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244 Sales Funnel Audit of Shady Brook Farm - Beef and Chicken

My Digital Farmer | Marketing Strategies for Farmers

Release Date: 12/13/2023

271 KPI: How to Calculate Your CAC (Customer Acquisition Cost) show art 271 KPI: How to Calculate Your CAC (Customer Acquisition Cost)

My Digital Farmer | Marketing Strategies for Farmers

How much do you spend to ACQUIRE a customer? This is a powerful question you should know the answer to. In this episode, we dive into one of the KPI's (key performance indicators) in your farm business, namely Customer Acquisition Cost (CAC). I explore its significance in evaluating the efficiency of your marketing strategies and the overall health of your business. We'll break down the key components that contribute to CAC, including marketing and advertising expenses, salaries, commissions, and other direct costs. Then I'll walk through my CAC for both my CSA and my online store customer....

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270 How to Calculate Your Order Minimum for Your Online Farm Store show art 270 How to Calculate Your Order Minimum for Your Online Farm Store

My Digital Farmer | Marketing Strategies for Farmers

Last week, I shared 3 ways to increase the average amount a customer spends in a transaction with you.  One of those suggestions was to create an "order minimum."  But how do you decide what that order minimum should be? Well... you look at the numbers. Which numbers? That's what this episode is all about. I share 5 key metrics you should review to help you figure out your order minimum, AND I share the formula to plug those numbers into. Your homework this week is simple: calculate what your order minimum should be, and then go set it up! Test it out for 2 weeks and see what...

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269 Top 3 Ways to Increase your Farm Store's AOV show art 269 Top 3 Ways to Increase your Farm Store's AOV

My Digital Farmer | Marketing Strategies for Farmers

July 3, 2024 Recently, I've been looking for ways to increase our weekly online store revenue in our store. I noticed that we had a LOT of 1 or 2 item purchases last year. Those are quite frankly a real drag to pack. The amount of time it takes me to print the pack slip, pack the order, pay for the bag it goes into, and hand deliver it -- begs the question, "Am I making any money on this?" I penciled out the numbers and realized I'm barely breaking even with those orders. I needed to make a certain "average order value" to make it worth it to run online sales. So I decided to raise the...

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268 Managing Your Brand's Energy show art 268 Managing Your Brand's Energy

My Digital Farmer | Marketing Strategies for Farmers

I still remember the first day of our first week of CSA this season.  It felt electric! I woke up with so much excitement. I had a big to-do list, and not enough time. But I was excited to get started. My crew was out harvesting super early that morning, and with so many different things to harvest, I had a chance to tell so many visual stories in my CSA Facebook group, on IG stories, and newsletter.  It's always exciting when we start something again, isn't it?  I could tell my customers were feeling the excitement too.. They have been looking forward to seeing us again for...

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267 How many emails do I send each week when I have multiple segments? show art 267 How many emails do I send each week when I have multiple segments?

My Digital Farmer | Marketing Strategies for Farmers

Today's episode is inspired by an email I received from a farmer and podcast subscriber. It was a question about how many emails to send each week when you have different segments of audiences? This farmer has three different "groups" of clients -- the 2024 CSA buyers, the 2023 CSA buyers who still haven't renewed, and the "cold" audience (people from previous years).  Do you write weekly emails to all of them? Is it the same one? Are all subscribers created equal? Are all subscribers as valuable? What about those folks who haven't bought my stuff in years?... Essentially Jodi wanted some...

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266 Use This Weekly Checklist to Sell More at the Farmer's Market show art 266 Use This Weekly Checklist to Sell More at the Farmer's Market

My Digital Farmer | Marketing Strategies for Farmers

This podcast is for all of you who go to farmer's markets!! Do you want to walk away from the market feeling like you did everything you could to maximize sales that day? Here's a fact: You're going to sell more at the farmer's market if you do a little bit of preparation in the sales strategy department. In this episode, I'm sharing my checklist of "things to make sure you do" before you hop into the truck and head to market. Things like: create a weekly special offer. Print this checklist out and create a workflow each week to check them off. The more of these you can do, the more revenue...

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265 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 2) show art 265 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 2)

My Digital Farmer | Marketing Strategies for Farmers

This episode is PART TWO of a series all about "ways to use coupon codes in your online store." If you have an online store, these are a great way to entice your customers to come on over and buy. I also love that i can run a report of my coupon codes and see how they performed. This gives me the ability to TAG clients who use certain coupon codes, RETARGET them, and EVALUATE how effective my offers were.  I recently heard from Local Line (my ecommerce platform) that they would adding coupon codes as a basic feature at the end of May. This compelled me to find 15 different ways I could...

