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The Social Media Obligation Buster

Read this if you feel like you should be posting on social media more consistently but you really don’t wanna, can’t find the motivation, or have no idea what to post.

Spoiler: I’m not going to teach you how to churn out 3 posts a day every day, forever and ever so the money rolls in.

Is this you?

I’ve helped dozens of people with some variation of this worry:

I know I should be posting to social media more consistently, but I can’t because…. I hate it, I can’t think what to create, I never have the time, I don’t see the point - usually a combination of those things.

So if you’re feeling this way, you’re in the right place.

Grab a pen and paper, or whatever you use to collect your thoughts.

I’m going to ask you a series of reflective questions to help create some ease, and then some forward momentum around the role social media has in your business.

1. What should you be doing?

Time to get all those ‘shoulds’ out of your system.

What do you tell yourself you should be doing?

Where should you be posting? How often should you be doing it? Why should you be doing that? What kind of content should you be creating? Graphics, reels? Which platforms should you be on?

Let’s get all those shoulds listed.

They don’t like the light - they tend to wither up when closely examined, so let’s begin by laying them all out of the table.

2. Should inspection

This is a good time to say I’m not here to judge you or beat you up, and I’m expecting you to be kind to yourself too.

I’ve acquired my fair share of ridiculous ‘should’ demands and they’ve been spawned by everything from favorite TV characters to brief childhood interactions with figures of authority.

Before we decide whether the ‘shoulds’ are worth obeying, let’s give them a closer inspection.

Where did each ‘should’ come from? How did you arrive at the conclusion that’s what you should be doing?

How strongly do you believe in each one?

What do you believe/hope will happen if you diligently complete all the shoulds?

And what do you worry will happen if you don’t do enough of the things you should be doing?

3. What impact are the shoulds having?

Before we throw something away, it’s best to check whether it’s useful or not.

  • What do you gain from it?
  • And your audience, what are they getting out of it?
  • What could you use the time and energy to do instead?
  • How do you feel when you are posting content?
  • And when you don’t publish with the consistency you were aiming for - then how does it feel? And what’s the impact of that?

4. Look at your social media from your client’s perspective

Imagine someone hearing about you for the first time - how might that happen? List a few ways that people discover you exist.

Then what do they do? Check out your website? Your social media?

What does their journey look like between that moment of discovery, right through to when they hand over money in exchange for a service/product/offer?

What role/s does social media play in that process?

How might it help or support them through that journey?

5. If social media was an opportunity, instead of an obligation, how would you use it?

Forget arbitrary standards about how often you should be posting, and what kind of content at which time of day.

Look at what you want to achieve with your business in the next 30 and 90 days.

How can you use social media as a communication tool to help you achieve that?

Just let whatever ideas you have bubble up.

It doesn’t need to be a consistent strategy for now (or ever).

My course, Marketing Gameplan, will help you decide what marketing activities will help you get the results you want in your business - some of those activities may involve social media.

I’m confident you’ll be more motivated to create social media content when that’s tightly related to your goals, rather than just an arbitrary item on your to-do list.

6. Find the joy

If you’re feeling ‘urggggghhhh’ about posting on social media you may be convincing yourself that you hate all of it.

But if you break it down into the tiny activities, and all the different platforms you could be using, maybe some tasks aren’t so bad.

Creating graphics?

Do you feel the same way about all the platforms, and all the different types of content you could be creating?

Find what you do enjoy - and do more of that - even if it doesn’t feel strategic.

Develop the habit first, then figure out the strategy behind it later.

7. What’s the point

Left it until last, but it’s probably the most important.

If you don’t know what you want your social media audience to do next, it can be very difficult to find the motivation to create new content.

You know you should be moving them towards buying.

But maybe you’re embarrassed by your sales page, or you don’t know which offer to send them to, or you don’t really love the service you’re trying to sell, or you’re already fully booked so don’t want to attract any more leads.

Social media is a vehicle - you need to have a destination in mind. And you need to be comfortable, even eager, for people to see that destination.

Otherwise, you’re just endlessly creating free material for an audience that doesn’t know how to progress their relationship with you.

Anything that’s repetitive and pointless feels hard…..that’s your sign to stop doing it, then figure out what the goal is, and how to best reach the goal.

If you don’t love the thing you’re trying to sell - whether that’s a 1-1 service, program, course, membership - or whatever - the Adore Your Offer workbook is a good place to start.

If you cringe at the thought of sending people to your sales page, take a look at the Smooth Sale-ing course.

If people aren’t buying the thing you want them to buy, and you don’t understand why, Sales Sleuth will help (free to borrow or you can buy it for keeps).

Your Social Media Action Plan

Now you’ve got an idea of how you want to use social media, you’re going to ditch the ‘shoulds’ and write your social media action plan.

And because we all have an actual real-life that sometimes impacts our ability to work on our own business, I suggest you make the action plan realistic by creating three tiers:

Ideal Plan - All the things you’d like to do if you had plenty of time/energy to do them

Likely Plan - This is the core social media activities you’ll do most of the time

Bare Minimum Plan - When your other life priorities, challenges or adventures are impacting how much time/energy you have to invest in your work, what is the minimum amount of social media activity you want to do (it’s OK if the answer is none).

What Next?



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