Quantity vs. Quality – A Guide to Post Frequency for Businesses on Social Media

Quantity vs. Quality – A Guide to Post Frequency for Businesses on Social Media

Quantity vs. Quality – A Guide to Post Frequency for Businesses on Social Media
High post frequency is often espoused to be the undisputed formula for success online. I’m going to dissect this claim, and then provide a more realistic way to think about business growth on social media.

How often does my business need to be posting on (insert platform)?

When I meet with a business owner or marketing department for the first time, this question comes up without fail. Many of them have heard that they need to be posting every day and that this is the undisputed formula for success online.

Now I’m going to dissect this claim, and then provide a more realistic way to think about business growth on social media. 

 The argument for daily posting.

A few legitimate benefits of high post frequency:

  • More organic (free) impressions overall
  • More opportunities for your audience to engage with you
  • More activity on your profile when someone comes to check you out for the first time
  • More opportunities to provide interesting content

These are real benefits. If you’re receiving 5% organic reach on each post, it makes logical sense that if you want to reach as much of your audience as often as you can (which you do), you should be posting as frequently as possible.

Organic Facebook Reach Over TimeIt’s also true that each post offers an opportunity for your audience to comment and engage with you. I know firsthand that many business owners (particularly those who started as salespeople and realtors) think that engagement is a frivolous metric – but I assure you that when it comes to comments and messages, this is not the case. These comments present you with opportunities to build a relationship – any salesperson can see the value in that.

But do these points lead us to the conclusion that you should always be posting as much as possible on your platforms?

“Post frequency is essential,” my competition argues, “and any social manager who tells you otherwise is just being lazy.”

“No,” I reply, “what’s lazy is convincing your clients that as long as they’re making constant noise on social media, they’ve adequately used a platform to its fullest extent.

Here’s my counterpoint.

Yes – in an ideal scenario, you post every day on each of your important channels to get the most reach and engagement that you possibly can. From a numbers perspective, this point is inarguable.

However, this is only true if you have something worth saying every day on every channel.

And, for a lot of businesses, that is simply not the case. Yes, you do want your logo to be in front of your audience as much as possible, but you don’t want to appear as if you are clueless and not being mindful about the content that you’re posting.

Here’s an illustration of my counterpoint.

Realtors – I love you guys, but I have to pick on you for a second here because you’re notorious for doing this.

Real Estate Social Media Post

Don’t post a link to an article that someone else wrote about upcoming construction in your city.

Instead, drive to those construction sites and record yourself talking about who these neighborhoods might appeal to, and what kinds of buyers you envision moving there.

Or you could write a long-form post about each of the communities. What makes them great? What do your existing clients say about them? What are the drawbacks to living there? Are there/will there be any noteworthy amenities?

Do you see how either of these latter options will establish you as an expert and an authority, while the first makes you seem like you hired a mindless spam-bot to run your account? Perhaps more importantly, which account would you rather follow?

What this means for you.

Now I hear you thinking, “I get it, Max, I see how that’s more valuable, but that’s a lot of work and I don’t have time to do it every day.”

That’s exactly what I’m saying.

If you’re doing social media right, you’re probably going to have to slow down for a second. But that isn’t the end of the world.

Open your Instagram or Facebook feed right now.

Look at the first post on the feed – when was it posted? When was the second one posted? The third? If you go long enough, you’ll notice that they’re out of order. You may have even noticed that some of them don’t even have a date on them.

Instagram Content Agorithm

This is because Facebook (along with the other major social platforms) has a content algorithm that automatically arranges posts in an order that it thinks will “create the best viewing experience for its users,” which is code for “keep them on the platform long enough for advertisers to sell things to them.”

And the posts without dates on them? Those are advertisements and promoted content, they can run for as long as you want, as long as you continue to supply a budget.

If you don’t have time to say something thoughtful, spend less time saying stuff and spend more time thinking about what to say.

A Practical Application.

You have no incentive to post thoughtless content on any platform. If you don’t have time to make a great post, make 25% of a great post. Then, over the next three days, make the remaining 75%.

1. Post that content.
2. Give it a budget and a schedule.
3. Target it towards the people who you want to connect with.
4. Write 25% of the next solid post.
5. Repeat the process.

Eventually, you’ll build a backlog of posts – some of which will be relevant a few months down the line. When that time comes, you can start reusing posts and promoting them to people who haven’t read them yet (or recently).

THAT is how you build a following – not by posting useless articles from random websites and pictures of your product with a shameless call to action.

This is a long-term game, you’re not going to get results from this on your first post, but you’re NEVER going to get results by posting thoughtless content – now matter how long you keep at it.

A general rule of thumb.

Ask yourself this question: Would you follow a page that posts the way you do?

If the answer is a resounding “Yes.” keep doing what you’re doing and expanding to new platforms. Let your audience’s response guide what you post about.

If the answer is no, then you either need to change gear or stop wasting your time on a platform that you’re never going to earn any business from.

If the answer is “Sure! My page is a great way to stay updated on what’s going on with my business,” that means that you’re thinking about this from the perspective of your loyal customers (who you don’t necessarily need to advertise to anymore), and not your first-time consumer.

