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Corinna Bench
CSA farmer and marketing specialist Corinna Bench from MyDigitalFarmer.com and Shared Legacy Farms brings you the My Digital Farmer podcast, revealing the best online marketing strategies you can apply to your retail farm business to help you grow your leads and sales. These days, it's not enough to just grow your product. You've got to be able to sell it too. In this podcast you'll be exposed to the fundamentals of marketing theory and practice so you can apply them to your own business.We'll cover marketing funnels, copywriting, website messaging, CSA marketing, lead generation, brand building, social media, customer retention, Facebook ads, sales pages, Facebook groups, YouTube, Instagram, email marketing, and stellar customer service. We also interview other farmers to find out what’s working (and not working) in farm marketing so you can feel more confident in your ability to convert leads, increase sales, and build a strong brand for your farm.
(Re-Broadcast) Should You Start a CSA? 10 Questions to Ask First
Get on the CSA Quickstart Course Waitlist: www.mydigitalfarmer.com/waitlist Have you ever wondered if you should add a CSA to your farm business? If so, then you definitely want to listen to this episode. I interview my husband and business partner, Kurt Bench, from Shared Legacy Farms, and together we discuss the 10 questions to think about before you jump into the CSA arena.
49:4029/12/2021
The Social Media Comparison Trap
Do you ever find yourself comparing your social media account to another farm? (Me, too). In today's episode, I talk about why this is a dangerous mind game that we must avoid, and I talk about what we should think about instead. This episode will get your mindset back on track, and remind you what to focus on with your social media marketing!
10:2822/12/2021
The 4 Qualities I Value Most in My Best Customers
If you had to put all your customers into a giant continuum, who are the ones that stand out in a good way? Who rises to the top? In today's episode, I'm sharing the 4 qualities I value the most in my customers. When I see a client manifesting one of these behaviors, I TREASURE them. Knowing the marks of your best clients can help you build systems to notice, appreciate and multiply them.
26:5015/12/2021
What's a Swipe File? (A Marketer's Secret Weapon)
What's a swipe file? Only the best way to become a better marketer! Here's a little secret: great marketers learn everything they know from other people! And the swipe file is one of our tools that helps us find our inspiration. In this podcast, I share how a swipe file works and where to find one that will BLOW YOUR MIND.
26:5608/12/2021
How I Come Up With My Weekly Email Content
Get my list of email writing prompts: www.mydigitalfarmer.com/emailtopics Ever experience writer's block when it comes time to write your weekly email? You're not alone. This is cited as one of the main reasons farmers don't write a weekly email in the first place. In today's episode, I share my method for finding the great story content that makes my emails so engaging and drives my high open rates.
38:0501/12/2021
My Interview with a CSA Customer on the Importance of Belonging
So what is it that makes a CSA member stick? Is it having a high quality product? Or is there something more? In today's episode, I let you peek in on an interview I have with one of my "ideal" CSA customers. I try to understand what drives him to be so loyal to my CSA. We unpack the meaning of community and belonging, and why managing this in a membership is so vital for success. Are you cultivating a feeling of belonging in your CSA?...
47:4624/11/2021
The Secret to Increasing Your Profits
How do you increase your profit as a business? Hint: it's NOT getting more customers. In this podcast, I share the breakthrough principle that helped our business turn the corner a few years ago and start prioritizing our profits.
34:0517/11/2021
Case Study: What a Great Sales Funnel Looks Like
In mid-October, my family and I took a weekend vacation in Hocking Hills, where we participated in a zipline canopy tour. This entire customer experience was so impressive, that I wanted to document my experience from start to finish. I share 6 different elements of their sales funnel that made an impression on me. My hope is that you can pull out some marketing insights from this story to see what a great sales funnel can look like for your farm business.
39:3410/11/2021
Are You Prioritizing Profits on Your Farm?
As a farmer, are you prioritizing profits? Or something else? I've been wanting to talk about MONEY on my podcast for a LONG time. So I invited a fellow farmer and "book-keeping expert" Shelly Oswald onto the show to talk about the unique financial issues farmers deal with as entrepreneurs. We also talk about the topic of "money mindset" and how our thoughts about money are holding us back.
