Most businesses use social media like a chore: post something, feel busy, see nothing. Here's the version that actually compounds.
Pick two platforms, not six
Go where your buyers already scroll. B2B and professional services live on LinkedIn. Consumer, lifestyle, and local live on Instagram and TikTok. YouTube rewards anyone willing to talk on camera. Two done well beats six done badly, the algorithm rewards consistency, and consistency dies when you're spread thin.
Post proof, not platitudes
The highest-converting content categories, in order: your press features and interview clips, client results, specific how-to advice from your actual work, and behind-the-scenes of you doing the job. Motivational wallpaper converts nobody. A clip of you being interviewed converts skeptics, because it's a third party treating you as worth interviewing.
Repurpose ruthlessly
One podcast interview is fifty short clips. One article is ten posts. One client win is a case study, a carousel, and a talking-head video. Creation is expensive; repurposing is nearly free. The businesses that look "everywhere" are mostly repackaging a small number of strong assets.
The 15-minute daily routine
Post once (from your repurposing queue). Reply to every comment. Leave five genuine comments where your buyers gather. That's it. Engagement you give is the cheapest reach you'll ever buy.
Measure what pays
Followers are vanity. Profile visits, link clicks, DMs, and booked calls are the numbers that eat. If a month of posting moves none of them, change the content, not the effort.
Ready to put this to work?
We place the coverage, book the interviews, and run the amplification, so the theory above becomes your search results.
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