Following the dawn of avant-garde technology, consumers are surfing the internet, watching advertisements and purchasing online from the palm of their hands, with a few taps on their smartphones or other devices.
Industries from every sector are well aware of this, and know that if their brand isn`t also present within the cyberspace, they`ll have their work cut out for them, and must grind harder to achieve their goals.
Thus, digital marketing in tandem with the BAU (business as usual) is the way to go, be it in the form of dynamic interactive and attractive websites/apps, while featuring regularly on social media. This modern bombardment of publicity will make sure to entice new clients, while keeping existing ones engaged, ultimately boosting the organisation`s revenue in the process.
All this relates also for the agricultural industry, which similarly to other corporates, thrives to advertise and sell produce or services also virtually, continuously trying to attain and hold onto a relevant reach in their niche which, if it`s properly implemented, will hopefully and eventually leverage their trade.
Agricultural Industry – A Swift Gaze
To put things into perspective, and appreciate more the importance of the agriculture industry, let`s take India, which as a country is the second largest manufacturer of wheat, rice, cotton, sheep, sugarcane, fruits and vegetables in the world, while it places first globally in the production of pulses, spices and milk! These results earned India the title of a global agricultural powerhouse.
In India agriculture is still the primary source of income and serves as support for circa 58% of their population. Despite this, 70% of India`s poor live in rural areas, with their earnings directly linked to agriculture.
You might notice and come to conclude that these figures are contrasting, not making sense, which is sad but true. This is more shocking when we consider India`s value of exports running at around USD41.25 billion as at end of year 2021, apart from the ever increasing demand for goods in the Indian market. So, what can be done to improve the situation?
As seen also on Shark Tank India, several start-ups are trying to bridge the gap between farmers and consumers, by creating and providing apps and websites among other options, thus enabling them to sell directly to their clients omitting the various middle-men, who could be agents, wholesalers or brokers.
This is obviously fantastic news, and shows the influence of digital marketing. However, these starting ventures will most probably lack visibility and traction at first, therefore they need to be assisted by structured strategies.
How Does Digital Advertising Assist the Agriculture Industry?
In this sector, one of the standing barriers in this particular market is that it extends beyond an agricultural company`s geographical area, so connection with consumers is prime.
By applying digital marketing then agricultural businesses will:
- Be more insightful of their niche by identifying clients` demographics and profiles.
- Generate personalised messages and connect directly with consumers.
- Share information, updates and latest news about their produce, its harvest and availability in the market.
- Notice an increase in revenue through online campaigns or awareness programmes, led to sponsor products and services.
The above list shows that companies need to make sure they have the appropriate staff on-board, who are tech-savvy and keep themselves up-to-scratch with new developments in technology, especially in the cyberspace.
This is paramount in the agriculture industry, since we want to avoid a situation where there are limited resources to find clients beyond the immediate topographical zone, which could lead to the worst case scenario – ending up with surplus harvest rotting away, wasted, piling losses, due to lack of consumers!
Digital Marketing Strategies for Agriculture
It goes without saying then, that a strong digital marketing plan is a key tool with which a company can create its brand name and advertise it to a larger targeted audience.
On the other hand, if this is done poorly, it could retaliate and be detrimental for the business, resulting in a decline in sales and profits.
A company needs to implement its marketing strategy in a robust way which ideally enables them to switch from offline to online in the most seamless manner.
No one is saying that the good old cold calls and emails aren`t still valid, however the following are popular strategies which are commonly found and usually applied among organisations which opted for digital marketing.
One of the most straight forward options which come to mind, a website, which is also mobile friendly, displaying and representing all of your company`s background history, ideals, produce, machinery and/or services, while maintaining regular contact with visitors via emails or chatbox, reducing manpower costs.
An attractive design, and an interactive experience can do wonders to entice clients. Artificial Intelligence (AI) can further assist consumers in recalling products used/watched in the past, and in turn offering them similar products based on this knowledge.
Search Engine Optimization (SEO) is a crucial digital marketing strategy for companies operating in the agriculture industry. With the increasing use of the internet by consumers to research and purchase products, having a strong online presence is essential for any business.
SEO helps companies to improve their visibility and ranking on search engines, making it easier for potential customers to find their products and services. This is particularly important in the highly competitive agriculture industry, where companies are constantly vying for the attention of farmers, distributors, and retailers.
By investing in SEO, companies can attract more targeted traffic to their website, generate leads, and ultimately increase sales and revenue. Moreover, SEO is a cost-effective marketing strategy that provides long-term benefits, making it an indispensable tool for any company looking to stay ahead in the agriculture industry.
Engage your audience with a short video, which could feature say on your website`s home page, showcasing your rich proud history and what`s on offing.
4. Social Media
Who isn`t using this? Make your company presence felt constantly on the most popular platforms, like: Facebook, Instagram, TikTok, YouTube and the more business-related one LinkedIn.
We suggest to not be disheartened if your first marketing strategy doesn`t yield the desired results immediately. The demand for food products increases annually, thus it indicates a positive potential for growth for your business.
Our final recommendation is to invest in digital marketing, regularly monitor and evaluate data, and double down on what`s creating value.