Ireland’s Farm Machinery is a Lincolnshire-based dealership specialising in farm machinery, groundcare equipment and ATVs. Alongside machinery and vehicle sales, the business also provides servicing, repairs, aftersales support and hire, as well as operating a country store.

With so much happening across the business, there was no shortage of potential content. The opportunity was to capture it properly and turn it into a consistent social media presence. Atomic partnered with Ireland’s in February 2026 and now operates as its outsourced marketing team.

The challenge was to:

• increase visibility and reach
• grow the audience
• improve engagement
• generate more profile activity
• make greater use of video
• showcase the different sides of the business
• create content people genuinely want to watch

Atomic introduced a proactive Instagram strategy built around consistency, timing, relevance and performance.

The focus was on creating a regular flow of content across the different sides of the business, from machinery and ATVs to workshop activity, aftersales, hire, the country store and the people behind Ireland’s.

Our approach included:

• publishing consistently and at the right times
• increasing the use of short-form video content
• creating a mix of product, educational and entertaining content
• reacting quickly to relevant content opportunities
• monitoring performance to identify what was working
• creating more of the content that generated strong organic reach
• showcasing the wider business rather than focusing solely on machinery sales