Carrot Cashflow: Boosting Your Business with the Right Marketing (CC14)

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Episode Summary

When you’re a new farm struggling to get yourself out there and secure your first few customers, then marketing can be a great tool to broaden your reach, make yourself known, and hopefully get more yourself in front of paying customers. So, what’s a good way to approach marketing?

In this episode of Carrot Cashflow, we’re talking to marketing strategist John Reinwald of Farmstand Revival to walk us through how to kick a small farm’s marketing game off the ground.

Today’s Guest: John Reinwald

John Reinwald is the owner of Farmstand Revival based in Loveland, Colorado. Passionate about regenerative farming, he has helped a number of small farms and businesses create and implement effective marketing strategies that not only boost their sales but also grow their businesses.

Relevant Links

            Farmstand Revival Marketing – Website | Instagram | Facebook

In this episode of Carrot Cashflow:

  • Diego introduces the episode’s guest, John Reinwald (00:37)
  • The biggest day-to-day challenge small farms face (01:42)
    • The hierarchy of marketing: email over website over social (02:39)
  • Laying out a basic email marketing strategy (04:27)
  • John Reinwald’s recommended tool for email marketing (08:26)
  • How to go about creating a lead magnet (10:06)
  • Offering value and offering sales in email lists (13:21)
  • Optimizing how many emails to send and when to send them (15:08)
    • Why maintain the consistency of emails? (16:50)
  • Keeping emails to your email list simple (20:20)
  • How long should emails be? (22:22)
  • The keys to building a successful social media platform (24:17)
    • More is better vs. the bare minimum frequency of posts (29:16)
  • Setting aside time to plan out and schedule posts (30:53)
  • Including social media analytics in your sit-down time (34:08)
  • What to post to stand out from all the noise (35:18)
  • The best ways to utilize Instagram to drive sales (37:53)
    • Consider local influencer marketing (40:17)
  • Where to find and keep in touch with John Reinwald and Farmstand Revival (43:20)

Check Out My Book: Ready Farmer One: The Farmers’ Guide to Create, Design, and Market an Online Farm Store (2022) by Diego Footer & Nina Galle

Subscribe to Carrot Cashflow in your favorite podcast player:

iTunes | Spotify

CC14 - John Reinwald

[00:00:00] Diego Footer: Carry cash flow :profitable farm business starts here. Toda, iIt's all about increasing your reach in marketing with social media and email. Stay tuned for more on that coming up.

[00:00:31] Welcome to carrot cash flow. I'm your host Diego, DIEGO. Today, I'm talking to marketing expert, John Reinwald of farm stand revival marketing. John's gonna share his best tips and tricks on how to market better through email and social media. In this one, you'll get a lot of actionable advice on things you can do to better connect with your current customers through email and ways you can connect with prospective customers on social media platforms like Instagram, let's jump right into it with John Reinwald.

[00:01:10] John Reinwald: So my name's John Reinwald, I'm the owner of farm stand revival. Um, it's a digital marketing agency, so I primarily created it to help small farms. Uh, and just help see this movement thrives from everything from influencer marketing to social media, to paid Google Instagram, Facebook ads. So you name it.

[00:01:32] So what started as just helping out small farms has kind of grown into helping out indirectly businesses within the small farming community as well,

[00:01:42] Diego Footer: You know, with all the farms you've dealt with and deal with on the day to day. Where's their biggest challenge when it comes to marketing that you think?

[00:01:51] John Reinwald: Yeah. So we offer these free 30 minute marketing coaching sessions with farms that have been established or even brand new farms, just starting up. And over the years of doing that with small farms, whether they're micro green farms or well-established market gardens there's been kind of three channels that I see small farms struggle the most on.

[00:02:14] Um, so just to go over those three, we'll kind of go deeper into each, but in order of importance, I would say the least important, but still important of these three would be the social media marketing channel. Secondly, the website strategy and then most important would be their email marketing campaigns and getting that kind of set up for success for them.

[00:02:39] Diego Footer: Why that hierarchy, why email over social over web?

[00:02:45] John Reinwald: Yeah, a lot of it is you know, in digital marketing, it all comes down to numbers, right? So the numbers kind of drive what we decide is what's important. So for social media marketing as that channel, it kind of comes in third because in the us about 70% of Americans have a social media platform that they utilize.

[00:03:07] Um, and then when we talk about email, about 90% of people. Um, use email in the us. So just that difference alone percentages would suggest more importance on email marketing versus social media. Um, but when we dig a little deeper and we'll kind of get into this, but when you look at how many people open their emails out of that 90% of the American population that has an email address, 95% of those guys will check their email at least once per day. So when we see numbers like that, it, it drives time and attention towards that marketing platform.

[00:03:48] Diego Footer: So it's the whole thing you might do a post on social. There's no guarantee anybody's gonna see it, including if they follow you. If you send them an email, they're at least gonna see it and then decide, Hey, open or delete.

