Oh man, this one is a big one for me. The pressure to constantly be posting things; it can totally steal my joy. How do we make social media marketing feel less draining? I mean, we have to be present on social media these days if we want to continue booking clients, right?! What would happen to our businesses if we just stopped posting regularly?

It doesn’t have to be all or none. And like always, I am sure I can take my own advice on this because sometimes I am not as organized. Curse of the creative I tell you. It’s hard to sit down and organize things because I work well in chaos, including a war zone looking desk. I also work well when things are not as chaotic and see the benefit of being organized with everything, but I am who I am.

This chaos also entails being a crazy, busy mom to two little girls on top of trying to balance many other things in my life including exercising, marriage, free-time, family commitments, running a wedding and portrait business and maintaining this blog.

When is it not chaotic?

So as I am typing this, it makes me think about the things that I have done that have effectively helped me not feel as pressured to be posting all the time.

1. Optimize Your Website’s SEO:

This is HUGEEEEE. When I first started my business I spent my time, and not my money, on learning SEO. This has been the biggest payout for me ever, because I can sit back and inquiries come to me because I am easy to find. I rank on the first page of Google (most of the time) for keywords like “Denver Wedding Photographer,” “Fort Collins Senior Photographer,” “Colorado Wedding Photographer,” and several more. It takes a lot of front end work, but once you are there it is pretty easy to maintain. You do have to check on it often (every 1-2 weeks ideally)  to make sure algorithm changes haven’t hurt your ranking, or that you haven’t been bumped down by competitors. If you are bumped down you can fix it pretty fast though. You just have to be vigilant.

2. Schedule Your Posts:

There are some RAD companies out there that can help you with scheduling your posts, whether you are using Instagram, Facebook, Twitter, Google+, Pinterest and more. Some of them are free and some of them have subscriptions to match your level of activity. Some awesome companies to look into are Buffer, Hootsuite, and Meet Edgar. Every company has their own unique features which may or may not be a better fit for you. Each of these companies allow you to schedule posts for multiple social media networks. I personally use Buffer for my Facebook Page, Facebook Groups, Twitter and Pinterest.

Instagram has some awesome scheduling companies like Planoly and Later (their free account gives you 30 posts per month each). The Instagram companies do not automatically post for you, but they push notifications to your phone when it’s time to post. There are some companies that do automatic posting, which I am not against at all, but you have to use them at your own risk because Instagram wants to keep everything organic.

For Pinterest, also look Into Tailwind Tribes (JOIN MY TRIBE HERE). I am totally new to this and super excited to learn more, but the Tailwind Tribes seem to be an AWESOME automation tool for Pinterest. Essentially, you join a tribe (very similar to a group board) and post your own content into the tribe. For every pin you post, you re-pin something else in that group to one of your Pinterest boards (the board tells you how much to post, i.e. 1:3 ratio of your pins to other pins). You can schedule these pins to pin for you over the next week too. It is a great way to get your stuff seen and to avoid looking at your Pinterest for a week. It’s a win, win!

3. Figure Out What You Want to Focus On:

When you know what areas you want to focus on, it will be much easier to focus instead of trying to do all things and be all things to everyone. This is completely true with social media. Decide where your target client hangs out, and market there. Don’t try to market on every social network out there. I personally push posts through to Google+ and Twitter because it’s easy on Buffer, but I don’t spend time writing new content for them very often so to me they are pretty much non-existent networks. I spend my time on Facebook and Instagram right now (for my blog), and am about to up my Pinterest game because I don’t know how much longer Facebook and Instagram will be good for marketing.

4. Tell Yourself To Chill:

When we see someone else posting all the time, it makes us feel like we are inadequate or not marketing our businesses very well.

This couldn’t be further from the truth. Perception is not always reality, and sometimes the people who are not posting all the time are making much more money or being much more efficient than the person who is blasting social media. Now I will say, this depends on your industry. If you are an online retailer, then posting often is probably in your benefit. But, not everyone has to post like crazy to get business. You need to figure out where your clients are coming from, and FOCUS on that source and maybe 1-2 other arenas. Do not spread yourself too thin over all of the social media sites, and do not do something just because you feel like you have to. There needs to be a purpose behind it, and that purpose needs to drive you towards your target client and bring in a monetary return. It’s a waste if it doesn’t.

A personal example of this for me is when I moved to more of an In-Person Sales Method with my photography company. My clients pay a session fee and then we do an ordering session. Because I do not include digital images in my packages, I rarely post sneak peeks on social media before my ordering sessions because it will kill my sales. I am still active on my accounts, but not nearly as much as I used to be. I still get clients though, and make 3-5x more than I used to per client because of this. My main sources of marketing are excellent SEO, client referrals and Facebook. Instagram has helped me with senior picture clientele, but hasn’t really helped with other aspects. You do have to be adaptable and open to change though, because things do change and what once worked won’t always work, but just know where your time spent is important. I also truly believe in investing in your clients because they will be your biggest cheerleaders.

5. Give Yourself 1-2 Days A Week To Step-Away:

Yes, I said it. STEP-AWAY from social media. This is much easier if you schedule stuff if you tend to be a worrier. But, if you don’t, it’s okay too. Our society is so instant gratification oriented, and social media can totally intensify this. Even your brain releases dopamine when you see post likes and activity. It’s addicting. But once again, perception is NOT ALWAYS REALITY. You have to draw those boundaries with yourself. You are the only one who can. So yes, step-away and let your automation systems do the work for you, or just let yourself be free of the stress for at least 1-2 days a week. It won’t kill your business, and people might actually respect that you have chosen to draw business boundaries for your own self care. Your family will appreciate it too.

So the lesson is….

Optimize
Schedule
Specialize
Chill
Step-Away

Do NOT let social media steal your joy.

And if you need a break, TAKE A BREAK. If you are not seeing a monetary return in the channels your choose to market, then try something new. Sometimes pushing through the burnout is important, but it can also be a sign that you need to try something new, which will most likely be scary, but also refreshing.

You got this, Mama!