CFQ: Websites may be Fertile Link for Building Relationships
New and recently revamped fertilizer industry websites offer ag retailers fresh avenues for connecting with customers. Such sites are places where farmers can dig deeper into crop nutrition and seek information about enhancing yields in partnership with retailers and crop consultants. Here's a look at three sites that aim to make the task easier.
The Mosaic Company launched its CropNutrition initiative in July; an integrated campaign to explain technical and scientific aspects of soil fertility vital to achieving maximum yield.
"We understand there are times retailers need technical information about soil fertility that before may not have been readily available," said Kyle Freeman, Mosaic manager of new product development. "CropNutrition.com is designed to fill that void. There is a constant flow of new research that can be overwhelming. This site can help by not only making that information easier to understand, but also by boiling it down to details that can be applied to customer fields."
CropNutrition.com also encourages discussion surrounding the importance of a balanced crop nutrition plan and can appeal to varying levels of need and interest. The site includes:
- A series of 60-second videos explaining specific fertility issues.
- The Agronomy Resource Center, which features Mosaic agronomists blogging on issues that can help retailers learn more about soil fertility issues and trends affecting yield.
- An interactive Periodic Table of Crop Nutrients, which allows users to click on one of 17 essential nutrients to learn the basics, or dig deeper to learn about the intricacies.
"The interactive periodic table found through the 'Nutrient Knowledge' tab is color coded for ease of use and understanding. It presents a simpler way to talk about nutrients," Freeman said. "The 'Library' is searchable by topic and subtopic. For instance, let’s say a customer wants to talk about key considerations related to micronutrient application. A retailer, in preparing for that conversation, could visit the library, click on micronutrients, and narrow the results to find information applicable to the conversation, and possibly, to the customer's acreage."
Freeman says retailers may also find information to explain to a farmer the role sulfur plays, for example, along with photos of what sulfur deficiency looks like. As questions arise during a discussion, retailer and farmer can access additional information to answer them.
"CropNutrition.com replaces our Back-to-Basics website with a more user-friendly feel and the opportunity to break information into smaller, digestible pieces," Freeman said. “The site is intuitive and contains audio and video elements. Social media will be a key component to sharing information available on the site."