Why Big Data Must be a Priority for Small Ag Businesses

Many small Ag business owners report that using big data isn’t a priority for them. After all, who has the time (or expertise) to collect and analyze customer data – let alone use that data to make critical marketing decisions.

At US Farm Data, we understand where these business owners are coming from. However, we also understand that in a world where Ag customers are inundated with more and more marketing messages, successfully pinpointing your ideal customer has never been more critical to the success of your business.

The fact is, big data isn’t as confusing or frightening as some have been led to believe. The key is to take the first step and then move forward from there. What follows is a basic plan that shows you how to get started putting big data to work for your Ag business:

• Gather Information:Whether you are engaging with people online or in a store, collect as much information and insights as you can. This is done through pop-up forms on your website or asking people to give you their email address when they are in your store. Something as simple as asking customers what they are interested in allows you to obtain important information.
• Organize:Now it is time to organize the data you have collected so you can begin to get a complete picture of your ideal customer. If you have more than one ideal customer, sort those customers by certain criteria. For example, crop type, number of acres or type of livestock. This simple step will make targeting your customers much easier and also will allow you to craft a marketing message that will speak directly to them.
• Look for Patterns: When you get to know your target audience, you are likely to come up with new and better marketing strategies that really speak to those customers. Are most of your farmers in their office at a certain time of day? Sending emails at this time is a simple but powerful example of using data to get in front of more customers and prospects.

Over time, as you learn more about your audience, you will be able to continue to collect data and fine tune your message even further. The result will be stronger relationships with your customers. But that’s not all, you’ll also know which marketing techniques work and which ones don’t – allowing you to put your marketing dollars to their best use.