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
Eric SfiligojPity The Monsanto Haters
May 23, 2016
An old saying goes thus: “Be careful what you wish for. You just might get it.” Given current events, there Read More
Monsanto Luling Plant
Crop InputsReport: Bayer Eyeing Monsanto For Possible Mega-Merger
May 16, 2016
Bayer AG is exploring a potential bid for U.S. competitor Monsanto Co. in a deal that would create the world’s Read More
Aerial Drone
Precision AgA Deeper Dive Into The Future Of Precision Ag
May 9, 2016
For about two decades now, through the good and the bad times, the ups and the downs inherent in agriculture, Read More
Palmer amaranth in soybean stubble
HerbicidesWSSA: Billions In Potential Economic Losses From Uncontrolled Weeds
May 4, 2016
What losses would corn and soybean growers experience if they were forced to eliminate herbicides and other control techniques from Read More
Eric SfiligojReasons For Hope In Commodity Prices
May 2, 2016
For many months now, the doomsayers have ruled the day in agriculture. Too much supply with too little demand would Read More
Eric SfiligojMissing The Family Ties In Agriculture
April 25, 2016
By its nature, the agriculture market is cyclical. Up and down cycles come and go with a regular pattern. For Read More
Latest News
ManagementWashington Visit and Bayer/Monsanto Deal Update
May 26, 2016
Editors Paul Schrimpf and Eric Sfiligoj discusses a recent trip to DC and the latest news on the proposed pairing Read More
Fertilizer closeup in hand
Industry NewsVerdesian: Striking A Balance Between Yield & ROI
May 26, 2016
Finely tuned nutrient management plans are helping farmers throughout the U.S. improve nutrient use efficiency, increase return on investment (ROI) Read More
Crop InputsLand O’Lakes Announces Minnesota Water Quality Pa…
May 25, 2016
Governor Mark Dayton and Land O’Lakes, Inc. President and CEO Chris Policinski today announced a new public-private partnership to protect 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
Corn close up
Crop InputsArysta LifeScience Establishes Global Headquarters In R…
May 25, 2016
Arysta LifeScience has announced plans to relocate its global headquarters from West Palm Beach, FL, to Cary, NC, over the Read More
fertilizer blending and storage, Top 100
BlendersCHS Dakota Expansion Features AGCO’s GSI InterSys…
May 25, 2016
The continued growth of precision agriculture has increased farmer use of customized fertilizer blends best-suited for their soil conditions. Several Read More
ManagementAgriculture 3.5: A Bumpy Road Ahead
May 24, 2016
You may have read my article a few years ago on Agriculture 3.0, which is a term I coined to Read More
Topcon’s X30 display with CropSpec sensors
EquipmentGPS Autosteer Systems: Product Updates From Precision A…
May 24, 2016
Throughout 2015 GPS Steering solutions continued to evolve from what was once an after-market add on, to today’s cab where Read More
Trimble TMX-2050 In-Cab Display
Eric SfiligojThe Precision Ag Revolution Continues
May 24, 2016
It’s funny how much “the first time” tends to mean to someone as they get older. I sometimes can’t recall Read More
Eric Wintemute, AMVAC
Precision AgAMVAC Ups The Ante With New Precision Ag Technology
May 24, 2016
A potentially industry-changing at-plant soil treatment system from American Vanguard Corp., or AMVAC, is coming soon to large growers in Read More
Dry and Liquid Plant
CropLife 100CropLife 100 Map
May 24, 2016
The new CropLife 100 map shows the locations of each of the headquarters of the 2015 CropLife 100 retailers. The interactive Read More
Southern States Cooperative
Corn Field
Industry NewsTiger-Sul Names Veteran Account Manager To Lead Central…
May 23, 2016
With the continuing growth of the sulphur bentonite and precision crop nutrient industry, global agriculture firm H.J. Baker has announced that Read More
Bayer sign
Industry NewsReuters: Bayer Defies Critics With $62 Billion Monsanto…
May 23, 2016
German drugs and crop chemicals group Bayer has offered to buy U.S. seeds company Monsanto for $62 billion in cash, Read More
Eric SfiligojPity The Monsanto Haters
May 23, 2016
An old saying goes thus: “Be careful what you wish for. You just might get it.” Given current events, there Read More
Industry NewsCompass Minerals Hires Industry Veteran To Lead Plant N…
May 19, 2016
Compass Minerals has hired plant nutrition industry veteran Vatren Jurin to steer the company’s portfolio expansion into specialty liquid micronutrient Read More
ASMARK Retailers LIVE! Tour 2016 Group shot The Andersons
CropLife 100The Andersons Rejects Unsolicited Proposal From HC2
May 19, 2016
The Andersons, Inc. has announced that its Board of Directors has rejected two non-binding, highly conditional, unsolicited proposals from HC2 Read More
glyphosate
Crop InputsWHO: Glyphosate ‘Unlikely’ To Cause Cancer
May 16, 2016
Via Reuters.com reporter Kate Kelland: The weed-killing pesticide glyphosate, made by Monsanto and widely used in agriculture and by gardeners, Read More