If you’ve been questioning your relationship with social media, then you’ll love this next set of blogs for this month.
Perhaps you’re tired of constantly churning out new content and the result is only a few likes and comments from people you already know?
Maybe you have yet to get an actual client from social but you don’t have any other consistent process to bring clients into your programs.
Or maybe, you never liked social media.
I see it all the time—service-based business owners spending hours crafting the perfect social media post(s), hoping it will magically bring in new clients. But after all that effort, what do they get? A handful of likes, maybe a few comments… and no real business growth. Sadly that means no real growth of clients, revenue or cash flow.
If that sounds familiar, you’re not alone. We’ve been sold that social media is the key to success. That if we just “show up consistently,” and post valuable content, then clients will flood in. But let’s be honest—for the majority of service-based entrepreneurs, how many paying clients have actually come from your latest Instagram reel or LinkedIn post?
Here’s the truth: Social media alone won’t build a sustainable, high-value service business. And here’s why.
- Social Media Rewards Attention, Not Conversion
Social media platforms are designed to keep people scrolling, not buying. Their goal? To keep users on their platform for as long as possible—because that’s how they make money.
Sure, you might get engagement, but that doesn’t mean those people are ready (or even interested) in hiring you. Likes and comments might feel good, but they don’t pay the bills.
- Posting More Won’t Fix the Real Problem
A common misconception is that if social media isn’t working, you just need to post more. More reels, more stories, more content. But that’s like shouting into a crowded room—louder doesn’t mean clearer.
If your posts aren’t bringing in clients now, doubling down won’t change that. The real issue is that social media is a distraction from the things that actually drive business growth—things like direct outreach, referrals, strategic partnerships, and strong positioning.
- The ‘Know, Like, and Trust’ Myth
You’ve probably heard that people need to “know, like, and trust” you before they buy. And while that’s partially true, social media isn’t the fastest way to build that trust.
Think about it: If you needed a lawyer, a business coach, or a consultant, would you hire the person who popped up on your Instagram feed, or the one who was recommended by a friend or colleague?
Referrals, word-of-mouth, and strategic relationships create instant trust—something social media simply can’t replicate at the same speed.
- Social Media is Borrowed Land
The biggest risk? You don’t own your social media audience. Platforms change algorithms, accounts get shut down, and reach is constantly being throttled. You could lose everything overnight.
If your business depends too heavily on social media, you’re building on unstable ground. Instead, imagine putting that energy into assets you own—like an email list, a strong referral network, or direct client relationships.
- Social media isn’t getting you in front of NEW prospects
When I show clients what it takes to consistently GROW a business, it’s a process I call the sustainable Revenue Growth Engine. Social media actually falls into the Cultivate portion of your customer’s journey – and the majority of the algorithms are not making you visible to new people.
Revenue Growth Engine
What to Do Instead
So if social media isn’t the answer, what is? Here’s where to focus your efforts:
✅ Deep Relationships Over Shallow Engagement – Instead of posting and hoping, have direct conversations with potential clients and referral partners. A single well-placed introduction can be more valuable than months of social content. Recently, I’ve started inviting business owners for a ‘Walk & Talk’ where we can walk throughout the trails on the farm and spend over an hour deepening our relationship.
✅ Authority Over Virality – Position yourself as the go-to expert through thought leadership, speaking engagements, and strategic networking, not just social media posts. My favorite authority-building strategy is speaking to other people’s audiences (OPA) – including media or guest interviews.
✅ Ownership Over Dependence – Build an email list, create long-form content (like articles, workshops, or books), and nurture high-value connections. These assets compound over time—unlike social media posts that disappear in a day. These articles, workshops or trainings are ASSETS – resources that you can use over and over again. (Do the hard work once!)
Final Thought
I’m not saying social media has zero value. It can be a great visibility tool. But if you’re relying on it as your primary growth strategy, it’s time to shift your approach.
If you want clients now, focus on what actually moves the needle: direct outreach, strong positioning, and relationship-based marketing.
And if you’re ready to build a business that doesn’t rely on chasing algorithms, let’s talk. Reply to this email and tell me about your biggest challenge—I’d love to help.
You can do this!
Diana
