Skip to main content

Social Media & the JanSan Industry


Social media marketing and branding are no longer a choice for businesses


According to a recent Wall Street Journal, people spend more time on social media then they do checking their emails, which means email marketing is not as effective as it used to be; it also means that it’s imperative that your company has a strong presence on all major social media platforms, especially if you are a start-up or a small business.


Social media provides the ability for businesses to personalize their image for their audience and interact with their core customers; it is essentially like a free, short digital magazine for a business. When customers go to a company’s Facebook or Instagram pages, those pages should stand out. A company’s social media should make customers  compelled to go through that company’s content. If your social media content isn’t accomplishing this task, then it may be necessary to reevaluate your current branding strategy in order to improve the retention of your social media followers.


A Clear Purpose


Branding on social media is not about what you say but how you say it. It is important to be strategic in how a message is communicated in order to be clear about the purpose of a post. That purpose should always be to specifically connect with potential customers and convert them into long-term clients. Social media is about engagement, which is why it’s important to have a strong strategy that aligns with your business goals. Some of the most important questions to ask are:


  1. Who is your target audience?
  2. What message do you want to send to your audience?
  3. Is the content your posting relatable to your audience?


Once you’ve created your accounts and outlined a clear marketing strategy, it’s very important to ensure you stay consistent and committed to that strategy. Businesses may say they want to build a successful social media brand, but very few stay committed and consistent.


Social media marketing is not only used to engage with an audience, but it has also become an important tool for businesses’ SEO growth. When posting, make sure your post is linked to your website: 80% of users will click on links to read further, generating increased traffic for your website. Since your audience is targeted and specific to your industry, the visitors to your website are most likely current or potential customers granting a slow and steady increase to online sales. In addition, driving traffic to your web pages will cause search engine crawlers to pick up on your content, which will allow your website to climb higher on search engines like Google.


A strong, relatable and consistent social media presence builds brand loyalty. When you’re personally engaging with your audience and delivering optimal customer service, you’re actually building a connection and, in turn, loyalty. Customers value the time you’ve put in to ensure their satisfaction, as it shows them that you appreciate them individually and do not just see them as a sale.



No Longer a Matter of Choice


Distribution companies, specifically the JanSan industry, significantly lag behind with social media marketing and branding, while other industries, such as retail, food, technology and manufacturing, have all come on board. I believe the biggest reason for this is a cultural shift that is occurring as more and more millennials enter the job market. Older generations can relate to sales and sales people because the measurement on return is very straight forward, but they are failing to connect with millennials who prefer to conduct business via technology.


As I mentioned at the beginning of the article, people spend more time on their phones and social media platforms than they do checking their emails. Social media is the fastest and most effective way to grab your audience’s attention and make them aware of your company or product. If you want to succeed, jumping on the social media bandwagon should no longer be a matter of choice. Your business growth and sustainability needs it. The importance of social media marketing and branding in business is now more powerful than ever.


Ruby Kular, President, Alpine Cleaning Equipment, Inc.