The Importance of Sending Holiday Cards to Clients and Prospects

The New Year is almost upon us and if you are like most agricultural business owners, you have a formidable to-do list to conquer before you ring in 2018. It is only natural then that you would want to eliminate some tasks from your to – do list in an effort to simplify. As you […]

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Is Voice-Activated Grocery Shopping about to Take Off?

Marketing experts are predicting that by 2020, half of all internet searches will be voice searches. While there are several other statistics and predications related to voice searches, up until now these have primarily focused on how voice searches are going to impact SEO.

Now there is another question related to voice searches—will these searches extend to grocery shopping? While only about one-third of consumers who own a voice-activated smart device say they use it to shop online, retailers are still fighting for a piece of the pie that is the voice shopping market.

Alexa and Google Home are forging partnerships with some of the major grocery store chains even though research shows that more than 60 percent of consumers say they prefer to grocery shop instore and less than 5 percent prefer to use a smart device instead.

It’s easy to see how this could quickly change, however, given the rise in the use of digital coupons, QR or barcodes to compare prices and in-store item locators. It makes sense, then, that food retailers want to get in at the beginning of what could be a booming trend.

So why would consumers—even the many who say they would prefer to shop instore for groceries—be swayed to use voice-activated smart devices to grocery shop in the near future? According to experts, here are just a few of them:

  • Convenience. Nothing trumps convenience when it comes to online grocery shopping. When consumers really think about how much time it takes to go grocery shopping (and then go back to pick up items they forget during their first trip) it’s hard to argue that their time could be better spent.
  • Savings. Comparison shopping is a breeze when all you have to do is ask Alexa or Siri to find the best price on a particular product.
  • Less impulse buying. That box of brownies can’t tempt you to buy it if you never see it.
  • No crowds. It would be difficult to find anyone who enjoys a crowded grocery store on a Saturday. Jam-packed parking lots also aren’t something people look forward to.
  • Discretion. There are some purchases you would rather the teenager in the checkout line didn’t have to see. Enough said.
    Voice-activated trips to the grocery store may not be a big thing today but like everything else in the marketing world, that could quickly change.

It is for this reason that so many retailers aren’t going to risk being left behind if, and when, this trend takes off.

Best Practices for Soil Sampling

Soil testing is an outstanding method for assessing the fertilizer needs of your soil. Given the cost of fertilizer, soil sampling is the best way to determine whether you are using the correct amount of fertilizer on your crops.

Most agricultural experts recommend testing soil every two to four years. They also caution that soil testing is not a task to be taken lightly and that to get accurate results, it must be done correctly and consistently.

What follows are some important things to keep in mind when collecting soil samples:

  1. Mind your tools. Tools that are not clean will contaminate soil samples so it is important that you never use tools that have not been thoroughly washed. Plastic tools and buckets are preferable to metal ones as metal may have small amounts of rust or zinc that can flake off and contaminate the samples. Such contamination will skew the results of the soil’s nutrients.
  2. Dig at the same depth. Experts recommend collecting samples roughly 7 inches deep. Collecting too shallow of samples will give misleading results about nutrient-supplying capacity. Likewise, going too deep down for samples will lead to diluted soil concentrations. Consistency also is important so make sure you dig down the same number of inches for all samples.
  3. Carefully collect and mix cores. It is critical to collect enough cores per sample area. This number should be anywhere between 15 and 20 cores. When you fail to collect enough cores, the soil samples will be inaccurate. Remember, the samples you are collecting represent a huge number of pounds of soil so there must be enough to get precise results. Cores also must be thoroughly mixed. This will allow the composite to contain an accurate mixture of all the soil samples.
  4. Sample in the fall. Fall is usually the best time for soil sampling because it allows you enough time to get it right. In the fall, there is more time to collect samples, run the analysis and then buy the right fertilizer. If you must do your soil sampling at another time of year, however, make sure you do it the same time each year.

Soil sampling is an outstanding method to ensure that you are making efficient use of your fertilizer. It also helps you to devise the best fertilizer management plan over the long term. Finally, when done correctly, it will go a long way toward improving yields.

The Importance of a Website’s “About Us” Page

Of all the pages on a company’s website, the “about us” page is particularly challenging to write. After all, trying to tell the story of your business requires a special skill set.

The “about us” page is especially important when your customers and prospects are farmers. That’s because farmers want to do business with people they know and trust. In light of this fact, it is crucial that you work hard to make sure your “about us” page speaks to farmers. Wondering how you can accomplish this? Here are a few tips to help you along:

  • Tip #1: Give it to them straight.

    Farmers aren’t easily taken in by corporate jargon. They want to know who you are and why you do what you do. If you are trying to be too slick, farmers will be turned off.

  • Tip #2: Provide an overview of your website.

    Farmers don’t want to waste time. Your “about us” page should tell them what they can expect to find on your website and how to quickly access the pages they are looking for.

