Agriculture · Machinery · Parts and supply
Commercial digital marketing for agricultural businesses.
Not campaigns, shows or press. Search, Shopping, SEO, conversion and measurement for the businesses that sell to farms: machinery dealers and manufacturers, parts and supply retailers, fencing, feed, buildings, equipment and services.
- Built from inside the industry
- Parts, machinery and supply
- Seasonality understood
What is different about selling to farms
Practical buyers. Seasonal demand. Orders by phone.
The buyer is the owner. They search on a phone in a yard between jobs, often by the model of the machine or the exact part number, and they will ring to check fitment before ordering because a wrong part costs a day. Demand arrives in seasons: fencing in spring, harvest parts in a six week window, drainage and buildings in winter. Dealers sit between manufacturer and farm, and the enquiry that starts on the manufacturer’s site finishes at the dealer’s counter.
Many agricultural marketing agencies are built around communications: shows, press, brand campaigns and creative. That is useful work and it is not what Arlieo does.
Arlieo does the commercial digital layer, agricultural digital marketing in the plain sense: the Shopping feed for a parts catalogue, the compatibility pages that rank for the tractor models, the paid search that stops spending on the wrong intent, the tracking that finally counts the phone orders, and the dealer journey that does not lose the enquiry between two websites.
Where the work applies
Four kinds of agricultural business.
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01
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eCommerce
Parts and supply retailers
Large catalogues, fitment and part number demand, Google Shopping, seasonal ranges, trade and account customers, phone orders. See eCommerce growth.
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02
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Lead generation
Machinery dealers and manufacturers
Model searches, demonstrations, used machinery enquiries, dealer locator journeys and the split between manufacturer and dealer sites. See B2B lead generation.
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03
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Both
Fencing, buildings, storage and equipment
Considered purchases researched online and finished by phone or quote. Search demand by application, measurement that includes the call.
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04
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Lead generation
Agricultural services and inputs
Agronomy, chemicals, feed and seed, amenity and contracting, where the enquiry or the account is the product and the season sets the calendar. Sectors Arlieo has worked in directly.
Two kinds of agency
Agricultural communications versus commercial digital.
How it runs
Seasons in, seasons out.
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01
Understand the calendar.
When each range sells, when buyers research, when the dealer is busiest. Budget and content follow it.
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02
Fix the measurement.
Phone orders, dealer enquiries and online orders counted and attributed before anything is judged.
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03
Map the demand.
Model, part, application and problem searches, by season, with the pages each needs.
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04
Build the journeys.
Compatibility, availability, trade pricing, the phone number, the dealer locator that works.
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05
Run and report.
Shopping, search and SEO managed to the season and reported on revenue and enquiries.
Questions from agricultural businesses.
Do you do shows, print or PR?
No. Arlieo is the commercial digital layer. If you need communications work, a specialist agricultural agency is the right choice, and the two kinds of work sit comfortably side by side.
Our sales are seasonal. Can marketing be?
It should be. Budgets, bids, stock signals in the feed and content all move with the season. Spending evenly across the year in a seasonal market wastes the quiet months and starves the busy ones.
We sell through dealers. Whose website does the work?
Both, with different jobs. The manufacturer’s site earns the model and application searches and hands a warm enquiry to the right dealer. The dealer’s site handles stock, used machinery, parts and service. Getting the handoff right is usually the biggest single opportunity.
Most of our orders come by phone. Is digital worth it?
Many phone orders are influenced by what the buyer found online first, and standard web analytics cannot see them. So the marketing that helped produce them looks like it produced nothing. Measuring the phone properly is the first job, and it usually changes the picture.
Marketing measured the way a farm business measures everything.
What it cost, what it brought in. Start with a conversation.