sign-makers showcasing their craft and attractive products (premium prints, lightboxes, and unique signs). VB Media concludes: “Once you’ve established your presence on social media and begun to build and engage with your communities, social media advertising can be an effective way to boost your reach and drive further engagement.” Getting Linked In One of the platforms which has risen in popularity in recent years, especially for B2B business, is LinkedIn. Described as an employment-oriented social networking service, the platform is used largely for professional networking and career development, and in recent years, a social space for business owners and professionals. For those looking to tap into more B2B sales but also increase brand visibility and gain new business insights, several professionals are available for advice regarding promotion on LinkedIn, and networking in general. In this very issue we have advice from Colin Sinclair McDermott, aka The Online Print Coach (check out page 30), who advises businesses on a daily basis about ways to generate leads and customers, including using social media like LinkedIn as a way to network and grow leads. Matt Hanley, a recruitment specialist for the signage, packaging, and print industries, has used LinkedIn in the past four years to build up his own following, and the recognition of his MTWO (Matching Talent With Opportunity) brand. Today, Hanley has over 21,000 followers on LinkedIn, frequently posting and using the benefits of photos, polls, and video to engage with peers and businesses. Speaking about his career and use of social media, Hanley says: “I’ve worked in and around this sector for over 15 years and know just how relationship-driven it is. Social media plays a big part in how I do things now. It wasn’t always this way: it took a while to get going. At first, I wasn’t sure what to post or if anyone would care. Over time, by being consistent and sticking to being myself, it started to click.” Hanley adds: “These days, I’m fortunate that most people come to me. Whether it’s to help them hire, speak at an event, or find something new, that shift to mainly inbound work has been a game changer. People often know what I’m about before we’ve spoken. That level of familiarity means the trust is already there from the first conversation.” For Hanley, the ability to be a go-to resource is crucial in the world of recruitment, but his success and methods can still be highly influential for those wanting to expand their business, especially as more and more businesses consolidate and join, in order to strengthen their business offerings. Speaking about the importance of LinkedIn, Hanley says: “LinkedIn is where the industry is and where the best conversations happen. I regularly post a mix of personal and work-related content, and over time it’s built up a solid network. The number of followers isn’t the thing to focus on. It’s whether people actually trust what you say. “Most of the work I do now starts because someone has seen a post, tagged a colleague, or messaged me directly. It didn’t happen overnight. The consistency made the difference.” Being an instantly recognisable figure within the industry may not be required like with Hanley, but the notion of being seen and recognised by your work and brand is crucially important for opening up new opportunities and understanding the appeal and outlook of your brand. “People check you out online before they ever pick up the phone, whether they’re thinking of applying, buying, or partnering with you. If your social presence is missing or too generic, you’ll lose that chance and won’t even know it,” says Hanley who advises: “The right balance is a mix of insight and personality. “Show people what you’re about. Share what matters to you. I’ve found that being real works far better than being slick. Once the trust builds, the work often finds you. That is when it starts to pay off properly, especially in industries like print and signage where reputation and relationships carry real weight.” When it comes to common mistakes, Hanley says that he sees many businesses appear bland and “too professional” which puts up a wall with potential customers. Personality and beliefs are highly important for brands in 2025 and 2026, as buying habits can hinder a lot on elements like sustainability, community, and ethics. When trying to avoid problems like speaking to an echo chamber, Hanley advocates for speaking to your industry. “Start with your own network. It’s where you’ve already got the most credibility. Helpful content will always travel if it’s useful or relevant. I’ve had people I’ve never met message me after months of following, asking about the family or referencing something I’d shared a while back. That is when you realise you’re building familiarity at scale. “By the time someone picks up the phone, it often feels like they already know me. Whether it’s someone looking for a new role or a business that needs help hiring, that trust makes a real difference. It speeds everything up and makes the process feel easier for everyone.” So, whether you’ve used social media for years, or it’s still an untapped part of the internet you’ve been putting off, online platforms are clearly a useful tool for communicating and selling in today’s market. Social media can be as simple as sharing your thoughts or posting memes, or it can help you strengthen your brand and sell products, with the likes of Instagram, TikTok, and LinkedIn all available to boost your business’ visibility in the signage industry and beyond. ▲Matt Hanley, owner of MTWO, has over 20,000 connections on LinkedIn and generates the majority of his business from the platform A report from Datareportal says that the average time spent using social media is currently two hours and 20 minutes a day, with more than half the world now using social media (62.6%) Factoid 39 www.signlink.co.uk Issue 261 - October / November 2025 UTILISING SOCIAL MEDIA | DAVID OSGAR The number of followers isn’t the thing to focus on. It’s whether people actually trust what you say
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