Updated 23 November 2017
Spend less time publishing content!
Consulting clients and those who have had an opportunity to hear me speak know I am far less concerned about consistency in posting new content to pages and profiles than I am with being consistently engaged.
Publishing new content is vital. Done right it will help develop and nurture relationships, it establishes authority, and drives action. The flaw in our thinking is that our published content is the most important aspect of social media marketing.
News flash. It's SOCIAL media, not broadcast media. Approaching social sites like you would traditional channels will not work. The algorithms reward social behavior. 'Reach' is down. Published content does not create visibility (and the type which does, usually does little to establish authority or drive action - with some exceptions like this article on body image).
Unless you want to 'pay to play' (a bad idea as a core strategy as the split second you choose to stop paying the game is over), you need to create visibility in a different way. I suggest you spend more time being social.
Think about your behavior in the real world. What do you do, as a business owner, to get your brand known? Aside from advertising, you network. Ask yourself, how many networking groups do you attend? And if you stopped going?
The same applies to social media. You cannot simply publish content and pay for ads if you want a successful social media marketing campaign which measurable converts.
Social media sites should be seen as networking and relationship building opportunities, not a place to 'pitch your wares'.Click To Tweet
They’re about creating engagement and social interaction. Ideally, you want it to occur on your content yet, that’s not the reality for a small business. Stop fighting to make that happen. What if you simply started to engage with the content of others? Things happen when you do.
You become visible. Sitting back and publishing content to your pages will not get you seen (again, the damn, ever-changing algorithms). Engaging where others are, does. This is why we attend networking groups and events - to get in front of our audience, not passively wait for them to see our 'ads' and come to us. Sitting on your ass will get you nowhere.
You create opportunities. If you want something, you need to make it happen. Being active and engaged is the best way to find and create opportunities.
You drive attention back to your content. Simple psychology. (channeling Wade Harman here). If you add a great, value-added comment, you will get noticed. Do it well, and often enough, you'll peek someone's interest. They will look your profile or page.
If you have been focused on creating valuable, well-written content, the kind which provides answers and demonstrates authority, not simply the fluffy shit designed to attract attention in news feeds, when someone gets to your page or profile, they will keep reading.Click To Tweet
The simple act of engaging with the content of others through value-added, quality comments will get you and your core content seen. At the minimum, it provides for the opportunity.
Side note (I'm fond of sides) for the content purists:
Have you ever considered that your comments are a form of content? That they have the same ability to develop and nurture relationships, to establish authority, and to drive action?Click To Tweet
HOW WELL DOES IT WORK?
While it’s the type of post most LinkedIn purists hate, I thought it was funny and added a smart ass comment. April responded and we had a conversation.
The resulting interaction, peaked my curiosity (normally is works the other way). I took the opportunity to learn more about April.
April is in Tucson, AZ. An opportunity trigger for me. Something I could use to further build a relationship with April, having spent 23 years in Tucson. I sent her a private message.
A simple smart ass comment grew a relationship, provided a resource for someone else, and could generate business.
The best part….. It took less than 5 minutes on my feed! (there's a method to who I follow and why.) That is a far cry from the time involved to create and publish new content.
This is Not an isolated experience
Deborah’s simple 'like' and comment opened up a relationship opportunity and the potential for business at a local networking event because she was active, visible and engaged. The opportunity was not created by content published on her profile.
Publish Less, interact more
If you are listening to all of the so-called experts preaching content first, stop and ask yourself how much time and effort are you putting in and what are you getting in return?
Original publish date 20 September 2016