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originally posted to www.carnsight.com 

 

We’ve all had that moment when watching someone being interviewed on BBC Breakfast, or you hear their voice on a top-tier podcast like Diary of a CEO, and you think, ‘How did they get there?’ 

It’s tempting to believe that these opportunities just happen. That someone spotted their brilliance and handed them a mic. But the reality is that that moment is the tip of the iceberg. What you’re seeing is almost certainly the result of years and years of strategic PR groundwork. 

Big PR doesn’t happen in isolation. It’s built on a foundation of visibility, credibility, and consistency. And if you’re hoping for your own ‘big moment,’ it’s time to start thinking about the steps that come before that.  

 

Big PR is never just big PR 

When we talk about ‘big PR,’ we’re talking about the kind of exposure that reaches huge audiences; national TV, major podcasts, top-tier publications. But those platforms don’t take chances. They don’t book guests or feature stories based on a hunch. They look for people who’ve already shown up, spoken out, and built trust in their space. 

Just like those viral post influencers who sky rocketed to fame had actually been posting content for years, big PR moments are possible because of all the smaller pieces coming together.  

That means: 

  • Being quoted in relevant trade publications 
  • Having written thought leadership pieces 
  • Having built relationships with journalists 
  • Having shown up consistently on social media 
  • Having shared your expertise in ways that are useful and engaging 

These smaller, strategic moves are what make the bigger ones possible. 

 

Building a publicity trail 

Think of PR a bit like a trail of breadcrumbs. Each piece of coverage, each blog post, each expert comment is a breadcrumb that leads people to you. When a journalist is researching a topic, they’re looking for someone who’s already visible. When a podcast producer is scouting guests, they want someone who’s already proven they can speak with clarity and authority. 

If you haven’t laid that trail, it’s so much harder to be found. 

 

The myth of being in the right place at the right time

Yes, timing matters. But being in the right place at the right time only works if you’ve already done the work to be ready when the moment arrives. That ‘lucky break’ is usually the result of being consistently visible and credible.  

Preparation looks like: 

  • Having a clear message and point of view 
  • Being media-ready (yes, that includes knowing how to speak in soundbites!) 
  • Building a portfolio of coverage that shows you’re trusted and relevant 

   

The spotlight isn’t the start – it’s the result 

The next time you see someone on a big platform, remember they didn’t just arrive there. They built their way there.  

Big PR moments are exciting, but they’re not magic. They’re the result of considered, strategic, consistent work. And it all starts with laying a solid foundation.  

We work with a number of clients who are hesitant to post about their employees on social media. The reason? A fear that showcasing great talent might lead to that talent being poached. 

And I can kind of see it. When you’ve got someone exceptional on your team, you naturally want to protect that. But there’s a flip side: by keeping your people behind the scenes, you might be missing out on something even more valuable. 

Your people are your brand. 

People want to connect with people. They want to see the faces behind the work, hear the stories, and understand the culture. When you celebrate your team publicly, you’re not just giving them recognition, you’re giving your brand a face and a voice.  

Employee advocacy is one of the most powerful tools out there. It builds trust, humanises your business, and helps attract future clients AND future talent. And when your team feels seen and valued, they’re more likely to stay. 

If the fear of poaching is really strong, it’s worth asking: what’s keeping your employees loyal? 

Because the truth is, if someone’s going to leave, they’ll leave whether or not they’re featured on your Instagram grid. What keeps people is culture, growth, and a sense of purpose. And public recognition plays a part in that. It shows your team that you’re proud of them, that you value their contribution, and that you’re willing to invest in them.  

 So yes, someone might notice your brilliant employee. But they’ll also notice the culture that supports them, the leadership that celebrates them, and the brand that’s confident enough to share its strengths. 

Fear of poaching is common and understandable, but it really shouldn’t be the reason you hide your people. Instead, focus on building a culture that makes them want to stay! Celebrate them. Support them. Let them be proud to represent your brand. 

When your team thrives, so does your business. 

It’s only been recently that influencer marketing has hit brands, but it’s currently coming at full force. Deemed a more authentic, more trustworthy form of advertising, people connect with the people on the screen in front of them. It feels less intrusive, like getting a recommendation from a friend compared to a billboard ad shone at you.  

And if you’re a brand starting your influencer marketing, there’s a few things to keep in mind. Knowing the difference between projects and partnerships, and what they can actually achieve for your brand, means you’ll be able to not just use influencers, but use them well.  

