Marketing for Ag Producers 2021
Agricultural Economics & Community Development
Brooklyne Wassel
County Extension Agent
University of Georgia
Zebulon
Abstract
Agribusiness is Georgia’s leading industry with over $74 billion in annual economic impact and 9.9 million acres of operating farmland. Georgia’s agricultural producers know how to run their businesses; however, many struggle to leverage digital marketing strategies to reach potential customers. Following the onset of the pandemic, many producers sought new avenues for product sales which necessitated digital marketing and connecting with new clientele. University of Georgia Extension – Pike County partnered with the University of Georgia Small Business Development Center to create a virtual marketing series specifically targeting ag producers and their specialized needs. Producers were invited to attend four free, online sessions: Reaching your customers online, getting your business online, telling your story online and putting it all together. Through the series, participants were taught how to set S.M.A.R.T. goals to align business and marketing efforts, techniques to identify their target customer and craft buyers personas, website implementation and design practices, how to create and optimize business accounts for Google My Business, Facebook and Instagram and techniques to respond to negative feedback on social media platforms. Marketing for Ag Producers 2021 educated 76 participants from 41 counties throughout Georgia representing 15 agricultural commodities. Following the series, 100% of participants reported the information was presented effectively, provided practical skills and knowledge to manage their business, helped them to understand their audience and planned to implement skills learned in the series within 12 months. Furthermore, the series acted as a gateway to resources for producers. Prior to beginning the series, ag producers reported less than 20% utilized the Small Business Development Center and approximately 60% utilized their local Extension office. Following the series, 100% of participants reported they would utilize the Small Business Development Center and their local Extension office going forward to help with their agribusiness. This relationship building and access to resources helps to set a foundation for successful agribusinesses.
Authors: Brooklyne Wassel, Robbie Parks, Todd Carlisle
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Brooklyne Wassel County Extension Agent, University of Georgia Cooperative Extension, Georgia, 30295
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Robbie Parks Business Consultant, University of Georgia Small Business Development Center, Georgia, 30501
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Todd Carlisle Area Director, University of Georgia Small Business Development Center, Georgia, 31907