5 Step Marketing Funnel for Farms

Read time: 4 Minutes

Welcome to “Farm Marketing Monday”!

Today, we are talking about the 5-Step Marketing Funnel

These are the steps that your audience will go through; from their very first impression of your farm to lifelong advocate!

It is important to understand each of these steps to identify where your audience is in the journey.

Let’s get into it.

1. Awareness

The first step is awareness. This is the first impression your farm makes on new potential customers.

Think about this step as casting a wide net out to a large audience of people with similar values and philosophies and buying similar products that your existing customers purchase.

This is where you share your farm’s mission statement broadly. You want to spark curiosity but not drown your audience in too many details. You want to portray what you do and why you do it and have a “call to action” for them to show their interest.

For those who engage, by following your Instagram page, liking your post, or signing up for your newsletter, they will move on to the next step of the funnel.

2. Interest

Those who engage show interest in learning more. They are warming up to your brand. Here is your opportunity to build more trust with them and answer some common questions.

You can use many strategies here, but one that is very effective is a simple follow-up email series.

Once someone subscribes to your email newsletter, they will receive automated emails (2-3 emails over the course of a week, for example) in which you can address some of the common questions about your farm, dig deeper into the why behind what you do, and invite them to introduce themselves to you.

3. Consideration

Many studies have shown that before someone becomes a customer, you need to have 8-11 touches with them before they decide to purchase.

Keeping this in mind, you can focus less on making the sale and more on building trust, educating, entertaining, and showing transparency about how you run your farm.

At this stage, your job is to turn this interested stranger into a friend who is excited to know about your farm because of how authentic your branding and marketing are.

You have nothing to hide and want to show these engaged and interested visitors that you have their best interests in mind because you genuinely are growing and raising the best food you can.

4. Purchase / Conversion

Once you notice that your visitors are warming up by staying engaged with your brand and content, they are moving into the purchase stage of the funnel.

This is where you can ASK FOR THE SALE.

Don’t be afraid here, but don’t be too early either. Once you notice someone warming up, you can offer them a discount on their first order to help them overcome the hurdle.

Remember, we want to turn visitors into lifelong customers who will support your farm for years to come, so don’t be afraid of discounts on first orders.

This is a pivotal moment in the customer journey, as they have officially shown their trust in you!

Congratulations!

5. Retention

This is where many farms fail to focus. Once a visitor becomes a customer, you still need to continue the relationship-building process and check in with them to see how they like the products they purchased!

If done correctly, these customers will become advocates for your farm.

They will be spokespersons for your farm, sharing their experience with others, helping you build trust, and inviting more visitors into your marketing funnel!

This part of the funnel can create a positive feedback loop for your brand, so keep building those relationships with your customers.

So, What Does This Mean for My Farm?

You need to be patient and focus on what step of the funnel your audience is in.

When we start creating marketing material, we often get obsessed with the sale (for good reason). It’s exciting to make sales and find more customers because it means we are doing something right.

But often, taking the longer road of establishing trust, providing value, and building a relationship before the first sale is made will create the opportunity for a lifelong customer to blossom.

So, slow down and focus on creating content for each of these steps to ensure that you are not only selling your products but also foraging relationships that will create lifelong supporters of your farm.

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