Have you ever found yourself rushing your admin assistant (or literally whoever you can find) to get a post out, just to keep up with the ‘post consistency’ advice?
I get it, you’ve been told, “consistency is key”, so you thought posting daily on your social media platforms was the way to go so you’re going to make it happen by hook or by crook. Well, I hate to break it to you, but that’s not quite the way to go about it. Frequent posts doesn’t mean every.single.day.
Why posting every day won’t get you clients
Think about it for a second: why are you delegating one of the most visible parts of your business to anyone who has a spare 5 minutes? If they don’t have marketing experience, how effective do you really think your content is going to be? Not to mention whether or not it;s going to show your brand in the best light. Will it definitely align with the (hopefully) consistent brand identity that you have in place?
You might be getting 15 likes a post and patting yourself on the back, but let’s be honest, who’s actually liking them? Your employees? Your best mate? Your Mum?
There’s nothing wrong with having a supportive circle, but if your goal is to attract clients, it’s time to make a change.
Quality vs. Quantity: what really matters in content marketing?
Here’s the truth: with most things in life, quality > quantity.
Would you rather end your night with four silky-smooth Lindors or a whole box of off-brand chocolate that tastes like cardboard? (Exactly.)
The same goes for your content. You can post 2-3 times a week on your social media platforms with actual quality content and make more of an impact than a full month of bland, forgettable posts.
Sure, your monthly impressions might look higher when you post daily but that’s just because you’re putting out more. It doesn’t mean people actually care. It’s what we in the industry refer to as a ‘vanity metric’.
Your social media presence will be so much more elevated with quality content that actually keeps your audience engaged and interested in what you have to say.
3 steps to fix your content strategy
1. Know your target audience!
Who are they? What do they actually struggle with? Go and stalk them on LinkedIn, that’s what it’s there for. Find out what they’re talking about.
This step will be easier if you have a set of personas created already, but fear not, if you haven’t, just follow the steps below to create your own, or download our free persona creation worksheet to guide you through it.
- Demographics: What are their ages, occupations, and interests etc.
- Frustrations: What keeps them awake at night? What problems are they desperately trying to solve?
- Goals: What are they hoping to achieve, both professionally and personally?
- Barriers: What’s stopping them from reaching these goals?
- Pain points: What issues are they facing in their daily lives or businesses?
- Wants and wishes: If they could wave a magic wand, what would happen? What do they wish their lives or businesses could look like?
- Consequences: What negative impacts are they experiencing because of their struggles? How does it make them feel?
2. Create engaging content that speaks to them
What are you audience’s interests? If you were them, would you give your post the time of day? Are you actually solving a problem they have in real life?
Base your content around this and you’ll start to see an uptick in engagement, that is of course if you are doing everything else correctly too e.g., community engagement.
For example, if your target audience is small business owners struggling with marketing, don’t create generic, vague social media posts like, “Marketing is important for business growth.” Instead, engaging content could be offering valuable insights that can help them achieve their goals, such as a guide on how to create a content calendar or how to use analytics to track ROI.
This way you’ll be able to help your audience stay informed on the latest, making you a valuable resource for them to follow and help you build trust with them.
Also, don’t be scared to test out different formats of posts too! Use a mix of content types such as, video, poll, carousels, and images to help keep your content fresh and fun!
Of course, set out some content pillars and plan your social media posts across all your platforms a month in advance, leaving a few spaces for reactive content. Find the sweet spot between proactive and reactive content!
Content pillars could be, industry trends, behind the scenes, thought leadership, and so on. A mix of posts is important to keep everything fresh and pillars like ‘behind the scenes’ are a great way to make real connections with your audience and connect with them on a deeper level.
Don’t forget to have a set posting schedule in place too based on when your audience is most active on each platform.
3. Sell without sounding like you’re selling
Because nobody wants to see another post saying: “We help businesses break through the noise with tailored strategies, innovative solutions, and expert guidance to drive growth, efficiency, and lasting success.” It’s boring and generic and a 99% chance of a quick scroll past.
Informative posts without outwardly selling can get you more interest. Overly salesly posts are kind of like getting a door-to-door salesman show up on your doorstep but on your social media feed…no one likes it!
Tell a story, make it engaging, and make it something people actually want to read. People love stories. We love connecting with people on a more personal level, seeing raw, real life stories instead of the overly polished stuff we see on the internet! Don’t be afraid to show the authentic side of your business and show the journey you’ve been on, after all, nothing starts off perfect.
Final thoughts: stop wasting time on posts that don’t convert
If this sounds like you, it’s time to rethink your content strategy, before you waste another month on posts that don’t convert.
Need help creating content that actually attracts clients? Let’s chat.
