Why Balance Matters in Social Media Marketing
At RBOA, we talk a lot about balance. Why? Because social media shouldn’t be all sales, all the time—and it shouldn’t be all fluff, either. If you’re only promoting your products or services, you’re going to lose your audience’s interest. But if you never give them a reason to take action, you’re missing opportunities to grow. The magic is in the mix.
Think of your social content like a well-crafted meal. Your sales posts are the protein—they’re essential. But the social, educational, and community-focused content? That’s the seasoning, the sides, and the drink that make the meal complete. Too much of one, and it falls flat. A balanced plate is what keeps your followers coming back.
Let’s break down how to get that mix just right.
What We Mean by “Sales” Content
Sales content includes anything that directly promotes a product, service, event, or campaign with the goal of driving conversions. At RBOA, we help clients craft these messages to be compelling but not pushy.
Examples:
- “Sign up today for our early bird discount.”
- “Try our newest skincare treatment.”
- “Donate now to support local families.”
This content has a job: to make the ask. But if that’s all you’re doing, you’re not building trust—you’re just selling. And let’s face it, nobody logs on to Instagram hoping to see another ad.
What We Mean by “Social” Content
Social content is everything that builds connection, community, and brand personality. It humanizes your business and shows your audience who you are, not just what you offer.
Examples:
- Behind-the-scenes team moments
- Celebrating a client win
- Sharing tips, tools, or resources
- Mission-driven storytelling
When we create this kind of content for clients, we’re building familiarity and emotional connection. These posts drive awareness and loyalty, which pays off in the long term, even if there’s no direct Call To Action (CTA).
The 80/20 Rule (But Make It Smart)
A common rule we follow at RBOA is the 80/20 rule: 80% of your content should inform, entertain, or inspire. Only 20% should be directly promotional.
But we like to take it further.
We help clients analyze their audience, campaign goals, and content performance to build a smart mix that works. Some months might call for more promotion, like event seasons or product launches, while others may lean heavily toward brand-building.
There’s no one-size-fits-all. Each client’s goals inform the strategy we employ.
What This Balance Looks Like in Real Life
Here’s how we might structure content for a nonprofit:
- Monday (Social): Volunteer spotlight with behind-the-scenes photos.
- Wednesday (Social): A stat or story about the mission.
- Friday (Sales): Call to donate or sign up for an upcoming event.
And for a service-based business:
- Tuesday (Social): Client testimonial or case study.
- Thursday (Social): Tip of the week.
- Saturday (Sales): Promo offer or free consultation push.
The key is to map out your content calendar with intention, not just post in the moment.
How We Help You Strike the Right Balance
At RBOA, we don’t just make things look good—we make them work. Our digital strategy team crafts content calendars that align with your goals and make room for both sides of the story: connection and conversion.
Here’s what we consider:
- Your audience’s behavior and attention span
- What drives engagement vs. what drives action
- Which platforms serve which purpose
- Seasonality, campaigns, and major milestones
This isn’t guesswork—it’s smart, strategic planning. And we’re here to guide you through it.
Tips to Rebalance If You’re Too Sales-Heavy
If your feed feels like a non-stop pitch, here’s what to do:
- Add more faces. Show your team, clients, or community.
- Share stories. Let your mission or values shine through.
- Offer value. Tips, how-tos, and FAQs go a long way.
- Start a conversation. Ask questions. Invite responses.
You can still make the ask, but now your audience will be listening.
Tips to Rebalance If You’re Too Social-Heavy
Got great engagement but no conversions? Try this:
- Include clear calls-to-action. Don’t make people guess.
- Make offers time-sensitive. Scarcity drives clicks.
- Highlight outcomes. Show how your service/product helps.
- Test ad support. Boost high-performing content with paid reach.
We help clients do all of this—and we’ve seen how quickly engagement can translate to action when strategy leads the way.
The Wrap
Balancing sales and social isn’t a tug of war. It’s a partnership. One builds the relationship, the other invites action. And both are essential if you want to grow. If your content feels one-sided—or if you’re not sure what your audience wants—let’s talk. At RBOA, we’ll help you build a content strategy that feels authentic, performs well, and gets results.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.
FAQs
- How often should I post sales content? We recommend 20–30% of your total posts, adjusted based on your audience and goals. We help clients customize that mix.
- What if my audience isn’t responding to my sales posts? They might not feel connected to your brand yet. Build trust with social content, then reintroduce the ask.
- Can one post be both sales and social? Absolutely. A mission-driven testimonial can both tell a story and include a call to donate.
- What platforms work best for sales content? It depends on your industry, but Facebook, Instagram Stories, and LinkedIn tend to perform well when paired with the right creative.
- How do I measure if my content is balanced? We compare engagement and conversion metrics across posts, campaigns, and timeframes. If one side is lacking, we adjust the mix.