Future Steps Creative Podcast – Episode #106
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If you’re not getting traction on social media as a service-based business owner and feel like the odds are stacked against you — you’re not wrong.
The odds are stacked against you.
Organic reach has declined across most platforms because, ultimately, social media companies want you to pay to play. That means we need to take a different approach to how we use organic social media today.
That’s exactly what we’re going to talk about — a better strategy and mindset for using social media effectively.
The Social Media Mindset Problem
For most people, the goal of social media is simple:
more likes, more comments, and more followers.
And when those things don’t happen, it feels like a waste of time.
I completely understand that feeling. We constantly see creators with massive followings who appear successful, so naturally, we try to copy what they’re doing.
But here’s the reality:
Algorithms today are not designed to push the majority of organic content.
When social platforms first launched, they prioritised growth. They wanted market share, so they gave users massive reach. Your posts were shown to far more people, engagement was higher, and growth felt easier.
As platforms matured, that changed.
Organic reach tightened, and platforms shifted toward paid advertising — because that’s how they make money. And there’s nothing wrong with that; they’re businesses.
Whether it’s Instagram, Facebook, LinkedIn, or TikTok, they all follow a similar model. Some platforms may offer easier traction at certain times, but ultimately, they prioritise advertisers.
Why Ads Aren’t Always the Answer
You might think, “Fine, I’ll just run ads.”
And yes — ads can work.
But ads require upfront investment. Before seeing any return, you’ll need a testing period that can cost hundreds or even thousands of pounds.
You test audiences, messaging, and creatives just to discover what works — and even then, results aren’t guaranteed. Markets change, audiences shift, and performance fluctuates.
And the moment you stop paying, visibility disappears.
I’m not an ads specialist, but it’s important to understand what that path involves.
Why Organic Content Still Matters
For me, organic content remains the best way to build influence and authority.
Even if someone doesn’t see every post, when they eventually discover you, they’ll find a library of valuable content waiting for them.
That content builds trust.
Whether someone arrives through organic discovery or a paid ad, they still look at your profile. They want evidence that you know what you’re talking about and that you’re the right person to work with.
Your content becomes proof of expertise.
The Necessary Mindset Shift
Here’s the shift I want you to make:
The primary goal of social media is not engagement — it’s traffic.
Specifically, traffic back to your website.
Your website is your central hub. It’s the one place where you control the experience. Social media is borrowed land; you’re operating inside someone else’s system.
On your website, visitors become leads and customers.
Social media rarely converts directly for service businesses. Conversations may start there, but high-value services typically close elsewhere — on your site, through applications, bookings, or consultations.
So instead of chasing likes and followers, focus on attracting qualified people who actually need what you offer.
Vanity Metrics vs. Real Business Results
Many large accounts aren’t making money from followers themselves. Their business model often revolves around sponsorships or selling advertising access to their audience.
But that’s not your business model.
You’re here to sell services, programmes, digital products, or bookings.
You don’t need millions of followers.
You need the right people.
That might mean:
- slower follower growth
- fewer likes
- less visible engagement
And that’s okay.
In fact, the people who buy are often the quiet observers — the ones consuming your content without interacting publicly. When the timing is right, they reach out.
My Personal Social Media Strategy
Personally, I use social media as a distribution channel.
I share:
- snippets of existing content
- short insights
- educational moments
But the goal is always the same: bring people back to my main content and my website, where deeper connection and trust are built.
How to Adjust Your Strategy
If you want this approach to work, you need to rethink your posts.
Stop creating generic, surface-level content designed for everyone.
Instead, create content specifically for your ideal customer — the person who has the problem you solve.
Every post should include a clear next step:
- visit a service page
- download a resource
- apply or opt in
- read a deeper piece of content
Your social media becomes a pathway, not the final destination.
The Big Takeaway
You’re not failing at social media.
Low reach isn’t a personal problem — it’s the system.
Once you stop chasing vanity metrics and start focusing on lead generation, everything becomes clearer. The goal isn’t applause from the algorithm.
The goal is qualified leads coming into your business.
Closing
If this resonates and you’d like help refining your strategy, you can book a one-to-one Power Session with me. We’ll review your social media approach and create a clearer path forward so you can move faster and with more confidence.
Otherwise, check out another episode — and I’ll speak to you soon.
Take care.