Operators: why are you bothering to post on LinkedIn?

Jan. 27, 2021

Coffee service is exciting. People get emotionally attached to their coffee and much like wine, many end users, prospects and clients consider themselves “aficionados.” These factors are a real plus when it comes to posting content on LinkedIn and other social media. There is so much potential to promote engagement with the target audience.

Why then, do most operator posts generate little or no reaction from decision-makers?

Before you post – ask yourself a question

The next time you post a picture of a newly installed area at a new account, ask yourself – “What am I trying to accomplish here?”

  • Are you “boast posting?” Is the post designed to stroke your own ego?
  • Are you posting to establish that your company can execute fundamental OCS operations? Is that supposed to be compelling? OK – you can put together an attractive coffee station, so what? Isn’t that exactly what you are supposed to be doing?
  • Or are you posting for the right reason: to promote engagement with your target audience?

Is anyone (besides you) excited about your posts?

If you are posting on LinkedIn to promote engagement and ultimately generate new business, you should take steps to make that a possibility. When you post something to establish that your company is just “functional and capable,” you are doing very little to promote engagement.

By now, everyone knows what a modern OCS setup looks like. Think about this: The people you want to reach are office managers, facility managers, HR managers and operations VPs. When they see a post from you showing off yet another “competent installation,” will they suddenly be motivated to reach out to you because you have shown them that your company is doing exactly what you are expected to do – install attractive coffee service locations?

Last month, I touched on this subject in an article for the Micro Market Design Newsletter, LinkedIn Posting – Are you sending the wrong message? This article addresses a common problem that exists in the social media posts of many companies, well beyond the convenience services industry.

A common problem – leading with the solution

Are you leading with the solution?

Not only does this approach fail to generate interest from prospects, but it can also backfire with your existing clients. One East Coast operator told me that an existing client was unhappy that his company’s coffee service setup was “not as pretty” as the one he had just seen on LinkedIn. A bean-to-cup brewer was totally the wrong solution for that client (the employees were too lazy to even run the daily self-cleaning feature), but the operator had to install it to keep the client happy and now deals with service headaches as a result.

A better approach

Do not lose sight of the only objective that makes sense: To promote engagement with your target audience, to generate appointments and to close new deals. Put on your empathy hat and consider the problems and issues that will promote engagement.

  • Sanitization » How do your products and services address this issue?
  • Value » Show us why your solution provides better quality at lower overall cost.
  • Service » What unique aspect of your service ensures that the client will enjoy superior service?
  • Style » How does your setup send a message to the end user that their employer cares about them?
  • Accountability » How does your product management system give clients more confidence in your company?
  • Incentives » What value-added goods and services does your company offer to say, “Thanks for your business.”
  • Commitment » Show us how your company is committed to serving the client and the community.
  • Equipment » What are the unique features of brewing systems, water units and point-of-use organizers that will solve specific problems for your clients?
  • Products » Especially in the coffee and hot beverage business: how about addressing the aroma, flavor and taste profiles that your customers will enjoy, instead of just the cool look of the brewing system?

Same road – different direction

The content ideas outlined above are part of my philosophy that involves taking the same road in a different direction for better results. I spoke about that topic in last week’s “Best of OCS” column – For OCS success, try this direction in 2021 and in my latest video – Sell more by taking a different direction – on my b2b Perspective channel. To deliver a higher caliber of content, an operator needs to either outsource to a content specialist or focus on quality over quantity when it comes to posting on social media.

It is also important to note that posting compelling content is just the beginning. Your current posting strategy might only be slightly better than standing in front of an office building and holding up a sign that says, “See me for coffee service.” As your content improves, ensuring that your posts are seen by the right people is another key part of the equation.

Taking your content to the next level

Next month, we will explore several ways you can make your content work harder for you on LinkedIn and other social media outlets. In the meantime, stay focused on the objective and concentrate on producing content that will establish yourself as a thought leader and your company as an innovator. For a proven LinkedIn methodology that is guaranteed to work – join the interest list for my upcoming online course – Leverage the power of LinkedIn to grow your business.

I welcome your feedback. Please visit www.tulliob2b.com.

About Bob Tullio

Industry consultant and contributing editor Bob Tullio (www.tullioB2B.com) is a content specialist who advises operators in the convenience services industry on how to build a successful business from the ground up. Tullio recently launched a YouTube channel, b2b Perspective, designed to “elevate your business in two minutes” and is currently developing an online course, Leverage the power of LinkedIn to grow your business.

As he is a recognized industry expert in business development and sales, NAMA retained him to write and narrate the new online course, “Selling Convenience Services,” which is now available. Use discount code B2B10 for an instant discount and for free access to upcoming Q&A Webinars from Tullio in the coming months. Here is a free sample of the course.

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