What should I post, and where?
The temptation is to be everywhere. Resist it. Being everywhere badly is worse than being one place well - it’s how people run out of steam and let it all go quiet.
The prompt
“You’re my marketing coach. I’m a [what you do] in [town] serving [who you help]. I’ve got limited time. Based on who my customers are, tell me the one or two channels worth my effort and which to ignore for now - and give me a simple starter plan for the ones you pick. Be honest if a channel isn’t worth it for me.”
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Go where your customers already are
Pick channels by where they actually spend time, not by what’s fashionable. A potter selling to homes might live on Instagram; a consultant selling to businesses on LinkedIn; someone with a local trade in a town Facebook group. If you’re not sure, your existing followers are the clue - see How do I make the most of the audience I already have?.
One or two, done well
Choose one main channel and, at most, one more. Post there with a rhythm you can keep, in your own voice, and always point back to your website - the one place you own. Everything else can wait until that’s a habit.
The channel guides
Once you’ve chosen, go deep: How do I get good on LinkedIn?, How do I get more from Instagram?, How do I take part in forums and communities without spamming?, and How do I get more from my mailing list, or start one? - the audience you own. It all fits into Your first six weeks: a starter plan. And when the post is a video Bernard made, Post a video Bernard made to Instagram or LinkedIn gets it into the app in one tap.
Questions people ask
- Shouldn’t I be on every platform to be safe?
- No - that’s the fastest route to burning out and going quiet everywhere. One or two channels done well beats five done badly. You can always add another once the first is a habit.
- Does bernard post to these channels for me?
- No - the posting itself is yours, and bernard won’t pretend otherwise. bernard does the on-site half: the pages and posts on your website, each landing as a draft you approve before it goes live. From a Share entry on your content calendar he can also draft a separate post for Instagram, LinkedIn and Facebook, remind you when it is due, and hand you the words and the photo to post yourself.