff in the winter. And so you would have separate landing pages for those because people are looking for different things have different problems but the solution to all the problems inside the bucket is similar in the fact that like call us like that’s what they need you to do. They need you to call them set an appointment get a quote whatever it may be. Same with plumbing unless there’s specific services that we want to break out. I have a client in that space. We actually have broken out. We have a landing page for his water heater replacement business because that’s something they do a lot of volume in. So it’s separate kind of the general plumbing landing page that we send traffic to for queries about the sewer backing up or you know fixing a leak in a pipe. Or installing a new toilet. Those are all kind of go to the generic plumbing page but all of our water heater repair and replacement traffic actually has a dedicated landing page because he does a lot of business there. And then electrical.
Robert Brady: [00:20:56] We just have kind of a generic capture all page because most there’s nothing that is so dominant that needs a specific like you know replacing your breaker box. There’s not enough of that to have a dedicated landing page. So all the electrical stuff goes to a specific electrical page and in their instance we actually have a unique tracking number for each of those pages so that we can then know how many phone calls we got on the water heater repair page during a time period and we can match that with our spend that we know the money we spent sending people to that age and so that enables you to again track how those dollars are doing and make sure that they’re justifying themselves.
Tim Young: [00:21:43] So in the farming world going back to you know your dad’s farm you know maybe having a landing page it could be a landing page for grass fed beef Idaho I could see how many farms could create buckets. I want a landing page for grass fed beef a landing page for pasture poultry a landing page for cut flowers or a wood lot pork or whatever they offer but it also seems to me that you know you almost have that you have to start to have what your goal is. Now we we all want to be able to get people to become customers to buy from us hit our Web site and then buy. But you know oftentimes the goal really is to get e-mail subscribers first to get somebody to come to your site find out about you make an expression of interest either through just signing up for your e-mail or just you know buying a trip wire product or something like that. Do you start to take your father’s example again. Let’s say that he wants to market grass fed beef to a new market in Idaho that he’s not going after today. Are you trying to get people to come there and actually buy right then. Are you trying to get them to buy a trip or a product. You know like a five pound of ground beef. Are you trying to get them to sign up for email or what would you recommend to your dad?
Robert Brady: [00:22:54] Well we we’ve actually done this. There was a time where one of my brothers lived in Seattle working for Boeing and so my dad was gonna make a trip to Seattle and I told him like hey Mike if we can round up enough beef sales for you would you take the truck so that you could take some beef make some deliveries. And we actually did. We created a specific landing page for Seattle. We sent some traffic to it. And for us what we found on the grass fed beef side of things is that typically people want to communicate with him prior to actually putting down the credit card and making a purchase.
Robert Brady: [00:23:40] And so for him we actually put his his cell phone number is actually on the website they can contact him directly. And so he uses his own one man sales department and he takes those calls directly on his phone which he’s funny because sometimes like he’ll be on a tractor. He’s out moving cows could take taking calls but we found that that that’s what really works for him. And then also we have a web and so that’s kind of like people who want the immediate gratification like the instant gratification you give them a phone number. Because there’s some people and I think phone call phones like actually calling people on the phone.
Robert Brady: [00:24:24] So there’s somewhat of a generational divide where younger people especially don’t call very often they prefer to text or email. And so for a large portion of his customer base they just want call. They want to talk to him. He explains kind of how you know how the caller raised how the meat is cut and packed.
Robert Brady: [00:24:47] He can tell them what pricing information that they’re interested in and he just it’s OK that it’s all on the site and they didn’t look for it. They called him because talking to them he has a much better chance of turning them into a customer than probably them just browsing the site. And so the instant gratification conversion is that phone call you just pick it up and calling. But we recognize that there is a younger demographic who isn’t as comfortable just calling. And there is people who are looking at your Web site at nontraditional hours where not only do you not really want them to call but they’re probably just not comfortable calling you because they know that it’s late or it’s early.
