Farmers use Technology (That Includes the Internet)
From CEO Tim Whitley:
Farmers are the original entrepreneurs, and cannot hide away from today’s technology. If they do, it could mean the end of their businesses. If we do not innovate, we are going backwards.
I was raised around technology on a small farm in Texas and saw how it was going to transform our industry. That was 20 years ago. I remember the times when we used CB Radios to communicate to drivers, mechanics, technicians, helping hands, etc. Then it evolved into having a television in the cab to watch our daily soaps and the news. Of course, the greatest innovation was and air conditioning in the cabs, but that was a time I thankfully do not remember.
The first time I ever saw a cell phone was in the cab of a tractor. It was the newest way to communicate with whoever did not have CB Radio. It plugged right into the cigarette lighter and would always drain the battery if we forgot to turn it off overnight. It always had static the line and we joked about getting brain cancer, but it was the latest thing to communicate when we needed to while working in the fields. I didn’t see cell phone adoption in other categories until years later.
Today’s tractors are right out of a movie. It reminds me of the movie series “Transformers.” Today’s technology does even more than I could have ever imagined. At age 10, I would think of things that would be “next.” I dreamed of a tractor that could drive itself relying on lasers, GPS and sensors. I dreamed of an AC system that would work like the thermostat that was in the farmhouse; you set it and forget it. I dreamed of a more comfortable seat versus the folded down armrest that my grandfather made me sit on. They still have work to do on that last one…
Think of how tractors are and what the future might hold. Who says that tomorrow’s technology will even require a driver? Have you seen “Interstellar"? We are quickly approaching a future where farmers can expand their enterprises by working on other projects, as they check the status of their fleet with drones, iPads and smartphones.
Did you know that it is forecasted that 80% of drone usage in the near future will be that of the agriculture and livestock categories? Think of all the money that can be saved by spraying fields with a drone versus having an aircraft to do it. Think of the time it would save for a cattleman to be able to check on his or her cattle day or night, vacation or at home, via drone.
All of these things are not possibilities, they are certainties. Just as certain as we know that they are using the Internet to research, research, research, research…
Ag reality: Search activity for “used farm equipment” on Google is up 105% over of 2015. There are many possible reasons for this trend, but I don’t have to tell you that equipment dealers are having a hard year; yet, activity is up 105%. The customers are out there… we can help you connect with them.
Are farmers getting smarter using technology from 2014 to 2015? Maybe, but doubtful. A 2013 study from Fastline showed that 99% of big ag farmers were already using their smartphones to do this type of research.
Are used equipment sales up 105%? Oh, no… not at all. This would be fantastic, but unlikely.
So, what is it?
Think about this: Farmers use the Internet to check the weather, commodities, news, entertainment, etc., but they also use the Internet to buy their next vehicles whether that is a farm truck or a family vehicle. They check up-to 24 different websites prior to even selecting the vehicle they want to test-drive. 24. Two… Four. Twenty-Four. It is impressive the amount of research they do prior to the test drive and this is quickly progressing in other industries such as ag and equipment.
We do know that small ag farmers use up to seven different websites prior to even into a dealership to see the physical product. has never been greater in today’s age with the Internet. They need research. They require research. They want the best deal.
The dealers who provide this information on a rich platform will be successful. The dealers who truly have a digital media strategy for 2015 will ultimately capture all of these leads due to other dealers simply ignoring them.
I have spoken to a lot of dealers who believe they are prepared to compete in the digital media world by having a website, but it is no longer just about having a website.
Here is a checklist of items you must have in today’s world:
1. Responsive Website - Fancy term developers use that means the dealer’s site can be viewed on any device as the site conforms to the user’s screen size. In fact, 80% of searches online are conducted on a smartphone. Responsive means that it utilizes the same database across all screens and does not have separate mobile and desktop sites. If the site has an actual mobile site, this is not good. Google released a new algorithm that will penalize sites that are not up to code.
2. Inventory Management - Caution to dealers! Just because you have inventory on your site does not mean you are getting SEO benefits for that inventory. Google wants you to control your domain and to not integrate items that “do not belong to you.” For example, most TractorHouse websites I-frame their inventory into your website. This gives you no benefit and only gives credit to TractorHouse.com. This is a scheme that must stop if you are to gain traction on a local and regional basis. This is TractorHouse’s way of boosting its website numbers and traffic from its database, not yours.
3. Inventory Automation - Just because you have inventory on your site does not mean you have to physically put it on your site. You want to have a real-time live feed of your current inventory on your website. Do not waste time putting inventory on multiple sites. Worry about putting it in one place and creating an automated system that saves you time, stress and headaches.
4, Website Content - Web content should be as easy as editing a Word document. are usually “locked” and developers provide you little access to change what needs to be changed, or better yet, it costs you extra money and takes days to get changed. You need easy access to change anything on your site in real time.
5. Weather, Ag News, OEM Material & Commodities Information - Are you providing the content that farmers are requesting on other sites every day? Becoming their trusted “ ” landing page, what if you could automate the entire feed and have users directed to the information that is real-time and accurate according to their locations? We know how. Check out gogreenway.com
How many can you check?
You’re not alone, most ag dealers will not be able to check off every single one of the items above because of misinformation and misdirection. Let me help you get in today’s game with a true digital media strategy that gets results.
