Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68JANUARY 2017 27 “For example, Latham Seeds has a blog that includes farmers blogging. Dow AgroSciences targets early adop- ter farmers on Twitter for advisory groups. Farmers like @TheFarmersLife share drone footage of their fields on Facebook. The Canadian Canola Growers Association created a video to tell the farming story on YouTube,” she says. “There is no singular right way to develop a social media presence; you have to know your purpose and target audience, then use the tools to connect those worlds.” Haney uses Facebook and Twitter because it’s the kind of content that matches his business objectives. “You just have to choose a platform that you have content for,” Haney says, noting that there needs to be a pur- pose behind a company’s social media. “Have some guidelines and give your team some context of what you’re trying to accomplish,” he says. One way seed companies can actively engage audiences is to use blogs and other online platforms to tell stories about their people and their products — a strategy known as content marketing. “Content marketing is an important marketing tool for seed companies or people of any industry,” Haney says. “If you can weave content into your sales process, then I think that also makes you a more effective marketer.” As Payn points out, it’s also impor- tant not to overlook the importance of having an eye-catching and engag- ing website. “I liken it to a spoke and wheel hub; the different spokes help support each other and drive traffic to the hub,” says Payn. “Studies show that websites are still where growers go to find information — so you have to start with a clean website.” Larry Penner, owner of PenWest Seeds based in Three Hills, Alta, recently revamped his company website and is reaping the rewards. “The old site lacked professionalism,” Penner says. “When customers from A good resource for seed companies looking to develop or strengthen their online presence is the Social Media Marketing Guide, published by Alberta Agriculture and Forestry in 2015. A PDF of the guide can be downloaded at: www1.agric.gov.ab.ca/$department/deptdocs.nsf/all/ agdex15561/$file/846-2.pdf different parts of the country look at your website, it’s important to have one that looks professional and appears like you’re in business for the long term.” Penner also uses Facebook and Twitter. “Definitely there is a benefit — we can see it,” he says. “You try to keep people engaged; that’s the whole idea.” Penner believes the key to engaging customers is lending a personal touch. “If you’re just flogging your products all the time, people tend to tune you out,” he says. “They want to see more than just product information; they want to see a personal side.” Mark Halsall WEB WHERE ONTHE Call 1.855.746.8200 or visit www.norstarindustries.ca to find a dealer near you. BUCKET ELEVATORS Capacities From 100 - 20,000 BPH Weather Sealed Seams Minimal Impact Head Design Easy-Clean Boot Distributors, Ladders and More MAXIMIUM THROUGHPUT | CONTAMINATION PREVENTION | RELIABLE QUALITY SCAN TO VISIT OUR WEBSITE CHAIN/PADDLE CONVEYORS SYSTEM APPLICATIONS En-Masse or Incline Models Fully-Enclosed Weather Tight Housing Self-Cleaning Tail Section Flush Mounted Cross Slide Gate Overhead, Under-Bin, Drive-Over & More Interior and Exterior Handling Systems Design and Layout Guidance Monitoring/Automation Customized To Fit Your Needs Quality Service & Support