Selling in every post: the too-promotional mistake

Key takeaways

Too much promotional content on social media trains followers to scroll past, because most of them are not ready to buy this week. Posts that only sell get less engagement, so platforms show them to fewer people. Mix in posts that help, prove and show the work, and make a clear offer in about one post in four.

• About 1 post in 4 can be a direct offer for most small firms.
• Helpful posts earn the attention offer posts spend.
• Proof posts sell without sounding like adverts.
• Never selling is a mistake too: say what to do next.

Why does selling in every post backfire?

Selling in every post backfires because most followers are not in the market at any given moment, and posts that ask for a sale give them nothing to do. Low engagement tells platforms the post is not interesting, so later posts reach fewer people, including the buyers who were ready.

• The most common social media marketing mistakes small businesses make
• Educational vs promotional content: getting the mix right

What should replace some of the sales posts?

Replace some sales posts with posts that help buyers, such as answers to common questions; posts that prove you are good, such as finished work and reviews; and posts that show who you are. Each can still end with a soft next step, such as 'message us for a quote'.

• Before and after posts: proof that attracts buyers
• Social media content mistakes that attract the wrong crowd

Is never selling also a mistake?

Yes. Some businesses swing the other way and post helpful content with no offer at all, so followers enjoy it and never think to buy. The aim is a mix: most posts earn attention, and some posts clearly say what you sell and how to get it.

• Posts with no call to action: interest with nowhere to go

When can you sell more often?

You can sell more often in short bursts, such as a launch, a sale or a seasonal peak, when followers expect it and the offer is time-limited. Retail and e-commerce accounts can also show products more often, because product posts are useful to people browsing.

How do you spot that you are too promotional?

Spot it by sorting your last ten posts into help, proof, people and offer. If offers make up more than about four, or if engagement on offer posts keeps falling, you are probably too promotional. The opposite is true if none of the ten tells people what you sell.

• More than 4 offer posts in 10.
• Falling engagement on offer posts.
• Followers muting or unfollowing after sales posts.
• No posts that help or prove.

What does this look like in practice?

A pattern we see: an account where every post is a price offer, with engagement falling each month. Changing to one offer post a week between proof and how-to posts usually lifts engagement first and enquiries a few weeks later.

• See client work
• Social Media Marketing for UK businesses

Posting mix checklist

• Count offer posts in your last ten.
• Aim for about one in four.
• Add proof and how-to posts between them.
• Give every post a soft next step.
• Sell harder only in short, planned bursts.

• LinkedIn company page mistakes B2B firms make
• Posting too often: when more posts bring fewer results

Next step

Sort your last ten posts into help, proof, people and offer. If offers are more than four, change the next fortnight's plan.