 

Projects

For product launches and seasonal promotions, short term influencer projects can be effective for quick results, and grabbing attention fast. This usually doesn’t require a contract, and it’s a good way to test the waters with your chosen influencer, and make sure the messaging works for both parties.  

Projects are a more budget-friendly alternative, and they can even be used for A/B testing, if you want to test various influencers’ content before committing to a long-term relationship.  

But of course, any quick burst of engagement will have drawbacks. If it’s a one-off post, the majority of the influencer’s audience will ultimately miss the message of your brand. Whilst projects are good in a time crunch, there’s also a higher risk of error, whether that’s logistical (like a missed item in a PR package), or in brand messaging (if the influencer doesn’t fully understand your brand).  

So yes, projects will grab attention quickly, but at a time with so much content across social media, you’ll lose that attention twice as fast.  

 

Partnerships  

When you opt for a long-term influencer partnership, you’re essentially promoting them to be a brand ambassador. They learn your brand inside and out, and their content reflects this. Through various campaigns, you have a real opportunity to have someone advocate for your brand in an authentic, credible way. And with influencer marketing firmly on the rise, audiences can tell when an influencer actually believes what they’re preaching, instead of when they’re just being paid to press post.  

For long lasting impact, influencers are great for championing a brand to a niche community. More and more we’re seeing micro and nano influencers develop a focused audience, with higher levels of engagement and trust. There’s a lot of power in being able to say you’ve followed a creator since day one, and a lot of audiences are here for being a part of that journey. So if you get your influencer talking about your brand early days, your brand awareness grows as their audience does.  

This trust works for a variety of businesses, but is particularly important for healthcare and cosmetic sectors. We’ve set up influencer partnerships for a hair transplant surgery, and having that time to build a relationship is key in providing reassurance to the influencer. When you’re showing a physical transformation, whether this is a hairline restoration or any aesthetic ‘tweakment’, you need an ambassador to show others your expertise, and let the long-term results speak for themselves.  

Partnerships require a lot more strategy, time and money, so it’s not something to jump into without being fully prepared. Stay flexible, keep track on your investment, and make sure the relationship is still working towards the overall business goals.  

 

What are you actually trying to achieve?

If influencers weren’t good at what they do, they wouldn’t be able to influence anyone. They’re skilled at storytelling, and their content can be a perfect way for brands to get their message out without having to produce everything in-house. But, like with any marketing, you have to know what you’re actually trying to achieve. If you’re after a quick win, there’s nothing wrong with a one-time collaboration. But if it’s consistent brand building you’re after, having an influencer partnership gives you that long-term awareness, and makes sure your message always looks credible.  

 

Found an influencer, but unsure how to get in touch with them? Have a look at our tips here.

originally posted to www.carnsight.com

 

How is AI reshaping search and SEO from a media perspective?

I was pleased to share some thoughts on this with Zee for TechRound’s Epert Share series. The discussion couldn’t have been more timely… we’ve been chatting about it in the office lately, and we’re seeing the impact in real time when tracking coverage or doing client research.

As I said in the piece:

“Search engines are increasingly pulling from earned media (like press coverage and mentions in trusted publications) for information and authority rather than advertorials and owned media sources. This shift is a credit to the growing importance of PR, editorial online content, and organic third-party validation for brand visibility.

“We’re seeing the same thing with users switching to platforms like ChatGPT and Copilot to search and sort through information, and even Google’s own AI Overviews feature, displacing Google SERPs. Forbes reported earlier this year that nearly 41% of consumers trust Gen AI search results more than paid search results, while only 15% trust AI less than search ads.

“So, even from a trust perspective, there’s been a big shift in how people are perceiving search results, as well as the mechanics of how they’re being sourced and reported. The takeaway for businesses is that earned media is making a comeback.”

(Sidenote: it never really left, but it IS doing double duty now)

“It’s always been powerful for reputation and word of mouth, but now it’s pulling even more weight with AI-powered search and SEO. So, maybe don’t spend ALL of your budget on commercial activity.”

Earned media has also historically supported SEO, online visibility, and domain authority. It’s being valued not only by people doing due diligence – customers, candidates, partners, and that one nosy neighbour – but by algorithms.

Of course, AI-assisted search isn’t replacing traditional search or paid content just yet. SERPs still rule the roost. But changes ARE happening. For brands relying solely on owned or paid media, it’s worth rethinking the balance.

