Even before the pandemic, the promotional products industry relied heavily on virtual communication –in the last few months, this has been been amplified and is now more important than ever to take stock in our strategies, behaviors and habits online. Here’s my take on how to boost relevancy, approachability and credibility:
1. Stop using Gmail and Hotmail accounts for business.
This is especially important if you’re prospecting or communicating with someone who doesn’t know you.
2. Include an email signature with actual contact info.
Be sure your email signature is included in all correspondence – not just the initial email thread. We’re in sales and marketing – we should be the easiest people on the planet to track down.
Name. Title. Phone number. Email.
I think this is what 2020 needs to finally turn things around here, guys!
3. Complete your social media profiles.
The only thing weirder than not having an online presence is having the skeleton of one. Complete it or delete it.
4. Embrace video content.
Whether it’s on social media or virtual video conferencing, treat every video interaction as you would a true “face-to-face” interaction. Pay attention, smile, engage…and please - have a decent background and well-lit foreground.
5. Be consistent and patient.
Especially if you’re trying to build a social media presence or audience. Produce and post in a consistent manner. Most importantly, don’t lose hope if not everything is an immediate hit. The goal is to make people notice and miss you if you skip a cadence.
“The patience is what a lot of people don’t have or can’t have,” explains Nick Lateur, National Sales Manager at Imagen Brands and persona behind the #MondaysWithNick brand. “I’ve been doing Monday posts for 2 years. It’s led not only to increased sales but also job opportunities and podcast appearances. It’s really been a passion project for me – I don’t see it as work.”
6. Create a community of authenticity and inclusion.
Be vulnerable, be real and be authentic – and embrace when other people do the same. Sharing details of your life like your family, pets and hobbies help remind people that you are human. Whether this is done via social media, email or phone calls, this can all help you build real relationships.
When creating this content, it’s also important to find balance that works for you and your audience.
“Don’t share just because you feel you have to,” says Charity Gibson, National Account Coordinator at Peerless Umbrella and industry social media expert. “If you wouldn’t want to see if yourself, don’t be the one to post it. Someone is using a moment of their lives to consume your content – make it worth their moment.”
7. Beware of the overshare.
The pandemic is (hopefully) temporary…but baby, the internet is forever! You’re entitled to your opinion but understand that you risk damaging your relationships within your social media circle.
“Realize that every single comment and post either builds your brand up or tears it down. Be yourself and be genuine, but also be careful,” adds Gibson.
8. Be mindful of grammar.
I’m not saying we all need perfect grammar and punctuation usage, but in many situations, it’s worth doing a quick proofread before you hit “send”. At the bare minimum, let’s make a conscious effort to correct your/you’re and to/too/two.
9. Ask for help.
Let me share a piece of advice I can barely follow myself: You don’t have to know the answer to every question. In fact, asking for help and looping in subject matter experts actually makes you seem more credible. It shows you’re collaborative and open-minded – and that you care more about solving the problem than being the one who solved the problem.
10. Use credible industry resources.
We’re lucky to have industry powerhouses like PPAI and ASI to conduct valuable research for the promotional products industry – let’s incorporate this into our work as much as possible. In addition, there are so many other organizations like PromoKitchen, CommonSku and PromoCorner who empower voices within our industry to share new and evolving ideas.
11. Get industry certified.
If we can’t get richer during the pandemic, at least we can get smarter! (as I’ve heard many times from my boss, Dana Zezzo)…Whether it’s through ASI, PPAI, Bella+Canvas’ FAM or other – be sure you’re not only sharing this news of your certifications, but also explaining the significance to people outside the industry.
Taylor Borst is Sr. Director of Marketing & Vendor Relations for American Solutions for Business. Joining the print and promo industry in 2015, she specializes in social media, promotional products, and supplier relations. Taylor is currently a Sous Chef with PromoKitchen, board member for UMAPP, on the PSDA Emerging Leaders Committee and is an advocate for education and youth involvement in the industry. Connect with her on Instagram,
TikTok and LinkedIn.