55:3703/11/2021
How I Sold Out My CSA With an Early Bird Renewal Campaign
Check out my course: www.mydigitalfarmer.com/earlybird I did it. My farm sold out next year's CSA memberships in 5 days. What makes this amazing is that we didn't even get to offer it to our wait list or the public. It was all through early renewals. In this episode, I walk you through the play-by-play of our promotional launch -- the offer, the results, and some of the key take-aways that drove our success. If you're a CSA farmer who uses "early signups" you will find at least one small nugget you can apply to this year's campaign.
42:1327/10/2021
(Rebroadcast) 7 Tips for Writing Better Customer Surveys
Get my Free Worksheet of My Favorite Survey Questions: www.mydigitalfarmer.com/surveyquestions It's that time of year again... time to write your end of year customer surveys. What kinds of questions can you put in this survey that will actually be HELPFUL?.... This episode is a rebroadcast of episode 32, and its principles are just as timeless as ever. This episodes will help you make short work of this project, and get you some valuable intel about your clients.
38:0520/10/2021
Websites 101 ~ What's the difference between a homepage, a sales page, and a landing page?
Are you trying to update your website, and running into confusing terminology? Like, what's a landing page versus a regular page on your website? And how is it different than a sales page? Are they the same? In today's episode, I crack the code and explain the nuance. I also explain why you might want to have a sales page for every signature product in your product suite...
36:0713/10/2021
Why You Need to Be Getting Google Reviews
Are you asking your customers to leave you a Google Review? Why not? It's the fastest way to rank higher in Google's search results. In this episode, I continue to explore the GMB (Google My Business) listing strategy, and how collecting Google reviews should look for your SEO plan.
20:3706/10/2021
Understanding the 5 Types of Google My Business Posts
Did you know you should be creating regular posts in your GMB (Google My Business) listing? In this podcast, we talk about what the 5 types of posts are, and how they can help Google better understand WHO you are and how to share the right information with those who are searching for you.
30:5829/09/2021
What to Put In Your GMB Business Description
Have you claimed your GMB Google My Business Listing yet? If you want to show up in the top 3 Google searches, it's important that you optimize the "business description" of your listing. In this episode, I break down what topics you should include as well as some best practices to make sure you're getting seen by Google for the right things.
24:3022/09/2021
What is the Google Map Pack (And How to Show Up In It)
Is Google helping you find new customers? If not, why not? In today's episode, we talk about how to get your farm to rank higher in Google's search engine, specifically by getting your farm to list in something known as the "Google Map Pack." This top-three results listing is the gold standard of SEO, but how do you get in there?
29:0815/09/2021
The Secrets to Executing a Successful CSA Early Renewal Campaign
How do you get MORE of your current CSA members to pre-register for your CSA share next year? For the last 5 years, our farm has consistently gotten between 70 and 89% of our membership to renew early before Thanksgiving. In this episode, I talk through how we do it -- what are the secrets that underpin our success story and strategy?
52:3008/09/2021
What is the Primary Purpose of Your Website?...
What do you want your website to accomplish for you? (Do you actually know?) Although a website can have many different goals for a business, in THIS episode, I'm going to make an argument for what I think the PRIMARY purpose of a website SHOULD be. And in my experience, MOST farm websites are NOT making it a priority. Ready to hear what it is?...
21:4101/09/2021
How Many Customer Touch Points Does It Take?...
Remember that commercial with the Owl and Tootsie Roll Pops? He would ask, "How many licks does it take to get to the center of a Tootsie Roll Pop?"... Then he would start to count until he lost patience and just swallowed it whole. What if I asked YOU, "How many customer touch points does it take to get a person to turn into a customer?..." Do you know the answer to this question? And more importantly: do you have a strategy to keep those touch points happening? In this episode, we talk about the concept of customer touch points and how to get your customers to the center of your Tootsie Roll Pop!
