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Not Making Sales on Social Media? You're Not Alone.

Writer's picture: Buffy DaveyBuffy Davey
a frustrated woman looking at her phone

"We're doing social, but we're just not seeing results."


A small business owner dropped this on me mid-conversation recently.


"Well..." I followed up, "how are you measuring 'results'?"


The answer? Sales.


And this makes sense—it’s what we all want, right? Entrepreneurs and small businesses want more customers; nonprofits want more donors. Everyone is looking to grow their network and, ultimately, their impact. One way or another, we're hoping people will put their money where their mouth is.


But you know what? Social media is bad at that.


Though you'd be forgiven for thinking everyone else is raking in the cash. HubSpot (with a notable stake in content creation) crows that social media "ranks fourth among the most effective sales channels." A quick skim of their 2024 sales report, however, shows social sitting fourth out of six options, a far cry from top-tier status. In-person meetings, phone calls, and email still beat social for converting to sales.


Yes, reports keep telling us social selling is on the rise. But dig a bit deeper, and you’ll notice a pattern:



See the common thread? Interaction, interaction, interaction.


It’s not that people are buying more from brands that sell on social; they’re buying from brands that engage on social.


Think of social media like a party. You’re welcome to be there, and you just might make a connection that helps your business or organization down the road. But if you start cornering people by the punch bowl with “BUY NOW! DONATE NOW! SIGN UP NOW!”—you’re not getting invited back. Even if you manage to refrain from yelling, if all you can talk about is yourself everyone will be looking for an exit. The conversation has to go both ways.


Social media is social, first and foremost. It's not a megaphone. It's not all about you (good marketing never is). Instead, it’s a unique opportunity to slip into your audience’s personal space. Show that you’re polite and can make their experience better, and maybe they’ll want you back next time.


As a business or organization, it is way easier to use social media properly (and effectively) when you place it at the proper point in the buyer or donor lifecycle.


You’re likely familiar with the customer lifecycle: moving from awareness (identifying a need, researching options) to purchase, then through post-purchase (retention, loyalty, and advocacy). If you’re in the nonprofit world, this cycle looks similar: think cultivation, solicitation, stewardship. In either case, you're trying to move your audience from awareness through commitment to loyalty.


Social media is really, really good at super-charging your awareness and post-purchase stages. Social’s reach and potential for ongoing interaction are unmatched by non-social channels. It lets you connect genuinely with a wide audience, helping boost brand awareness, build social proof, reinforce your story, and support customers before and after the “sale” part of the relationship.


And this is the not-so-secret hiding in all those social media stats: the brands who are "selling" thanks to social are the brands who are spending their time engaging with their audiences--as the Marketing Essentials Lab link above says, on average 6 hours a week.


Social is not for direct selling.


Say it with me: SOCIAL IS NOT FOR DIRECT SELLING.


It's for building awareness, interest, trust and loyalty. It's about strengthening relationships and building connections--so that when it is time to purchase or ask for a donation, you're drawing from a strong, connected audience that's already passionate about what you do.


So if you're just measuring the direct sales you're getting from your social media, I have no doubt it looks like a losing game. Instead of megaphoning, start playing nice at the party. Be a good guest, and grow some genuine connections. Measure the engagement, the sales come elsewhere.

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