Renzinnia Farms: Process and Analytics

Since the beginning of my role at RF, the owners expressed their goals for the season's end: hosting the farm's first event and expanding sales beyond CSA, which was their primary income source. Regarding their visual social media brand, inspirations included @farmluxe and @floretflower, among others. It was important to me to understand their brand aspirations through those they followed. Conversations and their vision emphasized a friendly Instagram approach, encouraging customers to bounce from Instagram to the farm’s website. As the farm entered its third year, aiming for growth beyond CSA sales into a new era of events and on-property experiences, reels emerged as an ideal means to convey an inviting and authentic feel to future customers and current followers.

While the local farm culture also embraced social media marketing, my top priority, along with the owners, was crafting content distinct from the local norm. Our focus was on video content showcasing an authentic view of a working farm, fostering a friendly approach rather than overtly selling in every post.

Throughout this process, I noticed that a significant portion of engagement came from stories. Users were more likely to interact with posts originating from our stories, fostering a trusted rapport with our followers and potential customers. Reels garnered increased engagement from non-followers, particularly when I incorporated trending audios. While hashtags were useful in photo posts, they didn't hold the same weight as using key words.

Paid ads proved incredibly effective for short durations but were not suitable for every post. I strategically employed paid ads on posts featuring clear and concise infographics, with detailed captions and a call to action. Anything deviating from this formula had challenges in terms of reach and adhering to the marketing budget.

In essence, my role at Renzinnia Farms encouraged a personalized approach with every client. It was a privilege to be entrusted with their brand as a small, locally-owned business entering its third year. I had the flexibility to implement my organic ideas alongside theirs and the freedom to experiment with their marketing. My goal was to propel their brand beyond previous achievements, and the insights indicate success. Over three months, I elevated our Instagram reach by 3,127%, saw a 170% increase in engaged accounts, and gained a 56.8% growth in total followers. Email marketing contributed to 38% of sales, while social media accounted for 62%. The data suggests an estimated 352% increase in sales from June to September.

Below, you'll find snapshots of my weekly schedule and posting calendar, offering a glimpse into my process!