22 WESTERN PALLET
If you are concerned about where to start when it comes to building out your company's social media strategy, LinkedIn just might be the platform to give you the “best bang for your buck.”
The recent Western Pallet Association (WPA) Master Learning Group session titled "Building Business with Social Media" provided valuable insights into leveraging digital platforms for business growth. The event featured Jesse Viola, CEO of Digital Native Media and was hosted by Glenn Meeks, Executive Vice President and COO of the WPA.
Viola brings over 20 years of experience in the pallet and packaging industries, offering a blend of traditional sales acumen and modern digital strategies. The discussion highlighted the potential of social media—especially LinkedIn—for generating new business, nurturing leads, and building relationships in the digital age.
The Evolving Role of Social Media in B2B Marketing
Viola emphasized the shift in the business- to-business (B2B) landscape and how social media has become a vital tool for sales and marketing. "In the past, knocking on doors and cold calling was enough, but those days are behind us," Viola said, reflecting on the evolution of sales strategies, particularly after the COVID-19 pandemic. He pointed out that digital tools have become essential for reaching new markets and clients, especially as traditional methods have become less effective.
Viola highlighted LinkedIn as the go-to platform for B2B interactions. "LinkedIn is truly where we have seen the best bang for our buck," he noted, emphasizing the platform's vast professional database and its ability to target specific industries and roles. This targeted approach, according to Viola, allows businesses to connect with decision-makers directly, making LinkedIn an invaluable tool for expanding reach beyond local markets.
Success through LinkedIn: Case Study and Best Practices
A focal point of the discussion was how Digital Native Media has used LinkedIn to drive substantial business results for its clients, including Viola’s own experiences with APM Shipping Services. "In 2023, our LinkedIn campaigns helped generate $600,000 in new revenue through 88 quotes and 4,000 new connections," he shared. These results, he explained, were achieved through a combination of LinkedIn Sales Navigator, content calendars, and automated outreach tools.
Viola emphasized the importance of maintaining a professional online presence. "Seventy percent of the buyer's journey is complete before they even reach out to a salesperson," he explained, stressing that potential clients often research businesses online before initiating contact. To build trust and credibility, he recommended having a modern, updated LinkedIn profile, a clean company website, and consistent content that showcases expertise. He advised participants to think of their online presence as a way to "nurture relationships before they even start."
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Leveraging Automation and Content for Consistent Engagement
The session also delved into the practicalities of managing a social media presence. Viola advocated for using tools like LinkedIn Sales Navigator to narrow down target audiences by industry, job title, and geography. He described it as "the best investment you can make in targeting your audience." He also recommended scheduling platforms like Hootsuite and Sendible for automating posts, making it easier for businesses to maintain a regular online presence without overwhelming their schedules.
"Think of it like building a content calendar and planning out three months in advance," Viola suggested. He explained how businesses can streamline their social media efforts by pre-scheduling posts that include a mix of industry insights, company updates, and thought leadership. He stressed the importance of consistency: "You don’t have to post every day, but you need to show up regularly."
Glenn Meeks added that having a plan is critical for businesses starting their social media journey. "It’s all about setting realistic goals," he said, suggesting that companies new to digital marketing start with manageable targets, such as two posts a week for 90 days. He also highlighted the importance of mixing organic, spontaneous posts with scheduled content, sharing that some of the best-performing posts are often simple snapshots of team activities.
Building Relationships and Trust Through Social Media
Both speakers emphasized that while automation and digital tools are essential, the human element remains crucial. "Social media is about people engaging with people," Viola reminded participants. He encouraged businesses to use their personal LinkedIn profiles in tandem with company pages, as posts from individual accounts tend to receive more engagement. Viola’s advice resonated with many attendees, including Vanessa, a participant, who remarked, "I never thought about LinkedIn for this. I was always focused on Instagram and Facebook."
Viola explained the concept of "social self" on LinkedIn—using the platform not just for direct sales pitches but as a way to build genuine connections. "It’s about commenting, liking, and having conversations, just like you would at a networking event," he said. By engaging thoughtfully with potential clients' posts and participating in relevant industry groups, businesses can build rapport and establish themselves as trusted partners.
Final Takeaways: Balancing Strategy and Authenticity
In closing, Jesse Viola and Glenn Meeks provided a few final tips for businesses looking to optimize their social media strategy. Viola emphasized the importance of balancing curated content with authentic engagement, noting, "Sometimes a simple post of your team at lunch can outperform a carefully crafted graphic." He also encouraged businesses not to be deterred by the learning curve of new digital tools, stressing that platforms like LinkedIn Sales Navigator can provide significant returns with time and practice.
Glenn Meeks added that businesses should approach social media as a long-term strategy rather than a quick fix. "Digital transformation is not a project; it's a discipline and a mindset," he said. He urged businesses to see social media as an extension of their traditional relationship-building efforts rather than a replacement.
The session concluded with an open Q&A, where participants like Vanessa and Ken sought further advice on topics such as using LinkedIn groups and implementing CRM systems. Jesse Viola offered to provide additional resources and support to attendees, highlighting his commitment to helping businesses navigate the complexities of digital marketing.
The "Building Business with Social Media" session was a testament to the power of blending new digital tools with tried-and-true sales principles. As Jesse Viola put it, "The human touch will always matter in business. The goal is to use technology to get us there faster, with more efficiency and reach."
Building Business with Social Media
Western Pallet Association Master Learning Group Session Offered Takeaways for Improving Your Online Social Presence