The inbound marketing strategy applied to agribusiness

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For some time now, communication strategists have understood that content marketing has become a way to make life easier for sales teams in any and all market segments . Agribusiness is a more conservative sector and so it took a little longer to embrace the “new marketing”.

The profile of professionals working in agriculture and the agricultural sector in general has kept up with technological changes and is gradually opening their eyes to the importance of new ways of communicating . This is why Inbound Marketing has become a real solution, especially at this time when the migration to digital is in full swing.

Due to a lack of knowledge or perhaps contact with the positive results that digital marketing could provide, entrepreneurs in the agricultural sector resisted. From the moment that the possibility of measuring the return on investment was basically understood, doors and windows began to open.

Animal nutrition, input, seed and other companies now have a whatsapp names digital presence with the content marketing strategy; used in communication planning and Inbound Marketing.

Inbound is basically divided into 5 stages: attract, convert, relate, sell and analyze. To understand each stage in detail, click here .

Agribusiness Challenges in Digital Marketing
The first challenge for success for those who want to invest in Digital Marketing, more specifically in Inbound Marketing, is the same as in all other sectors, that is, understanding who your persona is; from there, you can map out the type of content they want to consume. Knowing this, the path tends to be more assertive.

Once you have a minimally consolidated digital presence, you can expand your relationship power by capturing leads. How? With rich content such as ebooks, infographics and others that will qualify your leads.

Bringing this into the reality of agriculture, events and fairs, when they happen again, can have their reach expanded with digital communication; when well structured, it allows measuring and outlining audience perspectives to better calculate investment, as well as establishing a relationship during and after the event.

The Inbound strategy works with content marketing distributed strategically across diverse and segmented channels, directing your communication, whether institutional, product or service-related. Attraction occurs, for example, through the dissemination of relevant topics that make the person searching for a certain topic on online search engines find the solution to what they were looking for on your website or blog, even if this is just information about optimizing inputs, natural resources or environmental legislation.

Content generates credibility, distribution increases visibility. In short, a large web of knowledge that generates authority and then, when the person decides to buy, they will certainly remember who fed them with relevant content.

It is already known that in the agricultural sector, the search for practical, objective content that presents solutions and real examples is certainly what will generate the most engagement. So let's look at the data we have here at the agency.

Success Stories
Anyone who is willing to enter the digital world should understand a little about the Inbound Marketing strategy, as it works in an integrated manner. Having a page and posting on social media can make you known in your city (if it is small), but if you really want to stand out , you need to do it right. In other words, expanding your knowledge and your concept of strategic communication and having professionals in the area for advice and support, whether in the internal marketing department or with an agency, will be essential!

One of our clients is celebrating 50 years in the market this year. He has been working in the wholesale fruit production market since the 1970s and came to us wanting to increase his digital presence, get to the first page of Google and maintain that position, all in an organic way. Oh! And he still needed to direct his communication to impact both the supplier and the end consumer. We accepted the challenge and, after a year of continuous work, we delivered a 1900% increase in organic traffic to the website and put it on the first page of Google!

Another client of the agency, this one in the animal nutrition segment, needed, among other things, to generate qualified leads and increase website visits. In less than a year, this client saw an increase of more than 55% in website visits and generated an average of 50 leads per month.