8 Digital Do’s And Don’ts

As online editor for the CropLife Media Group (CLMG’s) and long-time employee at its parent company, Meister Media Worldwide (MMW), I’ve had a front-row seat to the evolution of our brands. I’ve witnessed CropLife and CropLife IRON transform from magazine-only products into the successful multi-media properties they are today. While printed magazines remain a staple at MMW, they are now neatly integrated with live events, award programs, e-newsletters, Web sites, and more.

The “more” part is often digital in nature. It’s also the area I spend countless hours immersed in such things as social media, video, Webinars, and other technology-driven tools. These digital components are now part of our DNA at CLMG. For example, PrecisionAg, sister publication to CropLife and CropLife IRON, offers its audience an online community at the PrecisionAg Network. Our Web sites are loaded with video content. Webinars are becoming routine. And, of course, there’s “more.”

But “more” hasn’t come without its share of “aha” moments. The lessons learned are plentiful. In fact, you may be able to use some of them in making your own ag retail business more digital-centric. Thus, I present to you eight digital do’s and don’ts to consider for 2010 (in no particular order):

  1. DON’T procrastinate developing your Web site. How would you like your customers to think of your business? Robust perhaps? Secure, with a clear mission? Easy to contact and to deal with? Well, shouldn’t your Web site reflect these qualities? No longer is procrastination an option when it comes to Web development. Plus, the cost to develop a Web site has never been lower than it is today. You no longer need a Webmaster or IT person to have a Web site. The software available today makes running a Web site easy and nontechnical, which leads us to our next item.
  2. DO give ownership of your Web site. Anytime a business spends money, no matter the cost, someone should be accountable for the return on investment. A Web site is no different. Speaking from experience, designating someone in your operation to be responsible for your Web site is an absolute must. This is particularly important when your site features e-customer tools and the mounds of customer data tied to them.
  3. DON’T overlook your Web site as an important customer service tool. Your customers are flocking to the Web to save money. That means sales opportunities for your business. Are you taking advantage of them? Customer relationship management (CRM) is a widely used strategy for managing and nurturing a company’s interactions with its customers. It often involves using Web-based technology to organize and automate business processes — principally sales-related activities, but also those for marketing, customer service, and technical support. Consider investing in a CRM tool for your business.
  4. DO subscribe to an e-newsletter(s). In the fast-paced world of e-everything, you demand information that is convenient, timely, and easy to understand. E-newsletters can deliver vital business and technology news right to your desktop via the Web. They offer an opportunity to stay up-to-date with the latest industry news, trends, and insights. Subscribe to CropLife e-News today (shameless plug No. 1).
  5. DON’T dismiss the value of social media. Social networks may have been prospering long before the Web, but only in the last few years have they crossed into the mainstream. So why use social networking? To tell stories. To make sense of the information we share. To put it in context. THAT is the value of social networking. So many people dismiss the need to network in this way, yet we see how critical it really is. Social networking sites like Facebook and Twitter have presented several new ways to promote your business … especially locally. These opportunities can drive new traffic to your Web site. Are you ready? Consider joining our online community for precision agriculture at the PrecisionAg Network and/or become a fan of CropLife on Facebook (shameless plug Nos. 2 and 3).
  6. DO attend a Webinar. There are a number of benefits to attending a Webinar. You don’t need to leave your office or home (I’m actually attending one as I write this column). The entire Webinar is conducted from the convenience of your desk or meeting room. Fancy technology is not required. All you need is a computer with a high-speed Internet connection and speakers. You don’t have to waste time traveling to and from a specific location. You will gain insights and information from professionals knowledgeable in their fields. Consider attending CropLife’s State of the Industry Webinar at www.croplife.com/soiwebinar (shameless plug No. 4).
  7. DO use video as an educational tool. One of the reasons YouTube is so incredibly popular is because creating videos is faster and easier than ever. Why not use video as part of your dealership safety and security training program? You can post these training videos on your Web site, or company Intranet, and make them available on-demand. At CropLife, video has allowed us to reach our audience in a whole new way.
  8. DON’T be overwhelmed by technology. The Internet is allowing us to do things we’ve never been able to do. Many routine tasks can now be now automated through Web technology. It’s truly amazing. The downsides are that it’s addictive and you can become tied to it in ways that are exhausting. The wireless age has opened the floodgates of momentary distractions. The barrage of e-mail, phone calls, text messages and new info from Web sites provides a steady flow of interruptions we can tap — or that can tap us — at any given second. Try to not get caught up in it 24/7.