When both AI tools and real users are increasingly prioritising third-party credibility for search, you want to be ahead of the curve. Not, say, scrambling to catch up… or pawing at an exhausted budget.

If you haven’t seen it in action yet, test it. Search for your brand using an AI tool or Google’s AI Overview. Look at what’s cited. Compare the results to a traditional Google scroll.

You might be surprised by what’s showing up, and what’s not.

 

If you’re ready to level up your visibility in other online domains, here’s how to rank for social search.

originally posted to www.carnsight.com

 

We hear the phrase “we’re a best kept secret” from prospective clients more often than you’d think. We work with a range of companies which have never done PR before, and often limited marketing altogether, so it’s understandable they feel that way. 

But is there anything wrong with staying a “best kept secret”? Often businesses have been operating and growing and have been satisfied with the progress they’ve made. So, the short answer is, no. Every business is different, and every business’ goals are different.  

However, if you feel it might be time to let the cat out of the bag, it’s worth considering if PR could work for your business. As we’ve said before, no business is too dull for PR, provided you take the right approach, use the right messaging and target the right audience. And although it can be a challenge to get results when starting from a completely blank slate, it can also present an opportunity. 

Here’s what you might benefit from if you start spreading the word through a strong PR strategy:  

The ecosystem of PR

PR activity never exists in isolation. Once you start raising your profile, one opportunity leads to another. For example a news release could lead to a request for a comment piece which could lead to a judging or speaking opportunity. It’s not always that linear or that instant, but it does happen. You could be the perfect person for a journalist to quote in a piece. But, if you don’t start raising your profile and sharing your expertise, you can’t begin that journey. We’ve written more about the benefits of the PR ecosystem on our blog. 

A clear story you can (all) get behind

We start off PR activity with our Four Lens Messaging Session. This not only gives us the chance to get to know you and your company really well, it also gives your company the chance to get together and ensure everyone’s aligned on your key messages. As a busy founder or leadership team, you don’t always get the opportunity to come together and focus on that.  

Content to share further

I was talking to a prospective client today and she said (without prompting!) that she was keen to generate some content with authority to share on LinkedIn. She was happy to share her testimonials and blogs but they were only getting her so far. This is the right way to look at it. Your comments in a feature, an interview or an op-ed is ready made content for you to share, tagging the journalist and publication and giving everyone a clear indication of your point of view (and of the fact you’re available to comment further). 

SEO or GEO (AI-powered search) benefits

PR has long been important for search engine optimisation (SEO), but with the rise of generative engine optimisation (GEO) or AI-powered search, it will become even more key. That’s because AI-powered search (searching through large language models like ChatGPT) doesn’t involve “crawling” data in the same way as search engines like Google. Instead, it creates content, drawing on authoritative sources like media publications. So it’s more important than ever to consider investing in PR pros to get you into those publications meaningfully.  

Attracting new business

This is probably the number one reason people come to us – to reach a new audience. Their current networks will only get them so far. PR is not a pure sales channel – we’re clear about that – but it is a touchpoint as part of that sales journey. And it’s a channel that can pack a punch, allowing you to showcase products, opinions and news in multiple places, if done smartly. We’ve had feedback from clients that their strong media presence has had influence over their being chosen over competitors, and that’s incredibly rewarding. 

Nudging lapsed clients

And how about your lapsed clients? You may have a robust system for contacting previous clients, or you may not focus on that, but either way, having a media presence is a great way to remind them you’re still out there and still doing great work. Likewise with current clients – it’s never a bad thing to show them the breadth of your capabilities through a good PR strategy.  

Recruitment

And last but not least, PR is great for your current staff and your future team members. It allows people to discover more about you, especially if they’re doing their due diligence. We’ve even run successful PR campaigns all about company recruitment. And it’s good for your current staff to see a company championing their way – and potentially even them – in the media. 

So although there’s nothing wrong with secrets, you might find there are benefits to lifting the lid. Some of which you might not have anticipated. For more on the benefits of PR, have a look at our blog. 

When people hear PR, they often think of press releases, media coverage, and crisis comms. And while those are certainly part of the job, the reality is…well, just a lot more. Working in PR, especially at a smaller agency like Carnsight, means wearing a whole host of hats. Some days we’re strategists, other days designers, and sometimes we’re all of the above before lunch. 

