The Secret Sauce in Digital Marketing: Neil’s Top Tips for Vending Operators
Katie Waxman / January 31, 2025
Just like with barbecue, there’s a secret sauce to successful digital marketing. To do it right is as much art as science. It needs patience, dedication, great ingredients, and enthusiasm.
To help vending operators with their online marketing journey, we sat down with co-founder and CEO of VendCentral, Inc., Neil Swindale, who was once a vending operator. Now, with decades of experience as a professional marketer, he shares his top tips, or secret sauce if you will. Check out what he says will make your digital marketing effective and can grow your business.
4 Tips to Heat Up Your Vending Business Marketing
Tip 1: Keep a Constant Stream of Content
To get the best result from marketing, it needs to be low and slow. In other words, there should be a steady stream of content going online versus brief sprints of content. Across blogs, additional web pages, video creation, and photos, it’s a must to keep the content going. The reason is that someone will stumble across your piece of content. Even if it’s a year from now, that can be a lead. So keep adding online content to your website and social media.
Tip 2: Use a Professional for Your Marketing
Think carefully about who you put in charge of your online marketing. Is a family member or friend the right person to tend to this sales tool? Will the IT guy who knows firewalls and AI excel at digital marketing, too? Maybe. But remember you need a steady stream of content. Will they be around when you need them? Or will they be on vacation, in college taking exams, or implementing new technology for you?
One might argue that your sales department, and thus the marketing that supports it, is the most vital part of your company. It makes sense then to put someone who is dedicated and well-versed in the industry in the digital marketing position. Like our professional marketing team at VendCentral Marketing.
Tip 3: Make Things Interesting
When you’re basting the internet with content, you’ve got to make it fiery. If the content isn’t interesting, then people won’t click it, watch it, or engage with it. And that is the point of online marketing. To get users to see and interact in some way, ideally entering your sales funnel. VendCentral Marketing can help you create engaging videos and social media posts that will make a big impact and get noticed.
Tip 4: Partner with the Team at VendCentral Marketing
Back in the day, you landed new accounts by hiring a few sales reps to go knock on doors. This can still work, but it’s expensive and limited to daytime hours. On the other hand, your online presence is always working for you as a sales tool. Putting your content online gets noticed by search engines. Clients looking for breakroom services will find you and learn all about you from your well-designed website or up-to-date Google Business Listing. Hiring an enthusiastic marketing team, like VendCentral Marketing, can result in many new clients. Plus, it boosts your professionalism and brand.
These Tips Are a Recipe for Marketing Sales Success
Online marketing with creative content, like a good BBQ, takes time and practice. To master it, you need to put in the work. Or, you can partner with an experienced team. That’s where VendCentral Marketing comes in. We bring strategy and an assigned account manager to the party. You are not alone in the kitchen but are supported by our in-house graphic designers, web designers, and SEO professionals. We have all that you need to be successful with your digital marketing. Our energy and excitement will make your content sizzle.
Contact us to talk about vending marketing goals that can help you grow your business.
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LinkedIn Success: Tips for Vending Operators
Katie Waxman / January 31, 2024
LinkedIn is a social media platform designed for the business community. And there are many reasons to use it to grow your vending business. It can help you establish credibility with a wider audience and earn you new customers. It can boost your brand awareness, generating new leads. LinkedIn can also let you showcase your services and locations. As a result, sales will grow at existing locations and new clients will be enticed to reach out.
6 LinkedIn Must-Dos Every Operator Needs to Know
LinkedIn is a popular online tool because of its many benefits. But like any tool, there are ways to wield it for better success. This blog has a roundup of how breakroom service providers can optimize their LinkedIn presence.
1. Clear Profile Image
Your profile image on LinkedIn is vital. It helps clients put a face with your name and can influence their first impression. Select a recent photo that actually looks like you do today. It doesn’t have to be a photo taken by a professional (although that is a bonus). but you should be the only one in the picture. That means no cropping or zooming in on you in a group. Your face should take up at least 60% of the frame and show you dressed as you would for work. Don’t forget to smile and look friendly! You want clients to feel you are approachable.
2. Crafted Background Image
Once you have your profile photo, you will want to consider the background image. This is the large image at the top of your LinkedIn page, right behind your profile picture. Consider carefully what to use here. In a glance, it should help people understand what you do. Perhaps you can show an image of your micro-market or office coffee services. An award you or your business has earned can show dedication and professionalism. Opt for a quote or your company mission statement to reinforce customer service. Make an effort to reinforce your company’s brand. Choose colors and/or an image similar to the look and feel of your other marketing. Above all, choose a clear, high-quality image. That will show you care about your LinkedIn profile, and ultimately, your work too.
3. Thoughtful About Section
After sorting out your images, it’s time to turn to words. The About section is a perfect place to share what you are passionate about. People want to know what makes you get up in the morning and stay focused during the day. It’s the place to highlight your work, not only what you do, but the impact you’ve made on others. This can be in the vending industry as a whole or more locally. Describe your skills and accomplishments, especially what they mean to you.
4. Growing LinkedIn Community
Being on LinkedIn isn’t the same as using it. You must also build a community. Connect with customers to keep them up to date on your latest news. Reach out to prospects so they can learn about you and what you offer. Connect with local business leaders to strengthen your community ties. Plus, use LinkedIn to connect with employees of your own company. This boosts communication and makes your staff feel more involved.
5. Regularly Posted Content
One of the most intimidating hurdles for most vending operators is what to post on LinkedIn. Don’t overthink it. Show photos of your work, such as installs and grand openings. If your client gives permission, show breakroom before and after shots. Celebrate your employees on your page. Give a shoutout for anniversaries or announce new hires. Another great option to feature is your new products. If you added a popular beverage or the latest healthy snack item to your inventory, showcase it. Clients love seeing you are up on trends and offer fresh products. To show your expertise in breakroom services, share industry news, or offer insights on employment matters related to your business. Even just personal, yet professional responses to local topics and events can have a positive impact.
6. Engaging With Others
Now it’s time to put all the pieces together. You have great, meaningful images and a well thought About section. You have connections and content. Now it’s time to get social. That means leaving supportive comments on posts. You can also join groups and contribute to the conversations those groups are having on LinkedIn. Don’t forget to use LinkedIn messaging to reach out personally to others and start a conversation.
Benefit From an Enhanced LinkedIn Profile
The exposure and connections you can get from LinkedIn are well worth the effort. This is especially true for service businesses, like vending operators. Your business growth is based on forming new partnerships and strengthening existing ones. That’s why you’ll want to review our tips for LinkedIn Success. It will ensure you have the best chance of growing sales and gaining leads.
Need guidance with LinkedIn or marketing services? VendCentral can help. We specialize in digital sales and marketing in the vending space. Reach out to learn how we can help drive your business forward.
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