How to Engage Farmers through Technology

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If you are looking to engage farmers through technology (and if you want to successfully market to farmers you better be!), it is important that you pay close attention to exactly who you are looking to engage. It also is important to remember that the best method to connect with a particular farmer today may not be the best method next week or next month.

In other words, when engaging farmers through technology, the name of the game is adaption. And if you aren’t constantly adapting to the farmers you want to reach, chances are you aren’t going to reach them at all. If all this sounds overwhelming, fear not, what follows are some tips to help you match the right engagement tool to the right farmer at the right time.

  1. Remember that segmenting is the name of the game. Within your target market, organize farmers based on specific demographics-size of farm, crop type, for example. Segmenting farmers allows you to tailor your marketing message. And the more relevant the message, the more likely farmers are to respond and engage.
  2. Get interactive. Use different forms of media to determine which are the most popular with your target audience. Host a webinar and see how many people tune in, for example. It also is a good idea to try to mix particular media. Send out an email that asks people to like your Facebook page. Not only will you find out what modes of communication your target audience prefers, you can gather important contact information in the process.
  3. Don’t reinvent the wheel. If there are channels that the farmers you are targeting already use, jump in and join the conversation. Do your research to find out where farmers go to share information or get advice. It also pays to find out who the key influencers are within a particular demographic you are trying to reach. By engaging with key influencers you can get your name out there, as well.
  4. Repeat. Technology moves quickly so once you have segmented your target audience, gotten interactive and jumped on already popular channels, it is important to repeat these steps on a regular basis. Only then can you be sure that you are keeping up with the farmers you are looking to reach.

Today’s world is becoming smaller thanks to technology. This means that you can reach out to more farmers than ever. But as is true with almost everything, quality trumps quantity. Make sure you are using technology to help you connect with the type of farmers you are targeting, not just the most farmers.

When it Comes to Marketing, Not all Farmers are Created Equal

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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.

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

Inbound or Outbound? That is the Question for Today’s Ag-Marketers

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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.

How to Measure the Success of Online Marketing Campaigns

Marketing to farmers through the use of digital campaigns is becoming much more popular and it is easy to see why. Farmers—like most people—are spending more and more time online these days, with much of that time being spent on mobile devices.

Despite the rise in digital marketing efforts, it is still relatively difficult to measure the success of these type of campaigns. After all, no matter how many clicks your campaign receives, those clicks don’t mean much if they fail to generate leads. Further, there is no way to judge which clicks signal interest in your brand and which do not. Did a consumer click on your ad by accident? How did an individual respond to your ad once he or she clicked on it? So if clicks aren’t an effective way to measure the success of an online marketing campaign, how can success be measured?

It all comes down to knowing what happens after a consumer clicks on an ad. How long did they spend on the page? Did they request more information? Did they fill out an order form or join your email list? Did they return to your site at a later date?

When it comes to successfully marketing your Ag business, the goal isn’t to reach the greatest number of people. Rather, you want to reach people who are most likely to buy the products and services that you are selling.

E-newsletters are an important example of why the quality of clicks always trump the quantity of clicks. Many marketers feel that they are wasting their time on these types of newsletters because they don’t get a flood of interest after every issue. However, research has shown that e-newsletters are an extremely effective way to market a business. Why? Because the individuals who actually go to the trouble of subscribing to such newsletters do so because they are seriously considering purchasing from that company when the time is right.

Marketing your Ag-based business online requires a strategic approach and an ability to correctly measure success beyond counting clicks. The key is to be patient and realize that in the online marketing arena, slow and steady really does win the race.

Top Agricultural Trends to Watch in the New Year

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It’s that time of year! When experts give their predictions for what will unfold in the New Year. And experts in the agricultural industry are ready with their predications for 2017.

Many in the agricultural industry are looking with cautious optimism to the New Year and there is hope that it will bring relief to farmers who continue to struggle with low commodity prices. This optimism stems from the fact that many analysts are predicting a recovery in commodity prices as corn and soybean supplies begin to decline and consumption around the world increases.

So what are some other important Ag trends to keep an eye on in 2017?

Trend #1: Slowing Machine Sales

Farmers will be much more likely to buy used equipment or try to get another year out of current equipment instead of making new purchases. Another factor in fewer machinery sales is elevated inventories for equipment sellers and a decrease in value for trade-ins. And while there are definite tax benefits to buying new, the reality is that farmers don’t have a whole lot to write off.

Trend #2: A Continued Interest in Precision Ag

Precision Ag will continue to pique the interest of farmers but price will be an issue. Farmers also are expected to continue to take an interest in free software categories but it is not known what will happen once these software offerings are no longer free.

Trend #3: Crop Protection will be a Hot Button Issue

Crop insurance will continue to be the most popular risk management tool that farmers employ. When it comes to weed-management issues, farmers are expected to face tremendous challenges with herbicide-resistant varieties. The expense of name-brand products to fight these weeds points to the use of generic products, however. Demand is expected to be light for insecticides and fungicides.

Trend #4: Decrease in Fertilizer Costs

Lower energy costs mean fertilizer prices should come down in 2017. Analysts predict that global supply and demand issues for all nutrient categories will continue pressure on prices, benefitting farmers.

Trend #5: Lower Fuel Costs

A decrease in fuel costs will offer relief to farmers and the Ag economy as a whole. Biodiesel and ethanol consumption also is expected to increase slightly.

How Safe is Your Farm Shop?

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If you own a farm, chances are there is a shop on that farm. And while crops and livestock may be the lifeblood of a farm, the shop is what keeps everything in working order.

Unfortunately, farm shops can be dangerous places. The tools and machinery contained in shops, when used incorrectly, can lead to injuries and, in rare cases, even death. During the cold, winter months, shops are especially busy as equipment repair and maintenance tasks are undertaken.

Not every shop accident can be foreseen or prevented. However, agricultural safety experts say that shop accidents and injuries can be drastically reduced by keeping the following in mind when working in the shop:

1. Good housekeeping goes a long way. Trips and falls are most often caused by clutter so make sure to keep walkways and work areas swept and free of debris. It also is important to clean up any spills right away.

2. Keep things well lit. Poor lighting makes it difficult to perform work safely and can cause eye strain. Make sure the entire shop is adequately lit and be sure to change burnt out bulbs promptly.

3. Save your back. Hydraulic lifts and hoists help to prevent back strain and injuries. Be sure to use this type of equipment when lifting heavy objects.

4. Protect yourself. Personal protective equipment (PPE) is a must in the shop. From eye goggles to heavy-duty work boots, failure to use the appropriate PPE can lead to injuries. Whether it is a mask to protect from filter dust or steel-toed boots to save your feet from falling objects, make sure you are always dressed for the job.

5. Get grounded. When electrical equipment isn’t properly grounded you risk electrical injury. Also be careful never to use frayed cords or cord less than 12-gauge. These type of cords may cost more but are well worth the investment as they are safer and help prevent motor damage.

6. Extinguish fire risks. Flammable and combustible materials should be stored away from heat sources and flammable liquids must be stored in covered containers. Always hang fire extinguishers near shop doors and check them annually. Proper ventilation also is essential.

Shop safety is a vital part of overall farm safety. If you are unsure if your shop is up to code, or need help installing safety features, it may be in your best interest to seek the advice of a safety expert. After all, whether you are working in the field or in the shop, safety must always be your first priority.