Producers encouraged to enhance digital marketing efforts
During Fremont County Farm and Ranch Days, held in Riverton Feb. 5-6, University of Wyoming Extension Agriculture and Natural Resources Educator Brenna Litynski offered tips on how producers can enhance their agricultural marketing strategies in today’s digital world.
“I’ve noticed, through my personal experience in the Albany County community, there are a lot of agricultural producers and businesses who don’t market themselves digitally,” she shared. “They have a network in place, which is great, but there is another level of success to be found in incorporating the right tools and skills when presenting to a wider audience.”
Litynski continued, “There is a Bill Gates quote saying, ‘If your business is not on the internet, then your business will be out of business,’ and I think this is especially true for the agricultural sector.”
Digital marketing
To start her presentation, Litynski defined digital marketing as any form of online promotion, including social media platforms, websites and e-mail communication, to name a few.
Through digital marketing, producers are able to engage with a wider audience, interact with consumers directly and promote all of their different enterprises in one place.
“Not only are producers able to establish connections with a lot of different people who they may have never met before, they are also becoming an integral part of the broader community, which is really important for the longevity of their business,” she stated.
Digital platforms also allow producers to be more accessible to their consumers and utilize tools like online storefronts, which Litynski believes “open up a whole new world of productivity.”
“We live in an age of instant gratification,” she remarked. “Consumers want things, and they want to be able to access them very easily. So having an efficient, well-built digital storefront and/or e-commerce option is really important.”
Although there are some upfront costs associated with breaking into the digital space, Litynski encouraged producers to view it through the lens of making an investment in their future, just like they would with a new piece of equipment or a bull.
Setting goals and storytelling
When creating or enhancing an online presence, Litynski said it is important for producers to set goals and tell their unique stories.
“Setting a benchmark and realistic goals is going to be really crucial to one’s success,” she stated. “This will keep producers motivated and set a direction for where they want the business to go.”
Storytelling is also critical for an ag business.
“Consumers crave connection. They want to know where their food is coming from and the story behind who the producers are and what they are doing,” she said.
She further noted many people live vicariously through their electronic devices, especially those in urban areas who don’t have the opportunity to experience agriculture in person.
In order to be successful in this venture, Litynski recommended producers reflect on who they are, what services they provide, what sets them apart from the competition, why they do what they do and why their services are important.
“Producers have to be able to articulate this information to their audience,” she said.
Litynski also explained a critical piece of digital marketing is defining one’s audience and finding the right niche. This allows producers to tailor their content to specific demographics and increase their chance of success.
Branding
To wrap up her presentation, Litynski touched on the importance of branding a business.
In regards to having an online presence, she encouraged individuals to put together a “digital packet,” including clear, concise and easily recognizable content which sets them apart from their competition.
One of the most important aspects of a digital packet is a logo, which Litynski noted can be done one of two ways – using a clear, concise, communicative and more visually complex logo that tells a story or using something simple and easily recognizable.
“You don’t have to reinvent the wheel,” she stated, noting a logo can be something as simple as a cattle brand. “But always make sure to finalize a logo with appropriate trademarks and copyrights.”
Additionally, Litynski noted it is important to evaluate which digital marketing strategies to use and social media platforms to target.
Since marketing an ag business is based heavily on storytelling, she recommended using more of a visual channel such as Instagram, Facebook and/or Tik Tok. She also mentioned visual storytelling should be uniform and professional.
“Individuals don’t want to post a picture of their cattle and then a picture of their daughter in a ballet recital. While we would all love to see it, it’s important to make sure they are marketing their business in the most effective way and that everything is uniform,” she said.
“Ag producers are not only trying to sell a product, they’re also trying to form connections,” she added. “Ag is a very community-oriented business. Not only are producers marketing their product to clients, but also to potential business partners – someone they may want to pursue a business venture with in the future.”
For websites, Litynski noted the most successful often have a continuous color palette, an online storefront with clear instructions and applicable pricing, separate “Contact” and “About” pages, easily accessible contact information and a customer privacy policy.
Additionally, Litynski said branding should be continuous across all platforms.
“Everything in a marketing package – both digital and traditional content – should be branded appropriately, and whenever other people see this material, it should be easily recognizable as your brand,” she concluded.
Hannah Bugas is the managing editor of the Wyoming Livestock Roundup. Send comments on this article to roundup@wylr.net.
