If you’re in charge of marketing a business in the agriculture industry, it can often be difficult to decide how you should market your company. There are commercials (on TV and radio), billboards, print ads, and multiple other ways you can try to position your business. However, a little known secret in the ag industry is this: inbound marketing.
Inbound marketing, as defined by HubSpot, “is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media.”
Inbound marketing in your industry allows you to address the problems and needs of your customers and position your business as a thought leader and attract qualified prospects into your sales funnel.
Inbound and Agriculture
While what we talked about above sounds great, it can’t come to fruition without a detailed strategy and execution. What exactly should an inbound marketing strategy look like in your industry?
Who is your audience?
The first part of your strategy is to be as detailed as possible in who your target audience is. With inbound marketing, these are called your buyer personas. Your personas are created by:
- Collecting demographic and background information that is important for your marketing team to know
- Interviewing current customers to determine why they became a customer of your business
- Defining what your audience’s pain points are
- Factoring in the goals of your audience
- Determining why people don’t become customers of your business
- Analyzing all of the data you’ve previously collected
After collecting and analyzing all of the data, you’re able to create a detailed persona that your team can use when creating content.
The Inbound Methodology
The inbound marketing methodology provides a formula for your business to turn strangers into promoters of your company. The methodology looks like this:
Attract - This is the phase in which your try to attract your peronas to your website with relevant content that helps them solve their pain points. Ways to attract your audience are:
Convert - After attracting visitors to your website, the next step is to convert them into leads by offering them a valuable piece of content in exchange for their contact information. Ways to convert your audience into leads are:
- eBooks/white papers
- Case studies
Close - The next step is to close your leads and transform them into customers. You can do this with:
Delight - Don’t fall into the trap of forgetting about your current customers after they purchase from you. They can become champions and promoters of your business. Ways to delight your customers:
- Exceptional service
- Conduct surveys
- Highlight their successes
Inbound marketing can be a powerful tool in the agriculture industry, but it’s not something that can be thrown together overnight and be successful. It takes a detailed strategy from your marketing and sales teams, but the dividends can be well worth it.