  • Tip #3: Include an opt-in form.

    The page needs to include an opt-in form so that you can capture visitors and get them on your email list. Maybe they like what they see on your “about us” page and are interested in subscribing to your newsletter. Make sure you make it simple for them to do this or they probably won’t do it at all.

  • Tip #4: Use visuals.
    Use short paragraphs with a mix of headlines and bullet points. You also should include photos and videos. Long blocks of copy are the surest way to drive away visitors.
  • Tip #5: Showcase your strengths.
    Glowing reviews, mentions in trade publications and customer testimonials should be highlighted on your “about us” page. If you have been recognized, there is no reason you shouldn’t draw attention to that fact.
  • Tip #6: Don’t forget your contact info.

    In addition to your email address and phone number, include links to your social media sites. This may seem like an obvious point but you might be surprised to learn how many “about us” pages overlook this critical information.

Your “about us” page may not be the most visited page on your website but it is essential nonetheless. Make sure you use this page to let farmers get to know you and all you have to offer.

Implementing a Customer Loyalty Program for Farmers and Ranchers

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Customer loyalty programs are all the rage. And it’s no wonder. These programs are not only an outstanding way to retain customers, they also generate a great deal of revenue. If you are an Ag – based business it is important to remember that farmers and ranchers are as likely as any other market segment to be influenced by such loyalty programs.
So why are customer loyalty programs so effective? Here some important reasons:

  • Loyalty programs shows you value your customers. Consumers want to know they are appreciated by the businesses they patronize. Loyalty programs are a great way to show them that you appreciate their business.
  • Loyalty programs encourage repeat business. If you get a free item for every ten items purchased, you are likely going to work toward that goal. After all, free is a very big motivator.
  • Loyalty programs increase referrals. Loyalty programs that reward customers for referring family and friends are a great way to get people to talk up your business.
  • Loyalty programs can garner online reviews. Offer additional points for online reviews and you’re more than likely to get takers.

Customer loyalty programs – provided they are well run and provide real benefits – are a great strategy for standing out in a crowded Ag marketplace. After all, farmers and ranchers have more choices than ever before so any incentives you can offer should be employed. It is important to remember, however, that if your loyalty program falls short of expectations it could backfire.
In light of this, make sure to follow these guidelines when implementing a customer loyalty program for farmers and ranchers:

  1. Don’t assume that a loyalty program is all you need to keep your customers happy. If you aren’t providing what your customers want and need, no loyalty program will make up for that.
  2. Not every farmer will want the same reward. Loyalty programs – especially for farmers and ranchers – need to be tailored so that each customer receives what they believe to be a worthwhile reward.
  3. While it is tempting to add a lot of bells and whistles to a loyalty program, this is almost never a good idea. Instead concentrate on making sure that your loyalty program is easy to enroll in, is mobile friendly and that award redemption is a breeze.

Five Places to Gain a Fresh Perspective on Ag Marketing

Marketing to farmers can be tough. To successfully market to farmers you need to know who exactly your customers are, what they need right now and how you can best meet those needs. But it doesn’t end there.

Even if you have what your customers need, you need to figure out how to let farmers know that you have it. This means communicating with them in such a way that they want to purchase what you are selling at the price you have set for it.

One challenge all marketers face is that many times they spend so much time in the office trying to figure out how to best do their job that they lose touch with the very people they need to know about-their target audience.

If you are an Ag marketer, perhaps the best way to jump start your marketing efforts is to get out among the people you are trying to connect with. By doing so you will gain a fresh perspective on marketing to farmers. Here are some places you are likely to find inspiration:

  1. On the road. Drive by fields, visit Ag dealers or consider a university field tour. Whatever gets you out among others in the Ag industry.
  2. Farm shows. Talking to farmers at Ag shows can do wonders for your perspective. Study what farmers are interested in right now. What products or displays are attracting the most attention?
  3. On the farm. Visit family, friends or customers who live and work on farms. These are the people in the trenches. They know what works, what doesn’t work and what they are looking for to make their jobs easier. Further, they are more likely to be honest and open when they are on their own turf.
  4. Industry events. Talking to other Ag marketers and sharing stories of success or failure can help you see things more clearly. What worked for one marketer might work for you. You also may hear cautionary tales about something that didn’t work for them.
  5. Non-industry gatherings. Sometimes you need to get outside your own head and your specific industry. How about attending general marketing events or talk to people who are marketing to people completely outside of the Ag industry? Doing so will allow you to think about marketing in different ways and will help to get your creative juices flowing again.

Remember, great marketing doesn’t happen in a vacuum. The surest way to be out of touch with your target audience is to remain behind a desk all day or on the phone. Instead, get out there and discover what is going on in the world of Ag and beyond. Then when you do get back to your desk you will have a whole new perspective on how to best market to your target audience of farmers.