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When you're building a B2B social media strategy, one of the first questions that comes up is “How often do I need to post?”
Closely followed by “Do I need to be on every platform?”
And fair enough. After working out what actually works on social media and what to post (which we covered in the last two blogs), the next step is figuring out how to keep it going without it taking over your week.
There’s a lot of “experts” out there telling you to show up everywhere, all the time, and ‘own the algorithm’. Which sounds exhausting. And it is exhausting.
You don’t need to post every day
Let’s start here because this one causes the most panic.
You do not need to post every day.
I repeat… YOU DO NOT NEED TO POST EVERY DAY.
In fact, most B2B businesses shouldn’t.
You’re not trying to win the algorithm or go viral. You’re trying to stay visible, build trust, and show consistency. That’s it.
For example, posting two to three times a week on the platform where your ideal clients are already active is more than enough. That might mean LinkedIn and Facebook. Or maybe it’s just LinkedIn.
It depends on where your ideal clients are and where you’re most likely to actually get your social media content out there.
What matters is showing up regularly with helpful, relevant content. Not flooding feeds for the sake of it. So if you only have enough valuable content to post once a week, then that is perfectly acceptable. And don’t beat yourself up about not being able to post more.
I tell every single one of my clients, its quality over quantity every time.
Focus on one or two platforms
There’s a lot of pressure to “be everywhere”, but unless you have a dedicated in-house marketing team, it’s not realistic. Or necessary.
Being consistent on one or two platforms will always be more effective than being inconsistent on five.
For example, if you know your ideal clients are checking LinkedIn during the week and use Facebook in the evenings or on weekends, stick to sharing content on those two platforms.
If you’re comfortable with short videos and your team is on the tools a lot, Instagram might be a good fit too… but only if your ideal clients are active there as well.
Start with what feels manageable. You can always add more later.
The goal isn’t reach for the sake of reach – it’s being visible to the right people.
Use what you already have
A lot of B2B businesses think posting regularly means creating a brand-new piece of content every time. But it doesn’t.
You can repurpose content you’ve already written, said, or sent.
For example, if you’ve written a blog or email newsletter, break it into two or three short posts. If you’ve answered a client question by email, take that answer and turn it into a quick post. If you’ve given a client a tip on the phone, that tip probably deserves a post too.
You’ve got the content. You just haven’t labelled it as content yet.
Create a rhythm you can stick to
It’s not about sticking to a strict schedule that’s unrealistic. It’s about finding a rhythm that works for your business.
That rhythm becomes part of your B2B social media strategy – something you can repeat and refine over time.
For example, you might post something practical or educational early in the week, then something more conversational or behind the scenes later on. Or maybe your rhythm is one post a week, but it goes out like clockwork.
Either is fine. The key is keeping it sustainable so you don’t disappear for a month, then try to post every day to make up for it.
Consistency builds trust. Erratic posting doesn’t.
Keep it simple behind the scenes
You don’t need a complicated content calendar or fancy tools. Just something that helps you plan and stay organised.
For example, keeping a running list of post ideas in a spreadsheet or Notes app can make a huge difference. You can then batch a few posts at once when you’ve got time and schedule them out.
Even writing your captions into your calendar as a task can help you build a habit without feeling like it’s another big job to do.
Simple systems are often the ones that get used. For me, I plan out the post topic a month in advance in an excel calendar. If I’m repurposing blog content I’ll add a note to the topic with the excerpt of the blog I’m planning to use. Then I create the content on a weekly basis.
It’s all about finding what works for you and going with that.
Want to make it easier?
If you’ve been trying to show up online but feel like you’re always behind, you’re not alone.
In the next blog, I’ll show you how to stretch your content further so your B2B social media strategy doesn’t rely on constant creation.
It’s all about working smarter with what you’ve already got.
And if you’re ready to hand it over completely, let’s talk. I can help your social media happen without the stress.
