How a B2B Manufacturer & Distributor Used Social Media to Open New B2C Channel

About Ragan & Massey

Ragan & Massey has been at the forefront of the forage seed and agricultural chemical industries since opening in 1991. Over the past 30 years, their product line has grown to 34 high-quality, innovative products under 12 proprietary brands that are available in over 3,500 stores nationwide.

The founders, Tom Ragan and Mike Massey lead the company from their headquarters in Ponchatoula, Louisiana. They are continually searching for new ways to connect with and serve the hardworking people who use their products and meet the ever-increasing demand for their latest product lines.

The Challenge

The Pain Point

Ragan and Massey engaged Chatterkick to attract, convert and support customers through their social media channels and website. Promoting and supporting their extensive line of products while staying ahead of the digital competitive curve takes a considerable amount of time, skill, and technical knowledge. The Ragan and Massey team was looking for a partner that could lead the strategy, design, analysis, and customer support of their brand online.

The Solution

A Comprehensive Strategy

Chatterkick created a comprehensive digital strategy to establish Ragan and Massey as a leader in the seed and ag chem industry. Chatterkick developed audience-specific content to grow their social media presence and attract interested consumers to the "where to buy" page on the Ragan and Massey website. We leveraged social media as a customer service tool, and through proper Facebook Pixel implementation, we were able to refine our social reach through custom audiences and remarketing. Our 5-year partnership with Ragan & Massey has resulted in continual YOY growth in conversions, overall audience size, and engagement.

Opened a New B2C Channel By highlighting products via a weekly blog series, sourced UGC, and featured partnership content. This 'customer first' strategy built a loyal following that shifted the perception of Ragan & Massey from a product manufacturer to a trusted source for advice, tips, and effective products.

Showing Customer demand via Increased Web Leads with Targeted Ads on social media and Google ads. With a combination of custom audiences and interest-based targeting, Chatterkick developed an ad strategy that maximized learning and testing while still focusing on conversions and sales.

Tradeshow Promotion and Product Launch by leveraging Ragan & Massey's social channels. Chatterkick used social media to promote and interact with vendors during tradeshows. Social media played an integral role in launching new products and communicating their best uses. 

Create a Customer Service Hub by using social media as a communication tool and a FAQ toolkit. Over the lifetime of the partnership, Chatterkick responded to more than 4 thousand incoming questions, comments, and messages each year. 

Building a Strong Brand Loyalty through engaging content and timely responses, Chatterkick was able to help Ragan & Massey build exceptional brand loyalty. And Big Box stores took note. Using social proof as an indicator for consumer demand, Ragan & Massey secured an agreement with a national Big Box store to carry their product. 

The Results

59% Website Conversion Rate

With an average of 1,378 daily web conversions.

2.5M Total Web Conversions

19,296 Total Messages Sent

This includes outgoing messages on Twitter, Facebook, and Instagram over the lifetime of the partnership. (5 years)

47,091 Total Message Received

This includes incoming comments, messages, and reviews on Facebook, Instagram, and Twitter.

Messages per Month

1,445% Increase in Social Engagement (7.25M Engagements)

1,027% Increase in Platform Audience Growth (196,262)

Audience Gained By Month

Content Samples

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Molly Kuehl, Social Media Insights Strategist | (712) 274-3786 |