How to market your small business when you hate spending hours on social media

How to market your small business when you hate spending hours on social media

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You’re probably here because you want to know how to minimize your time on social media but still leverage it for your wellness or coaching business.

I’m with you, and I have some “no fluff” tips for you. 11, in fact.

For more context, be sure to check out part one of this series about using social media in your wellness practice or coaching business, which is about mindset and perspective as a business owner.

Yes, there is a part two, which is all about why it’s not a smart idea to depend completely on social media to market your small business. 

In this article, (part three) let’s take a closer look at  11 ways to make social media work for you, even if you would rather be doing something else.

 

How to play the long game with social media with as little effort as possible

1. Aim to attract, instead of chase.

You may want to consider using platforms designed to drive traffic to your website, instead of keeping them glued to a platform like Facebook or Instagram.

This is where Pinterest, YouTube, and other search platforms like TikTok can help you. Via keywords and search, the people who are already searching for the specific things you offer will find you like those tiny bugs that find your way into your wine glass on a summer day. (Those little bastards!)

This means you are playing the “attraction” game instead of the “chasing” game.

Keep in mind that in order to do this, you’ll need some flowers to attract those bees. (or wine to attract those little bugs that like to drown in your perfectly good glass of chardonnay) What I’m talking about is content.

The more high quality and relevant content you have that answers the specific questions and queries of your ideal client or customer, the more likely you’ll be FOUND in a search.

Google is still the primary way that people search for information, but they also use platforms like Pinterest and YouTube to find inspiration and answers to their “How to” problems.

2. Focus on content that has a longer shelf life. (Evergreen content)

Would you rather:

A. Be committed to creating new content on a daily basis, hoping that it “goes viral,” (or having to dance and act silly just to get attention) ..only to witness it attract uncommitted followers, and disappear within days or hours?

OR

B. Create some foundational or even “epic” pieces of content that showcase your expertise, while still driving traffic to your website, months or even years later, thanks to search engines like YouTube, Google, Pinterest, and even Amazon and TikTok?

Bonus: The visitors in option B become subscribers because they found something that they are actually interested in NOW, rather than stumbling upon something that may be “kinda cool and nice to have, one day.”

Evergreen content is designed to be found in searches, months or even years from now, when placed strategically in the right channels and optimized for search.

Remember, not all “Social media” is really “social.” Again, think of Pinterest and YouTube. Do you go to these platforms to socialize, or look for something specific that you found via direct search or a “you might also like this” algorithm?

Even TikTok is a search engine. Facebook and Instagram.. Not so much.

Evergreen content not only lasts longer, it also drives more qualified leads to your website. It may look like more work on the front end, but after a while (yes, a few months to a year) it’s SO nice to not have to constantly create something new.

For this reason, I’m a firm believer in focusing on content that lasts longer than a few days. I don’t mind putting in more work creating and optimizing a blog or podcast if I know that the content isn’t going to disappear into the social media void, causing me to lose ground if I don’t constantly keep up.

I like knowing that I can also update and edit the same “core” content on a yearly rotation, spin off a livestream series, turn it into a podcast, or make minor updates a few times a year to boost my SEO.

This series is a perfect example.. You BET I’m gonna leverage the hell out of this beast!

Consider creating evergreen content on a regular basis, such as once a week, which can be hosted on your website, on a podcasting platform, or on a channel that is based on search instead of random discovery.

This doesn’t mean that you should skip posting on social media channels like Facebook, Instagram, or Twitter.  In fact, I know a drummer who mastered the art of showing up on Facebook almost every day with entertaining content of him playing covers and requests.  People now tune in because they are fans and want to hear more and connect with him.

So yes, there are no absolutes or hard and fast rules to follow. You can do what works for you.

If you need a different way to present information that takes an audience/lead/customer through a journey, (#6)  I recommend focusing on evergreen content primarily off social media and then sharing bits and pieces of your already created content in new ways that don’t require you to work so hard.

Because, you have an actual business to run outside of social media!

Later, you can use concept #4 to make the most of your time when posting on social media.

3.  Go with the flow of those pesky algorithms

One way you can help yourself with the crazy algorithms is by “teaching” it what to show you and what gets shown to your audience. If all you post in your personal profile, page, and groups is cute memes with no text, you’ll get all kinds of random shit showing up in your feed, and Facebook will have no idea what you’re about because it will seem like you are all over the place. (no keywords)

I’m not sure exactly how well this works, as algorithms change constantly. I DO know that since I’ve been more focused with my posts, the algorithm gods have regarded me more favorably.

