If your marketing gets pushed down the priority list, you’re not alone.
We get it. Between busy seasons, lean teams, tight budgets, and big expectations, marketing often falls to the bottom of the list. For many agribusinesses, it’s not that marketing doesn’t matter, it’s just that there are only so many hours in a day.
But here’s the hard truth: waiting until things “slow down” to start working on your agriculture marketing strategy is a losing game.
Think of marketing like a flywheel. It starts slow, requiring steady, consistent effort to get moving. But over time, momentum builds. Leads start flowing in. Awareness grows. And eventually, your marketing moves the needle. But only if you start turning that wheel before it’s too late.
The Cost of Waiting
It’s tempting to hit pause on marketing when budgets feel tight or when things get busy. But waiting to market until you need new customers or new leads? That’s a recipe for stress.
Without a steady marketing engine running in the background, you’ll be left scrambling. Scrambling for leads. Scrambling to fill your sales pipeline. Scrambling to explain flat numbers to your board or leadership. This will cost you—not just in dollars, but in time, energy, and missed opportunities.
Meanwhile, your monthly expenses will keep rolling in. If your marketing isn’t working behind the scenes to generate awareness, you’re risking sales and revenue that will be hard to recover from.
The bottom line? Marketing isn’t something to switch on and off. It’s what keeps your business on a steady path.
Foundational Marketing Tactics for ROI
You don’t always need to launch a massive campaign to see marketing payoff. Go back to the basics and start with foundational efforts that deliver both short- and long-term return on investment. These are the building blocks that often get overlooked but will help your brand stay visible.
1. Build and Nurture Your Customer Database
Your customer or member list is one of your most valuable assets, whether you manage it in a full-fledged CRM or a good old-fashioned spreadsheet.
- Are you regularly gathering and adding new quality leads to your database?
- How are you staying in touch with existing customers?
2. Refresh Your Presence – Online and In-Person
When’s the last time you checked your Google listing or updated your trade show booth graphics? Small things can make a big impact.
Start with updating:
- Your website
- Social media bios and visuals
- Google Business profile
- Physical signage, brochures and any marketing materials
3. Set Clear Goals
Define your goals, and then back into the marketing activities that support them. A goal without a plan is just a wish, and marketing gives that plan structure and support.
- Do you know how many products you need to sell this quarter?
- Are you reaching the regions that matter most to your growth?
4. Develop a Strategy (Not Just Tactics)
It’s easy to fall into the trap of random marketing. But a strategic approach ensures every message, campaign, and touchpoint ladders up to your big-picture goals.
Whether it’s increasing awareness in a new geography, supporting a new product launch, or staying engaged with your core customers, a well thought-out strategy keeps your marketing flywheel spinning with purpose.
The Bottom Line
Marketing isn’t a nice-to-have. It’s a must-have investment in your business growth, your team’s time, and your future. When consistently done right, it strengthens your customer relationships, keeps you top-of-mind, and supports your sales pipeline.
You can’t afford to let your marketing slide. The more consistent you are, the more you build momentum. And the good news? You don’t have to do it alone. If your internal team is stretched thin, or you’re just not sure where to start, McCracken can help. From strategy sessions to content audits to CRM management, we partner with ag brands to create marketing solutions that fit your goals and budget. Let’s chat about how we can build real results for your business.
