James
Social media begins with positive intentions and slowly becomes a “to do” item on an already long to-do list for many local business owners. Photos to take, captions to write, comments to reply and new features of the platform to grasp. Many companies make an effort to keep up for a couple of weeks and then post inconsistently or opt out of having a strategy altogether.
A more sustainable approach to social media consistency for local business marketing begins with accepting that constant activity is not the same as meaningful activity. It’s not mandatory that a customer see a new post every day. The key is that the business has a steady presence that is consistent with its personality, its knowledge, and its community presence—without overwhelming the business owners.
Stop Treating Every Platform Like a Requirement
If you’re looking to get social media burn, you can’t be everywhere at once.
The only reason a business might feel the pressure to keep accounts on a number of platforms is that their competitors are doing so. However, it will take time and attention, and a slightly different approach to content for each channel. Sparsely drip-feeding can lead to more than one or two successful accounts, and many that will be forgotten.
Instead, businesses should consider where their customers actually spend time. A local restaurant may benefit from visually driven content, while a professional service business might find more value in educational posts or community-focused updates.
The goal is not to dominate every platform. It is to choose the channels that make sense and use them consistently.
Build a Rhythm That Fits the Business
There is no set pattern in terms of posting that is suitable for all companies.
Three posts per week could be a realistic goal for some businesses. Others can have the resources to publish a daily. The trouble starts when a business develops a plan for what it believes it ought to be doing instead of what it is able to stick to.
Be consistent, this works best when it becomes a habit.
Instead of deciding every morning what to post, businesses can plan around events that are already happening. Seasonal changes, upcoming promotions, completed projects, employee milestones, and frequently asked customer questions can all become natural sources of content.
A realistic schedule also creates breathing room. If something unexpected happens during a busy week, the entire strategy does not collapse because the business missed one post.
Look for Content Already Being Created
There is a lot more content than you think in many businesses.
A call-in question by a customer can be a valuable post. Photos and a brief explanation may be provided for a completed project. A blog article can be divided into a number of ideas that you can use for social media. There may be content to the business behind the scenes that customers find interesting and that can be used for a day at the office.
The trick is to be able to identify when to use the right idea, and when it’s not the right post.
Another advantage of repurposing is that you are being more efficient. A single, detailed post can be used in multiple smaller posts, removing the need to always be creating something original.
Batch the Work Instead of Thinking About It Every Day
Frequently hopping between social media and everyday business tasks can make content management appear more challenging than it is.
A number of businesses have routine times where they can produce a number of posts with one fell swoop. Photos can be captured in one session, the caption can be written at once, and content can be planned ahead.
This is a way to make social media something that you plan rather than something that is always going on.
It also brings consistency as content is developed in advance of the unexpected priorities of the business.
Don’t Overproduce the Content
Not all posts require a ton of professional photos, editing or meticulous messaging.
Real or authentic content can attract the attention of customers. A few notes behind the scenes, a short introduction to a member of the team, or an answer to a frequent question can reach out more effectively than an overly formal introduction or a flowery response.
Clarity and relevance is the key for businesses. It doesn’t have to be too produced if a post helps customers understand something, introduces the people behind the company, or provides useful information.
Set Boundaries Around Engagement
Don’t overfill your social media feed.
Owners can set specific periods in which to look at messages and reply to comments. This means that social media doesn’t distract users from the job at hand, while customer inquiries are still addressed.
Clear roles can also be helpful if more than one employee is involved in answering messages and they don’t miss one.
Key Takeaways
It doesn’t need to be a business owner’s full-time job to be consistent on social media for a local business.
A sustainable approach is based on realistic expectations, effective planning and content that is organic to the business.
Local businesses can prevent burnout by selecting the right platforms, establishing a manageable schedule, leveraging rehashed content, scheduling content in batches, and establishing limits on daily interaction.
Having the loudest social media presence is not necessarily the best.
It is the one that a company can sustain long enough to gain familiarity and trust with the audience.
