Okay, I committed a sin of online content development. I used a click bait headline. Of course I don't want you to stop all your content marketing efforts. I just want you to stop some of it. Let me explain.
The first thing I'm asking that you stop is the daily inspirational quotes. It is easy to search the web for 1,000 inspirational business quotes and post one or two a day. Since images drive better engagement the latest trend is to create a graphic using the quote. Unless you said it, you personally heard it, or the quote defines you and your business... don't post it.
Another practice that needs to stop is auto sharing RSS feeds. This is when you link your social media accounts to news services that watch for keywords and post on your behalf. This practice can backfire when it auto shares competitors' content or stories unrelated to your message.
For the Twitter users out there, avoid only retweeting. People consider this bot activity, and it will get you quickly unfollowed. Instead, publish something of value. Develop something that will not only inform your readers but drive them to come back day after day. Find content that they want to read that will answer their questions. Some good ideas include talking about your competition head on. Here is a sample title for your next blog post: 'You've seen the ads. Why an independent agent is better than the big guys.'
Me Me Me
The next thing you should stop doing is the constant self-promotion. That message quickly gets old. Your followers know who you are. They know what you offer. Again, share things of value. Post things that show your personality. Remember the social in social media. If you went to a dinner party and did nothing but talk about insurance you would end up mumbling to yourself in the corner. Talk about the things that make you happy. Talk about the personal side of your business. Include photos of employees, customers, and local events.
Understand the Platform
Finally, before you start using a new social network, understand its purpose, audience, value, and how to use it. For example, I wish to see people creating good content or movement in the industry in my LinkedIn feed. Instead, I see quotes and games, which frustrates me.
As for Twitter, remember everything you say is public unless you use direct messages. Make sure you are not replying to customers and coworkers in a public feed or saying something you don't want everyone to know.
These tips will help you grow your social media reach without the common annoyances that drive people to click the unfollow button. Because once your followers do that, you are not getting them back.
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