Your Social Marketing is Failing Because of These 7 Sins

Your Social Marketing is Failing Because of These 7 Sins

Let’s be honest for a second. Most social media marketing is a complete and utter charade.

It’s a parade of buzzwords, vanity metrics, and frantic activity that accomplishes absolutely nothing. Business owners, entrepreneurs… you’re being sold a lie. The lie is that you must be everywhere, doing everything, chasing every trend, just to stay relevant.

It’s nonsense. And it’s wasting your time and your money.

The very term people use—”social marketing”—hints at the profound misunderstanding at the heart of the problem. You think it means one thing, but it means something else entirely. And that confusion is the starting point for almost every mistake that follows.

This isn't another guide telling you the “Top 10 Hashtags for 2025.” This is a dose of reality. We will cut through the fluff and discuss what moves the needle for a business.

Spoiler alert: it’s a lot simpler, and probably a lot less work, than you think.

What ‘Social Marketing' Actually Means (And Why You're Probably Getting It Wrong)

Words matter. You pursue the wrong goal when you use the wrong word for something.

This foundational error sends thousands of businesses down a rabbit hole of pointless activity.

The Textbook Definition You've Never Heard Of

Proper, academic Social Marketing has nothing to do with Instagram Reels or your company’s Facebook page. People like Philip Kotler coined and developed the term in the 1970s.

Its purpose? To use marketing principles to influence behaviours for social good.

Think of anti-smoking campaigns. Public health initiatives encourage exercise. Ads designed to reduce drink-driving. That is social marketing. It’s a powerful discipline that uses commercial marketing techniques to sell an idea or a behaviour, not a product.

The Definition Everyone Thinks It Is

When you, the entrepreneur or small business owner, say “social marketing,” you almost certainly mean “using social media to market my business.

You mean posting on LinkedIn, buying Facebook ads, and figuring out what to do with TikTok.

You see the disconnect?

One is a branch of sociology and public policy. The other is a channel for commercial gain. They are not the same thing.

Why This Mix-Up is Costing You a Fortune

Because you’re using the word “social,” you focus on the wrong part of the equation.

You start thinking your goal is to be social. To get likes, get comments, build a “community,” and “engage.” You start chasing the fuzzy, feel-good metrics because the name of the game seems to be “social.

But your job isn't to be social. Your job is to market.

Marketing has one purpose in a commercial business: to generate profitable action. That's it. Everything else is a distraction. I once had a client, a brilliant craftsman, who was obsessed with his Instagram engagement. He had thousands of followers and got hundreds of likes on every post. He was also two months from going bankrupt.

He was great at being “social.” He was terrible at marketing.

Once you understand that your goal isn't to be “social” but to use these platforms for hard-nosed marketing, the entire picture changes.

The Seven Deadly Sins of Social Media Marketing (And How to Absolve Yourself)

Most businesses aren't just making one or two mistakes on social media. They commit cardinal sins against strategy, common sense, and bank accounts.

Here they are. See which ones you recognise.

Sin #1: Worshipping False Idols (Vanity Metrics)

This is the big one. My number one pet peeve. The obsession with follower counts, likes, shares, and comments. These are vanity metrics. They look good on a report and give you a little dopamine hit, but they mean almost nothing.

Who cares if 1,000 people “liked” your post if none clicked through to your website or asked about your services? It's like clapping from an audience without money to buy a ticket. It’s noise.

Absolution: Start ignoring them. Your new gods are Website Clicks, Leads Generated, and Sales Made. That’s it. If your social media activity isn’t influencing those three numbers, it’s a hobby, not a marketing strategy.

Sin #2: Gluttony (Trying to Be Everywhere)

Some guru told you that you must be on Facebook, Instagram, X, LinkedIn, TikTok, Pinterest, and whatever new platform launched last Tuesday.

This is terrible advice.

You have limited time, money, and energy. Trying to create unique, valuable content for five different platforms is a recipe for burnout and mediocrity. You'll do a poor job on all of them instead of a great one.

Absolution: Pick one. Maybe two. Choose the platform where your customers spend their time and are most receptive to your message. Master it. Own it. Ignore the rest until you have the resources to do otherwise.

Sin #3: Sloth (The ‘Post and Pray' Method)

This is the default for most businesses. They post something when they feel like it—a picture of the office dog, a random article, a “happy Friday” message—and then hope for the best.

