For the OCS channel and overall, LinkedIn still rules when it comes to connecting with professionals and sharing thought leadership — roughly 80% of B2B leads from social media come from the platform, notes the
Fast Company Impact Council. But today’s decision-makers are younger, with millennials and Gen Z comfortable across TikTok, Instagram, X and even Facebook. Sometimes, the road less traveled is exactly where opportunity lies. Entering that alternative space could give an OCS operator an edge. It’s always good to be on the road less travelled.
Master short-form video content
Posting on LinkedIn and other social media is certainly a great way to establish your company as a thought leader, but short video content truly resonates with today’s decision-makers who have been connected to video on social media all their lives.
According to Kendra Lee, president of KLA Group, a sales and digital marketing agency located in the Denver area, “Traditional methods of reaching decision-makers are no longer enough. Attention spans are shrinking, competition is increasing, and the digital noise is expanding. But there’s a solution: short-form videos. These concise, high impact videos are designed to cut through the noise. It can effectively capture the attention of decision-makers within seconds.”
Today’s smartphones make it easy, and apps like iMovie are incredibly user friendly. KLA’s Lee offered tips that can be applied to OCS operators:
- Lead with impact. Show off something eye-catching in the first three seconds, Lee says. This could be a steaming latte pouring from your bean-to-cup brewer or a busy office micro market. It instantly tells the story of what you deliver.
- Keep it simple. Stick to one clear takeaway per video, she advises. Maybe it’s about your specialty coffee program, or how your self-checkout kiosks reduce office friction. A focused message makes your offer memorable.
- Make it readable. Always add captions. Office managers and HR decision-makers often scroll with the sound off, and adding captions ensures your value proposition — “premium coffee at work” or “healthy snacks on demand” — still comes across.
- Boost the look and feel. Use clean visuals, branded graphics or quick pans of stocked markets and sleek equipment. The right imagery gives your business a professional edge and shows your investment in quality.
- Guide viewers to the next step. Wrap every video with a simple call to action, Lee says. For OCS, that could be as simple as “Schedule a tasting,” “Book a market tour” or “Contact us for a breakroom upgrade.” Direct next steps keep interest moving toward a sale.
Strengthen your brand
There are so many resources now available to convenience services operators. Fifteen years ago, when I decided to elevate our brand and our digital presence at Gourmet Coffee Service and Venue Fresh Markets, I hired a boutique advertising agency, who did a great job but had to be educated by me about every aspect of the industry — a time-consuming process.
Within the last couple of years, multiple firms have emerged to help operators build their brand, optimize their website and generate leads. Best of all, these new marketing entities understand our industry, making the process easy for operators. Typically, they offer a suite of marketing services, including professional design services, social media support, email campaigns, web design, branding, lead generation programs, targeted content, video and more.
Here are some options for operators to consider:
- Vine Digital Studios. Cantaloupe’s full-service marketing platform emerged when acquired the company acquired VendCentral and immediately took it to another level.
- GTP – Graphics that Pop Marketing Services. From Robert Liva, a well-established leader in micro market retail design and fixtures, Graphics That Pop has expanded his offerings in a big way, with a focus on B2B marketing.
- Forward Thinkers. Josh Rosenberg and his team, including his sons, are offering a wide selection of services, from branding to marketing to business development.
- Tech2Success. John Hickey’s company has been at it for over a decade. Tech2Success provides cloud hosting, internet marketing and website design, B2B e-commerce online ordering, IT support and OptConnect Wireless Solutions.
So how are you going to make the most of the prime season for OCS?
- Strengthen your social media presence.
- Master short-form video content.
- Strengthen your brand.
This is a short but critical list for OCS operators who wish to thrive in the coming months. Trying something new can seem to be a daunting task, but any of the four companies listed above can provide reliable, creative and immediate support.
