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247 Case Study: Rudy Lane Flower Farm's Subscription Promo Campaign

My Digital Farmer | Marketing Strategies for Farmers

Release Date: 01/08/2024

262 What do I SAY to attract more farm customers? show art 262 What do I SAY to attract more farm customers?

My Digital Farmer | Marketing Strategies for Farmers

Raise your hand if you want to find more farm clients... I often hear farmers lamenting that they can't find enough customers. Maybe the people you are attracting don't live in your local area, or they DO live in your area, but they aren't buying. You have an attraction problem. If you're a new or younger farm business, this is one of the earliest challenges you will face -- growing your audience. But even as a seasoned farm, there should be a system to make sure you're pulling in new eyeballs to your brand. In marketing, one of the first "stages" of the customer journey is the attraction...

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261 Is This Thought Holding You Back in Your Farm Business? show art 261 Is This Thought Holding You Back in Your Farm Business?

My Digital Farmer | Marketing Strategies for Farmers

May 8, 2024 This week, I have two farm projects that feel like a heavy lift. And because these decisions feel hard, I'm not taking action.... (Does this sound familiar?) I feel like I need more information. I'm worried I'll make the WRONG decision that will upset clients. And finding a solution would require several hours of time that I don't have right now. I want it to be the BEST solution possible, and the current options just don't feel right. So I do nothing. Today on the show, I'm exploring something I call the "One Best Right Way" myth. This thought tells us that there is one, best,...

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260 The TLCF Marketing Formula for Farms show art 260 The TLCF Marketing Formula for Farms

My Digital Farmer | Marketing Strategies for Farmers

When I first started learning about farm marketing years ago, there was SO MUCH. I felt overwhelmed. I really wanted a framework to help me stitch it all together and give it a rhyme and a reason. Then, one of my mentors shared an acronym that I found really helpful. That acronym was: TLC. Here's what it stands for: T = Traffic L = Leads C = Conversion I later added the letter "F" for Fulfillment, because I found that this element was one of the key drivers behind customer retention. Today, I'm going to teach you this TLCF method. The goal is to build a mechanism or system in your farm...

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259 If I Only Had 2 Hours to Do Farm Marketing, What Would I Do? show art 259 If I Only Had 2 Hours to Do Farm Marketing, What Would I Do?

My Digital Farmer | Marketing Strategies for Farmers

April 24, 2024 As life would have it, I've been in a season of long-term illness this winter. These health issues have been so distracting, that I've had to pare down my farm marketing to the absolute bare bones. What's interesting is that I haven't noticed a huge difference! I'm often asked by farmers, "If I only have 2 hours of time a week for marketing, what should I be doing with it?" I feel like I can answer that now because I'M DOING IT. My circumstances forced me to decide what the most critical revenue-driving activities were for my business. I share them with you in this podcast. Keep...

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258 Auditing Your Online Store for Better Conversion show art 258 Auditing Your Online Store for Better Conversion

My Digital Farmer | Marketing Strategies for Farmers

Is your online store confusing? Last month, I was doing a one to one coaching call with one of my farmer Accelerator members. They came to me with a problem: "Help us figure out why hardly anyone is buying from the online store." They had recently received a boost in traffic to their website thanks to some free media/press. They had hoped it would translate to many new buyers and sales. Unfortunately, the conversion rate was abysmally low, and they wanted to know what was wrong. As we sat down together and reviewed their website AND store setup, I noticed a few pretty key elements that were...

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257 What is Your Farm Product's Conversion Rate? show art 257 What is Your Farm Product's Conversion Rate?

My Digital Farmer | Marketing Strategies for Farmers

Every one of your farm products has a conversion rate. The question is: do you know what it is? I used to scream and rail and raise my fists to the heavens in frustration, when I couldn't get more people to buy my CSA box. What was wrong with me? Maybe nothing... It just has a lower conversion rate. Today, I want to introduce you to the concept of the conversion rate, and I want you to start TRACKING what they are for your most popular (and signature) products. How can we get our conversion rates to go higher? This podcast was sponsored by Local Line, my preferred e-commerce platform for...

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256 Customer Onboarding Ideas for Your Farm Products show art 256 Customer Onboarding Ideas for Your Farm Products

My Digital Farmer | Marketing Strategies for Farmers

April 3, 2024 Do you have a customer retention problem? If so, I bet I know one of the major factors behind it. In this podcast, we take a deep look at the critical customer management system that should be firiing RIGHT AFTER a person buys. It's called "customer onboarding." I know. Not very sexy. But if you're missing this piece, a lot of confusion is happening for your customer as they get your product. How do I get it? What do I need to do to prepare? What do I watch out for? What do I do first? You need to be ready with answers to questions like these, to help them get results. You need...

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255 The 8 Step Farm Marketing Framework show art 255 The 8 Step Farm Marketing Framework

My Digital Farmer | Marketing Strategies for Farmers

Today it's time to review the marketing basics. When I was a volleyball coach years ago, I used to say, "We spend 80% of our time focusing on the basics." If you can't serve a ball over the net, you'll never score points. If you can't bump the serve into the air to pass to the setter, you'll never score a point. The basics matter. The same is true in farm marketing. There is a FRAMEWORK on which ALL of marketing is based, and you need to know what it is! If you don't have the basics in place, you will lose points! In today's episode, I'm going back to the basics to share with you the 8 stages...

