b'Know Your Customer to StayLAURA BURTNYKCompetitive in Biologicals PROJECT MANAGER, CREATE lburtnyk@seedworldgroup.comI HAVE Abig question for you: Dotheir needs and concerns are is you know, 100%, without a doubt,imperative. Youre working on sell-that your products are competitiveing a product that addresses these enough for the industry? concerns, but of course every cus-Hopefully, all of you readingtomer has their own unique issuesShould You Budget are nodding your head furiously,and problems. The most important saying: Yes! as loudly as you can.part of that homework, in my opin-But for those of you who might beion, focuses on where we add valueFor Social Media Ads?questioning or concerned that yourinstead of where the cost points fall.product isnt performing or thatNow, theres a proliferation of you could be more competitive indifferent competitors positioningIT IS WIDELYknown that social media can be a the industry, I have a few thoughtsproducts in different ways and dif- propelling force in getting your company noticed by to help you out. ferent qualities. While theres still aa vast audience. What escapes many is the skills and When it comes to selling againstlot of customers focused on pricing,know-how to maximize the potential of their accounts. competitors, I always tell my teamwe want to ensure were not cheap- Youve grown your following, you post regularly, to put yourself in the customersening technologythats why weand yet your engagement is abysmal. So, how can you shoes. Think about whats hap- focus on developing and sellingget more views and interaction with your posts? Two pening in the worldsupply chainvalue. We encourage our teams tooptions that can help are boosting posts and paid ads.issues, pricing and price inflation,do the work with the customers What is a boosted post? A boosted post is when upon the usual yearly out-of-controlmake sure customers are testingyou push an existing post on your feed to an audience variables. As much as we dont likeour products against those otherof your choosing for a fee. This is an affordable way to think it: price matters and rela- competitive things in the market.to get your posts in front of the right people to show tionships matter when youre goingIts a slippery slopeputting yourthem what your company can do for them. In addition toe to toe against the competition.products against competitors to being inexpensive, boosting is also simple to do and Research shows that when some- but that helps build long lastingallows you to target certain audiences.one goes through the sales cycle,relationships. Instead of havingWhat is a Facebook ad? A Facebook ad is a bit theyre spending 35% more ofcustomers for two years, we havemore sophisticated than boosting. It involves creating their time in front of the customercustomers for 10 years. a post from the Ads Manager tool which allows youyour team needs to make sureSo when it comes down to it:to customize your ad to your audience. You can add youre doing that year-round, nothow are you coaching your salesfeatures like call-to-actions, ad placement options, and just while trying to introduce a newteam to handle competition? even create objectives for your ad.product or novel technology. While both options offer great potential benefits, its But theres one other importantimportant to identify which one and when is best for part I like to remind my team: doyou. Lets break it down:your homework and rememberConsider Boosting if youre looking to youre not only selling to your Expand your brand awareness, get your name out customers but to your competitionto the massesas well.Increase that follower countWhen youre selling new prod-Host a contest/giveawayucts to multiple facets, doing yourConsiders Paid Ad if youre looking tohomework to understand what Generate leads for your business Drive traffic to your website Get your stellar video content seen The bottom line is that these tools can help you to CHRIS THRASHER take your social media presence to the next level. If DIRECTOR OF NORTH AMERICA,youre looking to dip your toes in the water, boosting is AGRAUXINE BY LESAFFRE an excellence choice to get you started. When youre c.thrasher@agrauxine.lesaffre.com ready to take that next step and put a little oomph into agrauxine.us it, then paid ads wont steer you wrong.18/ SEEDWORLD.COMSEED ASSOCIATION OF THE AMERICAS 2022'