Whether or not it affects the algorithms..  never posting any original content is one of the biggest mistakes I see brand new entrepreneurs make. (Stop doing that, and start posting your OWN original content.. even just a few of your own insights, behind-the-scenes peeks of your work or life, or pictures of your dog.)

What really counts is quality and consistency.  (See #9)This means that once you find your niche and identify your ideal client, you focus only THEM, and show up consistently.

I no longer try to connect with every entrepreneur or even every wellness entrepreneur on Facebook, because many don’t fit my ideal client profile.

Since I’ve focused more on creating a Freedom-based business, I find that my “tribe” is steadily growing, and that more people are engaging, which means that.. You guessed it, more people actually see my posts.

And I try not to let the algorithms get to me.

4. Find opportunities to get more of your IDEAL clients on your email list.

Now that you have the attention of your ideal client, don’t stop there! You want to be in control of who sees your best content, and hands down, the best way to do this is via email. (Email marketing) This means consistent “newsletters” and at least one simple “set and forget” series of emails that new subscribers will receive.

You’ll also need some kind of “freebie” or lead magnet. Gone are the days when people would subscribe to a newsletter without getting something immediate in return.

This is something I guide my students through in the Future Proof Your Practice Toolkit.

4. Repurpose and streamline your workflow to save mental energy

Consistency is important, but it needs to co-exist with sustainability.

I’ve had clients that don’t have the capacity (bandwidth) to post on a consistent basis on more than one channel. I’ve also known admins for 1k+ Facebook groups that have confessed to me that it’s become a part-time job.

My take on this very common problem:

1. Choose your primary platform, based on the easiest for you to show up consistently.

Do you prefer writing? You can share your blog with your social media audience. Is it video that you excel at? Or maybe a podcast? Start there.

Any other platforms you add will be your secondary channels (apply #3 to these)

It’s unrealistic to expect a solo entrepreneur to show up everywhere, all the time.

Those who DO show up everywhere have a dedicated team and very, very streamlined workflows. This doesn’t happen overnight, and trust me, they got there via a specific and intentional process.

2. Batch and schedule.

I don’t know about you.. but if I’m immersed in another project, it takes me 10x the effort to switch gears and come up with a single post in the moment than it does to brainstorm about 20 all in one sitting. That single post often takes a lot of mental energy for me, and many times feels “flat” because I’m not writing when I’m truly inspired.

This doesn’t mean that you can’t create real-time, in the moment posts.. They do tend to get more reach, but I think it’s unrealistic to do this every day for most.

3. Repurpose

The only reason I may have the capacity (bandwidth) to create short form videos like reels (and of this writing I still don’t) is because I can create them from pieces of my long form videos. I can also create podcasts from livestreams, or use transcripts that will become a blog with a bit of editing.

(This is where establishing a workflow comes in)

Even this blog can be broken down into smaller bite-sized pieces of content that I can use on any social media platform.

You can choose the way that works best for YOU.

5. Use social media to build and nurture an already existing community

Facebook Groups

I’m going to share with you how I use the purely social media platforms. Remember that other platforms like Pinterest and YouTube, which I prefer, are classified more as search engines than social platforms.

Also keep in mind that your business and your brand are different than mine, and that there are many creative ways to show up online.

Let’s begin with Facebook. Whether or not it’s considered “in” or “out,” it’s still widely used by many people and a primary focus for many businesses. Especially groups/communities.

I personally have not had much luck in using Facebook groups to draw in new ideal leads, although some have trickled in because it’s an interesting niche. I use my group to engage with leads that already exist, and I regard it much like hosting a party.

I host live trainings a few times per month. I do not attempt to show up live on most days, like some marketing experts recommended a few years ago. I don’t think it’s the best way to spend my time, as livestreams don’t qualify as evergreen content. Even when I do, that content goes into my paid membership.

You can join me in my Freedom-Based Wellnness Entrepreneur Community, I would love to have you!

Combined with the fact that I don’t have much control over the platform, I haven’t really put a HUGE effort into growing it and honestly wouldn’t want to rely on a Facebook group alone for generating leads.

Instead, I use my Facebook group as a combination of a community, a laboratory, and a party.

In order to keep it interesting for members, I make sure to stock it with more than just “fluff” content. (although I am fond of offbeat humor)  I also allow others to post and promote (for now) because of the small, intimate vibe. Some of the members may be leads, and others could be collaborators, affiliates, or podcast guests, so my preference is to keep it open like this.

I DID stop using Facebook groups to permanently host my best content, and moved it all to Mighty Networks. I think of it as the “VIP party with extra drinks and food, more rooms, movies to watch, books to read, and other exclusive surprises.”