Leave a Reply

Matt Hopkins Stories

Twitter
Matt Hopkins15 Twitter Accounts Every Ag Professional Must Follow
October 13, 2016
What do singer Katy Perry and the President of the United States have in common? They are two of the Read More
Farmers on Tablet
Matt Hopkins6 Mobile App Trends Worth Watching In Agriculture
May 9, 2016
The agricultural industry is being transformed by the use of data. It is everywhere, and over the next several years, Read More
Social media
Matt Hopkins7 Social Media Trends Shaping Ag Retail In 2016
April 22, 2016
After writing my last column on why social media is a must for ag retailers, I heard from several readers Read More
Farmer on social media
Matt Hopkins6 Compelling Reasons Why Social Media Is A Must For Ag Retailers
March 17, 2016
The evolution and growth of social media use among ag retailers since 2010 has been nothing less than astonishing. In Read More
Trending Articles
Precision AgTrimble Debuts End-to-End FMIS Platform
November 28, 2016
October’s inaugural PrecisionAg Vision Conference left this author with many thoughts and things to ponder in the coming months. Probably Read More
CHS Primeland
CropLife 100The 2016 CropLife 100 Report: Reviewing The Many Bulls And Bears Impacting This Year’s Marketplace
November 28, 2016
For virtually all of 2016, the nation was wholly focused on the big Presidential election. Some folks aligned themselves with Read More
Monsanto sign
Crop InputsMissouri Governor Meets With Bayer CEO To Discuss Monsanto Merger
November 21, 2016
Missouri Gov. Jay Nixon visited Bayer AG global headquarters in Leverkusen, Germany, on November 18 to discuss the proposed Bayer-Monsanto Read More
STS16 2017
SprayersHagie Manufacturing Releases 2017 STS16 Sprayer To Market
November 16, 2016
Hagie Manufacturing LLC’s largest full season applicator is now available with enhancements for the 2017 model year. Hagie is officially Read More
Wilco
CropLife 100Valley Agronomics, Wilco-Winfield To Form New Agronomy Joint Venture
November 11, 2016
Valley Agronomics LLC, headquartered in Rupert, ID, is a joint venture between Valley Wide Cooperative and Winfield Solutions, LLC. Wilco-Winfield, Read More
FertilizerThe Fertilizer Institute Issues Statement On The U.S. Elections
November 10, 2016
The Fertilizer Institute (TFI) President Chris Jahn has issued the following statement on the results of the 2016 elections: “TFI Read More
Latest News
ManagementCorn and soy planting update; Takeaways from Climate Co…
December 2, 2016
AgriBusiness Global Editor Dave Frabotta Joins Paul Schrimpf for a discussion of global corn and soybean planting trends, and a Read More
Radish cover crop taproot
Crop InputsSoil Health Institute, Datu Research Receive Grant To E…
December 1, 2016
The Soil Health Institute (SHI) and Datu Research has announced a $626,000 grant from the Walton Family Foundation to quantify Read More
Mike Stern
Precision AgClimate Corp. CEO Talks Retailer Support For Digital Ag
December 1, 2016
CropLife Magazine’s sister publication, AgriBusiness Global, recently sat down with Mike Stern, CEO of The Climate Corp., following the Monsanto subsidiary’s Read More
ManagementAg Industry Comes Together To Address Climate Change
December 1, 2016
Addressing climate change — and more specifically, decreasing greenhouse gas emissions from agriculture — can only be achieved through collective Read More
Young soybean field
HerbicidesLiquid Formulation Valor EZ Herbicide Available For 201…
December 1, 2016
Valent U.S.A. Corp. has released Valor EZ; a liquid formulation of the company’s leading herbicide, Valor. Named Valor EZ Herbicide Read More
Key Cooperative Marcus Construction Steel Building
ManagementThe Value Of Cooperatives In Modern Agriculture
December 1, 2016
Editor’s Note: Jaxon Mullinnix of  Lone Tree, IA, was recently named the Iowa state winner of the 2017 GROWMARK essay Read More
AGCO Operator of the Year Tony Kornder
SprayersAGCO Names Tony Kornder Operator Of The Year
December 1, 2016
AGCO Corp. names Tony Kornder with Genesis Growing Solutions in Le Sueur, MN, the 11th annual Operator of the Year. Read More
Chris Henney OABA
ManagementOABA Industry Conference To Provide Outlook For Future …
November 29, 2016
The upcoming Ohio AgriBusiness Association Industry Conference is packed with widely-respected speakers and industry professionals, sharing their expertise on a Read More
Corn
InsecticidesMajor Review Finds Neonic Poses Low Risk To Aquatic Inv…
November 28, 2016
A major new ecotoxicological review and risk assessment has been published in the peer-reviewed literature and concluded that registered crop Read More
EquipmentGSI Details New Grain Drying Efficiency System for Coop…
November 28, 2016
Grain elevators and ag co-ops are always looking for ways to increase their energy efficiency to help improve profitability. For Read More
Precision AgTrimble Debuts End-to-End FMIS Platform
November 28, 2016
October’s inaugural PrecisionAg Vision Conference left this author with many thoughts and things to ponder in the coming months. Probably Read More
AGCO AgControl system
Precision AgPrecision Ag Technology: Rate Control For The Times
November 28, 2016
It’s not surprising that the need for more economical, effective application is driving the demand for the latest rate controllers Read More
ARA
Eric SfiligojTaking The Industry’s Pulse At ARA
November 28, 2016
When most of you read this particular column, many of the industry’s key folks will probably be spending at least Read More
CHS Primeland
CropLife 100The 2016 CropLife 100 Report: Reviewing The Many Bulls …
November 28, 2016
For virtually all of 2016, the nation was wholly focused on the big Presidential election. Some folks aligned themselves with Read More
FertilizerNutrient Management, Conservation Among Topics Covered …
November 23, 2016
Certified crop advisers, consultants, farmers, agribusiness professionals and students will learn more about nutrient management, soil and water conservation, pest Read More
Monsanto sign
Crop InputsMissouri Governor Meets With Bayer CEO To Discuss Monsa…
November 21, 2016
Missouri Gov. Jay Nixon visited Bayer AG global headquarters in Leverkusen, Germany, on November 18 to discuss the proposed Bayer-Monsanto Read More
Arysta LifeScience
Crop InputsArysta LifeScience Forms Alliance With Beem Biologics
November 21, 2016
As part of its recently announced strategy to become a leader in high-value, high-growth specialty market segments in the crop Read More
DuPont sign
Crop InputsDuPont To End Pension Contribution For Active Employees
November 18, 2016
DuPont will no longer contribute to active employees’ pension plans, a move that will affect the retirement of 13,000 workers, Read More