24 WESTERN PALLET
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."
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.
Viola and Meeks 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." They 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."
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Building Business with Social Media