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26 Pallet C e nt ral • Ma rch -Ap r il 2 0 25 MARKETING CONT. Anne e Ferri is NWPCA's vice president of communica ons. She plays a senior role in leading the organiza on's communica ons with the members of NWPCA and the industry. She may be reached at 703.519.6104 or aferri@palletcentral.com. 1. Authentic Avoid corporate jargon and polished messages. Share real challenges and how your business is adapting. People respond more to authenticity than to AI-generated content. 2. Share In Real Time If possible, try to make your videos and other posts in real time. If your marketing team makes a video about the "Day in the Life of a Manufacturer" or attends an event, don't wait too long to post it (up to two weeks is acceptable). Outdated information and stale stories lose relevance and are quick turn-offs. 3. Avoid Sales-y Rhetoric B2B audiences resist overt sales pitches. Instead, focus on educating, engaging, and establishing trust. 4. Go Behind-The-Scenes Give audiences a glimpse into facility operations, safety training, and manufacturing processes. Transparency builds credibility and is an impactful way to demonstrate your commitment to safety and your workforce. 5. Prioritize Video Content Video is still king, and users want short, digestible clips that keep them intrigued. Try to find the balance between informative and engaging; don't make your videos too long. Aim for each video to be in the 30- to 60-second range, and make those seconds count. 6. Maintain Your "Why" Your business's purpose is its "why." Align your messaging with your company's mission. A common thread between platforms will help solidify your brand messaging and lead to brand loyalty in the long run. 7. Encourage Dialogue Social media can facilitate dialogue between businesses and their customers. Use comments, Q& A sessions, and live discussions to engage directly with your audience, allowing real- time conversations between your team and your target market. 8. Monitor Performance In the same way that you monitor a marketing campaign and track key metrics, the same applies to social media. Identify which content performs best and adjust your strategy accordingly. More Than Likes: Social Media Is A Business Tool Social media isn't just for funny memes and viral trends; it's a powerful business tool. Platforms like LinkedIn offer industry leaders a space to connect, influence, and educate. Social media is a free resource that can help the wood packaging industry achieve its business goals. e key is to keep it simple: be authentic, be consistent, and use these platforms to drive engagement and business growth. "If you think social media is just for celebrity gossip and family vaca ons, you are missing a major opportunity."

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