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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.
40_Six Questions to Ask Before Choosing Your Website Platform
Part of building out a new website is choosing your platform. This can often get farmers stuck in their tracks because it feels overwhelming. In this episode I go through 6 questions to consider so that you choose the right platform for you.
45:1515/01/2020
39_ Formula for a Perfect Farm Tagline
Can you describe what you do in a nutshell? That's your tagline. Don't make it complicated or fancy academic language. Keep it simple. In this training, I share the 3 parts of a great farm tagline that will help you draw in new customers.
46:5508/01/2020
38_ It's NOT about You: How to Make Your Customer the Hero of Your Marketing
Are you talking too much about yourself in your marketing? In this episode I share an a-ha moment for our farm that fundamentally pivoted how we marketed our farm. In this episode, you'll learn what this mindset shift is and how it will clarify your strategy.
40:5101/01/2020
37_How to Research Your Best Customers Using Telephone Interviews
How well do you know your customers? Using telephone interviews is a great way to do market research. In this episode, I talk you through how to identify your best customers to research using telephone interviews. The result will blow your mind.
24:0118/12/2019
36_ Are You Making These Common Website Mistakes?
Website redesign... did you just groan? Building a website message can feel overwhelming. But it's absolutely critical to finding new customers. In the episode we talk about 6 common website mistakes so you can fix them!
30:2511/12/2019
35_Why You Need to Think Like a Cave Man in Your Marketing
If you want to be effective at marketing, you'll need to learn to think and talk like a cave man. In this episode, I teach you the three questions your messaging MUST answer to keep your customer from getting confused.
24:3004/12/2019
34_How to Hack Any Farm Conference and Network Like a Boss
Today's guest is Michael Kilpatrick, host of the Thriving Farmer Podcast. Michael shares his tips for how to make the most out of a farming conference and leverage the networking opportunities at these events.
01:00:5230/11/2019
33 What are you REALLY selling in your CSA?
You are NOT selling just vegetables. As a CSA farmer, you're actually selling something a WHOLE lot more valuable. In this episode, I talk you through what that is, and why it's imperative that you change your messaging to focus on it.
18:5927/11/2019
32 My 7 Tips for Writing Better Customer Surveys
A well-written customer survey can give you valuable intel to help you better understand who your ideal customer is, how they think, and what they value. I share my tips for how to craft a great survey that will actually help you write better marketing.
37:3220/11/2019
31 My Top 10 List of Marketing Assets Your Business Should Have
Trying to figure out what kinds of stuff you should be building for your marketing strategy? In this episode, I share my list of the top 10 marketing assets I think matter most. Use this list to guide your first steps in building out your plan.
40:1213/11/2019
30_How To Surprise and Delight Your Customers
Look inside the great CSAs, and you'll likely find specific mechanisms in their business that "surprise and delight" their customers. In this episode, we talk about the power of the surprise and delight factor and how it looks in practice for your farm.
25:1306/11/2019
29 How to Turn More Customers into Bulk Buyers
Bulk buyers are my quintessential buyer. When I realized the amount of income these CSA members were generating for me, I began to ask myself: "How can I turn more of my CSA members people into this kind of buyer?" In this episode I share my framework.
38:0530/10/2019
28 Using Personal Video Emails to Close a Sale
I'm going to teach you about an awesome tool that has been helping me convert CSA leads into customers quickly... it's a video email messaging app called BombBomb. Learn how to record a video message right from Gmail and hit send. BOOM.
18:5923/10/2019
27 How to Plan a Challenge for your CSA on Facebook
Want to learn a way to keep your CSA customers deeply engaged with your farm in the off-season? In this podcast I teach you step by step how to build a "challenge" - a content strategy used in online marketing to grow your clients into raving fans.
37:3616/10/2019
24 Objections of a Potential Meat CSA Customer
If you're a beef or meat producer... this episode is for YOU. As a follow up to episode 25, I walk you through a practical example of how customer objections kept me from buying a side of beef. Get ideas for how you can overcome them.
42:5909/10/2019
25 How to Turn Customer Objections into Conversions
Something is keeping your customer prospect from buying... What is it? Do you know? Identifying your customer's "objections" or obstacles that are stalling the purchase is a key part of your marketing strategy. Learn how to ace this!
50:0502/10/2019
24 How to Build a CSA Early Bird Campaign that Converts
Do you wish more of your CSA members would renew for next year EARLIER? Do your "early bird" sign ups work? In this episode, I share my framework for how I build my early bird renewal campaign to get a LOT of my members to decide YES before Thanksgiving.
43:3925/09/2019
23_Finding Your Brand's Content Pillars
What if your social media posts were more than just cool pictures of your farm's produce or calls to shop the market? In this episode, I teach how to create "Content Pillars" that help you not only connect with your audience but promote your unique brand.
32:1518/09/2019
22_How to Build a Marketing Runway
CSA is not an impulse buy. That means we need to build a long-term strategy to get people to warm up. In this episode, I talk through the concept of "Building a Runway" to get your customer ready to buy. And I give you 10 ideas for how to do it.
27:5511/09/2019
21 How to Create a Clear Call to Action in Your Marketing
What do you want your customer to do next? As a marketer, you've got to TELL THEM. In this episode, we help you get really clear about what your next steps should be, and how to make sure your customer knows them.
