Why "Posting on Social Media" Isn't a Real Strategy

Here's What You Really Need to Do to Attract Clients

If you think simply posting three times a week on social media will attract clients, you might be disappointed when the results don’t come through.

Yes, many business coaches and influencers will tell you to show up, post consistently, and the clients will roll in. However, they often forget to mention that choosing a marketing channel—be it social media, blogging, podcasting, or networking—is just the beginning. What you really need is a solid strategy built around that channel.

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As someone who coaches new entrepreneurs, I frequently see how overwhelming this can be, especially for those with little to no marketing experience. Here's a step-by-step guide on how to effectively strategize your chosen marketing channel to draw in clients.

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1. Select the Right Marketing Channel

For new business owners, it’s crucial to focus on one or two marketing channels. This allows you to hone in on what works best without spreading yourself too thin. Choose a channel that aligns with your strengths and personality. For example, if you’re an introvert who enjoys writing, blogging might be a perfect fit. On the other hand, if you’re extroverted and love teaching, hosting free workshops could be your way to attract clients.

?Additionally, pick a channel where your ideal clients are likely to be. Conduct some research to find out where your target audience spends their time. For instance, TikTok attracts a casual, entertainment-seeking crowd, while LinkedIn is frequented by professionals and entrepreneurs.

2. Develop a Strategy Around Your Chosen Channel

Once you’ve selected a channel, it’s time to develop a strategy. Take social media, for example. Start by setting up a compelling profile that clearly communicates what you do. Then, plan your content to grab your audience’s attention. Stand out by offering a unique perspective or educating your audience on things they may not know about their current situation.

3. Create a Content Calendar

For channels that require consistent content, such as social media, blogging, or podcasting, a content calendar is essential. It helps you stay organized and ensures that you’re consistently providing valuable content. Think of key themes or topics you want to cover and decide on the types of content you’ll create, such as Instagram Reels or Facebook posts.

A content calendar isn’t just about posting regularly; it’s about planning your content in a way that supports your overall strategy and guides your audience through their buyer’s journey.

4. Understand and Map Out the Buyer’s Journey

In marketing, the buyer’s journey is the process potential clients go through before making a purchase. It typically involves multiple interactions with your brand. To convert these interactions into sales, you need to guide your audience through a well-thought-out journey. Add clear calls-to-action (CTAs) to your content, directing your audience to take the next step, whether it’s visiting your website, signing up for a newsletter, or booking a consultation.

5. Don’t Just Rely on Content

While creating content is essential, it takes time to see results. In the meantime, engage in activities that can yield quicker returns. Attend networking events, share your business with friends and family, and ask for referrals. These efforts can help you secure clients while your content strategy gains traction.

Content has a lasting impact and works for you even when you’re not actively promoting your business. A well-written blog post or a valuable podcast episode can continue to attract potential clients long after it’s published.

Final Thoughts?

Posting on social media can be an effective strategy for finding clients, but it requires intentional planning and execution. Beyond just posting, you need to create a comprehensive strategy that guides your audience through their buyer’s journey and encourages them to take action.

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