Successful online marketing in the agricultural machinery industry: our tips

Online marketing is playing an increasingly important role in our society. But what many consider to be a phenomenon that only affects the lifestyle and fashion sector is now also becoming an unavoidable topic in other industries. Even in the agricultural machinery sector, successful online marketing is becoming an increasingly important factor: customers' need for information in the run-up to a cost-intensive purchase is constantly increasing, while at the same time the Internet is enabling companies to compete with more and more competitors. In our tips, we reveal how a company in the agricultural machinery sector can stand out from the crowd and which online marketing tools really make sense.

Tip 1: The eye decides

Anyone who spends time on the Internet sees one thing in particular: photos and videos. Attractive images and graphics are now the key to a good online presence and are often the deciding factor in whether a page performs or not. No matter how well a machine is described on the page, if the photo is blurred, the background is full of distracting factors or the machine is dirty, customers will be put off before they even start reading the text. Good image material is the key here for both new and used machines. If you go one step further, you can also offer video footage of your machines. This gives the customer the feeling of experiencing the machine up close and conveys important information in a short space of time.

Tip 2: Personal contact in the digital age

Personal contact is an important factor for customer loyalty, especially in the agricultural machinery industry. In the past, it was often the sales representative who maintained this contact over coffee at the kitchen table. However, the younger generation in particular can no longer and no longer wants to incorporate regular personal interaction on site into their everyday lives. Social media can be an important tool here. Through approachable and personal content from your company's everyday life, you can maintain or even strengthen the bond with your target group. It is important to note that purely promotional videos do not appeal to the younger generation. On social media, it is worth showing your face and sharing more personal and funny content.

Tip 3: Information flow as the key

The higher the investment, the more information customers want to have before making a final purchase decision. In the agricultural machinery sector in particular, customers therefore obtain very comprehensive information before deciding on a machine or a dealer. In this crucial phase of the customer journey, it pays to make a competent impression as a dealer so that you can be taken into account later when the final purchase decision is made. A well-structured website with a catalog of available machines, an informative social media presence or interesting videos are a good way to inform customers and thus retain their loyalty.

Tip 4: Do not lose focus

Especially when starting out as an agricultural machinery dealer with online marketing, you are often overwhelmed by the numerous possibilities and options. One mistake that many companies make at this stage is to bet on too many horses at the same time. Especially if there is only limited manpower available, this inevitably leads to a half-hearted approach to the channels, which can do more harm than good. It is better to either focus on one channel and take care of a professional appearance here or, alternatively, to commission an agency with the marketing that is familiar with online marketing in the agricultural machinery industry.

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Tip 5: Better together

In online marketing in particular, many companies tend to go it alone. In online marketing in particular, collaborations can be used wonderfully to increase the reach and growth of your own channels. The importance of influencers in particular is still often underestimated in the agricultural sector - yet they can give a company a very approachable and personal touch and reach a large target group through their collaboration. Cooperation with agricultural videographers can also be very worthwhile for both sides - the videographers get the opportunity to get new machines for their own site, while the company gets professional images and videos for its own website.

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