Let’s start with the most important thing: your customer is at the centre of all your social media efforts. Everything you post should resonate with them, whether it’s a witty Instagram caption or a thought-provoking LinkedIn article.
Here’s the problem: so many businesses fill their social feeds with fluff. It’s noise, not value. But when you understand what drives your audience—their emotions, behaviours, and pain points—you can create content that clicks. Literally.
Organic vs. Paid: Where Does Your Audience Fit?
When it comes to social media, you’ve got two major tools: organic posts and paid ads. Let’s break them down:
Organic Social Media: Consistency Builds Trust
Organic posts are all about showing up consistently and keeping your audience engaged. Maybe it’s three posts a fortnight or one a week—whatever works for you, just make sure it’s consistent.
Why? Because organic content builds trust. When someone hears about your business—maybe from a friend—they’re going to check out your website and your socials. What they see helps them decide: “Do I like these people? Can I trust them?”
Your social media is like a handshake before they meet you in person. A scattered or inactive feed might cost you that trust.
Paid Social Media: Reach New Audiences
Now, paid ads are different. They’re for reaching people who don’t know you yet. Paid campaigns are brilliant for building awareness and creating engagement, but they’re not always about direct leads.
Think of it this way: paid ads help you warm up the crowd. Once people know who you are, other parts of your marketing strategy can kick in to seal the deal.
The CT and Heart Tests: Are You Posting the Right Stuff?
Here’s a quick test for your content:
- CT (Clear and True): Is your message easy to understand? Is it accurate? Avoid exaggerating—it’ll backfire and hurt your reputation.
- Heart: Does it speak to your audience’s emotions? Are you tapping into what matters to them? If not, it’s probably just fluff.
People don’t want to see irrelevant posts about the “day of the week.” They’re scrolling quickly—on their couch or the bus—and you’ve got seconds to grab their attention. Be clear. Be real. Be compelling.
Metrics That Matter
How do you know if your social media is working? Simple: look at the numbers, but focus on the ones that actually tell you something meaningful.
- Cold Metrics: These are things like reach and video views. They tell you how many people saw your post.
- Warm Metrics: These include clicks, comments, and video completions. They show engagement—how much your audience cares about what you’re saying.
If people are clicking through to your site or watching your videos all the way to the end, you’re on the right track.
Don’t Forget About Email Marketing
Social media is great, but let’s not forget your email database. It’s a goldmine. You need a consistent rhythm here too—whether that’s weekly, monthly, or quarterly. The key is regular, valuable communication that keeps you top of mind for your audience.
It’s a Snowball Effect
When you post clear, compelling, and consistent content, your social media builds momentum. It creates awareness, deepens trust, and sets the stage for business growth. Social media, done right, is like a snowball rolling downhill—start small, but watch it grow.
So, what’s your next move? Look at your content. Is it clear? Does it connect? If not, now’s the time to change that.
