I’m not going to sugarcoat it - my blogging isn’t as consistent as I’d like it to be on my website.
Honestly, it’s a good thing because it means that I’m busy doing work for my clients with their blogs, social media, and the like. I once had another freelance marketing colleague say if your own website and blog are up to date, you don’t have enough work. I completely agree with that statement.
Although I’m not sweating the frequency of my blog or social media posts, as a business owner looking to stay in touch with both current and new customers, it is something you need to be aware of because your current and potential customers really do notice.
Falling Through the Cracks
If I asked you to name a business or brand, besides yours of course, what comes to mind first? Whether you’ve realized it or not, the reason they're first is that they make sure to stay top of mind. When you have big gaps in your promotions and marketing, people tend to forget about you. No matter how good that one blog post was or how many likes you got on that social media post, it’s gone and forgotten if you don’t continue to communicate and promote. If you aren’t putting yourself in front of the public in some form at least 12 times, you won’t make an impression. If you were to ask your customers how they heard about you, they’re only going to remember the most recent, and the reason they are inquiring or visiting is usually that they’ve seen your business name enough times that it finally stuck. FOOD FOR THOUGHT: Think of consumers like an old dot matrix printer - your logo and business name only prints one line of ink at a time. Some people just print faster than others.
Just Say No to Spam
There is a big difference between working to stay top of mind and being spammy. You want to make sure that the frequency not only makes sense for your product or service but that you’re giving relevant information and not just sending that email to send an email. And if all you post is “buy my product!” or “use my service!” people will not only tune you out but eventually tell the platform they don’t even want to follow you. No one wants to be hidden for 30 days or worse Unliked. Social media is about communication; don’t make it advertising, give your customers something to interact with every now and again. DID YOU KNOW: Every quarter there’s a #GetToKnowYourCustomersDay? It falls on the third Thursday of every quarter month (January, April, July, and October).
Don’t be a Robot
I’m not going to lie - being able to schedule posts, emails, and blogs is a GREAT time saver. The only problem is then it’s like those infomercials where you set it and forget it. What if someone comments or replies? What if something changes or a last-minute exciting idea comes along? Scheduling emails, blogs, and posts is great for holidays, but it’s important to make sure your content is up-to-date and you’re interacting with the people who are interacting with you! The same goes for those who mention you or tag you in a post, negatively or positively. Many people tend to air their grievances on social media and review sites, and companies who only schedule their content may not catch it and have time to offer a resolution. MY TWO CENTS: Always stay on the lighter, respectful side no matter how negative. Here's an example:
Should I wait months before I write another blog post? No, but will it happen? As long as I’m helping my awesome clients keep their marketing flowing, most likely (but hopefully not as often). If you’re feeling as inconsistent as I do about my blogging and posting, it might be time to rethink your marketing strategy. Whether it’s scheduling out time every week or finding space in the budget to hire help, don’t let your marketing have big gaps or worse, go stagnant.
Thoughts from Me
Tips, advice, and more from my experience as a copywriter, marketer, and small business owner.