CASE OVERVIEW:
Southern Belle Farm, one of the most popular agritourism sites in Georgia, hired us to manage their social media presence in August 2018.
Our client operates a family-owned 330-acre working farm that offers seasonal activities and agricultural education to the community. They have 4 seasons that we help them market—Spring Season featuring strawberries, Summer Season featuring peaches, blueberries, and blackberries, Fall featuring pumpkins, corn maze, and family activities, and Christmas featuring Christmas trees, Santa, and most recently, Whoville with the Grinch! They also offer educational field-trip opportunities for students and host corporate and group events.
Southern Belle Farm’s fifth-generation owner, Jake Carter and General Manager Daniel Welliver are the primary clients for this account and they are both a joy to work with. They have the highest integrity and their work ethic inspires us daily. They’ve turned their family farm into a tourist destination where people drive from hours away to pick fruit, shop at their market, enjoy outdoor activities, and create family traditions.
OUR APPROACH:
Every year, our team comes up with creative ways to market each season. Southern Belle Farm has been a phenomenal partner and regularly provides us with excellent photography, videos, and information. We truly believe it takes a partnership to create great social media. We also have no shortage of user-generated content, which is such a great way to market their brand through the customer’s eyes.
CHANNELS:
- Social Media Content:
- Facebook Stories
- Instagram Stories
- Google My Business
- Email Marketing
- Advertising
- Page Promotion Ads – Follow Ads
- Traffic Ads – Website Click Ads
- Brand Awareness Ads
- Page Engagement Ads – Boosted Posts
- Video View Ads
- Website
- Designed by Pipeline in 2017
- Hosting, Maintenance & Seasonal Updates
- Monthly Blog Posts
- Google Analytics
Over a year ago, they hired us to more closely manage their social media messages, comments, and reviews. This is a service that we provide for every client, but Southern Belle Farm required a more thorough approach to account for the influx of messages they receive during their popular seasonal activities. We monitor their social media accounts during all open hours from 8am – 6pm and over the weekend and boast a quick response rate. During closed hours, we were able to keep a quick response rate by using a third-party solution for messages that ask for info about hours, available fruit, market items, and more.
CLIENT GOALS:
- Keep fans up-to-date on information about seasonal events
- Sell tickets for seasonal activities
- Promote items for purchase at the Market
- Respond to fans’ feedback & questions quickly
- Be the go-to place when it comes to family-friendly activities in Henry County and all of Georgia
RESULTS AT A GLANCE: 2020 Statistics
Facebook:
- Total Reach (organic, paid & viral) – 15.8 m
- Views (Facebook profile views) – 220.0k
- Engagement – 687.4k
- New Likes – 21,411
- Total Likes End of Year – 82,446
Instagram:
- Total Reach – 2.4 m
- New Followers – 11,875
- Total Followers End of Year – 25,590
- 93,722 Engagement
- 4,044,432 Impressions
Website:
- Total Users – 344,316
- Total Sessions – 577,643
- Pageviews – 1,505,489
Pipeline Social media uses their knowledge and skills to help you take your ideas and tasks to the next level. The service they provide is exceptional. Southern Belle farm has really enjoyed the working relationship with Pipeline. They are always willing to help!- Daniel Welliver, Southern Belle Farm
EXAMPLES OF OUR WORK:
Here are some of Southern Belle Farm’s top-performing posts in terms of social media reach, engagement, and clicks.
Crop & Farm Update Video Posts:
Video content typically outperforms images and graphics, so we take the opportunity to share as many video updates from Southern Belle Farm as possible. It’s the perfect route for our client because it allows us to share information with fans in more detail while also showing off more of their farm.
Seasonal Updates:
Our team creates weekly posts updating fans about the activities & events happening at Southern Belle Farm. Here are just a few examples:
Giveaway Post:
We periodically share giveaways & contests to re-engage our client’s fanbase, find new customers, and celebrate seasonal offerings.
U-Pick Fruit Posts:
Southern Belle’s U-Pick fruit is one of the main draws for locals and non-locals alike. We help our client’s customers stay updated on what’s available throughout the year.
Market Favorites:
Return customers keep coming back to Southen Belle Farm season after season not only for U-Pick fruits but for their Country Market treats, local goods, fresh produce, and Southern Belle Farm merchandise. Our team markets these items so fans know what will be available during their visit.
Farm Activities Posts:
Posts like those below remind fans that there is more to do at Southern Belle Farm than pick fruit! We mix in several posts throughout each season that show the variety of activities available on the farm.
Employee Highlight Posts:
It takes a lot of great employees to keep this well-loved farm & tourist attraction running smoothly! We like to show fans the faces behind all of the seasonal offerings that they love.
User-Generated Content Posts:
Fans love tagging Southern Belle Farm on social media with photos they take during their visit. We share these photos as user-generated content and encourage fans to continue tagging our client’s social pages so can incorporate this kind of content often. Plus, it’s helpful to see how everyone is enjoying the seasonal activities.
FINAL NOTES:
It is a joy to promote businesses small and large by helping them market directly to their current and potential customers. Please give us a call to learn more about how we can promote your business on social media and find a plan that helps your business thrive. To see more work from the Pipeline team, check out another case study: Social Media Case Study | High Priority Plumbing
Pipeline Social Media is a Digital Marketing Agency that offers three approaches to help you increase your social media presence: we can fully manage your social media accounts, we can teach your team how to do it in-house, or we can monitor/coach your team along the way and report back to you. Ask us about our Google AdWords management, web design, and SEO website packages. Contact: 678-814-4601 | 280 Country Club Drive, Suite 101, Stockbridge, GA 30281
