The year 2020 has forever changed the landscape of Ag marketing. Industry experts agree that going forward, a more diverse approach with an intense emphasis on digital marketing will be necessary.
The definition of what constitutes marketing also is experiencing a seismic shift. Today, marketing is all about what a customer needs in a particular moment.
While the methods of marketing are evolving and technology is moving at a breakneck speed, some principles remain constant. Namely, the need for strong relationships between businesses and their customers.
So, how will this increased emphasis on digital and relationship marketing impact how you promote your Ag business? Here are some of the trends you can expect to see as 2020 winds down:
- Customer experience will trump everything. In addition to providing the best products and services (which is a given), spectacular customer service will build loyalty. Even if a farmer or rancher can get something at a better price, they will choose businesses that provide outstanding service.
- Visual content. Voice search and virtual assistants are all the rage with visual content often overlooked. Don’t overlook the need to pair spoken and written content with something people can feast their eyes on.
- Personalization will continue to make a name for itself. People like to hear and see their name in print. With so many messages out there, those that include the name of a farm or ranch will stand out.
- Customer retention becomes even more important. It costs five times more to attract a new customer than to retain a current one. Existing customers have never been more important because they improve the reputation of your business and act as brand ambassadors. That is something money can’t buy.
- Integrated customer experiences are business as usual. While it is extremely unlikely that physical stores or offices will disappear, people want to have the option of choosing how they interact with a business on any given day. Offering a hybrid customer service option has gained traction during the current pandemic and the demand is likely to grow.
- Customers will do their research. Farmers and ranchers want to know that the businesses they support are aligned with their own values. Sustainable practices and social responsibility, therefore, will be in high demand.
Ag business marketing – like everything these days – is changing. The underlying principles, however, remain the same: Meet farmers and ranchers where they are and provide them with customer service that makes them feel valued.
Give USFD a call today at (800) 960-6267 or visit us online at www.usfarmdata.com.