How often do you need to post for your marketing to actually work? It's one of the most common questions I get — and the honest answer is that it depends on where you are and what you're trying to accomplish.

In this episode, I'm breaking down posting frequency in a way that's practical and specific to your stage of business. Whether you're just getting started online or you've been showing up consistently and are ready to turn up the volume, this episode gives you a clear range to work within and the reasoning behind it.

What You'll Learn:

• Why frequency alone isn't the goal — and how to define what "working" actually means for your marketing
• The minimum posting frequency that keeps your brand looking active and trustworthy to potential clients
• How to know when it's time to increase your posting frequency and what your content should be doing at that stage
• Why the right answer looks different depending on the platform you're on

Mentioned in This Episode:

• KLC The Studio's Marketing Management — we handle the strategy, production, and consistency for you → klcthestudio.com

Hey, guys.

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Welcome back to the podcast.

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I'm Kiera, owner of KLC The Studio.

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If you are new here, hi,

so glad you found us.

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Welcome to what I'm calling

the Marketing Playbook Series.

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Essentially, this is a series where I am

answering the most asked questions that I

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get as a marketer questions that come up

with my clients, questions that come up in

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networking events, and things like that.

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And I just wanted to create a playbook

that kinda sifts through all of the

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noise and all of your guys' most

pressing questions, and give you sort

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of a kickstarter into how to pursue

marketing if you're new to doing

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marketing online, if you are someone

who's been doing it for a while but you

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haven't seen the results that you want.

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This was created for you.

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And so as you can tell by today's

topic, we are gonna be talking

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about, how often do you need to

post for your marketing to work?

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And this is a question that comes

up a lot, which is, I don't know

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how much I should be posting,

where I should be posting, and I

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talk channels on another episode.

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But for this one, I wanna

talk about frequency.

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And before I even get into , how

often you need to post for your

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marketing work, I think we need to

first define what we mean by work.

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So the best example that I could

come up with to explain this topic

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was I had a conversation with a

friend of mine a few weeks ago.

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He is a photographer, and he was telling

me that almost all of his clients come

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to him because they want visibility.

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They want to show up online.

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They want their brand to look good.

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They want a presence.

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And as we were talking, and I'm like,

"Yeah, okay, but, what does someone

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else want at the end of the day?

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What is it that they're really after?"

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And after chit-chatting about it, we both

came to the conclusion that, , obviously

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these businesses want money, right?

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If you're in business, you

want sales, you want clients.

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Everyone wants their business to

either grow or at least at the

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bare minimum, maintain the success

that it's already achieved, so.

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What I mean and how I'm defining

marketing that works is marketing

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that creates visibility that leads to

sales, not necessarily a pretty feed,

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not a lot of followers necessarily,

but visibility that actually moves

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people towards a purchasing decision.

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That's the entire goal of why someone

would want to market in the first place.

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So how often do you need

to post to get there?

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The range that I would say is roughly

three days a week at the minimum

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and five at the maximum, and the

reason it's a range is because the

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right answer depends on where you

are and what you're trying to do.

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So we'll start with three days a week.

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Three days a week on your preferred

platform is the minimum that I

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would recommend because consistency

is how you create trust online.

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. A good example of this is if you were

to come across someone new and you're

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curious about them, you go to their

profile, you scroll, and if the last

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thing that they posted was a month ago,

you're probably gonna think, "Hmm, I

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wonder if this person's still in business.

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I wonder if this person's around."

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It looks like this page is not

active, and people don't wanna invest

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in a brand that feels unreliable.

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I even had to do this with my own brand.

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We are getting ready to

restart our Instagram again.

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I took a break to batch some marketing

assets and really readjust the

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strategy after testing something in

Q1, and I knew that I wanted to come

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into Q2 with a fresh perspective.

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And I told my team, I

was like, "Hey, guys."

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I was like, "I want us to go out and

start pitching us, and let's start

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getting some new leads in the door,"

and I had all these cool ideas, and my

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team goes, " Look your Instagram has

not been updated in, like, two months."

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And because we've been behind

the scenes working on things, it

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doesn't look like the lights are on.

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It doesn't look like the doors are open.

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And so before we did this big marketing

push, I had to go back and be like,

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"Okay, we need to at least have a couple

posts in the door," because otherwise, if

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I'm directing traffic to this location,

. it's gonna look like no one's home.

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And so that's the reason why I

recommend at least three days a

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week because it will showcase to

your consumer that this is a company

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that's going to consistently show up.

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This is a place that I can reference for

ongoing information, and they can start

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building a relationship with the content

that it is that you're putting out.

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Now, the max that I would go is five

days a week, and my recommendation

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for that is basically it depends on

your ability to maintain the quality.

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Typically, when people are trying to have

their team create more than five pieces

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of content, somewhere in all of that, the

quality starts to decline, and also the

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goal starts to be a little bit fragmented.

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So what will happen is that if you're

just trying to pump out content because

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you're trying to be visible every

single day, you gotta make sure that

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the things that you're saying are gonna

connect back into the bigger strategy.

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If you are in awareness mode, which

is, like, building recognition,

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trying to get in front of new people,

I would definitely say three days

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a week is the right place to be.

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Your content at that stage should

be focused on who you are, what

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you do, who you serve, consistent,

clear, and straight to the point.

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If you are in conversion mode, people

know you, they've been watching you,

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and now you need them to actually

take action, that's when you can start

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pushing towards four to five days a week.

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At that frequency, your content needs

to do a few different things at once.

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Some of it's gonna build trust, some of

it's gonna educate, some of it's gonna

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be a direct invitation to work with you.

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Some of it might be lighthearted

or humor, entertainment content.

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The variety works better with a

little bit more volume behind it.

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And so one of the things that we do

together is as soon as we get on a call,

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I'm gonna ask you, "What is your goal?"

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And then from there, we'll talk about

what your frequency is because, like

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I mentioned, it's not a copy and paste

for everybody, and it also depends

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on what platforms you wanna be on.

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I talk about this more on the

marketing channels episode, but

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essentially, if you're gonna be

on a platform like LinkedIn, you

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may not need five days a week.

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If you are gonna be on a platform like

a podcast or a YouTube, once a week,

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if not once every other week, might be

enough 'cause it's a longer form platform.

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If you are trying to do something

like Threads or X, you're gonna

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need to post multiple times a day

and not just five days a week.

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So it's gonna vary by platform, but

overall, from an awareness standpoint,

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if you're trying to generate

awareness and consistency and you're

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trying to find where do I start?

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If I wanna get-- dip my toe into

the online market, where do I start?

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Three days is a good starter, and

then once you're good with that, you

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understand the metrics, you know how to

read the data, you know what's working

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for you, what's not working for you, then

that's when it is that I would recommend

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kicking it up to five days a week.

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Okay, so hopefully that

answers your question.

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If you're at the point where you

want someone to manage this for you,

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the strategy, the production, the

consistency of it all, that is exactly

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what it is that we do at my agency.

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You can find all of the information

to work with us in the show

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notes, or you can just head to

our website, klcthestudio.com.

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It's literally my initials.

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And you can head to our website

and book a call with us.

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We'd love to be able to help you.

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And until then, I'll see you

guys on the next episode.