Marketing to Rural Communities
Connecting with rural populations through marketing initiatives is important for many corporations, government agencies, and nonprofit organizations. Rural communities make up a substantial portion of the American population. Their residents frequently patronize organizations based in urban and suburban areas. Rural community members purchasing needs and interests frequently align with consumers in other regions; however, the way rural community members research prospective providers and suppliers may differ and need to be addressed by rural-informed marketing strategies.
Much of traditional advertising work focuses on urban and suburban populations. Such focus is reflected in widely popularized consumer trends, marketing campaigns, and publicity strategies. While these populations make up the majority of the American population, it does not constitute the entirety of our nation’s diverse communities. Thus, urban and suburban marketing techniques mail fail to capture the attention of audiences that include residents in rural communities. Understanding the unique needs and interests of rural populations is essential for marketing professionals charged with building these vital connections.
Meet America’s Rural Population
Rural communities account for approximately 97 percent of America’s landmass and 20 percent of the country’s overall population. Members of rural communities are more likely to own a home, reside in the state of their birth, and have served in the military than residents in urban areas. The average age of rural residents is reported to be slightly higher than that of urban residents. Additionally, rural communities continue to lag slightly behind urban and suburban communities in regard to internet access; however, internet connectivity is rapidly increasing across the nation.
While the majority of America’s population currently lives in urban areas, recent surveys have revealed that many urban residents report an interest in relocating to a rural community. Rural life often offers a lower cost of living, less crime, increased access to outdoor recreation, and an overall improved quality of life compared to many urban areas. As the pandemic spread across the United States, we observed a drastic shift in migration patterns as urban-dwelling residents sought out more rural areas in which to reside. These pandemic-directed moves were prompted by social distancing and powered by some professions' ability to work remotely.
Learn more: 6 Social Media Tips for Rural Audiences
Misconceptions About Marketing to Rural Populations
Unfortunately, many misconceptions exist about how organizations can connect with rural communities. Limited experience, inaccurate information, and urban bias of marketing professionals may account for the popularizing of these misconceptions. To effectively connect with rural populations, organizations must confront such misconceptions with accurate insights into how our wonderfully diverse rural communities contribute to our nation’s population.
Here are a few unfounded misconceptions about rural communities:
Rural populations are not online and will not be responsive to digital marketing strategies.
Rural communities are self-contained, and residents are not interested in outside offerings.
Rural populations only consume traditional media channels such as radio and newspapers.
Rural communities are homogenous in ethnicity, political affiliation, and religious beliefs.
Rural populations are poorer than urban populations and thus are not a viable market for organizations.
These misconceptions regarding our rural communities can greatly impair an organization’s ability to connect with rural target audiences. In reality, the majority of residents in rural communities are active online, display a vibrant interest in outside perspectives, consume a variety of media channels, and are increasingly diverse in culture and beliefs. When approached in a respectful and well-researched manner, rural communities can be a very receptive audience for organizations in a variety of sectors. Recognizing the differences that exist from community to community, along with the importance of customizing marketing strategies to each target audience, can help organizations improve their connection with rural populations.
Learn more: Reaching Rural Communities Through Social Media
Effective Strategies for Marketing to Rural Communities
As with all marketing strategies, organizations should invest in market research specific to the communities they are interested in serving. While there are some observable similarities in rural community comparison, every community is unique in its culture, history, and population. Understanding the target audience(s) on a community-based level is imperative for organizations interested in developing an effective marketing campaign.
Here are a few tips for getting to know rural communities:
Recognize that every community is different and avoid making inaccurate assumptions about audiences.
Conducting market research through multiple channels, including community discussion, meeting with community leaders and influencers, and collecting relevant data from surveys, publications, etc.
Incorporate community listening strategies into your overall communications approach to stay apprised of current events and updated information regarding community member attitudes, priorities, and values.
Similar to urban and suburban populations, an integrated marketing approach works best in reaching rural populations. An effective integrated marketing strategy will include traditional media tools (printed materials, radio, newspaper, billboards, etc.), digital marketing initiatives (landing pages, social media, internet-based advertisements, etc.), and publicity (media interviews, podcasts, etc.). While digital-only marketing tends to dominate mainstream marketing discussion, integrated marketing approaches consistently yield better results while reaching a more diverse audience base.
Learn more: 5 Rural Marketing Tips
Are you ready to connect with rural populations?
If your organization is interested in connecting with rural populations, please contact Becker Digital to schedule a consultation. As a boutique consulting agency with extensive experience marketing to rural communities, Becker Digital’s team is well-versed in developing customized strategies for mission-driven organizations. We would love to learn more about your organization’s mission and work with you to identify actionable strategies to achieve organizational goals.
Download the “Rural Outreach” White Paper:
Rural America is a vibrant segment of the United States population. Rural communities account for the majority of America’s landmass and approximately one-fifth of the country’s overall population. This geographically dispersed demographic is unique in lifestyle, needs, and priorities. Organizations that embrace a rural-focused strategy will be better positioned to foster long-term relationships in diverse rural communities.
Download a free copy of the “Rural Outreach” White Paper to discover what makes rural life unique, and learn how organizations can effectively engage rural populations!