16:2625/08/2021
Damage Control - When You Screw up A Customer Order
How often do you screw up a customer order? For us, it's about 2 times per week. I used to dread these moments. I felt like I was a failure, and it always seemed like I lost ground with my client. The reality is that mistakes are going to happen. How we respond though can make a huge difference. In this podcast, I talk about how I've been experimenting with a new damage control response that is turning those "moments of misery" into "moments of magic." Maybe making mistakes isn't so bad after all?...
27:1718/08/2021
Should You Start a CSA Farm? New SARE Resource: CSA Starts Here
Have you thought about starting a CSA, but you're not sure if you're up to it? What does it take to become a great CSA farm? Before you take the leap, what if you could get some advice from seasoned CSA farmers, to tell you what you need to commit to if you want to be successful?... In this podcast, we interview Lauren Rudersdorf and Cat Becker, collaborators of the recent North Central SARES video series called: CSA Starts Here. We talk about how this video can help future CSA farmers decide if they should venture into the CSA world. We share the 10 questions and skill sets they must master before moving forward.
01:06:3411/08/2021
How to Use a "CSA Giveaway Challenge" to Indoctrinate Your CSA Community
A few weeks ago, I launched a challenge inside my CSA's private Facebook group that was meant to create some fun and excitement. I had no idea it would end up propelling my brand identity forward so profoundly. In this episode, I audit this Challenge Experiment and show you how to indoctrinate your CSA members into your brand's "why."
43:3004/08/2021
Amplify your CSA's Impact with Facebook Groups - My Interview with Tricia Borneman
Are you looking for a way to build momentum in your CSA community? Tricia Borneman from Blooming Glen Farm shares how her new CSA Facebook group has reenergized her CSA members AND her business: "One of the top 5 best things I've ever done in my business." We talk all about how to set up your group for success and get your members learning from each other.
01:01:2528/07/2021
117 Talking about the "Why" Behind Your Business
What is your customer REALLY buying from you? What if it's more than the product itself? People don't buy the "what" -- they buy the WHY behind your business. In fact, it's the "why" that bonds them to your brand for life. In this episode, we discuss the power of the "why" in your messaging, how to find it, and what it looks like to lead with it in your marketing.
41:0521/07/2021
Filling Your CSA's Pipeline with Leads Using a Surplus Subscription
What if you could create an offer that would attract people into your CSA leads pipeline, who would convert to full time members the following year? In today's episode, I interview Victoria Rogowski who has developed a "Surplus Subscription" membership that does just that.
35:0014/07/2021
115 How to Increase Your Email Open Rate
Are you looking to raise your email open rates? In this podcast I share the simple process of how "cleaning your email list" will vastly improve your email sender reputation (and increase your open rates).
18:0407/07/2021
How to Plan a Successful Volunteer Work Day on Your Farm
Getting volunteers to come work on your farm can be a powerful way to build connections with your customers (and get stuff done!). However, too many farmers fail to follow a few key rules of volunteer engagement, and end up getting burned. In this episode, I share 7 best practices to help you organize a stellar volunteer work day on the farm.
32:1030/06/2021
Customer Onboarding: How to Do it FAST
Imagine finding out your CSA was starting WAY earlier than planned, and you had to onboard your customers in 4 days. That's exactly what happened to me this year. In this episode, I break down the ESSENTIALS of customer onboarding -- what to talk about and how.
40:4123/06/2021
How to Set Up a Market Card Style CSA with Jen Browning of Juniper Layne Farm
Have you thought of doing a "Market Card" style CSA, but weren't sure how it worked? Well today's guest is Jen Browning of Juniper Layne Farm in Portland, and she answers all the details for how to set up this kind of CSA. A gold mine of step by step information!
58:3416/06/2021
The Power of the Weekly Special - My Interview with Juliet Orezietti
Getting a new customer to buy for the first time is a critical step you must ace as a business. It's the moment when the relationship changes from "observer" to "buyer." One of the best ways to finesse this key moment in the customer journey is to build a great first offer. In today's episode, my guest Juliet Orezietti shares her strategy of "the Weekly Special" and how she uses it to build her email list and turn fence-sitters into paying customers.
