My Digital Farmer Podcast - Episode 315: "What's a Thank You Page in Farm Marketing?"

Host: Corinna Bench
Release Date: June 4, 2025
Podcast Description: CSA farmer and marketing specialist Corinna Bench from MyDigitalFarmer.com and Shared Legacy Farms shares effective online marketing strategies tailored for retail farm businesses. Topics include marketing funnels, copywriting, social media, customer retention, and more, alongside interviews with fellow farmers to uncover successful marketing practices.

Introduction

In Episode 315 of the My Digital Farmer Podcast, host Corinna Bench delves into the often-overlooked yet crucial element of farm marketing: the Thank You Page. Corinna emphasizes that in today's competitive market, merely growing high-quality products isn't sufficient; effectively guiding customers through their journey is equally essential.

“You are always taking your people somewhere. You are always taking your customer somewhere.”
— Corinna Bench (00:05:45)

The Role of a Thank You Page

Corinna begins by defining a Thank You Page as the destination a customer reaches immediately after completing an action on your website—be it subscribing to an email list, making a purchase, or booking an appointment. The primary purpose of this page is to acknowledge the customer's action and guide them toward the next step in their journey with your farm.

“This is a marketing asset you should definitely have.”
— Corinna Bench (00:00:30)

Personal Anecdote: The Treasure Hunt Metaphor

To illustrate the importance of guiding customers, Corinna shares a personal story from her high school days when she organized elaborate treasure hunts. Each clue led participants closer to the treasure, mirroring how a Thank You Page can guide customers through a marketing funnel.

“The point of this story is that you are always taking your people somewhere.”
— Corinna Bench (00:11:00)

Key Components of an Effective Thank You Page

Corinna outlines several essential elements that should be thoughtfully incorporated into a Thank You Page to maximize its effectiveness:

1. Acknowledgment Message: Clearly state that the customer's action was successful.

   “Woohoo, one more step to get on the list.”
   — Corinna Bench (00:17:30)

2. Next Steps: Provide clear instructions on what the customer should do next, such as checking their email for a confirmation link.

   “Make sure they know. Here's what happens next.”
   — Corinna Bench (00:16:10)

3. Additional Offers: Introduce complementary products or services to encourage further engagement.

   “Do you remember the second offer on our thank you page? It’s a way to entice them to spend a little bit more.”
   — Corinna Bench (00:18:50)

4. Trust Builders: Include elements like testimonials, social proof, or trust badges to reinforce credibility.

   “Social proof... it could be statistics or awards that you've won.”
   — Corinna Bench (00:29:15)

5. Call to Action (CTA): Use prominent buttons or links to guide customers toward their next desired action, such as visiting the online store or watching a tutorial video.

   “Have a big bright button that says watch this or shop online.”
   — Corinna Bench (00:23:45)

6. Visual Appeal: Incorporate friendly images or designs that resonate with your brand and enhance user experience.

   “A picture of Kurt holding some cabbage... looking really friendly.”
   — Corinna Bench (00:18:15)

Examples and Use Cases

Corinna provides various scenarios where Thank You Pages can be effectively utilized:

• Email Subscriptions: After subscribing, the Thank You Page can offer a discount on the first purchase or encourage customers to explore the online store.

  “Here's a second offer. Get 10% off your first order in our online store.”
  — Corinna Bench (00:20:45)

• Product Purchases: Post-purchase pages can include upsells, cross-sells, or instructions on using the purchased product.

  “If you liked this, I know you'll love this next product.”
  — Corinna Bench (00:25:30)

• Appointment Bookings: For booked consultations or farm events, the Thank You Page can provide detailed instructions or additional resources.

  “Here are the instructions for your upcoming call.”
  — Corinna Bench (00:26:20)

• Cancellations: Even when a customer cancels a subscription, the Thank You Page can present alternative offers or encourage them to reconsider.

  “Are you sure? Keep going for another month for 10% off.”
  — Corinna Bench (00:31:50)

Creating and Optimizing Thank You Pages

Corinna discusses various platforms and tools for building Thank You Pages, including website builders, email service providers, and landing page platforms like LeadPages. She emphasizes the importance of:

• Customization: Tailoring each Thank You Page to specific customer actions or marketing funnels.

• Tracking and Analytics: Utilizing tools like Google Analytics to monitor the performance and effectiveness of Thank You Pages.

• Regular Updates: Keeping the content fresh and relevant by periodically reviewing and updating the messaging based on seasonal changes or evolving business needs.

“It's pretty simple to do. You can also go into your email service provider, look in the library, or contact someone on support.”
— Corinna Bench (00:28:30)

Best Practices and Recommendations

Corinna offers actionable advice for farmers looking to implement or improve their Thank You Pages:

1. Start Simple: Begin with a basic Thank You Page containing a logo, acknowledgment message, and a single CTA.

2. Observe and Learn: Subscribe to other businesses' email lists to analyze and gather inspiration from their Thank You Pages.

   “Notice that there's not much here... what draws your eye.”
   — Corinna Bench (00:38:20)

3. Test and Iterate: Experiment with different offers and layouts to determine what resonates best with your audience.

4. Focus on the Customer Journey: Always consider what the next logical step is for the customer and design the Thank You Page to facilitate that transition seamlessly.

“Remember, you are always taking your people somewhere.”
— Corinna Bench (00:45:10)

Homework Assignments

To encourage practical application, Corinna assigns two tasks:

1. Analyze Existing Thank You Pages: Subscribe to a service or product and observe the design and functionality of their Thank You Page.

2. Create a Basic Thank You Page: Develop a simple Thank You Page for your own farm business, incorporating the essential elements discussed, and monitor its performance over a few weeks.

“Make your first thank you page be really simple... test it out, see if it's working.”
— Corinna Bench (00:43:00)

Conclusion

Corinna wraps up the episode by reinforcing the strategic importance of Thank You Pages in farm marketing. She encourages farmers to view these pages not just as a polite gesture but as pivotal touchpoints that can enhance customer relationships, drive additional sales, and build a strong, trustworthy brand.

“How can you delight your customer? How can you surprise them? How can you entice them with content on your thank you page?”
— Corinna Bench (00:46:30)

For more insights and to access detailed resources on creating effective Thank You Pages, listeners are encouraged to join Corinna's Farm Marketing School and subscribe to her email list for ongoing tips and support.

Key Takeaways:

• Thank You Pages are essential for acknowledging customer actions and guiding them to the next steps in their journey.
• Effective Design includes clear messages, strategic CTAs, trust-building elements, and visual appeal.
• Customization and Testing are crucial for optimizing Thank You Pages to suit specific marketing funnels and customer behaviors.
• Ongoing Monitoring and Updates ensure that Thank You Pages remain relevant and effective in driving customer engagement and sales.

By leveraging Thank You Pages thoughtfully, farmers can significantly enhance their marketing efforts, fostering deeper connections with their audience and driving sustained business growth.