Phil wanted to grow his business by fostering relationships directly with farmers and agribusinesses, in turn helping them to grow their own businesses.
Ideal customers
Targeting the right audience
Phil identified that the people he wanted to work with were businesses that supply goods and services to farmers, the farmers themselves that wish to grow their businesses, the value chains that transport and transform the food and fibre of agricultural production and the businesses that sell/market the finished value-added products.
The Challenge
Cracking a tough market
Farmers are some of the most authentic and down-to-earth people out there, so if you want to build a relationship with them you need to be real and relatable. Our challenge was sharing Phil’s knowledge with his ideal customers in a way that resonated with them and fostered trust. This meant a shift from a more formal academic tone to no BS messaging that showed exactly how he could help their businesses.
Our Approach
Selling through storytelling
We crafted a content strategy and visual identity that celebrated agribusinesses and shared Phil’s knowledge through the power of a good yarn. Real stories and case studies are supported by images of Phil in the types of businesses he works with – farms and agribusinesses. Educational content from Phil’s extensive research and academic background is broken down into actionable steps and practical examples.
The Impact
Building a following
Just 6 weeks into regular social media posting we’re already starting to see results. Most social media marketing experts agree that a good engagement rate is between 1% to 5%. Phil’s engagement is currently sitting at more than 15% and while we do expect this to decrease as his follower count increases, we are excited to see that the content we’re producing is resonating.
