Marketing, Online Business, Selling

Stop Relying On Social Media To Make Sales – Follow This Advice Instead

July 29, 2024
By itssophiebiggerstaff.com

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Sorry To Tell You This BUT If You Rely Solely on Social Media to Sell… You Don’t Have a Business

I heard this quote recently on Jenna Kutcher’s Goal Digger podcast and it hit HARD: “If you rely on social media to make sales, you don’t have a business – you’ve got a job.”

And honestly? I couldn’t agree more.

As someone who’s lived and breathed the online business space for years – both in e-commerce and now as an online business coach for aspiring entrepreneurs = I’ve felt this in my own business. And I’ve seen it play out in countless others.

If your income disappears the second you stop posting on Instagram or TikTok, something isn’t working.

So, let’s talk about building an online business that is sustainable NOT ONLY using social media.

Why Social Media Isn’t The Holy Grail

We all love, as entrepreneurs, to romanticize social media as the ultimate tool for visibility and sales, mainly because it’s free, but also because of the sheer volume of users you could reach on platforms like TikTok and Instagram. And while yes, social media absolutely has its place in a marketing strategy – it should never be the only strategy, or only place you market your business.

If, like me, you’ve found yourself tirelessly pouring your heart and soul into creating short-form video content, waiting for it to go viral, only for it to flop when you post it and generate 0 sales – I feel your pain! Social media content creators have literally conditioned us to believe this is the way we MUST sell to our audience, so ofcourse we all TRY to make our business work on these platforms, but the thing is…

Social media platforms are unpredictable. They change their algorithms overnight. They shadowban you. They crash. They burn creators out. And increasingly, they reward content that’s entertaining, not educational or valuable.

The other part of this is – we don’t own any data on social media. Nor do we have control when platforms go down. So if we solely rely on social media marketing to promote and sell our products and offers – what happens when this all goes offline or they change the rules of the game randomly? Our business dries up!?

Because that’s the point – social media is just like playing a game!

Personally, I’ve started stepping back from constantly showing up on platforms like Instagram and TikTok. It’s not sustainable, and it’s not where I want to spend all my energy. I did do this for the first 3.5 years in my business, but then I realized I don’t want a business that requires me to be “on” and pushing for views every single day to keep the sales coming in. It’s exhausting. And on top of that, I don’t even consume this type of content – personally, I prefer long-form like podcasts, or YouTube. Social media doesn’t tickle my pickle (at least not for business stuff anyway) so why am I trying to create for platforms I don’t even consume on? Doesn’t make sense right?

The Problem With ONLY Using Social Media To Market Your Online Business

When your sales, visibility, or reach are entirely tied to your latest Reel or trending sound, you’re not building a business. You’re just chasing attention.

And trust me – I say this from experience, not judgment.

As I started pivoting out of being solely an e-commerce mentor and into helping women build freedom-based online businesses more broadly, I realized just how much of the noise online keeps people stuck in the hustle.

I also realized in me following this narrative, I had built myself a job as a content creator, rather than a business owner – and I DON’T WANT THAT for myself, and I imagine many of you don’t either.

The reality is that a sustainable business model doesn’t rely on a single channel. It’s rooted in multiple streams of traffic, intentional systems, and a clear brand ecosystem that doesn’t fall apart when you take a week off.

What's The Alternative To Get Infront Of Your Audience Without Social Media Marketing?

As I like to practice what I preach, I’ve been doing some testing and research on alternatives.

Here are three of the most effective (and honestly, simpler) channels I’ve used myself and helped clients master:

1. Pinterest – Most people don’t realise this, but Pinterest isn’t social media – it’s a visual search engine. Unlike Instagram, your pins can continue driving traffic for months or years. You don’t need to be constantly posting or “performing” to stay relevant. And it’s one of the quickest platforms to set up and create for – especially if you’re repurposing existing content. If you’re building a freedom-first business, Pinterest should 100% be in your marketing mix. It’s minimal input for maximum output. It’s a long game – but it’s worth it!

2. Email Marketing – Your email list is one of the few assets in your business you actually own. It’s your direct line to your warmest audience (those almost ready to buy) – because these people already said, “Yes, I want to hear from you.” And unlike the algorithm, your email subscribers are waiting to hear what you’ve got to say (and sell). If you’re not building your list, you’re leaving money, momentum, and opportunity on the table.

