Ask the expert: How regularly should I be posting content on my website and social media channels?

Q: How regularly should I be posting content on my website and social media channels?

A: People often assume that social media feeds need to be constantly updated to get the most out of it. However, it’s not all about volume. It’s marketing 101 to know your audience and understand what attracts them, what their interests are, and what makes them purchase. Build a persona for your typical client, thinking about their age, gender, salary, family, goals, fears and values. Once you’ve got that locked down, try to build a picture of their social media activities, as this will help you craft your content. Which social networks do they use and how active are they? What kind of content do they engage with? Once you know this you can build your content themes. For example, if I’m targeting a female demographic who like content about celebrities, fashion and looking great, I might run content throughout the week split between advice about on-trend outfits and celeb beauty tips, and treatment offers and promotions.

You might be able to post multiple times a day, but the majority of salons are just about scraping by with a handful of posts a week, which is completely fine. I always advise a good mix of content that is easily shareable and provides value, such as fashion tips, alongside some commercialfocused content, like treatment descriptions or promotions. Finding out what works best is really about understanding your audience; remember it doesn’t have to be expensive or lengthy – just get to the point. In my opinion, there is no such thing as too much, as long as you are achieving a good mix of content that provides value and is of interest to your audience, meaning they share it, and you get brand awareness.

James T Fletcher is co-founder of GenYSocial, a social media agency focusing on engagement through events and channels management. He has a degree in digital marketing and previously ran sales and marketing at a tech start-up.