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

Ribbon cutting at 2015 National Farm Machinery Show
Matt Hopkins5 Key Takeaways From The 2015 National Farm Machinery Show
February 14, 2015
Celebrating its 50th anniversary, the largest indoor farm show in the country didn't disappoint with the latest in technology and trends on full display. Read More
12 Things You Might Not Know About The CropLife 100
Matt Hopkins12 Things You Might Not Know About The CropLife 100
February 11, 2015
These facts and figures about the top 100 largest ag retailers provide insight into our most popular list. Read More
Matt Hopkins5 Bold Predictions For Ag Retail In 2015
January 21, 2015
This past year was filled with ups and downs for the nation’s top ag retailers, but what will 2015 have in store? Read More
Matt Hopkins10 Best New Agriculture Apps For 2015
December 15, 2014
Has the app market reached a saturation point? Consider Google Play and the iTunes App Store combined have more than Read More
Top 100 Articles
CropLife 100Allied Ag Distributors Adds Four New Owners
July 30, 2015
Aligned Ag Distributors LLC has announced the addition of four new customer/owners to Franklin Holding Co. LLC. They are: The Read More
CropLife 100Pinnacle Purchases California-Based Specialty Crops Retailer
July 20, 2015
Pinnacle Agriculture Holdings has successfully acquired California-based NH3 Service Co.  Operating as part of Pinnacle’s Performance Agriculture brand, the new locations Read More
Asmus Farm Supply liquid fertilizer facility features 20,000 square feet
CropLife 100Slideshow: Asmus Farm Supply Shows Off Its New Liquid Fertilizer Facility
July 15, 2015
Asmus Farm Supply, Rake, IA, recently added a new liquid fertilizer facility to its company operations. The new liquid fertilizer Read More
CropLife 100Wilbur-Ellis Feed Division Facilities Receive Safe Feed/Safe Food Certification
July 13, 2015
Wilbur-Ellis Co.’s Feed Division, a marketer and distributor of value-added feed ingredients for the aquaculture, livestock and pet food industries Read More
CropLife 100BRANDT Expands To Brazil With Acquisition
July 8, 2015
BRANDT has acquired a majority interest in Target Brasil Fertilizantes Ltda. through its Brazilian subsidiary. Target Brasil manufactures, distributes and Read More
Milan Kucerak, president/CEO, West Central
CropLife 100West Central Cooperative And Its New President Are A Match Made In Deviation
June 29, 2015
To appreciate just how unique West Central Cooperative is in the world of ag retail, an observer need only consider Read More
Latest News
CropLife 100Allied Ag Distributors Adds Four New Owners
July 30, 2015
Aligned Ag Distributors LLC has announced the addition of four new customer/owners to Franklin Holding Co. LLC. They are: The Read More
FungicidesReport: Sudden Death Syndrome Symptoms Appearing In Soy…
July 30, 2015
Last week, symptoms of sudden death syndrome (SDS) began to appear in April 15-planted soybeans at the University of Illinois’s Read More
Seed/BiotechAdvanta Seeds Adds New Phoenix Corn Hybrids
July 30, 2015
Corn growers in the High Plains and Western states have new options available for the 2016 growing season from Advanta Read More
ManagementTechnology and agriculture: a Futurist’s Perspective
July 30, 2015
Futurist David Zach, speaking at this week’s InfoAg Conference in St. Louis, shared thoughts on the benefits and limitations of Read More
Biofuels Plant in Lousiana
Industry NewsIdle Biofuels Plant In Louisiana To Reopen As Ammonia F…
July 30, 2015
A Lithuania-based company plans to spend $265 million to reopen an idle biofuels refinery in Grant Parish as an ammonia Read More
FFA at Monsanto Booth at the 2015 National Farm Machinery Show
Industry NewsFive Students Receive The 2015 Monty’s Plant Food Compa…
July 29, 2015
This fall, five college-bound students will have financial support through the Monty’s Plant Food Company FFA Scholarship. All five scholarship Read More
GYPSOIL Blendable Pellets
Crop InputsBeneficial Reuse Management Launches Pelletized Gypsum …
July 29, 2015
Beneficial Reuse Management (BRM) announced this week at Ag Media Summit that its GYPSOIL Pelletized Products Division will open a Read More
StewardshipOhio Water Quality Project To Determine How Much Phosph…
July 27, 2015
Researchers with the College of Food, Agricultural, and Environmental Sciences at The Ohio State University are looking for farmers in Read More
FertilizerKoch Agronomic Services Launches N-TEGRATION Technology
July 27, 2015
Koch Agronomic Services, LLC (KAS) has launched  N-TEGRATION Technology, a process technology platform designed to enable production of enhanced efficiency fertilizers at Read More
HerbicidesExpert: IARC Herbicide Classifications Leading To Confu…
July 24, 2015
Few people in the crop protection industry had heard of the International Agency for Research on Cancer (IARC) before this Read More
ManagementFCI Trade Summit Update & Precision Tank Turns 50
July 23, 2015
Editors Dave Frabotta and Eric Sfiligoj discuss the upcoming FCI Trade Summit in Las Vegas, NV, and how Precision Tank Read More
Palmer pigweed seedhead in cotton
HerbicidesUSDA Deregulates Dow AgroSciences’ Enlist Cotton Trait
July 23, 2015
The USDA today issued its decision deregulating Dow AgroSciences’ Enlist cotton trait in the U.S. The USDA has now completed its Read More
Industry NewsVerdesian Life Sciences Showcases Versatile Product Por…
July 23, 2015
Technology has revolutionized agriculture by bringing farmers, retailers and distributors to the forefront of the digital age. To meet the Read More
FertilizerWSJ: Cf Industries Exploring Merger With Dutch Chemical…
July 23, 2015
U.S. fertilizer maker CF Industries is in advanced merger talks with Amsterdam-listed chemical company OCI NV, the Wall Street Journal Read More
HerbicidesNufarm Releases New Panther SC Herbicide
July 23, 2015
Nufarm has announced the availability of new Panther SC herbicide. Panther SC is the first liquid formulation of flumioxazin available Read More
EquipmentFarmLink Launches Farm Equipment Sharing Program
July 23, 2015
FarmLink has introduced a new online farm equipment sharing community – MachineryLink Sharing – leveraging this new economy business model Read More
HerbicidesCould The South’s Most Troublesome Weed Represent A Thr…
July 22, 2015
Palmer amaranth is undoubtedly the most troublesome weed in the southern United States, taking a devastating toll on both cotton Read More
Industry NewsH.J. Baker Hires New Director Of International Sales
July 22, 2015
Global Agriculture firm H.J. Baker announced today that Steve Langley has joined the company’s Crop Performance Division and Animal Health Read More