Most farmers I talk to are already convinced that the web is an important part of their marketing. This is part self-selection (staunch Luddite farmers will just ignore me) and part osmosis from hearing about the importantance of the web at farming conferences and from other farmers.
I can think of three reasons why the web is important to farmers as a marketing tool. Perhaps you can think of others? Leave them in comments.
Though the web is a perfect medium for marketing a farm, it is not in any way automatic. A good website takes time and energy and the results will not be paid back in a few weeks or months -- it will likely take years of consistent effort to build a good readership on a farm website. In this way, it is no different than building soil, refining herd genetics, or reducing weed load. It may take only a few seconds to send an email, but don't let that fool you: web marketing is as slow as anything else you do for your farm or your business.
Good luck with your farm website this Spring. We are seeing lots of new sign-ups and farmers with existing sites are excited about energizing their web presence.
Can you think of any other reasons to add to three above? Leave them in comments.