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Farm Your Audience: Your Most Valuable Marketing Asset
Blog / Marketing / Nov 9, 2023 / Posted by John Hinson / 36

Farm Your Audience: Your Most Valuable Marketing Asset

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Your audience is your most valuable marketing asset. They are the people who are already interested in what you have to offer, and they are the most likely to convert into customers. That’s why it’s so important to nurture your audience and stay in touch with them.

In today’s digital age, many businesses have neglected the power of word-of-mouth marketing and the value of their existing network of clients, past clients, referral partners, family, friends, leads, and lost prospects. They’re too busy chasing new leads that they’re forgetting to take care of the ones they already have.

That’s where farming comes in. Hunting is the cold lead generation, while farming is cultivating what you already have. It’s about staying in touch with your audience on a regular basis and providing them with valuable content and resources.

Farming is a long game and a momentum game. It’s not about getting rich quick. It’s about building relationships and trust over time. But when you do it right, it can be incredibly effective.

Here are a few tips for farming your audience:

  • Create a content loop. This is a perpetual loop of consistently staying in touch with your audience through valuable content, social media, and a robust website. Start by making a blog and hiring content writing services to create new, informative, and engaging blog posts regularly.¬†Share your blog posts on social media, and make sure your website is up-to-date and easy to navigate.
  • Provide value. The key to farming is to provide value to your audience. This means giving them something that they actually want or need. It could be informative articles, helpful tips, or exclusive offers.
  • Be consistent. Farming is a long game, so it’s important to be consistent. Stay in touch with your audience on a regular basis, even if it’s just to say hello.
  • Don’t rely on AI-generated content. AI-generated content can be tempting, but it’s important to resist the urge. AI-generated content can often sound robotic and may not rank well on search engines. Instead, focus on writing high-quality content that is relevant to your target audience.

Here is a story about a client who met someone on a plane and added them to their email newsletter. Three years later, that person reached out to the client to start a business, resulting in extra revenue. This is just one example of how farming can pay off in the long run.

It is important to note that farming is not about selling to your audience every time you communicate with them. It is about building relationships and trust. When you focus on providing value, your audience will be more likely to see you as a trusted advisor and not just a salesperson.

Another important aspect of farming is differentiation. What sets you apart from your competition? What unique value do you offer your audience? Once you know what makes you different, you can start to position yourself as the go-to expert in your field.

Social media is a powerful tool for farming your audience. It allows you to reach a specific audience and control your message. You can use social media to share your content, build relationships, and provide value to your audience.

The key to farming with social media is to focus on specific value. What can you offer your audience that they can’t get anywhere else? This could be exclusive content, helpful tips, or behind-the-scenes insights.

It is also important to be consistent with your social media presence. Post regularly and interact with your audience. The more you engage with your audience, the more likely they are to remember you and trust you.

Farming is a long game, but it’s a game worth playing. When you nurture your audience and provide value to them, you’ll be more likely to generate more referrals and repeat business.

Here are a few additional tips for farming your audience:

  • Segment your audience. Not all of your audience members are created equal. Some will be more interested in certain types of content than others. Segment your audience so that you can send them the most relevant content possible.
  • Use personalization. People are more likely to engage with content that is personalized to them. Use personalization in your email newsletters, social media posts, and website content.
  • Track your results. It’s important to track the results of your farming efforts so that you can see what’s working and what’s not. Use analytics tools to track website traffic, email open rates, and social media engagement.

By following these tips, you can start to farm your audience and build a loyal customer base.

About Author

John Hinson is the Editorial Director for Spotlight Branding, a content marketing company that specializes in helping solo/small firms generate more referrals and stay top-of-mind with their audience. He has spent nearly a decade working with legal and financial professionals to grow their firms without the frustration and hassle of appeasing the search engine gods.

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