Digital Marketing & Your Production Sale

How to Utilize Digital Marketing Efficiently 

The technology boom of our generation has changed most businesses in a lot of ways. For some, it has completely altered how things used to be done. For production sale marketing, some of the old tricks are still useful, but they aren’t enough. It’s crucial to utilize digital marketing, and you will fall behind if you don’t catch up with technology. 


Let’s talk about how to use online marketing, and how to better use some of the traditional methods like print. 

Email  

You need to have an email list. Social media platforms are unstable. We’ve seen it just recently (again) when users couldn’t view images on Facebook and Instagram. You don’t want to rely on these platforms fully, even though they are very useful. Email is the third most influential source of information for biz to biz audiences. Colleague recommendations and industry-specific thought leaders are the only two factors that are more influential. 

Some quick stats: 

  • 86 percent of business professionals prefer email when communicating for business reasons. 

  • Click through rates are 47 percent higher for business to business  (B2B) email campaigns than business to consumer (B2C) email campaigns. 

  • 59 percent of B2B marketers cite email as their most effective channel for revenue generation. 

  • 56 percent of brands using an emoji in the email subject line had a higher open rate (according to an Experian report) 

  • Tuesday is the best weekday to send emails according to 10 email marketing studies. 

Clearly, email is essential for your business. If you don’t have an email list, start growing one today. 

Digital Marketing

People prefer video to photos, it’s been proven time and again. About half our audience prefers digital catalogs because they like to download them on mobile and easily view them. The other half buy bulls in March because they need private treaty details ready by then and/or they have a private treaty catalog on their website to view videos.
Make sure your website is mobile friendly. 80 percent of website views are mobile. You need good video, which means muscle definition shots for cattle and showing how they walk. These videos should be 30 seconds without repeat, allowing the audience to view the bull. 

Catalogs

Catalogs are not going out of style anytime soon. You should have an online strategy, but printed catalogs are also a must. We see a lot of catalogs being returned because of a wrong address. Here’s our tip: Send out a cheap postcard months in advance with a save the date, our sale is coming up and this is what we offer. When you get the “return to sender” pile, you can slim down your list and eliminate wasting catalogs. 

Websites 

You need a website, but more specifically you need a functional, user friendly website. The biggest problem we see with production sale websites is dysfunction. The videos or pictures aren’t there, or the links don’t send us to the right place. Either way, if the website isn’t easy to use, a consumer will move on to something easier. 

Facebook 

Targeting the right audience is crucial on Facebook. Often when anti-agriculture comments are posted on production sale ads, it means the right people weren’t targeted. You can monitor your ads and specify who you want to see them through Facebook ads. You aren’t locked into an ad, either. If you let an ad run for 48 hours and it isn’t producing the results you want, you can just turn it off and try a different ad.
Use action language in your ads. You want viewers to comment, share, and message. Tell the viewer what you offer and what you want them to do (like, share, click on the link, etc.) 

When you post videos on Facebook, upload the actual video rather than dropping a link. 

If you missed it, make sure to check out our blog on the most common production sale mistakes.

Production Sale Mistakes & How To Avoid Them

Avoid These 3 Common Production Sale Marketing Mistakes

Do you ever feel lost trying to reach your audience? Whether you do private treaty or have a production sale, we have some insider tips on how to resolve mistakes we see in production sale marketing. 

Not only do we have a team of creatives working at KRose who make catalogs and do videography, we also buy more than 30 thousand feeder calves each year. This field is where we got started, and it remains a major focus of our business. Everytime we see these mistakes, we wish we could swoop in and tell them where they’re going wrong. We’re glad you found this article so you don’t make the same errors. 

Three Mistakes and how to avoid them: 


1. Sending traffic away from your own website

Google is smart. When another business is hosting your catalog and videos, you are sending them away and losing valuable traffic. You want people on your site for a long time, but if you aren’t hosting your own videos and catalog, you are losing that option. 

It’s OK to have your catalog in multiple places, but your own site should be the primary spot. 

YouTube is often our first thought when we think about video. But please, don’t host on YouTube or someone else’s website. YouTube will recommend your competitor’s videos after they’ve finished watching yours.  

What to do instead:

We have a private account to control what videos are seen afterward. You can track which videos are being viewed the most and least. Plus, you can retarget everyone who came to a specific bull page when selling semen. 


2. Relying on print ads and word of mouth

   
Word of mouth has it’s merit, but it’s not enough. Print will always be important, but it’s also not enough. It’s hard to break from “what we’ve always done.” However, times have changed, and it’s time to change your strategy. Although word of mouth and print are great methods, we have so many more options in this technology generation.

There is a lot of clutter in the marketplace. During the spring, there are often multiple bull sales on one day. We hear this all the time: “I forgot that sale was today.” Don’t let customers say this about your sale just because they didn’t read the daily paper. 


What to do instead:

Don’t put all your eggs in one basket because you WILL miss out on a larger potential audience. You can track traffic with online ads, particularly Facebook ads. We want you to utilize all sources you can, and find your ideal customer on Facebook. Which leads us to our next common mistake… 


3. Not utilizing digital marketing 

Facebook is the world’s third most-visited website and Facebook messenger is the top mobile app. Almost 70 percent of Americans use Facebook and nearly the same amount use it daily. There are 80 million small and medium sized business pages, and nearly 80 percent of American consumers have discovered retail products they purchase through Facebook advertising. 

When it comes to marketing on Facebook, the most important thing we can stress is do not ever hit the “Boost Post” button. It’s tempting, we know. Through boosting a post, you are only going to reach more people. You’ll reach more people, but not the people you want to reach. When you design an ad through Facebook Ads, you can target your demographic, age, gender, and location. Another great thing is you can pay for action. Rather than a lump sum, you are paying a specific amount for an action, like clicking a link and landing on your website. 

There’s a lot more to be said about common production sale marketing mistakes, so check out our upcoming blog on utilizing digital marketing to its fullest potential.