Setting Business Goals
Having clear and planned business goals helps you set targets to reach so you are able to expand, grow and improve your operation. Goals can help you measure your efficiency and define if there’s something you need to change.
A farm operation is a business, and any business, big or small, new or old, whether producing raw products or end products, needs a well-thought-out plan as a jumpstart to the next step. A business plan will help you identify your vision and the tools you need to fulfill your goals.
How do you set goals? Set realistic business goals using the SMART goals approach. Your business goals should be:
- Specific: You should know the who, what, where, why and how of the goal.
- Measurable: The goal should have an objective or measurement that is clear to everyone involved.
- Attainable: The goal should be challenging, but still possible by putting in the hard work.
- Relevant: This goal should help you achieve larger objectives of your mission and make sense for the direction your operation is going in.
- Timely: Set a deadline for your goal so you can track the progress.
Always keep an open mind in case any pre-determined goals need to be adjusted or scratched completely as situations change. Not all goals are built the same. Some may take several years to achieve, while others may be shorter in length. Remember that slow growth is better than no growth and setting SMART goals (specific, measurable, attainable, realistic, timely) can lead to long-term success. It’s important to look at your business goals regularly to track your progress and make any necessary adjustments.
Utilizing Marketing Tactics
Marketing your operation and developing name and brand recognition is important in scoring sales, whether you’re a business-to-business operation, or a business-to-consumer farm. It’s important to set business goals to know the best approach to how you market yourself.
For example, if you’re a business-to-business operation, your marketing plan may focus more on logic, analytics and pricing, where business-to-consumer marketing might focus more on awareness, simple messaging and appealing to emotions. No matter your business strategy, there is an inherent benefit in connecting with those around you to educate consumers, advocate for yourself and the agricultural industry, or garner customers.
Telling your Story
Here’s a few simple ways to begin building those connections and work toward achieving your goals.
Telling your farm story and keeping the content personal is a great way to connect authentically, and attract new business - if that’s your goal. Consumers appreciate knowing where their products come from, and the backstory of your operation! Think about these kind of questions to help paint your picture for others:
- What’s your farm history - how long has it been in operation, who’s been a part of it, how has it changed, etc.
- How did you get started in farming?
- Why are you passionate about what you do?
- Is your family involved in your farm?
Where do you tell your story? One great avenue is social media. Platforms like Facebook, X and Instagram allow you to share your story real-time by posting examples of your day-to-day life as a farmer. There are some rules of thumb when it comes to social media marketing:
- Post routinely and stay consistent even if you don’t see immediate growth
- Use a consistent username across all platforms if possible
- Take and post photos or short videos while you work to make the most of your time and to show the authenticity of you and your farm
- Engage with comments and answer questions
- Use those comments and questions to generate new content to answer them
Another great way to get the word out is by getting involved in the community. Consider joining local community groups, hosting a farm tour or field trips, or attending farmer’s markets. When you host an event, be sure to gather contact information from attendees so you can circle back with them in the future.
If you plan to put dollars behind your marketing plan, some affordable options include social media ads, advertising in the local newspaper, and by sponsoring local events whether monetarily or by donating a product.
Get Started
Establishing business and marketing goals can be overwhelming, but by leaning on the experts around you and starting small, you can help build big success in the long run.
This blog was originally published in Michigan Farm News.
