In the latest episode of SAGE’s “Promo Perspectives” podcast, Senior Social Media Coordinator Anne-Marie Bolton pulled back the curtain on the social media strategies that earned SAGE the coveted #1 spot on the PPAI Online 18. This insightful discussion offered a wealth of actionable advice for promotional product distributors and suppliers looking to elevate their online presence.
The Power of Purposeful Content: SAGE’s Four Pillars
Anne-Marie emphasized that successful social media isn’t happenstance; it’s a deliberate strategy. SAGE’s approach is built on four core content pillars:
- Cultivation: Fostering community and engagement.
- Celebration: Highlighting achievements and recognizing partners.
- Education: Providing valuable insights, tips, and how-to guides.
- Innovation: Announcing new features and industry advancements.
This structured approach ensures a diverse and engaging content mix that resonates with their audience, from educational SAGE Hacks to exciting new feature announcements.
Tailoring Your Message: Platform-Specific Strategies
One size does not fit all when it comes to social media platforms. Anne-Marie highlighted the importance of adapting your message for each channel. While LinkedIn might be ideal for B2B direct links and professional posts, Instagram thrives on engaging visuals and “hype videos.” The key is to take the same core message and tweak its delivery, whether through text, video, or carousels, to best suit the platform and its audience.
Consistency is King (and Queen!)
The perennial question: “How often should I post?” Anne-Marie admitted there’s no magic number. The true answer lies in your company’s bandwidth and, more importantly, consistency. Whether you commit to two high-quality posts a week or five, sticking to your chosen frequency is paramount. Regularly review your analytics (impressions, engagement, etc.) to understand what’s working and iterate on your strategy quarterly.
Social Media for All: Suppliers, Distributors, and Beyond
The podcast addressed a common query from suppliers: “Are social media platforms like Facebook and Instagram just for distributors?” The resounding answer is no. While LinkedIn might be a primary hub for B2B connections, platforms like Instagram are invaluable for brand building. Suppliers can showcase their products with high-quality photos and videos, inspiring end-users and driving demand through distributors.
Beyond the Product Shot: Spicing Up Your Feed
To stand out, move beyond static product images. Anne-Marie suggested short-form video, showcasing products “in the wild” (e.g., making a smoothie in a branded cup). Gabe added that diversifying your content beyond just product features builds brand authority. Share industry articles, trends, and educational content that provides value even if your audience isn’t immediately looking to buy. Remember, 95% of social media users aren’t ready to purchase at that moment; your goal is to build brand recognition for when they are.
Building Your Brand Foundation: Style Guides and Tools
For those just starting in a social media role, Anne-Marie stressed the importance of a brand style guide. While SAGE has professional designers, tools like Canva empower anyone to create their own, ensuring consistent colors, fonts, and overall brand identity across all posts. This consistency is crucial for building recognition and trust.