Digital Marketing in the Agritech Industry

Digital Marketing in the Agritech Industry: How Can Agri-Businesses Boost Digital Outreach?

India is a developing country with a predominantly agricultural-based economy. More than half of the people are involved in farming and other connected occupations, and the industry is continually expanding. We can’t even imagine, let alone live, without the agriculture business. It is an essential aspect of India’s economy, supplying food for our meals as well as being the major source of livelihood for many. Modern technological advancements and the expansion of the agricultural industry have undoubtedly aided in improving productivity over time, but providing a market for farmers has been a continual concern.

The condition of Indian farmers is far from unusual! While some suffer from illiteracy, others must deal with a large number of intermediaries in the supply chain, as well as corruption in the rural areas. Farmers are well-versed in all of the old and new technology for keeping their animals and crops in top condition, but many are completely unaware of how the digital marketing ecosystem can benefit their businesses.

Since the pandemic era, agri-businesses have been exploring the power of digital marketing to reach a more prospective consumer base and bridge the gap between farm and market. Let’s understand in detail the challenges, importance, and ways to boost digital outreach.

Current Challenges in Implementing Digital Marketing in Agri-Businesses and among Farmers

There are times when agribusinesses and farming firms rely on non-digital and well-established business growth tactics. Agriculture has been irrevocably transformed by digitization and accessible internet access, but many in the field are still scrambling to stay up-to-date with new techniques.

Secondly, while India has achieved tremendous progress in other sectors, assistance for the agricultural industry is sub-par and lags behind most economies. The heart and soul of any digitalization process is network connectivity. Despite having the world’s second-largest number of internet users, the connection remains a major issue in the majority of India’s rural areas.

Last but not the least, farmers have taken a long time to adopt contemporary farming procedures, and it is still a work in progress, but they are unwilling to convert to newer marketing outlets. The underlying reason for this is that they were unable to promote their products on their own and have had a long working relationship with middlemen and agents, despite the fact that the latter makes more and consumes a significant portion of the former’s profit. To address these challenges, many have turned to the expertise of a digital agency specializing in digital marketing in agriculture business to navigate the complexities of the digital landscape and maximize their outreach.

Importance of Digital Marketing for Farmers and Agri-Businesses

Farmers now have access to modern farming techniques and technologies, which have assisted their development and information transmission. As a result of this information, they will be able to increase their output. Farmers will benefit from digital marketing since it will allow them to reach out and be visible to a larger audience. They will be able to get in touch with suppliers of post-harvest technology such as transportation, storage, and packaging at the same time. Moreover, they will be able to increase their production if they have enough knowledge about modern farming technologies.

Middlemen are disintermediated: Growers and agriculturists can contact purchasers directly (wholesalers and dealers), reducing the number of intermediaries in the supply chain. This leads to higher price realization, increased crop availability, and reduced scarcity. Digital marketing platforms are a good way for agribusinesses and farmers to expand their network.

Simultaneously, with adequate training, they will be able to share the knowledge of crops, farming techniques, farm management, and other farming aspects with a wider audience in multiple vernacular languages by creating a blog or website and distributing it through social networking sites.

How Can Agri Firms Digitally Reach Their Potential Target Audience?

Before you begin cultivating relationships with your prospects, keep in mind that a farmer’s challenges and concerns are not typical. For the same reason, it’s critical that you gain a solid understanding of your target audience’s problems and how you plan to address them.

Here are some pointers to consider as you create your agribusiness’s digital marketing brand language:

1. Consider farmers to be a corporate group with whom you are interacting. Make use of B2B marketing strategies. Traditional farmers are not the same as modern farmers. If you’re selling items or services to both groups, make sure you employ B2C marketing strategies for the latter and B2B marketing techniques for the former.
2. When it comes to farms, you must understand that economic value, quality, dependability, and longevity are all important considerations. Farmers are seeking products that can withstand the test of time and save them money on repeat purchases.
3. Search engine optimization (SEO) and paid search advertising are proven tactics with well-established benefits for long-term business performance. Agricultural product sales, wholesale product sales, export/import companies, and product eCommerce – regardless of industry – are all well-served by them.
4. Which technology, resource, or piece of equipment is proven to be effective in other parts of the world? Is it possible to experiment with foreign techniques on the local market? What are the most recent advancements in the industry? These are just a handful of the issues that farmers face on a daily basis. You may demonstrate your knowledge in this industry by focusing on difficulties like these and giving meaningful answers through digital marketing platforms.
5. You can also use videos to demonstrate items or blogs to discuss various agricultural topics. The goal of your marketing strategy should be to address many issues with your product or service.
6. It’s critical to generate material that convinces farmers that you understand their problems and can provide appropriate solutions. Digital marketing is an example of a tactic that provides you with a consistent platform for learning about your clients and developing a relationship with them. Although it may take some time for your digital marketing efforts to be recognized by your target audience, a concise and consistent approach will pay off in the long term. Social media marketing entails connecting with prospects via social media platforms (such as Facebook, Instagram, Twitter, Snapchat, and LinkedIn) in order to promote your brand, increase sales, and drive traffic to your website.
7. Creating an e-commerce website for your agribusiness is the most effective strategy to increase sales because your customers can research and learn about your company from the comfort of their own homes. On your website, you can showcase your whole line of products and services for visitors to see and buy. Because there aren’t many agribusinesses with e-commerce websites, this might be quite profitable. The website will assist you in reaching out to a larger audience and increasing brand exposure.
8. You should also employ content marketing to your advantage. It entails the creation of digital assets such as blogs, films, and infographics that serve to pique interest in a brand’s product or services rather than promoting it. You can use these content materials to educate your audience on a variety of agriculture-related topics. This will assist you to increase organic traffic for your agribusiness while also demonstrating your company’s competence.
9. Businesses can improve their marketing by fine-tuning portions of their site that have the best engagement, rankings, and conversion rate using data. You can improve your site design and adapt your SEO approach over time by understanding how users arrive at your site and act. Page views, sessions, revenue/sales, form fill-outs, advertising performance, conversion rate percentage, and much more can all be tracked with Google Analytics. Agriculture companies and allied industries can utilize this data to track which portions of their traffic come from, such as search engines, social media, referrals, and more, allowing them to build out the digital marketing plan and more accurately assess KPIs.

These are just a few of the key ways that agribusinesses can use to connect, build, and expand their digital network. From farm to fork and beyond, we’ll be there for you every step of the way to make sure your agricultural marketing strategy is a success. Our marketing experts are ready to assist you in developing the best agriculture marketing strategy to make your company stand out online.

Are you looking to outsource your web development, branding, SEO, and content marketing to a professional agency that can offer advice and guidance in creating your website and landing pages? Reach out to hello@entrooopy.com

Let’s create amazing things together.

Have a brief for us!