Robert Brady: [00:25:31] It might be the middle of the night. That’s pretty common actually when people who are night owls. And so those people what we have is a contact form where they can give us their name their email and then there’s just like a general other box where they put in the question that they have and those just go. Email our email to my dad. He replies to him hopefully with it. I try to always tell him they have to do it within 24 hours but during farming seasons there are times where maybe it takes them two or three days.
Tim Young: [00:26:00] So what. So what happened with the Seattle campaign?
Robert Brady: [00:26:04] Once once you did this campaign what were the results he was able to put well between between my brother who kind of did some you know guerrilla marketing just asking people he knew if they were interested there were a few connections that I had and some in the technology world and there was a lot of big company. There’s a lot of companies in the tech world in Seattle so I had a few connections up there and a little bit of advertising.
Robert Brady: [00:26:31] He was able to put together a couple cows where I think is what it ends up being somewhere between a cow and a half two cows were so you know it enabled him to justify taking the truck so that he could deliver it all. He was going anyway. So you know only a marginal increase in the amount of gas because the trucks not cost efficient to drive. But he actually ended up selling quite a bit of beef that he took up there.
Tim Young: [00:26:57] So let’s let’s take a let’s take that example and parlay that into a kind of a real life example I see all the time with the farm I’ll give you a hypothetical farm and what they’re trying to do and then you can well walk through how you might approach it whether Facebook is a good tool for this or whether Google is a good tool for this or a combination. But what a lot of farmers want to do is sell through some type of delivery club where they have meats they’ll they’ll put these into cuts you know steaks roast pork chops everything else you know whole chickens and then they want to drive to drop locations you know once a month or so and have a bunch of customers there that will come and meet them for the orders. So commonly like many of my members let’s say I’ve got you know members in southern Virginia and they may want to establish a new drop site in North Carolina you know like in Raleigh Durham or whatever it may be two hours away from where they are and they always struggle with how do I get a new drop site set up how do I get customers there. And so they turn to Facebook and they try to target that. So how could we help a person like that let’s say that they want to establish a delivery site for pasture poultry and grass fed beef and they want to deliver to Raleigh but they don’t have any customers there. How would you guide them to approach that problem?
Robert Brady: [00:28:22] Initially I think the probably the first thing they want to do is is that they’re not really just looking for customers. What you’re looking for is a champion and this is something especially with delivery clubs. I’ve studied quite a few of them that I think is important. You almost need that champion who’s going to help you and. A lot of times they do it for you know without really being compensated for their efforts. Just because it’s something that they’re passionate about something that they believe in but kind of the common terrorist characteristics that I see with a champion in an area is that they are influential. They’re the kind of person that when they say what they purchase or whatever like they they want you know they say like oh I found a new grass fed beef guy and his stuff is really good. The people trust that recommendation. And so the champion is kind of an influencer in their community they’re trustworthy.
Robert Brady: [00:29:36] Usually it’s somebody who kind of psychologically is the type of person who does a lot of research before they make purchases.
Tim Young: [00:29:43] We talk a lot in our community about sometimes we choose people in the Weston A Price organization because these are people that love naturally produce foods or you could even today choose someone who in the community is big into paleo or Keto or into natural foods and these are people that reach a lot of people naturally and they can become an evangelist for you.
Robert Brady: [00:30:08] Yeah I mean my my sister is a great example of the kind of person that I see a lot with these champions where she will spend months researching what I would maybe spend like an hour online researching. I mean when she was first buying a car seat for her first child I mean she spent like four months research in car seat when they went to buy a minivan. She subscribed to Edmonds for a couple of months. She said she probably spent six months figuring out which minivan they were gonna get.
Robert Brady: [00:30:44] And so those are the kind of people like when they come to a conclusion like this is the one I’m buying. The reason that people listen to them is because they know that all of that research has been condensed and curated and like this was the winner. And so that’s something that we typically see is that they’re the kind of people who research things a lot and so that’s one of the reasons that they are influential because everybody knows that they’ve all they’ve done the homework for them. And so like I just buy the same thing they buy like I did all the homework. I’ll get the best value or best product.
