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Insights and Expertise
StreetSmarts SM
Sizzling content marketing ideas
for a successful season
Part 2 – Engaging merchants in a digital-first world
By Jaki Kackert
Kackert Marketing Match social media platforms
to merchant markets
s merchants continue to adapt to changing con-
sumer expectations, ISOs and merchant level For ISOs and merchant level salespeople, social
salespeople (MLSs) must evolve their mar- media is no longer simply a branding exercise.
A keting strategies as well. The days of relying Different merchant segments spend time on
solely on occasional email blasts or printed newsletters different platforms, consume different types of
are long gone. Today's merchants expect timely, relevant content and respond to different marketing ap-
and personalized communication delivered through the proaches. Rather than posting identical messag-
channels they use most. The challenge is not simply cre- es everywhere, consider tailoring your content
ating more content; it is creating meaningful content that by merchant vertical.
helps merchants solve problems, uncover opportunities • Restaurants, cafés and food trucks: Insta-
and stay informed. gram, Facebook and TikTok remain strong
Marketing to meet modern merchant needs choices for businesses that rely on visual
appeal and local engagement. Photos, short
Despite economic fluctuations and market uncertainty, videos, customer testimonials and promo-
marketing remains one of the most important investments tions often generate strong interaction. ISOs
an organization can make. During periods of change, mer- can position themselves as business advisers
chants actively seek trusted partners who can help them by sharing tips on online ordering, loyalty
navigate challenges and identify growth opportunities. programs and payment security.
This is where thoughtful content marketing can make a • Retail stores: Retail merchants often ben-
significant impact. efit from Instagram, Facebook and Pinterest,
particularly when showcasing products or
Merchants are increasingly turning to online resources for seasonal promotions. Educational content
education, research and purchasing decisions. As a result, about omnichannel payments, inventory
digital channels have become essential components of ev- integration and buy online, pick up in-store
ery marketing strategy. (BOPIS) capabilities can resonate with this
audience.
Email remains one of the most effective and cost-efficient
communication tools available. However, success depends • Professional services: Attorneys, accoun-
on relevance and consistency. Generic messages sent to tants, consultants and medical practices
an entire merchant database are becoming less effective. generally spend more time on LinkedIn and
Instead, organizations should focus on segmentation and Facebook than on visually oriented plat-
personalization. By grouping merchants based on indus- forms. These businesses often appreciate ar-
try, business size, purchasing behavior, or product inter- ticles, webinars and thought leadership fo-
ests, marketing teams can deliver more targeted commu- cused on cybersecurity, recurring payments,
nications that address specific needs and challenges. Ar- invoicing and business efficiency.
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