[00:04:00] John Reinwald: Yep, exactly. Yeah. So it's all about just getting your brand in front of your target customer. Over and over and over again, driving them from a cold traffic. Someone that's never interact with your brand, seeing your brand repetitively enough that they start to go, oh, okay. When they're ready to make that conversion when they're ready to buy that tool or invest in micro greens in their restaurant, you come top of mind to them.

[00:04:27] Diego Footer: When you look at email marketing, I think people just right off the bat, they're gonna assume, okay. That's me sending out a weekly newsletter. If you're talking to a farm about setting that up, thinking about. How would you lay out what email marketing is in your view?

[00:04:46] John Reinwald: Yeah. So there's kind of two ways to look at it. One, one half of email marketing is a set and forget it type of approach, which is nice for farmers. They take the time they invest in it, they get that set up and then they don't think about it much anymore. Beyond that. The second half is like you mention. Um, where you have to go in weekly is what I do recommend once a week, sending out an email to your email list and coming up with something creative once a week, put out to your target audience.

[00:05:14] Right? So the first half, like I spoke about earlier is setting up new subscriber, email, automated campaigns, right? So when someone lands on your website, they're not ready to purchase a product, but they love your brand. They love what you're doing. They wanna learn more. Most of 'em When they don't want to convert just from, Hey, sign up for my newsletter, that gets very few conversions.

[00:05:37] But if you provide some piece of value to them, you'll get them more likely to convert. Uh, and then your, your end of the bargain is you gotta provide them that piece of value. Right? So we call that a lead magnet in digital marketing, right? So you want something that's gonna lead that, that cold audience that's just visiting your website.

[00:05:55] You wanna lead them into your. Subscriber list. Right? So the way you do that is with a lead magnet, something that drives them in. So say you're a, microgreens a local microgreens grower and you're targeting chefs in Denver, Colorado, right? So you might wanna provide, Hey, sign up for email newsletter.

[00:06:16] You get the top 10 dinner recipes. That include micro greens. Right? So all of a sudden that chef is thinking, I like these guys. I'm not ready to purchase today, but oh, that's pretty cool. Maybe I can bring that list, those a list of the top 10 recipes to the owner and convince them why we need to bring on micro greens and why it's important.

[00:06:37] You know? So all of a sudden you're warming up that called and they have a reason to give you their email, right? So there's kind of this mutual, beneficial relationship you're, you're establishing. So that's the front end of email marketing, right? You wanna set up a reason why people want to convert and become on your list in the first place.

[00:06:56] And then once they're there, you wanna take the time to send them an email about once a. And make, make it a, a planned scheduled thing. So four weeks in a month, the three out of the four weeks you're providing value to your target audience. And one of those weeks you're providing more of a sales pitch type of email, right?

[00:07:15] Cause no one likes to get bombarded with sales, sales, sales, but if there's value and they know, they know when they open that email, there's something they're gonna learn about a blog post, right. A podcast. Um, Then they're more likely to open the email and not unsubscribe from that email. So that's kind of the second half is okay.

[00:07:35] What's our strategy behind setting up regular emails to our target audience. And why is it worth the time and investment that takes to do weekly big picture it's every dollar you put into email marketing on average businesses get $44 in return, so there's no other marketing channel in digital marketing right now that that is that successful.

[00:07:54] So for example, if you were to sell your business, you're selling that email list of people that said, yes, I wanna be associated with this brand and I wanna learn more, right. That's part of what you're selling because you know, 30% profit per year on average, coming from email marketing for business.

[00:08:13] Is a significant portion of your business. So email marketing and building out your email list is one of the first things I recommend farms to do when they're starting up or when they're established, don't overlook it.

[00:08:26] Diego Footer: So I want to circle back and hit both those things in a minute. With the landscape constantly changing in terms of service providers to do this type of thing, is there one platform that you recommend to people now they can deal with one, the sign up, distributing a lead magnet and then managing the newsletter and the list.

[00:08:48] John Reinwald: Yeah. So I recommend the most popular one. There's several reasons for that. It's a little more, big beginner friendly than the more complex ones, but also I love having access to something that's. Really well known. So I can just go onto YouTube and find out how do I set up that lead magnet?

[00:09:05] How do I automate that email out to my subscribers when they first sign up? You know? So the most widely used one is called MailChimp, and that email marketing platform actually has a freemium option. So the first 2000 subscribers are actually free that you add to your email list. So it's great for small farms that are starting up and don't have a lot of money to invest upfront.

[00:09:29] They can do the free option through MailChimp, the most commonly used email provider. And then start building up their email list. And once you get above about 2000 is when they start charging you a monthly rate. But again, think of that as an investment, every dollar you put in, you get 44 on, in return on average.

[00:09:45] Right? So that is a well worth it investment. Okay. So that's one of the first places I suggest farms invest actual money into their digital marketing beyond just time.

