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by Osborn Barr

With the proliferation of tools available—and the pace at which those tools evolve—manufacturers can feel overwhelmed by the game of marketing their equipment.

Here’s a bit of good news. Marketing does not have to be ridiculously expensive or complicated. Implementing some simple marketing tips can boost sales and profits. Marketing agency Osborn Barr takes us back to the basics with these three simple and effective tips.

1) Know Your Audience

In an ever-evolving industry, this tip is No. 1. It’s easy to assume you know your audience, but guard against that. Understanding your audiences’ wants, needs and challenges will give you a lead in your marketing efforts.

How do you stay on top of these in this ever-evolving industry? Research.

The most direct option to learn about your audience is to ask them. Whether looking for objective data points or more subjective qualitative observations, observing and interacting with your audience can help you learn details specific to your brand.

When it’s not feasible to directly talk with audience members, there are other avenues to derive insights. Look for studies and research published by other organizations.

You also can look at the demographics and behaviors of your customer database, social media followers and website visitors. Social listening analyzes what your audience is saying about a subject. These insights can inform your marketing communication strategy.

On the flip side, it’s important to encourage your audience to learn who you are. For instance, an ag manufacturer can invite their key buyers’ friends and families to learn about the product or service provided. In doing so, you raise brand awareness and create an opportunity to better understand what drives your buyers’ decision-making.

2) Differentiate Yourself

The foundation of marketing is showing the world what’s unique about you. Marketing in ag is no different. Pick something you want to be known for and put all your effort into that.

For example, are you a manufacturer who takes pride in employee safety? Show your audience how you’re successfully creating an atmosphere of safety! Do this through a newsletter email. Promote your safety training. When you meet ever-higher safety goals, share the news.

Do you pride yourself on quick and effective customer service? Ensure your website and other marketing resources reflect this. Create a user-focused contact section that links your customer directly to a person ready to help. Establish touchpoints throughout each form of communication to show how available you are.

Home in on one differentiating factor, then use it to stand out in people’s minds. Standing out in marketing is what it’s all about.

3) Try New Things

Are you a faithful user of Twitter? Do you send out a direct mailer once a month? Your competitors may be doing the same. It’s natural to continue using the platforms you know well but changing the channels in marketing can help reach a completely different audience. It can also show your current audience that you’re up to date with the latest and greatest!

However, this doesn’t mean that you stop using these familiar platforms. Continue setting aside a portion of your marketing budget to direct mail and sponsored tweets, but perhaps start allocating some of that budget toward Facebook advertising. If you see success on Facebook and not Twitter, then transfer more of your budget and invest in the business-generating channel.

Osborn Barr Paramore is a full-service agency serving clients in the agriculture, tourism, food, and education industries. The team of more than 150 is composed of marketing professionals with broad experience developing and implementing strategic communications including digital, content, public relations, social, broadcast, creative and advertising. Two of the agency’s representatives spoke at the 2019 Marketing & Distribution Convention. Learn more at .