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Insights and Expertise

Social media platforms continue to evolve rapidly and of-
• Home services: Contractors, plumbers, fer valuable opportunities for engagement. LinkedIn re-
electricians and landscapers frequently use mains an excellent channel for B2B thought leadership,
Facebook and YouTube to build local visibil- while YouTube and short-form video platforms provide
ity. Practical videos explaining mobile pay- opportunities to educate and inform audiences through
ments, field invoicing and financing options visual storytelling. The key is understanding where your
may generate more interest than traditional merchants spend their time and tailoring content appro-
product promotions. priately for each platform.
• Hospitality: Hotels and travel businesses
often emphasize Instagram, Facebook and At the same time, organizations should focus on building
first-party data strategies. As privacy regulations expand
YouTube, where visual storytelling helps
showcase customer experiences. Content and third-party cookies continue to disappear, businesses
must rely more heavily on information collected directly
addressing reservation technology, digital
payments and guest convenience aligns well from customers and prospects. Newsletter subscriptions,
online seminar registrations, surveys and customer feed-
with their priorities. back programs can provide valuable insights while help-
• Business-to-business merchants: Manufac- ing build stronger relationships.
turers, distributors and wholesalers remain
active on LinkedIn, where decision-makers Consistency, credibility and connection
seek industry information rather than en- One common mistake organizations make is communicat-
tertainment. White papers, case studies and
executive insights typically outperform pro- ing simply for the sake of staying visible. Sending frequent
but irrelevant messages can quickly lead to disengage-
motional messaging.
ment.
Keep the message consistent Instead, every communication should serve a purpose.
Ask yourself:
While each platform has its own style, your • Does this content solve a problem?
overall message should remain consistent. Mer- • Does it educate or inform?
chants should recognize the same brand, values
and expertise whether they encounter your or- • Does it help merchants operate more efficiently?
ganization through email, LinkedIn, YouTube • Does it support a business goal?
or Facebook. The most effective social media
strategy is not about being active everywhere. Authenticity remains one of the principal elements of suc-
It is about showing up where your merchants cessful marketing. Merchants can quickly recognize when
already spend their time and delivering in- messaging feels disconnected from reality or inconsistent
formation that helps them solve real business with an organization's values. Marketing teams should
problems. For ISOs and merchant salespeople, remain focused on campaigns that align with business
that approach strengthens credibility, generates objectives, strengthen credibility and reinforce trust.
engagement and creates opportunities for more Whether those teams are in-house or outsourced, their ef-
meaningful customer conversations. forts should contribute directly to long-term relationship
building.
tificial intelligence is making personalization even more
powerful. AI-powered marketing platforms can help auto- The most successful organizations will be those that com-
mate email campaigns, recommend relevant content, iden- bine technology with human connection. By embracing
tify optimal send times, and create more individualized AI responsibly, leveraging data intelligently, maintaining
customer experiences. These tools allow organizations to consistent branding and delivering meaningful content
scale communications while maintaining an individual- across multiple channels, organizations can create stron-
ized touch. However, automation should enhance rela- ger merchant relationships and position themselves for
tionships—not replace them. Merchants still value authen- sustainable growth. As the busy selling seasons approach,
tic communication and human expertise. now is the perfect time to evaluate your marketing strat-
egy, listen carefully to your merchants, and focus on the
Embrace an omnichannel approach products, services and solutions that matter most. Those
efforts will not only support success this summer but will
One of the biggest shifts in modern marketing is the rise of help build lasting momentum for the seasons ahead.
omnichannel engagement. Merchants do not interact with
businesses through a single channel. They may read an Kackert is a seasoned marketing professional with experience support-
email, visit a website, watch a video, engage in a social ing organizations across the payments and financial services industries.
media post, attend an online seminar and speak with a Through expertise in content marketing, digital strategy, public rela-
sales representative before deciding. Successful marketing tions, and communications, she helps ISOs and Resellers build market-
strategies recognize this behavior and create a consistent ing strategies that attract, retain, and grow merchant portfolios. For
experience across all touchpoints. more information please visit www.kackertmarketing.com or reach out
to Jaki at jbkackert@gmail.com
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