You’re one of the most important links in the chain between farmers and the general population.
If not for you, farmers won’t be able to offer their services and the general population will see a decline in food supply, which many of them don’t know does not come from a supermarket.
So how do you draw the attention of more farmers to do business with you?
Are you missing out on clients?
Is your business focusing heavily on social media marketing?
Perhaps you’ve been convinced that Facebook, Instagram, Twitter and Pinterest are the future and therefore require all the resources you can muster.
So you post your products to your Facebook page regularly and you keep an eye on likes and shares like a Karoo boer eyeing the horizon for rain.
And you get your likes and shares. Some of your content is regularly shared and people comment on it and ask about it.
You’re happy. It seems your social media marketing efforts are bearing fruit.
Perhaps you also have a website for your agri business.
But it’s not really useful. It sits there with your contact details, maybe a map of your location and a welcome message.
But you’ve never considered using it for marketing.
But what if you could have a website that acts as the central hub for your marketing efforts and allows you to connect with three channels without extra effort?
What can an agribusiness do with a website?
An agri business website should contain the obvious information like contact details. If you have many branches throughout South Africa you should have contact details for all branches on your website.
Your website should contain an about page with your company’s proud heritage as well as current leadership.
But with a great agri website you can do so much more.
If you set up your website correctly you can market to farmers in different areas of specialisation.
You can target grain farmers, dairy farmers, livestock farmers, wine farmers, sugar cane farmers; any farmer who requires your products and services.
And the beauty of having a great website is that you can shape the message to your recipient.
You don’t want to try and sell the Fendt 1000 Vario (a monster of a tractor!) to a one man sheep farmer. Your targeting would be completely off and you won’t make a single sale.
But if you set up your website correctly you can send the right message to the right farmer at the right time.
What’s more, if you use your website correctly you’ll receive traffic for years to come, whereas if you focus solely on social media like Facebook your marketing will disappear like rain in the Eastern Cape.
One of the best ways to ensure you don’t waste time on marketing is to automate.
If you opt for the automatic sharing option you don’t have to share any news, products or events to your Facebook business page. You also don’t have to create email newsletters manually.
All you do is keep adding great content to your website.
Have a new product for wine farmers? Add some details about this amazing product, maybe even write a whole series of articles about it, post it to your website and don’t stress about having to share.
There’s hardly a better way to reach farmers than through email.
That’s because farmers mostly go onto Facebook to ontspan.
Facebook is like a pub. People go there to laugh at memes and moan along with others about the current political situation and how bad loadshedding is.
It’s not the ideal place to interrupt people with a sales pitch.
But if a farmer gives you their email address they’re committing to hear from you whenever you have something worthy to say.
They’d like to be informed when you add a new tractor to your lineup or when you stock a new type of seed.
Should you opt for the email newsletter setup I create you an email newsletter to which you may start with up to 500 subscribers.
I add a signup form to your website to make it easy for website visitors to sign up for your newsletter. Their details are immediately added to your newsletter system and when you add new content to the website it’s shared with them.
Of course, it needs to be legal, so they’re welcome to unsubscribe from your newsletter whenever they wish.
Search engine marketing
Google is a fantastic source of website traffic.
Here are some of the searches farmers perform in the agri niche:
- buy tractor south africa
- tractors for sale in south africa gumtree
- tractors for sale at low prices
- new tractor price list in south africa
- tractors for sale junkmail
- tractors for sale olx
- tractors for sale in pretoria
- tractors for sale in limpopo
- tractors for sale in kzn
- buy maize seeds
- where can i buy maize seeds
- white maize seeds price
- grain depot
- irrigation solutions for farming
- drip irrigation cost per hectare south africa
- drip irrigation kit for 1 hectare south africa
- drip irrigation system
- irrigation systems
Those are just some of the searches. There are myriads more.
You might think, “what have we to do with Gumtree?”
But don’t miss the opportunity for traffic in these search terms.
You don’t have to be Gumtree to speak of Gumtree.
In fact, you could write a series of articles about the pitfalls of buying a tractor or a plaas bakkie on Gumtree.
If you do it well you’ll draw valuable traffic to your website and set yourself up as someone who cares for farmers.
And if you balk at the idea of creating content because you consider it a daunting task, get me to do it for you.
I’ll help you create an expert content strategy aimed at the different markets within your niche, and add content to your website according to the strategy.
This ensures your content will not only look professional, but follow a logical structure designed to inform the right people at the right time.
And it’ll impress Google too, who will reward your effort with better rankings.
Learn more about my content marketing service.
Social media marketing
If you’re relying on free social media marketing techniques to make more sales you’re wasting precious time.
The return on investment for free social media marketing is abysmally low.
That’s because social media is an advertising game and those who pay most get best placement.
The problem is, you’re at the mercy of these social media giants.
If they decide you’re not paying enough they push up their prices and you have to keep coughing.
I’m not suggesting you ignore social media; I’m suggesting you put it into perspective.
And I also want to suggest you automate it.
If you choose the automated sharing option your latest products and news items are shared to your Facebook page and Twitter account.
That way you’re not ignoring social media, you’re just not spending all your time on it.
I also suggest you use social media in a way that excludes social media.
Let me explain…
Many people simply post their products or news to their Facebook page.
This works. Sometimes.
They get immediate comments asking for more details.
Long term, however, those posts mean nothing.
And in the farming industry you can’t sell a tractor or farming implements with a Facebook post.
A much better approach would be to create dedicated landing pages on your website showcasing the specific vehicle or implement you want farmers to buy, then launching paid social media ad campaigns around that landing page.
The paid social media ad campaigns must draw people off social media to your website.
That way you’ve got their full attention and you don’t have to battle funny memes and other ads.
An agribusiness using Yahoo or Gmail email accounts looks like a farmer trying to harvest using a bicycle. It’s just not professional.
With my web design package you can set up as many email addresses as you wish, your hosting package size being the only limit.
How do you know what website visitors do on your site and which searches brought them there?
Your agri website comes with Google Analytics which lets you see these important metrics.
But should you wish, you can opt for a weekly report that emails you these details.
Your website also contains a search function that records what people who use it search for.
It’s a great way to stay abreast of market expectations.
In other words, if you’re focusing your marketing on trying to move more new tractors, but you notice an uptick in farmers searching for secondhand tractors or tractor tyres, you could adjust your marketing strategy to align with the market.
Your agri website will look great on any size screen.
You don’t want to frustrate farmers by forcing them to pinch and zoom to see your content.
For the entry-level package you won’t pay the earth. It certainly won’t cost the price of this over-the-top expensive personal tool, despite all of the functionality that comes with it.
I keep my prices competitive because I believe there’s no reason to milk companies.
But can you put a price on more leads? In other words, it doesn’t matter what you pay, as long as it does what it’s supposed to do, wouldn’t you agree?
You could keep using ephemeral social media marketing tactics to sell more agri goods. You’ll get your sales.
You might even be happy with a static website that sits there and doesn’t do much other than look pretty.
Or you could opt for a marketing package that helps you reach more people from a single point.
Book a consultation to see how I can help your agribusiness grow by putting intelligent online marketing in place.