This is a perfect place for leads to make a small commitment and get a feel for my work, without pressure. It’s a “one stop shop” for my library of content, and it’s much more organized than Facebook, which isn’t really designed for curating content and making it easy to find what you’re looking for.

This is what works for me. For you, a different strategy may work.

That’s my take on Facebook groups, but not the only one:

There are many VERY successful marketing coaches who like Facebook groups much less than I do. (I’ve heard “Facebook groups suck” more than once) I use them, and found a rhythm with it that I’m liking. Will I continue to use Facebook groups in the future? I don’t know.

If you have had luck in generating new leads with a group, and you enjoy the process,then more power to you, and keep going. If you have a larger group, your experience and time commitment will be vastly different than mine.

Instagram

You can do something similar on Instagram, but to be honest, it’s not my primary focus and I’m not the right one to speak about this platform.

I will say that it’s not the most effective search engine nor the best option for building a community. It worked well for my Balkan Nomad project, which was about primarily visual content.. but it’s not high on my priority list for Tech and Wine Media.

It could be perfect for you if you are a hairstylist, in the fashion industry, if you create your own physical products, or focus on visual content.

6. Be focused and intentional about the journey you take your audience, leads, potential clients, and clients through.

Social media CAN be a key player in the entire client journey, so that you can address the needs of your ideal clients or customers according to where they are at in both their personal journey and within the context of the buyer’s journey.

However..

The buyer’s journey for most service-based businesses tend to be longer than for that of commodities, lower-priced physical products, impulse purchases, or services and products based on convenience and telling a visual story.

For example, if you are a hairstylist in my area and you show me some pictures that wow me, I may just head over to your salon right now.

If your services are more based on long-term commitments and specific processes or strategies, your leads are going to need multiple touch points, generally 7-10, before they buy. This is especially true for services that are less tangible or take more time to understand, or for high-ticket items, obviously.

These touch points are not about pressure or sales, but building trust. There is no attachment to outcome, since it’s more of a math game.

These built in, intentional, and essential “touch points” are designed to nurture and build trust.. OFF their dang platform, and on yours. Having this system in place is critical for service based businesses  based on expertise and applying a strategy in order to help clients, patients, and customers get the results they desire.

Taking cold leads and earning their trust so that they naturally become warm and hot leads is a thoughtful and creative process that you own.

There is no ONE way to do this.

The key is in creating a chronological journey and even a story arc that makes sense to a human brain, rather than being bombarded with fragments that take work to piece together, if they are remembered at all.

Where does social media fit in? Honestly, it depends. There’s too many variables to go into here, and it’s about what works for you.

I go into this in detail in the Future Proof Your Business Toolkit, which takes you through the entire process of creating a new business model based on having at least one digital offering, step by step, even if you are starting from scratch. I’m all about starting simply and the “80/20” rule.

Being intentional also helps you.

By remaining focused, pacing yourself, and setting up some of your work flows to happen automatically, you can capture and nurture more leads over time without having to be a slave to multiple social media channels.

It’s unrealistic to expect a solo entrepreneur to show up everywhere, all the time.

Those who DO show up everywhere have a dedicated team and very, very streamlined workflows. This doesn’t happen overnight, and trust me, they got there via a specific and intentional process.

7. Be willing to play the “long game.”

This concept is similar to concept #2: Creating evergreen content. The difference:

Evergreen content is an asset, much like having a library of intellectual property. Playing the long game is about how to leverage your assets, including evergreen content, so that you can gain more with less work.

Focusing on SEO, evergreen and long form content, and steady growth over time is a strategy that many overlook because it doesn’t pay off right away. It’s also not a novel concept, and it’s not as “sexy” as posting on TikTok.

It’s kind of like planting a fruit tree that doesn’t bear fruit right away, but we trust that it will if we care for it consistently. Let’s say it’s the kind of tree that when it matures, doesn’t require much maintenance. The same goes for cultivating a garden.

On the other hand, relying ONLY on social media can sometimes be compared to forcing crops to grow via synthetic fertilizers indoors so that we can eat next week. (Only to have to do it all over again the following week) It feels like less work than planning for and nurturing an abundant garden, but in the long run it’s not sustainable. The minute we stop, the minute what we create disappears.

But many don’t trust what they can’t see right away.

The truth: We reap what we sow. We can actually create the opportunity for more “low hanging fruit” (2 analogies, 2 plant cliches!)

By focusing on long-term, sustainable ways to attract leads that also happen to be closer to being ready to buy from me, I’m ensuring that I won’t need to RELY on social media when I want to take a break from it.

I also have plenty of content that exists outside of social media platforms that I can keep using, updating, repurposing, and recycling. I created an asset that I actually own, and that has a much longer shelf life than a social media post. (yes, I still post on social media.. I’ll get to that in a moment)

This way, nothing really goes to waste, even when I “fail.”

