Just about every agribusiness focuses on and prioritizes paid advertising as part of their agribusiness marketing strategy. But have you considered how organic marketing can help you generate more leads?
There are a number of important benefits that come from organic channels:
- Spend less of your marketing budget
- Generate actively searching inbound leads
- Build long-term relationships with your audience
- Leverage search engine channels
- Boost your website traffic
When you focus your organic marketing efforts on specific groups of growers, using data to drive your content topics and help you nurture your inbound leads, you can build an effective and measurable lead gen engine without spending a single ad dollar.
Here are our tips for turning your organic marketing into an agribusiness lead gen channel.
Craft interesting content.
Whether you're trying to convert organic traffic from search engines, affiliate links, paid ad campaigns, social media, or direct visits to your website, one thing is constant: If you don't craft interesting content, you won't attract an audience.
Website content goes beyond just having an agriculture blog. It involves many aspects of your online presence:
- Your website, including pages describing your products and services
- Any downloadable content offers, including sales sheets
- Press releases
- Editorials and advertorials in trade publications
- Social media posts
All of these areas are opportunities for you to provide helpful, interesting information that will draw farmers to your website.
Make sure your value proposition is front and center. Speak to your farmers' pain and problems by offering information that's truly unique and helpful. Write compelling and descriptive headlines, and keep your copy clean and easy-to-understand.
But how do you know what your farmers are interested in? And how do you ensure that you're creating the right content for the kinds of farmers you want to attract?
This is where the buyer persona comes in. Personas are semi-fictional representations of your ideal customer, and can give you insight into how your farmers think and make decisions. Once you understand their decisioning, you can then craft content that speaks specifically to them.
Create stellar landing pages.
Once you've placed interesting and engaging content for your farmers to see, the next step is to turn those pageviews into actual leads.
To do this, you need landing pages.
There are lots of thoughts and opinions on what constitutes a "landing page" versus a standard webpage or content page. For the purposes of this post, let's use these definitions:
- Content pages, or standard web pages, have the primary goal of providing as much relevant information as possible to the users who view that page.
- Landing pages have the primary goal of converting users into leads, providing just enough information to do so.
It's possible for users to convert after viewing a content page, or learn more information about your products or services from a landing page, but the distinction is in the primary objective.
A landing page, then, should be optimized for the express purpose of converting visitors:
- Feature a bold, clear headline that hooks the user
- Place the conversion form above the fold
- Offer additional details below the fold, but keep it brief
- Use images to further illustrate what you have to offer
- Remove your navigation menu to drive users to complete the form
And, of course, the most important thing: your landing page should feature a compelling reason for the user to convert.
For an active buyer, a "Contact Us" form would be a good fit. But not every farmer who visits your website is an active buyer.
In those cases, offering another compelling offer, like a downloadable piece of content or a newsletter subscription, could be enough for them to opt-in to communications from your business. From there, you can follow up with additional marketing messages and push them further down the funnel.
Shorten your forms.
According to some research from online marketing expert QuickSprout, limiting your form fields to just three fields can almost guarantee a conversion rate of 25 percent.
If you think about it, this makes sense. In terms of inertia, it makes the task of filling out the form seem easier, meaning the user is more likely to do it. In terms of data privacy, the less information you ask for on a form, the more likely a farmer will fill it out.
So if you want to attract the maximum number of leads possible, consider shortening your forms.
(By the way, this principle applies not just to organic lead gen, but to your paid campaigns as well.)
But how will you know whether a farmer who converts on a form is an actual lead for your business without information on crops, fields, acres, etc.? After all, you'll need that information to understand the full picture of the grower and their operation.
We'll cover that in the next section.
Integrate third-party data.
If you have a conversion form with three fields, you're barely scratching the surface of the data, information, and insights that can help you not only qualify a farmer lead, but convert them into a customer.
That's where third-party data comes in.
Picture this: a farmer fills out a conversion form providing their name, email, and mailing address. From there, you can match that record to other grower information -- crops, acres, field boundaries, grain bins, irrigation, soil data, and much more -- from a third-party source (like Farm Market iD).
In this case, you get the best of both worlds: increased conversions from a shorter lead gen form, and all the information and insights you need to effectively market and sell to this farmer.
Does that sound too good to be true?
We actually make that type of seamless integration possible with our Application Programming Interface (API).
In short, an API is a tool that enables communication between one program and another. It quite literally enables two computers to talk to each other.
In this case, the two systems would be your company's CRM and the Farm Market iD database. If your developers have properly set up our API calls within your system, you can quickly and easily retrieve any information from our database you need to provide full context on your farmer leads.
Some the data we provide through the Farm Market iD API are:
- Grower details
- Land and field boundary details
- Crop data by planting year
- Grain bin details
- Geospatial data
- Irrigation data
- Persona data
- And much more
Below is a video from a presentation we gave at the American Seed Trade Association (ASTA) CSS & Seed Expo 2020 where we walked through how the API works.
When you combine solid content, optimized pages and forms, compelling conversion offers, and integrated third-party data, you have all the tools you need to implement a powerful agribusiness lead gen campaign.
This is what makes the difference between a brand awareness campaign with no measurable success or failure, and an effective and measurable lead generation campaign that brings in revenue for your agribusiness.
For more information on how the Farm Market iD API can help you integrate farm and farmer data into your agriculture marketing campaigns, click here.