Digital Directions: Where, When, and Why to Show Up Online

In today’s episode, we’re diving deep into the world of marketing—but don’t worry, I’m going to break it down in a way that feels less like a marketing lesson and more like a casual chat with a friend. Whether you feel overwhelmed by the digital space or are unsure of where to start, this post is for you!

Feeling Overwhelmed by Social Media?

If you’re feeling lost in the sea of social media platforms and marketing strategies, you’re not alone. It’s easy to feel like you have to be everywhere at once, especially when you see people killing it on TikTok or Instagram. The reality is, you don’t need to be on every platform. Instead, let’s figure out where you should be.

Breaking It Down: Where to Show Up Online

First things first: Social media is here to stay. But with so many options—YouTube, Pinterest, TikTok, Instagram, Facebook, LinkedIn, and more—it can be hard to figure out where you should focus your energy. Here’s a little secret: You don’t need to be on every platform. Start with where you feel most comfortable.

For me, it’s Instagram and Pinterest because I use them in my everyday life. If you’re comfortable on a platform, you’re more likely to show up consistently. And consistency is key.

Three Key Questions to Ask Yourself

When figuring out where to focus your digital marketing efforts, start by answering these three questions:

1. Which platform are you most comfortable with?

This is a big one. If you’re not comfortable, you won’t post regularly. So start where you feel at ease and excited to share.

2. Where is your ideal client hanging out?

Think about the demographics of your target audience. What social media platforms are they using? Are they engaging with Instagram, TikTok, or Pinterest? Knowing where they hang out will help you show up in the right place.

3. Can the platform work as both a “push” and “pull” engine?

A “push engine” is when you push content out to your audience, like ads or social posts. A “pull engine” is when people search for content—think Google or Pinterest. Platforms like Pinterest or YouTube act as both. The key is to show up when your audience is ready to engage with your content.

Push vs. Pull Marketing: What’s the Difference?

Understanding the difference between push and pull marketing can change how you show up online.

• Push marketing is when you put your content in front of your audience without them actively seeking it out. Think Instagram posts or emails.
• Pull marketing is when someone is actively searching for something. They’re pulling content towards themselves—like when they search on Google or Pinterest.

With pull marketing, you’re reaching a warmer audience because they’re already looking for what you offer.

Consistency Is Key: When to Show Up Online

One of the biggest questions I get asked is, “When should I post?” Here’s my advice: It doesn’t matter at first. What’s more important is that you create a schedule that works for you. Whether you post once a week or five times a week, the goal is consistency.

By posting regularly for about three months, you’ll gather enough data to see what’s working and what needs tweaking. Social media and digital marketing are long games, and consistency will help you build a strong foundation.

How Often Should You Post?

If you’re not posting at all, start with once a week and work your way up. If you’re posting every day and not seeing results, consider scaling back to focus on quality over quantity. It’s all about finding what works best for you.

Understanding Your “Why”

Why are you showing up online? What’s your ultimate goal? Are you looking for leads, brand awareness, or growing your email list? Knowing your “why” will guide your strategy and help you stay focused on your goals.

For example, when I do social audits, many clients tell me they want to generate more quality leads. But the key to attracting quality leads is educating your audience. There’s no such thing as a “bad” lead—just someone who isn’t familiar enough with your business yet.

Creating Content That Connects: Content Pillars

I recommend choosing 3-5 content pillars that align with your goals. These are the main themes you’ll focus on for your posts. For instance, if you’re a photographer, your content pillars could be:

• Behind the Lens: Share behind-the-scenes content, tips, and tricks.
• Portfolio Showcases: Highlight your best work that aligns with the clients you want to attract.
• Client Testimonials: Share feedback from past clients or talk about your process for new potential clients.

Growing Your Email List: Why It’s Crucial

One of the most valuable things you can do with your online presence is to grow your email list. This gives you a way to connect with your audience on a deeper level and nurture relationships. You don’t own your social media followers, but you do own your email list.

A great way to grow your list is by offering something of value. For example, if you’re a photographer, you could offer a free downloadable guide on outfit ideas for family portraits. Or you could create a style guide with affiliate links to recommended clothing.

The Bottom Line: Just Start and Test

There’s a lot of advice out there, but the best way to figure out what works for you is to just start. Test things out, track your results, and be willing to adapt. What works for someone else might not work for you, and that’s okay. The key is to stay consistent and keep learning.