Automation is Cheap; Interaction is Expensive
Many of my peers (and clients) understand online marketing as a broadcast model. An unending production of new content to be churned out constantly. But the value of this model is decreasing by the day.
Before my daughter started Grundschule we took a two month trip to California. A last chance to spend un-rushed time with my family and old friends. We did a LOT while we were in California, and I also let a LOT of work stuff go.
I had to triage, only attending to client work.
But constraints can be helpful.
I scheduled my social media out two months in advance. This gave me the freedom to pop into LinkedIn, interact with my network and not worry about producing content.
I actually sold my largest project ever, while on vacation, just by staying top of mind and in-touch.
While producing worthwhile content still requires effort, distributing it across platforms is increasingly easy with AI and scheduling tools.
And producing and distributing content is only half of the equation, in fact less than half! The important part is live, human, flesh and blood thoughtful engagement.
Commenting is content.
I keep my feed(s) populated with people I actually find interesting, and try to respond genuinely. It feels good when someone takes the time to share thoughts and insights to what you’ve shared beyond ‘Wow, thanks for sharing!’
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While this looks like more ‘effort’ it’s actually not. If you can get the broadcast portion humming, it’s just a habit to develop. And remember: this is something that a robot can’t do (for now anyway!).
Lastly, I find most of my clients have content just ‘lying around’. This is content they can easily repurpose (some have written entire books!) but for some reason think they have to start from scratch.
Give a little brain space to thinking about what goldmines of content you already have that you can dust off, chop up and share. That way you can spend your online time doing something more valuable: actually connecting.
Need help with this? Get in touch to talk about how I can help with your digital marketing