Social Media Advertising: Your Guide to Building a Strong Marketing Foundation for Your Rural, Agriculture, or Food Business
For many business owners in agriculture, rural industries, or food production, social media advertising might feel like unfamiliar territory. You’ve got your hands full running the day-to-day operations of your farm, store, or food service, and the idea of navigating online ads can feel overwhelming. But with a little guidance, social media advertising can become a powerful tool to grow your business and connect with more customers.
To help you get started, let’s break down some of the biggest questions you might have about social media advertising and how to make it work for you.
1. Which Social Media Platform Is Right for My Business?
Choosing the right platform is a key decision. If you’re selling locally grown produce, offering farm-to-table experiences, or running a rural-based business, you want to reach the audience that will respond to what you offer. Here’s a quick breakdown of some of the top platforms:
Facebook & Instagram: If your target market includes families, food enthusiasts, or local communities, Facebook and Instagram are excellent options. These platforms let you show off your products with photos and videos—perfect for highlighting fresh produce, farm life, or behind-the-scenes glimpses of your business.
LinkedIn: For B2B businesses—like equipment suppliers or agricultural consultants—LinkedIn is where you can network with other professionals in the industry.
Twitter/X: Good for sharing timely updates, but with recent volatility of the platform, it’s not one we recommend investing in without an intensive strategy
On a similar note, Threads is a new platform under Instagram’s mast and is very similar to Twitter in functionality. It’s marketing relevance is yet to be seen and should be reserved for thought leadership content and discussion on theoretical issues in your niche instead of direct marketing.
TikTok: If your business has a fun, creative side and targets a younger crowd, short videos on TikTok can be a playful way to reach potential customers.
SnapChat has similar vibes to TikTok with an emphasis on paid content and increased user to user connection. This is not a channel that is very user friendly for most small businesses.
Each platform has unique strengths, so choosing the right one depends on your audience and how they engage with content.
2. How Much Should I Budget for Social Media Advertising?
Setting a budget for social media ads is one of the toughest decisions for new advertisers. The good news is that social media allows for flexibility—you can start small and scale up once you see what works.
For rural and agriculture businesses, consider starting with a test budget. Test different ads with around $5 to $10 per day in your immediate geographic area. Once you see which ads are bringing in the most clicks, sign-ups, or sales, you can increase your budget and audience targeting to maximize your return on investment (ROI).
Remember, social media advertising doesn’t require a massive budget to be effective. A targeted, well-crafted ad can do wonders for your business, especially when combined with your local reputation and word-of-mouth marketing.
3. What Types of Ads Should I Create?
There are so many types of ads out there, from image-based ads to video and carousel ads. Which one should you choose?
Image ads: This is a great place to start for most businesses in this space. Choose a photo that includes aspects of your business people might recognize or catch their attention. An eye-catching photo paired with a clear call-to-action (like "Order Now" or "Visit Our Farmstand") can drive sales or visits.
Video ads: Video ads are incredible, but are not the best place to start for most businesses, unless you are already investing in your video marketing assets. If you’re seeing success with organic content on TikTok and Instagram Reels, video ads are a good choice. Otherwise, stick to an Image ad until you’re more comfortable.
Carousel ads: These let you feature multiple products or photos from your business in one ad. Great for businesses offering a range of items, like farm stands, rural markets, or specialty food brands. These are great for showcasing your depth of offerings to customers.
The key is to align your ad format with your goal—whether that’s driving sales, building brand awareness, or getting more foot traffic.
4. How Do I Target the Right Audience?
No one wants to spend money on ads that are shown to the wrong people. Social media platforms allow you to target ads based on demographics, interests, and behaviors.
For example, if you’re selling organic honey, you can target health-conscious consumers, foodies, and people who follow sustainability or organic farming topics. If your rural business serves a local market, you can narrow your audience to specific geographic areas.
You can also create custom audiences from your customer lists or website visitors—reaching out to people who already know about your business can lead to quicker conversions, increased average order value, and shorter time between orders for customers.
5. What Metrics Should I Track?
Understanding what success looks like for your ad campaign is crucial. Here are a few metrics you should keep an eye on:
Reach and impressions: How many people saw your ad? This is especially important if you’re trying to build brand awareness.
Click-through rate (CTR): Did people engage with your ad and click on it? A good CTR means your ad caught their attention.
Conversions: If your goal is to drive sales, track how many people made a purchase or took a desired action after seeing your ad.
Setting clear goals, whether it’s increasing website traffic, boosting sales, or growing your email list, will help you measure success and adjust accordingly.
But most importantly we want to see what actions people took on your website. Stats you can look at here are time on site, actions on site, number of pages viewed, buttons clicked, and potential sales or lead forms collected.
6. What Are the Best Practices for Ad Copy and Creative?
Writing ad copy and creating visuals can feel daunting, but keep it simple. Highlight the unique aspects of your business, whether that’s farm-fresh ingredients, sustainable practices, or locally sourced goods. Here are a few tips:
Ad Copy: Be clear, concise, and focus on what makes your product stand out. A good rule of thumb? Think about what matters most to your customers—quality, convenience, or a connection to your values.
Creative: Use high-quality images and videos. Authenticity goes a long way, so don’t worry if everything isn’t perfect—people love seeing the real side of a business.
7. How Do I Optimize My Ad Campaigns?
Even the best ads can benefit from tweaking. Social media platforms let you A/B test, meaning you can run two versions of an ad to see which performs better. Change one thing at a time—whether it’s your headline, image, or call-to-action—and see what resonates with your audience.
As you gather data, refine your audience, adjust your budget, and keep testing new creative ideas. Optimization is a continuous process!
8. How Can I Ensure My Ads Comply with Platform Policies?
Each platform has its own rules, and breaking them can get your ads disapproved or your account suspended. Make sure your ads follow the platform’s guidelines. Common issues to watch out for include prohibited products, misleading claims, or improper use of copyrighted content.
9. How Does Social Media Advertising Fit Into My Marketing Strategy?
Social media ads should work hand-in-hand with your broader marketing efforts. They complement other initiatives, like your email marketing or on-site promotions, and help drive traffic to your website or physical location.
Think of social media advertising as one part of a larger infrastructure that supports your business’s growth. When done right, it can open the door to new customers and opportunities.
10. How Do I Stay Updated With Social Media Changes?
Social media platforms evolve quickly, so staying informed is key. Follow industry blogs, attend webinars, and keep an eye on platform updates to adapt your strategy.
By answering these key questions, you can take confident steps into the world of social media advertising and build a solid marketing foundation for your business. Whether you’re selling fresh produce, artisanal goods, or offering rural experiences, social media advertising can help grow your customer base and keep your business thriving for years to come.