3. Search Engine Optimization (SEO) – Yes, SEO is a long game. But it’s also one of the most sustainable ways to grow your business in the background. I built a whole blog strategy around my podcast and now get traffic from Google, Pinterest, and even ChatGPT. People find my site while I’m sleeping. And that’s the dream, isn’t it? You don’t need to be an expert to start – but you do need to start. Because the sooner you do, the sooner it starts working for you.

How Do We Get This New Audience Buying From You?

Let’s be real – all the traffic and people on your mailing list in the world doesn’t matter if your sales messaging isn’t converting.

I’ve worked with so many founders who are getting views, but not sales. And that’s usually a sign that the customer journey is broken.

If you’re not aware of the customer journey, here’s a quick recap.

Awareness (someone becomes aware of you)
Prospect (they become actively interested in what you do)
Lead (they start considering buying something from you)
Buyer (they make a purchase)
Customer (they come back for more)

What most people don’t realize is that you need to guide your audience through this entire journey.

And you do that by…

TOFU (top of funnel content) – things that will attract your audience in – this is where you’d use marketing channels like social media, Pinterest, ads etc.

MOFU (middle funnel content) – where you’re going to nurture your audience – places like a podcast, blog, freebie, social media stories, email etc.

BOFU (bottom funnel content) – where you’re going to actively sell to them – DMs, social media stories, email, landing pages, live selling etc.

You realistically need all 3 for your marketing to work. So whilst I am NOT saying DON’T use social media at all – I am saying don’t use it as your ENTIRE full funnel marketing strategy, as one platform is very unlikely to be able to take your ideal customers through this entire buying journey.

I've Lived This Switch And Now I Teach What Worked For Me!

I’ve built the kind of business I used to dream about – one that runs without me being glued to my phone for social media content creation. And now I help other women build theirs.

Here’s my personal funnel right now:

TOFU – LinkedIn, Pinterest & Ads (re-purposed content into simple IG reels)

MOFU – Masterclass, Podcast, Blog, Instagram Stories

BOFU – Landing Pages, IG Stories, Email, Low Ticket Offer Upsells.

Whether you want to sell digital products, coaching, courses, or even physical products – you deserve to create yourself a business that supports your life, not a job that makes you wonder why the hell you started in the first place.

That’s what we build together inside The Freedom Model Method – my signature program where I walk you through creating a business that actually gives you freedom (not more digital burnout).

✅ Want to know what business model would actually suit your personality and goals? Take the Freedom Seekers Quiz: https://onlinebusinessschool.itssophiebiggerstaff.com/freedom-seekers-quiz

✅ Want a taste of how I teach? Watch my Free Masterclass on how to build your freedom-based online business: https://onlinebusinessschool.itssophiebiggerstaff.com/registration-page

✅ Ready to build something sustainable (and actually aligned)? Join The Freedom Model Method here: https://onlinebusinessschool.itssophiebiggerstaff.com/Freedom-Model-Method

Let’s stop building businesses that depend on algorithms and start building ones that work for you even when you rest.

meet the writer

I'm Sophie

Online business coach, podcast host, mental health advocate, speaker, founder of TINAH, community builder, full-time digital nomad, and general trailblazing, rule breaker…

I tried to live a “normal” life: I spent 11+ years working my way up in the fashion industry, working for brands like Ralph Lauren and Burberry. I had the apartment in the city, I lived for going out at the weekends, spent money on designer bags and holidays – until I realized this lifestyle DID NOT FULFIL ME – I was waking up with anxiety every day – surviving, but definitely not thriving.

So I quit. I left my 9-to-5 behind to start an online business that supported the lifestyle I actually wanted. Now that looks like slow mornings, daily beach walks, co-working with like-minded entrepreneurs, yoga, meditation, and lots of social connections.

Since 2020, I’ve built multiple online business offers – from online business coaching and consulting to online courses, digital products, and a mental health marketplace – all while travelling the world and living life, and earning money on my own terms.

Now… I’m on a mission to help more people break free from lives that don’t feel good for them and create more freedom through starting and growing an online business.