[00:09:58] Diego Footer: So they sign up for MailChimp, they get the code that they can embed. Paste into whatever web platform they're using. Now they can collect emails.

[00:10:06] Um, you're right. Incentivizing somebody with some sort of lead magnet helps them, helps the prospective customer put in, we trade their email address. Right, right. For the sign up. Yep. I think it sounds so simple. Like I gotta create something to put up there, but I know, I just know this is one.

[00:10:25] People really get stuck on like mm-hmm oh, I don't know what to make what can I make? That's gonna add value. Yeah. Are you beyond like recipes? Are there any kind of creative examples that you're aware of that people are using or people you've worked with have done? Cause what I, what I like to do is inspire somebody to go out there and just, Hey, make something, stop overthinking it and just put something.

[00:10:49] John Reinwald: Yeah. Yeah. So the first place, when it comes to designing a piece of content that you're giving away as your lead magnet, the first place I'd recommend to anyone that's just starting off and isn't familiar with graphic design is to start on It's free and the amount of access to features within the graphic design world is just amazing.

[00:11:12] And it's so user friendly and again, it's free. So you can't beat free. Right? So, just like a, you paint a canvas Start with those guys. And again, just YouTube, some how too, how do you design your lead magnet on canvas? Right? And then you'll, you'll. Showing tons of different ways to get creative around this idea.

[00:11:32] But you were also asking like, what's another creative lead magnet you could provide. Right? So when I was first doing this a few years ago now for a farm, I was looking into it and I went on buzz, It's just a platform that lets you see what's trending. Um, as far as like articles and that sort of.

[00:11:51] And one of the articles that was trending was great for a farm to start off with. It was like um, this is how to wash pesticides off of your fruits and vegetables. And I believe don't quote me on this, but it was like some kind of baking soda mix. Um, but it was trending really high. It's something great that your target audience is kind of interested in.

[00:12:11] Right. So you're kind of providing some value to them if they're already interested in local organic, healthy foods, vegetables and fruits. Right. So it's something just enough to kind of push 'em over, to be a little interested and allow them to convert. Right. So there's lots of different ways to provide value.

[00:12:29] And that's just one example, but there's tons. Uh, it just takes a little creativity. Said, and it takes a little time and investment, but again, if you do this once it's there, there's, there's few things that are evergreen in digital marketing. And this is one of those evergreen things you do it once, just like setting up your website for the most part, you set it up once you can set it and forget it.

[00:12:49] Maybe make some edits to products and pricing, but that's exactly what I'm talking about when it comes to put in the time and energy, when you're starting. To build out a great lead magnet design it, it could be two pages. It could be 20 pages whatever's you're comfortable with, but it's just something to get people a little bit more conversions when they wanna consider your product, but not purchase yet.

[00:13:12] Diego Footer: Yeah. It's gotta be unique enough to get them to, to bite on it.

[00:13:16] John Reinwald: Yeah, exactly. Yep. So whatever that looks like for your specific business.

[00:13:21] Diego Footer: So I have that up, I start bringing people into my email. uh, how do you view email lists in terms of how you utilize them? You, you mentioned earlier kinda like that Gary V jab, jab, jab, right.

[00:13:35] Hook value, value, value, sell. Yep. And I think a lot of people they wanna be selling all the time because you know, it's always nice to see sales go. You start building a list. What's your overarching philosophy going deeper into offering value versus sales on email list?

[00:14:00] John Reinwald: Again, that's, that's very specific to the business through your micro green business or, you know an orchard or so it just, whatever that value looks like value doesn't have to be just educational.

[00:14:18] It could also be. Um, entertaining. Right? So you can talk about what's going on on your farm that week. It could be the trials and tribulations you're dealing with on your farm and ways you overcame it. And why that head of broccoli is more than just ahead of broccoli to you on your farm. Because you're able to grow it for the first time, this growing season after failing several other years so provide entertainment or education in your emails when you're providing value.

[00:14:46] And another way to look at that is not just entertainment and education, but if it helps to think of it a little differently, Instead of entertainment, think of human and instead of education, think of helpful, right? So you wanna be human and helpful whether you're creating content, that's an email or a post out on social media.

[00:15:08] Diego Footer: Another thing I think people really obsess on and maybe overly so is so I'm writing now. I'm human. I'm helpful. I'm doing it on a weekly basis really. Optimizing time of day, day of week send, I mean, do you put any value in that or do you think consistency is just important, pick a time that you can do it every week and do that?

[00:15:34] John Reinwald: Yeah, exactly. Just kind of try it out. Every, every business's audience. Acts a little bit differently, whether it's time of day or day of week, as far as optimal posting scheduling times for your emails. But just start, like you said, it's just more important that you start don't do it once a month.

