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If most of your farmer enquiries come through Facebook, adding other channels can give your business more ways to reach customers. Google search, rural media, email, field days and referrals each play a different role in helping farmers find and choose a supplier.
In our work as a rural marketing agency, we often see suppliers leaning on Facebook alone. The aim isn’t to drop social media. It’s to add channels that reach people when they need what you sell, then make it easy to enquire.
| Channel | Why it helps | Set up first |
|---|---|---|
| Google search | Reaches farmers looking for a product, repair or supplier | Clear product or service pages, plus enquiry and call tracking |
| Rural press and radio | Gets your offer in front of a relevant regional audience | One clear offer and a dedicated phone number or web address |
| Email list | Helps you stay in touch with past customers and interested buyers | A simple sign-up and a seasonal send schedule |
| Field days and events | Gives you face-to-face time with potential customers | A reason to leave details and a clear follow-up plan |
| Referrals and advisers | Helps people recommend your business to the right customers | A short, plain summary an adviser can forward |
| Remarketing | Reminds previous website visitors about your offer | Website tracking and one useful next step |
You don’t need to launch all six channels. Start with one that reaches new customers and one that helps you follow up – for example, Google search and email, or field days and adviser referrals.
Capture the search that happens when something breaks
Many farm purchases start with a problem: a pump that won’t prime, a trough that’s cracked, or a header that needs a part before harvest. Your website needs to connect those problems with the products and services you provide.
Separate searches for advice from searches for a supplier. Someone searching “why won’t my bore pump prime” may want troubleshooting help; someone searching “bore pump repairs near me” is looking for a business to call. Build your pages and ads around the enquiries you actually want.
Create a clear page for each main product or service, written in the words your customers use. Add your service area, a tap-to-call phone number and a short enquiry form. Google Ads can help you reach relevant searches while you build organic visibility. Our guide to targeting rural and regional audiences with Google Ads covers the settings.
Use rural press and radio to reach your customers
An ACM study reported by B&T found that agricultural media was the most trusted media source among the Australian farmers surveyed, while social media was the least trusted. ACM is a rural publisher, so it has an interest in that result, but it’s a useful signal for where to test.
Start small. Pick the publication or station your customers actually read or hear, run one clear offer, and give it its own phone number or web address so you can track the enquiries it brings in.
Our rural media buying guide explains how to compare publications, stations, placements and reporting before booking.
Ask new customers how they heard about you as well. A farmer might hear your radio ad, then search your business name before calling. That detail helps you understand how the channels work together.
Build an email list you own
An email list gives you a direct way to stay in touch with people who have shown interest in your business. Give customers a clear option to subscribe when they request a quote, register a warranty, visit your field day stand or download a useful resource, such as a seasonal checklist.
Make each email useful and time it to your customers’ farming calendar. That might mean a reminder to book servicing before harvest, check water infrastructure ahead of summer or order supplies before a busy period.
Our seasonal farming cycles marketing calendar is a starting point for planning around when your customers are buying and when they’re too busy to read.
Turn field days and site visits into a pipeline
A field day needs a follow-up plan as much as it needs a good stand. Decide before the event what you’ll offer, how you’ll capture contact details and who will follow up afterwards.
Record what each person was interested in, not just their name and number. A conversation about replacing a trough needs a different follow-up from someone considering a larger irrigation project.
Agree on the next step while you’re talking. That could be sending a spec sheet, preparing a quote or booking a visit to the customer’s property. Where an on-site assessment or demonstration makes sense, offer it as a practical way to move the conversation forward.
For a complete before-and-after plan, see our guide to promoting an agribusiness at field days and agricultural shows.
Work with agronomists, advisers and dealers
Agronomists, rural finance managers and machinery dealers can influence which suppliers a farmer considers. Focus on the people whose customers have a relevant need for what you sell.
A one-page summary of what you do, who it suits, where you operate and how to contact you gives them something useful to pass on. Keep it plain and practical. Make your offer easy to explain in a sentence.
When someone refers a customer, follow up promptly and deliver on what you’ve promised. The person recommending you is putting their own reputation behind the introduction.
Follow up with remarketing
Rural buying decisions can take weeks or months, particularly for equipment, water infrastructure or finance. Remarketing gives you a way to remind previous website visitors about a relevant offer while they’re considering their options.
Offer a useful next step, such as a quote, a site assessment or a spec sheet, rather than repeating your brand name. Match the message to the product or service they were looking at.
Remarketing supports the other channels; it doesn’t replace reaching new customers or following up with existing enquiries. Before spending on it, check that your website tracking, enquiry forms and call tracking are working.
If visitors aren’t enquiring, review the offer and contact options using our guide to landing pages for rural and agricultural customers.
Where social media still fits
Social media still has a useful role in agricultural marketing. You can show finished work, share customer results, answer common questions and stay visible between purchases. Paid social can also help put an offer in front of a relevant audience.
Use it alongside the channels above, with a clear next step for anyone interested. Judge the activity by the enquiries and sales it contributes to, rather than likes alone.
The problem isn’t having a Facebook page that works. It’s having no other reliable way for customers to find you or get in touch.
Building a farmer lead pipeline with Huppatz Digital
Start by looking at where your last ten enquiries came from, which became customers and how they were followed up. If most came through one channel, choose one additional way to reach buyers and put a simple follow-up process around it.
We work with businesses that sell to farmers and producers across Australia. If you’d like help choosing the right channels and turning interest into enquiries, talk to us about agricultural and rural marketing.
