Sharp Pencil Marketing
One of the most frequent questions I get from clients is how frequently they should be posting on social media, writing blogs and sending out newsletters. “I want to increase my awareness,” they say, “But I don’t want to overdo it. I don’t want to bother people.”
Here is a quick tip: You are not bothering people when you write blogs or post on social media! They want to hear from you. In fact, it’s been proven that the more frequently you post, the more followers you will have – not the other way around.
The real question should be, how much manpower can you put behind your social media and blogs? If you have enough time and manpower to write one blog a month and post on social media every few days, start with that. If you can manage to get out two blogs a week and several social media posts a day, by all means, go for it.
Will some people unfriend you or unsubscribe from your newsletter when you increase your frequency? Sure, that will probably happen. But more people will also become fans, because the more content you put out, the more chances you have to reach people.
Here are some reasons why increased frequency is important on various platforms:
Facebook does not show every post to every person who likes your page. In fact, some posts may only be seen by a handful of people, while others may be seen by hundreds. Why? Because Facebook has a little thing called an algorithm that determines what to post on people’s news feeds. Their goal is to show people only what they think would be the most interesting to them. If you can, I suggest posting up to three times a day and varying the types of things you post.
If you only post once a day on Twitter, you’re most likely getting lost in the shuffle. That’s why many experts suggest you Tweet several times a day. Social media expert Chris Brogan often posts six to eight times a day, and he’s only getting bigger because of it.
According to the book Platform by Michael Hyatt, there is a direct correlation to how frequently you blog and your blog traffic. I have seen this play out with my clients, as well. When I encouraged my husband, Jimmy Carrane, to increase his blog from every other week to once a week, his website traffic and newsletter subscribers increased dramatically. However, according to many studies, your website traffic will get the biggest increase if you can post five or more times a week (a very tall order).
When Increased Frequency Can Backfire: Email Newsletters
When it comes to email newsletters, more frequency does not necessarily mean better results. Actually, studies have shown that if you send more than three emails per week, you can actually turn off readers and reduce your engagement. But if you send, say, less than one email per month, you can also lose engagement because readers forget about you. So it’s best to keep your emails somewhere in that sweet spot between once a month and once or twice a week.