Ruthie Sterrett (00:02.262)
A typical pattern that we see and many agencies see quite honestly is in month one, the client gets a big boost in engagement and impressions because we're now showing up consistently. We're getting content out there on the regular. In month two, we often see a slight dip as the algorithm recalibrates and audiences adjust. This is not the time to panic. In month three,
We typically get back to a steady, measurable rise as strategy kicks in. And if it doesn't, we adjust the strategy. But we know that social media takes time to take root, and so we track metrics monthly, but then optimize based on 90-day or quarterly patterns. We're not chasing viral hits, we're building momentum. And we're also paying attention to what's happening with your competitors, what's happening on the platforms.
and what's working across the industry. So let me be clear. Most founders, most business owners, most social media marketers make the mistake of focusing on the wrong numbers. Yeah, I'm looking at you follower count. The truth is the right metrics honestly depend on your business goals. If you're trying to build awareness, it's all about reach and impressions. If you want deeper engagement, saves, shares and comments are really what matters.
And if your goal is conversion, clicks, DMs and link taps are what we need to be paying attention to. And yes, you can do all three, but not with one single piece of content. Every piece of content needs to have a job, a job description, and then every job has a metric. In the show notes, I have actually dropped a link to a metrics that matter cheat sheet, which shows which metrics we pay attention to based upon different business goals.
Typically, I will ask our clients to rank their top three business goals so that we know what we need to be optimizing for as we create a content strategy. three posts a week often isn't enough. And you probably, I'm just like being brutally honest here and I'm sorry to say this, but you probably do need more content than you think because more content actually gives us more data.
Ruthie Sterrett (02:28.418)
But we're not going to post just to post. So like I said, we want to understand the business goals. want to understand what the competitive landscape looks like. And then we're going to recommend a volume of content that actually matches your goals and your budget. Because the worst thing that you can do is post inconsistently, like up and down, up and down, up and down. That truly is bad for the algorithm. Track the wrong things and then expect results that content alone
cannot actually deliver. So here's what you can expect when we manage your content. We will track a custom set of KPIs based on your business goals and deliver a monthly metrics report along with a like two to five minute loom summary so you don't have to look through 10 pages of slide decks. It's in a spreadsheet. I'm going to walk you through the spreadsheet and I'm going to give you a like executive style summary with notes if you don't even have time to watch the loom video.
Soon, we'll also be sharing some more case studies about how this works in action and actual results that we got from our clients. So stay tuned to social media to see some of the case studies for what's working for our clients. But remember, no one post can do everything. Most content can do one of three things, attract, nurture, or convert. And sometimes it can do two of the three things.
So we need to have a strategy to make sure we're hitting all of those three things with your marketing game plan. It doesn't all have to be from social media, but where is it coming from? And then let's not forget that without consistent execution, even the best data won't tell you much. One post is not going to tell you the whole story. We need enough data to actually have an analysis of what's going on.
If you're ready to stop guessing and start making strategic content decisions, keep listening because in episode seven, we're wrapping it all up with a peek behind the curtain of how our agency supports founders just like you through every single step of content delegation and making social media work for you. If you're already thinking like, okay, yeah, I need this ready, Ruthie, I am ready. You can go ahead and book a call right now using the link in the show notes and we'll have a conversation.
Ruthie Sterrett (04:55.406)
and see if your brand is a fit for one of our custom content packages. I want you to know that you do not have to do this alone. You can take social media off your to-do list. And we want to get your message working for you because we care so deeply about your mission. We're already cheering you on, and I so appreciate you listening to the delegation download to get your roadmap to get social media off your to-do list.
