Do I Have to Post More on Social Media to Grow My Agency?

Almost every agency owner asks me this at some point: “Do I have to post more on social media to grow my agency?” No, you don’t. In fact, I discourage it for most agency owners. The instinct is good. Behind the question is a real truth: growing a business usually takes more or better marketing. So what is “marketing?” The clearest explanation I’ve heard comes from a book that isn't even about marketing: For the Culture, by Dr. Marcus Collins. He says “marketing” literally means “to bring to market.” And a “market” is “a set of players who interact in pursuit of exchange”. So to grow an agency, it makes sense that you need to reach a bigger set of players in pursuit of exchange for you to interact with. Posting more on social media can help with that. But the real reason agency owners jump to it so fast is that it’s the only kind of marketing they know. About 5.8 billion of the 8.2 billion people on Earth have at least one social media account. That’s roughly 70% of the world. So most…