Top Tips to Keep Your Social Media Content Relevant to Your Audience

If you haven’t gotten on social media to promote your business yet, it’s not too late to start. Did you set up a profile once but have since abandoned it because you found the whole process overwhelming or didn’t achieve the immediate response you expected? 

Like anything worth doing, staying relevant on social media takes work. It’s nice to have a place where you can connect with your target audience in real-time, but that doesn’t mean they’ll be easy to find right out of the gate. There are right, and wrong, ways to use social media for a business and we’ve seen it all!

Here are our top tips for staying relevant on social media as a business: 

Creating Original Content for Your Brand

Anytime you update your website, create marketing materials, or post on social media – you are creating content. Content Marketing is a broad term describing any copy, design, or video elements you create for your brand and then share with your audience. Much of content marketing happens online via a company’s website and social media channels. 

What tends to happen with small businesses, or businesses new to social media, is that they spend the bulk of their time sharing content that other people have created. The idea behind this strategy is to have a consistent presence on social, but it doesn’t work well because you are not actually making an impact with your audience in regards to your own business or brand. Often you are sending your audience away – to some other brand creator’s social media account. 

“To positively impact your audience and your bottom line, your content must be tied to your business.” Christina Perricone, Hubspot

This means that you have to invest time, energy, and money into creating original content around what you do, why you do it, and who you do it for. What’s the point of following you on social media if you have nothing original or interesting to say? 

To stay relevant on social, you need to be sharing informational, inspirational, educational, or entertaining posts, images, audio, and video to earn the attention and trust you need to convert your followers into customers.

How to Stay Relevant on Social Media

After 15 years in the social media marketing space, my team has noticed definite trends in what does (and doesn’t) work well when it comes to social marketing. 

If you want to stay relevant on social as a brand, here’s what you need to avoid:

  • Posting content that directs people away from your channel or website.
  • Focusing too much on sales and not enough on relationship-building.
  • Not having a clear call to action.
  • Neglecting to share your brand stories.
  • Only posting when inspiration strikes instead of being consistent.
  • Not paying attention to current events and ensuring your content is not insensitive. 
  • Not being responsive to people who engage with your posts.
  • Posting text only posts on visual platforms.
  • Not taking advantage of hashtags. 
  • Posting content that is overly personal OR posting content that is completely impersonal (this requires a somewhere-in-the-middle approach).
  • Trying to be everywhere all at once. 
  • Speed through setting up your social media profile(s).

While that’s not a comprehensive list, it does cover most of the basics. To stay relevant, focus on the exact opposite when it comes to sharing content:

  • Invest in creating original content about and for your business.
  • Follow the 80/20 rule of posting only 20% promotional or sales content and 80% content that is entertaining, educational, informational, or inspirational.
  • Let your audience know what you want them to do next. Don’t leave the next move up to their imaginations.
  • Know your brand stories and get comfortable sharing them in creative ways to help your audience get to know, like, and trust you.
  • Build an editorial calendar to help you stay consistent when posting on social media.
  • When something big happens in the world, double-check that the content you have created and scheduled isn’t insensitive or untimely.
  • Create time to engage with people on your chosen social media platforms and respond to those who have taken the time to engage with you. People can tell if you are simply posting and walking away. Social media is meant to be social.
  • We highly recommend using attention-grabbing visuals and video in your social media strategy.
  • Learn to love hashtags – what they are, how they are used, and how they can help your content get found!
  • You want to establish a connection with your audience by being the real, authentic you but remember that being too personal, too early is actually a turn-off for people. Keep your eye on sharing content about your brand and establishing relationships with folks.
  • No one can be a master at all the social media platforms at once. Pick 1 or 2 that you like using and start there.
  • Take advantage of all the characters and space a social media platform gives you on your profile pages. A robust profile will often convert strangers into followers and followers into customers – plus those added keywords help you get found!

Does this mean that you have to do everything yourself to stay relevant on social media? Of course not! You can absolutely hire an experienced social media manager to help you establish a social media strategy, create original content, and stay consistent on your channels. However, understanding how this works will help you stay relevant and on top of your own social media marketing success.