43:0904/09/2019
20 How to Avoid the Dreaded Email Promotions Tab
That darn email promotions tab. Don't you hate it? What if I told you some secrets that would keep your emails from landing there? It turns out there is a science behind the spam filter. And knowing how it works can make a BIG difference in your open rates. In this episode, I share the principles you need to understand about "sender reputation," and I share 12 things you can do to increase that reputation (and keep your emails out of the promo tab).
35:3028/08/2019
19_The Sales Copywriting Formula: PASTOR
In this episode I share the P.A.S.T.O.R. method for crafting your sales message. I use this to frame my website and my promotional email campaigns. If you're stuck not knowing how to start your sales argument, start here.
41:3421/08/2019
18_Tips for Writing Better Emails
Writing email copy isn't the same as writing for your English teacher. There are different "rules" of engagement. In this episode, I share best practices for writing emails so that people will actually read them.
43:3514/08/2019
17_How to Build a Promotional Email Sequence Part 2
Email marketing is a key way to warm up your prospect and get them ready to buy. But what do you SAY in those sales emails? I answer that in part 1 of this 2 part series all about email promotional sequences (and how to write them).
46:2407/08/2019
16_How to Build an Email Sales Sequence Part 1
How do you go about building an email promotion sequence? When do they work? And what exactly do you say inside them to get people to open them and act? This is part 1 of a deep dive training to help you become better at sales emails.
35:3231/07/2019
15_ How to Sell Without Feeling Salesy
Is it hard for you to ask people to buy your product? Do you worry about coming off as "too salesy" when you develop your email sales sequence and Facebook ads? I talk about 6 mindset shifts you can make to help you get over this fear.
33:5224/07/2019
14_A Backstage Pass to My Marketing Strategy Overview
Are you curious how all the pieces of my marketing machine fit together? Sometimes it's helpful to see the "big picture." I share the different elements of my marketing strategy and how they all play off each other, so you can build your own too.
48:2417/07/2019
13_How to Create an Irresistible Bonus for Your CSA Offer
One powerful way to juice up your CSA offer is to add a "bonus." In this episode I share tips for how to find your perfect bonus to tip the scales and get someone to finally buy.
44:1210/07/2019
12 How to Build a CSA Offer that Converts
I used to think that I just had to put a few bullet points together to explain what I was selling. But an "offer" is so much more. This episode will break down the 7 elements of an offer that converts and help you get more people to say YES.
53:4803/07/2019
11_Lauren Rudersdorf: How to Write Awesome CSA Newsletters that Engage Your Members
Do you get stumped when it comes to writing your weekly CSA newsletter? Today I invite Lauren Rudersdorf from Raleigh's Hillside Farm onto the show to share her ninja newsletter writing strategies so you can maximize this important marketing asset.
58:5926/06/2019
10 How to Avoid the Curse of Knowledge in Your Marketing
Do you know TOO much about your product? Are you making assumptions about what they already know (or want to know?). In this episode, we talk about how you might be falling victim to the Curse of Knowledge and what you can do about it.
21:4819/06/2019
009 Anatomy of a Great Lead Magnet
If you're a CSA farmer, you know that not everyone is a perfect fit for your product. It takes a "special kind" of customer. So how do you find more of them? Meet the "Lead Magnet" -- a digital form of "bait" to hook new customers.
43:0812/06/2019
008 The 6 Reasons People Buy
What if I told you there were 6 very specific triggers that made someone decide to finally hit the "buy now" button? Wouldn't you want to know they were so you could engineer these triggers to fire? One of the fundamentals of marketing... get ready.
42:3205/06/2019
007 Knowing Your Customer's Pain & Problem
Why is your customer coming to YOU? Every purchase starts with a customer problem. They're looking for something, and you need to find out what it is. This is the most important piece of data you can possibly uncover as a marketer. Let's dive in!
23:4029/05/2019
006_Messaging Hierarchy: The Order of the Message Matters
When it comes to marketing, it's not just about having a bunch of helpful information packed onto your website. The order of that information matters. In this podcast, we talk about "messaging hierarchy" and how to figure out what to say WHEN.
35:4522/05/2019
005_Why You Need a Value Ladder
Do you have a ladder of products that move customers from the top of the funnel to the bottom? In this episode, I share what a value ladder is and how to build one for your farm.
45:2915/05/2019
004_The Customer Value Journey
That's right: your customers go on a predictable journey through your brand.If I told you there were 8 steps they need to take to become a brand ambassador, wouldn't you want to know what they are?...That's what this episode is all about.
46:3908/05/2019
003 Understanding Traffic and Marketing Funnels
Where are your ideal customers hanging out? You may have a great product, but if you're not putting it front of the right traffic, no one is going to buy it. The act of putting your offer in front of the right people at the right time is today's topic!
24:3225/04/2019
002_Who Is Your Ideal Customer?
Who is your target customer? Or are you trying to sell your product to everyone? In marketing, we speak our message to one person: our ideal customer avatar. In this episode, we talk about how to find this customer and what you need to know about them.
30:3325/04/2019
Why I Started the MyDigitalFarmer Podcast_001
As a farmer, it's not enough to just know how to grow your product. You also need to know how to SELL it. In this episode, I share why I started the podcast, and how in a matter of 18 months I went from clueless to confident in my farm marketing skills.
22:0428/03/2019