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Reply To: I am about to “Go Live” with my website and Facebook pages. I am a sole trader, working with teams to challenge the way they operate / lead. In the past, my business was gained by reputation and word of mouth. Now that I am on my own, I believe it is time to have more of an online presence as some of my market will be completing online courses. What is your recommendation for the frequency of writing blogs and posting to Facebook or LinkedIn? Also, should that be to market or to educate my followers? Or both?My thoughts were along the lines of posting two – three times Thank you.

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How exciting for you RaeMac. In terms of blogging, LinkedIn and Facebook posts, you’ll want to treat them all differently. Firstly make sure you have a goal in mind. What are you hoping to achieve with your postings? This will help set the scene for the content you plan. For Facebook, 3 times a week is a great benchmark. Just be aware that you may need to put a little bit of money behind your posts as organic reach (the number of people your posts reach without paying for it) is low these days. Building an audience from scratch can be challenging so a little bit of budget helps! Posting a varied range of posts is a good approach and planning your social calendar in advance is always a big help. So for your three posts in a week you might want to focus one post on behind the scenes i.e. who you are, something that makes you different, what you’re working on at the moment. Post 2 might be based around a theme that you carry through the month e.g. what makes an effective leader. Then Post 3 might be sqmething light hearted, a quote or sharing a relevant article (maybe your own blog?).

Think about your audience and ensure that your posts are written to suit – Facebook posts and LinkedIn posts will likely be different because of this. On LinkedIn you can post less frequently – once a week would be a good start but of course it depend on your goals. If you’re using LinkedIn as a primary tool to generate leads, then more frequent posting and engagement may be required.

Blogging is time intensive so only take on what you know you can consistently stick to. Blogging once a month is a great start and see if you can stockpile a few blogs in advance to help. Don’t post them all up at once. The same goes for Facebook and LinkedIn posts – if you have some fresh content that you really want to post up, reschedule any posts that are already planned – posting in quick succession will just mean that your posts compete against eachother.

At this early stage the key is testing and then reviewing the results i.e. post 3 times a week for three weeks then 5 times a week for the next 3 weeks and review what happens. Did reach increase, engagement drop etc etc. This will help you to understand what works for your page and audience and build a plan accordingly. Do the same with your psots – use the Insights section of your Facebook page to review which posts are the most popular and then create more content like that!

In terms of marketing vs educating, your posts should do both and you’ll need to find the right balance. A good approach is to provide some excellent education and then link it back to your product or service. E.g. If I have a business where I make cocktails in people’s homes I could provide the link to a great classic cocktail recipe then link back to my service. As long as it’s relevant that makes sense. And chances are that people are following your page anyway because they want to learn more about your services.

Also while you’re getting into the Facebook groove, try and get the Facebook pixel up on your website. There are lots of tutorials on YouTube and in blogs that can walk you through how to do this. It’s great to get this foundation in place early.