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Internet
As Internet sales continue to grow, creative farmers are jumping
on board. The convenience of Web shopping appeals to today’s
busy consumers looking for unique products. The good news: You don’t
need to be a copywriter or a computer expert to tap into millions
of potential buyers, although maintaining a successful Website can
be challenging and time-consuming. Website design services have
gotten more affordable in recent years, so contracting this out
may make sense.
Even if you don’t plan to sell your products over the Internet
or via mail order, hosting a Website describing your farm, your
location, hours, seasonal availability and other information makes
good business sense. More and more people use the Internet as an
all-purpose research tool in place of phone directories, maps and
guidebooks.
A Website is also a terrific place to tell your story, a tried-and-true
marketing strategy. Have a friend or relative with a knack for photography
– or a local art student or newspaper photographer -- capture
images of you, your family, key employees, your products, and a
scenic view of your farm or ranch. Include a short “about
us” section describing your farm’s history, goals and
values. Remember that reporters and researchers rely on the Internet
too! Having an accessible, easy-to-navigate Website can multiply
your promotional opportunities later.
Maryland farmers Robin and Mark Way developed a Website as part
of a multifaceted “branding” campaign for their diversified,
pasture-based livestock operation, Rumbleway Farm. Along with the
Website, Robin Way made business cards, brochures, T-shirts, and
an attention-getting farm sign, all featuring the farm’s signature
yellow chicken outlined in green. Way even created her own farm
“blog,” a software tool that lets you post regular entries
in a journal-type format to share news, recipes, or other ideas.
Way asserts the Website and other measures have had a huge impact
on business.
Marketing cooperatives can offer a broader range of retail products
on a single Website, increasing traffic while saving on the cost
of Website design and maintenance. Appalachian Spring Cooperative
(see p. 15) tried other marketing avenues, but found the Internet
among their most effective channels.
Participating in online information gateways can result in extra
business. Nationally, localharvest.org lists close to 10,000 venues
where farmers and ranchers sell their products. The Maryland Extension
Service, with help from a SARE grant, expanded an Internet-based
sheep and goat marketing project begun in the Northeast to include
the mid-Atlantic states. The new Website, www.sheepgoatmarketing.info,
includes producer and processor directories as well as other resources
such as a calendar of relevant religious holidays.
The Website “helps me put buyers and sellers in contact,”
says project leader Susan Schoenian, who hopes to add nationwide
listings. “All of the producers I come into contact with credit
the site with helping them to sell breeding stock and meat animals.”
Many state departments of agriculture now maintain online directories
of organic farms, pick-your-own farms and farm stands. Make sure
your farm is included on these, and if possible, feature your Web
address in your listing. Having links to your Website appear on
other sites will improve your ranking among results returned by
Internet search engines.
You can also drive traffic to your Website by gathering customers’
e-mail addresses and then sending weekly or monthly e-mail announcements
to advertise new products, special events or seasonal offerings.
Now that Internet marketing has proliferated, online competition
for consumers’ attention is fierce. Attracting buyers can
be difficult when hundreds of other farmers offer similar products
in catalogs or Websites. To stay in the game, you need to maintain
a good Website. If it’s not current, a customer will zip away
with a click of the mouse.
If you’re interested in investigating the potential of mail
or Internet marketing, keep in mind:
 When
it comes to effective design, less can be more. Resist the temptation
to overload your Website with flashing banners and fancy fonts.
Once
you have a great Website, you still have to attract users. Strive
to get a good ranking on search engines like Google by driving
people to your site from online links and e-mail alerts. Good
Web designers know how to improve your ranking by using keywords.
Having a distinctive farm name can also be a plus.
List
your Web address and other information in online directories that
strive to connect farmers and consumers, such as localharvest.org,
eatwellguide.org and eatwild.com. Most of these sites are eager
for new listings and will allow to you to create a customized
entry free of charge.
Update
your Website often with your latest product information and news
about the farm.
Make
sure the site is secure for credit-card users, and provide regular
and toll-free numbers for customers who prefer to use the phone.
Find
reliable and cost-effective shippers who will deliver products
on time in good condition.
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Featured farm/ranch websites:
Appalachian
Spring Coop, www.apspringcoop.com
Buffalo
Groves, Inc., www.buffalogroves.com
Chico
Basin Ranch, www.chicobasinranch.com
Full
Belly Farm, www.fullbellyfarm.com
Persimmon
Hill Farm, www.persimmonhill.com
Rumbleway
Farm, www.rumblewayfarm.com
Texas
Organic Cotton Marketing Cooperative, www.organicessentials.com
Walters’
Pumpkin Patch, www.walterspumpkinpatch.com
Wholesome
Harvest, www.wholesomeharvest.com
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