8. Don’t dismiss social media altogether

This blog isn’t about finding more reasons to justify in our own minds “why social media doesn’t work.” It’s an easy trap to fall into with social media, SEO, building an email list, PR, networking, or any other available ways to market a business, no matter how big or how small.

It’s the “See, I knew this wouldn’t work” mindset.

I’ve had clients that have set up social media accounts, only end up using them sporadically, which of course didn’t work. This also doesn’t help create momentum and confidence.

When it comes to any marketing tactic or strategy, it’s much like working with your new clients or patients. It doesn’t help if they haven’t completely “bought in.” It’s not about them being subservient to you. If you are in a unique position to help them with a specific problem and they choose to work with you, then they need to trust you and your process.

The same applies to social media. If you go in, it can’t be half-assed. You have to decide on something, implement it, and keep at it for a while till you can accurately assess what’s working and what isn’t.

It’s a more scientific approach.

And just like science and the pursuit of knowledge, social media isn’t something that is “good” or “bad.” It’s more nuanced than this. It’s very likely that one or two channels will fit in perfectly with YOUR overall strategy.

Much in the way that a good strength training program can be a part of the routine for anyone, of any age, as long as it’s tailored for their needs, social media also has a place in your overall marketing strategy.

Finding the right combination of “Social” and “Search” platforms: Your social media sweet spot

Going back to concept #1: I don’t prioritize purely “social” media, and consciously choose to spend less time there, but I still find it useful.

I personally prefer to focus more on search engine based “social media” like Pinterest and YouTube (TikTok is also a search engine) rather than pure social media, such as Facebook, Instagram, and Twitter, because I want to drive traffic to MY platform (my website.)

I also can’t stand Twitter, but it IS a great way to access celebrities and influencers, once you get past the “Twitter mob.” Note: I’m not sure what the future of Twitter is at the time of this writing. You could use this strategically if it makes sense for you.

I don’t find Instagram to be as appealing as say, a podcast, but it may be perfect for you, as I mentioned in a few examples above.

Since I naturally gravitate towards creating a community/laboratory, I currently use Facebook as a part of my overall marketing strategy, but I don’t count on it to attract leads into my pipeline, because that’s not what Facebook is designed to do.. It’s designed to keep people occupied (and distracted) on THEIR platform.

Although I want to spend less time and become less dependent on social media, I’m not dismissing it altogether. I can still benefit from it if I refine the way I use it.

How and even if I continue to use it may change over time.

9. Consistency is crucial.

This principle is timeless.

The concept of consistency is slightly different from concept #7. Playing the long game is about crafting your strategy. Consistency is about showing up to implement that strategy, even when you don’t feel like it.

I have a lot of memes and quotes about consistency, because I firmly believe that this is the key for most entrepreneurs.

You may see someone who is “killing it” on social media, and has huge followings that turn into leads. Please remember that they also had to do their homework and put in some time to get where they are.

They also show up consistently.

I’ve seen others who claim that one thing or another “doesn’t work” when it’s not about the tactic or method itself, but probably more about how it fits into their own overall strategy and how consistently they apply it.

Of course, if they never give it a chance to work, it won’t, yet they blame their lack of results on the method rather than their lack of commitment.

It’s not just entrepreneurs, either. There’s also a mindset that social media posting isn’t something a company needs to be present for. Just hire a freelance social media manager that knows nothing about the company to come up with some filler posts and sit back and watch the leads pour in.

It doesn’t work that way.

Social isn’t something to “get done”; it’s an ongoing practice to attract, engage and convert.

10. Know when you “Don’t know what you don’t know.”

Many also “don’t know what they don’t know” when it comes to creating a social media strategy and how it can fit into an overall holistic marketing plan.

This also causes the entire process to move at a slower pace, including trial and error and mistakes. I know, because I’ve done things the slow way myself, and found out the hard way what works for me and what doesn’t.

This isn’t a character flaw. It’s normal, and we all do it.

It’s the same thing with any endeavor.. Whether it’s a new fitness program or learning to play a musical instrument, we trust that the teacher knows what they are doing. That’s why we hire experts (the right ones for us, of course) to guide us.

For example, let’s say I want to learn how to play the drums. A complex, prog metal song, and I’m a beginner. I really, really want to play that Tool song.

I’m not going to tell my instructor what to teach me each time I show up for a lesson, because I don’t know the process involved in learning to play a prog metal song that has a kick ass and really difficult double bass pattern, (and lots of other intricacies) when I don’t even know that double bass is even a thing.

Because I don’t know what I don’t know.

