Marketing in Agribusiness

“Once in your life you need a doctor, a lawyer, a policeman, a preacher, but every day, three times a day, you need a farmer.” - CropLife

While the average age of farmers is on the rise across the U.S., there is a new, unique generation in the works preparing to take over “America’s Breadbasket”.

At present, the seasoned farmer (65+) far outweighs the younger (35 and younger) six to one. What does this new generation of farmers bring to the table? Technology.

An overlooked avenue, in our opinion, is how the agricultural industry is marketed. “Old school” farmers are often conveyed as “stuck in their ways” and only respondent to print media. However, agriculture just might be one of the most adaptable industries out there.

So why shouldn’t marketing in the ag industry be just as adaptable?

Believe it or not, the modern-day farmer utilizes the internet and technology just like everyone else. Social media sites, email, search engines. Farmers and the ag industry are on the internet.

Moreover, the Millennial generation preparing to take over family farms is the first generation to grow up with the internet. This should be a key indicator that marketing to your agricultural audience online is extremely, extremely important.

If farmers are your audience, here are two great ways our digital marketing experts can reach them!

Email marketing

Nearly ninety percent of farmers own a smartphone and seventy-five percent of them check email on the mobile device.

If this doesn’t scream email marketing campaign, we don’t know what does! By creating and implementing a responsive email campaign you can directly reach and maintain the relationships you have with your valued customers. Email marketing works great for seed, fertilizer, livestock and equipment sales!

Social media management

As trendsetting as millennial farmers are when it comes to social media, the older generation of farmers also utilize it!

Nearly forty-six percent of U.S. farmers use Facebook. That’s nearly 1.5 million farmers. The most popular social platform for farmers? YouTube. Almost fifty-one percent of farmers in the U.S. use YouTube.

At the end of the day, platforms like Facebook are community builders, just as farming is. If you’re in the agricultural business, being present on social platforms like Facebook is the perfect way to connect and build relationships.

Facebook also poses excellent advertising opportunities that can be targeted to your audience based on interests and time of year at affordable costs.

Businesses working in the agricultural, machinery and farming industry should deeply consider investing in digital marketing this year!

By the way...did you know we have experience in ag marketing?