[00:15:53] Um, don't think that once a week is bombarding your email subscribers to a lot of farms don't want to. Oversell right. Their brand and their business. And they feel like they're just inve seeing people. But again, not everyone that you send that email out to is gonna see it. Not everyone's gonna open it.

[00:16:09] Um, and the percentage of that, do you provide them value? So they're happy to open it. They're happy to see that they're happy to receive it. Right. So don't think of it as a burden. Think of it as kind of a blessing to your, your target audience. Since they chose to sign up for it. Now you're gonna provide them value.

[00:16:25] And target them on a weekly basis. Beyond that, when you start going twice a week, three times a week, it is a little bit too much, and it does feel like you're bombarding them and you might see higher unsubscribed rates, but these platforms are great, cuz they'll eventually start to show you what the optimal times of day are.

[00:16:43] And they'll start to show you what the optimal days of the week are for launching out the scheduled emails.

[00:16:50] Diego Footer: What would you say to a farmer who� It's July. It's the height of the season. They're busy. Hey, I'm not selling every email. Three of 'em are helpful and human versus one where there's a sale. Like it's gonna take me an hour.

[00:17:06] By the time I sit down, type something up, finish it off, all that. And at the end of the day, it's not directly selling today. Mm-hmm , I'm already busy. tell me why this is worth doing even at the busiest times to maintain that consistency.

[00:17:25] John Reinwald: Yeah. So if it helps Email marketing is actually becoming more and more simplified. Right? So when you go onto a platform like MailChimp, you'll see that they have all these really well designed templates that are almost like beautiful ads. Right. But again, because they look and feel like ads, people actually convert less on those types of well built out emails. So instead of. Six pictures of video, six different links going different directions, eight different call to actions in your email.

[00:17:58] Just go simple one that makes life a lot easier for the business owner. And two it's actually. looks and feels more like a regular email. So your email subscribers are more likely to have that show up in their primary tab instead of into promotions or spam. Right? Cause that's what everyone fears with email marketing is you're launching these things out and they're all going to spam.

[00:18:22] Well, there might be some things you're doing that are causing that to happen. You might have overdesigned emails with too many pictures, links and too much HTML develop. Into that email and the. Google or Gmail just says, ah, forget it. These guys can't be, they must be a promotion. We're just gonna slide 'em over into the promotions tab.

[00:18:43] The user will get to it when they can. No, we want really simple emails. So I recommend to businesses to do there's kind of three different options when you go into this and. Email marketing gets complicated quickly, but to keep it really simple, you can either send an email in plain text where you're just sending text kind of like you would to a friend.

[00:19:02] The second thing would be simple HTML where maybe you have now text and also a picture. Or one video and then the more complicated HTML formatted emails. Right. So I recommend the simple HTML because you can still track open rates and those type of analytics on the backend of a simple HTML versus just a plain text.

[00:19:26] Right? So what I typically encourage businesses and farmers to do is to go out and send out this email with just a little bit of caption, talking about whatever the simple. Piece of value or call to action is it may be one picture. Um, so now you have your caption, your words, your picture and then at max two external links off of that email and ideally both of them with the same call to action.

[00:19:54] So if people click the picture, boom, they're gonna go to the landing page of that product. Or if they click the, the. Link in the caption, boom, they're gonna land on that landing page of your product. Right. So, so all that to say, yeah, let's make it really simple because the platforms like Gmail will actually be more likely to put it in front of your target audience instead of in promotions. And it makes your life easier too. So we're kind of in this sweet spot right now.

[00:20:20] Diego Footer: So keep it simple. Yep. That makes it easy to execute even when you're busy. And it's kinda like you mentioned orchards earlier. You, you plant a tree, you tend to that tree for years and years and years, because many years down the line you want that tree to produce for you, and then you want it to keep producing well into the future.

[00:20:39] And I, I kind of think email list is the same way. It's not always about. Your direct action gets returned by some sort of sales transaction, right. When you send it. But it's building that audience where the returns are steady over a very long period of time. So it's not one email that makes or breaks anything, but it's that consistency that really builds something that matters.

[00:21:06] John Reinwald: Yeah, exactly. Yeah. Even if you didn't get a conversion right away. Um, you're still building brand awareness and that's invaluable, right? Because 30 years ago, if you had a popup farm stand on your farm that you did on Sundays, and you wanted to tell people about it, you literally had to knock on doors and go interact face to face.

[00:21:25] Or send something traditionally through the mail. Right? So now it's as simple as sitting at the computer for five, 10 minutes. If you get good enough at this launching out that weekly email and boom, it's now gone out to let's say 10,000 subscribers on your email list, right. That type of organic reach, where it's not you putting money into sending out that advertisement, it's organically reaching your target.

[00:21:47] And all you did was spend five, 10 minutes to launch out that email, right? So we're kind of in this really awesome period to be a small business, because we can have so much reach with so little effort. These things do take time, but it's invaluable as far as a marketing channel and spending your time.

