Why “Just Post on Social Media” Isn’t a Marketing Strategy (And What to Do Instead)

• by Sandy Waggett
• 9 min reading time

Let’s talk about one of the most common (and costly) misconceptions in small business marketing:

“If I just keep posting on social media, eventually the leads will come.”

I’ve heard it from dozens of business owners. You start a Facebook page. Maybe an Instagram or LinkedIn profile. You post updates, holiday graphics, tips, and a few client photos.

And at first, it feels good. You're showing up. You're consistent.
But after a few weeks (or months), the silence sets in:

• Posts are getting likes but no clicks

• Traffic to your site isn’t budging

• And leads? Still flat

If that sounds familiar, you’re not failing. But you are missing the bigger picture.

Social media is a tool—not a strategy.

In this blog, I’ll walk you through:

• Why social posting alone won’t grow your business

• How social fits into a full marketing system

• What to focus on instead

• And how we make social work as part of our clients’ Performance Marketing Program

Why Posting Isn’t Enough

Here’s the tough truth:

• Organic social reach is declining across almost every platform.
• Only 2–5% of your followers will see a typical post unless it gets immediate engagement or you boost it.
• And social media alone doesn’t build trust or guide a lead to take action.

So if your only plan is to “just post more,” you’re doing the equivalent of throwing messages into the wind and hoping someone catches one.

That’s not marketing—that’s activity without strategy.

What Social Is Good For (When It’s Used Right)

We’re not anti-social media. Far from it.
At MSW, we use social as a core part of our funnel—for ourselves and our clients.

But here’s the key:

Social media is a tool for visibility, nurturing, and retargeting—not for closing cold leads.

When used right, social helps you:

• Stay top of mind with warm prospects

• Re-engage people who visited your website but didn’t convert

• Deliver value over time to build trust

• Create brand consistency and professionalism

It’s not where most conversions happen—but it can help make those conversions possible.

The Real Reason Most Social Media “Strategies” Don’t Work

Here’s what most small businesses are doing wrong on social:

🚫 No content plan tied to their services
🚫 Inconsistent posting schedule
🚫 No strong CTAs
🚫 No lead magnet or follow-up system
🚫 No retargeting ads
🚫 No real audience targeting—just “posting and hoping”

And because of that, it starts to feel like a black hole of effort with little return.

What to Do Instead: Use Social as a Piece of a Bigger System

At MSW, we build full-funnel marketing systems. And here’s how social fits into that bigger picture:

1. Align Every Post to a Goal

Every post should serve one of three purposes:

1. Attract (awareness)

2. Educate (nurture)

3. Invite (convert)

Examples:

• A tip that addresses a common question → Educates

• A client story or review → Builds trust

• A lead magnet promotion or strategy call invite → Converts

If your feed is filled with quotes and “Happy National Pizza Day” graphics but no value, it’s not helping your business grow.

2. Pair Social Posts with Lead Magnets

If someone’s not ready to hire you today, give them an easy next step.

A checklist. A guide. A quick win that builds your list.

Then follow up with email. That’s where the conversion happens.

We see lead magnets promoted on social outperform “call me!” posts 3 to 1.

3. Use Retargeting Ads (This Is Big)

Only a tiny percentage of your followers will see your posts—but with retargeting ads, you can show up again and again for people who’ve:

• Visited your website

• Watched one of your videos

• Clicked on your lead magnet

And you can guide them back to take the next step.

Inside the Performance Marketing Program, we build and manage these ads so your brand doesn’t just post—it follows up.

4. Use Video to Build Trust at Scale

Short-form videos (under 90 seconds) are one of the most effective ways to connect on social.

And they don’t need to be polished. Just be helpful and real.

Video builds:

• Trust

• Connection

• Reach (especially on Instagram Reels and Facebook)

We help our clients repurpose blog content, FAQs, or service breakdowns into easy-to-record scripts for video—so your message spreads faster, without more work.

Real Client Example: From “Posting and Praying” to Steady Growth

We had a client who posted regularly—3x a week on Facebook and Instagram—but wasn’t seeing any lift in leads.

Inside her Performance Marketing Program, here’s what we changed:

• We connected her social content to her lead magnet

• Set up retargeting ads to drive traffic back to her site

• Built a posting calendar tied to her services and promotions

• Added trust-building visuals (testimonials, behind-the-scenes, video snippets)

Result?
Her email list grew by 138 leads in 90 days, and she booked 12 strategy sessions from follow-up emails linked to her social promotions.

Same platform. Same audience. Better system.

What We Do Differently at MSW

We don’t hand you a spreadsheet of “content ideas” and wish you luck.

In our Performance Marketing Program, we:

• Build a posting strategy that matches your services
• Connect your social to lead magnets, blog content, and landing pages
• Write captions that build trust and guide action
• Create post graphics or video prompts
• Set up retargeting to bring people back
• Review performance and adjust monthly

And we make sure you’re not just active—you’re strategic.

Final Thoughts: You Don’t Need to Post More—You Need to Post With Purpose

If you’ve been showing up on social and wondering why the phone isn’t ringing, this might be your missing piece:

• Social alone isn’t enough

• Random posts don’t build momentum

• You can’t grow with likes—you grow with leads

Let’s stop guessing. Let’s make social part of a bigger, smarter marketing strategy that supports your growth.

Ready to Turn Social Media Into a Real Marketing System?

Let’s review your current social content and map out a better plan—one that fits your audience, your business, and your goals.

📞 Call us at 573-552-8403
Or book your free strategy session at:
https://mswinteractivedesigns.com/pages/request-a-quote

We’ll help you stop posting in a vacuum—and start marketing with purpose.

Related Reading:
→ How to Use Google Analytics Without Getting Overwhelmed: What Small Business Owners Really Need to Know
Learn which numbers to watch, what to ignore, and how to use website data to make smarter marketing decisions.

 

About the Author – Sandy Wardenburg Waggett

Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.

As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.

Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.

When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.

🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.

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