Introduction
Social media is powerful.
It can build awareness.
It can connect you with the right people.
It can amplify your message in ways no traditional marketing ever could.
But let’s be clear: social media, on its own, is not a business plan.
If you want sustainable revenue, you need something stronger—a system that turns attention into income without requiring you to stay online 24/7.
This post is about how to use social media as an entry point to your business, not the entire business itself.
Step 1: Understand What Social Media Is—and What It Isn’t
Social media is:
A discovery engine
A place to build credibility and trust
A channel to distribute content
A way to nurture connection
It isn’t:
A reliable source of recurring revenue
A sustainable delivery mechanism for paid offers
A replacement for owned platforms like your website and email list
A long-term safety net if an algorithm changes
Your business needs infrastructure behind your content, or you’re always starting from zero.
Step 2: Define What Role Social Plays in Your Sales Process
Think of your business as a journey. Where does social media fit?
Is it the top of your funnel—where people discover you?
Is it the middle—where they build trust and learn about your offers?
Is it the end—where they buy directly from you?
Different platforms have different strengths.
TikTok and Reels = discovery
Instagram and LinkedIn = nurture and trust
Pinterest and YouTube = evergreen search traffic
Email = conversion
Map the journey so you don’t expect a platform to do what it wasn’t designed to do.
Step 3: Build Offers Outside of the Feed
If you want a business that outlives your social accounts, you need products and services that live elsewhere.
Examples:
Courses or workshops hosted on a learning platform
Coaching or consulting delivered via Zoom
Templates and downloads sold through your website
Membership communities on Mighty Networks or Circle
Physical products fulfilled independently
Social should point to your offers—not replace them.
Step 4: Use Social Proof and Content to Pre-Sell
The best way to turn followers into buyers is to pre-sell your value.
Before you pitch:
Educate consistently on your topic
Show behind the scenes of your process
Share client results and testimonials
Answer common objections in your content
Explain what you do, why it matters, and who it’s for
When your audience feels informed and understood, they’re more likely to buy.
Step 5: Move Your Audience to an Owned Platform
Your email list is the most important asset you have.
Use social media to drive opt-ins:
Free guides and checklists
Mini-courses or workshops
Exclusive newsletter content
Waitlists for upcoming offers
Special discounts for subscribers
Once someone is on your list, you control the relationship. No algorithm can take it away.
Step 6: Diversify Your Traffic Sources
Even if one platform is working now, build backup channels.
If Instagram stopped working tomorrow, would you still have leads?
If TikTok was banned, would you have traffic?
If LinkedIn engagement tanked, would you have other ways to connect?
Long-term stability comes from multiple pathways, not one basket.
Step 7: Measure Revenue, Not Just Engagement
Your business is not a popularity contest.
Track:
How many email subscribers you gain monthly from social
How much revenue each platform generates
What offers convert best when promoted socially
How long it takes a new follower to become a buyer
Views don’t pay bills. Revenue does.
Step 8: Create Systems So Social Doesn’t Consume You
Social media should serve your business, not consume it.
Batch content creation.
Repurpose posts across platforms.
Set time limits for engagement.
Automate scheduling where possible.
Take breaks without fear.
The goal is a sustainable system—not a constant scramble for relevance.
Final Thought
Social media is an entry point. A welcome mat. A powerful amplifier.
But if you want to build a business that lasts, you need something behind it: clear offers, owned channels, and systems that don’t rely on your constant presence.
Use social as a tool—not a crutch. That’s how you build a business you actually want to run.
— Sloane MacRae
