Maintaining social media accounts can be an exhausting “second job” for health and wellness coaches. It tends to be a time suck, even if you have a clear purpose and don’t get distracted.
The secret is to limit the time you spend creating posts and maximise their value. Following just one or two of these tips should cut your time down to less than an hour a day – but still keep the leads coming in.
Will people think I’m not being active or lazy on social media?
The short answer – no, because there’s a difference between being lazy and working smart. The suggestions below offer different ways to approach social media, which will be appreciated as much by your clients as they will provide welcome relief to you. And that leads nicely to my first tip.
#1 Stop Overthinking Things
People fall into two camps when it comes to planning – you’re either a bottom-up or top-down thinker. If you’re a top-down or “big picture” person, you may find yourself wanting the answer to life, the universe, and everything in it before being comfortable dealing with any subset of a topic.
Approaching every post in this mindset will be debilitating. The trick to overcoming this is not to try to turn yourself into a bottom-up thinker. Instead, practice reducing the scope of the problem you’re solving so that you answer a smaller question with your accustomed thoroughness. You can always rework and reuse the post at a later date to create more content (refer to Tip #3).
Top Tip: Use free mind-mapping software to sketch out your “bigger picture” and create posts on lower-level “branches.” By slotting the remaining branches into your content calendar, you can rest assured you will address all aspects over time.
#2 Video Is Easier, Quicker, and More Effective
Facebook and other publishers have been upfront about giving greater weight to video content than text-only posts. This means more people will get to see it. Engagement also tends to be higher for video, so it really does make sense to get those cameras rolling.
Creating your first few videos may be a bit intimidating, but most people find they get comfortable very quickly. With Facebook Live, you can adjust the settings to stream just to your personal profile and share it later.
Experts advise against preparing detailed scripts – the last thing anyone wants to watch is someone reading! Jot down the key points you want to cover and talk freely.
Top Tip: Use a transcribing software to take quotes you can use for other social media posts, or blog posts. 1 idea and effort, to create a lot of output is definitely working smarter, which brings me on to the next point:
#3 Don’t Be Afraid To Reuse Content
Not everything you post needs to be new. You will notice many prestigious publications now have two dates on their articles – a “first published” and a “last revised” date. The latter assures readers the material they are looking at is up to date. There are several reasons to reuse old content:
- Organic reach is usually quite low even to members who actively follow you (Facebook can be as low as 2%), so there’s a good chance people won’t have seen your posts previously.
- New clients won’t have seen your old material, which may still be relevant, or “evergreen”.
- Even “evergreen” content needs to be updated – check that links still work, that research is still current etc.
- Search engines like it – updated content means a site is being actively monitored and worked on. These sites will be ranked higher on search results.
- What might not have been relevant to your audience the first time you posted, may be what they need to be prompted into action.
#4 Create Timetables and Calendars
Avoid battling writers’ block each time you need to prepare content by planning a content calendar ahead of time. Look for opportunities to create seasonal topics such as holidays.
Putting down your topics ahead of time can help you gather ideas as the year progresses. When you do sit down to write, not only will you have a predetermined topic but months of subconscious preparation. It also helps to create a consistent call-to-action throughout your platforms which can help with conversion.
Create daily or weekly timetables for social media tasks that ensure you get to everything without getting bogged down. For example:
Saturday Prepare content (generate or repurpose)
Sunday Schedule automatic content releases
Mon – Wed 10 minutes retweeting
10 minutes responding to comments
40 minutes following up leads/messages/connecting
Thurs – Fri 30 minutes engagement
30 minutes sharing free thoughts based on experience
Top tip: Apply the 80/20 rule. You could have the best content in the world, but if it only reaches ten people, it’s not worth the time it took to prepare. The 80/20 rule explains spending 20% of your social media time preparing content and 80% making sure it gets seen.
Social media is still the best and cheapest way of generating leads that will convert to new clients. Find a rhythm that works for you and still allows you time for life.
If you need help with your branding across your social platforms, or optimising your website for leads, drop me a message.