The Pitfalls of a Social Media Only Approach

by | Oct 2, 2023 | Content Marketing, Solopreneurship

It’s time to face the truth: being only on social media as a new Solopreneur won’t pave your way to success. It’s easy to fall into the trap because the influencers are spouting their success. I mean, the platforms seem convenient, popular, and cost-effective, right? But here’s the catch: they might not be as beneficial as they seem.

We’ve all been there, haven’t we? You spend hours crafting the perfect post, meticulously selecting hashtags, and posting at the optimal time, hoping to catch the wave of social media traffic. Yet, despite your efforts, the engagement on your posts is dishearteningly low. You’re left wondering what went wrong. Was your content not appealing enough? Or did the algorithm play spoilsport? It was always easier on my ego to blame the latter.

The truth is, it’s more than that.

The issue lies in the foundation of your strategy: relying only on social media. This path is a rocky one, fraught with unpredictable algorithms, fleeting attention spans, and stiff competition. It’s like setting up your shop in the busiest market, with millions of other shops, hoping to catch the eye of passersby. In such a scenario, is it really surprising that your efforts might go unnoticed?

There’s a world beyond social media, one that’s waiting for you to explore and conquer and I’m sure you know that, but it’s just easier on social. The choice that requires more work lives in a world that offers you the freedom to express your brand the way you want, to reach your audience directly, and to build a credible and professional image. It’s time to broaden your horizons and step out of the confines of social media.

I’m going to share the 7 things that I’ve found on my journey as a Solopreneur that confirms that the model my husband and I are using to run each of our businesses is the right choice for us. The goal is to always drive traffic back to your website. Because you own that asset.

Limited Reach

Social media platforms are saturated with content, making it hard for your voice to be heard.

The online world is buzzing with noise, every post you make competes against billions. It’s like shouting into a storm, hoping to be heard.

If you’re only on social media, you’re limiting your reach. A study by Pew Research Center shows that not everyone is on social media, and the demographics of those who are may not match your target market.

Personal note: Drop me anywhere in the city, and I can ask 10 people if they are on social media and I’m confident to say half would say no.

Action Step: Start a blog or a website for your business. For instance, if you’re a fitness trainer, post workout routines or diet plans on your website.

Key Takeaway: Don’t limit your business’s reach by sticking to social media alone.

Algorithm Blues

Your visibility on social media is not in your hands; it’s ruled by complex algorithms.

You might have noticed that your posts don’t reach all your followers. These platforms use algorithms that determine what content to show to whom and when.

This lack of control over visibility can be detrimental to your business. You can’t rely on an algorithm to favor you always.

Action Step: Consider email marketing and blogging. It gives you direct access to your audience. For instance, if you sell handmade jewelry, you can write a blog about the how to style jewellery for daytime and after hours, and then you can email your customers about your latest collections.

Key Takeaway: Take control over your content’s visibility by exploring beyond social media.

Lost in Time

Social media feeds are fleeting; your post gets lost in the sea of content within minutes.

Think about your own experience. How often do you see a post from yesterday on your feed? Rarely, right?

Your hard work in creating content can go unnoticed if you solely rely on social media. It’s like building a sandcastle near the ocean, only to watch it wash away.

Action Step: Create evergreen content on your website. If you’re a financial advisor, write a blog post on “Tips to Manage Personal Finance.” You can share posts on social media that link back to your blog.

Key Takeaway: Make your content timeless and accessible by having your own platform.

Audience Ownership

When you build a following on social media, you don’t own that audience; the platform does.

You’re simply building your business on rented land.

Imagine waking up one day to find your account suspended. What would you do? If you think the platform will work quickly to get your account re-activated, even if they made a mistake, think again.

What if the platform goes down? It happened to Instagram and Facebook. If you’re using social media as the only way to run your business, what would you do?

It’s a risk that every Solopreneur needs to consider seriously.

Action Step: Build your own email list. If you’re an author, offer a free chapter in exchange for your email.

Key Takeaway: Own your audience by building a platform independent of social media.

Trust and Credibility

Having your own platform, like a website, can add credibility to your business, which social media might not provide.

Consider this: when you’re looking for a service or product, don’t you feel more assured when the business has a professional website?

Being only on social media can make your business seem less credible. It’s time to change that.

There are so many options available today. Simple options to sophisticated ones. Start small and build from there.

Action Step: Make a plan and document exactly what you would need. Never mind the bells and whistles. Instead of a 25 page website, can you start with a one page website? If you’re an artist, designer, photographer or a Midjourney expert, you can showcase your portfolio on a one page website to sell your creations.

Key Takeaway: Boost your business’s credibility by having a simple website on a platform you’re in control of.

Data and Analytics

Relying on social media alone may limit your access to important data about your audience.

In-depth analytics can give you an edge in understanding your audience better. But social media platforms often provide only surface level data, not the detailed insights you might need.

Without this crucial data, you might be shooting in the dark, unaware if your efforts are reaching the right people at the right time.

Action Step: Use tools like Google Analytics for your website and email marketing. If you run a bakery, track which of your products are viewed most frequently and at what times. you could use that data to run promotions during the peak selling times.

Key Takeaway: For in-depth understanding of your audience, don’t rely solely on social media analytics.

Freedom of Expression

Having your own platform gives you the freedom to present your business the way you want, without any constraints set by social media platforms.

Each social media platform has its own rules and restrictions, from character limits to content guidelines. These constraints can limit your creativity and the way you express your brand.

On your own platform, you have the freedom to control every aspect of your brand’s online presence. As long as you’re not breaking the law.

Action Step: Have your website created in a way that fully expresses your brand. If you are a writer, you could create a visually appealing portfolio showcasing your best work.

Key Takeaway: Gain creative control by establishing your own platform, independent of social media restrictions.

Wrapping It Up

Being a Solopreneur in the digital age comes with its own set of challenges. Relying solely on social media is one such hurdle that can restrict your growth.

Social media platforms are a tool for you to use to help build your business with the intent of bringing social media traffic back to your website.

By diversifying your online presence, you can reach a wider audience, maintain control over your content, build credibility, gain better insights from data, and express your brand freely.

The journey might seem daunting, but remember, every small step you take today can lead to bigger leaps for your business tomorrow. Start exploring beyond social media today!

Until next time, stay inspired.



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