Ag Retail In The YouTube Age

With all due respect to the British New Wave band and one-hit wonder, The Buggles, video did NOT kill the radio star. Wounded, maybe, but not dead. And while I have my CSI detective hat on, I have real evidence that video also didn’t kill the print star. Proof of that can be found inside the pages of CropLife Magazine, which remains the heart and soul of the CropLife Media Group (CLMG). Ag retail’s most important topics and issues continue to be covered each month in the printed issues of this publication, including in-depth analysis by our experienced editors and leading industry experts.

But online video HAS carved a place in today’s mainstream media. With online video consumption growing at an astonishing rate, one should look no further than YouTube, the second-most-popular search engine. I’m convinced. I can’t tell you how many times I have gone to YouTube to watch a video I’ve heard about, then eight videos later I wonder where the time has gone? Or 15 videos later…or 30? Video is being used in so many ways and can be delivered anywhere your target audience is. To better understand the state of online video, consider the following statistics released from comScore, Inc., a leader in measuring the digital world:

  • In the month of December (2009), 178 million people watched 33.2 billion videos.
  • The average viewer watches 187 videos per month in the U.S.
  • Viewers tuned into 2 billion more videos in Dec. ’09 vs. Nov ’09.
  • The number of people viewing online video jumped nearly 20% in 2009.

CLMG has joined this video frenzy. CropLifeTV, video central on CropLife.com, shows coverage of industry events, interviews with top ag retailers, product demonstrations, and more. But regardless of whether you’re an ag retailer or a media company, it’s important to think holistically about how to incorporate video into your communications strategy. Here are 10 ways you can boost your business by using online videos:

  1. Welcome video. Consider putting a “welcome” video on your Web site. What better way to engage your Web visitors the moment they arrive on your home page than with a brief welcome message. This can establish an immediate connection and quickly build trust and rapport.
  2. “Quick tips” series. By posting video tips, you’re enhancing your expert status within ag retail, and establishing yourself as the “go-to” person for your grower-customers.
  3. Training videos. Using video as a training tool engages the participants, enables new techniques and practices to be shown in a short period, and standardizes the technical information disseminated to your employees and grower-customers.
  4. New employee orientation. Either professionally produced or employee generated – video is a great way to get new employees to listen and to understand. Using a video also means that every new employee will receive the same information. The employee can be shown the video upon being hired, leaving the managers free to work.
  5. Product demonstrations. You could create a video showing your grower-customers exactly how to apply crop inputs you sell, helping them maximize their yields. This would likely make them more inclined to renew orders the following season. Provide product-related information to aid use, including how-to for complex products that require training or further help.
  6. Events. Don’t leave the ag dealership without your Flip cam – or any portable camera that you can take to events and conferences. They are a great opportunity to capture what is going on in the industry and to communicate this knowledge with your employees and grower-customers.
  7. Testimonials. Of course, customer testimonials and video case studies have huge value as external marketing tools but don’t forget to communicate these valuable stories to your employees. Use networking opportunities to tape brief customer or colleague testimonials. Video testimonials are far more powerful than text alone.
  8. Virtual tour. A virtual tour is an easy, economical way to demonstrate to your grower-customers what your ag retail facility is all about. Showcase some of your key equipment, services, and products, while at the same time giving visual evidence that you respect the environment.
  9. Take advantage of YouTube. If hosting videos on your own server is not an option, consider YouTube. Essentially one big social network, YouTube is the most searched site after Google and just as easy to use. View one of the many tutorials on YouTube to learn how to create a channel for your business, subscribe to ag-related channels, upload videos, and even embed them on your own site.
  10. CropLife Video and PrecisionAg Video. View industry interviews, product reviews, and event coverage.

