Beyond Buzzwords: Real Marketing Solutions for Real Business Owners
Let’s be honest—if you’re a business owner in the agriculture, rural, or food space, you’ve probably heard a ton of marketing buzzwords that leave you scratching your head. SEO this, engagement that, throw in a few “algorithms” for good measure. It's enough to make you want to toss your laptop into the nearest creek.
We get it. And more importantly, we’ve seen firsthand how unnecessary complexity can bog down rural and ag-focused businesses. Marketing doesn’t have to be a headache filled with fancy lingo and overcomplicated strategies. Sometimes the simplest approach works best, and, spoiler alert: simple doesn’t mean ineffective.
So let’s break it down together. The key to marketing success is clear communication, rooted in reality—not jargon. You’re trying to run a business, not decode some mysterious marketing language. Let’s cut through the noise and get to the good stuff.
Marketing Jargon Explained
We’re not here to bash all marketing terms—some of them have their place. But let’s demystify a few of the most common ones you’ve probably heard thrown around:
SEO (Search Engine Optimization): Simply put, it’s about making sure your website can be found easily by people searching for businesses like yours.
CTR (Click-Through Rate): The percentage of people who clicked on your ad or post after seeing it.
Engagement: This just means how people interact with your content—liking, commenting, sharing, etc.
Why does this jargon exist in the first place? It’s partly because marketers love to sound smart (hey, we can admit it). But it’s also because some of these concepts are important—they help explain how your business is performing online. The trick is knowing which terms actually matter and cutting through the fluff.
So, what should you focus on? Here’s a short list of the essentials:
Traffic to your website (Are people finding you?)
Conversions (Are visitors turning into customers?)
Engagement (Are people responding to your messaging?)
At the end of the day, these are the numbers that reflect what’s really happening in your business.
Simple Strategy Framework
Okay, now that we’ve cleared the air, let’s talk strategy. You don’t need a 40-page marketing plan to get started (or to succeed). What you need is a simple framework that aligns with your business and customers.
Understand Your Customers: Who are they? What do they care about? The more you know about them, the easier it is to speak their language—not some marketing version of it.
Identify Your Unique Value: What makes your business different? Whether it’s family-run roots, a commitment to sustainable farming, or the best peach jam in the county, you have something special to offer. Focus on that.
Choose Appropriate Channels: Not every platform is right for your business. Facebook might be great for reaching your local community, but Instagram or TikTok might be more effective if you're targeting a younger audience. Don’t spread yourself too thin trying to be everywhere at once.
Measure What Matters: Here’s the truth: not every metric is worth your time. Focus on what moves the needle—new customers, repeat buyers, and real engagement with your brand.
Practical Application
You don’t have to be a marketing guru to know when advice is worth following or when it’s just more jargon. Here are a few practical tips to help you navigate the marketing world:
Evaluate Marketing Advice: Ask yourself, “Does this align with my business goals and customers?” If not, it’s okay to skip it.
Ask the Right Questions: What are the results I should expect from this tactic? How will I measure success? If the answers seem vague or overly complicated, proceed with caution. While exact results can be difficult to predict, you should be able to get a general idea and an understanding of how success will be measured.
Watch for Red Flags: Any strategy that promises overnight success is probably too good to be true. Marketing takes time, especially when you're focused on building real, sustainable relationships with your customers. Going “viral” usually doesn’t bring you the results you actually want.
Success Indicators: Look for steady growth, engaged customers, and increasing sales. The flashy stuff—likes, followers, and impressions—can be nice, but they aren’t what keeps your business afloat and just a piece of the puzzle.
Action Steps
Ready to simplify your marketing and see real results? Start with these action steps:
Audit Your Current Marketing Materials: Look at your website, social media, and advertising. What’s working? What’s confusing?
Simplify Your Messaging: Keep it clear, authentic, and aligned with your values.
Test with Real Customers: Get feedback from the people who matter most—your customers.
Measure Results: Focus on what’s actually driving sales and engagement, and adjust as needed.
Marketing doesn’t have to be complicated. At the end of the day, it's about building trust with your customers through clear communication and strategies that make sense for your business. Forget the buzzwords—let’s focus on what really works.
Need help creating a marketing plan that fits your business? We’re here to help. Sign up for our “Marketing Routine” download. It’s a great place to start when you want to simplify your marketing strategy and make sure the basics of what drive business are in place.
