Client Spotlight: Adele Buettner of AgriBiz Communications
Adele Buettner is the principal and Chief Inspiration Officer of AgriBiz Communications.
She’s also a passionate foodie and farm girl raised on a grain and beef farm near Saskatoon. In 1993, she founded AgriBiz Communications, which provides management, marketing and communication services to agriculture and food organizations and related businesses across North America. She has been an active volunteer and has provided leadership on a variety of boards, both local and national.
Adele hired me for our social media marketing services, with the intention of moving it back in-house after a few months of strategy development and content creation support. Since we just recently wrapped up our contract, I want to shine the spotlight on our time together over the past few months.
Adele is a great client because of a laundry list of reasons, but one of them is the complete faith she puts into me and my work! Her organizational skills are next level and she’s a riot to be around, but I’d still say my favourite parts of working with Adele are A) how she trusts my vision, and B) how she’s committed to the long game.
As her long running business, AgriBiz, continues to take shape in the online space, we’ve kept track of the type of content that performs well, and compared it to the posts that fell flat. We got to know what her target customers were interested in, and then sprinkled more of that into the content schedule.
NEWSFLASH!
It doesn’t mean a piece of content “fell flat” just because it didn’t garner 100+ likes, either. Vanity metrics, aka getting plenty of ‘Likes’ on a post, may feel important because the number looks impressive, but this “action” takes very little effort on behalf of the user, and it really doesn’t guarantee that the piece of content resonated with them in any way.
On the other hand, tracking saves and shares is a better place to focus your attention, since these metrics indicate that the user finds your content valuable. It reveals that the person is either interested enough to come back to that content again later, or that it’s relevant enough to share with someone else. This is what you want.
It’s also important to note that just because a piece of content you publish isn’t ringing off the charts with saves and shares, doesn’t mean it isn’t doing it’s its job either. Just because the post isn’t necessarily saveable or shareable, doesn’t mean that it hasn’t influenced a person to take action in some other way, or shifted their perception of your brand or product.
Adele trusted the process and as a result, her audience grew, and her key messages were broadcasted to larger and newer pools of followers–most of which are keenly interested in the type of content she posts. With the new strategy in place, her team now has a prescriptive path to guide them during the next year of posts.
We had a sit down with Adele to find out what her experience was like working with TMCS. Keep reading for the interview.
Q+A
with
Adele
Buettner ⬇️
How did you and Tannis initially get connected?
I serve as a director on the North Saskatoon Business Association (NSBA) board and Tannis presented her social media strategy to the board.
A note from Tannis: The NSBA, aka Saskatoon’s Business Association, is another social media client of mine. As with all of my social media marketing packages, I create a strategy that they can take and later use as a blueprint for their social media marketing efforts when our contract comes to an end. Whenever we create content, it is with the lens of that strategy in place!
I was introducing myself to the board at some point last year, which is also where I gave a recap of the 2022 NSBA social strategy, and what would have prompted Adele to contact me.
Adele went for the Refine Your Socials package, which you can learn more about here.
What services were you looking for from Tannis?
To enhance my social media reach by establishing an effective strategy. Plus, while AgriBiz is certainly not new to social media, I wanted a fresh perspective with a fun and creative approach to help bump our social media to a new level. Plus, Tannis is so talented, I knew I could learn from her, which ultimately helps AgriBiz and our clients.
A note from Tannis: Effective social media strategy is the base you need to enhance your social media reach and engage more of the right type of people. I work with my clients to achieve compelling, value-packed and effective content that converts. We take a lot of time and effort to ensure the content turns heads and commands attention!
Why is social media so important for your business/brand?
I have spent nearly 30 years in the communication business and the way we communicate is ever-changing and expanding. When strategic, social media is an instant and global communication tool that can be very effective.
What has been your favourite part about working with Tannis?
I love her enthusiasm, passion and creative ideas! I also appreciate her photography skills.
A note from Tannis: On a few occasions, I’ve shot content for Adele’s reels, and I’ve also photographed her for some of her other posts!
Although photography is one of the services we offer that I’m most passionate about, on most occasions, I just give Adele simple directions to self-shoot her footage. For this process, she then sends me the clips, and I turn them into a reel.
We provide both options, depending on the clients’ budget and needs.
What is one project that you enjoyed most?
It is too hard to pick one. I enjoy anything related to showcasing food, particularly the charcuterie posts/reels. However, I also enjoyed the “1-2-3 series” that included some of my many colleagues.
Here and here are two examples.
How do your meetings typically go? Where do you meet, how often, and what gets accomplished or discussed?
Typically our meetings are virtual and we review the monthly stats and discuss our objectives and approach for the next month.
Note from Tannis: Depending on the package, clients will meet me on video calls once or twice per month. These are awesome opportunities to go over what’s working and what’s not, brainstorm for future content ideas, go over monthly analytics, and just check in! Connecting semi-regularly is important to keep things running smoothly!
What are some specific results you've seen from working with Tannis?
Currently, results have been based on numbers, meaning a slow but steady growth of followers on the various platforms.
What is one nugget of wisdom you've learned from Tannis?
How to make a reel on Instagram — it’s not as easy as it might look!
Who do you think would benefit most from working with Tannis in the future?
A variety of small businesses who are using social media to promote their expertise or product. Not all have an in-house marketing or communication department, so they may find her services beneficial.
Let’s chat!
Did we pique your interest? If you’re looking for social media marketing support to elevate your business or would like to learn more, click here to book a complimentary Inquiry Call!