[00:22:04] And really as farmers, you either spend money into advertising and digital marketing, or you spend your. and you kind of, if we don't have the money to cough up and to pay the advertisements, to build out an email subscriber list, then you gotta spend your time on bringing those people in and nurturing that audience. Right.

[00:22:22] Diego Footer: So where do you fall in terms of length of emails? There's a lot of advocates of really short, concise emails. There's some people that advocate very long emails and I could make a case for both of those. Where do you fall in that spectrum?

[00:22:38] John Reinwald: Shorter is better. So You know, kind of leave information of value in the email, like say you're doing a blog post on the top 10 recipes for micro greens again.

[00:22:49] Right. So provide a bit of value. Um, here's the top 10 recipes for chefs. We've polled an audience of. 20 different chefs and these are their best recipes. Um, it goes over micro greens, this, this, and this variety so you're kind of providing a little bit of education right there, but then you're asking them your single call to action.

[00:23:11] Their, your single thing that you want them to do is to click on that link or that picture to get them over to your blog post on your website. Be able to read through that blog post and maybe there's another, a second call to action at the end of that, that says, Hey enjoy getting content from us. Um, here's a little bit about our farm and, and the products we sell so there, you can have this kind of be layered and make it really complicated.

[00:23:39] And even with email marketing, there's other things you can do, like abandon. Um, cart emails and all this other stuff, but I try to keep it really simple. We need that new subscriber email to automate out, and then you need your weekly emails to go out to your target audience and keep 'em simple, short to the point, maybe even a little teaser.

[00:23:56] So they're tempted to click and take that next step in your customer journey with you. Hmm.

[00:24:02] Diego Footer: Yeah. You know, one way a lot of people end up on email list is they get sent to websites from social. So shifting over to the social side of things, mm-hmm, your Instagram account, which I'm familiar with is, is farm stand revival.

[00:24:17] You've grown that tremendously over the past. Uh, I don't know how old it is officially, but maybe two, three years at the most. I just, yeah, yeah. Yeah. So you've grown it quite a bit. What is you think has been your key to success in terms of building that platform?

[00:24:37] John Reinwald: Yeah, so you'll, you'll hear this a lot. And as far as social media marketing goes, it's consistency of putting out content consistently, and then the algorithm likes that. Right? So all these different social media platforms have algorithms are ways on the back end to prioritize. Okay. What gets shown and what doesn't get shown. Right. And they're gonna choose to show someone.

[00:25:01] To larger audiences that is regularly providing to the platform. Right? So if you're giving into the platform and not just taking from the platform, they're gonna start prioritizing what you put out. Right? So, same thing with, with local marketing and Instagram marketing, whether you're local farm, you don't wanna just put out something once a month and maybe 20% of your followers.

[00:25:26] See. and then you don't interact with them again until next month. Right? So that's, that's not the type of social media marketing. That's actually gonna get you growth. And again, same thing on social media. You can either put money towards this and put out advertisements and get lots of people to see it and get a line outside of your firm stand, but you've invested a million dollars and paid ads, or you can take the time outta your day to invest in growth and organic reach on these platforms.

[00:25:50] Cuz again, it we're an amazing time where. You can put out a post about your farm stand open on Sundays and people will actually see it. Not only the ones that follow your page, but even new people will start to see that content. So it's worth the time and investment as much as people struggle on these platforms.

[00:26:09] A lot of time it's because they're on defense instead of offense, when they're on these social media platforms. So instead of giving to the platform, putting out stories, putting out. News feed posts, putting out reels instead of giving to the platform they're consuming on the platform. So all of a sudden, the half hour that they put to the side on Monday to work on that week's social media account, they've now wasted because those platforms are made to keep you on there as long as possible.

[00:26:41] So they can put as many ads in front of you as possible. Right. Nothing's free. So you get a free Instagram account, but it's because you're now a user and they're gonna put advertisements in front of you. So they make. So they've spent years optimizing these platforms to get people on the platform, but also keep 'em there.

[00:26:58] Right? So you have to resist that as a small business and you have to give, put into the platform more than you're taking out. So if you find yourself 51% of the time scrolling and not building your brand or business, then I even recommend not even starting that marketing channel. If you can get on there and spend 51% or more of your time on that platform to give to the platform, you'll see growth and you'll see local organic reach.

[00:27:27] Um, and the ways to do that is with consistent content. and then also there's some other things you can do in there that helps optimize your time and energy. Like which platform do you post to which feature within the platform is gonna get the most reach and those sorts of things, but being consistent is key to success.

[00:27:47] And most businesses struggle. With not having enough content to put out the nice part about being a farm or a business that's got beautiful scenery around them or. um new seasonal products coming out, you have lots of content farmers for the one nice thing is they have tons of content.