There's no plan. No consistency. No objective. It’s the strategic equivalent of buying a lottery ticket.

Absolution: Have a plan. It doesn't need to be a 50-page document. Just answer this: What am I trying to achieve? Who am I talking to? What will I post for the next four weeks to make that happen?

Sin #4: Pride (Making It All About You)

We're delighted to announce we've won the ‘Regional Under-11s Stationery Supplier of the Year' award!

Nobody cares.

Your customers have their problems. They don't care about your company news, awards, or team-building day. They care about what you can do for them. Your feed is not your corporate scrapbook.

Absolution: Follow the 90/10 rule. Ninety per cent of your content should be valuable to your audience (it solves a problem, teaches them something, or entertains them). The other ten per cent can be about you.

Sin #5: Lust (Chasing Every New Trend)

Remember Clubhouse? The frantic rush to get on there? How about Threads? Every time a new feature or platform emerges, businesses scramble to jump on it, terrified of missing out.

This is a complete waste of focus. The fundamentals of good marketing don't change just because the app icon looks different.

Absolution: Ignore new trends for the first six months. Focus on the core principles of delivering value and having a clear call to action. They work on every platform, in every era.

Sin #6: Greed (The Hard Sell in Every Post)

The opposite of the “all about me” problem is the “all about the sale” problem. Every single post is “BUY NOW!”, “LIMITED TIME OFFER!”, “20% OFF!”.

You're treating a conversation channel like a blunt instrument. People become blind to it. It’s like having a friend who only calls you to ask for money. You stop answering the phone.

Absolution: Earn the right to sell. Deliver value first. Build trust. Educate. Then, when you've done that, you can make an offer.

Sin #7: Envy (Copying Your Competitors Blindly)

You see a competitor posting slick videos, so you need to post slick videos. You see them using a specific hashtag, so you use it too.

This is a terrible idea. First, you do not know if what they're doing is working. They might have 100,000 followers and be as broke as my client was. Second, their audience isn't your audience. Their goals aren't your goals.

Absolution: Put the blinkers on. Run your race. The only person you should be trying to beat is the person you were yesterday.

The ‘One-Two Punch' Framework

Forget complex funnels, 15-step content matrices, and AI-powered scheduling tools. You don't need any of that to start.

You need a simple, repeatable plan that gets results. I call it the ‘One-Two Punch'. It has two parts. That's it.

Punch #1: Deliver One Specific Type of Value

You cannot be all things to all people. You need to become known for one thing. Your job on social media is consistently providing one specific type of value.

Pick your lane:

• Educate: Teach your audience everything you know. If you're an accountant, give away free tax tips. If you're a graphic designer, teach basic design principles. Be a generous expert.
• Entertain: This is harder, but powerful if it fits your brand. Make people laugh. Tell amazing stories. Be the most interesting voice in your industry.
• Demonstrate: Show people what you do. If you're a builder, show your process. Before and after. The techniques you use. This builds immense trust.

Pick ONE. And become your niche's absolute best and most consistent source for that value. Don't mix and match. Don't be an educator on Monday and a comedian on Tuesday. Consistency builds expectation, and expectation builds an audience.

Punch #2: Have One Clear Path to Action

Once you're consistently delivering value, you need to tell people what to do next. And you need to be brutally clear about it.

Don't give them five options. “Visit our site, follow us on X, or check out our YouTube, or…” Stop. You're paralysing them with choice.

What is the most valuable action someone can take after consuming your content?

• Is it to visit your website?
• Is it to join your email list?
• Is it to book a discovery call?
• Is it to request a quote?

Pick one. And make that your call to action (CTA) on almost every post. Weave it in naturally. “If you found this tip helpful, you can get a full, personalised quote for your project on our site.”

Make it easy. Make it obvious. A confused mind always says no. If you want people to take the next step, you must roll out the red carpet and spotlight it. A quote request is often the most straightforward path for a direct conversation about your business needs. That's what you want: clarity. For example, if we're done talking and you want to act, you should be able to request a quote without thinking twice.

Choosing Your Weapon: A No-Nonsense Guide to the Platforms

Stop asking “Which platform is best?” and ask “Where do my customers already pay attention?” Here’s a brutally honest rundown.

