We are in a virtual world. The pandemic sped up the exchange of information via online platforms and more consumers are seeking information through Google and smartphones than ever before. Paired with increasing demand for plants, it doesn’t take a lot to realize that an online presence is essential to reach new markets and engage more plant purchasers. People seek gardening and plant information online starting in early February (see the green bars in Figure 1). Their online garden searches peak in the first week in May (as indicated by the red bars in the figure). As a result, information needs to be online, available, and updated before people go online to make sure they have the most relevant information. There are many ways to use online platforms to engage customers, expand markets, and provide appropriate content. These are a few suggestions to help you and your firm as you consider your online content this year and in upcoming years.
- High-quality visuals. Plants are very aesthetic and high-quality pictures are more valuable to consumers than text descriptions. A picture will capture attention faster and keep attention longer than a text description.
- Easy to interpret content. People skim information online to identify relevant content. Keeping the content easy to understand helps people efficiently find the information they are interested in. If people can use your online platform easily, they are more likely to revisit it.
- Value-added content. Plants alone cannot tell your story. Use online platforms to highlight and educate customers about what makes your company or products unique.
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