These are the top 7 most common questions before we get hired as a social media marketing agency by Australia’s leading agribusinesses
1. Can you still effectively reach and convert farmers on social media?
At Wright Social, we’re not just reaching farmers—we’re driving tangible results. With a focused spend of $1,000 per month, we’ve successfully generated high-quality leads for products that retail from $500 to over $500,000. This is achieved by strategically targeting the right audience with the right message at the critical moments in their decision-making journey.
Farmers and agribusiness professionals are increasingly utilising social media for industry updates, innovations, and community engagement. At the Hart Field Days this year we spoke to growers who said ‘they’re finding all their information on social media these days,’ particularly relevant for connecting with other growers to find solutions. We capitalise on these insights by creating tailored content that speaks directly to their needs and interests, whilst positioning the brand to be part of their solution. Using platforms like X, Facebook, Instagram, and LinkedIn, we craft messages that resonate, delivering them with precision through on the ground insights and data-driven strategies. Our deep understanding of the unique challenges faced by farmers allows us to engage them effectively, ensuring that your message not only reaches them but also converts them into loyal, long-term customers.
This approach ensures that every dollar spent is maximized, driving significant ROI and fostering strong connections within the farming community.
2. How do you use AI to generate impactful content? And are there cost savings to us in doing so?
In agriculture, we’re in the people business, and trust is everything. At Wright Social, we prioritise trust and authenticity in the agriculture industry. While we view AI as a valuable tool, we use it selectively to enhance efficiency without losing the personal touch. We avoid using AI for final copy or messaging, focusing instead on leveraging it to suggest ideas, analyse trends, and automate tasks. AI helps us create multiple variations of video and image ads, optimizing engagement and reducing production time. For our clients, this means high-quality, consistent content that aligns with their brand while preserving genuine connections with their audience.
3. Can we produce more video content without the high costs?
Yes, producing high-quality video content doesn’t have to break the bank. We work closely with our clients to create video content that is both engaging and cost-effective. One of our key strategies is to empower your team with the right tools and skills to create authentic footage. You don’t need a full production set or videographer—authentic video is what’s getting traction. Once your team captures the content, you can send it through to us. We take care of the editing, polishing, formatting, and placing it in the right channels to achieve the best results from your target audience.
We manage multiple shared messenger groups across all of our clients, where content is submitted on a daily basis. Our role is to select the content we believe will perform the best, edit it, and turn it into something that is not only polished but also optimised for maximum engagement or the goal intended. This approach leverages existing assets and efficient production techniques to keep costs low while maximizing reach and outcomes.
4. Who handles the content creation—your team or ours? How does that work when you’re not involved in our day-to-day operations?
Content creation is a collaborative effort between your team and ours at Wright Social to ensure accurate portrayal of your product, service or expertise. You’re hiring an agency to save your time, add value to your customer experience, and meet your goals, whether that’s increased visibility or generating leads. Here’s how we make that happen:
We start by developing a comprehensive content strategy (as part of the broader social media strategy) underpinned by key content pillars that align with your marketing goals, brand voice, and target audience. Once this strategy is signed off, our team handles the bulk of the content creation. This includes ideation, production, and distribution, enlisting a technical writer or expert videographer where the budget allows or the project warrants it. There will be content that your team feeds through to us, which we further develop, and there will be content that we create independently based on what we’ve learnt about your business and our deep understanding of what makes the agri-rural audience tick. To combat any initial learning curve, we take the time to get to know your business inside and out. We focus on understanding the specific problems your product or service solves and how it benefits your customers. This in-depth knowledge allows us to craft content that truly resonates with your audience and delivers the best possible results. Regular check-ins and a streamlined communication process ensure that everything remains on-brand and aligned with your objectives, even when we’re not directly involved in your day-to-day operations.
5. Why should I choose your team of social media experts over hiring in-house?
Choosing Wright Social means accessing a team of specialists with expertise in both social media and agribusiness.
Our competitive advantage lies in our market knowledge and industry expertise, combined with the adoption of the best tools for the job.
Unlike an in-house team, we bring a breadth of experience across key social media platforms and agricultural industries, from livestock and cropping to agronomy and horticulture, allowing us to implement best practices and innovative strategies that drive meaningful results. Additionally, hiring us means you get a full team—content creators, case study writers, strategists, graphic designers, video editors, analysts—without the overhead costs associated with full-time employees, often coming well under the annual salary of a Social Media Manager or Content Specialist. Unlike employees, we won’t move to the next role or get stale, rather, we build on our knowledge and grow with you, continually adding more value to your agribusiness.
We pride ourselves on being reliable and trusted partners. We care about our reputation and want to do the best to serve our clients, their customers and their communities. We also offer annual strategy consultation, ensuring that our approach aligns with your agribusiness goals.
6. How do you measure and communicate success?
At Wright Social, we believe that what you can’t measure, you can’t manage. This philosophy is at the core of how we run our social media programs. Success is measured through a combination of quantitative and qualitative metrics, including engagement rates, conversion rates, audience growth, and ROI. The specific results we measure are directly tied to the objectives set in the strategy—whether it’s generating leads, where we track metrics like cost per lead, or building brand awareness, where we focus on metrics such as frequency and cost per impression.
For the majority of our clients, we establish clear KPIs at the outset. Every quarter, we review whether we’re meeting those KPIs, exceeding them, or if we need to pivot and reassess strategy to tactics. Regular reports and analytics are shared with you, along with insights and recommendations for continuous improvement. Our transparent approach ensures that you always have a clear understanding of how your social media efforts are performing and where adjustments might be needed to achieve your agribusiness goals.
7. Will you guarantee exclusivity and avoid working with our competitors?
We understand the importance of trust and confidentiality in the agribusiness sector. That’s why we offer exclusivity agreements to our clients. This demonstrates that our focus and resources are dedicated to your agribusiness brand’s success, limiting potential conflict of interest.
Another common question we get asked is:
What skills does your team bring that give us the reassurance our investment drives results and enhances our customer experience?
Our agile team brings a unique blend of social media and science communication skills tailored specifically to the agribusiness sector. This includes industry & farming knowledge, creative content production, data-driven strategy development, and savvy use of AI tools. We integrate science-based knowledge where applicable into our strategies, ensuring that our content is not only engaging but also accurate and credible, which is vital in the agriculture industry.
We understand the specific challenges and opportunities within the agricultural industry and apply our expertise to drive measurable results.
Our commitment to staying ahead of social media trends, combined with our understanding of core principles relevant to agribusiness, ensures that your investment not only meets current needs but also positions your agribusiness for future success. We focus on enhancing your customer experience by delivering content that resonates, builds trust, and fosters long-term relationships at all stages of the buying journey.
Do you have any questions that you would like us to answer?
Book a call with our team today and we’d be happy to answer any of your questions.
