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248 How to Write an Email Promo Sequence for Your Farm Signature Product

My Digital Farmer | Marketing Strategies for Farmers

Release Date: 02/07/2024

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

February 7, 2024

Do you have a signature product you're trying to get your customers to buy? 

I often ask farmers: "Where are you taking people?"

Your Answer: All roads in your business lead to ___________?

If you answered something like "CSA membership," subscription, side of beef, or some other big ticket item, then I want to introduce you to a powerful marketing asset called the "email sales sequence." 

This is a series of emails you write in advance and load up into your email provider as an automation. It "drips" out to a subscriber once a certain trigger fires (like downloading a specific lead magnet or after completing a nurture email sequence), and it PITCHES YOUR PRODUCT. I built one of these to pitch my CSA membership many years ago, and every year, I tweak it and make it better. Between this asset, my regular social media, one formal promo launch to my wait list (and a few referrals and word of mouth), I sell 400 CSA memberships a year. It's a work horse for me.

What's great about these is that you spend the time to build them ONCE, and then they keep working for you on auto-pilot behind the scenes, pulling in new customers. And even if they don't pull in customers the first time, you can re-use the same sequence once or twice a year "live" as you broadcast your email list.

I'm often asked, "But what do you talk about in them?!!" 

That's what this podcast episode is all about. I share the 6 email "topic map" you can use as a general guide when you build your own sales sequence. Use it as a framework to get started. And if you need more step by step help with building this, join my Farm Marketing School membership for a month and take the "Promotional Email Sequence" Project Build. (When you take that project, I also share my own CSA promo sequence with you so you can see the framework in action).

Be forewarned: your first attempt at writing this sequence will still feel weird. That's normal. Do it anyway. It's your fear of being sales-y coming out. Put it out into the world, see what happens, then commit to tweaking it. It will take several iterations before you feel good about it, but you have to take the first step and get something out there. I promise: the world will not end. In fact, you may find that you create a pipeline for ongoing sales in your business that takes some major time (and stress) off your plate. 

This podcast was sponsored by Local Line, the leading e-commerce platform for the local food system. Try Local Line for your farm today! Local Line is offering a free premium feature for free for one year on top of your paid subscription. Claim your discount by signing up for a Local Line account today and using the coupon code: MDF2024. Head to my special affiliate link to get started: www.mydigitalfarmer.com/localline

This podcast was sponsored by CSAWeek and the CSAInnovationNetwork -- Mark your calendars: CSA Week is February 19-25, 2024! Imagine a week dedicated to empowering farmers with the latest strategies, tools, and ideas to enhance their CSA and kickstart the CSA season.  From February 19-25, 2024, join the CSA Innovation Network in this week-long celebration dedicated to promoting CSA, supporting local agriculture, and fostering a stronger connection between farmers and their communities. Get your free CSAWeek Promotion Pack from CSAInnovationNetwork by subscribing at csainnovationnetwork.org/csa-week It includes Canva templates for social media posts, sample emails, press release, customizable CSA infographics, and even a social content calendar guide.

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.

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.

Get my Social Media post templates - Looking for ideas on the "categories" of posts you could create on your social channel? This guide will give you 20 different examples of post styles, from the "question" post, to the FAQ post, to the Lead Magnet post. Use this to break the logjam when you're racking your brain over what to talk about on social!

Find my Facebook group for farmers!

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