Practical, doable ways to build your online presence
Running a farm-based or cottage industry business means wearing a lot of hats, but it is likely that “social media manager” wasn’t the one you dreamed of when you started. But in today’s world, a strong online presence can be just as valuable, if not more, than an old-fashioned roadside sign. The good news? You don’t need to be a TikTok influencer or have a perfectly curated feed to make social media work for you.
Let’s dig into simple, real-life strategies that help your farm show up and connect online.
1. Pick the Right Platforms
You don’t need to be on every app. Start where your people are and where you enjoy showing up. One platform done well is better than five done halfway.
Here’s a breakdown of the ones most worth considering:
Still a go-to for visual storytelling. It’s a natural fit for showcasing your process whether that’s harvesting sunflowers, baking bread, or prepping a cabin for guests. Reels (short videos) and Stories (behind-the-scenes or timely content) help boost reach without needing to go viral.
Best for building local relationships. Useful for posting events, managing RSVPs, answering DMs, and connecting with neighbors or regular visitors. Many folks still check Facebook for hours and directions before they ever visit your website.
TikTok
If you’re comfortable with video, it’s worth a look. Farms and rural businesses thrive here when they show slice-of-life, relatable content: funny animal antics, a peek at your daily routine, seasonal transformations, or voiceovers sharing your thoughts as you work.
More of a search engine than a social platform, Pinterest can quietly drive traffic to your website or email list. It’s particularly powerful for evergreen content like tutorials, seasonal how-tos, and dreamy photos of your place.
Note: Pinterest is evolving. New AI-powered features help users plan events, dream up garden designs, and discover experiences—and the platform is prioritizing fresh, original content. However, the dark side of AI has reared its ugly head, and many users are complaining that the search function is practically unusable due to all of the fake content clogging up the site.
Other channels to consider:
YouTube: Great if you’re creating longer-form content like farm tours, DIYs, or storytelling vlogs. Also powerful for search traffic.
Email (not a social platform, but important): Still one of the most effective ways to nurture your community and drive repeat visits or purchases.
Threads or X (Twitter): Less important for visual-first brands, but if your audience is there (or you enjoy writing short, punchy updates) it may be worth a look.
2. Show the Real You
People don’t just follow you to see what you sell. They follow you to see who you are.
They want the human story behind the bouquet, the goat milk soap, the farm dinner, or the glamping tent. The real faces. The muddy boots. The dog that steals your tomatoes.
What to share:
A behind-the-scenes look at prepping for a market, setting up an event, or planting in the field
You laughing with your kids during chores or taking a breather on the porch
A guest strolling the property at golden hour, coffee in hand
Animals being animals. Yes, even when they escape
The chaos of a workshop in progress or the pride of a fresh harvest
Little rituals: lighting the barn lights, your favorite trowel, the way you write out your weekly farmstand list
Short-form videos do well, even if they’re just 5 seconds of wind blowing through the corn or a voiceover of you reflecting while walking the farm.
Your social feed doesn’t need to look like a magazine.
It just needs to feel like you.
Don’t worry about the perfect angle. The real, unfiltered moments (especially the ones that feel ordinary to you) are often the ones your audience will connect with the most.
Authenticity builds trust. And trust builds community.
3. Share Your Seasons
One of the most powerful things about running a rural business in the Shenandoah Valley is that the seasons do half the storytelling for you. Your work may follow the rhythm of the land, and that rhythm gives you a natural, meaningful way to show up online.
Let the shifts in your landscape, your offerings, and your pace shape what you post.
Spring
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Seed starts, soil prep, and greenhouse moments
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New life: lambs, chicks, seedlings, or fresh ideas
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Morning dew on the fields, orchard blossoms, foggy sunrises
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Behind-the-scenes: prepping farmstay cabins, building new beds, painting signs
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“What’s growing this year?” type content
Summer
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Flower fields in bloom, bouquet builds, markets in full swing
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U-pick events, workshops, picnics, guided tours, guest visits
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Dogs in the creek, sunhats in the rows, golden hour shots
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Simple joys: iced coffee on the porch, sunburned shoulders, first tomato sandwich
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Weekly farmstand or CSA updates + sneak peeks
Fall
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Crisp air, changing colors, early sunsets over your fields
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Pumpkin patches, cider tastings, seasonal workshops
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Preserving and putting the farm to bed
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Reflections and gratitude: “Here’s what we learned this season…”
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Bookings for final stays or last flower pickups before frost
Winter
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Cozy, quiet moments: a warm mug, planning notebooks, snow-covered beds
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“What we’re dreaming of for spring” content
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Holiday gift boxes, winter workshops, indoor projects
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Resting, reflecting, resetting—and letting your audience in on that rhythm
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“Our year in photos” or “Looking ahead to next season” posts
If you offer events or experiences, start teasing them early:
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A peek at the tulip rows in March
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A glimpse of the barn lights being strung in September
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A video of your workshop materials being prepped before guests arrive
Let people see not just what you’re doing but when, why, and how it feels.
