Marketing That Works as Hard as Agriculture

Marketing that doesn’t show up at the right time or place is like planting in the wrong season. It’s a waste.

Most people don’t believe me when I say I’m passionate about agriculture. I get it—my blazers don’t exactly scream “Farmer Grace.” But I spent more than five years working on a farm—early mornings, late nights, breakdowns, repairs, and the constant, calculated risk that comes with every season. That’s where I learned that farming isn’t just long physical hours—it’s business strategy.

I was lucky to have a fantastic (and very patient) mentor who helped me understand not just how a farm operates, but how agriculture as an industry is constantly evolving. And patience was key—because at 12, I wasn’t exactly your typical farm recruit.

I started as a nanny for their four kids, picked up mowing and rock-picking, and before I knew it, I was being pulled into full-time farmhand work. I quickly fell in love with the manual labor and the strategic problem-solving that came with it. The dirty face and farmer’s tan were inevitable. The shocked looks from 60-year-old farmers when I jumped out of a combine cab? Just a bonus.

Farmers are some of the most forward-thinking business owners out there—adopting new technology, optimizing efficiency, and making high-stakes decisions every single day.

And yet, when it comes to marketing in agriculture? There’s still so much untapped potential.

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Farming is one of the most technologically advanced industries in the world. Precision ag, automation, AI-driven data—agriculture adapts fast.

But reaching the right decision-makers? That’s a different challenge.

Despite agriculture’s rapid evolution, many businesses still lean on outdated marketing approaches—broad traditional advertising, generic messaging, and strategies that don’t reflect how modern farmers actually make decisions.

A 2021 study found that two-thirds of farmers also use the web and their mobile devices for research and planning—compared to less than half who said the same in 2019. More than 50 percent of farmers prefer digital channels when evaluating products. But if your marketing isn’t optimized for how and where they’re searching, you’re invisible when it matters most.

So What Really Works?

Marketing in agriculture needs to be targeted, intentional, and aligned with how farmers actually make purchasing decisions. If you’re a potato equipment dealer, casting a wide targeting net across all of agriculture can be inefficient and a waste of money.

Farmers don’t make impulse buys.

Every investment—equipment, seed, technology—is high-stakes. One wrong move impacts an entire year’s profit. If your marketing isn’t aligned with their decision-making process, you’re out of the conversation before it even starts.

✔ Geotargeting: Farmers aren’t sitting in corporate offices. They’re in the shop, at the elevator, meeting with dealers, checking markets, and managing multiple moving parts. Using geotargeting based on farm expos, co-ops, and auction sales ensures your ads reach them when they’re actively researching and buying.

✔ Search Engine Marketing (SEM): When a farmer searches “used John Deere planters for sale,” your business should be the first thing they see—not your competitor. They aren’t just Googling “best soybean variety for high yields.” They’re searching “best soybean variety for heavy clay soil in the Red River Valley.” If your website and ads aren’t competing for those specific searches, you’re missing out on leads. According to the USDA’s 2022 Census of Agriculture, 82% of farms now use computers for their farm business, signaling a major shift toward digital engagement. If you’re not showing up in search, you’re handing sales to someone else who is.

✔ Video & Retargeting: Don't just tell them—show them. Farmers are constantly checking the markets, watching equipment demos on YouTube, or tracking the weather. Video marketing brings your product to life, showcasing performance, durability, and ROI in action. Pairing video with retargeting display ads keeps you in front of potential buyers long after they leave your website—when they're actually ready to make a decision.

✔ Strategic Ad Placement: If you’re running radio ads, pair them with search ads so when someone hears your name, they can immediately find you online. If you’re doing trade shows, follow up with digital retargeting to keep the momentum going after they leave the booth. Adjust your keywords with the season. Know what your audience is searching for—and consistently optimize your campaigns.

With advanced targeting that taps into browsing history, purchase behavior, and location data, you can make sure your message reaches the right people—right when they’re ready to buy.

Marketing Isn’t an Expense—It’s an Investment

I'll be honest with you——good marketing isn’t cheap. But neither is missing out on the right customers.

When you’re selling seed contracts, equipment, precision ag services, loans, or farm technology, one sale could cover an entire marketing campaign.

The question isn’t whether marketing costs money, it's whether it’s actually working.

Because in ag, every decision matters—including how you market it.

If you’re ready to build a marketing strategy that connects with the right buyers—or curious if your marketing is working as hard as your operation—let’s talk.

Grace's Place | Passion Project