A seasonal system that replaced the guesswork for four businesses sharing one calendar. Heather called just before berry season, already posting and going nowhere. Her farm runs raspberries, dahlias, pumpkins and garlic, then sells dahlia tubers through the winter.
Heather was already active, which is the hard part. What she didn't have was a reason behind any given post. That's where I find most business owners: doing the work consistently, and quietly unsure whether any of it is landing.
Raspberries, dahlias, pumpkins, garlic, and dahlia tubers over the winter. Every one has its own window and they all arrive at the same place. We built a seasonal calendar so content gets captured and posted when the right customers are actually deciding where to go.
Shoot now and post now. Shoot now and hold it for months. And evergreen educational posts that work any week of the year. That third bucket is what keeps an account alive during the busy season, because the planning is already done and you only need to grab the occasional thing in passing.
Heather does farm talks straight to camera and speaks her mind, which most people cannot do. My job wasn't to change that. It was to tell her it was working and show her how to get more from it. Taking someone who already has a strong presence and amplifying it is my favourite version of this work.