The marketing funnel is a well-established concept, serving as a guiding framework that moves people through stages of awareness to decision-making. At Wright Social, we adapt this approach to suit the unique needs of agriculture by guiding farmers and rural communities through six key phases in their decision-making journey—leading them naturally toward a genuine path to purchase.
In agriculture, trust is at the heart of everything we do. When working with agribusinesses, for us, it’s not just about visibility or engagement; it’s about building authentic connections that lead to genuine outcomes or business. That’s why we apply the ‘trust lens’ to each step of our content strategy. By tailoring the funnel to prioritise trust, we’re able to resonate with audiences in a way that goes beyond transactions.
After nearly a decade of working across diverse agricultural sectors and audience groups, we’ve honed a unique approach we call the Ag Social Media Trust Funnel. This concept is built on a foundational truth we see time and again: effective agribusiness marketing is rooted in relationships, not transactions. This philosophy drives every piece of content we create, helping our clients earn not only attention but genuine customer loyalty.
Let’s take a closer look at Ag Social Media Trust Funnel and break it down.
1. Create Value
Our first step is all about delivering value. We start with content that speaks directly to the needs and interests of the agricultural audience. Creating upfront value is a powerful approach in building engagement and trust. By delivering value early, audiences are more likely to want to learn more and stay connected.
2. Be Authentic
In agriculture, authenticity is non-negotiable. Trust is built when you show up consistently, maintaining transparency and a genuine tone in every piece of content. Audiences resonate with those agribusiness brands that are relatable and honest, and this authenticity sets the stage for trust.
3. Be Helpful
Our goal here is to be helpful. This will look different for each client, however it can be sharing resources, educational tips, tools, and perspectives that solve real challenges for our clients’ audiences. By being helpful, agribusinesses become indispensable to their audience, establishing themselves as trusted resources for information and support.
4. Build Trust
Consistency and reliability are paramount, as is integrity. Through every interaction, we help our clients build trust through sharing content that helps their audience feel understood. This is because trust is built when we share not just solutions but insights that make people feel truly seen and understood. This shows audiences that they can count on these agribusinesses to deliver value, time and time again.
5. Establish Networks
Networking. We know how important it is for business development in agriculture. The agricultural community, particularly in rural and rural Australia, is all about connection, and the way we interact on social with our audience should reflect that. We help our clients actively engage with not only their audiences but influencers, and partners to build networks that expand reach and amplify impact. These connections allow for cross-collaboration and create a community that wants to share your message.
6. Foster Relationships
A thriving community forms when people feel valued and heard. Our goal is to help agribusinesses foster the right kind of relationships where audiences feel connected to the brand’s purpose and values, driving loyalty beyond the first or second purchase.
7. Grow Influence
With credibility and trust as a foundation, influence begins to develop. Insights shared carry more weight in the industry, people are tuning in and this allows clients to lead conversations. Overtime by showing up consistently on those topics their audience cares about brands position themselves as the go-to trusted authority in their niche.
8. Conversations that Lead to Genuine Actions
This is where trust transforms into action. The content journey has guided audiences to take the next step—whether signing up for an industry event, learning about a product, making a call to a sales rep, visiting a landing page, or completing a purchase.
Why Ag Social Media Trust Funnel works in Agribusiness
In the world of agriculture, trust isn’t just an added benefit—it’s essential. Every step in the Trust Funnel builds progressively toward authentic engagement, helping agribusinesses move beyond one-off transactions and toward lasting, valuable relationships. At Wright Social, we know that impactful marketing isn’t about the hard sell. It’s about building a lifelong customer and brand advocate.
Ready to see how the Trust Funnel can reshape your agribusiness marketing? Let’s start the conversation.