Here’s a peek into the many roles PRs play in a typical week: 

  

PA/VA 

From scheduling interviews to managing inboxes and coordinating campaigns, we PRs often find ourselves in VA mode. Organisation is key in PR, and being able to juggle multiple clients, deadlines, and media opportunities requires top-tier admin skills. We’re also often a bit of a go between when it comes to the press and the client.  

  

Graphic designer 

Visuals matter. And while we’re not specialists, there’s a lot of graphic design in what we do and so PRs really have to have an eye for design. Whether it’s creating social media graphics or laying out newsletters, we regularly tap into our design brains. Tools like Canva are a real help when it comes to bringing our clients’ stories to life visually. 

  

Business consultant 

PR is as much about strategy as is visibility. We often consult with clients on their broader business goals, helping them align their communications with their brand identity, target audience, and long-term vision.  

  

Copywriter 

Words are our bread and butter. From crafting compelling press releases and blog posts to writing website copy and social captions, we spend a lot of time telling real life stories and making sure they resonate. Tone, clarity, and purpose are everything!  

  

Marketer 

PR and marketing go hand-in-hand. We help clients build campaigns that integrate earned media with owned and paid channels. Whether it’s launching a product or promoting an event, we’re always thinking about how to maximise reach and impact. 

  

Photographer 

Sometimes, the best way to tell a story is through imagery. We find ourselves behind the camera more often than you’d expect (though of course a professional photographer is always advised) capturing headshots, event photos, or lifestyle shots for content. It’s all part of building a cohesive brand presence. 

  

Content creator 

We brainstorm, plan, and produce content across platforms, from Instagram reels to LinkedIn articles. It’s about creating value, sparking engagement, and staying relevant. Content creation is arguably one of the hardest things about the job. Social media is fast paced and often our clients are busy and don’t have the resource to spend time generating content that keeps up – that’s where we come in.  

  

  

Why it matters 

  

Wearing many hats isn’t just a quirky part of the job, it’s actually essential (and honestly, hard work).  In a fast-paced, ever-evolving industry like PR, versatility makes all the difference. It allows us to be agile, creative, and deeply connected to our clients’ needs. 

So next time someone asks what I do in PR, I might just say: “A bit of everything.” 

originally posted to www.carnsight.com

 

At Carnsight we always work hard to ensure that every client has a positive experience while working with us. A big part of this means creating an excellent first and last impression. It’s vital to start and end on a positive note to provide an overall satisfying experience to our clients. To ensure that we start and end a project with a client in the best way possible, we always keep three things in mind: clarity, connection, and openness.

Starting a project

At the beginning of a project we work hard to lay the foundation for a positive working relationship with the client and set a good tone for the entire process.

To achieve clarity, we make sure we’ve clearly defined the project goals and objectives. This means discussing and documenting the client’s expectations, ensuring we’re all on the same page when it comes to deliverables, timelines, and any potential challenges. It’s all about establishing a clear roadmap from the outset and aligning our efforts.

Connection is also vital. We take the time to establish a personal connection and show genuine interest in ever client’s needs and aspirations. We’re proud to be expert active listeners and take the time to really get under the skin of every client’s business. We often start projects with something called a messaging session. You can find out more via our messaging session blog, but in essence a messaging session is a meeting we hold to bounce ideas, really draw out key themes and nail messaging.

Openness is essential to create a transparent and collaborative environment. We always maintain open lines of communication, encouraging the client to share their thoughts, suggestions, and feedback throughout the project (not just the end – but more on that later). We’re always willing to adapt our strategies or make necessary adjustments based on their needs.

We’ve also prepared a set of communication templates that can be used at the start of every new project or during client onboarding. These templates ensure that we get all the information we need from the client and provide a clear overview of what they can expect from us. By consistently using these templates, we can be sure that important details aren’t overlooked, and both we and the client have a shared understanding of the project’s scope and objectives.

This communication is always maintained throughout a project and we’re on it when it comes to addressing any concerns or questions promptly. Repeating important messages, sending summary emails after meetings or key milestones, and providing actionable steps help reinforce our shared vision and minimise the chances of miscommunication or missed nuances. By actively involving the client in the decision-making process, we encourage a collaborative atmosphere that improves the overall client experience.

Ending a project

We understand that the final impressions you leave with the client will greatly influence their perception of the entire project and their likelihood of working with you again in the future. And so we always approach the ending phase with the same dedication to clarity, connection, and openness that we maintained throughout the project.

