Greater Missouri Leadership Foundation
The Tribe of Mic-O-Say
What does a local beef producer do when selling beef at the feedlot just isn’t cutting it anymore? They come to us.
At least that’s what Frank Wallace did for his family-owned cattle ranch in Vandalia, MO, Wallace Family Meats.
He wanted to sell his tender, flavorful all natural beef not just to his family, friends and fellow Vandalians but to everyone in the region. His idea was to expand his business by establishing a shop online—not only would this gain his ranch more exposure, but it would also eliminate the middleman by allowing Frank to process, price and sell his beef himself versus selling it at feedlot prices.
The first thing he needed, though, was a place to house this online shop, a professional website with a personal feel to sell his products as well as the history of Wallace Family Meats and the values they incorporate into their beef production….
But let’s not get ahead of ourselves. First, an introduction to Frank and his cattle ranch:
Frank’s journey to establishing Wallace Family Meats began when he purchased a Hereford Heifer named Daisy out of Lynn, MO in 1975. Armed with a desire to produce and provide quality beef, he used the family’s farm land, acquired by his grandfather in 1903 and passed down from previous generations, to launch his beef-producing operation.
Nearly 40 years later, Daisy’s legacy has evolved into a herd of 150 cattle, half Red Angus and half Black Angus, roaming free across 250 acres of grass and woods. His family operation continues to incorporate family values into their beef production for some of the best beef you’ll find in the Midwest.
As a company run by agriculture enthusiasts, we couldn’t wait to jump on board and design something that would appeal to the country sheek beef lovers of the world and streamline the Wallace Family Meats online sales.
In designing Frank’s new site, we not only wanted to help Wallace Family Meats successfully sell beef products online, we also wanted the look of it to appeal to new audiences, namely more city folks who might enjoy his awesome beef.
We specifically picked this theme of “citified country,” piggybacking off of the inspiring work Joanna Gaines did on her and husband’s show Fixer Upper (In case you haven’t heard of her or her husband Chip, they are a real force in the house flipping industry. You should probably check them out.) We wanted a design that would emulate the interior of a home Joanna would decorate — ya know…what we call “the Hobby Lobby Look” here in the Midwest: country, but not too country, kind of like traditional country with a young, modern twist. You get it…
Once we completed the design, we wrote the content for Frank’s website based on a lengthy interview we conducted with him to gather the right information for capturing the true voice of Wallace Family Meats. Visitors can now find interesting facts about the Wallace family and their ranch, highlights he and his family’s values as a cattle ranchers in western Missouri, and of course, an online shop featuring details about his beef products and prices.
What can we say about WooCommerce’s functional versatility as an eCommerce website platform? Truth be told, not enough. Regardless, let us try and count the ways we love thee, WooCommerce:
Of course, there’s more we could say, but need we say it? If a cattle rancher like Frank can use it for his online beef shop, anyone can.
Website? Check. Online Shopping Platform? Check. Visitors? … *crickets*
Yeah, so….just ‘cause you have a new website doesn’t mean people magically start flooding in to see it. There’s this whole concept of, ya know, telling people about it. But who? Everyone Frank knew was already purchasing beef directly from him and thus had no need to buy it online. He had to widen his reach…
For this, we had a solution: online marketing.
Many established prospects with disposable income who prefer all natural, pasture-raised beef are living out on Facebook these days, and Frank wanted to get his business in front of them. So we created a new Business Page to generate awareness for Wallace Family Meats and began writing and boosting posts to help fill in gaps for when Frank couldn’t post himself.
Boy, did we see results, and FAST. Most people think all the “hip” action online takes place in big cities, given the Internet capabilities and speeds — but that’s not always the case, as we saw here with Wallace Family Meats. Talk about small town community and their desire for local businesses to thrive! Vandalia, a western Missouri town of less than 5,000 residents, quickly rallied together to support Wallace Family Meats’ new Facebook page. Within two months, Wallace Family Meats’ Likes went from 0 to 544! And Frank is ALL about it.
To really get the traffic going to the Wallace Family Meats website, we wrote Google search ads to appear when people search online for beef products. The idea here was to help them find Wallace Family Meats’ online shop by getting his website as high in the Google search listings as possible, which is exactly what Google ads can do (when they’re well-written, lead to a rockin’ website, and have enough $$$ behind them, that is…).
Within the first month, Frank’s ads resulted in 416 clicks to his new website and nearly 22,000 impressions (views). So, this method is not only great for boosting your website traffic, it’s another awesome way to create awareness for your business by just having your company name show up in search results.
Sometimes ya gotta give paid advertising credit where credit is due, right?
Most people tend to get their beef from the local grocery store without giving it much thought. These are the people Frank wants to introduce his products to so he can get them onboard with the benefits of purchasing all natural pasture-raised beef from his website.
The new Wallace Family Meats website features a blog to cater to these prospects. By continually publishing beef recipes, product news and ranch history to his blog, he’ll “beef up” his website with fresh content and new pages. Google loves this and shows regularly updated websites love by serving their pages more frequently in related searches. Every new post is another “door” online prospects can use to get into Frank’s website. So when they’re online looking for all natural beef recipes, or even what life is like on a cattle ranch, they’ll see the posts published on the Wallace Family Meats blog. A well-written post or fabulous recipe can leave a lasting impression on these types of prospects that will hopefully contribute to their decision-making down the road when they’re ready to buy beef online.
Does your site lack a WooCommerce Shopping Cart and the traffic to use it, or do you just need a site in general? Contact the team at MayeCreate Design. We believe websites work when good design meets solid functionality. Our web designs always aim for ease of use and clear communication. Check out our portfolio for a look at our other projects and to get your pride on…today.
Katie is the Online Marketing Manager at MayeCreate Design. A true people person and creative at heart, she’s the “Jane” of All Trades around the office and enjoys having her hands in ALL of the cookie jars. Her responsibilities and experience include content development for websites and social media, blogging, general website maintenance, graphic design, project management, bookkeeping, office management and customer service. As a wife, mom, identical twin, karaoke singer and rock climber, she’s seen the world from many perspectives and thrives to bring an open mind and clear vision to her position here at MayeCreate.