Why Isn't My Social Media Getting Me Customers?

When someone tells me their social media isn't working, the first thing I look at isn't their posts. It's their profile.

Every post you make should be getting people curious enough to tap over to your profile. So, if your profile doesn't make it obvious who you are, what you do, and where to go next, you can pour hours into creating more, better content and still not make a single sale.

Let's look at how to fix that, so more of the right people are discovering your business AND converting into buyers.

Your profile is doing more work than you think.

Your posts come and go, but your profile stays put. It's the one place every interested person ends up, so it needs to make the next steps easy.

A few ways to "optimize" your profile are to make sure your profile picture is your logo or a photo of you, keep your name and headline clear, and rewrite your bio to be fun, but also clearly show who you are, what you do, and what someone should do next.

Another VERY important thing to do is to check your links to make sure your website or shop is there (because people won't go looking for it if not).

Then I look at the numbers (but not the way you'd think).

Views, follows, likes, and clicks tell me how many people are finding you compared to how many are trying to take the next step. So, they are important, but vanity metrics shouldn't be the main goal.

If five people saw a Reel and one of them reached out, that's amazing. If five million people saw it and one person reached out, something is broken. Views and followers are a good indicator, but you don't want them to be the whole goal.

I've checked out accounts that have a video with three million views and about a hundred followers. Followers aren't buyers, but that tells me a LOT of people found them, and very few wanted to stick around.

High views and no customers mean posting more.

If people are seeing your content but nobody is reaching out, posting more won't fix it (and you probably don't need to post as much as the internet says, anyway).

People are actively looking at you and deciding not to take the next step. That either means your message isn't clear, or the place you're sending them isn't consistent with what they've seen.

(Side note: if almost nobody is seeing you at all, that's different and posting more would definitely help with that!).

Every post needs a job.

When I look through someone's posts, I'm looking for a PLAN. Some posts should help new people discover you, some should build trust with the people who already follow you, and some should turn followers into customers.

That doesn't mean every single post has to be blatantly strategic. In fact, some should definitely have more personality (for BTS content for example). But I see a lot of business owners going a little too far personally and talking to the camera like, "hi guys, so today I picked up my kid from school, and that's it."

People love a good story, so tell it, but in a way that helps them understand your business, and not only your life. You're a business owner (not an influencer for goodness sakes!), so you want people to remember you FOR your business.

I'm not saying they shouldn't know you as the founder. But, put it in a pinned post or your highlights, not giving us the rundown of your afternoon.

Here's what that looked like for Green Heart.

When Green Heart Enterprises came to me, their website was quite literally a keyword salad. If you looked at a competitor's website, you wouldn't be able to tell whose copy was whose.

Then, if you'd click over to their social media, you'd find a holiday posts (Merry Christmas, Happy Thanksgiving) and company events, with almost no actual work on there. And, don't get me wrong, event and holiday posts aren't inherently bad, especially for a bigger company! But when they're the only thing you post, people can't connect what they see to what you do.

So, I rebuilt their website to look and sound like Green Heart, and rebuilt their socials to match. Their social impressions went up 227% in thirty days, and more importantly, they got 32 qualified inquiries in that same month.

So where do you start?

It's because either your message isn't clear, the trip from your profile to your website is losing people, or your posts don't have a plan (a strategy if you will) behind them that you aren't making sales from social media.

And really, most people have a mix of these issues. The trick is knowing which one to fix first, instead of just doing MORE, MORE, MORE.

I made a free 2-minute quiz to show you where your online presence is costing you sales and gives you a fix you can implement today.

Take the quiz here →