You’ve heard it a million times: you must be on social media to get clients. Social media gurus preach it like the gospel.
But have you ever stopped to ask yourself—is social media really working for your business?
Some promise that consistent posting can lead to a flood of new clients. But let’s be real – that’s not always the case.
You can post all day, pay hundreds (or thousands) a month for someone to do it for you, or even invest in ads, but what’s the real ROI? Likes and comments don’t necessarily equal sales. Plus, there are the ever-changing algorithms and the need to keep up with the latest trends.
If your platform of choice is Instagram, Facebook, TikTok, or LinkedIn, your content has a shelf life of about 24 hours. And then there’s the engagement – you need to like and comment on others’ content if you want to increase the odds they’ll return the favor.
Too many believe social media is their field of dreams – just post, and they will come. But that’s not how it works if you actually plan to get clients.
So, let me ask you:
- Is your social media strategy actually bringing in paying clients, or just likes and comments?
- How much time are you spending on social media, and what’s the real return on that investment?
- What are you doing to build visibility and drive traffic to your email list (your #1 business asset)?
I’ve been on social media since 2008 and have tried it all. I’ve spent $7k on Facebook ads to grow an audience, but the return on investment was adding a few hundred people to a Facebook group for ‘live launching.’ While it did pay for itself, the launching process was exhausting.
The pressure to post daily and the need to engage endlessly left me burned out. Social media was supposed to be a tool for growth, but it became a source of stress and frustration.
A Different Approach
In March 2023, I shifted my Instagram to a 9-grid profile to act like a mini funnel. I recently added a 3-grid, but other than that, you won’t find any new posts.
- Pinterest: I haven’t posted new content in over a year but still average 12,000 monthly views.
- YouTube: Despite not recording new videos for months, my subscriber count continues to grow.
- GIPHY: Going viral on GIPHY with 630 MILLION views increases discoverability on multiple platforms with minimal effort.
- Blog: A gem for authority building (and getting clients) with the RIGHT content.
- Leveraging Other People’s Audiences: As a keynote speaker for eight years, I know the value of visibility with other people’s audiences, and the same applies to my coaching business.
By focusing on these platforms and leveraging other people’s audiences, I add 20+ ‘problem aware’ people to my email list daily without the burnout. Here’s why this approach works:
Unaware, Problem Aware, Solution Aware – Oh My!
When someone gives you their email in exchange for a lead magnet or a low-ticket offer, it shows you that they’ve moved from the unaware scrolling phase to being ‘problem-aware’. This means they have a problem they want to solve, and you offered something valuable enough for them to say yes. The next step in a buyer’s journey is ‘solution-aware,’ knowing there’s something out there to solve their problem. When they become ‘you aware’ – they’ve recognized you as the expert to solve their problem.
When someone likes a post or makes a comment, it shows they like your content, but you have no clue if they are just scrolling through or could potentially be a client because you don’t know where they are in their journey.
My New Strategy
- Authority Building: I have a strong online presence but now my time is spent engaging with followers and potential collaborators.
- Nurturing Content: Creating content that meets my audience where they are in their buyer’s journey.
- Strategic Collaborations: Leveraging other people’s audiences to grow my email list by 20+ people daily.
The Results
This new approach means I have more people to talk to and an ever growing list of engaged subscribers. Now, it’s on me to nurture the connection with a variety of offers (free and paid) that meets them where they are in their journey and budget.
Quitting social media isn’t about disappearing; it’s about redefining how I engage with my audience. By focusing on platforms that drive real value and building my email list, I’m able to create a sustainable, less stressful approach to growing my business.
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If you’re ready to amplify your online authority AND add hundreds of subscribers to your email list and get more leads (in a month) without launches, Facebook ads, or relying on social media…
Join the Visibility Builders Society! The system works even if you have a small audience or haven’t created an offer yet!
