Q: What kind of things should companies post on their social media?
A: You want to tell a story. Show the process of how you manufacture a product or design and decorate it. Social media shows consumers why they’re paying what they are for your product. You’ll create that perceived value by opening up and showing what goes in to the finished product. Before you post, always ask if your client would care about it. You have to post content relevant to your consumers.

Q: Promo suppliers often believe social media isn’t important because they’re not interacting with the end-user. What’s your belief?
A: It’s still a relationship-based business. People forget that recurring relationships drive revenue. You’re still trying to tell your story to someone. Having a factory is a great content creation opportunity. Post a tour of the factory or show followers how a certain machine works. Suppliers can also use social media as a tool at expos, trade shows, events, wherever. You can also use social media to showcase your company culture. Sharing behind-the-scenes photos or videos from company gatherings like happy hours and charity runs is a great way to entice potential employees.

Colton Bollinger is the co-founder and CEO of Jumper Media, an Instagram/Facebook-focused marketing agency. Founded in 2016, Jumper Media services more than 3,000 businesses, running their social media accounts and increasing their engagement with recurring clients and potential customers.

Q: Why is it important for companies, especially small businesses, to invest in social media?
A: Social media isn’t going away – it’s only getting more and more important. It’s become the place people go before your website. Driving the majority of your sales through social media is never going to happen, but it’s important to build your community and promote your brand. Most companies we work with consider social media just part of the marketing pie. Consumers prefer it because companies appear more transparent on social media than in marketing material.

Q: How many times should you post in a day?
A: Don’t post more than once a day. It can be counterproductive to post three or four items a day, especially with Instagram and Facebook’s algorithms. It’s more work for you without any real benefit. At the same time, you have to stay consistent. Start with a schedule that’s sustainable for your company.