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How Farmers Are Using Digital Content

February 18, 2019by Jim Eadie

Quoting a study by Successful Farming cites that “70 percent of farmers are online daily,” and almost a third are online multiple times each day. This was no doubt helped by the fact that in the past eight years, the number of farms with internet access rose from 60% to 71%, further closing the gap that divides growers from the national average of around 74%.

We have highlighted three important digital characteristics of the modern farmer, with some key takeaways.

1. Farmers Stay Close to Their Phones

First, almost all farmers own a cell phone, and the vast majority say they “always” have it with them when doing farm work. In fact, nearly 9 out of 10 farmers said they “use their cell phones multiple times per day.” Multiple industry people we spoke with said they use it to scan Twitter and industry websites to scan the latest trends happening in the Industry.

Takeaway: You want to showcase your brand consistently, and effectively. Tell your story and have key messages set up through channels your perspective customers use multiple times.

2. Farmers Do More Than Just Watch YouTube—They Learn from It

Recent data suggests that YouTube is the current leader for Farmers to learn from on Social Media. Much of that is due to the educational content growers seek there, Twitter and Facebook are most important for brand building and article sharing/viewing.

According to new information posted at MarketingtoFarmers.com, 44% of farmers in a recent study said they “watch videos to acquire information on products and services for their farm.” Over half of the farmers in that survey say they use YouTube every month, many checking in with it weekly and daily.

Takeaway: Leverage You tube to showcase key product information/new products, or corporate marketing. Keep and eye on using Video as a short commentary alternative into the future. Use YouTube for information hungry farmers wanting to learn and Twitter/Facebook for brand building and content sharing.

3. Farmers Only go to Tradeshows and Read Magazines

If internet usage is up for Farmers and there are sustainable internet portals why is the focus still tradeshow and magazine advertising?  There is something to say with a personal connection at a show and the touch and feel of a magazine but we need to start working more efficiently and effectively to reach our targets daily. If the numbers are showing a digital increase it is time to add it as part of the mix. Digital advertising is like always having your fridge well stocked with food (by doing so you are completely covered at all times) and not just covered with bare necessities. Online advertising reaches potential customers at all times.

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