Let’s start by looking at what social media is. Social media is under the Internet Marketing umbrella. There are many components to marketing your horse business on the internet. Generally speaking your internet marketing could include: website, search engine optimization (SEO), opt-in list, electronic newsletter, blogging, copywriting, and social media. Social media includes Facebook, Twitter, LinkedIn, YouTube, Flickr, Delicious, Stumbled Upon…well the list goes beyond those mentioned here and is a long one these days! Social media facilitates conversation and involvement. Traditional online media delivers content but doesn't provide the ability for the audience to help create or develop the content. It’s that interactive piece that sets social media apart, and because of the interactivity provides an interesting new means for your horse business to provide enhanced customer service and relations. One of the toughest pieces of marketing is the customer contact element – how to keep in touch with your audience on an ongoing basis after they’ve made an inquiry about your business or after they’ve made a purchase from you. Social media can be a tool to bridge that gap.
But where to start, you might ask. The best thing to do is to get yourself comfortable with one channel and then build from there if you are so inclined. Remember, you don’t HAVE to do social media. If all your other marketing initiatives are bringing in all the business and more than you could ever hope for, you might be tempted to pass on it because of what you’re anticipating the learning curve might be. But remember also that your competitors are probably using social media, making themselves accessible in a way that you perhaps aren’t.
Emily Wigley owns and operates Fish Bowl Farm in Vashon Island, WA. She’s been writing a blog (actually her school horse writes the blog) for three years and began using Facebook and YouTube in late 2009. “We’re a small business located in a small community. Since we’re on an island, we have a greater need to actively market to the general public on the island than a business on the mainland has. We use FaceBook, our blog and YouTube channel to reach out to potential clients and keep existing clients happy and informed. Many find us through Facebook and shared email blasts. I make sure that all my social media is available from our website as well.”
“We post photos of our students and videos of great lesson moments, like the first time a rider really gets posting at the trot. Our clients appreciate this acknowledgement. To take care of the photo/video release, I include a line specifically for that to be initialed by the client in our liability release form. About 85% of our client base is youth, with the remaining 15% over 40. We find that the youth and their parents have adapted easily to our use of social media, whereas the adults over 40 didn’t adapt as quickly. Its interesting that our most active communicators in social media are our “friends” and supporters, and that our clients tend to take more of an observing role. Overall, it’s provided a great feeling of connection and community.”
Willow Creek Stable, Lebanon OH, is family-run with Deb and Brian Weiler at the helm and assisted by her daughter. The stable is a boarding facility and used to have a waiting list. The economy has changed that, so Deb got going with social media early in 2010. “We’ve definitely gotten boarding leads from Facebook. It’s also been great for networking with other barn owners and to keep up with events. Our boarders have been able to pair up with others for horse shows more easily, helping them to save expenses. I’ve posted safety information – for example, the importance of a 3-prong fan vs. a 2-prong fan; and make sure ICE (In Case of Emergency) info for yourself and your horse are in your cell phone because they will look there for that information. I can also give weather updates quickly and easily through Facebook. That way boarders know if their horses are going out or not, so can then plan on whether to come out and longe. We also post awards and competition results. It also provided us with an important connection during a sad time. One of our boarders was quite ill, and we were able to keep everyone updated without bothering her family when they needed to be focused on her.”
Latest Comments