We’ve all heard the old saying — if it ain’t broke, don’t fix it — and many ag marketers apply this mindset to their strategy. But what works today might not get you far tomorrow. Playing it safe can seem like the most viable option in the ag space, but the truth is: if you want to stay ahead, you have to learn how to evolve.
Why Ag Marketers Stick to What They Know
Agricultural marketing has a history of being rooted in tradition, causing many marketers to play it safe, sticking to tried and true tactics to reach the same loyal audience year after year. But staying in your comfort zone can quietly stall growth. Here’s why that happens:
- Fear of Wasting Budget: Experimentation feels risky when you’re accountable for ROI. It’s understandable — new tactics come with uncertainty. But repeating the same campaigns can actually decrease returns as audiences grow accustomed to them. Creative refreshes have the potential to increase ad performance when executed correctly.
- Lack of Awareness: Sometimes, change isn’t an issue; it’s where to begin. Without exploring new platforms or trends, marketers can fall into an echo chamber. Looking beyond your current market can uncover fresh audiences and opportunities for growth.
- Loyalty to Tradition: The ag industry thrives on tradition, which can make stepping outside of it feel risky. But this isn’t always the case; consumer preferences are changing, and their new desires are reshaping how they interact with brands.
Why Broader Mix is Key
Your current playbook might help retain your core customers, but a narrow focus limits future opportunities. Expanding your mix — across platforms, formats, and audiences — creates more touchpoints for discovery and conversion. So you can retain the same core customers that have been by your side for decades, while also welcoming in new leads from a broader demographic.
Approach Social Media Differently
No matter what your goals are, every brand should have an online presence. Social media provides intrinsic value to agricultural companies by giving them the opportunity to connect directly with customers. This, in turn, strengthens the relationship, increasing trust and loyalty. But an effective social strategy requires more than posting a couple of times a week. It requires consistency, creativity, and clear intent.
Prioritize Vertical Video
With the rise of TikTok, Instagram Reels, and YouTube Shorts, vertical video is dominating the social media space right now. This format feels more authentic and allows brands to communicate useful information in a quick and digestible format.
Video content could include:
- Showcase equipment demos or tutorials
- Share behind-the-scenes footage
- Host Q&A sessions
- Feature customer success stories
Brand Storytelling
Farmers and ag enthusiasts show loyalty to brands they can trust — and they can’t trust a business they know nothing about. Use your social channels to tell your brand’s story, giving your customer base a look into who you are. Rich storytelling can look like highlighting dealership staff and loyal customers, showcasing day-to-day tasks, or creating educational content that reinforces your authority while still establishing connection.
Community Engagement
An effective social strategy calls for more than just content production; you must actually engage with your audience as well. Organic social media is a tool to create community, not to chase leads. There should be a two-way conversation between you and your audience. Encourage feedback and create opportunities for audience engagement.
This could look like:
- Creating polls
- Community Facebook and LinkedIn groups
- Live Q&As
- Customer Giveaways
- Recognizing Top Contributors
Strategic Partnerships
Influencer marketing has taken off in the last few years, but to really see results, it’s essential to work with partners whose values and expertise resonate with your audience. Consider partnering with credible experts in your field, like farmers, agri-scientist experts, business owners, or other personalities with a substantial following that can amplify your voice and credibility.
Personalized Email Marketing and Automation
Email marketing is one of the best methods to increase your ROI, but without the right messaging, it can be easy for your emails to get tossed in the trash bin. Personalization is what sets it apart. With the help of AI-powered tools and CRM automation, you can tailor messages to every stage of the customer journey — from lead nurturing to repeat purchases. Chatbots, segmentation tools, and automated follow-ups help you save time and strengthen relationships.
E-Commerce
There was a time when every purchase required a trip to the dealership, but that time is no more. E-commerce platforms and online marketplaces give customers the convenience of ordering directly from your website. Offering online parts ordering, service scheduling, or merchandise sales opens the door for new streams of revenue and builds loyalty.
Plus, online sales give you access to valuable first-party data, allowing for better retargeting and an enhanced online experience to drive repeat business.
SEO and Content Marketing
While AI-driven search is changing how people find information, the fundamentals of SEO still hold strong. Educational content like product explainers, FAQs, and how-to guides is highly valuable for ag brands. While the approach might be different, well-researched, expertly crafted content can still increase your brand’s visibility and authority with the right strategy.
Across all industries, consumer behavior is shifting — and the ag industry is no different. Creating strategies from the same old playbook your company has been using for years might not get you very far tomorrow. No need to fear, it’s just time for innovation. At Root+Beta, we help ag businesses push past their comfortable playbook and identify the tactics that actually work for your brand. Whether it’s testing new creative, experimenting with social formats, or optimizing your digital funnel, we’ll help you find what actually moves the needle.
Let’s talk about what experimentation could look like for your business.
Email us at howdy@rootandbeta.com, give us a call at (501) 291-1642, or schedule a meeting with us today.