Robert Brady: [00:31:19] And so one of the first customers that you’re gonna have to have to succeed in setting up a drop site is you’re probably going to need one of these types. The evangelist or champion who who really is connected in the neighborhood. You need to convince them. And then once they’re sold they basically bring people to you. And so that’s the best kind of high level right. That’s that’s that’s not super technical. And so as we as we kind of bring that down I’m like OK how do we go about trying to find those people. There’s two approaches right. And I kind of talked about this initially when I was talking about kind of what I do. The first approach is coming at it from a search engine PPC angle where you would say like OK. You figure that if you’re gonna set up a site in Raleigh Durham that people will drive up to an hour to come pick up their beef from the drop site say where you know their poultry or their pork. And so you set. And so in Google ads which is what they renamed AdWords to last year. So AdWords Google ads anything. I will probably use both terms anonymously because AdWords was around for 15 years and so I just got used to it. But you can set a radius target of like you can basically put in the address of your drop site that you’re thinking of using and say everyone within 60 miles so that you can know like OK the people that are going to see my ad are within 60 miles.
Robert Brady: [00:32:55] So they’re close enough that I feel like it’s realistic that they would travel to the drop site. And then you just pick your pick your keywords. You know if you’re doing pasture poultry you know there are some pretty obvious searches there you could bid on. And that way you know that they’re looking not only for the product but they’re looking right now and it doesn’t need to be large budget. I mean for just for context my dad run I run for my dad some very simple PPC campaigns we advertise on Google ads as well as being ads. And he spends probably 35 40 dollars a month so I mean over the course of a whole year maybe three under 50 bucks. On this. Where is geographically targeted. We basically advertise from kind of the Salt Lake area of Utah up along the i up along Interstate 15 all the way to our farm and then about up to about Jackson Hole Wyoming because that’s an area that we’re pretty regularly delivered to we have established customer base there. And so we already make deliveries to there on a fairly regular schedule and so we want to acquire new customers because we can just add them into our current deliveries it’s pretty easy. And so you know it doesn’t take a lot of dollars to run a PPC campaign on a search engine especially if you’re focusing on very small geographic areas.
[00:34:35] I mean obviously Raleigh Durham got a lot more people than the area that we’re advertising in so it might be more than the numbers. But my dad spends but you can geo target your search ads to people inside the area that you’re targeting. It’s so you know that they’re in the right place. They’re searching for the product right now. And so that’s a very effective means of getting people interested. I would recommend having a specific landing page built out where it talks about like here’s where we’re our drop zone is going to be in Raleigh Durham. Here’s how frequently we’re going to be there. Here’s what we’re offering to deliver if you have packages versus you know or all a card are ordering. So you would send them to that very specific page. It would have you know some type of. Contact information where they can call you contact form where they can you know get in touch via e-mail. If you’ve got the back end system set up where you could actually just take orders you could do that but probably until you have it established it’s going to happen you’re just trying to kind of build the list and build interest before you actually start taking credit cards because you’re not sure the club’s going to happen until like on the search side. Very simple easy to do doesn’t have to cost you a lot Talk and that’s it. So that’s a really good structure what you’re really talking about is when you pick your location find an evangelist and there’s a number of ways that you can do that but find your like Keystone evangelist and then you do your targeted advertising with Google ads whether it’s 30 miles 60 miles or whatever for the phrases that you want and then have a landing page that explains what it is and then gives them an opportunity perhaps even to sign up for the wait list at that point because you’re trying to get an expression of interest at that point.
Tim Young: [00:36:29] You know and you talk about you talk here about Google ads for this and I know you’re doing that with your father. It is it seems like on his Web site he’s really and you’re really focused more on Google and not on Facebook. Is that by design or do you find that Facebook is not as effective for him or what are your thoughts for a farmer on using Facebook versus Google for targeting and reaching new customers?
Robert Brady: [00:36:55] The reason we’ve focused more on the search side is just because it has the intent. We know that someone is searching for it right now. And so that’s been an easier person for us to turn into a customer with my with my traditional customer you know with my traditional clients.
