Welcome to The Rachel Kurzyp Show.
Today I want to talk about why stress posting is hurting your business and what you can do instead.
I define stress posting as feeling pressured to post more content than what is actually sustainable for you. So even though you’re exhausted or not enthusiastic about what you’re sharing, you spend hours pulling an Instagram post together or crafting a last-minute sales email to your list and after you have hit publish, you never want to engage with that piece of content again.
You get a hit of dopamine from crossing create content off your to-do list, and you feel like you’ve done what you’re supposed to do, but when it comes to creating content the next day, the process feels even heavier than it did the day before.
The most damaging thing you can do for your business is posting and then ghosting. Many of my coaching clients are surprised by this because we’re being told by business coaches and social media strategists that we need to be posting every.single.day to attract clients and make sales.
You didn’t start your business to be part of the content mill. You built a business to serve your clients, and you can’t do that if you’re not having conversations with them and inviting them to work with you.
Many of my clients and community are prioritising content creation over every other activity. And this is one of the reasons why they aren’t seeing the income and client growth they expected. Often it isn’t the content they are creating but what they are (or aren’t doing) once it’s created.
If you don’t have the time, energy and creativity to invest in creating new content this week (or any day for that matter), here’s what you can do instead.
All these actions will still support you to say top of mind for your clients, encourage them to connect with you, build your expertise in your niche, support community growth for up-and-coming launches and everything in between.
And they will allow you to get off the content creation hamster wheel and reduce the stress and overwhelm you’re currently experiencing around your content.
Repurpose well-performing content
Don’t worry; no one will notice that you’ve shared the content before. Especially if you can go back and listen to episode 1 to learn more about my Top and Tail Method, which ensures your content is still as fresh and relevant as it was the first time you shared it (this is the same method I use in my business).
You want to reshare content that has generated your leads and sales, NOT just comments and shares. The former is a great indicator of what content is of value to your dream clients, so you know to create more content like this in the future.
If you have a content marketing strategy and key messages, this is a really smart thing to do because it will save you time and energy that you can invest in having sales conversations with your dream clients. Listen to episodes 40 and 75 if you need additional support creating these assets.
Invite people to work with you in the DMS
For many of my clients, personal outreach is where the magic happens. Your content is a conversation starter, and a lot of the time, your client will love it when you follow up with them. Many of my dream clients thank me because they often have questions, and I remove the what now/what if that’s preventing them from taking action.
If you have had conversations about working with a potential client in the past or you can see an individual liking your posts and watching all your sales content on Instagram Stories, reach out to them and ask if they’d be interested in taking the next step in your sales process. If they say yes, then you can send them the link to book a call or complete your application form.
Prioritise building your visibility
How amazing is the feeling when you walk up from a nap and see your dream publication would love you to write an article or you’re eating pot noddle on the couch and get a call from a new client who has been referred to you?
Both of these scenarios happened to me. And each time, it was a reminder that social media isn’t the only way I can reach and attract my dream clients and opportunities.
There are quicker and easier ways to book clients and make sales. I used to email past clients every three months with a business and life update and remind them that they could have my support. I had so many clients rebook this way, and it took me 5 minutes to send the email.
For years, I’ve been guest posting, speaking on podcasts and running my own workshops. These activities have bought me hundreds of thousands of dollars in business revenue over the past five years. And again, only took a few hours of my time each month.
Remember: social media is a long game and doesn’t always get you immediate results, and that’s OK. That’s why it’s important to use social media alongside other marketing strategies. You can listen to episode 72 to understand all your options.
Simplify your content creation process
Do you hold off on sharing content because you feel you need to create graphics or go Live on Instagram to share an update, and when Canva crashes or the light isn’t right, you don’t share?
I think we’ve all been guilty of this. Yes, it’s important to give your content the best opportunity to connect with your audience, but it’s not going to serve you or them if it remains in your drafts folder.
When you don’t have time to create graphics or go Live like you had planned, ask yourself: What was the goal of this content? And how can I achieve the same goal doing something else? In most cases, you can share the content in a less time consuming and energetic way and still get the same results.
One of my clients fell ill in the middle of her launch and didn’t want to go live, so instead, she shared text-based IG stories with a CTA to book a call with her for the following week, and she filled her remaining coaching spots.
So how can you simplify your content creation process and remove the pressure to have everything perfect?
Stop creating and consuming, aka take a break
If you want permission to step away from your laptop and get some fresh air and sunshine, this is it.
It’s easy to get caught up in the ‘doing’, and I know for me, much of my anxiety comes from the never-ending to-do list that I create for myself. Maybe it’s the same for you too.
When I’m feeling stressed and anxious, the last thing I want to do is create content, connect with my community and invite my dream clients to work with me.
While I’m not a huge fan of energetics in business, it does have its place. My clients and potential clients can definitely feel when I’m in flow, excited and empowered and when I’m tired and frustrated.
That’s why I prioritise rest, nature, exercise, seeing friends and enjoying life. I know that these activities fuel my creativity which I need to run and grow my profitable business. When I’m feeling aligned, the ideas flow and the clients, money and opportunities follow.
I hope by sharing this episode with you, you’ll see that there is value in taking thoughtful and considered actions in your business. And it will serve as a reminder that stress posting is not going to serve you, your business and community in the long term.
And before I wrap up this episode, I want to let you know that I have two 1:1 coaching spots left for the month of May. Currently, my coaching program is three months long, but after May, it will be a 6-month program due to the feedback I have received from my clients.
So if you know you want my support, guidance and accountability over the next three months as you continue to build your profitable business, head to rachelkurzyp.com.au/coaching to book a call.
Thanks so much for tuning into today’s episode.
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