Establishing Your Online Presence: Inventory Guide

Start Here

Before creating new accounts or a website, take stock of what already exists. Many markets find outdated profiles, forgotten accounts, or unclaimed listings that can be quickly updated and optimized.

This inventory helps you organize your digital presence, identify gaps, and establish a solid marketing foundation.

Why It Matters

Past managers, volunteers, or vendors may have set up accounts. A thorough audit allows you to:

  • Reclaim and update existing accounts

  • Identify which platforms actually drive traffic

  • Avoid duplicate/confusing profiles

  • Focus on the most valuable platforms

  • Organize logins so multiple people can help

 

Use AI to Streamline

  • Audit help: Ask AI to search for your market online: “Please help me audit the online presence of [Market Name] in [Location].”

  • Bio content: Write one full bio (3–4 sentences), then use AI to resize for different platforms: Instagram (150 characters), Google (500 words), directories (25 words). This ensures consistency and saves time.

     

Action Plan

  1. Secure access to existing accounts
  2. Update all info
  3. Claim directory profiles (Tier 1 first)
  4. Create missing essentials (Google, Facebook, Instagram)
  5. Store logins securely for team use

Organize Logins

Keep one secure document with: platform, username, password, recovery info, access level, last login. Use a password manager (LastPass, 1Password) for security and sharing.

 

Social Media Audit

Tier 1 – Essential

  • Facebook: Business Page vs. profile? Recent posts? Admin access?

  • Google Business Profile: Accurate info? Photos current? Claimable?

  • Instagram: Business vs. personal? Followers? Activity?

Tier 2 – Optional but Useful

  • TikTok: Any content already posted?

  • Threads: Connected to Instagram? Active?

  • Twitter: Existing accounts? Follower count?

 

Directory Audit

Must-Haves

  • Google Business Profile (critical for discovery)

  • Bing Places (often overlooked but valuable)

  • Apple Maps (important for iPhone users)

  • TripAdvisor (key for tourists)

  • Real Maine (Maine visitors)

  • Maine Federation of Farmers Markets (essential for community)

  • Local Harvest ($30/year, popular with conscious consumers)

Skip

  • Yelp: Prioritizes negative reviews unless you pay for ads.

     

Website & Newsletter Audit

  • Website: Updated? Mobile-friendly? Includes vendor list & hours?

  • Newsletter: Platform? Subscriber count? Last sent?

  • Blog: Active or outdated? Who manages it?

Priorities for Winter Markets

  • Tier 1 (Start Here): Google Business Profile, Facebook Page, Instagram

  • Tier 2: MFFM directory, Real Maine, Apple Maps, Bing Places

  • Tier 3: Local Harvest, TripAdvisor, TikTok, Threads, Twitter

     

What to Gather

  • Market name (and variations)

  • Address, phone, email, website

  • Market hours & seasonal schedule

  • Short description (2–3 sentences)

  • 5–6 quality photos + logo

  • Vendor and product info

 

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    Maine Federation of Farmers Markets
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    Contact

    mffmmarketingguide@gmail.com