Robert Brady: [00:37:14] I do quite a bit of Facebook advertising. And the key to Facebook is knowing what it’s like when you advertise to someone in Facebook you advertise to an audience. And so you have to define that audience based on characteristics that are. Targeting criteria inside of Facebook ad platform. And so you have to have a way to define your audiences based on those criteria inside of Facebook and where my dad is that it’s a little you know there’s not a huge population is much smaller. And so when he targets the same geographic area just like everybody interested in grass fed beef he ends up with incredibly small audiences just because there’s not that many people who are interested in it. In his area but with the you know with my traditional advertising clients when we advertise on Facebook if you have a very specific audience definition like you know who they are something that we’ve actually found for my dad and we have done some advertising on Facebook for this is that we’ve found that a lot of this is just from the conversations that we have with clients. We started to notice a trend that a lot of the people who bought grass fed beef if they were younger and had children at home a lot of them homeschooled it was their first just kind of interesting right.
Robert Brady: [00:38:42] Oh hey you homeschool. Ok but as we started to notice the trend over and over we started to look a little bit deeper into it and it started to make a lot of sense because if you know someone who homeschool their children that’s a person who is basically opting out of public education. And so they’re comfortable you know opting out of a system that is widely available and widely accepted based on information like they educate themselves. They feel like they can do it. You know that that there’s a better way. And so they opt out and they pursue that better method on their own. And those types you know that’s really kind of the same decision that a grass fed beef consumer is making is that they are looking at the industrial food system and they’re opting out of that. They’re saying hey I’ve informed myself I’m educated I understand like where this food is coming from. I don’t like it. And I would like to change it. And so I’m going to do something about it. And so we started to notice that there was this kind of common carrot that was really the root of that common characteristic was that you know we kind of call it that there are people who opt out.
Robert Brady: [00:40:03] And so we actually did some advertising that was pretty effective to homeschoolers because that was actually a bigger audience in Facebook and grass fed people who were interested in grass fed beef. There were more homes homeschoolers and so we actually read some Facebook ads to homeschoolers. But like you don’t say that you’re targeting them because they’re homeschoolers. Right. You just show them ads for grass fed beef and you know that they already have kind of that predisposition to maybe opt out of the system and you’re offering them a way to opt out of the traditional industrial food system.
Tim Young: [00:40:39] That’s a brilliant correlation. I mean I’ve observed the same correlation and of course I homeschool so you know I live that correlation as well and I can totally see how that’s one of the nice things about Facebook how it allows you to do that kind of targeting. Now I’m looking for homeschoolers and a certain geography that I can you know find a way to target you know that we offer grass fed beef. How how would you help your father do that on Google or could you do that on Google or with Google ads targeting homeschoolers who may be interested in your grass fed beef. But it’s kind of a subliminal interest they don’t know that they’re interested because they’re not searching for that. How would you go about reaching them on Google?
Robert Brady: [00:41:19] Google has some options where you can actually do display ads where there are banners that just appear on Web sites when people are reading blog posts or content on you know like U.S. News and World Report or CNN or ESPN a lot. You know Google runs display ads on a majority of the Internet basically and they have some targeting methods where you can say like OK I would like this ad to appear on pages that are talking about home schooling or home school curriculum home school textbooks and then your your ear banner ad would appear on those blog posts or news articles that are about homeschooling.
Robert Brady: [00:42:05] That’s one way that you could approach it from the Google side and really Facebook Google you would use that same strategy to target any kind of audience. I know you mentioned earlier Keto, paleo natural foods. Those are all audiences that you could target on Facebook or on Google using some of their display display advertising options where you know that it’s a group of people who are you know who have a higher disposition to be interested in your product. And you can get your ad in front of them. And again they One is you know one of the beauties of these ad platforms today is that they’re almost all paper clips in their building model. And so if you show if you get 10000 impressions of that ad for you know people who are homeschoolers and only 17 clicks You only have to pay for the 17 clicks.
Tim Young: [00:44:31] That was a great example about using display ads on Google for you know for homeschool pages. So let me ask you a quick question about what you’ve learned regarding things like headlines. I mean if you were doing something like that would you do a teaser headline something like here’s here’s the top three reasons why homeschool families love our grass fed beef or dessert. Are there other types of headlines that work better to get clicks?