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BONUS: Join My FREE Coupon Code Challenge for Farmers this June show art BONUS: Join My FREE Coupon Code Challenge for Farmers this June

My Digital Farmer | Marketing Strategies for Farmers

A few days ago, I had a spontaneous idea...  I needed to set up my coupon codes in my e-commerce store. (recently announced that they were adding coupon codes as a free feature to the platform). But I was dragging my feet to get it done. "I know!" I said.  "I'll create a challenge for farmers. That will make me do it!" And thus, the 4-Week Coupon Code Challenge was born.  The goal of this challenge is to expose you to different coupon code styles that you can use in your farm marketing, and get you to experiment with them this month as you build your offers. This is a live...

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264 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 1) show art 264 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 1)

My Digital Farmer | Marketing Strategies for Farmers

COUPON CODES!!  Are you using them? If you have an online store, these are a great way to entice your customers to come on over and buy. They're also a great way to turn prospects into buyers.  I recently heard from Local Line (my ecommerce platform) that they would adding coupon codes as a basic feature at the end of May. This made me jump for joy and throw a party. AND it made me research different ways coupon codes have been used to drive customer behavior.  There are SO many great ideas I found -- 15 to be exact! I'm eager to share the list with you. I've broken this episode...

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263 Interview with Farmhand: 101 Guide to Using SMS Texting in Your Farm Marketing Strategy show art 263 Interview with Farmhand: 101 Guide to Using SMS Texting in Your Farm Marketing Strategy

My Digital Farmer | Marketing Strategies for Farmers

May 22, 2024 Are you using SMS in your  marketing? SMS is "code" for text messaging. It stands for short message service. And in today's podcast, my guest, Ari Memar, is going to give us a basic tutorial in how we can be using texting in our farm marketing strategy. Turns out there is a LOT of money to be made when we leverage this tool, because the open rates are ridiculously high. But it can also be used for customer support and onboarding. Ari is the founder of FarmHand, a virtual assistant for small farms. And one of the tools it offers its customers is weekly texting. Ari shares how...

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More Episodes

January 10, 2024

Today we do one of my favorite things: we interview a farmer and audit their sales funnel.

In today's episode, you'll hear from Adam Henson of Shady Brook Farm. Adam joined my Accelerator program this fall to build out his email nurture sequence and sales sequence for his meat sales. As you listen, I want you to hear how simple his sales funnel is. Sometimes we think that we have to have a lot of irons in the fire, but in reality, in the early years of setting up your business sales flow, you're just layering in the main players: the website, the weekly email, the nurture sequence, the product ladder, the attraction strategy and message.

Although Adam will tell you he isn't at his finish line yet, I wanted to show you a farm that is well on its way. Listen for some of the strategies that are working well for him. Notice the importance of the buyer's journey at the point of sale, and knowing your customer's pain points. I'm sure you'll find some marketing gems in this episode!

This podcast was sponsored by: The Thriving Farmer Podcast.  In this top-rated farm podcast, you'll learn the latest tricks and strategies of successful farmers, strategize with in-depth interviews with leaders in the industry, and connect with stories of farmers just like you. In our interviews, we focus on building farms that last, on setting up systems, knowing your customers, building your team, and creating a work/family/life balance. With over 15 years of farming background, your host Michael Kilpatrick has the experience and authority to bring you practical advice, ask the hard questions, tease out the gold nuggets, and help share what it’s really like to build a profitable, sustainable farm.

Subscribe wherever you listen to your podcasts or visit: https://www.thrivingfarmerpodcast.com/

Today's Podcast Guest:

Today’s podcast guest is Adam Henson of Shady Brook Farm in Canton, NC. 

Adam is a fourth generation cattle farmer running a cow/calf operation in a grass based production model along side his wife Jada. his dad and grandmother are stake holders in the operation as land owners and in having a small interest in the cow herd. In 2012 Adam made the switch from the commodity system to a direct to consumer model offering grass fed and finished beef under their own label. Since then they have added pasture raised eggs in 2013 and pasture raised chickens in 2015. In 2022 they switched their laying hens and meat chickens to an organic/soy free feed.

They sell at a local farmer’s market on Saturdays, maintain an online store connected to their website, publish a weekly email to push customers to the online store and farmer’s market, as well as offer some small scale subscription services.

Some of the resources mentioned in this episode:

Join my free email list! https://www.mydigitalfarmer.com/subscribe I have a great "Crash Course in farm marketing" that will guide you through the marketing jungle over the course of several months. Each week, you'll get a new email with suggestions and tips to make your marketing better.

Sign up for Farm Marketing School at https://www.mydigitalfarmer.com/fms - my monthly online marketing school membership just for farmers. Farm Marketing School is an on-demand library of marketing workshops and project plans that will help you build some of the most important marketing elements in your farm business like: building a promotion calendar, auditing your sales funnel, updating your home page of your website, building your first email nurture sequence, and practicing different types of offers. These projects are designed to be completed in under 30 days, so that you slowly build your marketing system piece by piece. To see what courses are currently inside of FMS, or to try out Farm Marketing School for a month at mydigitalfarmer.com/fms  Cancel your membership anytime.