Marketing your small Ag business in the time of the Coronavirus pandemic is complicated. While all you may want to do right now is hunker down and take cover until the crisis passes, this is not an option if you want to keep your business growing.
One impact of the current pandemic on Ag businesses is that it provides a captive audience of farmers and ranchers who are making the majority of their buying decisions online. It is critical to keep in mind, however, that any content you send to this audience must be carefully crafted to avoid appearing insensitive or out of touch. Below you will find four best practices for engaging with farmers and ranchers while at the same time laying the foundation for solid relationships moving forward.
- Let farmers and ranchers know that you are sympathetic. Business as usual is not the way to go right now. While you can gently sell your Ag products or services, acknowledge that we are living in chaotic times.
- Be upfront. Will shipping or product fulfillment take longer? Let your Ag customers know why shipments may be delayed but at the same time assure them that you are doing all that you can to meet their needs. The one thing you never want to do is leave customers wondering.
- Bring value to the table. Email open rates are on the rise. Don’t disappoint subscribers with campaigns that fail to offer any real value. Instead, provide content that really counts. In this climate, you may have a chance to engage with customers and prospects who were too busy six months ago to open your emails. If they are impressed with your content, they will remember it long after this crisis has passed.
- Concentrate on relationship building. Take the time to make a call or send an email to find out how your Ag customers are doing – no strings attached. Farmers and ranchers will appreciate the fact that you reached out to them when they were not able to place huge orders – or any orders at all. And make no mistake, this type of customer service is seldom forgotten.
These are unsettling times. However, everything you do today will have a direct impact on how quickly your Ag business gets back on track once things pick up. Don’t squander the opportunity to make an impression in these difficult times.
If you are unsure how to market directly to consumers in the current climate, US Farm Data is here to help. Give us a call today at 800.960.6267 or visit us at www.usfarmdata.com and we’ll help you adjust your marketing efforts to meet the changing needs of your customers.