Leave a Reply

Matt Hopkins Stories

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
Wheat Growers
Matt Hopkins16 Most Diversified Ag Retailers In 2016
January 8, 2016
Diversification. It’s the battle cry for financial planners everywhere. Many will preach that spreading your investments across market sectors, industries, and Read More
Trending Articles
Southeast Farmers Coop - Finished Building
Retail FacilitiesNew Stueve Facilities Offer Ag Retailers Speed, Accuracy
July 9, 2016
Leading the industry in planning and constructing dry fertilizer storage and chemical warehouse solutions, Stueve Construction helped three ag retailers Read More
Heritage Cooperative
Retail FacilitiesKahler Automation Designs State-Of-The-Art Facility For Heritage Cooperative
July 4, 2016
Heritage Cooperative in Marysville, OH, needed an efficient liquid, dry and grain facility to serve the many needs of their Read More
The Andersons Waterloo
ManagementFirst Indiana Facility Certified Under 4R Nutrient Stewardship Certification Program
June 27, 2016
The 4R Nutrient Stewardship Certification Program has announced that The Andersons, Inc.’s Waterloo, IN, facility has been added to its Read More
Food IT
Industry NewsCalifornia Event Will Mix Ag And Tech Professionals To Explore IT Solutions
June 20, 2016
Silicon Valley is hot on agriculture, and an upcoming event in California will bring together the food and tech industries Read More
Monsanto Luling Plant
Eric SfiligojWhat’s Next For Monsanto?
May 31, 2016
For the folks at Monsanto’s headquarters in St. Louis, MO, it has been an eventful few weeks. Back on May Read More
Soybean Plant closeup
Industry NewsMonsanto Rejects Bayer Bid; Open To More Talks
May 25, 2016
Monsanto Co, the world’s largest seed company, turned down Bayer AG’s $62 billion acquisition bid as “incomplete and financially inadequate” Read More
Latest News
FertilizerGypsum Added To List Of Conservation Practices
July 28, 2016
Crop farmers in a growing number of states may be eligible for financial assistance from the USDA’s Natural Resources Conservation Read More
Management2016 CTIC Cover Crop Survey: 33% Report ROI From Cover …
July 28, 2016
Insight from 2,020 farmers from across the country reflected enthusiasm for cover crops and—for the fourth year in a row—found Read More
Palmer pigweed seedhead in cotton
HerbicidesStudy: Fall Weed Controls Can Make Significant Impact O…
July 28, 2016
An article published in the latest issue of the journal Weed Science shows that adopting harvest-time and post-harvest weed controls Read More
InsecticidesSyngenta: Beware Of Early Stinkbug Threat To Soybeans
July 28, 2016
With the record warm temperatures this past winter and confirmations from early entomologist reports, Syngenta encourages growers to monitor stinkbug Read More
Peanut field
Crop InputsVerdesian Introduces New Inoculant For Peanuts
July 28, 2016
As planning begins for the next growing season, Verdesian Life Sciences adds Primo Power CL, a new liquid inoculant, to Read More
Soil Young Corn
Crop InputsSmithsonian: 5 Things to Know About New GMO Labeling Bi…
July 27, 2016
On July 14, the House of Representatives passed a bill requiring large food companies to label products containing genetically modified Read More
Palmer pigweed in soybean stubble
HerbicidesSpecial Issue Of Weed Science Explores Human Aspects Of…
July 27, 2016
Weeds that evolve resistance to herbicides are a serious threat to global agricultural production. In this Special Issue of Weed Science, Read More
CHS Primeland
CropLife 100CHS Businesses In Washington, Idaho Combining For Great…
July 27, 2016
As full-service ag retailers, CHS Primeland and CHS Farmers Co-op collectively serve farmers and other customers in 15 counties in Read More
Storage Tanks at Nachurs
Crop InputsNACHURS Joins Field to Market
July 27, 2016
NACHURS announced today that it has joined Field to Market: The Alliance for Sustainable Agriculture, a leading multi-stakeholder initiative working Read More
Illinois Researchers
FertilizerMeasure Of Age In Soil Nitrogen Could Help Precision Ag…
July 26, 2016
What’s good for crops is not always good for the environment. Nitrogen, a key nutrient for plants, can cause problems Read More
Kochia
Crop InputsNufarm Launches New Herbicide for Resistant Kochia
July 25, 2016
Nufarm introduces Scorch herbicide for U.S. farmers and ranchers combating a broad range of troublesome broadleaf weeds. A unique premix Read More
ManagementNew Rabobank Report Calls for Farmer ROI Focus
July 25, 2016
As U.S. row crop farmers brace themselves for a third year of negative margins, Rabobank believes farmers must lower the Read More
Syngenta Sign
Crop InputsBloomberg: Syngenta-Chem China Deal on Track for Regula…
July 25, 2016
Syngenta AG, which has agreed to be taken over by China National Chemical Corp. for $43 billion, said talks with Read More
ManagementGROWMARK Meeting Visit, Company Takeover Updates, and R…
July 22, 2016
Editors Paul Schrimpf and Eric Sfiligoj discuss their recent speaking engagement at GROWMARK’s eastern event, crop protection company merger rumors, Read More
Crop InputsMonsanto: EU Approves Roundup Ready 2 Xtend Imports
July 22, 2016
Monsanto Co. announced today that the European Commission has granted import approval for Roundup Ready 2 Xtend soybeans. This milestone Read More
Syngenta headquarters in Basel, Switzerland
Crop InputsSyngenta Announces Alfalfa Seed Split Off
July 22, 2016
On September 1, 2016, Syngenta will transfer sales and distribution of alfalfa seed to the NEXGROW branded business that is Read More
Dow DuPont
Crop InputsDuPont, Dow Shareholders Approve Merger
July 21, 2016
DuPont and The Dow Chemical Company announced that, at their respective special meetings of stockholders held today, stockholders of both Read More
ManagementLand O’Lakes Announces SUSTAIN Business Unit, Oth…
July 20, 2016
Land O’Lakes, Inc. today announced the formal organization of a new business unit, SUSTAIN, and its leadership. SUSTAIN will focus Read More