By Amber Carpenter: Dairy farmer and director of Grass Roots Media
A couple of weeks ago I stood up at the Brightstar Rural Connect Forum and told a room full of rural marketers that our marketing is boring 👀
I include myself in that. I have also made beige content. ðŸ«
But our audience isn’t boring. Farmers are funny, sharp and love a yarn. Here are a few ideas I shared to help rural and agri-businesses shape their social media content:
Lead with their problem, not your product.
Make them feel something.
Show your people. Real faces and real stories beat a product shot every time.
Give social a proper place in your marketing plan. It’s your shop window and your rep when your rep isn’t there.
Test and trail, don’t be afraid, you can’t really break it
Keep AI behind the gate, not in front of it.
Number 2 is the one I keep coming back to.
A laugh is the easiest way in. But the posts people remember go further: pride in a good season, the next generation coming home to the farm, a team that’s pulled through a tough spring, the story of the land and people on it, a community that turns up when someone needs a hand. The story that sits behind everything. 🩷
Farming is full of feeling. When a brand shows that, people don’t just scroll past.
Do you need support marketing your rural or agribusiness?
At Grass Roots Media, we help rural and agribusiness teams give their social media clear direction and connect it with the wider marketing picture. From strategy and content planning to creating posts and managing your channels, we can help you put the thinking into practice.
Book a 30 minute chat with our team to talk about your goals, where social media fits and what support could look like for your business.
