Publish Where Your Clients Actually Hang Out
A lot of agencies take a “spray and pray” approach to content.
They post the same thing across every channel. LinkedIn. Instagram. Twitter. A half-baked blog. Maybe a newsletter that goes out when someone remembers.
Then they wonder why engagement is flat and clients aren’t reaching out.
Here’s the thing:
Content only works if you meet your audience where they already are—then speak their language when you get there.
That means picking the right platforms with intention. Showing up consistently. And publishing content that solves real problems, not just checks a box.
Let’s walk through how to actually do that.
Step 1: Figure Out Where Your Clients Are Paying Attention
Before you publish anything, ask yourself: Where are my ideal clients already showing up—and what are they paying attention to there?
This isn’t about where you like to hang out. It’s about where your buying audience is actively consuming content and making decisions.
Here’s how to find out:
Talk to your clients. Ask them where they spend time, who they follow, and what kind of content they engage with.
Check your analytics. Where’s your referral traffic coming from? Which posts get shared? What pages convert best?
Look at your competitors. Where are they investing their energy? What’s working for them?
You don’t need to be everywhere. You need to be relevant in the one or two places that matter most.
Step 2: Match the Platform to the Message
Every platform has a different vibe, format, and pace. If you try to treat LinkedIn like Instagram or Twitter like a blog, you’re going to confuse people—or worse, get ignored.
Here’s a rough breakdown:
LinkedIn = professional insights, POV-driven content, niche authority
Twitter/X = punchy takes, fast ideas, industry commentary
Instagram = visual storytelling, behind-the-scenes, cultural relevance
YouTube = deep dives, educational content, relationship building
Email = direct, personal, repeat engagement
The move isn’t to pick one and force everything into it—it’s to choose the one where your best content matches the way your audience consumes.
Example: If you’re a dev agency founder helping non-technical clients build custom software, you’re probably better off publishing on LinkedIn than trying to build a TikTok audience.
Step 3: Build Once, Publish Smart
Trying to create original content for every platform is a fast track to burnout.
Instead, start with one strong idea—a client insight, a spicy POV, a helpful framework—and codify it. Then you can shape it for your core platform and store to adapt it for different platforms when you’re ready.
This is how you extend the life of your thinking—and keep showing up without reinventing the wheel every time.
Step 4: Measure What Matters (And Adjust Fast)
Don’t fall into the vanity metrics trap.
Likes and impressions are fine, but they don’t pay the bills.
Here’s what actually matters:
Engagement from qualified leads (Are potential clients commenting, DMing, sharing?)
Inbound opportunities (Are you being invited to speak, collaborate, or pitch?)
Lead-to-client conversion (Are people who discover you through content actually hiring you?)
Use tools like native analytics, UTM tracking, and even a simple “How did you find us?” question on your intake form to get clarity.
Then do more of what works, cut what doesn’t, and keep refining. This is the flywheel—create, test, learn, repeat.
The Bottom Line
Publishing content where your clients hang out isn’t optional. It’s how modern agencies build trust before the sales conversation ever starts.
But here’s the nuance most miss:
It’s not about being loud everywhere.
It’s about being helpful in the right places.
It’s about showing up consistently with intent and relevance.
At Haus Advisors, we help agencies stop wasting time on content that goes nowhere and start building platforms that generate leads, deepen trust, and convert.
If you're tired of guessing at where to post or what to say, let’s fix that.
Let’s help you show up where it counts—and say something that actually moves the needle.
