What’s changing faster, agriculture technology or agriculture marketing and advertising? Whichever way you lean, the speed of change has to be met head-on with the latest thinking, technologies, techniques and tactics. Agriculture marketing companies must be adaptive in delivering their service, because state-of-the-art agricultural equipment and software are constantly—and rapidly—evolving. The barrage of iterative improvements and entirely new products creates a wall of noise that those in agricultural and agribusiness, and the companies and advertising agencies marketing them, have to break through in strategic, effective and creative ways.
Complicating matters is a generational shift in how marketing is delivered, perceived and acted upon by customers. Younger decision makers are moving up in the ranks, while more established decision makers remain in leadership roles. Younger and older growers, suppliers and producers approach things differently, from marketing and advertising services and products to vetting business partners and navigating relationships. In marketing, the younger ones respond better to digital marketing, and the established ones react to tried-and-true agriculture advertising agency techniques such as product marketing. How do you get one customer’s attention without alienating the other? Targeting both is a balancing act, but it’s also quite doable with the right Ag marketing company strategy, tactics and execution in place.
Quality and customer service are table stakes when it comes to agriculture, but that doesn’t make them good for marketing. The same goes for words like ‘better’ and ‘unique.’ Your product or service may be all those things, but to some ears that just sounds cliché or, worse yet, like so much insincere marketing jargon.
What sets you apart is the story you tell about those products and services. Your brand story is powerful and uniquely, wonderfully yours, and it has its own built-in set of storytellers—your employees. When done well those storytellers include your customers, too. Don’t just tell them to believe, give them a reason to believe. Appeal to their senses and emotions in addition to their intellect.
A strong brand built upon an equally strong value proposition—with a story to match—helps you, your employees and your customers clearly communicate your company’s strengths to their peers and business partners. That generates more leads and helps convert those browsing or considering your products and services into lifelong customers. Today’s consumers—B2B and B2C alike—prize authenticity.
Positive word-of-mouth is still a strong B2B marketing tool with considerable advantages. Make it easy for people to articulate the benefits of your agricultural products and services with a solid value proposition, relevant messaging and engaging content that brings your vision and strategy to life. Make your B2B marketing and advertising investment count.
