Prashanthi Kolluru, Founder & CEO at KloudPortal | Product Marketing Strategist | Author of the book “Are you the next CEO?”| Tennis Player
I’ve recently been introduced to the agro-based industries and life sciences, and it’s fascinating to see the level of innovation happening there. Many agricultural enthusiasts are developing groundbreaking products aimed at promoting healthy farming solutions and practices. However, I’ve noticed that technological adoption in this sector is still quite limited.
These innovators spend a lot of time on research, clinical trials, and developing their products to the point of obtaining patents. Unfortunately, many of these products never make it to the market. While I don’t know the exact number, I’m sure countless innovations have been lost along the way. Traditional marketing methods can work, but they don’t scale effectively.
That’s why I believe digital marketing can play a crucial role. By leveraging digital channels, these innovative products can reach their intended audience—the farming community—more efficiently. This not only helps improve agricultural yields but also ensures that these products become profitable. Digital marketing can bridge the gap between innovation and market reach, making sure valuable agricultural advancements don’t go unnoticed.
Here I would like to lay down a few strategies that can help agricultural innovators tread in the direction of marketing and gain good traction for their products:
1. Website Design
Many agricultural companies often overlook the importance of having a strong digital presence. A website acts as a digital catalog where you can continuously showcase your innovations and expand your offerings.
Recently, we created a website for an agrochemical company, showcasing their products, services and solutions. While building the website is just one aspect of their digital presence, the real essence lies in the content. We dedicated significant time to crafting value-driven content aimed at the farming community, providing them with valuable knowledge.
Testimonials were a key differentiator for this agro-based website, as many farmers make purchasing decisions based on the success stories of their peers. A multilingual website can be more valuable as it would attract local farmers to explore your website. As a result of these efforts, we observed a remarkable 35.7% increase in website traffic, a significant reduction in the bounce rate from 27% to 19%, and an impressive increase in user engagement time by 65 seconds.
Why is Website Design Crucial?
Digital Presence: A well-designed website serves as a central hub for all your digital activities. It allows you to present your products, services and innovations to a global audience.
User Experience (UX): A seamless, intuitive and engaging UX can significantly enhance visitor satisfaction and retention. This includes:
• Page Load Speed: Fast-loading pages are essential. Slow websites can frustrate users and lead to higher bounce rates.
• Mobile Responsiveness: Ensure your website is optimized for mobile devices.
• Navigation: Easy-to-use navigation helps users find the information they need quickly and efficiently.
• Call to Action (CTA): Effective CTAs guide visitors toward desired actions, such as signing up for a newsletter or making a purchase.
• Content Management: Regularly updating your website with new content keeps your audience engaged and informed.
• Analytics and Tracking: Implementing tools like Google Analytics allows you to track user behavior and make data-driven decisions.
2. Search Engine Optimization (SEO)
SEO is crucial for enhancing the digital presence of agro-based industries. Here’s a detailed look at the key components and strategies involved:
• Keyword Research: Identify relevant keywords and focus on long-tail keywords, which are more specific and less competitive.
• Link Building: Use internal links to connect related content within your website and build backlinks from reputable websites in the agriculture industry.
• Staying Updated with Google’s Algorithm: Stay informed about Google’s algorithm updates and focus on providing a great user experience. Addressing these aspects of SEO may take time to drive results. I compare SEO to farming by consistently following strategies and delivering value-driven content. You will eventually see significant improvements in search visibility, traffic and page rankings on search results pages.
3. Social Media Marketing
Social media marketing has become a powerful channel for mass communication. Here’s how it enhances a brand’s presence, particularly for agro-based companies:
• Increased Brand Awareness: Platforms like Facebook, Instagram, X (formerly Twitter) and LinkedIn allow agro-based companies to reach a global audience.
• Engagement and Interaction: Social media provides a direct line of communication with customers, fostering a sense of community and trust.
• Educational Content: Use social media to educate your audience about sustainable farming practices, new technologies and industry trends.
• Influencer Collaborations: Collaborating with influencers in the agricultural sector can help reach a wider audience.
For agro-based companies new to social media marketing, we recommend focusing extensively on content-driven strategies. Leveraging videos and educational posts on social media can significantly engage end customers. Once your social media channels are set up, prioritize developing a strong content strategy tailored to social media. Keep in mind that the content strategy for social media differs from that of a website. Hiring an experienced social media strategist can be a valuable investment, driving ROI and enhancing your brand.
Agro-based companies can significantly enhance their digital presence and drive business growth by adopting a comprehensive digital marketing strategy. By effectively utilizing social media marketing, they can build a loyal community, educate their audience and increase brand visibility. Implementing robust SEO strategies will further improve their online visibility, attract more organic traffic and boost their business growth.
Focusing on website design ensures a seamless user experience, showcasing their innovations and enhancing their overall digital footprint. Together, these strategies create a powerful digital presence that supports the company’s goals and connects them with a broader audience.
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