Robert Brady: [00:45:00] One of the things I would be a little careful about if you if you take that strategy is the creepiness factor. If if your ads are saying things like you know three reasons home schoolers you know would like grass fed beef. It can come across a little bit weird when the person knows that there a homeschooler and they see ads that are calling out their home schoolers. This is especially a problem in the past year or so. Facebook is especially has been catching a lot of bad PR and it’s a lot of it’s justifiable because they’re not very good with their privacy settings.
Robert Brady: [00:45:40] They make a lot of things available to advertisers that I think consumers don’t really agree with. And so with as you’re writing those ads you know it’s tempting to be super super relevant right. I know you’re a homeschooler so I’m going to talk about homeschooling in the ad but just remember that there is a line there where it can start to come across a little bit. You know there’s a little bit creepy like how did they know that. I don’t know who these people are. That’s a consideration to keep in mind as you write ad copy and remember like you can. You can test stuff see how it does and if you feel like it’s not doing well or you get feedback that it’s it’s weird you can you can change it. But that’s I’d say kind of the first consideration for people. But moving beyond that with display advertising or advertising on Facebook or social media you have to remember that they haven’t. It’s not like Google where they went and searched for it like they want to know about it right now. You kind of have to interrupt them from whatever it is they’re doing on Facebook. You know it’s pretty easy to interrupt people they’re browsing a News Feed and if you have watched somebody go through their Facebook news feed like most people just absolutely fly through it. I mean it’s almost amazing that they get anything out of it because they’re just scanning the scanning and skimming and looking at pictures. You know you actually have to have a pretty compelling title or a pretty interesting picture just to even get them to stop like something like a thumb stopper. Especially since it’s on mobile a lot of the times.
Robert Brady: [00:47:25] And then with display ads you know since they’re reading a blog post about homeschooling you know you’re trying to get them to pay attention to an ad about grass fed beef. Could that ad and go to a different Web site. You’ve got to actually take them away from what they’re doing. And so in situations where you are using these distraction marketing tactics it does need to be pretty catchy. I like I like your ad about the idea of like you know the three most important things to know about grass fed beef and then you know when you get them to the page again going back to our discussion about landing pages like you need to put them on a page that actually delivers on what your ad said. If you told them that you’re going to tell them like the three keys to finding a good grass fed beef producer you can’t just dump them on your home page. You’ve got to put them on a page where like that’s the title of the page and it immediately tells them the three things because that’s how you’re going to you know you promised them something. And if they click the ad you need to deliver and then you can kind of OK you’ve delivered on your promise. Now. It’s going to be a very natural transition to say like and here’s why our farm delivers on all three of those. You know it’s very natural in the thought process the thought flow of a person. They were interested in the ad enough to click it. They come to the page they actually get those three tips and then you tell them like how your farm is doing those three things better than anybody.
Robert Brady: [00:49:01] And if they’re interested then you should have a next step which is maybe it’s your phone number maybe it’s signing up for the newsletter. Maybe it’s a trip wire product like you mentioned. So that all of those steps should flow very naturally and be very linear if you try to make a big jump like here are the three steps about finding a great grass fed beef producer and by a half a cow. It costs eighteen hundred dollars. Right. That’s a big jump.
Robert Brady: [00:49:31] You just jumped a bunch of steps and in the process needs to be very simple very linear step by step to the point where they’re like oh yeah like of course I want to buy some of this stuff. This sounds great. They should never be like Oh I’d be selling to me or oh where are the three tips that. Because whenever that happens everybody’s got access to that back button and they just go right back to what they were doing when you’ve lost them. However many sensor dollars it cost you to get that click you ask those two.
Tim Young: [00:50:02] Yeah. And I think most I think so many marketers miss all these steps I mean they’re just so eager to show up in search results or to get her to be to be a thumbs star like you said on social media to get people to look at their content and then go to their page that they don’t really think through well what was the promise that you’re making to the person who are interrupting to begin with and then what are the steps that you need to satisfy before that person becomes a customer. But I got to believe that’s part of what someone like you offers. You know when you’re freelancing and you’re consulting so I assume you’re not just doing you know running the PPC ads for them I assume with your customers you’re you’re guiding them through these steps as well.
