Connect solutions and call to action to farmers’ needs and their bottom line
You’ve always heard, and maybe seen for yourself, that “It’s not what you know, but who you know.” Throughout our professional lives, these “who you know” connections are key.
With marketing to farmers, the “what” is as important as the “who” in establishing and keeping a connection with a farmer. You need to understand who you’re talking to and what you need to do to in order to connect on a nearly visceral level.
- Connect your message to a farmer’s thought process. Farmers are a solutions-oriented breed, regularly solving problems to make it through the day. This means your message needs to clearly show them what your solution is and why it will work for them.
- Connect what you have to offer to what a farmer needs in a timely manner. It’s important to understand what farmers have on their plates today, this week and this month. Plus, anticipate what they will need in the coming months, whether it’s product information, seasonal performance data or pricing. Synchronize your messaging and offers with those needs, because in farming, timing can be everything.
- Connect the farmer to the source of the information. Make it easy for them to learn more and ACT on your call to action. Is it a link they need to click to learn more? Somewhere they physically need to go? You probably have a very small window where you have their full attention. Make it count by clearly showing them what they need to do, and make it easy for them to do it.
- Connect the dots to show the farmers the bottom line. You have their attention. Now make it very clear how your product or service ultimately will solve the problem and increase their bottom line. Yes, farmers are in it because they love it. But at the end of the day, they’re making a living, too. Connect the dots to show them how you’re helping them do that.
Building lasting connections with farmers starts with crafting impactful messages that connect your brand’s solutions and call to action with a farmer’s needs and bottom line – the “who” and the “what.” Then, it’s about “where” the connection can be made, whether through farm media, social media or personal relationships. Get these three “W”s right, and your brand can maintain a meaningful connection with farmers.