Because when you share your seasons, you invite people into your rhythm and they’ll start looking forward to what comes next.
4. Engage, Don’t Just Announce
Think of social media like a front porch, not a megaphone. Show up to have a conversation, not just to tell.
Easy, meaningful ways to engage:
Ask genuine questions in your captions:
“Which variety of sunflower is your favorite?”
“Should we plant more zinnias or cosmos next year?”
“What’s your go-to tomato sandwich combo?”Repost visitor or customer photos (with credit!) to show their experience and say thanks.
Tag other local businesses, vendors, or farms you work with. It builds goodwill and cross-promotion.
Respond to comments and messages, even if it’s just a heart emoji or a quick “Thank you for stopping by!”
Use Instagram Stories or Facebook polls to ask for input:
“Want to see a behind-the-scenes reel or a farmstand tour next?”
When you show up as a real human, folks are more likely to root for you, visit your business, and spread the word. Social media is a relationship builder if you let it be.
The more you treat your audience like neighbors, the more they’ll show up like community.
"The more you treat your audience like neighbors, the more they'll show up like community."
5. Batch, Schedule, and Keep It Simple
Got 30 quiet minutes between chores, rainstorms, or nap time? Use that window to set yourself up for the week ahead. You don’t need hours, you just need to be intentional.
Here’s how to make the most of short spurts of time:
Batch Photos:
Snap 10–15 quick shots around the farm, your stand, your workspace, or something seasonal
Don’t overthink the lighting or the angle, just get real moments in focus
Save them to a “Post Later” album on your phone or in a shared folder
Write a Few Captions:
Jot down 3–5 simple, heartfelt posts while you’re drinking coffee or winding down at night
Think updates, little stories, a quick quote, or a product reminder
Keep a running list of caption ideas in your phone’s Notes app or a Google Doc
Schedule When You Can:
Use free or low-cost tools to plan your posts ahead of time so you’re not scrambling to post mid-harvest or during a market rush. Some easy options:
Meta Business Suite – Best free tool for Facebook and Instagram. Lets you schedule posts and stories, reply to comments and messages, and track basic engagement.
Later – Easy drag-and-drop calendar with a free plan that’s perfect for visual planning (Instagram, TikTok, Facebook, Pinterest).
Canva Pro – Great if you’re already creating graphics or videos in Canva. Built-in scheduler makes it easy to design and post all in one place.
Buffer – A clean, intuitive option for scheduling across multiple platforms (Instagram, Facebook, Twitter/X, LinkedIn). Free tier is generous and great for solo business owners.
Hootsuite is another option, but most small businesses find its pricing and features more than they need.
Reminder: You don’t need to post daily. Even one thoughtful post a week keeps you connected with your community and your brand top of mind.
6. Use Hashtags to Get Discovered
Hashtags are one of the simplest ways to help new people find your content—especially folks searching for local experiences, handmade goods, or seasonal events. Think of them like road signs pointing people to your page.
You don’t need 30 hashtags. A mix of 5–10 thoughtful ones is usually enough.
Use a blend of:
Broad industry tags: #smallfarm #farmstay #agritourism #farmersmarketlife
Local tags: #shenandoahvalley #virginiafarmstand #visitlexingtonva
Branded tags: #[YourFarmName] #[EventName] #[CSAName]
Niche tags: #u-pickflowers #glampingfarm #cutflowersdaily #herbalworkshop
How to Research Hashtags
If you’re not sure which hashtags to use, here are some easy ways to find the ones that actually matter to your business and audience:
1. Use Instagram’s Search Bar
Type in a word like “farmstay” or “flowerfarm” and look at the hashtag suggestions that pop up. Note how many posts each one has:
Under 500K = more niche, easier to stand out
Over 1M = high traffic, but more competitive
2. Look at Similar Pages
Check out fellow farms, markets, and makers—especially those in your region or niche. What hashtags are they using consistently? What’s getting engagement?
