From Traditional to Digital. Why Agribusinesses Can’t Ignore Marketing

12 Jul, 2023

In the heartland ground of Australia’s agribusiness sector, we’ve been honoured to partner with committed, down-to-earth leaders who steer remarkable agribusinesses—substantive contributors to our thriving agricultural industry.

Steeped in tradition and previously reliant on reputation and personal relationships, these businesses have found new vigour and competitive edge with strategic brand, marketing, and digital content initiatives.

Whilst reputation and word-of-mouth referrals retain their value, there’s an undeniable need to extend beyond traditional methods, especially when it comes to talent acquisition. Today’s generation seeks validation through digital and social proof, desiring to align with brands that reflect their values. 

Consider this: a top-notch candidate holds two job offers from different agribusinesses. Upon conducting personal research, they’re likely to lean towards the company with robust online ratings, compelling key messages, and an interactive online presence.

Yet, the influence of a strong marketing strategy doesn’t end there. The question agribusinesses face today is not “Why embark on marketing now?”, but instead, “Can you afford to ignore it?”.

We could wax lyrical about the importance of marketing in today’s fast-paced, digital-centric world, but for now, we’ll distil our thoughts into the top 7 considerations for agribusinesses:

1. Brand Visibility: In this digital era, most consumers initiate their buying journey online. Without an online presence, your agribusiness risks being invisible to potential customers actively seeking your products or services and can lead to a loss of market share.

2. Credibility and Trust: A professionally curated online brand significantly enhances a company’s perceived credibility. Engaging social media posts, positive online reviews, and a well-designed website are trust-builders, exemplified by Australian agribusinesses like ‘The Yield’.

3. Differentiation: Effective communication of your unique selling propositions helps distinguish you from your competitors. Highlighting these attributes across your marketing channels propels your business into the spotlight.

4. Attracting Talent: Prospective employees often assess a company’s online presence. They gravitate towards organisations that reflect their values and demonstrate a strong company culture. Hence, a compelling online brand can help draw the industry’s best talent.

5. Community Engagement: Successful marketing strategies go beyond selling products or services—they build and nurture communities, fostering a sense of belonging and loyalty through proactive audience engagement. By interacting with customers online, companies can gain valuable insights into their needs and preferences, which can inform future marketing efforts.

6. Customer Loyalty: Consistency in your presence and a value-driven approach, both online and offline, cultivate customer loyalty—a crucial component in the agribusiness sector, where success is built on enduring relationships.

7. Business Growth: In the long run, effective branding and marketing strategies fuel your overall business growth. By reaching a wider audience and retaining customers, you solidify your position in the market. Traditional marketing methods such as print ads, billboards, and radio commercials can be effective but may not be as targeted or cost-effective as digital marketing methods. With digital marketing, companies can target their audience with a high degree of precision, reaching the right customers at the right time.

Embracing marketing and branding isn’t just a modern trend; it’s a strategic move to future-proof your agribusiness and secure its place in the ever evolving landscape.