I once created a dirt road cutting through a hill side using old peices of styro foam [the packing material from various DVD and TV boxes], news paper wads, and plaster cloth. The shape of the this was created with the newspaper wads and the styro foam acted as a the flat portion which would become the road. The plaster cloth was cut laid out on top of this foundation and spayed with water [some choose to dip the plaster cloth in the water and then lay it out which maybe better but I haven't tried it yet].
Now this is that part you were really asking about:
After the plaster dried i painted it with some cheap matt brown laytex paint [any earth tone will do as long as it's a matt finish]. After it dried i diluted some elmers school glue with water and painted it on the area where the "dirt" on the road would be. Now here are where the choices come in depending on scale. If you are woking with 1/35 scale you would sprinkle finer "dirt" than if you were modeling in 1/25 scale. My cars were in i/25 so i used Wood Land Scenics Tallus [rubble/fine rocks] which were a light tan color. If you get the lighter color rocks like grey they can be tinted to the color you want by sprinkleing them on the glue ,allowing to dry and putting either clothing die [dilute if necessary] or diluted acrylic paint in a spray bottle and spraying the rocks with it. This same method is also used to dye rocks made from plaster.
So to make a long story short paint an earth tone base, coat it with Elmers [or diluted Elmers], and simply sprinkle on the dirt/rocks.
Latex paint on the base is great because it's cheap, covers well, and covers quickly. Also some manuals recommend adding your turf for the grassy areas before the latex dries and you can skip the "painting with Elmers step". Anyway no matter which method you use after the the rocks have dried in place shake off the excess and then place some diluted Elmers in a spray bottle and spay it all over the the turf and the dirt road. Don't worry it will dry clear. Be aware that if you are using sand too much glue will make the sand take on a "muddy looking" texture.
I appologize for being long winded but i hope this helps. It took a lot of reading and trial and error to get this far and i wish i had someone to tell me when i started out. {I hadn't found this site yet!]LOL
GOOD LUCK!