3. Search Local Tourism Boards
Visit your local chamber of commerce, regional tourism pages, or state travel accounts. They often promote hashtags like:
#LoveVA
#VisitShenandoah
#FarmTrailsVA
#BlueRidgeGrown
Using these can help you get picked up by local resharing accounts.
4. Create a Hashtag List
Make a running list in your Notes app, Google Doc, or Canva content planner. Organize them by topic (flowers, events, farmstay, holidays) so you can copy and paste as needed.
Think of hashtags as breadcrumbs that help people find their way to your story.
And don’t forget your own branded hashtag helps customers tag you when they share their experience, which builds connection and content.
7. Make It Easy to Say Yes
You’ve done the hard part: grown something, made something, created an experience worth sharing. But even the most beautiful photo or heartfelt caption can fall flat if people aren’t sure what to do next.
Every post is a chance to invite someone to take the next step. No pressure, no pushiness, just a clear and friendly nudge.
And those steps don’t have to be big.
Ask yourself: What’s the smallest, easiest action someone could take after seeing this?
Visiting the farmstand
Booking a stay or workshop
Liking or sharing the post
Signing up for your newsletter
Commenting on their favorite flower variety
Tagging a friend who’d love your soaps or sunset views
End your posts with a clear, kind prompt:
“Swing by the stand today—we just stocked fresh bouquets and cherry tomatoes!”
“Booking is open for our fall flower workshop—only 6 spots available!”
“Want first dibs on next season’s CSA? Drop your email in our link!”
“Thinking about a farmstay this fall? DM us with your dates—we’ll help you plan it.”
“Tag someone who needs a morning in the flower fields
”
Pro tip: Write your posts with the action in mind from the start. Think about the result you want then tell a little story, share a beautiful image, and close the loop with that gentle call to action.
And always make sure it’s easy to follow through:
If you say “link in bio,” make sure it’s actually there
If you ask folks to message you, reply promptly (even if it’s short)
If you mention times, prices, or booking details be clear and upfront
Don’t just show what you’re doing. Invite people in.
Because sometimes all someone needs is a friendly reminder that yes, this is for them. And yes, they’re welcome.
8. Repurpose and Reuse Your Best Content
You don’t need to reinvent the wheel every week.
- Turn a post into a newsletter
- Share a glowing review in your Stories
- Reuse last year’s seasonal photo with a new caption
- Turn a how-it’s-made reel into a blog post
The more you can stretch good content, the less time you’ll spend creating from scratch.
9. Highlight the Experience
If your farm, homestead, or cottage business invites people in, whether it’s for flower picking, overnight stays, hands-on workshops, or seasonal events, social media is your front gate. And it’s not just about promoting dates or prices. It’s about helping your potential visitors picture what it feels like to be there.
When you show the experience, not just the product, you create a kind of magic. You spark curiosity. You tap into nostalgia. You build anticipation.
Share the little details that make your place special:
A sun-drenched table set for a workshop or farm dinner
A child holding a dirt-smudged bouquet with their boots untied
A guest sipping coffee on the porch while your barn cat stretches beside them
A wagon full of blooms, pumpkins, or picnic baskets heading out
A candid video of you setting up with your hair tied back and the wind picking up
Fog lifting over the fields at sunrise, with chairs still empty and waiting
Let the visuals do the inviting without needing to say a word.
Better yet, show the experience in motion:
A reel of guests arriving, picking, laughing
A slow-pan video through the flower rows or a glamping tent at golden hour
Timelapse of setting up a market booth or prepping a space for guests
Think like a guest. What would you want to see if you were booking a stay or planning a visit? What would help you feel at ease, excited, or enchanted?
You don’t need fancy production or expensive gear. You just need to share what’s already happening around you.
Because when people can imagine themselves there, they’re already halfway to showing up.
"When people can imagine themselves there, they're already halfway to showing up."
10. Tell the Story That Only You Can
You don’t have a marketing department. You probably don’t have a logo on a delivery truck. But what you do have is something no big brand can fake: your story.
Your hands. Your place. Your reasons for doing the work.
That’s your edge.
