If you’re a small business owner who has ever Googled marketing advice or “how often to post on Instagram,” you’ve probably seen some version of this sentence more times than you can count: “You just need to post consistently.” It’s usually said with confidence. Sometimes it’s framed as encouragement. Other times it’s delivered like a warning, as if inconsistent posting is the one thing standing between you and success. But for thoughtful business owners, especially those bal

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