A solid set of buyer personas can dramatically improve your marketing and sales efforts. With them, you can tailor your messaging, products and services to the specific needs of your individual grower segments.
But one common obstacle to creating buyer personas is figuring out who those personas are in the first place.
In previous posts, we've talked about how to build your buyer personas on a solid foundation of data. But here, we're going to take a step back and provide a few examples of farmer buyer personas to give you and your marketing team some ideas for your own.
We derived these personas from our own statistical predictive model powered by our data. Here's a breakdown of farmers by each persona:
1. The Numbers-Focused/ROI Farmer
For the Numbers-Focused Farmer, the bottom line is: the bottom line. This farmer makes key decisions based on what will make the most profit and return on investment.
Here are some examples of the Numbers-Focused Farmer's common day-to-day activities:
- Routinely evaluate the market for commodity prices
- Assess opportunity costs
- Monitor inputs and outputs for measuring the technical efficiency of the farm
- Analyzing and reviewing their financial data
Marketing and selling to a Numbers-Focused Farmer is simple and straightforward. Find the products and services that are going to improve their ROI, and hit that message home.
2. The Sustainable Farmer
While the Numbers-Focused Farmer prioritizes financial data, the Sustainable Farmer looks to the land. A Sustainable Farmer is driven by the desire to reduce environmental damage and keep the land in optimal condition.
Here are some of the things are Sustainable Farmer might do:
- Maintaining crop diversity and rotations
- Preventing soil erosion
- Minimizing climate pollution
When it comes down to it, the Sustainable Farmer believes in both their impact on the environment and their own soil health and fertility. They are more likely to use cover crops or no-farming and use natural nutrients and biological crop protection.
3. The Brand Loyalist
Never underestimate the power of a reputable brand. This is especially true when working with the Brand Loyalist.
Once you win over a Brand Loyalist, you've got their business for the long haul. Unfortunately, that also means that if they're doing business with a competitor, getting them to switch to your product can be tricky.
Here are some of the key things a Brand Loyalist believes:
- The personal relationship is as important as the product itself
- Brand loyalty benefits the farm
- Continued business with the same company can provide cost savings and other benefits
If your sales team is up for a challenge, go after the Brand Loyalist and see if you can convince them to switch over to your products. And know that if you do win them over, they won't be going anywhere for a long time.
4. The Frugal Farmer
It's no secret that being a farmer in today's economy is challenging. Our next persona example, the Frugal Farmer, is a product of this environment.
Here are some of the attributes of the Frugal Farmer:
- They look for good deals on equipment, seed, crop protection, etc.
- They will keep an eye out to cut unnecessary costs
- If possible, they'll take a do-it-yourself approach to the bulk of their farm tasks
Frugal farmers are more likely to use generic inputs and look to show prices online. They are not likely early adopters of technology or anything that last a long-term payback. They are also more likely to be hands on in farm decisions or activities.
5. The AgTech Leader
As an agribusiness leader, you probably think often about the evolution of AgTech and how it's going to change the industry. But believe us, no one thinks about it more than our next persona example: the AgTech Leader.
This farmer isn't just reacting to the changes in technology -- they're on the front lines, focusing on using every tool at their disposal to make their operations more efficient and productive. And with the right tech tools, they can save themselves time and headaches in the process.
Here are some things to keep in mind about the AgTech leader:
- They believe that adapting and innovating with new technology is required for a farming business to be successful
- Technology has been a net positive for their farming business, and for the industry
- Monitoring climate variables (precipitation levels, soil temperature, etc.) improves productivity and reduces costs
If you have a high-tech product, or need a market of farmers that you know are innovative by nature, this is the market to go after.
6. The Expansionist
Farmers run their own businesses, and many of them, like any other industry, have their eye on the horizon. The Expansionist is looking to the future of the operation, and wants to expand the farming operation, primarily through obtaining more land.
Here are some key pain points for The Expansionist:
- Both purchasing and renting more land
- Diversifying their agricultural products (e.g. crops, livestock, etc.)
- Growing the farming business and invest profits back into the farm
For The Expansionist, the key marketing message is: all systems GROW. Keep that in mind when you talk to them.
Conclusion: Build Your Personas on a Data Foundation
Your marketing strategy requires an investment on your part. In addition to paying for copy, content, creative design, ad space, and other typical investments that come with a marketing campaign, it's important to invest in specific buyer personas that reflect both current and potential customers.
For more information on buyer personas, click here to access The Agribusiness Guide to Buyer Personas.