[00:28:12] If you gotta think a certain percentage, most maybe of your audience is sitting in a cubicle at work looking and scrolling at your content. Right? So they wanna see the beautiful scene outside. They wanna see what you're doing out in the yard or. Uh, back in your farm or at what's going on at the farm stand that day and what struggles you're having and overcoming those are all places of entertainment and escape for people.

[00:28:36] And that going back to that, you're providing entertainment. and you can also provide education when you post. So one last thing I wanna say about this is scheduling your content makes your life so much easier because it's hard to get onto these addictive platforms once a day, put out a poster two and then get out of them.

[00:28:56] It's not easy to do that. So what I actually suggest, let me, let me pause you there. Oh yeah, yeah. Okay.

[00:29:02] Diego Footer: Yeah. Okay. So, so your farm stand revival is a little bit different in the sense of, I think what you're. to do than what a farm would do. So I think you, you post quite a few times and you might even post multiple times a day.

[00:29:14] John Reinwald: Yeah. Two to three times per day.

[00:29:16] Diego Footer: Okay. Okay. So quite a bit, now, I don't think you're advocating a, a farm to do that. Where do you think the sweet spot is for Jamie's vegetable farm?

[00:29:28] John Reinwald: It's one of those things, the more, the better, honestly, if you can get up to two or three times a day, then awesome. Most can't, that's okay. But you can spend time throughout the week. Oh, that's cool. Snap a picture. Later in the week. Oh, that's a really beautiful sunset. Let's snap, a picture, take a 30-seci=ond video and talk about your farm standard, whatever it is. Um, and then just, just book it, just have it in your reel of your.

[00:29:55] Your E your photo catalog. Right? And then when you sit down in front of the computer to actually do the social media marketing, you now have a week's worth of pictures. Okay. Or videos that you can now post out. So.

[00:30:06] Diego Footer: Well, like, yeah. So, so more is better, more is better. Okay. But that's, so that's gonna intimidate some people cuz they're gonna be like, oh, CRI 21 posted a week. Like yeah. Yeah. Uh, like what's the bare minimum you think you gotta hit, like if you had to put a bottom floor.

[00:30:25] John Reinwald: Yeah. I mean, whatever's realistic for you. You know, again, this, any time spent on digital marketing is beneficial for growing your brand. Um, so maybe if realistically. Three times a week. Okay.

[00:30:39] Three pictures, three videos. And you could do that for an entire month. You could sit down for a half hour and book out an entire month's worth of twice a week, three times a week, pictures or videos going out onto those platforms.

[00:30:53] Diego Footer: And, and that's really your advice to do. This is not leave it up to doing it in the moment is to, to schedule time once a week and sit down and lay it all out ahead of time?

[00:31:05] John Reinwald: Yeah. Yeah. Yeah. Because when you do that, you can expedite a lot of this stuff, so right. Cuz it's not just the picture. You, you go onto a platform. Like I recommend farmers go to creator studio on creator studio. It's kind of the backend scheduler within Facebook and Instagram. Since those companies Facebook and Instagram is the same company.

[00:31:30] Then you can actually go onto Creator Studio. And if you're not sure what that is, just go to Google type in creator studio. and in a second tab, have your Facebook already opened up. When you click on that link, it'll automatically pull you into creator studio within your um, BI personal account. It'll have all your businesses in there and you can select what days of the week you wanna schedule, what platforms, Instagram or Facebook?

[00:31:56] Um, I do recommend farms invest time into Instagram, more so than on Facebook. Um, and that's again because of the numbers, right? So when you post something on Instagram, on average, 20% of your audience will see that post. When you post something on Facebook, about 5% or less will see organically that post you put out on Facebook.

[00:32:19] Now, Facebook groups is different story. We get better organic reach there, and that's maybe worth investing your time and energy. But I usually recommend farm starting out, keep things simple. When we're talking about social media marketing, start on, I. Okay. It's a platform that when you post something, you still get good reach.

[00:32:35] So people locally will see it. Um, and then just be intentional with your pictures and videos. The ones, since I've been doing farm stand for three years now and posting two or three times per day, each week, we feature a different small farm around the world. So I've gotten to see what my top performing content is within.

[00:32:57] The insights tab, where they see where they show you all the analytics on your content on the back end. And what I've seen is that what performs best out of all the farms I've featured and reposted, some of their content was actually pictures with people in it, cuz people want to interact with people on these social platforms and two tools.

[00:33:16] So people using tools as you've probably seen with the paper pot transplant or it's mesmerizing, you know? Right. So. All of a sudden, people are engaging with that content. They're liking it. They're what is that? They're commenting, they're sharing it. And that type of stuff is what drives more and more eyes to that piece of content.

[00:33:33] Cuz the platform goes, wow, people are spending time watching this video or consuming this content. Let's blast it out to more and more people. And all of a, it goes viral and, and viral can mean a bunch of different things to different people. But if you're used to posting something only getting 10.

