Welcome back to Part 2 of our Marketing Basics Series! To recap Part 1, visit the blog post here: Marketing Basics for Small Farms: How to Use the 4 Ps and 3 Cs to Grow Your Business — Kentucky Center for Agriculture and Rural Development.
Once you understand your foundation—your product, customer, and costs—it’s time to get your message out. Marketing is simply how you connect the right product with the right customer. Not all marketing channels are equal, and most farms don’t have the time or budget to use them all. The goal is to focus on a mix that aligns with your goals, capacity, and target audience.
1. Online Marketing
Content Marketing:
This is what you are sharing and why people follow you. For farms, that might include planting updates, harvest photos, simple recipes, animal care routines, or explaining how you grow or raise your products. Consistent, honest content builds trust and helps customers feel connected to your farm even when they aren’t on-site.
Social Media:
Platforms like Instagram, Facebook, and TikTok can be powerful tools when used intentionally. Posting 3–4 times per week with clear photos, short videos, or quick captions about farm life can keep your farm top of mind. You don’t need to go viral; showing up consistently and authentically matters more.
Email Marketing:
Email is one of the most reliable ways to reach customers who already care about your farm. Newsletters can include CSA sign-ups, seasonal availability, market schedules, or reminders about ordering deadlines. Many farms find email especially useful for driving repeat sales.
Targeted Ads:
Paid ads on Facebook or Instagram can help promote specific things like CSA enrollment, on-farm events, or holiday product bundles. Keeping ads simple, local, and visual tends to work best for farm businesses. You can also personalize ads to fit any budget.
2. Traditional & Direct Marketing
Farm Gate & Farm Stand:
Selling directly from your farm keeps margins higher and gives customers a firsthand connection to your operation. Clear signage, consistent hours, and a welcoming setup all play a role in marketing here.
Subscriptions & Box Sets:
CSA shares, meat bundles, or seasonal product boxes help stabilize income and create predictable demand. These options also reduce the pressure of finding new customers every week. Pre-sales help with cash flow and build loyal, returning customers.
Farmers Markets:
Markets provide visibility, direct customer interaction, and immediate feedback. They’re also a great place to test new products, pricing, or packaging before expanding elsewhere.
Print & Flyers:
Flyers, postcards, and local newspaper ads still work well in many rural communities. Posting on community boards, feed stores, libraries, or extension offices can help reach customers who may not be active online.
Collaborations & Agritourism:
Farm tours, workshops, dinners, or partnerships with local restaurants and tourism groups can expand your reach while creating additional income streams. These experiences often turn visitors into long-term customers.
Action Step
Start small and be realistic. Choose 2–3 marketing channels that best match where your customers already are and what you can manage consistently. For example, that might be a Facebook page, a CSA email newsletter, and a weekly farmers market. Pay attention to what actually drives sales or sign-ups, then adjust over time.
KCARD can help you evaluate and refine your marketing channels. Contact us at (859) 550-3972 or kcard@kcard.info to get started!
In Part 3, we’ll build on this by looking at practical sales strategies and content ideas—how to turn your marketing efforts into consistent income and clearer calls to action for your customers.
Join us in the coming weeks for the final part!