Communication plays a pivotal role in the project’s closure. We clearly communicate the project outcomes, summarising the key achievements, and demonstrating how the project has met or exceeded the initial goals and expectations. We present the results in a clear way using visual aids like CoverageBook to highlight the value we’ve delivered. We want to make sure we’re re-enforcing the client’s confidence in our abilities and the overall experience they had working with us.

Active communication is always maintained until the very end. Instead of letting communication drop off during the final stages, we send multiple cool-down emails that update the client on the progress of the remaining tasks and outline the steps being taken to wrap up the project. This proactive approach ensures that the client feels informed and involved until the last moment.

As mentioned before, we would never wait until the end to seek feedback from the client. Throughout the project, we regularly ask for their input, allowing them to express their thoughts, suggestions, and concerns. By the time we ask the client for a review at the end of a project, we’re confident that they’ve had an excellent experience working with us. And we’ve got the the twenty-one 5 star reviews to prove it!

By consistently focusing on clarity, connection, and openness from the beginning to the end of a project, we make sure we’re creating a positive overall experience for every single one of our clients. This approach improves client satisfaction, strengthens relationships and increases the likelihood of future work together. And it’s the right way to behave.

 

For more PR and communications tips, check out ‘The Best PR Tips for Small Businesses’ 

originally posted to www.carnsight.com

 

In case it isn’t obvious, reputation matters.

A business’ internal and external image can have an impressive sway on its success. Yet, when we think of brand reputation, we usually go to the consumer aspect. We concern ourselves with how reputation can affect purchase intent, or how our brand compares  to competitors in the eyes of our customers.

Yes, this outward, customer focus is very important. But reputation also matters quite significantly when it comes to recruitment. Attracting top talent is less of a slam-dunk/proven formula and more of a proactive effort in today’s job market. It takes more than a competitive salary or impressive benefits to sway high performers. So, we’re taking a statistical approach to guide the way, highlighting compelling research and trends that indicate the importance of nurturing a positive image both online and offline.

Setting a foundation for imperatives 

Recruitment trends have started to take a decisive shift, with 86% of employees and job seekers now evaluating companies based on their reputation and brand as an employer pre-application. Recent research and studies support this conclusively; like this research paper, which makes clear that corporate reputation and employer branding heavily mediate jobseekers’ intention to apply for a job. Like a lot of literature on this topic, the article validates the connection between attracting and retaining top talent with achieving better market or brand positioning… so it’s certainly not to be ignored!

It seems that Glassdoor and Indeed users include roughly half of the active job seeker pool, with top candidates typically only applying to companies with great reviews; 75% of prospective employees would not take a job if they found that the company had a bad reputation. This is all to say again that reputation really matters. It can boost or damage a business’ ability to acquire valuable talent, which in turn can boost or damage its performance and success.

How to actively manage employer brand to attract top talent 

Leverage good, effective reputation management and keep a thumb on the pulse of your online reputation as an employer. Cultivate a positive online presence and take control where you can – take ownership of business profiles on public review sites like Glassdoor, as well as job boards like Indeed. Be proactive and manage the public, employee, and jobseeker facing communication channels/platforms you have the opportunity to. Monitor and assess the activity that goes on and you will give your business a better footing to be strategic about its reputation management. Importantly, this gives insight into the opinions that prospective employees may be exposed to. In turn, this awareness allows the business to realign and readjust where necessary to better attract top talent. 

The best of the best will take this idea a step further and build up a company culture that truly walks the walk. It will nurture a low-maintenance, high-asset reputation that flows more naturally and genuinely inspires positive reviews and discourse online. 

Approaching negative reviews and public commentary online 

Removing or taking down a genuine review is not something we recommend. If you try to censor a genuine review or fall into an aggressive defence, you run the risk of escalating the situation. It can also go against good faith management and can send the wrong message to past, present, and even future employees who could view removal as confirmation or censorship. 

So, what can you do instead? One route is to acknowledge and respond – but be consistent about it. If you’re going to take ownership of a review and extend communication, it’s important not to be selective about which ones you respond too. Hence, we recommend an all or nothing approach; choose to make comments on all feedback or take a reserved path and leave every review without a formal response. When making this decision, it is worth nothing here that one study recently revealed that 80% of users agree that their perception of a business improves when employers respond to a review.  

