As everyone in the Agricultural sector knows, this is a very distinct sector, unique in a number of ways: economically, asset-wise, structurally, socially, politically. It has a higher profile than its sub 1% contribution to the economy would suggest, utilising 72% of the total land area of the UK and employing nearly half a million people. Farmers, business partners, directors and spouses account for the majority (62%) of the total labour force. There are approximately 118,000 farm businesses with holdings in excess of 50 acres. The variables within farming practice are huge, primarily due to geographical considerations such as climate, soil, terrain, available workforce etc.
In such a diverse sector, specific knowledge that relates directly to any one individual farming situation is a hard won asset, and the opportunities for businesses to provide a knowledge service are significant. This thirst for knowledge also provides great opportunity for those businesses in the agricultural service sector to reach new customers through content marketing. Providing highly relevant knowledge for specific niches within the sector can generate a loyal and productive following. The danger is marketing to groups that are too diverse in their needs to be able to produce content that is relevant and specific enough for any one follower.
If you wish to become a leader in providing information to the agriculture sector, then the following general statement is especially true: it’s far better to seek a 20% following of a potential audience of 1000 people, than 1% following from a segment of 20,000 people, even though the resultant followings would be the same. The level of engagement one can achieve with the smaller, more targeted group of followers will be significantly deeper than the engagement with the numerically similar but more diverse group.
Pinpoint accuracy in identifying a specific agricultural market segment is essential to provide highly relevant content and a loyal and productive following.
Photo by Dylan de Jonge on Unsplash
Dylan de Jonge