The modern farmer surfs the web, checks his email inbox, likes his favorite posts on Facebook, watches YouTube videos and more. So if you’re looking for the best way to reach the modern farmer, digital marketing is a fantastic bet.
We’ve said before that direct mail isn’t dead. And we stand by that. But just because it’s hanging in there doesn’t mean it’s the all-encompassing marketing solution it used to be. Direct mail only works when it’s part of an integrated marketing strategy, sharing the spotlight with display ads, email marketing, social media ads and more.
Using digital ads as part of your marketing mix will help you reach the modern farmer better. Here are a few ways to take full advantage of these channels.
1. Reach the Modern Farmer Through Email Marketing
In the agricultural world, over 25% of people who receive an email open it, with click through rates in excess of 3.5%. Consider the following stats:
- 86 of consumers (including farmers) want to receive monthly updates from their favorite brands via email
- For every $1 you spend on email, you can expect roughly $38 in ROI
- Two-thirds of all emails are read on mobile devices
Today’s agricultural email marketing campaigns are so much more than dry text. You can incorporate imagery, coupon codes, social media calls-to-action, and more. And if you’re worried about rendering issues, there are multiple platforms that’ll let you preview your email in multiple browsers so you know exactly what your farmers are going to see.
In fact, the stats confirm what we kind of already knew intuitively: that farmers want to read their emails on mobile devices, which they can use both at home and in the fields. So it’s well worth it to invest in mobile-friendly email marketing campaigns.
2. Reach the Modern Farmer Through Programmatic Digital Display Ads
Sure, you could get a billboard or kiosk ad, but at the end of the day, how do you know who’s really seeing your ad?
The answer is: you don’t. So instead of spending the majority of your ad dollars on a billboard, spend your money targeting people who you know are going to be interested in your products through display ads.
Digital display advertising offers powerful targeting options. Retargeting ads even let you reach out to those who have shown interest in your offerings previously - a key component when marketing high-value technology, such as farm equipment.
But this goes beyond traditional banner ads. You can also invest in native advertising, social media advertising and other targeted options to reach farmers while they’re browsing online.
3. Reach the Modern Farmer Through Online Video Ads
Instead of old-school television commercials, consider reaching out to your audience with targeted online video ads. These short ads, which play before videos on sites like YouTube, are a great way to connect with your audience visually.
Click through rates can reach over 4% for this powerful medium - and soar over 11% on average on mobile devices. Just make sure that, as with any form of advertising, you’re aware of the conventions of this new ad format.
As spend on digital marketing formats increases, it’s important to know how to best take advantage of these platforms. Personalization and increased ability to reach your target audience are key when it comes to digital marketing.
To get the full picture of how to build a digital marketing operation - at low cost - download our eBook Digital Marketing: A Guide for the Ag Industry.