Farm & Ranch Depot
E-commerce platform offering farming and agricultural equipment.
Farm & Ranch Depot is a trusted e-commerce platform offering a wide range of farming and agricultural equipment designed to support farmers and ranchers of all sizes. Its user-friendly online platform, competitive pricing, reliable shipping, and quality customer service aid farmers and ranchers by providing tools to increase productivity in their operations.
My Role
During my final winter break at Christopher Newport University, Farm & Ranch Depot contacted me, inquiring about help reviving their social media presence. Farm & Ranch Depot, a 15-year-old e-commerce brand, had a strong social media presence many years ago but, through different changes of leadership, lost much of the engagement on its platforms. The challenge was to take their substantial following, of around 6k on both Instagram and Facebook, get it interacting with posts, and drive that traffic to Farm & Ranch Depot’s website.
I handled all social media operations, including, but not limited to, post design, Facebook Ad campaign management, post boosts, and the analysis of consumer response.
Problem & Thesis
The main issue limiting Farm & Ranch Depot was not its lack of following, but its lack of visibility and engagement. The stagnation of its social media resulted in diminished visibility. Algorithms on platforms like Instagram and Facebook prioritize content that generates interaction and without consistent engagement, Farm & Ranch Depot’s posts were being buried in followers’ feeds, further reducing their reach and impact. Therefore, the challenge was not just creating content but re-establishing a connection, understanding current interests, and delivering value to followers.
Solution
To combat the engagement issues, I recommended boosting well-performing Facebook posts and running Facebook Ad campaigns to kickstart growth. Using only a $50 monthly ad spend, I was able to increase views by 2,000% and engagement by 12,000% in the first month alone. Additionally, the ROAS of this ad campaign was 50 which is exceptionally high.
I expect continued growth in engagement and viewership for Farm & Ranch Depot. Moving forward, we have decided to increase the ad spend and run more detailed and targeted Facebook Ad campaigns based on the data collected. I will continue to grow a cohesive and engaging brand identity for its social media.