When to Shift Your Message

It seems like there’s a new fire to put out every week anymore, but that’s no reason to check-out. This is especially true if you have a social media presence for your business. It only takes one big news story to change your content from being humorous to being offensive and brands don’t always see it coming. 

It helps if a business understands their BIG vision for their work and the impact they want to make in the world. This process gives a small business owner a compass for decision-making. It helps for that founder, and their audience, to know right away where the company stands on any particular topic. 

Since most social media crises happen out of the blue, it’s important to establish a social media crisis response plan for your business. Create a social media policy, make certain your accounts are secure with strong passwords and an authentication process, and don’t be afraid to pause your scheduled posts to ride out a potentially-damaging wave, if something troublesome arises.

When You Need Support

Every social media platform is searchable. Do you have the right keywords and information on your profiles? Is your messaging current? Did you take advantage of all the space available so that it’s easier for your audience to find you and resonate with what you do? 

Now is the time to revamp your social media channels to get found by your people so you can make a bigger impact with your work. Every word matters. We help small businesses, like yours, maximize the potential of their profiles. Book a session with us to find out about our Robust Profile Optimizations for social media!


Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

What Can Video Do for Your Brand in New Year?

Video is an amazing resource for small business owners. This marketing method showcases your brand personality and allows your audience a window into the real you so they can make the connection needed to build trust. The emotions behind your eyes, your thoughts around certain topics, and the fun culture you are building around your business are effective ways of getting attention, building awareness, and earning trust for your brand. Whether pre-recorded or live – your audience gains insights into who you are as an individual and a business.

Get Attention

People are busy. Pretty graphics used to work well but, often, they just become something that people scroll past. An engaging caption is ideal, but first, you have to get someone on social media to stop and read it. Short videos about you and your business are great ways to get someone’s attention. By recording short videos that are motivational, inspirational, educational, or entertaining – you are increasing the likelihood that someone will find you on social media.

Build Awareness

Once you get their attention, you’ll need to keep it long-term. This is where video excels. If someone resonates with your videos, and you make a commitment to consistently show up, that audience will keep coming back to watch more. This is the perfect opportunity to build awareness about your brand so people understand who you are, how you serve, and your big vision for business and the world.

Earning Trust

When it’s time to make a purchasing decision, trust is the most important part. Watching your videos allows your audience to get to know you better, understand what you provide, and make a decision on whether or not you are the right company for them. 

For years now, marketing professionals have been recommending video marketing and it’s a trend that continues to be successful and still produces results for small businesses.

If you are using social media, you are probably only engaging with pages that share relatable content. Are you wanting to define your story and build a long term relationship with a loyal audience that finds YOUR content enjoyable and relatable? Let’s do a Discovery Session to see which Social Media Advisor programs best fit your needs.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Can Your Customers Make You an Influencer on Social Media?

Not only can your customers build your influence online, your social proof and online presence means very little until your audience begins to show up for you and shares your content on their own feeds and with their own followers. 

What are some things you can do to convert your followers from people who simply like your posts into brand advocates who champion your brand often?

Content That Inspires

Brands that find success on social media incorporate and promote audience participation. It doesn’t have to be every day, but coming up with something weekly that encourages social engagement, interaction, and participation are super impactful for businesses online. 

Posting content just to remain consistent has its place but really growing an audience requires engaging content that motivates people to interact. Pay attention to previous content you’ve shared that has done well and evaluate what aspect of that post made it so appealing? What encouraged people to engage? If you don’t have any content, check out other profiles online and pay attention to what does well. 

Encouraging Engagement

If you want more people to see the content that you’ve created, you have to get creative about sparking conversations and interacting with people on your social media channels. For example, on Facebook, the first 30 minutes of a post are crucial. The more people that like, comment, and share your post in that time will ignite the algorithm to show that content in more feeds. As your engagement on that post grows, so does that content’s reach in your audience. So, if you know that a great post goes live at 9:30 a.m., it makes sense to be available and present – responding to comments and talking to your audience. This is the path to building an engaged audience and becoming an influencer online (and it doesn’t require that you have to be present 100% of the time). 

