How to rebuild your social content so it actually works for you

So if you’ve been following along, I’ve been diving deep into starting my consulting business. As part of that, i’ve started to make social content on Tiktok and Instagram

I was in the middle of editing a TikTok when I all of a sudden stopepd and thought, wait, why am I doing this?

Like i know in theory why i’m doing it. To try exposure for myself. But on a deeper level, what’s this actually saying about me? What’s it driving back to? What’s the value of my time here?

I really had to catch myself. I’ve spent 20 years really thinking this through for brands, but literally just jumped over my why doing it for myself. I know what awareness is for. I know why a campaign with no conversion isn’t that helpful

And sitting with my laptop open, I couldn’t tell you what the TikTok was for.

So I sat with it for a while.

The answer I keep coming back to is that I need people to know I’m available for marketing consulting. And I need to show that I’m a leader in this, not just someone with opinions about it.

That’s the whole thing. Two lines.

I know how basic that sounds. But I’d been posting for views, without being more thoughtful.

This is when I really started to think about building my flywheel. This doesn’t just apply to consultants, but marketers hoping to build their brand as well.

This is the topline question to ask yourself. Actuallysit with it, don’t skim past it.

Before you even decide to post on Linkedin, Twitter, Instagram, whatever. What are you actually trying to do?

Not what you post. Why. What does it do for you. How does any of it go against a final goal of yours.

“Views” is sometimes the default answer. This last week I had my first real success An Instagram Reel about a Beefeater Gin campaign hit 12,500 views. It’s funny how for a brand, that might mean not a lot. For me at first I thought, ok thats big numbers when I’m trying to drive my consulting business. But then I realized, I got 2 new followers and only 3 clicks to my website from my profile.

So was my content actually getting people to take the action I wanted, or did i need to rething my goals?

Because just saying I want to “build a personal brand” or “build my consulting business” isn’t enough without really thinking about how your content feeds it.

Because a brand isn’t a goal. It’s a means. It’s the thing you build so something else can happen. So what’s that something else for you? Land a job? TGet clients? Maybe sell a product?

You gotta be specific because everything downstream depends on you figuring it out. A vague answer produces a vague funnel (which i’ll talk about it in a bit), and a vague funnel produces nothing. You know this. You’d never let a client get away with “we want to build awareness” without any more context or KPI’s.

Here’s the real test. Someone reads your viral trending post. They like it. Are they liking it for the reason that points them in the direction fora n action you want them to take?

Where do they go, and what do you want them to do when they get there?

Honestly I thought I had an awesome website. But once I watched my reel, went to my profile, and clicked nad opened my website, in that context i didnt think it was that good.

So here’s how to really think through each of your social platforms, how to define all your context, and build towards something that really works hard for you. It’s how I’m doing it, and I think you can learn from my mistakes already.