[00:33:48] And a piece of content because you're in it. You're talking about the struggle that with that, that week on your farm, or maybe you're using one of those mesmerizing tools to watch all of a sudden that that might have a hundred likes or a thousand likes and the platform they kind of choose according to how much engagement velocity that piece of content has, how many eyes see it.

[00:34:08] Diego Footer: Do you think that should also be part of your sit down time is it's Hey, I'm scheduling the week that is coming. But I also need to look back at the week that was, and try and at least come up with some sort of quick snapshot of, I did three posts. This was the best one. Why do I think that was the best?

[00:34:26] And then just kind of have that, you know your own algorithm in your head, that's constantly calibrating. Okay. People are liking this type of thing.

[00:34:34] John Reinwald: Yeah. Yeah, absolutely. I think that is the biggest bang for your buck, even if it's at the end of the year, you know what I like to do, and this is kind of like a really great trick for Instagram is at the end of the year, you go back and you re highlight your top performing 20 pieces of content.

[00:34:50] You say, we're celebrating this past year one every day. You, you repost and you literally take that photo, take the caption in there and the hashtag's already in there. You repost it and it'll be well performing just like it was six months ago when you posted it. So it's one of my best weeks of the year is reposting my pop performing content at the end of the year to celebrate the last years of content, if I'm making sense there.

[00:35:16] Diego Footer: No, totally. I, yeah. I love the idea. In terms of what to post. Sure. There's a lot of great scenery and stuff happening on a farm but you know, some of that stuff, I think it's sterile after a, while you, you flip through a lot of farm feeds and you know, there's a pasture, there's a sunset.

[00:35:33] Oh, look at your farm with the sun coming up. It's kind of like, I've seen that a thousand times before. Unless I'm super engaged in that one farm story, it's, it's just noise on the platform these days, because it blends in so much. How do you think you stand out in terms of, of what you're posting, you mentioned interesting processes tools, you mentioned having people in it. How do you keep this as exciting? Cuz it, I a big part. Posting is make sure you're posting something that people actually want to interact with versus just something.

[00:36:10] John Reinwald: Something. Yeah. So is that balance between quality content and quantity of content? Right. And I think a lot of small businesses and farms get bogged down and, oh, this isn't quality enough, you know the sun wasn't just right.

[00:36:24] Or the, this fruit's got a bad spot on it or, you know so they, they over. And then they would wind up not posting and they felt they feel defeated. And especially if you're following farms that have been doing this for a while and maybe are leaders in the world of social media marketing for their farm, maybe they're even influencers paid influencers to post, so it can get intimidating.

[00:36:45] And I would recommend maybe even just unfollowing those intimidating. Farms or accounts. Um, and just focusing on, you're getting your content out to your local audience and your local audience. Isn't used to seeing what the inside of greenhouses look like. You know, so it is unique to your local audience when you post these things and if it becomes intimidating and slows you down, then again, if you're being held back by quality, Just think of it as a numbers game in digital marketing, we look at the numbers and it's all about the numbers.

[00:37:17] So quantity becomes more important than quality. I would rather farmers post 10. Okay. Moderate photos per week than one great one. And then it doesn't perform well. Right? So that's the waste of energy and time and confidence in what you're doing. So quantity becomes more important. That's how you learn, what is.

[00:37:39] Viral. And what's not right, because who are you to actually judge? What is quality? Right? You put it out on these platforms and the platforms and the people engaging with it, decide if that's quality or not. And then you learn from them. Right? Right.

[00:37:53] Diego Footer: So in, in a lot of ways, Instagram, it can be a vanity channel, right? Like I have this big following. I'm getting this many likes. As a business, you could say, say who, who cares? So what mm-hmm does it lead to sales at the end of the day? What would be your best strategy for people to utilize the platform, to drive conversion sales? Because at the end of the day, that's all that matters.

[00:38:24] It doesn't matter about any sort of engagement or followers or nothing. If they're all fake followers. People that don't live near you and don't buy from you. You might as well not have 'em. So what, what's your number one tip for trying to get conversions from Instagram to go somewhere else, either sign up for an email list or go purchase something from an online store?

[00:38:44] John Reinwald: Right. Cuz you'd, you'd rather have 5,000 hyperlocal, hyper engaged followers than 50,000 national or international lowly. Not very engaged followers. Right. So how do you, how do you find those people? Um, So just to backtrack a little, the larger you're following is it's, it is superficial and the larger it is, it actually does provide social proof to those other accounts.

[00:39:08] So say I'm deciding between two different farm CSAs and one's maybe got some more social proof. Um, whether that's the years you've been in the business 30 years, or it's the number of followers it's superficial, but it is something that people value, right? Just like we value the number of how many ratings five star ratings has this product had on.

