It’s become universally known that consistent posting is the key to creating a social media buzz around you or your company. If you’re interacting with your audience on a daily basis, you’ll have the ability to capitalize on opportunities for engagement that your competitors are utilizing – or hopefully, you’re ahead of the curve and have a group of dedicated people hanging on each post while seeking information. That being said, having a successful social media marketing campaign is more than just posting daily.

When are your users searching for your information? What kind of content are people flocking to when seeking information about your industry? What’s happening in your business, or in the world, on the day you’re posting? It’s often said that if you ask the right questions, you’ll get the answers you seek. If you don’t know the answers to the questions above, it’s about time you start asking the person running your company’s social media (or the team behind your marketing strategy) if they’ve taken anything into account other than making sure there’s “something on the wall today.”

1. It’s all about YOU

It’s important for you to establish yourself as a thought leader within your industry. Peak seasons exist, regardless of the industry you are in. Capitalize on the times you know people are seeking out your services to post about the benefits of your product, why choosing YOU has made a difference for the customers you’ve already serviced, or any sales/promotions you currently are providing new customers. This can give you a boost in audience and that boost could then mean a lift to your company’s bottom line.

2. Post what’s happening in the world?

Social media success is dependent on taking into account trends. Every day, there are topics that are being discussed by millions of people worldwide. You can really do your brand a huge service by jumping into the conversation and, when brand appropriate, offer your thoughts or information on a trending topic. The conversation is already ongoing. Don’t be shy and jump into it to build your audience or engage the one you’re currently speaking to.

3. Pictures and videos can cut down conversation time

Be sure to utilize yourself, or an outgoing employee, as a brand ambassador in images and video your company shares. It’s one thing for your audience to consume articles about why and how they can utilize your service. Why not tell them yourself? There’s no better advocate for what you’re doing than you are. Take that passion that’s driven you to this point and actually TELL the social media world why they should choose you through instructional videos or by highlighting pertinent details to your business in that moment.

Everything you post on social media needs to be done so with purpose. Being consistent with how often you post is a great start. Once you’ve begun to establish an audience, be sure to vary your content in a way that can help you broaden and maintain an audience. This will ensure there’s something on your wall AND ensure that what’s there is what people are looking for.