29:1709/06/2021
5 Tips to Crush Instagram Stories with Kendall Ballantine
Take my free 7 Day Instagram Stories Challenge at mydigitalfarmer.com/IGStories. Are you making the most of Instagram Stories to grow your connection with your followers? Today's guest Kendall Ballantine from @MarketingforFarmers shares her expertise in all things Instagram to help you learn 5 tips to turn your IG Stories into sales.
55:1302/06/2021
CSA Farm Case Study - Interview with Ann Stone of Elmwood Stock Farm
In today's episode, I feature a case study of a CSA farm that's ALSO doing online orders, shipping, and farmer's market. Ann Stone of Elmwood Stock farm shares her marketing secrets that help her get discovered by the likes of Cook's Illustrated Magazine and Spruce Eats.
01:03:3526/05/2021
NextDoor -- How Farms Are Using It to Sell CSA Shares
Ever heard of the NextDoor app? I've been hearing farmers mention it from time to time as a GREAT way to sell their products. So I decided to investigate. In this episode, I interview Rowan Miller of RowanTree Farms, who explains how this social media app works, who it's best for, and how to use it to sell more of your products.
31:5519/05/2021
The Importance of the "Quick Win" in Your Marketing Strategy
When I first learned marketing fundamentals, I kept hearing my teachers talk about delivering a "quick win." In today's episode, we talk about what this looks like in your sales strategy, and I talk through the characteristics of a quick win in real life. By the end of this episode, you'll be able to quickly build 3-5 quick wins into your customer journey system, that will create raving fans and increase your retention.
38:2212/05/2021
106 What Should Go in Your CSA Handbook?
Writing a CSA Handbook is often an overwhelming job the first time you tackle it. This document acts as your "Users Manual' for your CSA members - the one source of truth to spell out your membership agreement and policies and procedures. But what should you write in it? Find the answers in this episode!
36:5505/05/2021
105 Ten Places to Promote Your Lead Magnet and Grow Your Email List
So you've got this great lead magnet. No what do you do with it? In this podcast, I share 10 different places you can promote that lead magnet to help you grow your email list with qualified potential clients!
27:3228/04/2021
104 Building a Partnership with a Community Supported Fishery in your CSA
Have you ever thought about partnering with a community supported fisherman in your CSA? Neither had I -- until I got a call from Aaron Sechler of Citizen Salmon Alaska. In this podcast episode, you get to be a fly on the wall, and listen in on our initial Zoom call where Aaron and I talk out the possibilities and rethink the word "local." My hope is that you might consider adding this product line and partnership to your own CSA, as we find ways to collaborate with other local-minded businesses!
01:05:0621/04/2021
103 SNAP Benefits for CSA? - Interview with Megan Larmer & Michelle Hughes
Are you looking to make your CSA more accessible for all levels of income? One of the ways to do so is to make SNAP payments possible. Today's podcast guests share a pilot program called "CSA is a SNAP" that uses a revolving fund to make SNAP payments work for farmers. A great discussion about how to make CSA more accessible to all income levels.
42:4814/04/2021
102 Seven Ways to Collect Email Addresses
Are you growing your email list? Your email list is arguably your most valuable marketing asset you own. In this podcast, I share 7 ways you can be collecting this vital contact information, so you can start increasing your customer acquisition today!
33:0607/04/2021
101 The One Page Marketing Plan with Tim Young of Small Farm Nation
Most farmers don't prioritize marketing from the start. Marketing is an afterthought -- something they think of doing at the last minute. This is often because for many of us, we're not sure what we're even supposed to be doing. All we know is that we don't have enough time to do it. Enter today's guest. Tim Young of Small Farm Nation has just released a new book for farmers called "The One Page Marketing Plan." In it, he shares his simple strategy for how to build a marketing system that works.
45:4631/03/2021
100 "Grown By" - A Farmer Owned Software Platform - Interview with Lindsey Shute
Ever heard of Lindsey Shute? The co-founder of the National Young Farmer's Coalition? Yeah, that Lindsey. Well, now she's set her sights on building another resource to help farmers: a new farmer owned software app called "Grown By." In this interview, we talk ALL about why she made it, how it helps farmers sell their product and get discovered, and why you should list your farm. Lindsey's betting that this app will become the "AirBnB" of the local farm scene, and make locally-sourced food a mainstay for more Americans.
