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Meeting Merchants Where They Are—On Social Media

For years, merchant-level salespeople (MLSs) have encouraged merchants to meet customers where they are. Now, it’s time for MLSs to return the favor and engage with merchants across every channel—including social media.

Having a presence on platforms like LinkedIn, Facebook, Instagram, and X improves credibility and discoverability.

But there’s a fine line between being engaging and being overly promotional or unprofessional.Gone are the days of flipping through a phonebook to find a business. The internet—and now social media—has taken its place as the go-to resource for finding products, services, and reviews. It’s more important than ever to be visible online.

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Establishing a Strong Online Presence

Be Everywhere

You don’t have to be a social media expert to leverage its power. Use free tools to schedule two to three posts per week and share the same content across all platforms for consistency.

A website is as essential today as a Yellow Pages listing was in the past. Claim your Google My Business page for better visibility. If you operate from home, consider investing in a virtual office address ($40–$100/month) for a more professional appearance. Co-working spaces with meeting rooms can also help you present a polished image.

Project Professionalism

Your LinkedIn profile is your resume—keep it up to date with a sharp headshot, an engaging headline, and a company page. Ensure your contact information is current and create an easy-to-use scheduling link for appointments.

Avoid using mass invite tools—they can come off as spammy. Instead, connect authentically with industry colleagues. A simple message like:

“Hi, my name is Allen, and we’re both business owners in XYZ city. Would you mind if I stopped by and introduced myself?”

This sets the tone for a respectful introduction, whether in person or through a short virtual meeting on Zoom, Teams, or Google Meet.

Consider recording a short 1–2 minute video on your phone to showcase your approachability and expertise. When people connect with you, invite them to your company page to further engage and share insights.

Best Practices for Social Media Growth

Be Appropriate

Dedicate 30–60 minutes, three days a week, to social media engagement. Maintain professionalism, avoid controversial topics like politics, and be mindful of platform-specific guidelines.

If you struggle with writing, share relevant articles with brief commentary instead of simply reposting content. Follow influencers with large audiences to gain visibility.

Avoid rookie mistakes like over-promoting yourself. If someone in the payments industry makes a post, don’t jump in with your contact info and a sales pitch—it comes off as insincere.

Consider Upgrading

Once you’re comfortable on LinkedIn and X, explore paid subscriptions for increased visibility. Even a basic paid plan lets you see who viewed your profile. Upgraded accounts unlock tools like LinkedIn Live events and content creator status.

Pay attention to posts that generate high engagement. Popular topics—like minimum wage, the Durbin Amendment, or tipping—tend to spark discussion. For example, my recent post about tipping received 100 comments, 1,000 likes, and over 23,000 views.

Build Community

Social media is about more than just posting—it’s about interaction. Join LinkedIn and Facebook groups relevant to your industry to connect with like-minded professionals.

The business world is finally catching up to the consumerization of B2B payments. Digital technologies are transforming commerce, advertising, and real-time transactions. As businesses adopt mobile apps and social media strategies, MLSs should ensure they’re visible everywhere merchants look—because no one is picking up a phonebook anymore.

Want to learn more? Keep reading The Green Sheet and follow me on LinkedIn at www.linkedin.com/in/allenkopelman, where we can share ideas and help each other grow.

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