How often should you be posting to social media and adding fresh blogs?
The answer will greatly influence your exposure, the trust of your brand, and indeed the success of your company. Too often and you risk oversaturating your audience and becoming a nuisance overcrowding their feed; not enough and your audience will think you’ve gone stale and you’ll quickly fade from their consciousness. The perfect balance between these two is subjective, to be sure. What works for a pizza joint won’t work for a physician. However, there is a general consensus when it comes to the frequency of things, so let’s take a look.
Determining the optimal frequency of posts for social media isn’t cut and dried. Even industry giants can’t seem to agree. However, a general rule of thumb is that businesses should be posting to the major social media platforms at least on a daily basis, sometimes more. Here’s a quick outline, according to Inc.:
- Facebook: 1 post/day
- Twitter: 15 Tweets/day
- Pinterest: 11 Pins/day
- LinkedIn: 1 post/day
- Instagram: 1-2 posts/day
If you think those number seem high, you’re right. No one said it was easy to engage in effective social media marketing. It takes legwork to build up an actively engaged audience and become a thought leader in your industry. You may be feeling overwhelmed but there are ways to keep it all straight without going off the deep end.
Check out these tips:
- Zero in on a couple of social media platforms rather than all: With so many social media channels coming and going every year, it can get dizzying to stay on top of them. Choose one or two platforms that are most significant to your business and concentrate on those. This way, you’ll still have the time to run and grow your business rather than being online all the time.
- Focus on quality: Frequency is good, but quality is even better. Posting for the sake of posting won’t get you the results you’re after. Instead, put more thought into each post, even if you post a bit less frequently. Quality, compelling content beats high-volume, mediocre content every time.
- Use pre-scheduling tools to your advantage: From Hootsuite to Buffer, there are many apps out there that allow you to create, compile, format and schedule your posts from one dashboard. You can schedule them to post on the day and time of your choosing so you’re not a slave to your computer. Schedule a couple hours a week to put together your content, then set it and forget it.
Blogs take a lot more thought, intuition and planning than social posts. Because content is king, along with a little SEO sprinkled in along the way, this is not the place to cut corners. Not only is Google breathing down your neck when it comes to keyword usage and original content, what you say with your blogs will make or break your perception in your niche as an industry leader. This is where your subject matter expertise will shine through.
Quality, original content is certainly important here; however, even more important is how frequently you add fresh blogs. Just like getting lax on social media, if you go a month or two without blogging, your audience will look for greener pastures. Forbes puts it best: your blog is the backbone of your online content marketing strategy, a conduit for luring in more traffic, an opportunity to enhance your brand recognition and a focal point for securing conversions.
Here are some of the main factors driving you to produce new content:
- Regular readers: If you consistently provide fresh, interesting content, you will develop a loyal following of regular readers. Publish as often as you can, without sacrificing on quality. Aim to post at least once a week with insightful, well-thought-out blogs and you’ll be well on your way to establishing core readers. Consequently, those readers will form the core of your brand community.
- SEO: If you’re simply looking to capture the most traffic, then the more posts, the better. Studies show businesses that post 16 blogs or more a month enjoy four times as much traffic as those posting blogs under four times a month. Liken your blogs to hooks in the water. The more you have dangling in the stream, the more likelihood you’ll get bites.
- News and updates: Consider how often news unfolds in your particular industry. Tech startups will have more relevant news articles to comment on, pretty much daily, than, say, a coffee shop or a law firm.
- Budget and resources: If you have the budget and resources to attract more traffic, by all means, post more frequently. However, if you’re doing all the research and writing yourself because of staff and budget limitations, this may dictate a less frequent posting schedule.
To this last point, hiring a professional writer who can bang out compelling blogs daily or weekly can certainly help take this burden off your shoulder and ensure the writing itself is spot-on. Check out our writer directory to choose from a pool of talented bloggers who do this for a living, at an affordable cost to you.