The Magic Figures Around Posting ??
Today I'm going to show you how often you should be posting on each social media channel to help you grow your visibility.
By posting regularly on each channel, you’ll not only increase your chances of being seen by prospective clients but put yourself in pole position when a ‘lurker client’ decides they need to speak to someone about their mortgage.
Most people fail because they post furiously to their channels for a few weeks, then get busy and it falls by the wayside. Three months go by, and they realise they’ve done two posts about the Bank of England holding the base rate!
Stop guessing how much you should be posting!
You’re reading this email because you know the importance of staying connected with your audience on social media.
But a lot of mortgage advisers don’t know the frequency that hits the sweet spot on each channel.
Let’s dive into the nitty-gritty of posting frequency and content types for each social media channel, along with some research-backed benefits of regular posting. ??
3 times per week (at least, ideally once a day)
Facebook remains a powerhouse with over 2.9 billion active users monthly.
Regular posting here can help increase your business's visibility, engagement, and trust. Here are some key benefits and statistics:
- Engagement: Consistent posting can significantly improve engagement rates. For example, photo posts typically get the highest engagement at 0.12%, while status posts average around 0.06%, and video posts have an average engagement rate of 0.08%
- Visibility: Regular posting helps in maintaining a presence in users' feeds, which is crucial given that an average user spends about 30.9 minutes per day on the platform (SocialPilot).
Content Ideas:
- ? Customer Reviews and Testimonials: Highlight positive feedback with a photo of happy clients, or use our tutorial: Create a Branded Eye-Catching Canva Graphic for a Google Review.
- ?? Topical News and Updates: Share your opinion on news articles – please don’t just post the link to your channels!
- ?? Relating Mortgages to Real-Life Scenarios: Use case studies of clients where you’ve helped them secure a mortgage when they thought all hope was lost.
3 times per week (at least, ideally once a day)?With around 1.3 billion users, Instagram is ideal for visual storytelling.
Regular posting can enhance your business's appeal and engagement:
- Engagement: Instagram posts, especially stories and reels, have high engagement rates. Stories alone are viewed by over 500 million users daily
- Visual Impact: High-quality images and videos capture attention, increasing interaction and shares (SOCMEDMGMT)
Content Ideas:
- ?? Behind-the-Scenes Photos: Showcase your daily work life, a photo of you at the desk to show some personality is a winner!
- ?? Success Stories: Before-and-after photos of clients' new homes – get them to share your post when it goes live to increase the reach.
- ?? Infographics: Mortgage tips, carousels & statistics presented visually work really well in the mortgage industry.
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1 time per day on LinkedIn is the sweet spot. It’s a platform that can have insane organic reach, but you have to ensure it’s good quality content.
We’d also recommend posting to your personal profile instead of your business page, as you’ll experience a lot more reach.
- Professional Reach: More than 91% of executives consider LinkedIn a valuable source of professional content.
- Engagement: Regular posting on LinkedIn helps build your professional image and attract potential clients.
Content Ideas:
- ?? Get Personal: LinkedIn isn’t the stuffy business channel it used to be. It’s all about showing your personality on this channel now.
- ?? Sharing Experiences: Post about personal milestones and client successes – especially case studies for niche industries.
TikTok
1-3 times per day?TikTok's short-form video content is perfect for creative and engaging posts. The one that everyone wants to be on!
- High Engagement: TikTok videos can quickly go viral, significantly increasing your reach.
- User Interaction: Personal, relatable content helps build a strong connection with your audience.
Content Ideas:
- ?? Explain Mortgage Concepts: Fun, engaging videos breaking down complex topics.
- ?? Client Stories: Short clips of client testimonials.
- ?? Trending Challenges: Participate in trends with a mortgage twist.
Remember, consistency is key!?
By posting regularly and mixing up your content, you'll stay top-of-mind with your audience. And don't be afraid to let your personality shine through – after all, people love working with advisers who are approachable and relatable.
P.S. We’ll let you in on a little secret as well:?It’s not just about the posting – you need to be engaging with your audience as well. Please don’t just ‘post and ghost’.
Stick around to chat with your audience to help reach more people.
If this all seems a little too much, then why not get us to do all the posting for you?
We can create both eye-catching graphics and engaging videos for you, taking the sting out of thinking “What Do I Post?â€
Sources:
- Sprout Social's Facebook Statistics
- Hootsuite's Guide to Facebook Marketing
- SocialPilot's Facebook Statistics