I would say out of all the questions I get asked in business, this is definitely in the top three. One of the biggest struggles that business owners go through is figuring out social media.
What platforms should I be on?
How do I get more reach/engagement?
How do I build a community?
How do I translate social media into sales?
These are all valid questions, but today I want to focus on the question of posting frequency because I believe that this is where a lot of business owners fall short when it comes to their social media marketing . . . they’re simply not posting enough. So today, I want to share with you a straightforward principle that will help you realize the power of posting frequency, as well as some ways that you can post more social media content effectively.
Here’s a stat I’ll share with you that will put everything into perspective: 90% of business owners aren’t posting enough content on social media. That means 9/10 business owners should be posting more frequently . . . and they’re not. Now I know what you’re going to immediately say: “But I don’t want to annoy my audience by posting too much?”
However, think about these two things: first, algorithms like Instagram are only showing 6% of your audience your content, which means for every post you create, only 6/100 people will see it on average at any given time. Second, if your posts are valuable, people will welcome you posting more.
Even platforms like TikTok suggest you post anywhere from 3-6 posts a day . . . why? Because social media platforms want to keep people on the platform as much as they can, and by you creating more content, you’re keeping more people on and engaged.
Posting too much only becomes a problem if you’re posting just to post, meaning there’s no value in your posts . . . but you should always have value to give, advice to offer, tips to share, etc. If it helps, take some time to write down everything you know about your industry, which I’m sure is a lot. That will give you a starting point as far as knowing what types of information you can share with your audience.
Maybe you’re saying, “Okay Christina, I’ve got tons of information to share, but I simply don’t have the time to post every day! I’ve got a business to run and so many other things I have to do everyday!” That is a totally valid point, so I want to give you three ways you can start to create more content without having it suck away all your time.
The first way is to simply start small, get better and more efficient at making content as you go along, and over time, you’ll start to post more. This will be the way that takes the longest, but if you really are that strapped for time, then simply focus on getting better each week, and maybe adding one posting day to your schedule every 1-3 months. This will build up your capacity slowly without you feeling anxious or overwhelmed.
The second way would be to set aside a day every week and batch record all of your content. Now, this could take anywhere from 4-6 hours depending on how much content you’re creating and how many platforms you’re on, but once you’re done, you’re done. Then the other 5-6 days of the week you can focus on the other important tasks in your business.
This way is great because it takes advantage of Parkinson’s Law which states: “However long we give a task is how long it’ll take.” Knowing this, challenge yourself each week to become more efficient and quicker at creating your content. I recommend trying to do it on the same day at the same time every week, that way you get into a flow state, create better content, and do it more efficiently.
The last way is by far the best way and the one that will get you the best results . . . and that is to simply hire out to do your social media. Look, I’ll be the first to admit that social media marketing isn’t my superpower, coaching people is. That’s why instead of spending 15-20 hours a week creating social media content, I hired out to have it done so that I could get back to doing what I do best in those 15-20 hours, which is coaching people.
Did it cost money? Of course. Have I made a positive ROI because I know am able to coach more people and focus on my superpower? 100%. Investing in your business is the best thing you can do because at some point you realize: you can’t do it all . . . and you shouldn’t. You should be focusing on the 1-2 things you’re great at, and eventually, hire other people who are great at what they do.
Whatever way you decide to go, understand that social media marketing is becoming a powerful business tool, and one that can do so many different things for your business like increase brand awareness, build community and increase your sales. However, if you don’t invest the time and money to take it seriously, you can’t expect to see results from the effort you’re not willing to put in.