You do the work for your clients.
But then the sun’s gone down, and you’re knackered.
No time left for your own social media.
We’ve all been there.
The catch? No marketing, significantly less likely to get new clients.
It’s a tale as old as time.
The classic paradox, you’re so busy you neglect your own marketing.
*insert tumbleweeds*
Don’t actively sabotage your future pipeline.
Stop The All Or Nothing Posting
Your clients don’t just magically appear with open wallets.
I mean, I really wish they did. Business would be so much easier.
Instead, they do their research long before first contact.
Over 75% of B2B buyers and 84% of C-level executives use social media to make purchasing decisions. Furthermore, LinkedIn accounts for roughly 80% of B2B lead generation from social channels.
And if your page hasn’t been updated since late 2024, your operation looks defunct, destitute, and dustier than Dracula’s mansion.
Having a boom of 8 posts in a week followed by 16 months of silence isn’t going to get you anywhere.
The Sustainable Approach
“Just be consistent”, says every guru. But what does that even mean?!
Consistent, sustainable social media marketing (SMM) is a lot like how working out three times a week builds muscle; these are your business workouts.
Over time, it builds muscle. And like workouts, a bit of content planning goes a long way.
If you can’t do it yourself, then you definitely need to think about hiring someone or outsourcing your social media marketing.
Don’t improvise on the day
Stop trying to post live, in the moment, waking up first thing and thinking, ” Oh God, what do I post?” and empty brain.
Organise a few posts in advance, doesn’t have to be every day (say 3-4 per week spaced out evenly), but a few. You can still add in the impromptu post about your latest LEGO purchase, but keep the planned stuff topped up.
Repurpose Content
If you already have content that’s great, works and gets good results, then use it!
No need to reinvent the wheel.
Change the format, make it bite-sized, summarise in a video, whatever worked before can work again. Just repackage and regift it. We do this regularly with clients to great success, taking something popular and giving it a new spin.
Use your people
If you have employees, USE THEM! Personal posts and pages, on average, have 10x the reach of a company page. Give them permission to post and engage, and you can quite literally 10x your results (I feel sick saying that cliché).
Drip, drip, drip, that content will build, and over time, you get that wealth of knowledge, trust, and consistency that makes your potential clients say, “yeah, I know I can trust you”.
Sustainable Social Is The Way
Client work pays the bills, but if you don’t work to get the clients…. Well, everything will be short-lived. Feel the rhythm, feel the rhyme, come on down, it’s marketing time! Set up your rhythm and see success.