The benefits of kicking your farm marketing up a notch

(yes, even when your distributors take care of it for you).

From profits to happier employees, marketing your farm packs too many perks to ignore – even if you’re totally happy with your current income, or selling through a distributor who deals with the end customer for you.

I’m not talking about just behind-the-scenes Instagram stories or Facebook posts about what you’ll have at the markets this week (chances are you’re already nailing those), or forcing yourself to adopt Reels, Zoom parties, Clubhouse and every other tool that 2020 threw at us.

I mean having a basic plan, being intentional with what you’re saying (and where you’re saying it), and making small, consistent improvements to the way your farm and product show up. Getting serious about using an email list. Improving (or establishing!) your website. Or looking at ways to connect with your customers through experiences. It’ll look different for everyone. 

These five benefits are five reasons to start thinking about upgrading from the occasional Instagram post, to getting strategic about marketing your farm business.

5 benefits of marketing your farm

 

1. It builds a healthy brand (i.e. what people say behind your back)

Your farm’s brand isn’t just your logo (you may not even have one), and it exists even if you “don’t do marketing.” It’s what your staff, customers and the public say and think about you and your business. You have one whether you like it or not, so proactive, thoughtful farm marketing is your best bet for steering the conversation. It lets you get out there and share what makes you great, rather than hoping people figure it out themselves.

2. It increases your social capital and connectedness

People crave familiarity and direct relationships – we love it when the barista remembers our order and the bartender knows our name. “Social capital” is the benefits of the depth and variety of your relationships. When you’re effectively communicating your story, those who already know you – customers, distributors, staff – feel more connected and loyal  to you. This in turn increases your value and attractiveness to their wider networks. More people will want to visit, buy from or collaborate with you.

3. … which in turn opens you to other income opportunities

Maybe you’re content with your current customer base or wholesale arrangements. But playing the (marketing) field can lead to greater income capacity and long term sustainability. A bigger profile or diversified following doesn’t just mean the potential for more customers or new income streams – it can be a form of insurance. If (*knock wood*) you lose a major customer, you’re already that much further along the path to finding the next one.

4. It gives you the chance to educate and inform

I’m yet to meet a primary producer – conventional, regenerative, urban or otherwise – who doesn’t have something they wish they could tell the average food consumer. With a few tweaks to your current marketing activities, you can go from just sharing with your existing community – who probably already agree with you – to reaching and educating others.

5. It increases your appeal as an employer

Let’s be honest, farm work has a bit of a PR problem. Backpackers complain about it, many rural and regional kids flock to the city never to return. Promoting the great work you do, on top of showing how fun, meaningful, innovative or picturesque a day on your farm is, can help to combat it. A strong, positive brand can also increase pride, morale and happiness in existing employees (as long as you’re walking the walk – pretending things are peachy when they’re not can and will backfire).

How these benefits feed into each other

Story time.

1. A local food blogger stumbles on your blog, so then reached out to work with you on a photoshoot shoot and story on their blog.
2. The manager of a cafe with a keen interest in trends follows that blogger, sees the post, and looks into your produce. They like what they see on your website, place an order (through you or your distributor) and highlight your product on their menu.
3. After eating at the cafe, your name rings a bell when an experienced backpacker is scanning lists of local farms to work on.
4. Meanwhile, another chef wants a piece of the good-will (or even media action) the other café is receiving by championing a local product with a built-in following, so reaches out.

Gotta love a ripple effect.

 

Before you panic…

I know what you’re saying – “I’ve already got enough to do!” But strategic marketing doesn’t have to be time-consuming marketing. Even small tweaks can have huge ripple effects.

I’ve got more blogs coming, full of actionable, practical tips to help you move the dial on your farm’s brand and marketing. Sign up to my mailing list below to make sure you don’t miss any!

In the meantime, share this post with a promo-phobic friend, or check out my farm-to-table marketing packages if you want a headstart on your marketing strategy, with all the guesswork taken out.