Effective Facebook Posting Helps Build Connection and Authority

Avoid a common pitfall to make the most of your efforts.

To become visible online as a sex coach and to establish your authority as an expert in your field, you need to be active on social media. Facebook is the largest and most popular social network, so it is a great place for you to start growing your online presence.

However, because Facebook is so large and popular, standing out to the right people can be difficult — especially when viewers are often wary of promotional content. How can you leverage this platform’s popularity without getting lost in all the noise?

Alternate different content styles to be most effective on Facebook.

Videos (both live and pre-recorded), long text-based posts, custom graphics, photos, and sharing news articles and other people’s content are all great ways to add variety to your posts. This also allows you to reach a wider audience, as people tend to favor one or two styles of content over the others.

You also have different places on Facebook to share content.

You can post to your personal Facebook profile, your public or professional page, and in Facebook groups.

With all of the different ways of posting on Facebook, you need to be mindful of “Facebook Etiquette.” You don’t want to come across as “spammy.” People might view your content as spam if you’re bombarding your fans, friends, and followers with promotional posts or with tons of links from other people without pointing out the relevance of that content to your community.

Instead, the goal is to focus on building relationships with people online so that they will come offline to work with you!

Posting effectively on Facebook means posting content that establishes you as an authority, as somebody that people would feel comfortable to talk to, and as a good source for referrals. To do all this, we recommend following these guidelines:

1. Remember the purpose of Facebook is to connect with people and to create conversations. Ask yourself if the content you are about to post is about connecting with people, promoting a conversation, and is interesting to them. Just like in sex coaching, there’s a golden rule in marketing your business: make sure your primary intention is to help the person on the other side.
2. When sharing a news article or somebody else’s content, write a bit of commentary to explain its relevance to your community. Use this as your chance to voice your opinion, talk about what you liked/something you really didn’t agree with, pull a quote from the article, or ask a question. This is a way for you to define your unique voice and perspective online, and can serve as inspiration for you to create your own content.
3. If you are posting in a Facebook group, be especially mindful of the group guidelines. Many groups have a “No Promo” rule, so check in with yourself if the content you are posting is just promotion, or if it’s adding value to the group, and is in line with this group’s theme. Try to keep the 80/20 rule in mind here: 80% of what you share should be of benefit to the audience, while 20% benefits you. Sometimes, it’s alright to post a video that is mostly educational with a small call-to-action (to subscribe to your email list, for example) at the end — but this varies group-to-group, so be sure to review the rules or check with any group moderators if you’re unclear.
4. Be mindful that while Facebook is a social media platform, it isn’t a marketing platform. People go on social media typically to procrastinate, to be entertained, and to connect with others. Focus on giving real value with each of your posts — whether they are entertaining, inspirational, educational, empowering, or informative. Think about the things that you love to see in your feed. Posts that make you laugh, think, or say, “Wow, no way!” are the most likely to stop you mid-scroll. How can you inspire strong reactions from your followers? Get creative!

Building your presence on social media — no matter which platform it is — is about forming relationships with your followers. In the same way that you build relationships with your local community, you want to cultivate these online relationships, too.

Think about how you would speak to somebody if you were meeting them in real life. Would you just throw your business card in their face and then run off? Of course not! If you’ve been to any sort of networking event, you’ve no doubt encountered that person yourself: the one who couldn’t get their card into your hand quickly enough without offering anything of value. How quick were you to get in touch with them?

Make building relationships with people your priority rather than trying to become “famous on social.”

Find Facebook groups filled with the kinds of people you’re suited to help… and then help them! Look out for questions and calls for advice. If you notice patterns in the kinds of concerns people are having, create a resource that genuinely addresses this problem and provide it to those who need it, without asking anything in return.

You’ll find that being available, approachable, and happy to assist is the oldest, most reliable marketing strategy of all. It’s tempting to pitch, pitch, pitch when you’re ready to start working and earn money, but as with most worthwhile things, the process requires patience. It’s absolutely worth it — your next clients could be just a few clicks away!

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