The Surprising Power of Not Posting (So Much)
Not Your Hobby Marketing Solutions
I teach growing craft beer & cider companies how to work smarter, not harder
Happy Tuesday, LinkedIn friends!
Here's something fun for your weekly work agenda.
Stop posting so much on social media.
You're probably thinking that I've lost my marbles. Social media is a necessary evil that we all love for brand exposure but hate having to keep up with. It's been a constant to-do list item in our marketing work weeks for so long that you probably don't even remember what it was like to use traditional tactics instead of social (or you weren't born yet...ouch, that hurts)
In the past few months, this issue has been raised many times with my client partners, so I wanted to discuss it again with you.
So why would I tell you to stop posting so much on social?
Because that's the secret sauce for brand marketing right now.
Please don't just take it from me, just read this.
But there's a catch. You have to post better, more engaging content.
Focusing on quality over quantity allows you to enjoy the benefits of not having to post daily. Your posts will be more impactful and engaging, leading to more exposure and loyalty for your brand.
Quality wins over quantity.
So, what determines better quality? Engagement and Relevancy.
Today's audience needs more. They need something that will make them stop doom scrolling and invest in the message. They need clear calls to action that tell them what to do with your post. And they need interest-piquing media that embodies your brand identity and fuels your revenue streams.
Less noise, more value.
Less logos in their face, more lifestyle posts.
Your brand is more than just liquid—it's a vibe, an experience. You have to indirectly sell more than what goes into a glass or can.
But how do I do this? I'm glad you asked.
But first, if you're feeling totally lost in your social media marketing, read this first.
Consider using Donald Miller's Grunt Test when you write social media captions (for the record, I'm not endorsing Miller here; he doesn't align with my values, but I appreciate his take on marketing). I've also modified his concept for the craft beverage space.
When writing captions, ask yourself:
Now, don't come at me with, "But Julie, _____ (insert large craft beverage brand name here), doesn't do this in their posts." There's just one sentence. There's no mention of the brand, no selling, no call to action, no hashtags, etc.
I know, I see those. But guess what? Harsh love warning - they're bigger than you.
They have earned their stripes already. They have spent years using the tactical methods I've given you here and have earned the right to be vague with their content.
If you're a small—to medium-sized brand working on building brand awareness, you don't have that luxury yet. You've got to earn brand awareness first, and then you can sleep on the fundamentals of brand marketing.
As a growing beverage brand, you must focus on your most important marketing objectives—building brand awareness and encouraging customer trial.
You can do both by posting less and elevating your content quality while retaining a sense of indirect selling. I realize this takes practice, but what better day to start practicing than now?
Ask yourself, "Why am I posting this?" or "Would this appeal to my target audience?"
Also, "Did I tell them what to do with this post?" Otherwise, they will keep scrolling and move on with their day.
I also want you to focus on psychographic themes.
Psycho-what? Yeah, big word. Here's what it means.
Psychographics include your audience's interests, hobbies, values, desires, goals, purchase behavior, personality, environment, needs, etc.
Ask yourself, "How am I catering to the lifestyle or experience my audience desires?" Is that reflected in your media, and is that reflected in your copywriting?
So, this week, I want you to be selective with your content. You can spend less time thinking about how many times you need to post and more time evaluating whether that post will engage your audience with your brand.
May the force of higher engagement be with you, and may your content creation load get lighter,
Julie
PS - It's coming...Quarter 4. You know what that means (or at least I hope you do). PLANNING SEASON is upon us. This is the time of year when ABPs abound, and everyone resets their brand calendars. Who needs a consultant when it's patio season, right? So, if you've been thinking about how to invest in your business's strategic direction but have yet to figure out how to do that, please set up a call with me!
I've got options for all budgets and skill levels. I've also got just a couple of consulting client spots left until January 2025, so act now! Click here to book a no-obligation, no-BS Discovery Call to learn how I can help you grow your revenue streams.
(side note: please don't book time with me if you're fishing for free advice. I'm not trying to be mean, but I can't and won't hand over a complete strategic marketing/sales plan in a free 30-minute Zoom call. Expertise and advice come with a price tag; please respect that this is my business. Just like I don't ask to drink for free at your taproom)
PPS - and remember that if you're not ready for a consultant yet, there are plenty of other ways to take advantage of my services. You can buy an online course straight off my website or join the Barrel 2 Business Membership Group with loads of recorded and live coaching content for one low monthly price.
PPPS— Reminder about upcoming events!