Rural Internet Update
Use of the internet as a sales and marketing tool in rural Australia has finally come of age. While the metropolitan based population embraced the technology enthusiastically some years back, there has been a delay in the rural population following suit. As with other rural services, country folk have been hampered by lack of access to necessary technology, excessive costs, poor training opportunities and an immature target market.
Fortunately, times have changed giving more country residents greater affordability and access to technology resources. New government initiatives have opened the way for affordable, fast and reliable access in even the most remote locations. The Government now provides generous subsidies through its Broadband Connect program. This replaces the old HiBIS scheme. As a result farmers can now enjoy the same quality and speed of internet connections at the same price as their city cousins.
In line with most technology, we have seen a fall in equipment prices too. It is possible to purchase an excellent home computer system for well under $1000. Ready to go with little set-up required these computers come complete with everything needed to get started. While connecting the computer to the outside world has been an issue in the past, it has recently become simple and effective. Today a rural user can have 2 way satellite access from their property for as little as $29.95 a month, with no set-up cost. Until now many folk have been paying the same prices for outdated, slow and unreliable dial up access.
With these advances, accessibility and cost are no longer an issue for rural families and businesses. Computers have become an everyday part of life now for many country people. Whether they use them in their business, or have purchased one for their kids for school work, they have, in the last 5 years become a common place item in most homes.
With the technology in place, the stage is set for rural and small businesses to take advantage of the sales and marketing opportunities the internet can provide.
Internet savvy farmers are using the net to promote their goods to a ready audience. This audience includes a broad range of the community, from fellow farmers and industry members, through to holiday makers and city dwellers looking for new experiences and products. This improved access gives the rural business a whole new marketplace to sell into, often at a premium price for boutique goods. The possibilities are endless, direct market anything from individual fleeces to the craft market, through to home made oils, preserves, jams and livestock.
The real beauty of a web site for a rural provider is that while they are out running their property the web site continues to operate as an information source, contact point and ordering service, capturing inquiries and orders.
From another angle, industry associations have been making good use of the internet to inform and promote particular breeds and products to prospective buyers and members. Association Members are enjoying the benefits of pooled resources, online saleyards and forums.
Fear of the unknown remains the last hurdle for some businesses. The processes behind developing and maintaining a web site can be a bit daunting. This can be simply resolved through some basic shopping around. Talk to others who have a web site and listen to their comments and recommendations. Talk to various web developers to determine pricing and, importantly what levels of service they are prepared to offer.
Choose reputable providers and compare pricing, this is very important. Over the last 12 months pricing from different providers has varied between $30 and $270 for domain name registration, with identical service levels. Ask for samples of work from prospective web developers, and look for one who will work with you. Avoid developers that try to make your business fit their profile. There are affordable, quality designers who produce custom sites that work. The whole process should be enjoyable and beneficial to your operation, not a chore.
