• Lenny Richardson

Why Social Media Marketing Is NOT What You Think

Social media has become a new addition to the business landscape.

Many people still haven’t tapped into it’s true potential and even more don’t take it very seriously, still seeing it as a tool used by millennials to share photos of their Starbucks drinks and selfies.

The businesses that do take it seriously still fumble over the best ways to use it, making countless mistakes.

But what’s the true mistake that businesses make on social media?

They don’t truly market on social media in a manner that aligns with their overall goal.

Now, of course, every business has different immediate goals. Perhaps your business is more concerned with creating a brand and than generating website traffic.

Or, perhaps your business is large and can’t handle more clients, forcing your main objective to be expanding or scaling.

These are all valid goals you may have and could be likely situations your business might be placed in, but the single biggest objective that all businesses typically have is: generate revenue.

The revenue is what keeps the business afloat and pays the bills.

But what’s this have to do with social media?

The problem with social media is that so many businesses aren’t using social media to drive revenue, which means that if their Facebook, Instagram, or LinkedIn page didn’t exist, nothing would really change. But why does it matter? No harm done right?

Well, not necessarily.

Chances are, someone is still posting or maintaining your social media page. This means that it’s either costing you money if you’re hiring an agency or an employee or it’s costing you time if you’re the owner and you’re posting on behalf of your business.

Don’t worry. I’m not here to guilt you by focusing on your problems. My goal is to bring you solutions.

Below are a few simple solutions to help you restructure your social media to actually market your business.

Reduce Friction By Being Omnipresent

First of all, my belief is that you should have a social media page and you should be active across all platforms.

Your target client or customer is out there but with lower attention spans and more competition in a single industry, your goal should be to stand out and be available when your client is ready to buy your product or use your services.

One of the biggest turn offs to your customers is the friction that comes when they’re interested in spending their hard-earned money only for a website to be too slow, or the checkout feature to ask for too much unnecessary information.

If you make it too difficult for your client or customer to find you and purchase from you, you’ll always lose out to your competitors that made their process much simpler. For an example of this, consider Amazon and their introduction of the one-click feature to their business.


This might be one of the biggest mistakes made by businesses on social media. They hurt themselves because their content doesn’t have a specific strategy.

What should the strategy be?

Well, it depends on your goal.

If your goal is to simply increase brand awareness, your strategy might just be to post appealing content that encourages engagement and sharing with a CTA that simply asks for a like, share, or comment.

If your goal is to drive revenue, you might want to consider content that redirects the viewer to a funnel or a landing page that will convert them to a paying customer. This might require you to post less appealing content but more value-based content.

The strategy you use will influence the type of content you should be putting out, where you’re putting it (Facebook, Instagram, Youtube, TikTok, Snapchat, etc.), and how frequently you’re putting it out.

Each platform has a different algorithm and different types of audiences.

For example, YouTube viewers generally go on YouTube for immediate entertainment or to learn a skill. Meanwhile, an Instagram viewer might not be interested in learning something but is instead concerned with consuming fast and visually appealing content.

This leads to the final point:


Every social media platform has its own strengths and weaknesses and a large variety of features. Many businesses post haphazardly or post content on the wrong platform. For example, if you have a 30+ minute instructional video, it might be off-putting to post the video to IGTV. Perhaps, posting the video to YouTube and chunking the video down to 1-3 minute digestible pieces for Instagram might be the better move.

Again, the specifics vary heavily on your business, your overall brand, and what you hope to accomplish. I hope this article breaks down the misconceptions of social media and social media marketing.

It has less to do with simply posting and has everything to do with consistent strategizing and implementation with the purpose of accomplishing a specific goal that’s measurable.

If you need help creating a social media marketing strategy that will help your business profit, please don’t hesitate to schedule a free strategy session using this link or send me a direct email at

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