About 6 months ago I upset a fellow marketer with my blunt feedback.
At the time, I thought we were having a mild disagreement…but then she unfriended me, so I guess that tells its own story…
Anyway, it was about her content posting strategy.
Basically all she did was the following:
- repost Gary Vee content
- ‘positivity always wins’ style motivational content
- inspirational ‘live your best life’ memes
And I said ‘if all you do is post this stuff, you’ll get zero traction and have no business. This kind of content does NOT win clients.’
Checked out her page today…she’s still posting the exact same stuff. Each post gets 1 or 2 likes and a token comment from the same loser fanboy who is clearly in love with her.
(Sidenote – Dude: she’s not going to get with you just because you comment on her posts)
“But Richard, if it works for the big influencers, it should work for me?”
No. Here’s why…
When you have millions of adoring followers, you can post virtually anything and they will lap it up.
Gary Vee can post an image of his latest turd floating in the bowl and everyone will be like ‘OMG U SO INSPIRASHUNAL GAREE!’
Jay Shetty can upload a plagiarised motivational quote and folks say ‘JAY THIS IS INCREDIBLE, YOU CHANGED MY LIFE!’
Grant Cardone can go ’10x 10x 10x hardcloser closer private jet sell sell sell rah rah rah!’ and all the bros chest bump and woop like crazy.
That’s great for these guys. However, it’s different if you don’t already have the audience.
When Gary Vee was growing his Youtube following 5+ years ago, he posted in depth, detailed and insightful advice. I remember watching his videos at the time and thinking ‘This is interesting wisdom, I haven’t seen this before.’
Now he mainly posts motivational stuff because he has the following and credibility to support it.
So unless you already have a huge audience, you have to post content that’s:
- Valuable (ie I actually learn something useful I can use)
- Credible (I believe you’re an expert in your field and you can help me).
If you simply copy what the big boys are doing, you’ll always struggle to make progress.
It’s like Seth Godin says in his Purple Cow book – if you’re the first to come up with something, you’re unique and special. If you’re second, you’re a boring imitation.
Want to follow in the footsteps of me and my clients and create a strong, powerful brand on your Facebook profile which draws clients to you? Check out my Ecosystem program.