Slide 1
Communication Tools to Build Relationships
Beth OsmundCedar Valley Sustainable Farm1Introduction
Like many start up farms CVSF is a more than just an
agricultural enterprise. It is a multifaceted small business, run
by just a few people who do a huge variety of jobs in every day,
week, month. Im here today to talk to you about relationship
management through effective communication, a key part of farm like
our that makes its living from direct sales.2
More and more farmers are turning to direct marketing to make a
good living off of a small scale farm. To do that we must engage
our customers. More and more consumers are seeking out farms
because a connection to their food is important to them. They want
to engage in a relationship with their farmer. 3
My goal with the various tools that I use is to make our
customers feel that they are indeed welcome At the Farm Table.
Social media isnt so much a sales tool for us as a community
builder. 4The ToolboxNewsletterElectronic post cardsEmailFacebookAt
The Farm Table (Blog)TwitterPinterestInstagram
At CVSF I use a variety of ways to build relationships with our
customers. B/c I only get to see most of them once a month, for a
very brief encounter, electronic communications are a very
important part of my strategy.5Email Marketing Service
1204 contacts ~50% open rate on newsletter>75% open rate on
reminder emails6
Monthly NewsletterUse a template to speed up creationAlways
include a link back to websiteCarefully use content from other
sourcesUse consistent brandingLink to longer articles
7Postcards
8Personal EmailRespond promptlyUtilize canned responsesbccOne
rather than many
Respond to incoming emails when they are first read (at most
within 1 day)Utilize canned responsesWhen sending to multiple
customers use bccEmails sent to a single recipient at a time get
better response than group sends
9Personal EmailUsed for customer specific communicationsRenewal
remindersThank you notes
Respond to incoming emails when they are first read (at most
within 1 day)Utilize canned responsesWhen sending to multiple
customers use bccEmails sent to a single recipient at a time get
better response than group sends
10Facebook1200 + likes on our farms pageChanges in the fb
algorithm have had a huge effect on page views
11
BlogEstablish a regular scheduleLink from newsletterEncourage
social sharesInvite comments
12TwitterSend messages to specific peopleCommunicate with people
you dont knowUse #hashtags to join a conversation
My husband uses Twitter really effectively. Tweeting @MonicaEng
he was able to arrange an interview on Chicago public radio to
promote a CSA coalition event hed planned that aired the morning of
the event.13PinterestVisual with linksRecipesLife on the farm
14InstagramTwitter for pictures
Others can share pictures using #hashtags
15Getting It All DoneHoot SuiteSpreadsheet
16Lets Connect!Facebook cedarvalleysustainablePinterest
cedarvalleyfarmTwitter @CedarValleyFarmInstagram CDRvalleyfarmEmail
[email protected]
17True wealth is an interconnected web of mutually beneficial
relationships.18