Robert Brady: [00:50:42] Yeah. A big thing. We’ve been adding to my dad’s Web site is a frequently asked questions section where basically we just take all the questions that people that people have asked him over the years this because there is a very common question that people ask if you only have to go to a farmer’s market maybe two or three times and you could put together a pretty good list right.
Tim Young: [00:51:04] Yeah. Lee how lean is grassfed beef How do you cook. How do you tend to rise. You know what kind of foragers Do you have or whatever.
Robert Brady: [00:51:10] You know we always tell people that are our beef is grass finished. And so people are always like well as grass finished mean wise it is a difference in grass fed. And so you know you only have to be at a farmer’s market about one day before you’ve had an opportunity to tell someone the difference between grass finished and grass fed about 10 times. And so we’ve created pages on the site to answer these questions so that that content is you know a you know we mentioned earlier there’s the organic results on Google.
Robert Brady: [00:51:47] If somebody searches like how to cook grass fed beef burger like we actually have a page that’s all about that. It actually is. It tells people like hey you know like grass fed beef is often a little bit leaner. So here are some tips that we have about cooking a really good burger using grass fed beef. And it answers that question. You know obviously there are people who are going to find that that aren’t close enough to buy from us. But we’re prevent. We’re presenting that information to people. We’re establishing ourselves as an expert so it’s helpful. It’s good content and it establishes our website as something that’s invisible to the search engine. They trust it.
Robert Brady: [00:52:27] But yeah. That’s that’s something that I think is really good. As part of a website is having that information there so that you can educate people as well.
Tim Young: [00:52:37] So so how would you recommend that you know a new farmer get started with the Google ads. I mean I guess they go to you know had started Google or whatever and set up an account but you know in terms of doing a test just to kind of get their feet wet and get going what are your recommendations.
Robert Brady: [00:52:57] First off if you open a new Google has account right now. I just I just did this for somebody and I had to go through the actual interface flow whereas usually I would just set up the account from my manager account and then it kind of keeps me out of the general consumer flow. Is that Google ads right now. The initial campaign set up for your first campaign. It’s going to try to create what is called a smart campaign.
Robert Brady: [00:53:30] Don’t be fooled by the name. It’s marketing speak from Google. Smart campaigns are kind of a streamlined campaign type that doesn’t particularly give you much control over what’s happening. You give them a page your URL or a lot of times they’re connected to a Google Google my business listing. And so the ads are going to show up in maps results and being a professional. I’m a little annoyed that that’s where they try to push a new a new advertiser.
Robert Brady: [00:54:04] And so you kind of need to get out of that into like a regular account creation and you’ll know that you’re creating a plain old search campaign when it asks you for the keywords that you want specifically asks you to write a couple of different ads where you put in all of the ad copy yourself and you can set the geographic targeting. And so once you know you’re in the right place. This is the general like process for creating a campaign. First it’s going to be your keywords and it’s pretty simple to just you know like grass fed beef. If you do grass fed beef grass fed beef. Plus like where you’re at. So Texas grass fed beef or Nebraska grass fed beef or you know maybe even a specific city like Denver. Grass fed beef. Those are gonna be key words that you know pretty like if somebody’s searching this they’re probably looking to buy from someone who grows grass fed beef in the area. And so start with those you know and imagine kind of like a bull’s eye on a target. Those are the very center of the bulls. You know that they are interested in the product and that they’re probably in the area then you will right a couple of different you can write. You want to add I would recommend writing a couple of different ads and write them with different I guess themes maybe. So that one is maybe kind of feature or benefit based like you could talk about the health benefits of the grass fed beef and use that as kind of the emphasis and then you could have a second variation of your ad talks about how well the cows are treated how it’s all natural.
