In March 2020, when the world as we know it flipped upside down, many rural and agricultural businesses had to re-evaluate their marketing methods. It was no longer enough to rely on the next agricultural show or advertise at the local market because their customers had all moved online.
For many people, these “new” methods of marketing continue to be very confusing and at times, overwhelming: what is the best place to start and what should be avoided? There is no "one size fits all" approach and therefore the best place to start might vary for different businesses.
Getting started though is essential, so explore the following areas:
1. Consider What Makes YOU Different
Your story is unique and it’s yours to tell, so make the most of it! When you’re thinking about promoting your business online – or even offline – harness that uniqueness. Consider the following questions: what is the story behind you and your business? What has your journey been like? And why should people care?
Brand building is a key part of this process. If you already know how you differentiate from the crowd, your branding will then communicate why you are so unique to prospective clients. Crafting the perfect message will also personalise your product or service and define your core message.
2. Decide Your Aims & Goals
Communicating online is different to face to face, and therefore you must tailor your aims and goals for your digital platforms. Are you trying to increase awareness, drive engagement or do you want to learn more about your customer through metrics?
Decide from the very beginning why you’re optimising your digital presence, then tailor your strategy to best reach your unique goal. This is a key step in your business journey, as it sets you and your brand on a strong path.
3. Optimise Your Social Media Accounts
When face to face communication is near impossible, social media will help you remotely connect with your customer. If you haven’t done it yet, set up a social media page with clear, concise information.
People need to be able to contact and find you easily, so start promoting your business online using a social media account. If you’re not sure where to start, we at Pastures Green offer comprehensive social media consultancy and management.
4. Use Original Content, Photos & Videos
When people upload photos onto the internet, they often still have usage rights and “own” the content. This means, if you use the pictures, videos or copy without permission, you could be fined at a later date. The safest thing to do is to create your own content, outsource to a professional or subscribe to a service like Getty.
5. Avoid Controversy
Regardless of your own opinion, it is important to not be controversial online. You are representing your business, not just your individual page, so be careful to keep content neutral and factual.
A business is an extension of its owner, which makes human error a real threat to a brand’s reputation. At Pastures Green, we offer a crisis management service to avoid unfavourable press and protect your rural business.
6. Finally… Contact Pastures Green!
If you want professional, industry-leading guidance from a fellow rural business owner, contact Pastures Green! We have a wide range of services to help you launch your brand online, or improve your existing platforms.
From PR to brand building, diversification to social media, if you’re looking for support, contact Pastures Green via our online contact form or call 07817 614333 to organise a free consultation call.
