Let’s say you publish marketing tips on social media.
You get a ton of engagement. People love it.
It might be a sign to publish more like that. The market is speaking, right?
Or is it?
What if it’s actually a trap?
If your goal is to win more ideal-fit clients, all that matters is whether your buyers are getting value from what you’re publishing. Enough that they reach out to do business.
If your peers love your stuff but don’t buy, it means you haven’t actually provided a business outcome for yourself. You’ve provided valuable content for the wrong person.
If, however, you publish stuff that drives leads, then that is a sign of what content to consider replicating next time.
Social media engagement is a fun metric. It’s addictive. The dopamine is real (*refreshes screen*).
But you know what’s even more addictive? Money. New deals. Client work in your zone of genius.
If you follow engagement without factoring in ROI, you might end up wondering why nobody is buying your stuff.
It might be that you’re speaking an entirely different language than the people you actually want to serve.
I’m not saying don’t write for your peers. Just make sure it fits with the rest of your client acquisition strategy.
—kevin