Leveraging Your Existing Resources to Attract More Customers - Amanda Richardson Photography
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Leveraging Your Existing Resources to Attract More Customers

October 15, 2020

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The last time I talked about social media planning, I walked you through how to start with a simple blog post and create a social media calendar from there. This method will put hours of social writing and scheduling back into your workweek and keep you focused on what your business needs to get to the next level, instead of maintaining the day-to-day. Now, I’m back to help you take that next step and leverage all your online resources to help you bring in more customers with content and channels you already have to tap in to.

Use all your channels to consistently remind your audience who you are, what you do, and the extra value you bring to the table by defining your core messages.

Social media is a huge arena with lots of noise, and the news cycles on most platforms run very quickly. You have to put out a LOT of content in order to stay relevant and stay in front of your potential customers! But, that doesn’t mean you have to reinvent the wheel every time. This same speed of new content delivery gives you an advantage–you can repeat yourself.

You already have built a following in several places and likely have followers in all stages of the customer cycle watching and following along. You also have followers that JUST joined you and aren’t going to dig back through more than your last couple of posts. You need to educate this group of followers on what your business is all about consistency. A great way to do this is to define 3 to 4 core topics that relate to your business or you as the owner and rotate through writing on those topics each month. Don’t worry, your “lifers” won’t think you’re repeating yourself. In fact, they–and Google–will start to view you as an expert in your field. You might start seeing repeat customers and SEO improvements as a happy, accidental result! Win-win.

Repackage your old content to deliver value in new ways.

Does this sound familiar? The last post was on repurposing blog content for social media planning. I’m hitting this again because it’s such an easy way to save time and deliver your expertise. (Oh heyyyy, there I am following my own advice!) Have you written two or three good blogs on a similar topic? Turn them into an email series, or add some transitions and publish an E-book! Promote your new E-book on social media to add to your social klout and show you’re providing quality expertise regularly.

Give your followers something to do.

Someone who is interested in what you offer is going to start hanging around your content and/or website. So they’ve read a blog post. Now what? It took you a lot of time and thought to publish that valuable content and now you have their attention. Build on that momentum by always adding the next step to the end of your content. Is there another related post that would give them more in-depth information? Link it there! Could they get more awesome insights from your newsletter? Ask them to subscribe! Whatever you do, keep them engaged. If your goal at the moment is just to gain a connection with some quality followers, you can keep it super light and simple. For instance, a dog groomer might have a CTA saying “comment a picture of your dog, and I’ll try to guess their name.” Cute, fun, light–but builds strong connection and makes that person remember you. They may even show a friend! Traffic to your website and social content is super valuable, so capitalize on it when you achieve that first step.

Show up where your customers are. Every. Single. Day.

You’ve launched your business, designed your brand, defined your ideal customers, and written some quality content. Now what? That fast-paced news refresh is going to make your content outdated soon. Psychology tells us that people need to see advertising campaigns or brand messaging an average of 7+ times before committing to a purchase. The fast-paced nature of social media, the ability to market for free on multiple channels, and high demand for the volume of content actually helps you accomplish these seven interactions fairly quickly after securing a new follower. You should be posting:

  • 2 to 4 times monthly on your Blog
  • 1 to 2 times daily on Instagram
  • 3 to 4 times weekly on Facebook
  • 1 to 2 times weekly on LinkedIn
  • 3 to 4 times daily on Twitter
  • 3 to 10 times daily on Pinterest

Now that is a LOT of content! But don’t worry, I’ve given you the tools to make that easy.


Let’s break it down and put it all together:

  1. Remember your core audience and show up where they are. Not every brand will use every social platform. Pick the ones that work best for your audience, and master those.
  2. Keep a list of 3 to 4 core topics to rotate through, reiterating your services or products, brand values, differentiating factors, and business facts. Sprinkle in news, industry-related content, and personal content to keep things fresh, but always circle back to your core messaging.
  3. Start with your blog content, then break that down into bite-sized portions for other social platforms, reinforcing that you are an expert in that subject matter every time a potential customer sees you.
  4. Repurpose prior content to deliver your evergreen messaging in new and valuable ways.
  5. Make sure you’re adding a call to action to engage your potential customers once they find you, so you can follow back up with them later.

Hopefully, this helped inspire you to get out your editorial calendar, start defining some topics, and break into refreshing some old content with new energy and purpose!

If you enjoyed this, you might also like YOUR SOCIAL MEDIA PROFILE IMAGE


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