Social media can be a daunting endeavor and a necessary evil, but it can also be the perfect way to humanize your brand. You buy from people you like, right? Well then, you should show your authentic self in your brand, but you also have to communicate consistently the right message to the right people to turn your effort into revenue. 

Sounds like a lot, right? Don’t worry; it can be fun if done the right way. We are here to help!

Our marketing team has worked with distributors and suppliers of various sizes all across the country. Each company has its own unique story and audience. And they all have the same questions: Where do I start? What do I post? How much? How often? 

The first thing to remember is that you are not alone. Everyone’s in the same boat when it comes to social media. 

The second thing to remember is that there are many tools you can use to make the whole process easier including, our favorite, ZOOMcatalog. 

Where do I start? 

How do you eat an elephant? One bite at a time. 

Start with optimizing your profiles. Each profile should have consistency, but there are also some constraints, such as the size of graphics and the quantity of characters allowed, that will make them different. Each profile should be something you are really proud of. Everything you post should be reflective of the personality of your brand. 

Here are three tips for each of the most popular channels, LinkedIn, Facebook, and Instagram, to get you started. 

LinkedIn 

The kids may still be talking about TikTok, but LinkedIn is still the most popular platform for business because it is made for people specifically interested in connecting on a professional level. While it can still be used to get a job, that hasn’t been the network’s primary focus in a long time. So, if your profile is still your resume, then it is time to reword it. 

Focus first on adding a banner that represents you/your brand. For example, if your passion is the most fabulous pens, show some artistic pens. If you are known for your travel experience, have a destination. The banner is changeable, so it is okay to switch them out. Even using some of the built-in default options is better than skipping the banner altogether. 

Second, check your profile picture. Your picture should have good lighting, a simple background and preferably show you smiling. This does not have to be a formal headshot. In fact, it’s better NOT to appear overly formal unless that reflects your target audience and your own brand. For example, our marketing manager, Jessica Gibbons-Rauch, recently updated her profile. She’d just stepped out of the salon after getting her hair done. She’s just wearing a t-shirt, but at that moment, she felt good and her smile was genuine. That makes it a perfect profile photo. You should look like you. 

Third, how is that about “me” section? Does it list like a resume? Is it told in the third person? This is the chance to do your best elevator speech in copy. “This is my story and what I stand for.” Including keywords for your audience is a great way to connect but shouldn’t be overused or the main focus. 

Picture yourself in line for coffee, and you bump into someone. What do you tell them your story is? Make sure it is in the first person and addresses why someone would want to connect with you. 

Facebook

Facebook has become more confusing over the years, with more rules motivating the algorithms. With a focus on PPC advertising, it is harder to grow your visibility organically. This platform has also lost appeal with the younger demographics (Gen Z and Millennials) but has grown in popularity among older demographics (Gen X). To make it work, you need to interact.

First, just like with LinkedIn, how does your banner look? Does it represent your brand effectively? Is it the right size? Each platform has its unique dimensions, and there is no one size fits all banner dims. Make sure that it looks brand-compliant, but it doesn’t have to be a copy of what you have on LinkedIn. It can be a little more casual. 

Next, where is your audience? Facebook has layers and layers of groups and pages. If you are targeting a specific vertical, geographic, or interest, there is probably a group set up for it. Be sure to find out what the rules are before joining. If it says no advertising, don’t start filling up their feeds with great deals. Instead, ask questions, make comments, add value and then keep the pitches in the DM’s when the time is right. 

A personal versus a company page is always a debate, but more often on Facebook than other platforms. Really, it is a personal choice. If you are a small business with only a few employees, your own reputation will hold a lot of credibility. If you have a larger organization, it can help to have a company page with a voice that is then shared to personal pages. Whichever you choose, make sure you are authentic. 

Instagram

If you are very passionate about design, this is a great place to play, however, it is also easy to miss the mark. Instagram is linked to Facebook, so setting up a Facebook page first will be a requirement. Your company information is limited to only a few characters, so take that coffee chat and reduce it to a few critical sentences. You can include more details in pinned stories if you want to have a more robust explanation. 

More than other platforms, Instagram doesn’t work well with copied content. What is being posted needs to have a unique look and feel. Using lifestyle shots and human images will really build your brand. Adding animations and basically upping the fun is the best way to get followers. 

If you want to link content to external URLs like blogs or products or virtual catalogs, create a “link tree” because links will not work in the copy attached to Instagram posts. There are many ways to build a link tree, but the simplest is to use a program like linkin.bio 

Tagging your clients when showcasing work you have done together can be a great way to show proof of work. This can be a win-win for both you and their social media team with the client’s permission. 

While we can dive into other platforms like Twitter and TikTok or how to organize social media calendars and collaborate on posts, this could turn into an epic novel quickly. The main point is to make sure that your socials are up to date and that you are using appropriate content for your audience AND the platform. Remember your story is interesting and needs to be shared. 

When you are ready to roll, there is a lot of the “what” exactly to post. Each audience and brand is different, but there are some great resources to get started. One option is the tools available in ZOOMcatalog for customization. Another is to check out our featured catalogs for pre-clipped images and customizable flyers and catalogs. We know it can be overwhelming and want to give you simple tools to get you started. 

Stay tuned for more tips and tricks from our marketing department, and in the meantime, check out our other articles on social media:

• Social Insights for Promo Pros: Leveraging LinkedIn
• Social Insights for Promo Pros: Using Instagram
• How to Get More Customer Leads Using Facebook Ads