A genuinely useful service that not enough people had heard of.
Word of mouth was doing all the work, a producer hears about Chloe from a neighbour, then looks her up to check she's real. But there wasn't much to find. Two or three posts a month, when she could fit it in, which isn't a content problem so much as a time problem. She's on the road, on-farm, running samples.
That inconsistency costs more than it looks like it should. Post in gaps and the algorithm stops showing you to anyone, so even good content lands nowhere. And worm testing is seasonal, producers need to have heard of you before the window opens, not when they're already looking.
Show up consistently, and let Chloe be the expert she already is.
Eight posts a month, four on each platform, built around the farming calendar rather than a generic schedule, testing windows when they actually matter, education on what producers are dealing with right now, and proof from real visits with real properties named.
Talking-to-camera Reels are the format. Chloe explaining what she found on a place this week, with the footage behind her. "These sheep don't need a drench" beats any amount of abstract parasite education, because it's specific and it's true.
Both platforms carry equal weight. Facebook reaches the older producers actually booking her in; Instagram builds the wider profile. Different audiences, same consistency.
Consistency fixed it.
Followers doubled in two and a half months, from around 400 to over 900. Reach went from 743 on Instagram over 90 days to 37,000. Nearly 200,000 views across both platforms, and a 7.3% engagement rate against an industry average of two to three.
The best-performing post of the whole period was Chloe talking straight to camera about drench resistance she's seeing on farms. No production, no polish. Just her, explaining something she knows.
The service didn't change. The visibility did.
Marketing for Rural Australia
