My Digital Farmer Podcast - Episode 321 Summary

Title: How to Engage Customers While They Wait — Improving the Bulk Meat Buying Experience
Host: Corinna Bench
Guest: Brianne Detweiler, Chesapeake Valley Farm
Release Date: July 16, 2025

Introduction

In Episode 321 of the My Digital Farmer Podcast, host Corinna Bench delves into the challenges faced by bulk meat producers in maintaining customer engagement during extended waiting periods. Featuring a candid one-on-one coaching session with Brianne Detweiler of Chesapeake Valley Farm, Corinna offers actionable strategies to keep customers warm and excited while they anticipate their bulk meat orders over a six-month timeframe.

Brianne's Challenges in Bulk Meat Sales

Brianne Detweiler opens the discussion by outlining the core issue her farm faces: customers are eager to purchase bulk beef, but there’s typically a six-month wait before delivery. This extended period poses a risk of losing new customers who haven't yet committed with a down payment.

Brianne Detweiler [07:55]:
"A lot of the issue is that the customer is like super ready to buy and they sign up and it's typically almost a six-month wait until they actually receive their quarter beef, half beef, whole."

Despite a relatively low customer loss rate, Brianne is concerned about the new clientele slipping through the cracks due to inadequate engagement during the waiting period.

Crafting the Customer Success Path

Corinna introduces the concept of the "excite phase" within the customer value journey, emphasizing the importance of nurturing relationships post-purchase but pre-delivery to ensure customer retention and satisfaction.

Corinna Bench [10:38]:
"This conversation sounds like you want it to be more about what kind of content or assets communication can I build once they've already said I want to do this to keep them to excite the customer."

The goal is to create a structured success path that keeps customers informed, excited, and engaged from the moment of purchase until they receive their product.

Strategies to Engage Customers During the Wait Time

1. Educational Content and Email Drips

Corinna and Brianne discuss the implementation of a staggered email strategy to deliver valuable content periodically. This approach ensures customers remain engaged and informed about their upcoming purchase.

Corinna Bench [14:22]:
"I kind of see this being mostly done through email."

Suggested content includes:

• How-To Videos: Brief tutorials explaining the bulk meat ordering process, cut selections, and preparation tips.
• Cut Lists and Guides: Providing detailed information on different meat cuts to educate customers and reduce decision fatigue.
• Freezer Preparation Tips: Guides on organizing and preparing freezers to accommodate bulk meat deliveries.

2. Visual Timelines and Roadmaps

Creating a visual representation of the entire bulk meat process helps manage customer expectations and provides clarity on each step from purchase to delivery.

Corinna Bench [24:22]:
"A visual timeline of the process. I could just do that quick in canva."

Brianne agrees that a visual timeline on the bulk buying page could enhance customer understanding and reassurance.

3. Practical Tips and Tutorials

Providing practical advice and resources ensures customers feel supported throughout the waiting period.

• Freezer Organization: Tips on maintaining an organized freezer to manage bulk meat effectively.
• Cooking Guides: Detailed recipes and cooking techniques tailored to various meat cuts, helping customers make the most of their purchases.

Corinna Bench [22:58]:
"Offering a beginner's guide to cooking lean beef. Include two to three favorite recipes."

4. Utilizing Videos and Testimonials

Incorporating multimedia content such as unboxing videos and customer testimonials can significantly boost engagement and trust.

Corinna Bench [34:06]:
"What about like a video unboxing. Does that make sense? Like here's, I just picked it up, here's where it is."

Brianne highlights the value of using customer selfies and unboxing experiences to create relatable and authentic content.

5. Incentives and Contests

Encouraging customers to participate in photo contests or share their experiences can foster a sense of community and promote the farm organically.

Corinna Bench [38:20]:
"If you turned it into a contest... they chose one person out of whoever had done this every week and they got a prize."

Leveraging Technology Tools

Corinna recommends utilizing tools like ChatGPT for content generation and Mailchimp for email automation to streamline the engagement process.

Corinna Bench [35:52]:
"You could Build them over on your YouTube channel in a playlist... link the graphic. So if they click on the graphic, it takes them right to the YouTube video."

Brianne expresses concerns about the technical aspects of setting up email automations but is encouraged to learn and implement them with Corinna's guidance.

Addressing Common Issues and FAQs

Brianne identifies frequent customer inquiries, such as:

• Cooking Specific Cuts: Customers often seek guidance on preparing particular cuts like brisket.
• Freezer Capacity: Concerns about having adequate freezer space for bulk meat.
• Invoice Transparency: Clarifying cost breakdowns and payment schedules to alleviate financial apprehensions.

Brianne Detweiler [22:49]:
"One of the biggest ones is how to cook a brisket. Someone like drove to the farm after they bought it and I'm like, I don't know how to cook this."

Actionable Takeaways

By integrating the strategies discussed, farmers can enhance customer retention and satisfaction during long wait periods. Key actions include:

1. Implementing a Structured Email Sequence: Utilize educational content, timelines, and cooking guides to keep customers informed and engaged.
2. Creating Visual and Multimedia Content: Develop videos, unboxing experiences, and testimonial compilations to build trust and excitement.
3. Engaging Customers Through Incentives: Launch contests and encourage customer-generated content to foster community and promote the farm.
4. Leveraging Automation Tools: Use platforms like ChatGPT and Mailchimp to streamline content creation and email marketing efforts.

Conclusion

Episode 321 provides invaluable insights into maintaining customer engagement for bulk meat producers. By adopting a comprehensive customer success path that includes regular, informative communication and interactive content, farmers like Brianne can ensure their customers remain excited and loyal throughout the waiting period. Corinna Bench’s expertise offers a roadmap for transforming potential customer drop-offs into sustained, profitable relationships.

For more detailed strategies and resources discussed in this episode, visit MyDigitalFarmer.com and explore Episode 321’s show notes.

Notable Quotes:

• Brianne Detweiler [07:55]:
  "A lot of the issue is that the customer is like super ready to buy and they sign up and it's typically almost a six-month wait until they actually receive their quarter beef, half beef, whole."

• Corinna Bench [10:38]:
  "This is almost like a success path."

• Corinna Bench [14:22]:
  "I kind of see this being mostly done through email."

• Corinna Bench [34:06]:
  "What about like a video unboxing. Does that make sense?"

• Corinna Bench [35:52]:
  "You could Build them over on your YouTube channel in a playlist... link the graphic."

• Brianne Detweiler [22:49]:
  "One of the biggest ones is how to cook a brisket."

Prepared by Corinna Bench of My Digital Farmer Podcast.