Over 70% of Farmers Prefer Online Business Transactions
More and more farmers are turning to the internet for their farming needs, and it’s changing the way business is done in agriculture.
According to the 2021 Ifac Irish Farm Report, 80% of farmers are now using technology in their daily work, and over 70% prefer to buy what they need online. This shift means that if you’re in the agribusiness, your online presence is more important than ever before and you need to ensure your online presence matches your offline reputation. Here’s why:
Transition from Traditional Shows to Digital Platforms
Traditionally, agribusinesses relied heavily on physical events like The National Ploughing Championship, Tullamore Show and Balmoral Show to showcase their products and services. However, with the rise of online browsing, farmers are now turning to digital platforms to discover and evaluate offerings to help in their decision-making processes, particularly around big ticket machinery and equipment. This transition presents an opportunity for businesses to reach the farming community more efficiently and cost-effectively through online marketing strategies. According to the Ifac research, 86% of farmers say broadband is “essential and/or critical” to their business.
This shift from traditional agricultural shows to digital platforms underscores the need for agribusinesses to develop a well-informed and structured digital marketing plan. Farmers expect seamless online experiences as any issues may lead them to competitors, potentially resulting in lost revenue. That means a professional and efficient digital presence is no longer a luxury but a necessity. To achieve that requires careful planning to create a seamless online experience. Websites should be fast, user-friendly, and intuitive to ensure that farmers can easily find what they need. In Ireland, grants are available for website creation to ease the financial strain on agribusiness seeking to improve their digital presence. A several other grant aided funding opportunities are also available to assist with digital marketing planning and digital development.
Why Your Digital Presence Matters
The importance of your digital presence cannot be overstated. With the majority of your customers now preferring to conduct business online, the state of your digital presence can significantly impact your connection with them. A strong online presence not only makes you visible and accessible but also ensures that farmers can quickly find the solutions they need. It’s not just about having a website — it’s about creating a digital ecosystem where farmers can confidently navigate and find what they’re looking for.
Your Website’s Functionality
A business’s website is at the heart of its online presence. It must be responsive, easily navigable, and informative. Farmers are increasingly turning to the internet for research and purchases, and a user-friendly website can be the deciding factor in a potential customer choosing your agribusiness over a competitor.
Community Visibility
Search engine optimisation (SEO), content marketing, and social media strategies ensure your services are easily found by those who need them most. Farmers searching for solutions should see you at the top of their search results, leading them directly to your digital doorstep.
Building Trust Online
The digital world thrives on trust and credibility. Showcasing customer testimonials, certifications, and detailed information about your products and services can help build confidence among your audience. An engaging and informative online presence tells farmers you understand their needs and are prepared to meet them.
Engaging with Your Community
As you well know, the agricultural community is tight-knit yet expansive, with a rich tradition of sharing knowledge and experiences. Engaging with this community through social media, digital forums, and online platforms can position your business as a valuable member and foster loyalty and long-term relationships.
An Effective Digital Strategy Guarantees Success
Your digital growth strategy should cater to the farming community and agribusiness.
This involves:
- A Responsive Design: Your website will be easily navigable on any device, enabling visitors to access your services from tablets and smartphones whether they are in the house, the shed, or the field.
- Simplified Service Browsing: Your website visitors will find the farming products they seek without getting lost between pages or fluffed content. Making it easy for them to enquire or purchase.
- Content That Resonates: Creating content that addresses your farming community’s specific challenges and interests, such as how-to guides on driving animal performance and increasing farm profitability.
- Easy Online Transactions: Creating a simple and efficient purchasing process with straightforward e-commerce solutions that save farmers time and hassle.
- Social Media: Publishing social content that shows the true personality of your brand and boosts awareness in your market. Creating frequent posts on popular social media platforms such as Facebook, LinkedIn, Twitter, and Instagram that engage followers and project your brand identity.
Hi-Spec, a Success Story in the Farm Machinery Industry
Hi-Spec Engineering Ltd., a very well known and established manufacturer of high-quality agricultural machinery, partnered with Grofuse to elevate its online presence and cater to farmers, who make up the company’s primary revenue. Grofuse created a modern, user-friendly website reflecting Hi-Spec’s exceptional reputation in the agricultural sector not only in Ireland but in countries around the world. The new website showcases Hi-Spec Engineering’s comprehensive product range through visually appealing design, easy navigation, and detailed product information, including specifications and manuals.
Key features of the website include a locator for stockists, stunning product photography, and optimised content that highlights the company’s history, commitment to quality, and innovation. This digital overhaul enhanced Hi-Spec Engineering’s brand identity and boosted its online visibility. In the first month following the launch, the website’s organic visits soared to 2,014 from the previous 1,163, marking a 30% increase in traffic. This remarkable growth in organic visits showcases the website’s success in engaging potential customers and amplifying Hi-Spec Engineering’s presence in the digital landscape.
Propel Your Brand to Digital Success with Grofuse
To thrive in the digital landscape, agribusinesses need a targeted marketing plan tailored to reach the farming community online. This will inform the digital strategies and tactics to be employed, including creation of a new website if that is required. Grofuse is a results-focussed digital growth agency that specialises in creating eye-catching, user-friendly websites and high performance digital marketing solutions to drive agribusiness brand visibility and revenue. Contact us today to ignite your digital growth!