You’ve been told social media will bring you leads. So, you set up your profiles, start posting, and… crickets. Maybe a few likes, the odd comment from your mate, but no real business.
Sound familiar? That’s because social media isn’t actually designed to do what many people think it does.
Social media marketing is powerful - but not necessarily in the way you expect. If you’re measuring success purely in leads and sales, you’re probably going to be disappointed. But if you understand its real role in your marketing strategy, you’ll see how it can play a vital part in attracting and converting customers over time. So, what should you expect from social media, and how do you measure success? Let’s break it down.
What is Social Media Marketing?
Social media marketing (SMM) is about using platforms like LinkedIn, Facebook, Instagram, and Twitter to build relationships, boost brand awareness, and engage with your audience. Sure, it can generate leads, but that’s not its primary strength. It’s about visibility, credibility, and trust - three things that are especially crucial for small, niche businesses where expertise is a key reason customers choose to buy.
Think of social media like networking at an industry event. You wouldn’t expect to walk into a room and land a contract within five minutes. But by showing up, having conversations, and building relationships, you’re planting the seeds for future business. That’s exactly what social media does.
How Does Social Media Fit Into Your Marketing Strategy?
Social media isn’t a standalone marketing tactic - it works alongside other efforts like SEO, email marketing, PR and content marketing. It’s one piece of the puzzle, helping to attract potential customers and keep you visible in their world.
For example, if SEO is about getting found in search, social media is about staying remembered. It keeps your brand in front of people until they’re ready to take action. Meanwhile, email marketing nurtures leads, and your website does the heavy lifting when it comes to conversions. The businesses that succeed with social media are the ones that use it as part of a wider strategy, not as their only hope for leads.
Where Does Social Media Fit in Your Buyer Journey?
Social media plays a pivotal role at several stages of the buyer journey:
- Awareness: Your posts, ads, and shared content introduce your business to new people.
- Consideration: Potential customers engage with your content, follow your updates, and start seeing you as an expert.
- Decision: Reviews, testimonials, and direct interactions help tip them over the edge when they’re ready to buy.
- Loyalty: After the sale, social media keeps you connected, turning customers into repeat buyers and brand advocates.
So, if you’re expecting social media to deliver instant leads, you’re skipping all the crucial steps that happen before someone decides to buy.
What Results Can You Expect From Social Media?
If you’re using social media well, here’s what you should be seeing:
- Increased Brand Awareness - More people recognise your business, engage with your content, and become familiar with what you do.
- Higher Engagement - Conversations, comments, and shares that show people are paying attention.
- Lead Generation - Not direct sales, but inquiries, newsletter sign-ups, and warm leads who are interested in what you offer.
- Sales and Conversions - Social media contributes to sales, but usually as a supporting player, not the main driver.
- Better Customer Relationships - It gives you a direct line to your audience, helping you build trust and long-term loyalty.
Expecting social media to do all the heavy lifting is like expecting a first date to end in marriage. It might happen occasionally, but for most people, there’s a whole process before commitment.
How Do You Measure Social Media Success?
Forget vanity metrics like follower count - what really matters depends on your business goals.
- If your goal is brand awareness, track reach, impressions, and shares.
- If you want engagement, look at comments, saves, and meaningful interactions.
- If you’re focused on lead generation, track sign-ups, website clicks, and enquiries.
- If your priority is sales, measure conversions from social media-driven traffic.
- You need to measure the right things based on what social media is actually meant to do. Otherwise, you’ll end up thinking it’s failing when it’s actually working exactly as it should.
Final Thoughts: Is Social Media Worth It?
Social media marketing isn’t a magic bullet, and it won’t replace the need for a solid strategy. But if you use it the right way - as part of a bigger marketing system - it can be incredibly powerful.
So, before you write off social media as ‘not working,’ ask yourself: Am I expecting it to do something it was never designed for?
If you want a social media strategy that actually fits your business (instead of throwing random posts into the void), let’s talk. We’ll help you make sense of it all and build a plan that delivers results - without the frustration.
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