Big companies can sell convenience. But you’re offering something deeper. Connection. When people know who’s behind the stand, the bouquet, the handmade soap, or the quiet path through a flower field, they care more. They come back. They tell their friends.
So share your why. Not just the what.
Why did you start this farm or business?
What do you love most about your work?
What’s hard, and what’s worth it anyway?
What do you want people to remember when they walk away?
Tell your story in your voice. Not polished. Not scripted. Just honest.
- Post a photo of your first market booth.
- Share a caption about what keeps you going when it’s 95 degrees and you’re out of ice.
- Show the behind-the-scenes chaos before guests arrive for a dinner in the field.
- Or just tell the story out loud, face to camera, voice cracking and all.
People buy what you grow or make,but they stay because they feel like they know you.
11. Lead With Kindness (Even When It’s Hard)
Most of the time, your online community will be full of good folks. You know, neighbors cheering you on, customers sharing their joy, and strangers who stumble onto your page and feel inspired by what you’re building.
But occasionally, someone will leave a snarky comment. Or a post won’t land the way you hoped. Or you’ll feel drained by the pressure to keep up with it all.
Here’s the truth: social media is real life put under a microscope. Not everyone will get what you’re doing, and not everyone will be kind. That doesn’t mean you’re doing anything wrong.
Here’s how to handle the tough stuff with grace and protect your peace:
- Stay grounded in your purpose. When you feel off-center, remind yourself why you’re here: growing good things, building something real, and connecting with people who care.
- Set boundaries. You don’t have to respond to every comment or be online 24/7. It’s okay to step back for a bit when needed.
- Delete, block, move on. You’re allowed to protect your space. If someone is being rude or harmful, remove the comment and don’t look back. Think of it like closing the gate on someone who doesn’t belong in your pasture.
- Lead with kindness. Keep your voice warm, firm, and rooted. You set the tone for your page, and most folks will follow your lead.
- Respond with clarity, not emotion. If someone’s confused or upset, a calm, clear reply can often turn a tense moment into a positive one.
You can’t control how people show up, but you can control how you respond and who you let in.
A Sample Kindness Policy
We’re a small, real-life farm run by real-life humans.
Around here, we believe in:
Friendly conversation
Respectful questions
Encouragement over criticism
Grace for the messy moments
Treating each other like neighbors
If you’ve got a question, we’re happy to answer it. If you love what we do, we’d love to hear it. If something doesn’t sit right, let’s talk kindly.
We reserve the right to remove comments that are rude, harmful, or just plain mean. Life’s too short and the days are too long to spend energy on negativity.
Thanks for showing up with kindness.
We’ll do the same.
12. Don’t Let Comparison Steal Your Joy
It’s easy to forget, but worth repeating: social media is a highlight reel. You’re seeing someone’s best moment, not the full picture.
That gorgeous flower field? You didn’t see the weeds.
That sold-out market booth? You didn’t see the 4:30 a.m. wakeup and the forgotten change box.
That perfectly branded farmstay? You didn’t see the mouse in the linen closet or the toddler meltdown mid-tour.
Every farm, maker, and rural business has its behind-the-scenes mess. Don’t let someone else’s polished post make you feel like you’re behind or not enough.
Your pace is your power. Just because someone else is doing something doesn’t mean you have to.
Start small and build slowly. You don’t need a rebrand or a drone to post with purpose. A photo of your cat and a thoughtful caption are more than enough.
Celebrate what’s working for you. Did someone DM to say they loved your CSA box? Did a guest comment on how peaceful your farm felt? That’s real impact—and that matters more than likes.
Keep your eyes on your own rows. You’re growing something good.
If you ever catch yourself spiraling into “they’re doing it better” mode, take a breath. Step outside. Touch grass. Look at what you’ve built.
"Keep your eyes on your own rows. You're growing something good."
Work with what you have
You don’t need a million followers or a 12-month-in-advance content calendar full of trends. You just need to show up.
Social media is just another way to build community, share beauty, and invite people in.
So post what matters. Say it in your voice. And let your work do the talking.
🌱 Need help pulling it all together?
If social media feels like one more chore on an already full plate, Good Manure is here to help. We support small farms, makers, and rural businesses with real-world strategies and hands-on help. From choosing the right platforms to writing captions, planning content, and even creating photos and posts for you, we're ready to get our hands dirty. Whether you need a little guidance or someone to take a few things off your plate, we’re here to help.
Dig In With Good Manure
