Spark Connections, Ignite Growth: The Impact of Social Media Marketing on Distributors

As distributors, we get so wrapped up in our insular world we sometimes miss how fast the digital landscape around us is changing. There is an immense opportunity for distributors in social media but few distributors are using it correctly and consistently as a marketing channel. If you look at the companies outside of distribution that you regularly do business with – food, beverage, household supplies, airlines, restaurants, banks – they have all wholeheartedly embraced social media as a way to reach their customers, understand trends and create long-term loyalty. So why aren’t you doing the same?

You are the real link between the manufacturer and the customer. You control the customer relationship and play a role in influencing brand preferences. You should use social media to step up and embrace that role. Unfortunately, many distributors are late to social media. They may underestimate its relevance, assuming that their customers primarily interact with brands and end-users rather than directly with them.

In my experience, many distributors brush off or entirely ignore their social media presence. They underestimate the influence they have in each purchasing decision. For example, they may believe that a homeowner has the final say over the fixtures that get installed on a job or the manufacturer’s marketing message is so strong the distributor believes they will just pull customers through the manufacturer’s brand. In fact, their customers (e.g., a plumbing contractor) have influence over the decisions that in turn are influenced by the distributor.

Many distributors are confused by social media or don’t feel like they have any spare time to invest. Even if a distributor is prioritizing other marketing channels, they need to put a plan in place to leverage social media. Traditional relationships and channels will continue to serve you well, but you can amplify your results by layering your message through social media at the same time you are deploying sales and marketing campaigns.

Also, more and more of your competitors are using e-commerce strategies as a sophisticated marketing platform. This changes the purchasing behavior for your customers even if you aren’t strong in your e-commerce strategy. With the increasing importance of online presence, distributors can no longer afford to ignore the power of social media marketing.

You Need a Consistent Social Media Presence

You want to be the expert that your customers turn to. Social media helps to create that position. Distributors should create engaging and informative content on platforms like LinkedIn, X (formerly Twitter), Facebook, and Instagram. The idea is pretty simple, you just want to show some expertise, share a few ideas and tips and engage customers so they remember you in their next job or project.

Here are just a few reasons why you want to consider using social media as a marketing tactic.

1. Increased Visibility: Social media platforms increase your brand visibility and customer interaction with only a small amount of effort. Posting a picture of your recent training or a customer visit can quickly reach your contacts directly, create awareness of your value added services and generate interest in your products.

2. Customer Engagement: Social media allows for two-way communication between you and your customers. You can engage customers with questions, answers and most importantly build new relationships. Most social media users think that companies who engage them on social media are more proactive in other areas of the business and well, so these interactions help build loyalty.

3. Targeted Advertising: Social media platforms offer sophisticated targeting options, allowing distributors to reach specific demographics, interests, and locations. You can cost-effectively reach the right audience with your perfected message. Pay-per-click to targeted audiences can be one of the most successful programs a distributors can use.

4. Customer Insights: There is a conversation happening on social media and that conversation is your opportunity to learn new things. How are people using products? What do people say about your competitors? Are there new lines you should consider? Who is opening new locations in what regions? Where is new building happening?

Some Examples of Social Media Distributors Can Put Into Play Today

Showcase Product Demonstrations: If you regularly host product demonstrations by you or your vendor teams, you can video them at the same time to create engaging videos or live streams on platforms like YouTube or Facebook to demonstrate the features and benefits of their products. Contractors and end users can see the products in action, all without leaving your branch.

Share Educational Content: Likewise, distributors can leverage social media platforms by sharing informative content such as blog posts, articles, or infographics that provide valuable insights and tips to their customers. This positions them as industry experts and helps customers and contractors stay updated with the latest trends and technologies.

Offer Exclusive Promotions: Most readers of this journal are here primarily to learn about distribution pricing. Social media should become another important tool when it comes to pricing and promotion communication and execution. Distributors can run social media-exclusive promotions or discounts for followers. By offering special deals or incentives, you can incentivize customers to choose their products over competitors and encourage repeat business. Do you have a price change or price advantage in a certain area? Social media is a great way to communicate your offers.

Provide Customer Testimonials: Why should a customer work with you? There is no better way of answering that question than letting another customer speak for you. When a customer comes in and tells you they love a new product, get your iPhone out and shoot a quick 15-second video. Ask your customers to share photos of their jobs, buildings, landscaping, happy end users. All of this adds up to more reasons to trust your company.

Host Webinars or Q&A Sessions: There is no reason why all of your training and demonstrations need to be in-person events. You can run live sessions online to answer questions and demonstrate new products. This gives you a new platform for customers to reach out and gain insights that position you as a leader in your space.

Collaborate with other Influencers: I know, I hate the word, “influencer,” as much as you do. But it’s a real thing. Partnering with influential people (e.g., a leading electrical contractor in your region) or other industry experts who have a significant following on social media can help distributors reach a wider audience. Maybe you can even get one of them to endorse you or share their positive experiences.

Engage in Online Communities: Joining relevant online communities or groups on platforms like Facebook or LinkedIn allows distributors to interact with customers directly. You will be seen as a resource by many new potential customers just by giving a little extra online with insights, education, answers and tips.