I’m seeing more firms show up online — and on the surface, that’s a good thing.

They’re posting.
They’re “active.”
They’ve hired someone external to help.

But here’s the part that’s hard to ignore:
most of that content isn’t actually doing anything.

I can usually tell when social media has been outsourced to a vendor who doesn’t understand strategy. The posts look fine. Polished, even. But they’re disconnected from any real positioning, message, or business goal.

And that’s the problem.

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Posting Is Not a Strategy

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There’s a growing belief that simply being present on social media equals marketing.

It doesn’t.

Birthday posts.
Work anniversaries.
Team photos.
Generic “thought leadership.”

If your goal is to show culture or internal community, that’s fine.
But let’s be clear: that is not client acquisition.

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That’s tactics without strategy — and it’s one of the fastest ways to waste time and money.

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The Question to Ask Before You Post Anything

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Before you publish another piece of content, ask yourself:

What is this actually supposed to do for the business?

Is it:

• Attracting the right type of client?
  
• Reinforcing a clear point of view?
  
• Supporting referrals and credibility?
  
• Educating your ideal audience in a meaningful way?

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If the answer is “I’m not sure,” that’s not a failure — it’s a signal.

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Stop the Tactics. Build the Foundation.

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If your content isn’t working, the solution isn’t to post more.

It’s to step back and clarify:

• Who you serve
  
• What you’re known for
  
• Why someone should choose you
  
• What perspective you bring that others don’t
  

Without that foundation, no amount of posting will win you clients.

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In fact, I’d argue this:
many firms would be better off pausing social media entirely and redirecting that energy into getting their positioning right.

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Not Everyone Should Be on Social Media

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This might be unpopular, but it’s true.

Not every firm needs to post on social media.
Not every advisor should outsource content.
Not every leader should feel pressure to “be active.”

Social media only works when:

• You have a clearly defined niche
  
• You’re committed to that niche
  
• You have a point of view you’re willing to stand behind
  
  

If those pieces aren’t in place, digital tactics won’t help — they’ll just create noise.

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What to Do Instead

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Before investing another dollar in marketing execution, invest in clarity.

Get aligned on:

• Your niche and ideal client
  
• Your differentiation
  
• Your message and narrative
  
• The role marketing actually plays in your growth
  
  

Then — and only then — tactics like content, social media, and outsourcing start to compound.

Marketing isn’t about doing more.
It’s about doing the right things, in the right order.

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And the firms who understand that will stop spinning their wheels — and start seeing real results.