Inbound marketing: create valuable content for your SME in agriculture sector

Inbound marketing, a strategy to reach your customers.

In recent years, creating content on the internet has become one of the most useful strategies for companies in any sector. According  to 64% of marketers, it's an effective way to achieve success stories when it comes to engaging audiences.

Inbound marketing is defined as a strategy specific to the field of digital marketing that consists of capturing the attention of consumers by generating content that arouses their interest and attracts them to the business itself. Unlike traditional marketing, in inbound marketing, the goal is not to reach the customer directly; instead, it is the customer who seeks out the company attracted by the content discovered on digital channels.

It consists of 4 phases:

1. Attraction, when the goal is to reach customers who don't know the business.

2. Conversion, whose purpose is to transform Internet users into people interested in purchasing a product.

3. Closing, where you seek to convert those people into customers.

4. Retention, when the goal is to meet customers' needs to get them to buy again.

What are the main benefits it can offer for agricultural sector?

More and more companies are committed to opening a channel in which they generate attractive content and that, in addition, allows them to grow their brand, enhance its relevance and capabilities and, most importantly, generate sympathy with readers. For example, Banco Santander, BBVA, Vodafone or Endesa are  some of the large companies that are committed to this strategy.

Unlike traditional marketing, in inbound marketing, the aim is not to reach the customer directly; instead, it is the customer who seeks out the company.

But what about SMEs that are involved in agriculture? How can inbound marketing help boost their business?

These are the main advantages that this strategy can bring to a business dedicated to this sector:

1. Build trust: In agriculture, trust is essential when buying a product. In addition to offering quality service and products, you can share relevant topics that reinforce your positioning in the sector.

2. Reach a target audience: Creating interesting content can mean that when a person searches for information about agriculture – or a specific area of agriculture – they will find your content. This strategy is an important source of information that attracts the right audience to your business.

3. Show your knowledge: although agriculture can be understood as a traditional sector, today it involves a myriad of methodologies, tools and processes. With inbound marketing, you will have the opportunity to share experience, opinion, and knowledge to show how you make your products.

4. Increase your profits: Inbound marketing requires a minimal investment and can result in very high income compared to the expenses involved. In fact, on average, it manages to increase web visits by 4 times and the number of potential customers by 5 times.

How can you create content for an SME dedicated to agriculture?

Now that you know what inbound marketing is about, and how can help an agricultural SME, it's time for you to learn how you can implement this strategy to arouse the interest of consumers and attract them to your business.

Take note of these tips!

1. Identify the ideal user: detect what kind of people may be most curious about your content and how they browse the internet. For example, if they use social networks, which ones, how and when or what keywords they search for on the internet. For example, if you find that your customers are young and using Instagram, you can use this channel to reach them.

2. Choose the right format: Once you know your audience and where they're located, it's important to know the ideal way to reach them. You can use eye-catching or differential images for your social networks such as infographics, write posts for your website's blog and even prepare videos to share on different channels.

3. Create quality content: Now that you have all the previous steps in place, it's time to move on to the next level and generate the content. In the agriculture sector, you can use different types such as articles about relevant news or trends, posts about a specific product, or video tutorials on how to use a tool.

4. Share your content and monitor its results: the last step in the process is to spread the word about the content you've created. You can do this through your own website, by participating in other companies' blogs, forums, or social networks. It's also interesting to get in touch with influencers in the industry. It is important that you can measure and analyze the results to know which option is the most interesting and if you have finally managed to attract more customers.

Remember that this strategy is not about directly targeting consumers, but rather that they are the ones who come to your business. Therefore, it is essential to be aware of the news and trends in the sector or the seasonality of the products so that it is the users who decide to come to your business.

Inbound marketing can help you create a new channel to attract customers, but also to share your knowledge and do your bit for the development of a sector in which new techniques or tools are always emerging to get the job done. Finally, it positions you personally as a value professional.