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Why social media is the first step
…not the final destination for your ideal clients
I do believe that most small business owners can find their ideal clients on social media. In fact, it is a brilliant place to look for them. But while a scroll through Instagram or LinkedIn might be where the journey starts, it is rarely where the real magic happens.
Social media is usually only the very first step in bringing someone into your world. It is the digital equivalent of a shop window or a friendly wave across a crowded room. It’s fantastic for reaching people around the world, i.e. individuals you would never usually meet in real life, as well as connecting with those that you do meet at networking events or in your local community.
However, when it comes to a client truly trusting you and getting to know your business, a few comments and reactions on a post only go so far. To lead someone to a sale, you need to nurture them off social media and into a space where you hold space and can build trust and authority. It also converts them much quicker than the algorithm showing random posts and random time to random people!
The visibility trap
In the world of marketing, I often talk about the customer journey and the content that leads them along. Social media so often just sits in the “visibility” part of that journey. Right at the start! It’s great for awareness, but it’s a difficult place to build a deep, lasting relationship or to make a sale.
As I have mentioned before, you can’t sell from a social media post, it’s technologically impossible! You need to be strategic and you need to nurture before you can make the first conversion.
I often talk about how a solid content strategy can fix why small business marketing fails, and a big part of that is understanding the “why” behind your posts. If your only goal is to get “likes,” you are missing the opportunity to lead people further into your ecosystem.
Posting a photo or a reel is relatively easy. The functionality of social media is designed for quick consumption, not deep connection. Moving people off these platforms is the “hard work.” It requires an up-to-date profile, an attractive lead magnet, and/or a website that actually allows people to book a call or buy from you.
But even though it takes more effort than a quick post, I promise you it is always worth it. And it’s so much better than a “post and pray strategy”.
Why you need to “move your ideal clients on” from the feed
What do I mean by nurturing people “off social”? I mean encouraging your social media followers and connections to engage with you somewhere else. Whether that is signing up for your mailing list, attending a workshop or webinar, or visiting your website to read a blog, these “off-platform” actions are where the relationship solidifies.
When you move the conversation elsewhere, the dynamic changes:
- Personalised communication: Once someone is on your mailing list, it is so much easier to personalise your communications. You aren’t shouting into a void; you are speaking directly to their inbox. As I’ve mentioned before when discussing how to plan your monthly email marketing, your subscribers are precious. Treat them that way by giving them content they can’t get on your grid.
- A quiet space: When a lead visits your website, they can see the whole array of what you offer without the noise of other posts and people distracting them. On social media, you are always one swipe away from a competitor or a cat video(!!!). On your website, you have their undivided attention and your content in your context, especially if you have informative sales pages or a decent blog.
- The power of you doing your thing: If you invite someone to a discovery call or to experience a webinar, you can have a real conversation. They can experience you. You can ask them where they are at, in real time. This is where you can truly position the right services for them and address their specific pain points in a way a caption or a 1 mintue video never could.
Top tips for getting people off social media
If you want to move your ideal clients further into your world, you need to be intentional. Here are my top tips for making that transition happen:
- Do the hard work yourself: Don’t wait for people to find your “link in bio.” Look for the people who regularly react to or comment on your posts but aren’t yet in your world. Reach out to them.
- The direct approach: Sending a DM (Direct Message) is one of the most underutilised tools. If someone is engaging with your content, invite them to join your mailing list or to book a call. Keep it friendly and low-pressure. Social media platforms also like it, you know!
- Audit your profile: Make sure your profile page is up to date. It should have a clear call to action and a working link. If a stranger landed on your profile today, would they know exactly how to take the next step with you?
- Create an “attractive” lead magnet: Give people a reason to make the jump to your mailing list! Whether it’s a free guide, a checklist, or a video series, make sure it’s something your ideal client actually wants.
- Promote your “other” homes: Use your social media content to talk about your blog, your podcast, your discovery call or your upcoming workshop. Remind people that the best stuff happens behind the scenes.
Building your ecosystem
Social media is a fantastic tool, but it should be just one part of a whole ecosystem. To turn a follower into a customer, you have to see it as the first step in a larger journey. You want to nurture those ideal clients and lead them to a sale, and neither of these things can happen very easily if you stay exclusively on social media.
By inviting people into your world through emails, blogs, and calls, you are moving from being “just another post” to being a trusted expert.
Ready to turn your social media into a powerhouse?
If you want to make social media the strongest first step it can be, I would love to help you build a journey that actually converts. Sometimes you just need a fresh pair of eyes to see where the gaps are in your “ecosystem.”
Book a Content Rescue Discovery call with me today, and let’s make sure your content is working as hard as you are.