From farm shop cafes and holiday lets to wedding venues and glamping pods, most diversification activities will require marketing and promotion to maximise awareness. Reaching out to your existing customers and connecting with new ones is key.
It goes without saying that times have changed, including the way in which we communicate, and social media has played a huge role in this shift. So, understanding and leveraging social platforms can help your business flourish.
If youre new to the world of social media, its a good idea to start off by taking small, simple steps. Perhaps start by launching on one platform to keep things manageable.
Think about the type of content (and imagery) that would appeal to your target customer i.e., the unique elements of your products and services, behind the scenes sneak peeks, snaps of your location or even profiling staff members.
But dont forget that social media is a two way street. When people begin to engage with your posts and ask questions, its important to acknowledge and respond in a timely manner, after all, social media is a customer service tool first and foremost.
Tips to begin your diversification promotion
NFU Mutuals Chris Walsh adds, when it comes to promoting your farm diversification, dont forget to:
- Shout about the value and quality of your product or service
- Its vital to stand out for the right reasons. A good way to do this is to be clear about why or how your product or service is unique. For example, does it have a sustainability story that will engage consumers?
- Understanding your typical customer can help ensure your marketing efforts are targeted. For instance, if youd like to sell directly to consumers, researching local events as promotion opportunities could be a good starting point. If you are targeting local businesses, offer to tailor your product or service to complement their overall style or theme
Support Available
As the UKs leading rural insurer, NFU Mutual is here to support you. To see how we can help with your diversification journey, visit nfumutual.co.uk/fgdiversification, or contact your local NFU Mutual agency office.
