Agricultural marketing is an umbrella term for the marketing of farm commodities cash crops, horticultural produce, and semi-processed products. However, it also involves the marketing services related to inter-connected features of an agro-market system. For example, pre and post-harvesting activities, food processing, grading, packing, storage, transportation, and distribution.
According to Frank Lundy Thomsen, agricultural marketing can be defined as:
the study of all the operations, and the agencies conducting them, involved in the movement of farm-produced foods, raw materials, and their derivatives, such as textiles, from the farms to the final consumers, and the effects of such operations on farmers, middlemen, and consumers.
Agribusiness can be divided into three sectors:
- Input sector (seeds, fertilizers, credit, farm machinery, etc)
- Production sector (crop and livestock harvesting)
- Processing sector (grading, packaging, value-added agro-products)
If you own an agribusiness, it would fall into any one of the three categories. It could be a seed and fertilizer shop or a supermarket. Want to make the best of agricultural marketing opportunities? Set up a business website to promote your agribusiness.
Here’s how you can create an SEO-friendly website for your agribusiness that will show up in Google Search results.
1. Use Responsive Design For Your Website
Before you create a website, you need to make sure that it features a responsive web design. Your future customers will visit your website from a smartphone, laptop, or even a tablet.
Hence, you need a website that automatically adjusts to the size of the user’s screen without any problem. It’s cost-effective because you don’t have to create separate websites for desktop and mobile users.
In other words, your website should be mobile-friendly. That’s because, according to Statista, mobile devices (excluding tablets) accounted for over 55% of web page views worldwide in January 2021.
Floret is a flower farm based in Washington, US. Their agribusiness website is a perfect example of a responsive web design. Here’s how it look when you visit the website from a PC or laptop:
And here’s how the same website looks from a mobile phone:
2. Publish Quality Content on Website Regularly
Any website is ineffective without high-quality and interesting content. Hence, you would need to churn out valuable content regularly. It could be in the form of blogs, videos, images, or podcasts.
For example, if you are in the farm seeds business, you can publish blogs and How-To videos to educate and inform your audience about organic seed farming. Similarly, you could also create a DIY guide on how to create a vegetable garden in the backyard. These kinds of agricultural marketing tactics work great online.
For instance, Barn2Door is an American agribusiness startup. It offers SaaS solutions to local farmers. In order to educate and inform their audience, they regularly publish interesting blogs on their website.
Use Original Photos and Videos on Website
Also, business websites allow you to show your products and services to your prospects. Original photos and videos of your business can create trust among customers. Hence, make sure to use original content on your agribusiness website.
3. Create a List of Agro-Keywords
Keywords are the terms and queries people type into Google and other search engines. Once a keyword is typed in, the search engine will show results that are most relevant to that keyword.
Your website should be optimized for the right keywords related to your agribusiness. Otherwise, it will not see high-quality traffic. What if someone searches for “best electronics store near me” and your farm seeds website shows up in the search results? It would be of no use to anyone.
Hence, create a list of keywords relevant to your agribusiness. Then you can curate content around those keywords. Maybe next time someone searches for “best farm seed store” your website might show up in his search results.
Google’s Keyword Planner is a great tool you could use to find relevant keywords specific to your niche. You can also use the Google Trends tool to check out which keywords and their variations are popular.
4. Use Meta Description to Drive Traffic to Your Website
If you look at a Google search result closely, you will see a small paragraph just below the main title. This is called a meta description. It gives searchers an idea about what a particular webpage is all about.
In order to drive traffic to your website, your meta description should be relevant. It should not be misleading. For example, if the webpage is about how to create an SEO-friendly website, the meta description should mention that and not anything else.
Agricultural marketing experts see a well-written meta description as an ad copy. It can be used to entice and encourage searchers to click your webpage instead of your competitor’s.
Always remember that meta descriptions have a 150 character limit. If you exceed that limit, your text will be snipped. Hence, you need to keep your meta description short and to the point.
5. Use Google Analytics
From an agricultural marketing perspective, having an SEO-friendly website is just half the battle. You also need to analyze your website every now and then to see how it’s performing compare to others.
There are plenty of tools that can help you analyze your website. However, one of the most comprehensive analytics tools is Google Analytics. It’s a fan favorite and offers great insights into almost every aspect of a website and its web traffic.
To illustrate, with the help of Google Analytics, you can:
- Check out your conversion rate
- Find which web pages are slow to load
- Know which web pages attract the most visitors
- Learn about the age, gender, location of your visitors
- Track eCommerce sales, and much more
Once you get the hang of Google Analytics, you can receive valuable data and insights about your website and visitors. It helps you visualize what’s working and what’s not so you can make changes accordingly.
In today’s online world, an SEO-friendly website is a necessity and not a privilege. If you don’t have a website for your agribusiness, you are surely missing out on a lot of potential customers.
Do you want a website for your business? Our expert developers at Inquivix can help you create an amazing website tailored to your business needs. Feel free you drop us a message here, and we will get back to you at the earliest.