Sometimes it can be difficult to face critique, whether unfounded or not. But it’s important to take onboard reviews with an impartial lens where possible and consider if what is said rings true. If it does – maybe it’s time for some reflection. If you genuinely think the review is unfaithful, then try to analyse what lead to the reviewer writing that comment – what underlying issues or miscommunications could be at play, might it be an internal or external influence? Considering context and motivation can be quite insightful. Gut instinct is also a useful tool when it comes to differentiating between meaningful critiques and  

Either way, it’s important to keep in mind that these are public forums, and key points of interest for prospective and even current employers to evaluate your reputation as an employer. So be strategic, considered, and mindful in how you approach any public reviews or commentary. Think about who may read what you write, and the kind of image it may create – because again, reputation matters. 

The importance of a strong employer brand is clear 

It’s clear – a business’ reputation and brand as an employer are vital for attracting and retaining top talent. Company reviews and ratings are increasingly sought out by job seekers, with Glassdoor and job boards playing a significant role in their decision-making processes. By investing in reputation management, actively responding to reviews, and cultivating a positive online presence, businesses are more likely to enhance their employer brand, reduce turnover, and attract high-quality applicants. Hence, in today’s competitive recruitment landscape, a strong employer brand and positive reputation are essential for long-term success. 

 

Wondering what the difference between in-house vs outsourced agency PR entails? Read more here

originally posted to www.carnsight.com 

With Christmas being in just a few months perhaps you’ve started thinking about your December PR and marketing plans. Thing is, I’m afraid to say, you’re a bit late. For PR professionals, it’s July that marks the beginning of one of the most crucial seasons of the year: Christmas. Yes, you read that right! Behind the scenes, Christmas PR work often kicks off in July, and there are some very good reasons for it.

Lead times

Big outlets and print publications often start work on Christmas content far earlier then you might expect to accommodate timelines for print, sampling, and so on. So if you’re targeting publications that are likely to adopt this practice, then it’s essential to have your press releases, pitches, media lists, and products prepared earlier. Make sure you know who’s doing what and when, and have samples ready to be sent out months before the Christmas shoppers have started to ensure your product or service ends up with a review or spot on the prime gift lifts come November and December.

Commencing in June or July ensures you align with the media’s PR schedule. As I said, journalists typically request products for review during this period, and when they compile Christmas gift guides later in the year, they often reference items they’ve previously reviewed or written about. Delaying your efforts into the year may cause you to miss out on valuable opportunities for exposure in major news outlets.

Know your promotions

If you’re working with a product that is likely to be discounted at some point in the lead-up to Christmas, it’s a good idea to plan and prepare any deals, their dates and details, well in advance. That way you can jump on any media opportunities ahead of time and secure your spot in any offer roundups.

Power pitching

We’ve all heard of speed dating, but have you heard of the PR equivalent – power pitching? It’s a PR’s dream, promising a big batch of journalists and media contacts with a special interest in your product area. And best of all, they are specifically there to hear your pitch. The catch is you usually only have a short window of a few minutes to impress each person. But the pay off can be well worth the effort, with big outlets often in attendance. Plus, your audience is likely more receptive than they would be in their overstuffed email inbox because they’re listening to you with the intention of being pitched to, and hopefully finding a great story or product to pick up ahead of the festive season.

Organise the chaos

It’s a great idea to keep any information you collate about specific print lead times, contacts, upcoming features of gift lists, power pitching opportunities etc and make a master folder or spreadsheet to keep track of things. Using colours, fonts, or symbols to organise key dates or contacts can help streamline the wealth of information you are likely to collect from July onward.

The early reindeer gets the sleigh

While it may seem unusual to start Christmas in July, the benefits of early preparation are sure to be seen. By beating the holiday rush, securing media coverage, crafting organised resources, building strategic partnerships, and getting ahead of print lead times, you can sew the seeds for a more successful and less stressful holiday season.

… and why that’s a very good thing. 

 

(originally posted to www.carnsight.com)

 

There’s a common misconception when it comes to social media for business. Actually, there’s a few of them – but today I want to talk about the idea that as soon as you bring a social media agency on board, your account will explode. Sales will soar, followers will skyrocket, and you’ll be turning away customers within weeks. 

It’s true that (at least in our case) it will see significant pick up. Every client that we’ve worked with has seen some truly exciting results with weeks, and even days, of our team coming on board. 

But – but – while there are definitely improvements (and some lovely metrics!) that come from working with a strategic team, the truth is: long term results don’t happen overnight. And, more importantly, social media was never designed to work in a vacuum.  

