Staying Relevant on Social Media

by | Jun 11, 2021 | Modern Selling, Plan.Grow.Do., Thought Leadership

Staying Relevant on Social Media

Awesome content but getting zero engagement? Worse, you’re not generating sales opportunities?

Using this trio will identify where it’s going wrong.

  • Audience
  • Time
  • Content

Let’s explore further

We’ve all been there, right?

Had that lightbulb moment or idea, an epiphany of awesomeness that the whole world simply needs to see to better their lives! This fantastic piece of content takes time, effort, resource and pure love and adoration on our part to create.

We make it look pretty, spell check, run the grammar checks and add our logos.


But then we go and post it on social media platforms across the web, and what happens to this game-changing piece of content?

Well…nothing. Absolutely nothing!

We are deflated, surely this was the one. This was the piece of content needed to change the world and have everyone flock to your community and hail you as the global though leader in your field. But then nothing happened.

Social media is rubbish” you cry! “Social media doesn’t work for my business, it’s a joke“.

Could it possibly be the case that these global mammoth platforms aren’t actually “rubbish” but maybe, just maybe, you are doing something wrong?

Read more about Social Media for B2B sellers 👉🏼 Social selling and social media for B2B business in 2021.

How to increase engagement on social media

We’ve made a lot of posts that miss the mark, they don’t create any engagement, are seen by minimal amount of people and then the algorithm gods deem the post irrelevant and it is slowly (or quite quickly!) bumped right down the timeline, never to be seen again.

All our hard work is lost!

In B2B there is a common thread that can be associated with the lack of engagement on your posts.

🤔🤔 But what stops you using social media for B2B sales?

The three factors affecting content relevance and engagement

Ok, so here goes…


Who do you want to see the post in the first place? If there is a disconnect between what you are saying, and who you are saying it to, why on earth should anybody listen?

If I have the fastest broadband available and the product is fantastic, download speeds are unmatched and unrivalled, but the region of the city I am selling it to does not have the infrastructure in place to facilitate such innovations…why would they engage or give me the time of day?

I could have the nicest, most succulent piece of beef, so rare and tasty it would be a crime not to try it! But then wait, if I walk in to my local vegetarian restaurant proclaiming the brilliance of the meat, do you really think people care or will engage me with anything favourable?

Truth is, you can have the greatest content and the best product, but if you are walking into the proverbial vegetarian restaurant with a hunk of beefsteak are you really going to capture the right audience?

This is what many people are doing online. They see social media as a catch-all, a free pass to immediate and endless traffic.

Too many people see social media as a catch-all, an endless free pass to the entire population, and by simply blasting out content to an audience as wide as possible, that this will garner results

How to start finding you relevant audience

In today’s digital world you need to start thinking about communities. 

What community can you be a part of, or what sort of community can you build, start offering valuable content, advice and positioning to a crowd of people who want to know more about what you do, but do not necessarily want to buy from you right now.


So we’ve mentioned finding the right audience to start creating better engaging and relevant content for your social media.

But now we need to consider the second factor affecting your content engagement; 


When are you posting your valuable content? Is it at a time when you stand the best chance of engaging your customers? By this I mean, are your customers in the right frame of mind or the correct buying state to engage your content?

Are your customers in the right frame of mind, the correct context, to stand the best chance of engaging with your content?

Finding the best time to post online

It is vital you concentrate on connecting with the right type of people.

If you don’t, you risk having a lot of irrelevant people in your network and you will be simply taking a toilet break in the wind when it comes to social media content relevance!

With your social media platforms, quality over quantity rules the day!


Is this the key to brilliant engagement?

Ok, so content is a huge topic as it’s important to mention here in the context of social media relevance and engagement.

The type of content your customer wants to see is vital to understand.

Video is imperative too but what other forms of delivering your message can you think of?

Infographics, downloads, blog posts, education posts?

We’ve have highlighted content as the third factor of your social media lacking engagement simply because the vehicle you use to deliver your message is absolutely vital!

Learn more about how you use or content here 👉🏼 Content in context. The right message at the right time.


Relevance is a super important factor for your business.

It will become more and more prevalent across all sectors and if you are struggling with engagement on social media then we pointed out you are most likley missing one or all of these 3.

  • Audience
  • Time
  • Content

Chances are you engagement is suffering because of one of these three things.

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