Let’s rip off the bandaid: Your competition is showing up consistently online – and your customers are noticing. While you’re busy deliberating over the perfect caption or waiting for the “right time,” they’re already posting, engaging, and building trust.
One of my clients once said, “We didn’t think social media really mattered for us – until our competitor launched a campaign that had our own customers tagging us in their comments.” Ouch. That was the wake-up call they didn’t see coming… and it might be yours too.
Let’s unpack why this truthbomb hits so hard – and what to do about it.
When I say “Your competition is posting – and your customers are watching,” we’re not being dramatic. In today’s digital-first world, people notice who shows up online. They remember the business that offered tips, answered questions, or shared a behind-the-scenes story. That brand becomes top of mind – and often, first choice.
The problem is, many businesses think posting inconsistently or not at all won’t hurt them. But visibility creates familiarity – and familiarity builds trust.
Why do people get this wrong?
Because they underestimate how often their ideal customer is scrolling. They assume “everyone’s too busy” or that “no one sees their posts anyway.” But lurking doesn’t mean they’re not paying attention.
The myth?
“If I’m not seeing immediate likes or comments, my content isn’t working.”
This couldn’t be further from the truth.
Many of your future customers are quiet observers. They don’t always engage. But they do notice who’s showing up, who’s adding value, and who’s clearly active in their space. And when it’s time to buy? They go with the business that’s been showing up all along.
This mindset that silence equals irrelevance – holds business owners back from showing up consistently. They give up too soon, and leave the door wide open for the competition.
The Real Strategy
Here’s what to do instead:
1. Commit to consistency over perfection.
Showing up weekly with good-enough content beats disappearing for months trying to craft the “perfect” post.
2. Focus on connection, not just promotion.
Educate, entertain, share your process, answer FAQs. Build the relationship before the sale.
3. Use scheduling tools to stay visible.
Tools like Metricool (our go-to) help you plan, schedule, and measure your social presence without it taking over your day. Metricool is free for one brand – check it out here: Metricool social media tool.
4. Monitor your competitors – but don’t obsess.
Learn from what’s working in your industry, but stay authentic to your own voice and values.
Real results
One client in the building industry was nearly invisible online while a competing builder posted weekly site updates and tips. After three months of consistent content, my client started receiving enquiries that began with “I saw your post about…” They went from zero online leads to three solid bookings per month – just by showing up.
Your Takeaway
Don’t let silence be your strategy. Your customers are watching – and if you’re not showing up, your competition will gladly take the spotlight.
Being visible isn’t about going viral – it’s about being remembered when it matters most.
Ready to stay visible and relevant without spending all day online? Follow Spigot Digital online for marketing tips that make creating posts easier. Or if you need help getting it done, get in touch and let’s chat about how I can help you.