[00:39:28] Amazon, right. That's all social proof. So we, we, to some degree, wanna grow our accounts to larger accounts, to have some of that social proof, but really like you were saying, what's worth your time and energy as far as local marketing for our farm. And I think following similar but different businesses in your area, or maybe businesses you want to do business.

[00:39:51] um, helps tell the algorithm, Hey, I'm hyperlocal. These are my people. This is my community. Um, when I post something and. the, the way we can post something and drive local marketing to that piece of content is put in five hyper, local hashtags, right? For your neighborhood, your city may. And the second thing beyond just posting local hashtags to your content, you can also post you can also reach out to local influencers, right?

[00:40:21] So is there a brand, a business, a personal, a brand that's out there? You could maybe offer a CSA box to, because they're the leading Facebook group, mom group in your area, right? So maybe they're the leader of that group and you, you make a deal with them. Hey, I'll give you a free family of four CSA box every week.

[00:40:46] My only ask is that maybe you post this out to your platforms locally, so we can target a local audience and drive traffic to my account. And, and create more conversions and it's super effective. One of the most effective channels I have, and I encourage my businesses that our clients of mine to, to pursue is actually influence your marketing.

[00:41:05] Right? Cause if you're waiting in line at the post office and someone says, oh, I know the, the best place to buy. Um, Bob Blas, their name, all of a sudden that person in front of you. Has influence over your life, right? Because you've now heard, oh, there's a local micro, green place. They provide great food.

[00:41:24] This person's raving about it. That's influence whether you have a hundred thousand followers in Denver or you're the next person in line. The. Influence is super important to how we interact as humans. So those are my two local marketing tips is one do local hashtags in every post. You do find out what those are.

[00:41:43] It's gonna take a little time to find out what it is and write 'em down. Maybe it's 30 local hashtags. You can find. Um, and then also maybe reach out to influencers in your area and just make a, a partnership with them that when they consume your content or receive their CSA box that they're willing to cross promote.

[00:42:04] Right. So if there's a bakery down the road that has great sourdough bread. Post it on your stories feed, post their most recent post and say, Hey, this is a great place for local bread. And you'll find that they'll, retag it on their page. And they'll say, thanks, blah, blah, blah, farm for posting this so you're, you're cross promoting and you're mixing together.

[00:42:23] You're both, you're both benefiting from that cross promotion. Right? So get hyper local, find the local businesses that. Large followings and cooperate with them. You know, whatever that looks like. Maybe you share some of their products in your farm stand, right? So there's lots of ways to go. But as far as just on social media, find your local hashtags and then maybe find it local influencers.

[00:42:47] And one more thing be shared to whenever you post something, put your local. Um, your city, your state onto that piece of content, you can actually say where you are when you're posting that piece of content. So people can go on Instagram, click Denver, Colorado. See everyone's post on Denver, Colorado, and start scrolling.

[00:43:06] Oh, there's a local bread shop down the road. Oh, there's a local farm down the road right now. All of a sudden you're getting more local people becoming followers of your account.

[00:43:16] Diego Footer: Yeah. I love the idea that no, they're really good tips. And one thing you're doing is trying to help people. You offer half hour free consulting to anybody that wants it.

[00:43:25] Where can they find out more about that? And just your business in general. And of course, follow you online with everything you're doing.

[00:43:32] John Reinwald: Yeah. So farm stand revival marketing, all one. Dot com uh, if you go there, then you can sign up for a free 30 minute consult and we'll just sit down and kind of talk about your pain points.

[00:43:44] What are you struggling with? What do you need some coaching on? And then hopefully we can set up kind of a framework because every business is unique and has their own ways that they're succeeding in marketing in ways that they may be struggling. So sitting down and having someone provide me advice is key to success.

[00:44:02] And again I, I say farms spend so much time trying to optimize crop rotations and intensity of planting that they, that they kind of spend so much time maximizing every inch of their farm, but they don't spend time maximizing their digital marketing, which is, which is an area where they can.

[00:44:23] Provide better returns on their product. They can reach larger audiences, they can grow and scale, right? So they can provide the type of future that they want for their business. Um, by just spending some of that time and attention on digital marketing

[00:44:38] Diego Footer: There you have it, John Reinwald of farm stand revival marketing. If you wanna learn more about the services that John has to offer. Check them out using the link below. And if you wanna learn more about sales and marketing, be sure to check out my new book, ready farmer one. In that book, we have a whole chapter dedicated to building and growing your Instagram presence today, more and more consumers are using sites like Instagram.

[00:45:04] To search out local businesses. If your farm doesn't have a big Instagram presence, you are missing out. Learn how to build that. Following inner book, ready, farmer one. It's available now on Amazon in Kindle and paperback. Check it out by searching. Ready, farmer one. Thanks for listening to this episode. I hope you enjoyed it, but more importantly, I hope you do something with the information in this episode to make a more profitable farm business.

[00:45:33] I'm Diego. And until next time, be nice. Be thankful and do the work.


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