Marketing Strategy

Becoming a Farmer Instead of a Hunter

There are plenty of different marketing strategies out there, but here’s one that’s been proven time and time again.

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Oftentimes, sales and marketing can feel like a constant hustle. It becomes a race to see who has the most Instagram followers, who gets the most press coverage, who can buy the most radio ads, and who can translate that into conversions. It’s easy to lose focus and become so overwhelmed that you start doing everything … but nothing well.

Of course, conversions are at the forefront of marketing. The point of a business is to generate a profit, so if your marketing efforts aren’t reeling in sales, there’s something wrong with your strategy that needs to be adjusted. But the mind-set of a “hunter”—that you need to go out and find people to sell to—isn’t always the most productive way to impact your bottom line.

Instead, what if you thought of marketing as farming?

The “farming” marketing mind-set comes down to planting seeds and reaping the benefits. It may take a bit longer, but the payoff is much greater and much more focused.

Here are some examples of “farming” marketing strategies as opposed to “hunting” ones:

  • Writing high-quality blog posts and social media content instead of making cold sales calls;
  • Securing native advertising and PR coverage instead of paying for print ads;
  • Cultivating an engaged audience on social media instead of purchasing names for your e-mail list;
  • Providing consistent, valuable education to your followers instead of viewing them as an ATM; and
  • Creating long-lasting networking relationships instead of responding to auctions or bid wars.

The benefits of a “farming” mind-set are numerous. For starters, it will prevent you and your marketing team from getting burned out. The constant need to get out there and chase after deals will leave people feeling demoralized. Second, it helps dig consumers out of pricing wars. When they have numerous companies chasing after them, they’re more likely to simply go with the least-expensive option. When they’ve instead engaged with a brand more long term through content marketing, they’re much more likely to go with your company because of the know-like-trust factor. That’s a much better start to a relationship and one that’s likely to last longer, as well.

Overall, creating a hybrid of a farming/hunting strategy may benefit your business. But giving more weight to farming and a bit less to hunting will create a loyal customer base that sticks around longer than your latest launch. It will also help your team feel innovative, rewarded, and, most importantly, successful.