Put yourself in the shoes of a customer who has never heard of you or your product, and ask again.

 

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Max Sher Marketing is a web design & development agency in Tucson, Arizona. Max founded this agency four years ago from his college dorm room, and the team has since grown to specialize in building high-converting websites for businesses and individuals.

Retargeting: Ads that Follow You

Retargeting: Ads that Follow You

Retargeting: Ads that Follow You
After visiting a website, you’re bombarded with ads for that website for weeks. Sound familiar? Here’s what you need to know about this tactic.

Quick disclaimer, in this article I’m grouping retargeting and remarketing together. I’m discussing the strategy as a whole, not a specific brand’s implementation.

It’s an all-too-familiar experience.

You’re in the market for a new home, a winter jacket, or a health care policy, so you casually search for the product online and browse around for whatever you’re looking for.

Maybe you’re unsatisfied with the selection that you found, or perhaps you just haven’t decided to purchase yet – but either way, you leave the site without proceeding to checkout.

For the next few days (up to 180 on Facebook and Instagram) you are bombarded with advertisements for the company whose website you were casually browsing.

Sound familiar? Here’s what you need to know about this tactic.

The clear benefits.

This is too effective for any business not to use.

Particularly if you sell high-ticket items, and don’t have any cheaper products or services to use as lower steps on the value ladder (such as a luxury real estate agent), one exposure to your brand is most likely not going to sell the product OR get them to follow your page.

Here are a few examples of successful implementations:

For a luxury real estate client of mine (Houses for $1M+), I’ve found that the cost-per-lead using Facebook lead forms can be cut in half by targeting past website visitors instead of directly targeting the key demographic.

Another real estate client, but this one specializing in student rentals, finds that visitors from organic and paid search demonstrate far more intent to actually rent from them than social media traffic (a common phenomenon). In order to maximize their return on search visitors, we retarget them on social media with lead generation ads, without running any social media traffic ads. This practice helps converts more of our most valuable site traffic.

When running event promotion campaigns, I run an “abandoned registration form” campaign, to specifically target people who visited the registration page but never actually submitted a response.

Another important point: retargeting works with more than just site traffic.

One of my clients, a highly specialized medical doctor, gives lengthy and detailed video lectures on Facebook each week. He receives tens of thousands of views on each video, so we periodically retarget the most engaged video viewers with a call to action.

On some channels, you can also create audiences out of customer lists and CRM databases, which is also an effective strategy if your database is sufficiently large.

Where can you retarget?

There are a few major platforms that allow for retargeting (some use the name remarketing, which is essentially the same thing.) I’ll list the four most important groupings here, with screenshots of what ads on these sites look like in general:

Google Ads/ Youtube Remarketing

Google allows you to remarket to past website visitors/video viewers with display ads and Youtube video ads.

Google Banner Ads

Youtube Advertisement

Facebook/ Instagram Retargeting

Facebook and Instagram allow you to retarget based on a wide variety of engagement criteria, such as website visitors, video views, Facebook Canvas interactions, Instagram Business Profile interactions, and more.

Instagram Retargeting

LinkedIn Retargeting

LinkedIn allows for retargeting of past website visitors based on which pages they visited. You can exclude some URLs, and require others for more advanced targeting options.

 LinkedIn Retargeting Example

Twitter Remarketing

I’ll admit that this is the tool that I use the least of these four – Twitter is probably my least favorite social platform. Twitter has basic retargeting features, largely similar to that of LinkedIn.

Twitter Remarketing Example

How should you start retargeting?

If you only have the budget to pick one retargeting platform, you need to make your selection based on the objective of your advertisement. Here’s how you decide:

  • If you’re trying to encourage people to visit a retail location, use Instagram.
  • If you’re looking for b2c leads, use Facebook or Instagram.
  • If you’re looking for b2b leads, use LinkedIn.
  • If you’re trying to build your following, use Facebook or Twitter.
  • If you’re trying to grow a newsletter list, use Facebook.
  • If you’re trying to increase brand awareness, use Instagram, Facebook, and Google.
  • If you’re trying to encourage online b2c sales, use Facebook or Instagram.
  • If you just want more repeat site traffic, any of these tools will work.

Without a doubt, these are sweeping generalizations – most cases are much more nuanced than this. This guide is a great starting point, and if you’re unsure of what to do, schedule a call with me to discuss the best solution for you.

Setting Up Retargeting

I’m not going to give a detailed explanation of the steps involved in setting this up on each platform – you can find these guides all over the internet specific to what you’re trying to accomplish.

However, it’s good to know at a high-level how these things work. To retarget website visitors, you need to generate a tracking code for the platform you’re using (one or more of the major ad platforms listed above). Once you have that code, you’ll want to insert after the opening <head> tag on each page of your website. There are plugins that make this pretty easy – it’s a similar process to setting up Google Analytics.

Some of these tracking codes allow for more than just retargeting. Conversion tracking is another common feature of this setup, allowing advertisers to track exactly which advertisement lead to which conversions on their site. 

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Sher Agency is a web design & development agency in Tucson, Arizona. Max Sher founded this agency four years ago from his college dorm room, and the team has since grown to specialize in building high-converting websites for businesses and individuals.