46:4924/03/2021
99 "Good Enough" Marketing
With all the ideas you hear from this podcast and other marketing gurus, you may be feeling overwhelmed as you try to find time to build your own marketing system. You might be thinking: "There's no way I can do that!" If you're not careful, you can easily start to feel like a failure when your strategy seems insufficient or imperfect compared to what you hear "other people" doing. But what if imperfect and incomplete is "good enough?" I share with you the concept of "minimal viable marketing." Is there such a thing? How can you stop the comparison trap and find your "good enough"?
31:4417/03/2021
98 Interview with CSA Farmer Jordan MacPhee of Maple Bloom Farm
Looking for another example of a successful CSA farmer? I interview Jordan MacPhee of Maple Bloom Farm on Prince Edward Island. He shares how his farming business morphed from a CSA-focused business, to a more diversified approach over time. He also shares how he vets his add-on share vendors so that he can offer lots of products from other farm businesses to his clientele. And he shares how he grew his email list to over 2000 using Facebook ads!
01:12:4210/03/2021
97 How to Build a Referral System for your CSA
Word of mouth marketing has been called the most valuable form of marketing. It’s responsible for 19% of all purchases and influences as much as 90%. Yet today fewer than 1% of businesses have a strategy to leverage these conversations. In this podcast, we’ll share what to think about as you set up a referral system, and give you several examples of how you can build a mechanism in your business that will get people talking.
57:2303/03/2021
96 CSA Retention Best Practices with Benzi Ronen of Farmigo
If you’re like most CSA farms, you’ve added a lot of new members in the last year due to COVID. Now you might be wondering, “How do I make sure they stay?” In this episode, Benzi Ronen of Farmigo shares what he’s learned about how to keep your CSA members coming back. We also talk about his popular CSA management software tool and how it’s helping farmers with customizable shares. If you’re in the market for a new CSA management tool, you’ll want to listen to this!
01:05:3424/02/2021
95 How to Qualify Your Leads So You Can Get the Right Customers with Cole Jones of Local Line
Getting the right people into your business matters. In this episode, we interview special guest Cole Jones of Local Line who shares his best practices on how to build systems that "qualify" your leads so you don't end up with a revolving door in your business.
01:05:3417/02/2021
94 Is Harvie Right for You? Interview with Simon Huntley
One of the most common questions I hear from CSA farmers as they scale is "What CSA software system should I use?" This week, I created a podcast resource where I interview the founder of Harvie.farm -- and we talk about how this platform can help the right farmer build a strong CSA community.
39:0610/02/2021
93 Three Tips to Rock Door to Door Shipping & Delivery with Brooks Hitzfield of GrazeCart
If you're a farm looking to scale into regional or national shipping, then today's episode is for you. I've got Brooks Hitzfield from Seven Sons Farm, who has helped his little farm scale to 6 figures, by leveraging the power of online marketing, e-commerce and shipping. Brooks shares the 3 secrets to building an effective shipping and delivery system for your farm using Grazecart. He is a great example of a farm that has embraced online marketing to increase their profits.
01:25:2003/02/2021
92 Why You Need to Send Out a Weekly Email (and What to Talk About)
Writing your email list every week... ugh. Do I really have to? In this episode, I share why this system in your business is SO important. I also share 7 topic templates that will help unlock your writer's block the next time you sit down and try to think of something to say. Practice makes perfect!
48:4227/01/2021
91 My Interview with a CSA Master Farmer ~ Liz Graznak from Happy Hollow Farm
I interview CSA farmer Liz Graznak from Happy Hollow Farm in Missouri. As you listen to her interview, pay attention to the intentional experiences she gave herself before she started a CSA in earnest. All these experiences helped build her confidence that she could actually provide what she promised to her CSA members. She also shares some of her other secrets to success. This is full of GOLD. Take some notes.
58:0720/01/2021