Nowadays, having a good product is no longer a guarantee of success. In our complex world, with extensive competition in virtually every niche, promotion is the key to the visibility and even existence of your business. Today, you simply cannot disappear from the market, and modern promotion means disseminating your message through all available media: both offline and online. What's more, standing out from the competition and having a different approach can bring profitability and many referrals.

To Promote Your Business in the Digital Environment, Start with the Basics: Who Is Your Customer?

Why is this a vital question? Let’s sketch a practical case. Suppose you have a greenhouse where you grow apple trees, somewhere in the north of the country. The general tendency would be to say that potential consumers are all those who use apples in food. And that would be partially true, if… certain factors did not come into play:

• Who are your products suitable for? Who aren’t they suitable for?
• Who follows such a diet? Who doesn’t?
• Will your product be beneficial, or could it have negative effects on certain groups of people?

It’s easy to target an audience aged 18-60, but that’s like throwing a stone into the sea!

By choosing the right customer, you manage to:

• Set the message correctly – your communication must interest and, why not, engage the customer.
• Offer exactly what your client is looking for – ensuring they find you in the first place.
• Get feedback – which is crucial, especially if you want to grow and improve your business.

So, when you decide you need digital promotion, make an effort to effectively identify your ideal customer. Trust me, this will save your budget and precious time!

Which Communication Channels Should You Use?

Social Media

Let’s start with the giants! Yes, social media is a powerful tool today. This is no longer a secret.

If you're trying to make yourself known online and you don’t have a Facebook, LinkedIn, or Instagram page, your task will be extremely difficult. You should choose one or more platforms, as they will be useful for promoting your business and sharing information about you, directly from the source. You can connect with partners, customers, and potential clients, as most of them are online. These platforms also offer a messaging feature, making it easy for people to find and reach out to you.

If your business is predominantly B2B, LinkedIn can be very useful—your future business partners are there!

The Press

It’s extremely important to collaborate with specialized media outlets. The best approach is to communicate about events, company achievements, or important changes. How do you do this? Simple! Write unbiased press releases, include quality photographs, and send them to several publications. If at least one or two publications choose to write about you, you gain a huge advantage in both visibility and SEO.

Public Presentations and Conferences

Speaking about your business, whether online or offline, can significantly increase your visibility and credibility. Not everyone is willing to speak publicly, but doing so can bring multiple benefits.

Your Website

Your website is the primary source of information for people who want to learn about your business—both to answer the simple question, “What do you do?” and to provide more detailed insights. Here, you can upload blog articles, images, and videos showcasing your business in the best light. You can promote your products in articles, demonstrate their use, share customer photos, and provide helpful tips on how to maximize benefits. You can also create an online store and keep customers updated.

Practical Promotion Tips Based on Your Category

If You're a Producer, Try:

• • Providing information about your products' uses. For example, for blackberry producers: share details about health benefits, how to use them based on age and health conditions, product quality, and possible combinations. Your content should be as informative as possible for your audience. The goal of these posts is not just to sell but to educate, build brand trust, and establish authority.
  • Actively participating in online and offline social groups and events. This enhances brand visibility, brings it closer to consumers, and allows direct communication with buyers, helping you gather valuable feedback.
  • Developing a targeted social media and media strategy based on your business goals (domestic or international markets) to reach your end customers effectively. Partnerships can be beneficial, but analyze all aspects carefully before committing.

If You Represent an Agricultural Association:

• Work with the list of companies within your association. It would be beneficial to share information about each one, including product details, location, and updated photos. Ideally, this cycle should be repeated twice a year unless the list is very extensive.
• Address the questions and needs of both current and potential members—from market trends to soil cultivation tools. Valuable collaborations with industry-related companies can help provide solutions for all involved. For example, a dairy producers' association could negotiate better packaging prices or obtain discounts on animal feed. Sharing this information via Facebook posts, emails, or SMS/Viber updates would keep members informed and engaged.
• Collaborate with media outlets to develop reports on the most interesting success stories and challenges in the industry, along with potential solutions.
• Build partnerships with government and international institutions to expand into new markets.
• Provide helpful guidance on obtaining necessary documents, applying for tenders, export procedures, and selling in retail chains.

Combining Online and Offline Promotion

In agriculture, promotion must be both online and offline. Many of your potential customers may still prefer traditional methods of information. They might not be accustomed to searching for agricultural insights online. For this audience, use brochures, business cards, flyers, banners at trade events, and other offline marketing materials.