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Creating a Community of Loyal Clients

Once your website is up and running and the ink is dry on your business cards, it is time to think about the ins and outs of generating leads and creating a fan base of supporters. 

In order to do this effectively, we need to think about the way that relationships typically develop. First, people need to get to know you; then, they get to like you; and finally, they begin to trust you. Once the trust has been established, people will be more inclined to listen to you, perhaps want to do business with you, and even refer you and your business to their friends and family. 

So, what factors are important when working to grow your audience? 

I wrote in detail about this topic on WordPress, and you can check that out here, if you’re interested in reading more. 

To summarize though, consistency is key. Posting meaningful content (that is purposeful and adds value – in terms of education, information, or even some light humor) on social media every day will keep you and your business front of mind for your audience. 

It takes time to learn WHAT type of content resonates the most with your audience, and also WHEN your audience is most likely to see and engage with your posts. Be patient with this trial and error phase as you work to develop what Forbes calls, “a relationship-based business.” 

Once you have engagement (i.e. people are liking and commenting on your posts) you can continue to nurture these relationships by reciprocating on their posts, and by striking up authentic and genuine conversations. Consistently making new connections, establishing common interests, and even sometimes by sharing your expertise, are all very important ways to gain new leads. 

People so frequently ask, “how often is TOO often to post on social media?” 

Well, remembering that newsfeeds on social media travel at the speed of light, we shouldn’t be afraid to post several times a day on various platforms. Ensure that your content is “on brand,” doesn’t come off as “sales-y,” and is offering VALUE to your audience. With that in mind, here are some general guidelines about frequency: 

  • Instagram and Facebook – 3 times per day 
  • Twitter – 5 times per day 
  • LinkedIn – 3 to 5 times per week 

In terms of an email newsletter, studies have found the highest open rate to be on Tuesdays, and that consistency is also crucial – weekly at most, bi-weekly ideal, and monthly at a minimum. 

I hope these strategies prove helpful as you enter this important and exciting phase of your business. 


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