Building a Web Presence for Your Farm Business: Part 1 — Websites versus Social Media

Most of us don't choose a life in farming because we love sitting at a desk in front of a computer, or because we'd rather be indoors checking email or analyzing Web traffic statistics. But it's a fact of 21st century (business) life: sooner or later, you'll have to get online! Good marketing is key to a successful farm business, and it's now easier than ever to connect with consumers via the Web and social media. 

“But my customers already know me”, you say! “My farmer's market stand is head turningly gorgeous, and I'm on first-name basis with the people who buy what I produce. Why do I need a Web presence?”

The short answer: it's your business card, and it's your story. A website gives you credibility, visibility, a way for people to find you — and a way for you to share who you are and what you do with your customers, and with the world.

First of all: what is a “Web presence,” anyway?

It can (and should) include both a website and social media (Facebook, Twitter, etc.). Your website gives you credibility, visibility, and search engine rankings — think of it as your storefront. Social media adds interaction, personality, and fun.

Wait, I have a Facebook page — isn't that enough?

Facebook is great for connecting with your customers, but it isn't a replacement for a website! It may be tempting to use “free,” quick-and-easy social media sites instead of investing time (and possibly money) in building a custom website, but as we all know, you do get what you pay for. Social sites are generally template-based, generic, and limited in flexibility; they give users very little control or ownership of their content. And — though it may be hard to believe — not everyone is on Facebook! Limiting your Web presence to social-media sources can actually limit your reach to potential customers.

However, social media does have its advantages. Customers have to make the effort to go find and visit your website, whereas Facebook, Twitter, and the like are more integrated into the daily “stream of consciousness” — your followers will see your updates without actually having to go out of their way to look, and in “real time,” as you post them. This is especially great for announcing market days, specials, and things happening right now. Just picked the first peaches of the season? Make sure your customers are the first to know, and include your favorite peach ice cream recipe! Got a truckload of kale you've just harvested? Post a photo announcing your two-for-one deal at the farmer's market today!

By contrast, a personal website gives you a “permanent” home on the Web. You own it, it will act as a hub for all the aspects of your Web presence (blog, social sites, etc.), and you have full control over the content and design. Next week, we'll talk about how to tell your story with great content, beautiful photos, and engaging social media. Stay tuned!

Continue reading: 

Part 2 — Telling Your Story

Part 3 — Let's Get Social!

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