Own Your Online Presence [episode 6]
Listen to Own Your Online Presence on:
Apple Podcasts | Spotify | Your player of choice
Social media makes it tempting to build your entire business presence on platforms like Instagram or Facebook. The instant gratification of likes and comments can feel rewarding, but what happens when the platform changes its algorithm, or worse, your account gets suspended? This is why truly successful rural businesses understand the importance of digital property ownership - having a website and email list that no one can take away from you.
As Kendall shared in this episode of The Workhorse Podcast, "If you ask me what the biggest mistake is that I made when it came to marketing my business in those earlier years, it was paying so much attention to social media and not nearly enough attention to the places on the internet that I had ownership over - my website, my email newsletter."
In our conversation, I explained how important having a website is for business credibility: "It positions you in the marketplace as an established entity in your field." When selecting vendors for Market in the Mountains, I prioritize businesses with websites because they provide a resource for customers who aren't on social media and demonstrate a commitment to your business's online presence.
Kendall shared how her email list became her business lifeline during major transitions: "When we had COVID breakout in my area, suddenly a lot of farmers were left without their sales channel. I was able to pivot that business. I was able to send an email out to our customers directly from me saying, 'Hey, you guys, the market's closed. Not to worry. We've put all of our product onto our online store.'" While other farmers scrambled to set up digital infrastructure from scratch, Kendall already had systems in place that saved her business.
The good news is that you don't need to start with a perfect website or email strategy. As Kendall pointed out, "I'm an advocate for being scrappy. I'm an advocate for not overspending on things you don't need." Her farm business was approaching seven figures annually with a website that used simple icons rather than professional food photography.
I think of a website as a growing organism - it evolves with you and your business. The important thing is to start somewhere and build from there. For those concerned about the time investment in email marketing, remember that consistency matters more than frequency. While Kendall sends weekly newsletters for her food business, I take a different approach with Moose Valley Ranch that fits our seasonal business model.
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In this episode, "Own Your Online Presence," you'll get both perspectives:
Jessica's Point: "I think of a website as a growing organism - it evolves with you and your business. It positions you in the marketplace as an established entity in your field and gives you a foundation that you actually control, unlike social media platforms."
Kendall's Point: "The biggest mistake I made when it came to marketing my business in those earlier years was paying so much attention to social media and not nearly enough attention to the places on the internet that I had ownership over - my website, my email newsletter."
Resources & Links:
Some of the links mentioned are affiliate links, which helps to support this podcast at no additional cost to you.
Episode 1: Balance In Rural Business: How We Do It All
Flodesk [affiliate link]
Connect with Kendall:
Follow on Instagram @marketingforfarmers and @centralparkfarms
Check out her website
Connect with Jessica:
Follow on Instagram @moosevalleyranch
Check out her website
Related Episodes:
Episode 4: The Stepmom, The Sibling, And The Succession Plan
Episode 5: Integrity in Action: The True Cost of Overcommitting
More about The Workhorse Podcast:
Welcome to The Workhorse Podcast, where we dig deep into the grit, passion, and strategy behind building a successful rural business. Hosted by Kendall Ballantine of Central Park Farms and Jessica Garza of Moose Valley Ranch, this podcast is for hardworking female farmers and rural entrepreneurs who are ready to turn their dreams into thriving businesses.
From marketing your business online and direct-to-consumer strategies to balancing farm family life and business growth, we’re here to give you practical tools, candid insights, and a healthy dose of community support. This is for the doers, the women who scale their business during the long trips to town, the workhorses.
If you’re looking to dive even deeper into our community, check out The Workhorse Collective, a growing group of rural women entrepreneurs.
Make sure to hit follow/subscribe so you never miss an episode!