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254 How to Market a Flower CSA - with the Dirt on Flowers Podcast show art 254 How to Market a Flower CSA - with the Dirt on Flowers Podcast

My Digital Farmer | Marketing Strategies for Farmers

How do you market a flower subscription CSA? That's the topic of today's podcast, which is actually a recording from ANOTHER show I was on last week. I was interviewed for and the episode turned out SO good that I asked if I could share the recording of the episode with MY podcast audience.  Tune in as co-hosts Shannon Allen from Bloomfield Farm and Lyndsay Biehl of Wildroot Flower Co. grill me on how to find the perfect customer avatar for a flower farm, what kind of marketing content to make to attract leads into your farm business, and how to pitch your offer so that people want to...

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253 How to Build a Spring Plant Sale Promo Campaign show art 253 How to Build a Spring Plant Sale Promo Campaign

My Digital Farmer | Marketing Strategies for Farmers

Have you ever thought about offering a Spring Plant Sale to your customers? You grow veggie startup plants for them for their garden. They pre-order them in early March, you get the revenue in the bag, and then deliver them when they're ready? This has been one of our most popular promotions and offers every year. I've gotten several requests from farmers to "show them how we do it." So this episode is a deep dive into our step by step process. How we set up the offer. What we charge. How to get a higher Average Order Value. What veggies to sell. How we promote it to get lots of buying on the...

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More Episodes

January 31, 2024

In today's episode, you're going to hear from a flower farmer who used the "early bird launch sales method" to help her presell 60% of next summer's subscriptions in just 7 days. Megan reached out to me a few weeks after her promotion campaign ended to say, "It worked!!!" (Multiple exclamation points). I use this exact same process to presell about 400 CSA vegetable shares every fall, and I usually get about 75-80% of my folks to sign on the dotted line.

I asked Megan onto the show to share her story, because I know how important it is to show you that this stuff works for other farmers! She'll share how she modified my strategy to build an irresistible offer to her clients, how she created hype and buzz, and what advice she found most helpful when she was in the thick of the launch. There's also a really good tip in here about how to capture testimonials from flower subscription clients....

This podcast was sponsored by Farm Marketing School - 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. You get to chose what you want to study and build each month. These projects are designed to be completed in under 30 days, so that you slowly build your marketing system piece by piece. Use the step by step project planner and resource folder to help you jumpstart your work.Take advantage of my new marketing crash course inside, watch my new Email Marketing Course, or take the onboarding assessment tool to help you identify where your funnel is broken and what project to do first. 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.

Interview Guest: Meet Megan Rudroff

Megan Rudroff started Rudy Lane Flower Farm in 2019 with the intention of solely growing peonies as an added enterprise on their traditional cattle and row crop farm in the heart of Missouri.  However, since peonies take a few years before they can be harvested, she planted a few hundred dahlias to cash-flow for more peony plants.  Then, throw in a world-wide pandemic and an unforeseen addiction to dahlias and now Megan grows 600 peonies, 800 dahlias, thousands of tulips and too many annuals to count that she sells primarily retail via her subscription program and farmstand.  

Though Megan is the primary flower farmer, her husband Layne, and their three daughters all play a part in the flower business.  Layne does all the equipment operation and flower deliveries, and their girls, ages 8, 6 and 3, help with planting, harvesting and, their favorite, deadheading spent blooms.  

Megan believes that growing flowers is the easy part, it’s selling those flowers that is truly the hard part.  Megan’s full-time career is in natural resource conservation… not marketing! Because of that, she credits podcasts like My Digital Farmer for helping her flower business being successful from the start.

Learn more about Rudy Lane Flower Farm

Instagram: @OnRudyLane

Facebook: www.facebook.com/RudyLaneFlowerFarm

Some of the resources mentioned in this episode:

Join my free email list! 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.

Episode 235 of the My Digital Farmer Podcast: CSA Renewal Promotion Process: Step by Step - Megan used this episode to help her build her own strategy.

Episode 120 of the My Digital Farmer Podcast: How My "CSA Giveaway Challenge" Experiment Built Some Major Brand Identity - Megan referenced this episode as inspiration for her giveaway element in her offer.

Sign up for Farm Marketing School - 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. And new content is being added every month. You get to chose what you want to study each month. I’ve taken the recordings of just the teaching sessions of each project inside of my high-end coaching program (Accelerator) and made them available to everyone. These projects are designed to be completed in under 30 days, so that you slowly build your marketing system piece by piece. Use the step by step project planner and resource folder to help you jumpstart your work.Take advantage of my new marketing crash course inside, watch my new Email Marketing Course, or take the onboarding assessment tool to help you identify where your funnel is broken and what project to do first. 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.

Follow me on Instagram for a daily IG story tip on marketing! @mydigitalfarmer