What works, what does it cost, and why do most companies in the agricultural sector fail with normal agencies. Everything they need to know — from an agency that is based on the farm itself.
Agricultural marketing comprises all measures with which agricultural and agribusiness companies specifically market their products, services or employer brand. This includes digital advertising, content production, website building, social media, search engine optimization, and recruiting campaigns — always with the aim of achieving measurable results.
The decisive difference to traditional marketing: In the agricultural sector, seasonality, technical language and industry-specific target groups play a central role. If you want to reach farmers, buyers in agricultural technology or decision makers in animal health, you need to know their world — field season, machine logic, stable construction, harvest pressure.
Short definition: Agricultural marketing = all marketing measures specifically for companies in agriculture, agricultural technology, barn technology and animal health.
Agricultural marketing is not just for farms. It is particularly relevant for B2B companies that want to address farmers as customers or applicants.
Anyone selling tractors, harvesters, or precision farming solutions needs channels that really reach farmers and farm managers — not generic B2B advertising.
Purchasing decisions in animal husbandry are complex and based on trust. Marketing that speaks the language of the farmer significantly shortens the sales cycle.
New technologies need explanation. Content marketing and targeted performance marketing generate interest out of skepticism — and inquiries out of interest.
Shortage of skilled workers is real in agriculture. If you're looking for agricultural machinery mechanics, agricultural technicians or plant managers, you won't find them on traditional job portals — but with targeted recruiting campaigns.
Anyone who markets products directly to end customers needs local visibility, social media presence and a functioning online shop.
Not every channel works equally well for every agribusiness company. This overview shows which channels make sense when — and what can realistically be expected.
The choice of channel depends on your goal: lead generation, recruiting or brand building. We'll help you find the right setup.
Free initial consultationPerformance marketing means: advertising that works measurably. No gut feeling, no range illusions — but specific leads, applications or sales.
For agribusiness companies, this works primarily via Meta Ads and Google Ads. The decisive difference to normal agencies: We know which creatives work in agriculture. A tractor in action converts differently than a stock photo. A farmer who speaks directly into the camera beats every studio commercial.
Without proper tracking, you're blindly optimizing. Pixels, conversion events, UTM structures must be correct before the first ad runs.
Videos and pictures of the real farm, real machine, real farmer. Authenticity beats high gloss — in this industry more than anywhere else.
If the offer isn't right, no budget in the world scales. First the right offer, then the reach.
First results can be seen in 14—30 days. This is followed by a structured optimization cycle: A/B testing, audience adjustment, budget allocation.
Agricultural machinery mechanics, agricultural technicians, stable workers — the shortage of skilled workers in agriculture is not a problem for the future. He is there. And it won't be solved with print ads in bars and a notice on the bulletin board.
Modern recruiting campaigns for farms work differently:
Applicants from a radius of 30—80 km are addressed directly on Instagram and Facebook before they even actively search.
Anyone who shows what everyday working life really looks like — machines, teams, stable work — gets applicants who know what they're getting themselves into. Fewer jumps after the first day
The inhibition threshold is significantly lower than with a form. This is often the decisive difference for industrial applicants in agriculture.
A dedicated recruiting page with video, team presentation and a clear CTA converts 3—5x better than a standard job ad.
Anyone who visits the site but does not promote it will be contacted again. An underrated lever, especially in niches with few active applicants.
The honest answer: It depends. But we give them guidance because incorrect pricing is the most common cause of failed marketing projects in the industry.
Specialized agencies such as LÄND work with retainers between 1,500€ and 8,000€ per month, depending on the scope of services. Project-based collaboration is also possible.
For measurable results with Meta or Google Ads, we recommend a minimum budget of 1,000€ per month. You can scale from 2,500€.
Agricultural content requires real production work on the farm. Individual video productions cost 1,500—8,000 €, depending on the effort and length.
A professional agency website or an agricultural technology shop is between 3,000€ and 25,000€, depending on the scope.
A one-time fee of 500 — 2,000€. Without clean tracking, every media budget flies blind.
Once you switch gears and don't optimize anything, you burn money. Professional support pays off quickly thanks to better CPLs.
Rule of thumb: A realistic annual budget for a medium-sized agribusiness company that wants measurable results is between 20,000€ and 80,000€ — including agency, production and media budget.
A recruiting campaign for harvester drivers, which starts in August, is too late. Anyone who doesn't know when to sow, harvest and when to invest is planning past the customer.
“Innovative agricultural solutions for sustainable growth” — no one who has ever been on a farm sounds like. Farmers and buyers in agricultural technology immediately notice who knows the industry and who doesn't.
Stock photos of happy farmers in wheat fields don't work. Real content — shot on real companies, with real machines — converts many times better in this target group.
Here you can get an insight into our projects. Our projects always focus on a holistic understanding of the industry and the target group as well as a lasting impact.
We will see together whether the collaboration makes sense. No pitch, no sales pressure — just an honest assessment of what can work for your company.
Based on your goals, we develop a specific setup: which channels, which budget, which content. Not a one-size-fits-all package — but a solution to your specific problem.
Content that is filmed on the farm. Creatives that work in the target group. Campaigns that go live and are immediately tracked.
Monthly reporting with real figures. Not agency prose — but CPL, ROAS, conversion rate and what that means for your business.
Agricultural technology retailers, stable construction companies, animal health companies and agricultural technology startups in particular are seeing rapid results. But traditional agricultural businesses with direct marketing or recruiting needs also benefit greatly.
For long-tail keywords with low competition — as they often occur in agricultural marketing — initial rankings in 60—90 days are realistic. You calculate 4—8 months for key terms such as “agricultural marketing” or “agricultural technology marketing.”
Yes We have experience with DACH-wide and European campaigns. Linguistic and cultural adaptation for Austria and Switzerland is part of our standard service.
Direct marketing is aimed at end consumers — i.e. people who buy farm products. Agricultural marketing in the B2B sense is aimed at companies and decision makers in the value chain. We can do both, but our focus is clearly on B2B agribusiness.
More than 50 agribusiness companies are already working with LÄND. Book a free 30-minute conversation now and let's see what's possible for your company.
Book a free initial consultation
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It has never been easier to put together a stellar website to showcase my portfolio. Modern and creative, the Mickey template along with the ease of use of Webflow makes it simple to transform my portfolio in a positive way.
It has never been easier to put together a stellar website to showcase my portfolio. Modern and creative, the Mickey template along with the ease of use of Webflow makes it simple to transform my portfolio in a positive way.
It has never been easier to put together a stellar website to showcase my portfolio. Modern and creative, the Mickey template along with the ease of use of Webflow makes it simple to transform my portfolio in a positive way.
It has never been easier to put together a stellar website to showcase my portfolio. Modern and creative, the Mickey template along with the ease of use of Webflow makes it simple to transform my portfolio in a positive way.
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