Digital technology is today’s prominent driver of economic growth. Many business sectors have been making good use of it to deliver value to customers, including the agricultural sector.

However, it’s still the least digitized industry when it comes to digital marketing technology. Research has found that successfully adopting digital agromarketing can significantly improve marketing capabilities.

What is Digital Agromarketing?

Digital agromarketing is basically digital marketing in the agricultural sector, specifically agribusiness.

It encompasses all digital marketing strategies, such as public and commercial relations, advertising, and communication, that agricultural companies carry out in digital media to improve their online presence and customer attraction.

Tools used to implement digital agromarketing include the following:

1. Search engine optimization (SEO) - Agribusinesses with websites or content blogs are recommended to consider the positioning in search engines, especially Google. This can be achieved through SEO, where companies have to implement keywords that their target audience generally searches online, improve their website load time, and improve customer experience.

This can be done by the companies alone or with the help of SEO companies. When seeking professional help, opting for local SEO is advised. For example, if the business is headquartered in Australia, tap into the Gorilla 360 website. Local SEO firms can drive potential customers to a company’s site and improve conversion rates more than companies outside the area.

2. Social networks - An agribusiness’s SEO strategy can be strengthened even more when they have a presence in at least one social network. The top five social media platforms as of August 2023 were Facebook, Instagram, Twitter, WhatsApp, and TikTok. Being visible on these platforms is advisable as they’re indispensable parts of digital channels.

3. Email marketing - This tool is recommended if an agribusiness has a good customer base. It’s often used to offer customer base promotions, inform them about highly relevant topics of the company’s products or services, and reach new customers (e.g., through recommendations) without generating message saturation (i.e., information overload).

4. Video platforms - This tool or type of content is one of the ways to get close to the audiences related to agriculture. Agricultural products or services are best understood and enjoyed when you see them. They’re also engaging and can deliver messages to the target audience more vividly, which can help improve brand exposure and, in turn, generate more leads and increase sales.

Importance of Digital Agromarketing

Digital agromarketing is important in agribusiness not only because it helps connect with customers and capture their attention. Besides developing brand strategies and improving the visibility of products and services, it also contributes to saving costs and expanding into international markets. Overall, it doesn’t only help grow an agribusiness but also scale it.

Benefits of Digital Agromarketing

In this information age, companies, including agribusinesses, are expected to have digital tools or solutions ready to achieve the same impact and notoriety. Using them at their disposal enables them to compete at the level of large companies.

Additionally, here are the other benefits of digital agromarketing:

1. Cost-Effective but More Profitable - Agromarketing involves a much lower investment than conventional marketing channels, such as print or broadcast media. Digital marketing strategies like email campaigns, website content, and social media interactions and posts cost nearly nothing to produce.

2. Faster Sales - Digital marketing strategies can be done in real time. This is an optimal strategy to maintain the best ROI and a faster way to generate sales.

3. Audience segmentation - This marketing strategy identifies subgroups within the target audience. Doing so helps companies deliver more tailored messaging based on the subgroups’ interests, socio-demographic data, and behaviors, which can help build stronger connections.

4. More flexible - As mentioned earlier, audience segmentation enables companies to change their messaging as needed and preferred more quickly and usually with no costs involved.

5. Greater customer interaction - Thanks to the Internet, the agricultural sector can maintain two-way communication with its target audience, boosting their interaction and customer experience.

Digital Agromarketing Strategies

Digital agromarketing should consist of an accumulation of digital solutions to reach objectives and goals within the agricultural sector. Apart from SEO mentioned earlier, here are other digital marketing strategies to use to improve an agribusiness’s online presence:

1. Agromarketing on Social Media - Focus on delivering the company’s primary purpose, whether farmer support, climate change, or planting trees.

2. Invite Social Media Influencers - Influencers fit with any brand’s purpose as they’re meant to influence their followers’ decisions, so tapping into them is an excellent way to reach the target audience.

3. Storytelling - Be artistic and creative when storytelling to trigger empathy and emotional connection with the target audience, but don’t lie. Add value, stray away from plain publicity to stand out from congested markets, and stay transparent to build trust.

Final Thoughts

Digital agromarketing can bring a lot of opportunities and growth to agribusinesses. It’s safe to say that it’s the key to every business and industry’s survival and success since it’s the only way to adapt to today’s ever-changing digital era.