Get the Most Out of Online Tools for Marketing Your Farm

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The following article appeared on the Good Egg Marketing website in 2013. Good Egg Marketing is a Massachusetts-based business that specializes in promoting good food and good causes. Good Egg clients are based nationally and include farms, food enterprises, small businesses, nonprofits, and consultants. Founder and “Top Egg” Myrna Greenfield works with associates in graphic design, web development, video production, and social media to create effective, affordable marketing campaigns.

Feeling overwhelmed by all the different social media networks? Wondering how to choose the best ones? You’re not alone.

Unfortunately, no single network or application will enable you to reach all of your customers. You need to employ at least a few different approaches to be effective. Although it may seem repetitive to post similar messages on your website, Facebook, Twitter, and LinkedIn, very few of your customers—if any—will see them all. In addition, you can use one channel—for example, an email newsletter—to drive traffic to your other channels, such as an article on your website or a Facebook special. While the content you post in each place can be targeted to take advantage of that channel (for example, an infographic works great on a visual medium like Facebook or your website, but might not work as well in an email message), you should try to have a consistent look, feel and language in everything you produce.

Ask your customers how they search for information online, which social networks they use regularly, and how they’d like you to communicate with them. Choose the top two or three and build your relationship with your customers on those channels. To make sure that new customers, journalists, and suppliers can find you, don’t neglect the “old” standbys, like your website or online directories.

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