If you've invested time and money in building a data-powered farmer persona, then you want to get as much mileage out of it and return on that investment as you can.
It's not just about how solid your persona is or how closely it aligns with your ideal customers. It's about whether you are able to use that persona to refine your addressable market, customize your marketing message to match the specific thought process of the farmer, and scale your business development and prospecting processes:
- Discover what kinds of messaging, conversation and products are truly going to resonate
- Structure your campaigns to align with their behaviors and expectations
- Choose the right marketing channels for the right farmer
- Avoid traps or pitfalls in both your marketing messaging and your sales conversations
Here are some specific steps you can take to market to a specific farmer persona.
1. Understand the persona inside and out.
To effectively market to a farmer, you need to understand who they are, what problems they face and, most importantly, how you can help solve those problems. A farmer persona is a tool to help you understand how the farmer thinks and the messages they'll best respond to.
If you're going to put your personas to effective use, however, you must understand them inside and out. That means knowing exactly how the persona is defined, what relevant demographics were involved in building them, some example customers who fit within that persona, etc.
Understand the persona, and you're one step closer to understanding the farmer.
2. Tailor messaging, products and services to that persona.
When you have a clear understanding of your ideal customer, that's when you have the power to tailor every interaction and recommendation to their needs, problems, and pain. Your marketing messages no longer need to follow a "spray and pray" approach.
Focus on delivering a message that responds to a real, specific challenge or pain. Then select the product that's best positioned to solve that problem.
For example, if you have a farmer whose sales persona is "Tech Enthusiast," you know that they're more likely to look to technology and precision to solve their problems. Your AgTech product should be the primary product that you pitch to them.
If the persona is "Precision Ag Innovator," you know their thought process is centered around being more targeted and precise in their choices in seed, crop protection, fertilizer, etc. Understanding the way this farmer thinks could drive you to learn more about the individual fields to deliver custom recommendations for each individual field.
3. Focus on meeting their needs and pain points.
Each farmer is facing different problems in a time of extreme market volatility. The way you communicate with them should be less focused on what you provide but how you solve the problem.
With a decreased spend potential among farmers due to lower commodity prices, the agribusiness that can provide the most value to the farmer's bottom line -- and demonstrate it to them in a way that's meaningful.
If a farmer's persona is Brand Loyalist, for instance, getting them to switch from their current solution to something new is going to be a tough sell. Understanding their needs and the vulnerabilities of their current solutions is going to be critical to making the sale, simply because you have an uphill battle to fight.
4. Adapt to insights and note discrepancies.
You may have the best, most highly researched personas in the world. But all data analysis is based on assumptions and, sometimes, those assumptions can be off-base.
So if there discrepancies between how a particular farmer behaves and how you expect them to behave based on their persona, don't write those off. Keep them in mind so that, if necessary, you can go back and adjust your predictive model and improve upon the predictions you've already made.