“I’m sure that when you started farming, you were really excited to also become social media managers, right?” Erika Tebbens opened her joint marketing session at the 2024 Great Lakes Expo to laughs around the room.

Tebbens is the director of impact for Taste the Local Difference, a local food marketing agency specializing in effective strategies for agriculture, food and beverage producers. She brings 20 years of business acumen to the table, spending time as the market manager for a year-round vegetable farm and later running her own micro farm and apiary.

Many find themselves social media marketing for their business even though it might not be “what they signed up for,” but it has become paramount for industry success in an evolving digital world. A competitive social media presence is achievable and sustainable, even for the uninitiated. The approach just requires some reframing.

Understanding your business niche forms the bedrock. What is your farm’s unique story? How is it informed by your values, your geographical location, your community involvement?

Specificity is valuable. Tebbens used the example of an apple orchard: “I sell apples and other seasonal apple-based products to X demographic” says more than “I sell apples.”

It can be helpful to evaluate competitors’ online presences, though any brands will serve for comparison. What are you doing that they are not? What needs are they filling? How can you fill a different need?

Now that you’ve started to identify your brand niche, it’s important to craft a “bio.” The space should be utilized well. “[It’s] free real estate. It’s free advertising,” Tebbens noted.

Social media users are likely to click away and not engage with pages with incomplete or incoherent bios. “Keep it simple – who you are (brand identity and values – ‘We are a female-owned business’), what you do (specialized focus) and how you do it.”

The bio should include a link. Social media users should be redirected to your website, another point of sale or additional information on how to visit your brick-and-mortar location. While there are several resources available to streamline this process, Tebbens mentioned Linktree (linktr.ee). Boasting over 50 million users, Linktree’s website promises “one link to help you share everything you create, curate and sell…”

For example, clicking a Linktree link in your business’s Instagram bio will redirect a user to a menu where they can select from multiple links, accessing different aspects of your business – “Shop the Farm Store,” “2025 U-Pick Schedule,” etc.

The question of content creation is where things can become challenging. The primary focus, Tebbens reiterated, is to focus on documenting your normal work flow. Special promotions may require additional efforts but the key to success (and not becoming overwhelmed) is to share your regular processes around the business.

“Going back to your brand story, thinking about those differentiators [what sets your business apart] … You can use those factors to inform your client,” she said. Your ideal client is going to be drawn to this type of content, based on the structure of their algorithm.

Erika Tebbens, director of impact for Taste the Local Difference, led a session on social media marketing. Taste the Local Difference is a Michigan-based local food marketing agency specializing in effective strategies for agriculture, food and beverage producers. Photo by Andy Haman

You can talk about ways to use your products. You can show behind-the-scenes content such as planting, harvesting and processing. A peek “behind the curtain” helps your virtual community feel included and creates familiarity and trust. Whatever you choose to post, be sure to keep all messaging consistent with your brand.

Tebbens reminded producers that being on camera has a humanizing factor. Perhaps you have an employee that is comfortable being in front of the camera if you are not. “People buy from people,” she said.

There is often a sense of community and connection when you’re buying from a smaller, more localized brand and you’re able to put a face (or faces) to that brand name as a customer.

Taking advantage of slow periods to “batch content” is helpful as well when it comes to time investment. You can have material professionally shot, but Tebbens noted the power of the smartphone. Most have the power of a small photography studio in their pocket. Stockpile photos and video throughout the season and then you will be better prepared when content needs arise.

Roughly 20% of your content should include sales-related posts, according to Tebbens. It might feel a little odd, but it’s important. “Not everyone knows what the exact mechanism of purchasing our products involves. They don’t know we sell every Saturday at the farmers market. They don’t know where to access our e-commerce platforms,” she said.

Creative approaches will be more successful. She noted an example of a farmers market sharing a recipe video with plugs for each ingredient and where to find each ingredient at the market. Approaches like that catch buyers’ attention: “Oh, I didn’t even realize that eggplant is in season. I’m going to go Saturday, pick up some eggplant and make my favorite dish.”

One mistake businesses make is treating their social media like a checked box vs. an ongoing relationship. The endgame of a social media presence is sharing your story to build a loyal brand following. The conversation around algorithms and hashtags will always be evolving. Instead of stressing about getting it “perfect,” peel back the trappings and reframe the conversation around building virtual community.

The more a business owner focuses on building relationships in this sphere of operation, it changes the entire dynamic around social media. It requires intentionality, but it makes the entire process more accessible.

As you’re posting, encourage interactions. Share memorable anecdotes and stories from life on the farm. Ask questions. Encourage your customers to do the same. Have them share their favorite variety of what you grow. Have them share their favorite memory of your farm or business or a recipe they create with produce or product from your farm.

Respond to all comments and messages as you can. Let your community members feel seen and their input valued.

Helpful resource offerings can be found at localfoodmarketing.com.

by Andy Haman