My job is to tell the instructor what my goals are.

Or maybe some preferences as far as how I learn and absorb a new technique or learn a piece of music. It’s not my job to tell them how to do their job based on a few YouTube videos I watched.

My teacher’s job is to demystify, teach, discover ways to help me learn, create a plan or strategy, reverse engineer a goal, provide accountability, and hopefully give me confidence to achieve my goal. It’s also their job to let me know what is realistic and what isn’t.

It’s also about timing and the order each step in a strategy is implemented, and this can be the hardest part for many who tend to rely on piecing everything together via Google and YouTube searches.

Chances are,a good teacher/guide/coach has developed a unique system to help their students and clients learn and achieve their goals, even if it is individually customized to a degree.

Of course you CAN rely on trial and error. Just know that it will take longer, and that you’ll discover the gaps in your knowledge along the way.

The bottom line..

To sum it up, social media is often very much misunderstood, by both those who love it and those who hate it, or even those just trying to figure it out or keep up with it all.

I’ve been avoiding writing about this topic for a long time, because of this. Social media isn’t my specialty, but I do need to be informed as it fits in with an overall holistic marketing strategy.

I don’t have all the answers.

And neither do the social media gurus I subscribe to who I rely on to keep me up to date, because it all changes so quickly.

But there are things we CAN do to make social media work for us (rather than the other way around)

Hopefully this article helps you make your own informed decisions and avoid being a slave to social media, and reduces some of the overwhelm factor for you.

I would love to know what you think..

11 Reasons why social media should not be the ONLY tool in your toolbox

11 Reasons why social media should not be the ONLY tool in your toolbox

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I’m not against social media.  However, I think it’s misunderstood and oversimplified: People seem to either love it or hate it.

Be sure to check out part one of this series about using social media in your wellness practice or coaching business, which is about mindset and perspective as a business owner.

In this article, let’s take a closer look at  11 reasons why it’s not a good idea to rely on social media alone for marketing your solo wellness business online (or offline)

1. Social media is designed for.. (well..) socializing

For busy, distracted, and sometimes even bored and nasty people.

I’m talking about the purely social platforms, like Facebook and Instagram, not the search-based platforms, such as YouTube and Pinterest, which are often classified as social media even though people don’t go to these platforms to socialize.

So bear with me.. the primary focus will be on Facebook in this article, but stay tuned because I’ll also be talking about other platforms.

I think it’s a fair guess that when people are on social media, they aren’t searching for the solution to a problem or something to buy.

Some might argue that more people are buying on social media, because it’s easier.

However, just because it’s possible, doesn’t mean that most people will, especially if the buyer’s cycle is longer than it would take to buy a pair of socks or an impulse item. This is the case for most service-based entrepreneurs who help others solve a specific problem.

It’s unlikely that someone will buy from say, a coach just because they stumbled upon them on Facebook or Instagram, because contrary to what some gurus are saying, people don’t always go to those places to buy stuff. They generally go there to distract themselves and hop from one squirrel to the next.

Note: I also understand that platforms like Instagram and TikTok may work very very well for certain industries like salons and retail fashion. Some successful YouTubers also have a great system for selling low cost items and memberships, as well as monetization.

For those who are selling their expertise and an applied strategy, especially if their audience is primarily on Facebook or Instagram, the cycle is going to be a little different.

Without some of the pieces of this cycle, or funnel, running in the background on autopilot, they’ll likely reach a point where they are burnt out and can no longer sustain the pace it takes to obtain and take care of leads via social media alone.

We are all just another “squirrel” on social media.

2. Many are choosing to spend less time on social media, not more

For the first time in many years, fewer people are showing up on and engaging with Facebook and Instagram. Other channels seem to be growing rapidly.

It’s not necessarily about me cherry picking one set of data to guide your decision, and of course you want to factor in other variables, such as your niche, your message, your story, and how you want to show up on a consistent basis.

Is your audience still hanging out on social media? If so, have they moved the party to a different room? (That’s where the best parties often end up, right?)

For example, my “tribe” consists of people that list freedom as one of their core values. They also tend to be intelligent and love to geek out on the topics that hold their interest. It’s harder to find them on some of the huge, more generic groups and communities, so I take time to research other places where they might be hanging out. (Other groups, other platforms)

Haha.. when I have TIME.

Because I don’t want to spend too much time on this. I’ll even ask like-minded colleagues and friends to show me where they hang out so that I’m not wasting my time in some of these groups that are full of fluff and spam, and lack anything particularly useful.

I also leverage friends with large audiences that may have people that resonate with my story, message, and brand, and where I resonate with theirs. I’ll talk more about this in part 3, where I’ll dive more deeply into specific ways you can make social media work for YOU.