Building Brand Loyalty

The whole purpose of marketing is to get in front of people so they will consider purchasing your products or services, right? The path to purchase starts and ends with trust. Your audience needs to trust you before they are willing to do business with you. Here are some marketing activities that build trust with your audience:

  • Consistency – Showing up online often and setting expectations for when you will be available.
  • Community – What are you doing to build a community around your audience – allowing them to connect with you directly but also benefit from interacting with each other?
  • Generosity – What are you doing to be generous with your time and your expertise? How are you serving your audience?
  • Authority / Credibility – What are you doing to improve your online credibility so that when someone does a search on you they can easily and quickly see that you are a trusted expert in your field?

If it seems like a lot of work to become an online influencer and expand your reach online, that’s because it is. If becoming an influencer was easy, everyone would be doing it and would find success right now. The first step to online success of any kind is finding and growing your audience. These recommendations will help you create more content that gains attention, grows awareness of your brand, and builds trust with your audience.

If you are using social media, you are probably only engaging with pages that share relatable content. Are you wanting to define your story and build a long term relationship with a loyal audience that finds YOUR content enjoyable and relatable? Let’s do a Discovery Session to see which Social Media Advisor programs best fit your needs.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.

Are You an Influencer With Your Brand?

When you think of an influencer you may be imagining an individual that spends their time and online presence promoting the products of other companies – in exchange for free merchandise or paid sponsorships/endorsements. This is the way influencers are depicted because it’s proven to be a successful strategy for social media folks who’ve been able to build an audience around their chosen interests or niche.

However, as influencers have grown in popularity, many marketers have discovered that any brand can present themselves as an influencer in their industry. Many of these businesses are considered micro-influencers and while they are promoting their own products or services, they are also growing their audience and influencing their followers. 

The question we are asking you today is… are you simply posting about your business or are you positioning yourself as an influencer with your social media marketing?

Creating the Content

When you sit down to create content for your business to post on social media, what’s your mindset? Are you focused on creating content that converts to sales OR are you creating content to intentionally connect with and nurture your audience? 

This is really the first step when it comes to positioning yourself as a credible source, expert, authority, or influencer. Businesses who approach content creation from the mindset of generously showing up and helping their audience are more likely to become influencers than brands who spend the bulk of their time attempting to convert cold leads into warm ones. 

The real trick to this is: when influencers show up for their audience in a generous way they discover more success when selling their products and services than those who do not.

You Define the Culture

As an influencer in your industry, you are setting the culture – the expectation – for what people can expect when they follow your brand. Newer companies often forget about the culture they are creating when they show up but there’s power and impact in being intentional about the type of environment you are creating for your audience. Also, truly successful brand influencers are creating a culture that is authentic to them and doesn’t mirror or copy any of their competitors. People are drawn to something original, unique, and real. Create a culture that is appealing to your ideal client so when they do find you, they are excited about sticking around.

Setting the Stage for Social Engagement

If you are going to build your brand on social media, please don’t make the mistake of posting content and then disappearing. This is more common, even today, than ever before. Either a brand doesn’t understand the commitment necessary when building out a social media platform or they’ve given up and abandoned their online channels leading to an influx of businesses with zero presence online. If you want your audience to show up and engage with your content, your presence is essential! People are savvy and they can tell if you are absent when it comes to your online marketing.

A consistent, welcoming, engaging presence that commits to responding to the audience and being available speaks volumes. If you want an audience to commit to being there for you, you must first show up for them. Your followers need to be able to quickly uncover when you will show up, how often you show up, and where they can find you so they can make it a priority to be there for the brand.

Much of transitioning from a business who uses social media marketing to becoming an influencer has to do with the mindset, approach, and strategy for the content you create and share on your social media channels. Be there for your people and they’ll show up for you.


If you are using social media, you are probably only engaging with pages that share relatable content. Are you wanting to define your story and build a long term relationship with a loyal audience that finds YOUR content enjoyable and relatable? Let’s do a Discovery Session to see which Social Media Advisor programs best fit your needs.

Be sure to Follow us and Let’s Engage!

Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedInFacebookTwitterBlogGoogle+YouTubePinterestInstagram, and the tools to manage them.

Click here for Social Media TrainingSpeaking and Strategy Consultations.


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