January 2017 – US Farm Data The Ag Marketer's Best Friend

One of the most common mistakes Ag-based businesses make when marketing to farmers is to group all farmers into the same category. This is not just a common mistake, it is a costly one,
as well.
It is important for agricultural businesses to recognize that all farmers are not the same. For example, a young farmer just starting out on his or her own is going to be swayed by a different message than a much-older farmer who has weathered decades of life on the farm.
So who are today’s farmers and how can each group of these farmers best be approached? Read on to find out.

Experienced farmers. This group of farmers still owns his or her farm but is no longer running its day-to-day operations. They are fiercely loyal to the Ag-based businesses that helped them get where they are today. They also respond to more traditional forms of marketing such as direct mail and sales calls.
Take-charge farmers. Like their predecessors above, these farmers own their farms but remain in charge of the day-to-day operations. They are fiercely loyal to certain brands and businesses but are open to change, especially if they feel they are not getting the most bang for their buck. These farmers respond to old and new forms of marketing but prefer to close a deal with a handshake.
Couples. There are several husband and wife teams who run their farm together. Decisions are usually made jointly and those decisions are revisited regularly. In other words, they are always looking for a better value or better product. Farm couples are extremely comfortable with digital marketing.
Managers. These types of farmers may work on a family farm or run a division of a larger, corporate farm. They are loyal to a brand as long as that brand continues to add value to their operation. Managers want to make sure the companies they work with have corporate and social policies in line with their own way of thinking. Digital marketing is second nature to these individuals.
The up-and-comers. These are the future of farming. They can be interns or entry-level workers on a corporate or family farm. They are loyal to companies that engage with them and help them do their job better. These up and comers want to see more than just digital marketing, they want innovative ideas on how to make their mark in the agricultural community.

For years, farmers have been viewed as one large target audience. But the most effective Ag marketers understand that this is not the best approach. Instead, this traditionally large target audience must be broken down into much small segments so that you can best speak to your target market of farmers.

What marketing technique should you use to promote your Ag-based business? Sounds like a pretty straightforward question. After all, it basically comes down to two choices: inbound or outbound.

There is no shortage of marketing gurus who will tell you that they know the answer to this question. No matter how much marketing experience these experts possess, however, if they don’t know your target audience, they can’t possible know the answer.

Take a look at the most successful businesses in any industry and you will find that they all have one thing in common. A laser-like focus on marketing to their target audience. This focus remains constant regardless of all the new and innovative marketing tactics available. For example, maybe a particular social media channel is all the rage but none of its customers use it. How likely is this business to gain customers through this social media channel? Not very!

Once you understand the audience you are marketing to it is essential that you remain focused on your marketing plan. Without focus, your marketing plan will be all over the map. In other words, it may be doing a lot but it certainly will not be accomplishing much.

If you are trying to build relationships with your Ag customers and you want them to see you as a thought leader in the industry, it is your best interest to focus on inbound marketing. Trying to get in front of a large number of farmers and ranchers and get your brand recognized? Outbound is the way to go.

Inbound marketing incorporates things like social media, content creation and SEO, all of which offer an opportunity for more targeted marketing. Not only does inbound marketing reach the right people, it allows a business to build relationships. This type of marketing will require a little more patience because it takes longer to see results.

Outbound marketing is a more tradition form of marketing which relies on things like cold calling, broadcast ads and direct mail. This form of marketing allows you to get out in front of larger number of people and build brand awareness much faster than inbound marketing. Outbound marketing is known for its speedy results but it is important to remember that those results usually only last as long as a campaign runs.

The way to achieve marketing success—no matter what the so-called experts tell you—is to know your audience and understand what you are trying to achieve. Only then can you focus on implementing the best marketing strategy possible.