If you think of social media as a direct sales tool, you’re setting yourself up for frustration. Unlike paid ads or cold outreach, social media is NOT about instant conversions. (So, stop asking your social media manager why their posts are leading to sales!)
In all seriousness, social is a platform for brand awareness, relationship building, and community engagement. Yep. No mention of sales here. But when it’s used strategically, social media nurtures trust and can position your brand as the go-to solution when your audience is ready to buy.
So, how do you leverage social media to support your business goals effectively? Let’s take a look:
1. Build Awareness and Trust
Your audience isn’t scrolling social media looking to make a purchase — they’re looking for entertainment (cat videos), education (how to make their cat do tricks), and connection (cat videos). The key to effective social media marketing is showing up consistently with valuable content that aligns with your brand’s mission and audience needs. How do you do that?
- Share stories that showcase your brand values.
- Provide useful tips and insights related to your industry.
- Engage with your audience through comments, DMs, and polls.
This approach builds recognition and trust, so when potential customers are ready to buy, your brand is top of mind.
2. Create Engaging, Shareable Content
The best social media strategies focus on content that resonates and encourages interaction. Instead of pushing products (helllooooo sales!), create content that sparks conversations and adds value. Some effective content types include:
- Relatable or humorous content: People love to share things that make them laugh or say, “That’s so me!” The more they share it with their friends, the more the algorithm will show it outside your network.
- Educational posts: Teach your audience something useful related to your niche. Everyone loves a how-to video.
- Behind-the-scenes looks: Show the human side of your business – a great option for small businesses.
User-generated content: Share testimonials, reviews, or content created by your customers. (This is especially helpful for increasing reach and engagement.)
3. Prioritize Relationship Building Over Selling
Social media is a two-way street. If you’re only posting and not engaging, you’re missing the point. Respond to comments, interact with followers, and join conversations in your industry. The more you engage, the stronger your community becomes.
A strong community leads to organic brand advocacy — that means loyal followers who promote your business simply because they love what you do!
4. Use Social Media to Drive Traffic (Not Just Sales)
While social media itself isn’t a direct sales tool, it can be a powerful way to drive traffic to other marketing assets, like your website, blog, or email list. Instead of hard selling, try:
- Linking to valuable resources like blog posts or free guides.
- Offering lead magnets (e.g., free downloads) in exchange for email sign-ups.
- Hosting live events like webinars or Q&A sessions that educate and build deeper connections.
When you shift your focus from selling to serving your audience, you create an ecosystem where sales happen naturally.
5. Track What Works and Optimize
Not all content will perform the same, so tracking key metrics helps you refine your approach. Pay attention to:
- Engagement rate: Likes, comments, shares, and saves.
- Reach and impressions: How many people see your content.
- Click-through rate (CTR): If people are taking action on your links.
These insights help you identify what resonates most with your audience so you can double down on what works.
The Bottom Line
Social media is not about pushing products — it’s about building relationships, providing value, and creating a brand presence that people trust. When you focus on engagement over selling, education over promotion, and consistency over quick wins, you’ll see better long-term results.
Want to build a social media strategy that actually works? Start by shifting your mindset from SELLING to SERVING — your audience (and your business) will thank you for it.
About the Author:
Lauren Spagnoletti is co-Founder and Marketing Strategist of the boutique marketing agency Little Men Roaring, LLC that she co-owns with her husband in Charlotte, NC.
In addition to leading accounts at an ad agency, she has led marketing efforts for startups, major universities, family-owned businesses, international clientele, and everything in between. You can access Lauren’s Marketing Momentum Bootcamp for Business Owners here to level up your own marketing.
For more information or to contact Lauren, you can reach her at Lauren@littlemenroaring.com
About the Publisher:
Jeff Hamm is the creator and producer of The Best of LKN. He’s a licensed real estate broker and digital marketing professional who helps real estate agents nationwide generate high quality leads.
When he isn’t working, you can usually find Jeff boating, cycling local trails & greenways, and taking walks with his dogs Sam and Maisy.
Jeff Hamm
Allen Tate Realtors®
Lake Norman
www.LKNreal.com