3. ..Yet we are still under pressure to conform without any valid reasons WHY social media will help us and our business.

You may have heard from some sources that social media is THE best way to get new leads. But when you look for actual, solid reasons WHY it will help YOUR business, you don’t find it.

Instead, the message is: “This worked for me and it will work for you” or “You need to get with the times and get on board or you will be left behind.”

Maybe it’s because there are those with huge followings that only need to create a single post and people will buy, but this isn’t very common. These are outliers.

Maybe it’s the extroverted GenZ marketing guru who loves spending hours on SM and thinks that anything that originated in the 90’s is “old school” and irrelevant, but has no solid data to back up this belief.

Maybe it’s the “bro marketing” dude that still insists that “hands down, the only way to get more leads is to________ (be on social media, invest in paid ads, etc) This may have worked for them, but will it work for you? Maybe, maybe not.

Maybe it’s all the messages we’re bombarded with about “going viral.” 

Newsflash: The majority of successful business owners and marketing experts don’t advise anyone to rely on large followings (who may or may not be qualified leads) and viral posts.

Putting all your eggs in this one basket is like having a portfolio made of only more volatile stocks, instead of a well rounded one. It also doesn’t take a lead through your entire journey in a way that YOU can control. (#5, #10)

I admit that social media isn’t my zone of genius. I still haven’t really cracked the Facebook group code, and I’m completely uninspired by Instagram and Twitter. I’m more into podcasts and other long form content that can be showcased on search platforms. (My preference)

However, I still integrate social media into my marketing if it allows me to:

  • Drive traffic to my website
  • Feature my evergreen content
  • Create a plan that works for me behind the scenes rather than requiring me to show up every day, endlessly, without a break
  • Interact with my ideal clients in a genuine way
  • Gather information about what my ideal clients and customers really want, in their own language.

I sure as hell won’t show up because of the pressure to conform.

4. Those dang algorithms

I’m sure you know what I’m talking about, and how frustrating it can be that only 10 percent or less of the attendees at your “party” (your community) will even see most of your posts.

It’s not a valid reason to quit altogether, even though it does seem kind of depressing to put in so much time and thought and effort into creating content that nobody will even see or engage with.

This doesn’t mean it’s necessarily smart to de-activate your account.  IT DOES mean that once again, relying on social media to keep your pipeline full is really putting yourself at unnecessary risk by allowing the whims of a large company to control such a large portion of your own business.  

I’ve got some solutions for getting around this problem in part 3 of this series.

5. Social media is a random, not intentional journey

It’s the “Let’s keep ordering more pasta dishes, because we’re gonna need a lot of them to throw at the wall to see what sticks” approach to getting and warming up leads.

But this is exactly the “strategy” I see in some of the wellness groups, where “flying by the seat of your pants” is exalted and praised. This focus on the present while ignoring the future isn’t what I imagine any informed leader or visionary CEO would focus on in order to grow a real business.

Every business, no matter how big or small, needs some sort of plan or direction, or it won’t end up going anywhere. Even when detours and missteps and pivots happen, (they will) we still need direction.

Here’s an example:

Let’s say you want to promote a service that you know will help some of your audience. You can choose to guide the journey from lead to client with an intentional series of content (aka a funnel) that leads them from:

  • Point A: (A blog, video or podcast)
  • Point B: A small commitment via a subscription. This is often done by giving a freebie (a checklist, template, quick tips, quiz, or challenge) in exchange for an email address.
  • Point C: A series of emails to offer genuine value and/or a community where you can also have a 2 way conversation with your audience
  • Point D: A landing or sales page
  • The final destination: A new client or patient or customer!

Again, this particular funnel is just an example.

If you rely on social media alone, what your audience will see instead are hit or miss and random posts controlled not by you, but an algorithm that is designed to keep everyone on the platform for as long as possible.

No matter how much you’ve “trained” Facebook to get more eyeballs on your stuff, it’s still not going to be a huge reach.

What you need are intentional and essential “touch points”designed to nurture and build trust.. OFF their dang platform. This is especially critical for service based businesses that are based on expertise and applying a strategy in order to help clients, patients, and customers get the results they desire.

Taking cold leads and earning their trust so that they naturally become warm and hot leads is a thoughtful and creative process that you own.

There is no ONE way to do this.

The key is in creating a chronological journey and even a story arc that makes sense to a human brain, rather than being bombarded with fragments that take work to piece together, if they are remembered at all.

Social media can be a part of the journey, but it’s too random and messy and unpredictable a place for this to happen on its own, even though it is still a good place to host a community/laboratory.

