4 Mid-Year Agribusiness Marketing Strategies
As America gets ready to celebrate the 4th of July, Fastline Digital felt like celebrating. Our Ag industry friends spend this time of year working hard in the fields. As the fireworks explode overhead, we wanted to take time for the people that helped to feed the nation as it celebrates. That is why we’re presenting 4 mid-year marketing strategies for the Agribusiness community.
1) Learn schema
Learning Schema should be the first goal moving forward. Schema is a mark-up ability that has been heavily favored by Google to help boost relevant content to end users. It’s a structured system that works as a vocabulary for websites and search engines. When a search engine like Google examines your site, they aren’t sure what to process first.
Schema tells a search engine what matters. For example, let’s say your site was selling a kind of crop. The Schema markup would tell search engines how to structure a better way to present information to a consumer. Things such as site name, price value, review rating and quantity would be structured to immediately answer consumer questions.
The same markup can be extended to when a consumer finds your main website. Underneath your central listing, heavily trafficked content areas can appear. Schema works by helping to shorten the time a consumer spends in your marketing funnel. Making life faster and easier for your consumers? Sounds like a Win-Win to Fastline Digital.
2) Optimize your local listings
Optimize your Local Listings! So many businesses often ignore directories and services from Yelp to Foursquare and everywhere in between. During the recent June patch, Google has started to pay more attention to Localization efforts. But, that is just the start.
When your business optimizes directories and local listings, you are making life easier for the local customers that want to find you. Correct hours, testimonials/reviews and an updated phone number are simple fixes that anyone can include at a moment’s notice. But, their weight in customer relations is unparalleled. You might not ever know the customer whose mind was put at ease by learning more about your services.
Site Speed remains the best way to stay on Google’s good side. Why? Well, Google’s main mission is to answer consumer requests as fast as possible. That means your page must display rapidly on mobile, desktop and tablets. What exactly qualifies as fast enough for Google?
The recommended max load times for Google to tend to have around 3 seconds average fully load time, page size of 1 mb and less than 89 http requests. Since these numbers have been getting faster and tighter over the years, it’s best to aim for site response times even lower. It’s quite the balancing act, but the results will speak for themselves.
3) Diversify your content
Diversifying your content means everything. That doesn’t mean you can only discuss or sell one thing on a site. It means crafting a specific approach for target areas. But, why the sudden focus on diversification?
Starting on June 1st, Google began working on a long-standing goal. When an end user searches for a specific term, Google of old could generate 10 results and 8 of the results are from the same site. Most of the time, this happened on a low competition keyword where the site in question heavily optimized for the term. It was a little unfair and short-sighted of sites that did this. More importantly, Google took notice.
Now, after the Diversity update, the plan from Google is to limit how often one website can dominate the search results. This doesn’t mean that every random person gets to appear on the first page. It does mean that those with the best content have a better chance of making it to that number 1 spot.
4) YOU MUST MASTER YOUR CONTENT
Want to learn how to get that number 1 spot? Again, the answer is diversity. This time it involves changing up how you present your content online. Content must be created that serves your entire marketing funnel. Start with a blog post or infographic, then move into in-depth guides and finally cap it off with a testimonial, a product demo or case studies.
The goal is to acknowledge every stage of consumer that visits your site. Some need to learn about your product, while others need to be compelled by it. Understanding the difference between both mindsets is the difference between a successful business and one that doesn’t rank.
Let Google understand the purpose of your website very clearly. If you’re going to be the best tractor dealership in Kalamazoo, then cater to that goal. That means you can still sell tractor seats and peripherals, but your focus should be capitalizing on your tractor dealership status.
As the rockets burst mid-air, think about the future
Every quarter, it’s wise to address your marketing strategies. As it heats up outside, don’t be afraid to take a step back into your business. Since planting season is near an end, you have a buffer period to begin planning how you’re going to approach harvest. Capitalize on your strategies, as you move forward with the rest of the year.