The problem with social media marketing
Most social media reports are full of vanity numbers: followers gained, likes and impressions. But can you tie any of them to actual revenue? If not, you're not alone. Many small business owners can't say what social media actually brings in.
A revenue-first framework
Here's a framework that connects social media activity to real results.
Layer 1: tracking setup
Before posting anything, set up:
- Tracking links (UTM tags) on every link you share
- Conversion tracking on each platform
- A way to record where every new lead came from
Layer 2: content mix
Not all content does the same job. Split it into three types:
- Sales content (30%): offers, product showcases, before-and-afters and customer stories
- Trust content (50%): helpful tips, behind-the-scenes posts and industry insights
- Reach content (20%): timely, fun or trending posts that bring in new followers
Layer 3: the right platform for the job
- Facebook: local community, events and reviews
- Instagram: visual businesses, brand awareness and stories
- LinkedIn: professional services and B2B leads
- TikTok: discovery and reaching new audiences
Measure what matters
Focus on a few numbers:
- Leads and sales from social: calls, messages, bookings and purchases
- Cost per customer: total social spend divided by customers gained
- Best platform: which one brings the customers who spend the most
The bottom line
Social media works when it's consistent and tied to a goal. If you'd rather not think about it at all, I can handle it for you.