It also creates a lot of unnecessary work for you. (See #6)

It’s more about what’s sustainable for YOU, in the long run.

6. Relying on social media alone takes too much energy to sustain over time

This is my personal favorite reason.

I don’t like the idea that I can never, ever slow down or take a break, and how unsustainable it can be to keep cranking out new content that has the shelf life of sushi on a hot summer day.

I find that I have to keep treading water on a daily basis if I rely on social media. It can get exhausting, trying to come up with new content, keep in touch with friends and potential leads, and fight to keep eyeballs on my stuff, rather than the next cute dog video.

I also don’t like having to spend hours chasing down clients, and I’m sure potential clients can also smell a chase from a mile away.

Plus, I’m an introvert. This kind of thing wears me out.

Even for the most extroverted, it’s likely that one day they will burn out and get very, very tired of the constant presence and churning out content that disappears within days or hours.

This is about more than avoiding burnout, which is a common theme with business coaches. It’s about sustainability and growth via a framework that isn’t dependent on we, the founders of our businesses, doing everything, all the time.

Social media can easily turn into its own part-time or even full-time job. And then building an actual sustainable business becomes a mere “side hustle.” This is backwards.

If the front end work in #5 sounds like a lot, it’s a LOT less work than coming up with new social media content every day.

I’ve seen some business owners who appear to be glued to their inbox and spend most of their time focusing on the present, rather than cultivating ways to stay in touch with their audience and build leads for the future.

Relying on social media often means that the business is dependent on the constant presence of the owner/founder/CEO, when they should be focusing on how to build and run a business that can still function without them.

THIS is a concept that seems foreign to many entrepreneurs, but if you really think about it, ignoring this concept tends to be our downfall.

I can already hear many saying: “But this is what gives me joy. Nobody else can do what I do!”

Although there is truth in this, at some point, in order to grow, I believe we need to shift towards creating a more sustainable framework or system that allows us to step away from the stuff that someone else can do, or that can be done automatically.

Questions to ask yourself:

Are you focused as much on building a repeatable system that will ensure the future sustainability and growth of your business, or are you enslaved by the present moment and endless days of winging it and re-inventing the wheel?

Can you imagine a growing and sustainable business with a leader that is on social media for hours each day?

See part 3 of this series for more about how to make it easier on yourself. 

7. “Pay to Play:” driving organic traffic to your website is getting harder to do from purely social platforms

You may or may not have noticed that it’s getting more expensive to run ads on social media platforms like Facebook and Instagram.

While paid traffic can be part of a well-rounded or holistic marketing strategy, and may make sense for you and your business, the truth is that it’s getting more expensive, and that organic reach is getting smaller.

Again, I don’t see this as a reason to quit social media, but it’s another reason to put your eggs in other baskets.

8. Facebook jail and account suspensions DO happen to the best of us.

This isn’t something that happens to just “those bad people.” I’ve witnessed it happening for the most ridiculous and arbitrary reasons. The “community standard” doesn’t always make sense, and the odds of an account suspension happening aren’t as small as you might think.

What if this happens during a big launch?

If there’s no other reason to convince you to put your eggs in some other baskets, this might be it.

9. The social media companies don’t care about you or your small business

Not that I expect them to, but small business owners, even though they create a large chunk of the content, are pretty much ignored on platforms like Facebook and Instagram.

Despite the cartoons and “we care about you” messages, the reality is that it is a revenue-driven business designed to keep visitors addicted and on the platform, not about driving traffic to a small business website.

In order to make it work for us, it could mean having to “pay” with our time or money. In other words, it’s kind of expensive to rely on pure social media to get more clients, IF it’s your only strategy. (#7)

Questions to ask yourself:

What happens when you stop posting?

What happens if you stop paying for ads?

How long will it take you to get the paid ad strategy working for you? Can you afford to do it right now?

How do you take a potential lead to the next step without hounding them with DM’s?

How can you leverage content you already created, instead of having to wake up everyday and create more, because it disappears within days or hours?  Tip: This blog will spin off oodles of future content for me.. the hard work has already been done. 

If you don’t know the answer to these questions, you are letting Zuck run the show.

(I’ve got tips on how to play the game so that you don’t go broke or turn into a slave in part three of this series)

10. You don’t get to control the narrative, branding, pacing, or visibility of your business on social media.

I want new leads to be taken on a journey that takes place on MY turf. My hub. My one-stop shop. My movie. My story.

I want to do this in a systemized way that isn’t random, and can be paced in a way that makes sense to my audience, leads, and paying clients and students.

I’ve taken a lot of time to develop my brand, my story, my message, my narrative, and my entire ecosystem, so that I can actually stand out from all the noise out there on social media.

