Get More Mileage From Your Social Media Posts

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Hi reader,

Let’s say a friend of yours is starting a brand new business and they come to you for advice. They want to start sharing their ideas and reaching their audience online, but they’re not exactly sure where to start. So naturally, they assume the easiest place to start is social media.

What do you tell them?

I get why social media seems like the easy answer, but it’s actually one of the most resource-heavy platforms out there. That’s why I always advise my clients against putting all their eggs in that basket. 

So, what should you do instead? Here’s what I recommend…

Today’s advice to grow your business

Take a multichannel approach to sharing content with your audience.

Posting on social media takes a lot of time and effort to get even minimal engagement. And even then, the lifespan of your posts is incredibly short. For small business owners with limited time and budgets, it simply doesn't make sense to pour resources into content that disappears so quickly.

Taking a multichannel approach means sharing your content across multiple platforms, rather than relying on one. Instead of spending all that time writing a post and publishing it to social media, you’d use that same idea to create a blog post, an email to your subscribers, or even a tool for your customers. These are the spaces where your content has a longer shelf life and where you own the relationship with your audience. 

Once you've established this foundation you can easily repurpose the content across social media. But the point is, it should be the last step…not the first. Basically, social media should be used as a way to extend the reach of your valuable content – not the only place it exists.

Here’s how this will benefit you

Own your audience and build stronger relationships.

Prioritizing channels that you can control helps you build a more direct connection with your audience. You're not relying on a third-party platform to deliver your message; you're in control. You're building an asset that you own and control, not just renting space on someone else's platform.

This direct ownership translates to more predictable engagement and a stronger connection with the people who matter most to your business.

Reach more of your ideal customers.

A multi-channel approach allows you to cast a wider net.

Some people might discover you through social media, while others might find you through a search engine or subscribe to your newsletter. Each channel serves as a gateway to your broader online presence, driving traffic back to your owned platforms where you can nurture leads and convert them into customers.

This diversified approach expands your reach and increases your chances of connecting with more of your ideal customers, wherever they are online.

Your first step

Redistribute your most recent social media post to an owned channel.

Take the last piece of content you shared on social media – whether it’s a video, a photo, or a full-length caption – and give it a longer life. 

Pull out the key points or expand on the topic in a blog post on your website. Or use the core message as inspiration for an email newsletter to your subscribers. If you’re feeling really ambitious, you can even turn the post into a short, downloadable guide or checklist that you can use to get more email sign-ups.

There’s really no wrong way to do it. The main takeaway here is that you don't have to start from scratch every time – remember, time is your most valuable asset! 

If content’s not your thing and you need help, just let me know. You can always hit ‘Reply’ to get in touch. 

Best,

Jono

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