Building Brand Identity and Online Presence | Lauren Schmid
Navigating the Evolving Landscape of Agriculture Through Strong Branding and Digital Strategy
Marketing has become essential for agricultural operations, evolving from traditional methods like print ads for bull sales to more comprehensive strategies that include digital platforms, brand identity, and storytelling. As the industry continues to shift, it’s clear that marketing isn't just a luxury anymore; it’s an essential tool for any agricultural business looking to thrive.
Lauren Schmid, the founder of Lohschmid Marketing, recognized the lack of marketing representation in the agricultural space and set out to bridge the gap. Coming from a background deeply rooted in agriculture, Lauren grew up on a cattle farm and was involved in the grain farming side as well. However, after attending Bowling Green State University, she pursued marketing instead of an agricultural degree, seeing it as a way to bring fresh perspectives and strategies into the industry. At the time, agriculture marketing was limited to catalog ads and local sales flyers, and there was little attention given to more dynamic digital marketing techniques. But Lauren’s vision was clear—she wanted to offer something different, something that would take agricultural businesses to the next level.
She wasn’t wrong. Today, agriculture businesses that fail to embrace modern marketing are missing out on valuable opportunities. The importance of a strong brand identity cannot be overstated. Just like the McDonald's logo is universally recognized, a well-crafted brand for a farm or ranch operation should immediately communicate who they are and what they offer. Whether it's a logo, a visual icon, or a family name, the goal is for the brand to resonate with its audience on a personal level. A solid brand goes beyond recognition; it tells a story and creates a connection that builds trust and loyalty.
“The best sales are the ones that feel authentic and genuine, not like you’re being ‘sold to.’”
Lauren’s journey in marketing wasn’t without challenges. When she first started, there wasn’t a well-defined roadmap for marketers in agriculture. She didn’t let that stop her. Drawing from her experiences in agriculture, Lauren combined her marketing expertise with a love for the industry to create Lohschmid Marketing. She started small, taking on projects from businesses in the ag space that needed help establishing a digital presence. Over time, as more and more agricultural businesses began to recognize the importance of marketing, Lauren's vision flourished.
Today, digital marketing has become the primary method of communication in agriculture. While print still holds a place in certain areas, the ability to track ROI through digital platforms such as social media, websites, and email marketing is invaluable. Creating a website is one of the most important steps any business can take. It’s the central hub for all marketing efforts, where potential customers can explore the brand’s story, offerings, and values. It’s where customers can directly engage with the brand, and ultimately, it’s where conversions happen.
Marketing is not just about making a sale; it’s about building lasting relationships. Lauren believes in relationship-based marketing—where customers feel like they are part of the brand’s story before they even make a purchase. The most successful marketing strategies make customers feel invited into the fold. Instead of being sold to, they should feel like they are becoming part of a community they can trust. Trust is a fundamental element in agriculture, whether the business is selling cattle, offering services, or providing products. Customers need to know that the operation will deliver consistently and with integrity.
For those unsure where to start, the advice is simple: begin. Marketing doesn’t have to be overwhelming, and starting small is perfectly fine. Lauren’s approach to her business has always been grounded in working with what people have, no matter the size of their budget. Organic marketing, such as creating a social media presence and sharing the story of the operation, is a great first step. From there, businesses can build on their foundation, adding more sophisticated strategies like paid ads, optimized websites, and targeted campaigns.
Lauren’s own story is a testament to how far marketing can take an operation when embraced. Her background in agriculture, combined with a passion for modern marketing, allowed her to offer something fresh and innovative to a traditionally conservative industry. Her success proves that every operation, no matter its size, can benefit from a thoughtful, authentic marketing strategy.
Marketing has the potential to make or break an operation. It’s not just about selling; it’s about crafting a narrative that connects with customers, builds loyalty, and drives growth. As the agriculture industry continues to evolve, embracing modern marketing strategies is essential. Whether a business is new or multi-generational, marketing is no longer optional—it’s a key part of the foundation for success.
https://www.loschmidmarketing.com/
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