Ag Marketing, AgTech

Social Media Marketing Must Haves for Ag Businesses

Gate 39 Media Staff

Are you embracing social media marketing in your Ag business? How often have you heard the phrase, “It’s not what you say, but how you say it?”   

In today’s technology-driven landscape, that ethos is more important than ever. Especially since technology has changed how we communicate by including a wide range of communication platforms. How you message on social media is just as important as what you message.  

According to Statista, approximately 3.78 billion social media users or 48% of the global population.

With platforms like Facebook, Instagram, Snapchat, TikTok, Pinterest, LinkedIn, and AgFuse the importance of social media marketing and social networking for Ag businesses is becoming undeniable. As a result, social media has become an increasingly viable form of content marketing for all businesses. 

Facebook still leads the pack, with 69% of U.S. adults using the platform, followed by Instagram at 40% and LinkedIn at 28%.  

How you deliver your message impacts how quickly (or even if) you catch a consumer’s attention before they continue scrolling. Creating a social media strategy for your Ag business is critical to targeting and engaging your ideal buyer persona and potential customers. 

Use these five small business social media marketing ideas to establish communication objectives and marketing strategies for your ag business that will resonate with your target audience. 

1 Personalize It  

Technology makes it possible to reach more people than ever before. For example, mass streamlined messages are an efficient way for your business to communicate with large groups of targeted audience members.  

Still, consumers want to feel as if you created the content just for them. So if your audience can relate or “see themselves” in what you’re sharing, there’s an increased chance they’ll respond.  

Connect with customers personally by using words and images that showcase a shared lifestyle, value, belief, or curiosity to learn more in your blog posts and brand communications strategy.  

One example is the Pennsylvania dairy, Whoa Nellie. The farmers couldn’t bear to dump usable milk when the pandemic first hit. It was about limiting waste and protecting their revenue simultaneously.  

The husband-wife team leveraged their social media account to share their aversion to squandering perfect products with their target market. An introductory post explained the situation. The farm had a small on-site processing and distribution model before the pandemic and explained they would be running it around the clock.   

A day later, they arrived at the farm market to find a line of people down the road waiting to buy. The couple continues to leverage and evolve their messaging on social platforms to sustain the initial interest.  

2 Pull Back the Curtain  

It’s human nature to be curious. If the rise in reality television throughout the years is proof positive that people are interested in learning about the people and processes behind the scenes.  

Ag businesses can nurture a human connection by sharing stories about the people who create their products and support them.  

Try developing key messages in your social media posts that explain a person’s role in daily operations, their journey to their current role, and how it influences the final product.   

Sprinkle educational tidbits and interesting anecdotes into your messaging. People appreciate the benefits of learning something new without feeling pressured to buy.  

Allowing consumers to feel like they “got something” from your content amplifies your message’s organic reach. In addition, the more valuable the information, the more likely a consumer will share it with their family and friends boosting your initial efforts.  

3 Connect with Influencers  

Celebrities, subject matter experts, and individuals who affect others’ purchasing decisions have long been part of advertising and marketing campaigns. Social media channels have entrenched the role of highly visible individuals within a brand messaging strategy.  

By connecting with influencers on social media, you can greatly impact your reach on social media.  

For years, marketing gurus have extolled “the money is in the list” virtues and encouraged their audience to network with other businesses that have robust customer lists that you can partner with to advertise.  

For example, let’s say you sell brownies, and your friend runs a business selling chocolate milk. Your friend has a list of thousands of customers who love chocolate milk and will most likely also love brownies with their milk. Your businesses share a symmetry and similar customer profile. 

If that business has a successful relationship with their customers, those customers will see that business owner as an authority and accept their recommendation of your product. 

By forming a partnership with another business whose product is complementary to yours, you can effectively double your database of customers through a podcast, text, email, direct mail, or social media campaign.  

The same principle applies to partnerships with social media influencers.  

Establish effective communications, guidelines, and expectations of how the relationship will work to avoid miscommunication upfront. For example, some influencers agree to exchange mentions for products or services, and others expect payment— with larger companies sometimes paying an influencer six figures to promote a brand or product publicly.  

Know the influencers in your space and follow their conversations. They may even call out your company on social media.  

For example, when Burger King’s #CowsMenu ad campaign was released, influencer Farm Babe launched into action. She tweeted, “@BurgerKing has officially made the WORST restaurant anti-science, anti-farmer marketing I’ve seen in a while.”  

She received an invitation for a virtual conversation with the chief marketing officer and asked him to visit her farm. He agreed and influenced the narrative of Burger King’s messaging.  

4 Connect to a Purpose  

Consumers are increasingly interested in how the brands they buy from are taking and acting on issues linked to sustainability, social injustice, and philanthropy efforts.  

A company’s position or actions influence business decisions.  

Increasingly, customers are making purchases based on their values, as highlighted by a 2021 Survey Monkey poll. The survey revealed that 78% of consumers say they made a purchase based on values in the past year, and 55% say they are much more likely to purchase from a company that shares their values.  

Incorporating your core values relating to social issues into your marketing communications strategy can go a long way in fostering brand loyalty.  

5 Give Them Something to Talk About  

You’ve likely had that “why didn’t I think of that” moment when you see another Ag business’ post spark interaction with their audience. That often starts with creating a post that gives them something to talk about and share.  

A single hashtag may not seem like it will have a significant impact, but it can cause a campaign to “go viral” and get your message out to a broader audience.  

One example: The Skimm media company initiated #showusyourleave. Hundreds of brands responded by transparently sharing their paid family leave benefits.   

Focus On What You Do Well  

Some ag business owners thrive on planning, creating, and posting messages for their audiences. If this is you—keep sharing what’s working. On the other hand, consider outsourcing if you dread this task and do not have staff resources to pitch in.  

Consistency is an essential element of any brand messaging plan. With the volume of messages online and dwindling consumer attention —sharing and sharing often—places your ag business top of mind. 

Discover how Gate 39 Media supports agribusiness clients through inbound marketing and custom agricultural technology solutions.  

Contact Gate 39 Media or set up a call to learn more.  

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