Learn how to increase visibility and create awareness about your products and services.
This week's episode is a hot seat coaching session with Clarissa from Setting D Ranch. Her and her husband Dan are third generation ranchers selling whole hogs and cows. They recently added individual cuts and shipping to their business.
Clarissa's challenge is how to create awareness about the new part of their business and generate new customers.
Key Marketing Strategies we discuss:
- Identifying a target audience
- Creating partnerships with other local vendors to cross promote each other
- Adding long form content such as recipes, shopping lists, or videos to Setting D Ranch's content schedule
- Creating seasonal content for Pinterest that links back to the website where they can cross-sell accompanying cuts and boxes.
- Using email to capture more repeat business
Deep dive into strategies:
- Target Audience: while food seems like it's for everyone (because it is), identifying who's making the decision to purchase and following through on the purchase can help you identify people like them. Once you've identified who has the purchase power, you can create content for the channels where they can find you. We determined that women, and moms specifically, might be a good target audience. Another target audience might be meat eaters who are looking for healthier or more eco-friendly purchasing options.
- Setting D Ranch already has existing partnerships with a local farmer's market and many of the vendors. One way to capture more business is to cross-promote the other vendors she partners with by creating a guide about how to shop for all of your weekly meals at the farmer's market complete with a grocery list and recipes to make it easy. This content translates easily over to Pinterest where recipes are one of the top types of content.
- Because we could be targeting moms, creating recipes and content that explains how purchasing whole hogs and cows can make meal prep easier would be a great starting point. Creating recipes or videos showing how to prepare the meat could also be valuable content to attract new customers.
- Following up on Pinterest, my favorite platform for small businesses because it can drive traffic back to your website and doesn't require you to have a lot of followers to have good reach, creating seasonal content for summer BBQ's or winter months that refers people to the pre-cut shipped boxes on the website could bring in additional customers.
- Finally, using email to encourage repeat customers is a smart, cost effective use of that data you already have. It's easier to create repeat spenders than it is to create new customers. Just make sure that you have them properly opting in to your promotional emails so you don't accidentally get marked as spammed or put on Google's blacklist, rendering your emails useless.
Interested in purchasing from Setting D. Ranch? Check them out.
Music: Tuesday by Sascha Ende, Music.io
