I’m not going to sugar coat it - my blogging isn’t as consistent as I’d like it to be on my own site.
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 their first is because 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 from 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 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? What if something changes or a last-minute exciting idea comes along? Scheduling posts is great for holidays or even community events, but it’s important to not only make sure your content is up-to-date but that you’re interacting with the people who are interacting with you! The same goes especially for those who tag you in a post or simply mention, negatively or positively. Unfortunately, many people tend to air their grievances on social media and company’s don’t have a chance to help with a resolution. Now, you could be like the venue my friend booked for her wedding and have a line in the contract stating that you can’t post anything on social media without first speaking to management to try to resolve the issue. You’ll still have random people in the public who’ve never signed your contract or may have felt their post was harmless. Social media is all about interactions and conversations. Don’t treat it as a billboard or print ad. MY TWO CENTS: Always stay to the lighter, respectful side no matter how negative.
Should I wait months before I write another blog post? Probably not. Will it happen? As long as I’m helping my awesome clients (like you, hopefully!) keep their social media and other marketing flowing, most likely. If you’re feeling 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. I'd be happy to see how I can help!
As much as I’d like to promise a blog soon, my schedule says otherwise and my clients (and bank account) are glad.