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Client in Focus – Bright Star Lettings Case Study
February 26, 2020
Diversification in a time of panic
March 19, 2020

Facebook: Robin Hood or The Sheriff of Locksley

March 6, 2020
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  • Business
  • Social media
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Flame Marketing | Agricultural Marketing Agency | Marketing Solutions

No one can deny that over the last decade social media has irrevocably changed the way businesses interact with consumers in almost all sectors. A driving force of this change has been the Facebook, has grown from its modest beginning as a student project to the goliath we see today. Facebook as a company has also cleverly deployed its purchasing power to acquire many smaller innovative social media platforms, such as Instagram and Snapchat. This has meant that despite its original brand maturing the company has a whole is more powerful than ever.

With all this considered it is no wonder that many businesses see Facebook as a core aspect of their digital marketing strategy. Moreover, many smaller businesses see Facebook as the be-all and end-all of social media marketing. Many small firms are unable to create consistent and effective content for the whole array of social media platforms now available. Due to this, there is a need to choose a select number of platforms which are likely to be most effective for that business. However, many small businesses blindly choose to put their eggs in the Facebook basket without first considering if this is the right platform for them.

It is often proclaimed that marketing your business on Facebook is a cheap and easy way for small businesses to grow in fame and size. There is talk of how a few pounds on a boost or ad can change your business’s fortunes. How the fans will flock to support you and your little business. Facebook marketing was touted as easy money like taking candy from a baby. If one was to listen to the most extreme of these claims, it would seem as if Facebook was Robin Hood giving money to the small folk (businesses) and taking air time from the large multinationals.

But in recent years the tide seems to of turned and I would suggest Facebook is not more Sheriff of Locksley than Robin Hood. As the capabilities of Facebook as a social media marketing platform have increased so have the costs both in terms of time invested and pounds spent. Facebook is now a crowded marketplace where only the loudest are often heard. And Facebook knows this, it is what makes them their money.

Step one; reduce the number of business posts in the newsfeed, proclaim that this is Facebook making things better for users as they want to see family and friends, not businesses. Step two; allow businesses to show up more in the feed for a small fee. Ah, that is easy for the big boys to pay so the feed is filled with advertising and boosted content from the big brands. But those small businesses they can afford the odd boost or advert yes but can they really compete with the huge budgets of the multinational, of course not. Gone are the days when it was a simple as setting up a Facebook page with some ‘’ok’’ photos and waiting for the sales to roll in.

Small businesses can counter this by using their boosting or advertising budget carefully and in a targeted manner. Good quality content and posts which encourage engagement with the audience help as well. But this means both the time cost and the real cost have increased significantly for these businesses.

An alternative approach for small businesses is to review whether Facebook is truly the right platform for their business. If you sell a product directly to consumers than Facebook may suit your business but if you are a B2B business or a service, rather than a product, business you may find there are better platforms for you. The key is to do your research, spend some time working out who your ideal client is and then think about where they hang out online and how they best engage with brands. And if you are still struggling to pick a platform have a chat with a marketing expert for some basic advice as a starting point.

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What messages should I be giving my customers?

A
What messages should I be giving my customers? 

A large part of marketing is about what you communicate to your customers. This will depend on your farm business, but first off, you need to think about your product. 

What is it? Be descriptive and specific. For example, if you produce pork - what type of pork? How are the pigs raised? Are they a specific breed of pig? Is the farm organic?

Next up, why is your product special to the consumer? How will your product help them? What will it offer them beyond the basic product?

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How much would you need to sell to invest £600 pe
How much would you need to sell to invest £600 per month in your business? 

Is it 20 veg boxes? 2 glamping holidays? 100 bars of soap? 

How many do you sell now and how many more would you need to sell? 10%? 20%? 50%?

How many new clients would we need to bring you to cover the cost of one of our marketing packages?

With packages starting from as little as £200 and most under £675 per month the real question is why not?

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An Outlook to 2021 Farm Policy and Funding

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An Outlook to 2021 Farm Policy and Funding

With 2020 so almost over, there are significant changes to government farm policy and funding on the horizon in 2021. Two government policies, in particular, will shape the future for farming – the Environment Bill and Part 2 of Defra’s National Food Strategy.

Farm support will be further linked to environmental improvements. The lack of information and uncertainty around the level of support has been a great cause of frustration for farms. The waters are further muddied by the divergence in farm policy between UK nations. 

Check out our blog for more.


We care about your Agri-Business!

Flame Marketing
We care about your Agri-Business!

Flame Marketing was started specifically to support farm businesses. We are an agency of agricultural specialists who work in the agri-business sector. We have extensive experience in agricultural and rural industries – you’ll be in safe hands with our knowledge and expertise.

Our core values focus on client relationships and continuous learning. We are always working to make the service we offer to your farming business that bit better. 

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