Why Selling on Social Media Isn't Enough - And What to do Instead

Do you ever feel like social media is a black hole where time goes to disappear? You spend hours posting, scrolling, liking, and commenting, but at the end of the day it feels like you’re not getting much out of it. You’re not alone! Many small business owners jump into platforms like Facebook, Instagram, and LinkedIn hoping to connect with customers and boost their brand only to find themselves trapped in an endless loop with not much to show for it. It’s easy to feel like you’re doing everything right - after all, you’re active, you’re visible, and you’re sharing updates. But are you really using social media to its fullest potential?

Here’s the kicker: social media isn’t just about showing up; it’s about showing up in the right way. And yes, there IS a “right way.” Let’s talk about how you can use these platforms to build real, meaningful connections with your audience.

You might be thinking, “I already know how to use social media! I log in, post a picture of my dog, catch up on the latest news, and maybe share a few business updates. Isn’t that the point?” Well, from a personal standpoint, sure. Social media was designed for connection and relationship-building. But when it comes to your business, there’s a whole other layer to consider. 

Imagine this: You’re scrolling through your feed and you spot a post from CompanyQ trying to sell you something. You barely give it a second glance before moving on. Then a few posts later they’re at it again, trying to push another product. Aren’t you going to be annoyed with CompanyQ? That's because they’re focusing on the wrong thing - they’re trying to sell before they’ve taken the time to build a relationship. Even if your current strategy isn’t as in-your-face as this theoretical company’s, you may still be missing something.

Here’s the thing: Social media is like meeting someone new at a party. You wouldn’t walk up to a stranger and immediately say, “Hi, buy my product!” In the example above, CompanyQ is using this strategy. But that’s not how relationships work! Instead, you’d introduce yourself, share a little about who you are, and maybe crack a joke to break the ice. You’d ask them about themselves, listen to their story, and only then, if it felt right, would you mention your product. Social media should work the same way! It’s about building trust and rapport before you ever ask for a sale. People do business with brands they know, like, and trust. So, how can you make sure your audience feels that way about you?

1. Show some personality. Let your followers see the people behind the brand. Share stories about your team, your journey, or what inspired you to start your business. People connect with stories - they’re relatable and humanize your brand. 
2. Engage with your audience directly. Ask them questions, respond to their comments, and encourage them to share their own stories. Maybe run a poll about their favorite local coffee spot or ask them to vote on your next product color. The more you interact, the more you build a community around your brand.
3. Share user-generated content. When customers tag you in their posts or share photos of them using your product, repost those on your own channels! It shows that you value your customers and appreciate their support. Plus, it’s a fantastic way to create a sense of community and belonging.
4. Leverage the power of “silly” posts. Celebrate quirky social media holidays, share a funny meme that resonates with your brand, or post a behind-the-scenes blooper from your last team meeting. These kinds of posts might seem lighthearted, but they’re incredibly effective for building relationships. They show your brand isn’t just about business - it’s about having fun.
5. Use social media to provide value. Share tips, how-tos, or insights that your audience can actually use. Whether it’s a quick tutorial on how to get the most out of your product or a helpful industry tip, content that educates or inspires will keep your audience coming back for more. And it reinforces your position as a trusted expert in your field.

Now, of course there’s a balance to everything. If you never sell then people aren’t going to think to buy from you! We generally recommend the 80/20 rule: 80% of your posts should be relationship-building (something like the 5 ideas above) while 20% should be sales. And actually, the younger your target audience is, the less often you should be selling. 

According to Forbes, in an interview with Craig Corbett, co-founder and partner at Publicize, “The ability to forge an authentic connection couldn’t be more important for companies targeting Gen-Z buyers. The founding stories behind startups and companies need to focus heavily on the human element behind the brand to forge genuine customer loyalty, as well as showcase any initiatives related to sustainability or D&I initiatives.” While Gen-Z prioritizes the humanization of a brand above all else, other generations will still appreciate this and will be more likely to work with your company if they feel connected to you!

So, does social media have to be a waste of time? Absolutely not. When used correctly, it’s one of the most powerful tools in your marketing arsenal. It’s all about how you use it - focus on building relationships first and the sales will follow naturally. Instead of using social media as a megaphone to broadcast your message, think of it as a bridge that connects you with your customers. And if you’re feeling a bit lost on how to start, don’t worry! We’re here to help you create a strategy that not only engages your audience but also strengthens those all-important customer relationships. Click here to schedule a consultation. Let’s make social media work for you!