Robert Brady: [00:55:53] You know kind of appeal to the PETA types. Well not specifically PETA but people who care about animal welfare and are interested in cows that are treated right. That’s the kind of beef they want. And so maybe having an ad emphasizes the conditions of the farm like where that kind of reinforced this image of like a pastoral existence where the cows are just out there grazing all the time because that’s one of the things that aggressive beef consumers kind of buying a lot of times the eye that idea. And so have two maybe three variations of your ad to talk about different different angles of selling the product because after you run this you’ll be able to see how often each one of those ads was shown a hundred times and you’ll be able to see that this one got clicked 10 times. This one got clicked seven times. This one got caught three times. The one that got clipped three times probably. That message doesn’t resonate with people who are looking for it and so it educates you as the advertiser on which messages you should be sharing online and which ones are most relevant to the people who are searching for your product. So it’s a nice feedback loop for you. So you add keywords you add the ad copy set the geographic targeting the default will be the entire United States. So you definitely want to rein that in. It’s pretty easy to do you can type in a state name and like just click it or predefined or there’s a radius option where you give it a point and then however many miles around that.
Robert Brady: [00:57:32] So you set your geographic area and and really like those are probably the three key things you want. And then it’s going to ask you to enter a bid because Google runs an auction format. It’s not straight price anymore. They factor in what’s called a quality score so that if your ad is more relevant where you’re landing page it’s more relevant. Or people click your ads more often. Meaning as a signal that your ad is more relevant even with lower bids you can rank higher than somebody who bids more. But basically it’s an auction. And so you’ll put a bid in there and you’ll say OK I am willing to pay 60 cents per click. And then Google takes all of that information and they’ll start running your ads. And if you get clicks they will be at most 60 cents depending on the auction dynamics. It could be you know 45 50 cents is probably more accurate with a 60 set bid. It won’t be a full 60 cents but Once you’ve gotten those in it’s pretty much ready to go.
Tim Young: [00:58:45] In that example what would you recommend to your father for. Because he’s. He’s. He’s producing and providing pretty much what most of my listeners would what would be a good bit amount to start with.
Robert Brady: [00:59:02] That’s a really good question. I think here since he’s since he’s in eastern Idaho it’s a little bit smaller market. Fewer competitors. And so I think he probably gets by with a little bit lower bid than you might if you’re in a big city or there are more more providers producers around. But for him I mean I think our beds are somewhere between 35 and 50 Cent. They’re not expensive.
Tim Young: [00:59:30] Ok that makes sense. OK. So Robert I’ve taken up a bunch of your time we’ve been on for about an hour now. This is incredible stuff and I love your distinction because I totally agree with it between Google and Facebook on Google. People are generally searching for answers. I mean it is a search engine after all so presenting yourself there in such a way you know I’m searching for grass fed beef. And here is a perfect place to put an ad that satisfies that search query whereas on Facebook you’re really trying to put yourself in front of people who don’t necessarily want to have you have anything pushed in front of them they’re not looking to buy they’re there you know I don’t want to say this is always the case but it seems to me like they’re there to kill time or look for some kind of question to answer so they can get in a thread and say what they think. So I think it’s a great way to use Google. And I think a lot of farmers really don’t use to go with this way at all. So how do they get in touch with you how do they find out about you and what you can do.
Robert Brady: [01:00:28] I’m really receptive to e-mail. I feel people can feel free to email me directly. Robert at righteous marketing dot com I’m assuming you’ll probably have a link to my Web site attached to the podcast. Feel free to reach out to me directly there. That’s that’s probably the easiest way or you know you can you can find me I’m on Twitter pretty actively I’m also on LinkedIn just Robert Brady you’ll see my smiling face matches the one on righteous marketing’s about page if you’re curious.
Tim Young: [01:01:01] Yeah I will have a link to righteous marketing dot com in the show notes for anybody who hits the page up. Robert this has been super successful and we’re all going to reach out to your dad and some to give you more props for all the work you do. He should give you some more praise.
Robert Brady: [01:01:16] He gives me he gives me a freebie. That’s my payment.
Tim Young: [01:01:21] Absolutely. Robert thank you so much for being a part of small farm nation.
Robert Brady: [01:01:25] Glad to be here.
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