Using Data to Predict & Act On farmers' behavior

Posted by Steve Rao On January 08, 2018

 

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Your database of farmers’ information is more than simply an informational deposit box.

In fact, it may hold the keys to strengthening your sales strategies - you just don’t know it yet.

Database marketing is a powerful analysis tool that lets you mine your existing data to glean new information you may have simply never considered before. Not only can data inform you of your farmers’ purchasing patterns of the past, but it can also predict purchasing behavior in the future.

(Note: This article is part of the "Agricultural Business" series. Click here  to read the free guide.)

Finding the connection between documented interactions that farmers have with your brand and predicting their future behaviors give you the insight you need to focus your marketing strategies to reach them with new ad campaigns and relevant product offerings.

When you use data to understand and predict farmers' future behaviors, here's what you're able to do:

 

Optimize your messaging.

When you run an ad campaign, you should not only see a boost in your leads and sales, but you should amass a collection of data to help you hone your future campaign strategies. Conversion rates, client responses and other feedback you collect during and after an ad campaign provide insight to the successes of your past strategies and inform future ones.

Your email campaigns are powerful instructive tools, because through them you can get exact information on open rates and click-throughs to your company’s website. When you follow this data far enough, you can learn whether your website gives farmers what they’re looking for and what improvements need to be made to help future campaigns succeed.

Improving your ads, web presence, lead nurturing and follow-up surveys in response to campaign successes - or failures - will improve your marketing strategies going forward. You can custom tailor your information to your farmers without paying a cent for additional data or waiting to compile some other subset of information.

 

Get to know your farmers as individuals. 

You’ve built farmer personas to help you market more effectively to the farmers in your territory. But your personas can be used as so much more than a mock customer that your new sales personnel need to “meet” before they finish their onboarding.

When you know your customers, you know how to reach them with targeted marketing strategies and products that they’re likely to be interested in. If you’ve already invested the time and energy to developing buyer personas for your farmers, then you owe it to yourself to take full advantage of what those personas can provide for your sales and marketing teams.

To guide this exercise, ask questions about how many hours your farmers are spending in the field versus doing administrative work, or whether they use tablets to keep track of their field data. Go beyond the scope of the farm and business purchases to round out your personas and make them more authentic and relatable.

 

Tailor future products and services to farmers' needs. 

Strong knowledge of your farmers’ purchasing habits and preferences indicates how you can pivot to meet their future needs. Your data can provide you with a wealth of useful information, from how to tailor your customer service strategies to which products make it through development.

Analyze your personas, demographic information and relevant responses from past campaigns to determine where your brand is exceeding and where you need to shift focus to better meet your clients’ needs.

For example, if your data tells you that the farmers you work with regularly take out credit for purchases at the beginning of the year and pay it back after harvest, you can tailor your payment terms seasonally to better meet your clients’ needs.

When you understand what past data is telling you, you can create winning strategies for the future.

 

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