Digital Strategies for Successful Livestock Marketing

This article was first published in the Lancaster Farmer

In an increasingly digital world, online marketing has become non-negotiable for running a business. Livestock producers who understand how to navigate this vital marketing channel can drive success and profitability for their enterprise. This article's purpose is to help livestock producers get a basic understanding of certain avenues of online marketing. The online marketing options explored in this article include: social media, online auctions, online shopping platforms, and websites.

Social Media

Social media is a broader term that describes various internet-based social platforms such as Facebook, Instagram, and YouTube. On these platforms, people, also referred to as "users", can upload pictures, videos, and posts to personal or business pages. From there, other users can like, comment, or repost the original content. Social media can also include online discussion platforms (e.g., Reddit) and communication platforms like WhatsApp.

These platforms are great for sharing and creating business stories, as well as for connecting directly with an audience. Social media differs from other avenues because it allows producers who own the page to have the ease of a two-way conversation with consumers. For livestock producers, the use of social media can take many forms. People can use it to share day-to-day farm activities, announce upcoming sales, and drive traffic to an online store or website. All these things establish a connection between a consumer and a producer, which, in some cases, can boost success and profitability.

However, be sure to follow the platform's terms of service and commerce policies when using social media. Especially when buying or selling live animals. Social media can be an inexpensive way to advertise and expand your brand; however, these pages take time to develop and require consistent, high-quality engagement to be successful.

Online Auctions

Online auctions, also known as online sales, have recently come to the forefront for buying or selling breeding stock, semen, embryos, or show animals. These sales take place over online auctions or bidding platforms, such as DVauction, Show Circuit Online Sales, and Superior Livestock Auction. Producers selling on these platforms usually must provide pictures and/or videos of the animals or material they are selling. They should also include all proper genetic, breeding, and health information.

These platforms can be used either in real-time or occur as timed, online-only auctions. With real-time auctions, the platform uses live-streamed video so the buyer can watch the sale at home while bidding from their computer. In auctions that use this method, there is typically an extra "ring man" who signals the online bid to the real-time auctioneer. The other version is a timed, online-only auction that allows the buyer to access the sale for a set period. The bidder is free to make their offers at any time through the platform and can be notified when they are outbid. Once the sale has run for the listed duration, it is closed, and the buyer with the highest bid owns that animal.

Using online sales platforms allows livestock producers to sell animals to consumers beyond those available locally. However, these platforms are not free to use and usually come at a cost, such as 5 to 8% commission based on gross sales. There is also a cost for the time it takes to get pictures and videos of the animals. But for some producers, it might be the only way to reach buyers who fit their markets.

Online Shopping Platforms

E-commerce is the buying and selling of goods and services over the internet through online stores. These types of selling platforms include a customer-facing front end where consumers can browse products and decide whether to buy. The consumer can then add these items to a "shopping cart," which tracks their online order. When the consumer pays for the order, the payment is processed through a payment gateway, which securely handles the transaction. The producer or business owner is then responsible for determining how to deliver the customer's product, such as through shipping or pickup.

This type of online marketing is best suited for livestock producers selling specific products, such as retail cuts of meat, wool yarn, or goat milk soap. A dedicated online store can help you sell your product to both customers across the United States and locally. Online stores are open 24/7 and not geographically restricted, thereby broadening your consumer base and increasing accessibility. Maintaining an online store comes with costs and requires the workforce to diligently manage inventory, orders, shipping, and customer service. Also, shipping perishable items, such as meat, can come with its own set of challenges.

Websites

A website can serve as an online "home base" for a business. A website consists of one or more pages connected to an online "web address" (URL). These work the same as home addresses and are unique to each webpage. When a producer shares the URL to their website, it takes the consumer directly to their farm's webpage. Business webpages can include a variety of content, such as contact information, farm or business history, links to social media and online sales platforms, and more.

Having a well-designed website can help livestock producers create a designated place that holds all the connections to their business. A professional, accessible website could be the first thing a consumer or buyer sees, serving as a map for a business and leading them to other online marketing, such as an online storefront and social media platforms. This streamlined "home base" can help foster positive interactions with consumers, driving sales and profitability.

Although online marketing can seem daunting and unfamiliar, by being aware of a few key principles, livestock producers can use online marketing to connect with new audiences, drive markets, and build relationships. All of these developments can help expand profits and success.

Where trade names appear, no discrimination is intended, and no endorsement by Penn State Extension is implied.

Resources

Cornelisse, S. (2026, April 10). Developing and Maintaining a Website.

Joshi, V. (2024, October 9). The Power Of Social Media In Modern Marketing.

Salesforce. (n.d.). What is Ecommerce?.