SIDE NOTE: It actually wasn’t designed for businesses or and sales in the first place. But naturally, it evolved that way. Partially through interference by highly motivated entrepreneurs, but also because it’s a pretty natural offshoot from human behaviour (plus, you know, capitalism). Sharing and being social can lead to recommendations, inspiration, and connection – all of which are essential precursors to behaviour change, including making a purchase or forming a new intention. 

Just like in real life, the ‘relationships’ that brands form with consumers – and the decisions, and behaviour changes they inspire –  take time. You don’t buy a house the second you walk past for the For Sale sign. You don’t immediately marry someone who smiles at you on a train. So why do so many of us expect people to see one or two posts and hit ‘buy now’?  

 

Understanding the journey 

Social media is just one part of a wider customer journey. An important part, undoubtedly, but not the whole thing. 

You can unpack that journey using a bunch of different frameworks and theories, but to keep it simple, let’s look a classic model from the marketing world: AIDA. 

Too often, people expect social to skip straight to the final step (even more alarmingly so, they expect it to do that when it’s the only form of ‘marketing’ they’re doing – and it isn’t even a paid strategy, just organic!!!). For most people seeing your brand for the first or second time, the journey starts waaaaaay earlier. 

 

Socials are for every stage 

Social media can support every stage of this process, not just the end. And that’s actually a huge strength. Some of the ways it does this: 

Research shows [get new stat] that customers often need to encounter your brand at least seven times before converting. That might sound like a lot, but that’s exactly where consistent, strategic social comes in. Every post is a touchpoint and a reminder. A chance to be seen, heard, and remembered by current, returning, or prospective customers. 

Platform matters 

Different platforms play different roles in that journey. You don’t need to be everywhere, you just need to be where your audience is, so choose your platform(s) carefully 

As a (VERY) broad and (VERY) general example: 

Ask yourself: “Where are the people I actually want to reach?”  

And, actually, before you do that, make sure you know who you actually want to reach. What are their interests, age ranges, locations, behaviours? The more you know, the better your content, target, and overall strategy can be. 

Then you should be able to confidently ask (and answer), “what do they need to see, hear, or feel before they’re ready to act?” 

Want some actual, tailored advice about what might work well for you? Come chat to the team and me. 

Not all purchases are equal 

The kind of product or service you offer also plays a big role. Some things are low-impact, habitual buys – like grabbing the same cereal or toilet paper every week. Others are considered purchases – things that are more expensive, emotionally loaded, or lifestyle-related. Those take longer. They generally require more thoughtful, persuasive touchpoints to build trust, overcome barriers, and nail hesitation to the door.  

Take a bespoke shoemaker. Someone might follow the brand for six months before buying – watching, liking, saving, learning. They’re not just buying shoes, they’re buying a feeling, a statement, an aspiration, a piece of craftsmanship. Socials can help nurture that long decision gently, consistently, and intentionally. 

As my second side note: there are a LOT of factors that influence the consumer decision making process. We won’t get into them today, but even if you’re not a marketer or business owner, it’s worth being aware of the below: 

 

 

Organic vs paid 

Another big piece of the puzzle is that not everything you see online is organic. That brand that seems to sell out overnight? They might be running targeted ads, influencer partnerships, or paid collaborations you’re not seeing. 

Paid content works different – and, yes, perhaps faster – but it also often needs real, sustained budget to deliver results (we’re talking minimum four digits). Organic content, on the other hand, is a slower burn. But it’s also where the genuine magic happens. 

With organic, every like, comment, and follow is earned. That’s a real person who found you and chose to engage – not because they were targeted, but something about your content spoke to them. It might take longer, but it builds deeper loyalty and a more engaged community. 

(P.S. we’re big believers in combining the two when and where it makes sense if there’s budget, but it’s just important to understand that they’re not the same game, and it’s not a one-size-fits-all shortcut to guaranteed success). 

 

So, what does all this mean? 

If you’re only looking at socials as a way to instantly sell, you’re missing out on it’s true potential – and, I’d argue, it’s greater value. 

Social media builds awareness, trust, desire, and connection. It reminds people you and your brand exist, shows them who you are, and gives them reasons to stick around. Over time, that leads to real-world actions (e.g. booking a service, buying a product, or simply becoming a loyal fan or community member or supporter). 

So, if you’re starting out ramping things up with your socials, remember: it’s about showing up, building momentum, and becoming part of the fabric of your audience’s world as they progress along the path to purchase.