Tanner Winterhof's Guide to Maximising Influencer Marketing ROI: lessons from building Farm4Profit

How the Farm4Profit co-host transformed a banking background into agricultural media success through strategic influencer partnerships.

In the rapidly evolving world of digital marketing, few professionals have demonstrated the power of authentic influencer relationships quite like Tanner Winterhof. As co-host and founding member of the Farm4Profit podcast, Winterhof has built one of agriculture's most successful media brands—achieving over 500 episodes, 2+ million downloads, and 425,000+ online followers—all while never paying a single guest to appear on the show.

Winterhof's journey from agricultural banker to media entrepreneur offers valuable insights for companies struggling to maximise their influencer marketing investments. His unconventional approach challenges traditional marketing wisdom and provides a blueprint for building authentic, profitable creator partnerships.

The Banking Background That Shaped Winterhof's Marketing Philosophy

Tanner Winterhof's approach to influencer marketing stems from his 15-year career in agricultural banking. Growing up on a hog and row crop farm in northwest Iowa before earning a finance degree, Winterhof understood both the agricultural industry and business fundamentals. His banking experience taught him what he calls the "Banker on the Bench" philosophy—building relationships and providing value before asking for anything in return.

"I wanted to know who you are and how your business operates," Winterhof explains about his banking approach. "I don't care if you don't have a fit for me today. I want you to know who I am and what I can do for you, so you can put me on your bench if your starting pitcher blows out his elbow."

This relationship-first mentality became the foundation for how Winterhof would later approach podcast guests and brand partnerships. Rather than focusing on immediate transactions, he invested time in understanding people's stories, challenges, and goals.

From Conferences to Podcasts: The Farm4Profit Evolution

Winterhof's media journey began in 2014 with the Ames Ag Summit, a conference designed to help him build relationships with potential banking clients. The event grew from 45 attendees in its first year to over 400 by its fourth year, demonstrating Winterhof's ability to create valuable experiences that attracted agricultural professionals.

In 2019, recognizing the scalability limitations of live events, Winterhof transitioned to podcasting. Launching Farm4Profit with co-host Dave Whitaker, the show initially followed a traditional interview format focused on agricultural finance and business management topics.

The breakthrough came in 2020 when Corey Hillebo joined as co-host and challenged Winterhof's approach. "Your content's good, but your delivery sucks," Hillebo told him after his first recording. This honest feedback led to a format change that prioritised authentic conversation over formal presentations, immediately doubling their audience with each episode.

Tanner Winterhof's Six Strategies for Influencer Marketing Success

Through his experience with over 500 podcast guests and numerous brand partnerships, Winterhof has developed six core strategies that companies can use to maximise their influencer marketing ROI:

1. Building Authentic Relationships

Winterhof emphasizes investing time in understanding creators before discussing partnerships. For each Farm4Profit guest, his team conducts deep research into their background, farm operation, and family history. "Once we have this information compiled and our guests are aware of these notes, they instantly feel valued," Winterhof explains.

2. Extended Partnerships Over One-Off Campaigns

Rather than short-term sponsored posts, Winterhof advocates for longer-term relationships. "In agriculture, if you want me to demo your tillage tool for a day, I need to stop, unhook my tractor, learn your settings—it's disruptive," he notes. "But if we plan it from the beginning of the season, I can run it for weeks and create authentic content about the real experience."

3. Providing Exclusive Access

Winterhof has seen the power of giving creators unique experiences to share with their audiences. John Deere provided Farm4Profit with behind-the-scenes access to product releases at Commodity Classic, creating content that felt exclusive and generated significant engagement.

4. Red Carpet Treatment

The most successful partnerships in Winterhof's experience involve treating creators like VIPs. He cites US Sugar's approach as exemplary—flying multiple agricultural influencers to Florida for a comprehensive two-day experience that included airport pickup, exclusive tours, and networking opportunities.

"They got more than what we agreed to," Winterhof recalls. "Extra social posts, extra podcast episodes, press releases picked up by nearly 300 publications."

5. Streamlined Communication

Winterhof advocates for giving creators direct access to decision-makers. "There's nothing worse than having a partner come to us without clear guidelines, then having to wait for layers of approval," he explains. Successful partnerships require clear expectations upfront and efficient approval processes.

6. Embracing Authenticity

Perhaps most importantly, Winterhof emphasises being genuine in all interactions. "Everyone buys things from people they like," he notes. "Influencers will do more for and come back to people they like. Be real and understanding."

The Unconventional Success of Farm4Profit's Monetisation

One of Winterhof's most talked-about partnerships demonstrates how authenticity can trump big budgets. When Busch Light wanted to collaborate during their corn can campaign, they offered no monetary compensation—just a "year's supply" of beer, which turned out to be two cases. Despite the minimal cost, this partnership generated more buzz and authentic engagement than many expensive campaigns.

"That partnership generated more buzz, content, and authentic engagement than campaigns that cost ten times more," Winterhof reflects. "Why? Because it felt real. It aligned with our audience."

This experience reinforced Winterhof's belief that successful influencer marketing isn't about the size of the budget but the authenticity of the relationship and alignment with audience values.

Lessons for Small Brands from Tanner Winterhof's Approach

Winterhof's strategies are particularly valuable for smaller companies competing against corporate giants. He advocates for focusing on niche micro-influencers rather than chasing follower counts, leveraging local connections, and offering unique experiences over cash payments.

"Small brands can compete by focusing on micro-influencers or niche influencers who have smaller but highly engaged audiences," Winterhof advises. "These influencers often have more authentic connections with their followers and may be more affordable to collaborate with."

His approach to user-generated content also provides opportunities for brands with limited budgets. By encouraging customers to create and share content featuring products, companies can leverage authentic testimonials without significant financial investment.

The Future of Influencer Marketing According to Tanner Winterhof

As Farm4Profit continues to grow—now operating from a custom studio in Slater, Iowa, with a team of 10—Winterhof remains focused on the fundamentals that built his success. He continues to emphasise relationships over transactions, authenticity over polish, and long-term value over short-term gains.

Winterhof offers consulting services to companies looking to improve their influencer marketing strategies, drawing from his unique perspective as both a content creator and someone who has worked extensively with brand partnerships. His approach demonstrates that successful influencer marketing isn't about having the biggest budget—it's about building genuine relationships and creating mutual value.

For companies struggling to see returns from their influencer marketing investments, Tanner Winterhof's Farm4Profit journey offers a different path forward. By prioritising authenticity, building real relationships, and focusing on long-term partnerships, brands can achieve better results while often spending less money.

As Winterhof puts it, "The companies that treat influencers as partners rather than billboards are the ones that win."

Tanner Winterhof offers 30-minute consultations for companies looking to improve their influencer marketing strategies. Contact him at tanner@farm4profit.com or learn more about Farm4Profit at farm4profit.com.