For ag companies that don’t sell direct to farmers, marketing is different than B2C or e-commerce companies. But that doesn’t mean targeted communications, data-driven audience building and digital marketing is irrelevant to you.
In fact, leveraging data to grow your business’ brand will make your branding initiatives more effective in achieving your long-term goals.
- “Success” isn’t quantifiable. You can’t know how many farmers are seeing your ads, and where they’re viewing them. Are they listening to the radio in the car or on an app? Where are they reading the magazine – and how much time do they spend looking at your ad?
- You may be spending so much on audience marketing that you don’t have the wiggle room to invest in and experiment with other channels – even if those channels are going to be better at brand messaging and creating a positive ROI for your business.
Audience marketing and direct placement ads can still be successful in many ways, but how do you know you’re maximizing your success? How do you know the right person is seeing your ad? And how do you map that to trends in revenue?
Data-powered digital marketing can answer these questions and help you grow your brand.
Here are three advantages you’ll get from using ag data in your branding campaigns.
Deliver branded messages to your ideal customers
When you take out a TV, radio or magazine ad, you’re paying for the advertising space, not the people who see it. That’s been a go-to tactic for brand campaigns in the past, but there’s a better way to do it now.
A brand campaign is going to be much more effective when you’re paying for the people who are seeing the ad, and not the space itself. Fortunately, with the rise of digital technology and marketing automation, that’s a real possibility for marketers.
For starters, programmatic ads let you deliver your creative to your ideal audience based on target demographics. So if you want to deliver a message to Corn/Soy farmers of 500-plus acre farms, you can make sure your ads reach that audience.
But it extends beyond “typical” digital ads. Use email marketing to send brand messages directly into those farmers’ inboxes.
Instead of taking out a TV ad, create a video and upload it to Facebook and YouTube – the two top social media channels for farmers.
All of this is possible when you use data to build the perfect audience for your business – and then focus your branding efforts on that same audience.
Segment your marketing campaigns and messages
Not only can data help you deliver your ads to your ideal customer, but you can segment that list based on the verticals, demographics and needs. That’s just not possible with traditional advertising.
When you take out an ad in a magazine, everyone sees the same message. With data-powered digital marketing, different farmers can see different messages.
For example, let’s say you’re marketing to commodity farmers versus specialty crop farmers. Obviously, your marketing the same brand to both of them, but how you position is going to be different.
With traditional marketing, the only control you have in terms of segmentation is where you place the ad. So if you want to place an ad geared toward commodity farmers in a commodity trade, then that’s a step in the right direction.
But who knows whether specialty crop farmers are reading that same magazine. And how many commodity farmers are not reading it.
When you use data-powered digital marketing, you can create segments based on whether farmers farm commodities or specialty crops. Your ads will then be delivered, so that only commodity farmers are seeing your commodity message, and only specialty crop farmers are seeing your specialty crop message.
Track your ad spend against your revenue
Even if you’re marketing to farmers indirectly and not monitoring the sales funnel from top to bottom, that doesn’t mean that you shouldn’t be tracking your ad spend against the revenue you’re generating.
With digital marketing, you can see how many farmers are viewing your ads and where they’re seeing them. And then you can map that against your revenue, to see if there’s a correlation between increased brand spending and the revenue you generate from retailers.
Keep in mind that this doesn’t account for all the intervening variables that could be impacting revenue increases. So you need to be aware of all the activities you’re doing to drive revenue to see if you can isolate the impact brand spending is having.
But at the very least, you have something to track and compare, whereas with audience marketing and direct placement, you don’t.
After all, being able to track and measure is better than throwing spaghetti at the wall and hoping something sticks.