A Farmer’s Guide to Building Brand Awareness and Loyalty

As an Independent Farmer, you work to provide the highest quality products to your Buyers. But even the best products need a strategy to move off the shelf. By applying just a few marketing strategies that feed on  Buyer expectations (aka marketing psychology), your Farm can stay ‘top-of-mind’ with your Buyers, increase loyalty and keep your inventory selling out.

Start Giving - Build Your Farm’s Goodwill

Buyers are more likely to be loyal to your Farm when they feel they are receiving something in return. Giving builds goodwill and fosters your relationships, encouraging the Buyer to purchase more of your Farm’s products. Offering exclusive discounts and early access to products to loyal Buyers are key ways to market more value to your customers. Successful Farmers using Barn2Door often offer custom incentives such as seasonal products, exclusive events, free delivery or loyalty program codes.

Examples

• New Buyer: “New to our farm? Get 10% off your first order”

• Subscription: “Free Delivery to your doorstep with every Meat Box Subscription”

• Upfront Purchase: “Upfront CSA orders get first access to Farm-to-Table dinners”

People Trust People - Make Your Farm Credible  

Trust can grow a Buyer’s appreciation for your Farm and foster an emotional connection. Buyers who feel an emotional connection to your Farm are more likely to not only become a repeat customer, but also refer other potential customers. A tactic successful Farmers utilize is consistently posting videos to social media channels, sharing behind-the-scenes content on the Farm. This helps to build a story for your audience to relate to, providing an inside glimpse of ‘farm-life’ to create your Farm’s “social proof”. 

Adding social proof from your social channels boosts your Farm’s credibility, reinforcing the Buyer’s perception that they can trust buying from your Farm. Showcasing your farm practices or positive reviews on your website and in newsletters from your most loyal Buyers builds credibility and trust. A strong Farm brand image will make people assume your products are higher quality, which increases their desire to order from you.

Examples

• Farm Practices: “Pastured Chickens taste better. Watch this 30-sec video to see why”

• Reviews: “Families love our fresh Farm items - See their 5 star reviews and photos before your next order!”

Do you Hate Losing? - The Fear of Missing Out 

Every Buyer wants to feel they are special - this can be reinforced with limited access to your Farm products and events. Establishing a sense of urgency based on the fear of missing out (FOMO) will influence your Buyers’ decision to purchase immediately. 

Quantity: Advertising low stock or limited-run items in your Farm’s inventory motivates immediate purchases and increases average order size.

Time: Utilizing “limited time” sales with your Farm’s products will drive a sense of urgency to the Buyer.

Farmers using Barn2Door can drive FOMO by utilizing the exclusive storefront items feature to offer special access to coveted Farm products (“Unlock Access”), such as the most desirable steak cuts, only for the most loyal return customers. Creating ways for the Buyer to feel like they may “lose out” on an offering will naturally boost their desire to make a purchase.

Examples

• Limited Quantity: “End-of-season sale: Enjoy 20% off all remaining inventory while quantities last. Stock up before it’s gone!”

• Limited Time: “Pre-order your Beef and Pork before [Date] to secure the best price ahead of next Season.”

The Rule of 7 - Once you See It, your Brand is Everywhere

On average, Buyers engage with a brand at least 7 times before they feel confident to make a purchase. The more established your brand is in the Buyer’s mind, the more likely they are to think about purchasing your products on a routine basis (weekly, bi-weekly or monthly). Successful Farmers offer multiple ways for customers to buy your products to increase points of engagement and attract new buyers on every channel. 

This includes selling through your digital channels (website, social media platforms, email newsletters), and in-person channels (attending farmers markets, local events, pop-ups) and any other avenues that will improve your Farm brand visibility in your local community. Whichever channels you use, ensure your messaging is clear, consistent, and easily accessible for Buyers.

Examples

• Digital: “Buy from our Farm anytime, anywhere — from your mobile phone, laptop, social media or join our email list to get access to product updates every week.”

• In-Person: “To shake hands and sample our products in person, visit us at the [Name] Farmer’s Market every Saturday morning, or in the [Name] Church Parking Lot at 12:00pm every Sunday!”

First get the “small YES” - Less is More 

It’s important to not overwhelm your Buyer. Getting them to commit to small things over time will build the Buyer's likelihood to make a bigger commitment later. Utilizing small requests, such as email sign ups, can be helpful to grow the initial sense of commitment. When a Buyer agrees to a lot of small asks, they feel invested in the process, becoming more agreeable to larger call-to-actions. Then customers will be more inclined to invest in the long-haul.

Examples

• Small Yes - Collect their Email: Newsletter sign ups create a sense of investment in your brand, where you can educate first-time Newsletter subscribers with a targeted campaign - sharing your Farm story, your practices and increasing the likelihood the Buyer makes a purchase (later). 

• Get The First Purchase: Get the next yes with an initial one-time-purchase of your products after you’ve built some rapport via an email newsletter campaign. In your email campaign, make recommendations (e.g. a Dozen Eggs, or a Small Sample Grill Box). Offer a first-time promo code (e.g. 10% off to sweeten the offer).

Make your Farm Brand Pop! - Increase your chance to be Noticed

Using strong visuals increases your brand memorability and is easier for buyers to recognize and recall. Leverage high-quality imagery on your website and emails to capture attention, and include emojis in your marketing emails’ subject lines to make them stand out. 

Similarly, all of your Farm packaging should be branded (e.g. Tape or a Stamp for boxes and bags), or consider reusable Farm Tote Bags with your branding and QR code on the exterior. The same is true of your Farm vehicles - a simple self-adhesive sticker or magnet placard on the side of your truck, van or trailer is always-on marketing for every passerby. Always include a QR code to attract more prospective customers.

On average, Buyers remember images more easily than text, so your Farm Brand visuals should clearly support the message you want to convey (invest in a great Farm Logo). Each visual should be intentional and directly related to the context so it reinforces your brand and increases the chance your farm will be remembered.

Examples

• Newsletters (Digital): Your email header should be branded. When sending emails and newsletters - keep your paragraphs short - around 3 sentences. Include a “Shop” or “Order” button in the first third of your newsletter (visible above the fold). Break up the text with Farm pictures to create interest, improve the readability and memorability of your message.

• Farm Vehicle (In Real Life): When driving around town and conducting affairs, your Farm Vehicle is visible to every passerby. Get a self-adhesive sticker for your vehicle that goes on each door and on the back of your vehicle - including a QR code. You’ll be surprised at the number of ad-hoc customers who will discover your Farm this way. And, keep your Farm vehicle(s) presentable when in town (spray off the mud!).

Conclusion:  Implement simple Brand marketing strategies to attract more Buyers

Start by building your Farm’s credibility and creating a sense of urgency to purchase your products. Then leverage your online and in-person channels with strong visuals and encourage small commitments from Buyers. Embrace using digital tools, and engage in sharing more of your Farm’s story through digital and in-person platforms. With a proactive use of just a few simple marketing tactics that capitalize on Buyer psychology, your Farm can make more money and look like a pro.

Barn2Door offers software for Independent Farmers to create and promote their brand, sell online and in-person, and save time managing their business. If you’re curious to learn more, watch this 5-minute video.