The multi-channel strategy is the cornerstone of today’s agricultural marketing strategy. It ensures that the brand is represented across several physical and virtual channels with an equivalent editorial line and investment. Direct marketing, website, blog, events, company newspapers, social networks, advertising… Each channel plays its part in getting targeted messages across more effectively. Orchestration and timing play a crucial role in optimising the campaign.
Relevant content
At the heart of this multi-channel strategy, the company needs to think in terms of content. To attract target audiences, it is not enough to simply distribute commercial information; it is essential to offer rich, relevant content that meets farmers’ expectations. One channel can’t deliver every type of content, so it’s important to think carefully about the system.
Natural referencing
The aim of this content strategy will be to assert the company’s position in its market. On the web, the production of this relevant content will have the virtue of referencing the company well in its field. Farmers or retailers will come spontaneously thanks to the effectiveness of this natural referencing. So it’s well worth devoting some resources to it.
Social networks and farmers
As part of a multi-channel strategy targeting farmers, the impact of social networks can no longer be ignored. They must therefore be integrated into such a strategy. According to the 2017 Agrinautes study, 42.2% of farmers surveyed use at least one social network for agricultural topics. Obviously, depending on the sector and the age group, this use of networks can vary greatly. Pages dealing with machinery on Facebook or Youtube channels on the subject are very popular, for example.
