Quality v. Frequency

I’m a life-long learner and that means I’ll always grab the opportunity to expand my knowledge – particularly in areas that are subject to rapid change.

When it comes to social media, my audience are mostly on LinkedIn, so that’s the platform I’m most active on.  As a member of the HoLT community, I have access to lots and lots of masterclasses on all kinds of subjects – and I’ve attended two LinkedIn Masterclass courses.  In November, we looked at content generation and in January we explored how to expand reach and engagement.

These are subjects that are top of the agenda when it comes to generating potential business leads.  And, let’s be honest, most of us are not on LinkedIn to make new friends or watch cat videos – we’re there to build our businesses.

The algorithms on LinkedIn have changed dramatically with the advent of AI and today the content of your profile is the influencing factor in who sees your posts.  That means that hashtags on LinkedIn are no longer useful and the AI prioritises long form, high value content.

It’s been interesting hearing different experts share their knowledge – and one question that keeps coming up is ‘How often should I post?’

The key points that have come up in response to that are:

• Good value content is more important than frequency.
• Daily posts are a good target to aim at.
• More than one post a day can mean each post gets less reach, as LinkedIn only focuses on the latest post, until there is response on existing posts.
• Reaching the right audience is more important than going viral.

Lots of people are complaining that their reach has tanked, but reaching thousands of people who are random isn’t necessarily a good thing.  It’s better to reach the people who fit your ideal audience profile, and LinkedIn’s AI uses your profile to determine that, so ensuring that is accurate, focused and up-to-date is important.

The other aspect of getting seen is all about comments.  Not getting them on your posts, but adding good quality content on other people’s posts.  That means investing time each day to read the feed and try to add value.

So, not ‘Great post’, but an intelligent comment that adds to what has been says or adds your opinion on the subject the original post is about.  Some people get a greater reach on their comments on other people’s posts than they do from their own original posts!

The answer to quality v. frequency is always quality.  However, if you only post once a month, don’t expect to make much headway! 

Be authentic, be human, add value and you’ll start to make a difference.

I hate video!

 

Unfortunately, video is unavoidable if you want to promote your business and your expertise effectively.  But talking to camera? I can do it, but I’ll always find something ‘easier’.

I’m not a video camera afficionado – so any video I take is likely to be a bit wobbly, scans too fast and makes the viewer dizzy.  And I see plenty of people with similar camera ‘skills’ online on Instagram, LinkedIn and, of course, on YouTube.  However, fewer make it to YouTube – maybe because, like me, they don’t think they’re good enough to be a YouTuber.

Yes, I have a couple of channels on YouTube – but after the initial push to get them started, I don’t post much.  All my original videos used a slide presentation with my voice narrating.

What are the road blocks?

Am I shy?  No, I’ve spoken on platforms in front of hundreds of people and run dozens of webinars. 

Am I vain?  Not more than the average person.  I look OK on camera, but I still don’t like it.

Am I nervous?  Not really.

So what’s holding me back?

My acronym is R.A.V.E., which stands for Reputation, Authority, Visibility, Expertise.  As a business owner these are all critical to me.

• I don’t want to dull or damage my Reputation.
• I want to be an Authority, not an amateur.
• If I’m going to be Visible, I want to be 100% professional.
• When I’m showing off my Expertise, I don’t want the subheading to be ‘but doesn’t make good videos’.

So, I don’t make ANY videos.

Well, hardly any – and most of them don’t feature me, just my knowledge.

This is all very negative!

And I’m not a negative person.  So, where do we go from here?

I know some of you are thinking ‘get over yourself and just get on with it’, but I’m sure that a few of my readers are also feeling the same reluctance to get with the video.

So, I got some training and this is what I learned:

• Batch produce – it makes it easier (but put a different top/shirt on for each one).
• Book time into your diary every month/week to create video.
• Plan what each video will cover, but don’t read a script or you’ll send people to sleep!  Bullet points are good to keep you from losing track.
• Pay attention to your background (we’ve all seen the ones that got it wrong and seriously embarrassed themselves).
• Make sure your face is well-lit either with natural light or a well-placed lamp (I use a ring light above my computer screen that’s high enough so it doesn’t reflect in my specs).
• Ensure you’ve locked the door or everyone is out, so you don’t get unexpected disturbances and have to start over.

If you still feel uncomfortable talking to camera, get a colleague or friend to interview you either face-to-face or online.  If you choose face-to-face, you’ll need lights, cameras and mics, but a virtual interview will work just as well.

I think it’s a case of ‘fake it until you make it’, and the more you do it, the more comfortable it will become.

And don’t forget that a video editing service with tons of YouTube experience will make your videos shine out and transform ordinary into extraordinary!

Leverage your articles

If you take the time to write an article or two for your blog each month, don’t limit your reach, by just posting it in one place.

Clearly you want your expertise to feature on your website, on your blog, so potential clients can see you know your stuff.  But where else can you post it?

LinkedIn

As well as posts you can create articles and newsletters on LinkedIn.  Articles add depth and breadth to your profile as they appear on it.  Given that the content on your profile for LinkedIn presenting your content to the right audience, anything that underpins your speciality is good news.

If you have a LinkedIn newsletter, then write the article into a newsletter and that will be delivered in notifications to everyone who has subscribed.  Regular, good quality content, builds the reader’s understanding of you, your values, your business and your expertise.

Your list

Building a list means that you own your audience – rather than being reliant on the algorithms of the big online platforms.  Sending value content to your list regularly is an excellent way to keep you visible and show off your skills.

Even if the people on your list aren’t currently customers or clients – reminding them you’re around and delivering consistent value is a great way to develop advocates.  And, if their circumstances change, they’ll remember you before others they haven’t heard from for ages.

Other platforms

This depends on who you’re trying to reach, but there are a number of platforms that can be great places to post your article and reach a wider audience.

Reddit – While it takes time to build your audience’s trust, if you post good content it can significantly improve your visibility.  The secret is to find the right subReddits.

Medium - Popular for thought leadership content, with built-in distribution through their algorithm and publications you can submit to.  You can build a following and potentially earn money through their Partner Program.

Substack - Great for building a direct relationship with readers through newsletters. Your articles get emailed to subscribers, and you can monetise your submissions. if you wish.

Hashnode - Similar to Medium, with a supportive community and good SEO.

Business2Community - Specifically focused on business content and reaches your exact audience.

Entrepreneur.com (contributor program) - Prestigious platform if accepted, though more selective.

SmallBusiness.co.uk – This platform has a community/forum section

Startups.co.uk – This is another popular UK resource, if you’re aiming to reach new business people.

UK Business Forums - Various independent forums focused on UK small business

Create your strategy

Clearly, if you don’t have admin support, posting to lots of different places will take time, so my advice is to explore these platforms and find the ones that are the best fit for you and your business.

Maybe set aside 30 minutes a day for a week to explore a different platform each day. 

There was a time when duplicate content was penalised, but this is no longer the case.  Even so, there are some recommendations I’d make:

• Change the headlines to post on other platforms
• Do some editing, so it isn’t exactly the same content as your blog post.  You can change the order of sections around and reword a paragraph or two.
• If an image is involved, create a new one for each posting.

While this all adds work, you can batch the process, so it’s just an extension of the writing process.   

When you’ve tried out the platforms you’ve chosen for 3-4 months, you’ll start to get an idea about what’s working and what isn’t.   Don’t expect results instantly – this kind of marketing is a slow burn, but can be really effective.