It goes without saying that I want to control my narrative, message, and brand without having it eclipsed by the look, feel, and experience that Facebook and Instagram provide, as well as their “community standards.”

I also never have, and never will, focus on creating “viral” content. I don’t even focus on creating rapid growth in my Facebook group, even if these are the benchmarks that some social media experts use to measure the success of their campaigns.

I don’t care how many followers I have, or about creating a viral post, To me, this isn’t a good strategy because:

  • It takes no commitment at all to click on a LIKE or FOLLOW button. The half life of a like today is about 90 seconds, if I were to take a random guess. This dead weight can even hurt your reach.
  • It’s about quantity, not quality. Most followers from viral traffic aren’t even going to be high-quality leads (in other words, YOUR ideal client or patient or customer)
  • You really aren’t as in control as you think you are if your main goal is to create viral posts
  • Most viral posts don’t last very long.

For those who have managed to create large and focused Facebook groups, (and a personally know  admins or moderators of groups over 5k)..  I bow to you.

Large Facebook groups can be very successful, but they can also become a burden and actually take your focus away from your other CEO and managerial duties. Unless you have plans to add other admins and moderators, I strongly advise keeping the growth of your group focused on high quality members, and keeping growth in check till you come up with a management plan.

And of course, the timing and pace isn’t about YOUR system, but theirs, and again, keeping eyeballs and attention on their platform.

Questions to ask yourself:

What happens when your viral post fizzles out?

Do you have a strategy for getting those viral viewers on your website or email list?

Do you have a clear message, story, and brand, along with a system that drives the journey you take your people through? Or are you relying on social media to do that for you?

Are you in control of your own narrative? (Content, content length, voice, branding..)

Are you in control of the pacing and timing of your communications with your audience and leads? (For example, evenly timed messages that are likely to be seen leading up to a launch, or “spray and pray,” hoping that the algorithm gods are smiling upon you?)

If not, then the next reason definitely applies..

11. It’s never a good idea to build a business on a platform you don’t own.

It surprises me how many  entrepreneurs are willing to allow social media and its whims to drive their ENTIRE marketing strategy, and to completely neglect the development of their own proprietary systems and intellectual property.

Social media can play a role. But alone, it doesn’t make it easy to showcase your evergreen content (your blog, podcast, or video channel) so that you don’t have to come up with content on a daily basis.

This goes for ALL the content you create.

Why not focus on creating more intellectual property that you OWN, and leveraging it? I’m talking free content, yes.. but also gated content: You can also focus on member-exclusive content that is only available for a monthly subscription, books, low-ticket offerings, programs, or signature courses that you can profit from.

Again, social media is awesome in that it provides a way to communicate freely.

I just don’t think it’s a great place to focus on creating content for, and that our intellectual property needs to be created, curated, managed, and leveraged OFF the platform.

Of course, excerpts can be copied and pasted and repurposed for social media, but I don’t think it’s the place to put ALL our best stuff.

It’s more like a movie trailer that gets people excited about the actual movie.

Remember, it’s free, and you are not the customer, but their product and product creator.  Why work so hard for THEIR benefit?

I’m going to wrap part one of this series up with one last thought: Social media isn’t going anywhere anytime soon. It’s an important part of an effective marketing strategy, when done in a way that suits YOUR business.

Here’s what I care about:

I care more about generating real, high quality leads CONSISTENTLY, over time, with the least amount of time investment possible overall. (This could mean more work up front, but less work down the line, and I’m cool with that)

I care about the small business owners and real people who enter my Freedom Based Wellness Entrepreneur Community, whether they are leads, potential collaborators, or friends/colleagues.

I care about enjoying the time I spend interacting with real people who I’ve come into contact with and want to hang out with, and I hope it’s mutual.

In part three of this series, (coming in a few days) I’m going to show you 11 ways to make social media work over the long haul, so that you don’t have to hustle, chase, or “dance and point” your way to success.

Yes, I go even deeper and offer more tips, insights, and “secrets.”

Instead, can show up in a way that feels more natural, relaxed, inspired, and efficient, even if you are just getting started, are an introvert, or don’t want to feel pressured into “doing the stuff” just because it seems like everyone else is.

Need help with automating your business?

Social media can be a time suck.

If you find that you are becoming a slave to your social media accounts and following,  it may be time to take a close look at your social media strategy. 

You don’t want to stop there. It’s also important to pay equal attention to the systems and workflows of your entire business, and how everything works together in a holistic manner.

This isn’t just for big corporations or even small businesses.. today, solopreneurs can benefit from affordable tools (NOT just tech tools) so that they can create something wonderful and sustainable for themselves and for their clients.

Apply now to get started.