LinkedIn: The Stuffy-But-Necessary Corporate Gig

This is the home of B2B. People are here in a professional capacity. They expect content about business, careers, and industry trends. It’s not the place for memes or pictures of your lunch. It’s the place for demonstrating expertise, sharing insightful articles, and connecting with other professionals. The tone is more formal, and the content is more cerebral.

Instagram: The Glossy Shop Window

Instagram is a visual platform. It runs on desire. It’s perfect for brands selling tangible, beautiful products or a desirable lifestyle. Think fashion, food, travel, design, and fitness. It’s about creating a mood and an aesthetic. High-quality images and video are non-negotiable.

Facebook: The Village Noticeboard

Facebook is mature, and its user base is older than you think. It's powerful for local businesses because of its community focus (Groups) and detailed ad targeting. It feels more like a town hall or a community centre. It’s less about being slick and more about being genuinely helpful and part of the local conversation.

X (Twitter): The Public Barometer

X is fast. It's a real-time stream of news, opinions, and arguments. It’s for industries that move quickly: tech, media, politics, finance. You succeed on X by having a strong, distinct point of view and engaging in the day's conversations. If you're not prepared to be reactive and opinionated, stay away.

TikTok: The Raw Attention Engine

This is the wild west. It’s unfiltered, fast-paced, and trends-driven. It's not about polish; it's about authenticity and entertainment. It can be incredibly powerful, but you have to be willing to play its game. If your brand is serious, corporate, and buttoned-up, trying to succeed on TikTok will look like your dad trying to breakdance at a wedding. Painful for everyone.

The Golden Rule: Stop chasing the crowd. Pick the platform that feels like a natural home for your customers and your message. Go there and build your house.

Ideas for People Who Hate ‘Creating Content'

The phrase “creating content” is the problem. It sounds like a chore. It implies you need to be a writer, a filmmaker, and a graphic designer all at once. You don't.

Reframe it. Your job is to document and to answer.

Just Answer the Questions

You are a business owner. People ask you questions every single day. In emails, on the phone, and in person.

• “How much does it cost?”
• “What's the difference between option A and option B?”
• “What's a common mistake people make in your industry?”
• “How long does it take?”

Every single one of these questions is a piece of content. Turn your answers into a short post, a video, or a graphic. This is the easiest, most valuable content you can make, because you already know people are asking for it.

Show Your Work, Not Just the Results

People are fascinated by the process. Don't just show them the finished cake; you're mixing the ingredients. Don't just show the perfect new logo; show the sketches and the rejected ideas.

It builds trust. It proves your expertise. It’s infinitely more interesting than another glossy, finished product shot. I knew a bespoke furniture maker who was struggling. He posted short videos of himself sanding a piece of wood or cutting a perfect joint. No music, no fancy editing. He just showed the work. His orders tripled in six months. People weren't just buying a table but his care, skill, and story.

The ‘Ben Hogan' Principle

Ben Hogan, one of the greatest golfers of all time, literally wrote a book detailing the mechanics of his golf swing, giving his “secrets” to his competitors. When asked why, he supposedly remarked that they had to go out and dig it out of the dirt just like he did.

The lesson? Don't be afraid to give away your best ideas. Your “secret sauce” isn't the idea; it's your ability to execute it. Sharing your knowledge positions you as an authority and builds trust. The people who want to do it themselves will try. The people who want an expert to do it for them will hire you.

Document, Don't Create

This is the ultimate mindset shift. If “creating” feels like pressure, then stop creating. Just document.

• Document a project from start to finish.
• Document a thought you had about your industry.
• Document a problem you solved for a client (with their permission).
• Document your day.

It’s authentic, easy, and requires zero “creativity.” It just requires you to pay attention to the value you produce daily and make it visible.

How to Know if Any of This is Working

If you can't measure it, you can't manage it. But you don't need a complex analytics dashboard that looks like the cockpit of a spaceship.

You just need to answer one question: “Is my activity on social media leading to profitable business outcomes?”

Your New Dashboard: Three Numbers, That's It.

Forget everything else for now. Focus on these three metrics.

1. Website Clicks from Social: How many people are leaving the social platform and landing on your turf (your website)? This is the first step in any real customer journey.
2. Leads/Enquiries from Social: Of those people, how many are taking the next step? Fill out your contact form, sign up for your list, and call your number.
3. Cost Per Lead: If you're running ads, this is crucial. How much are you paying for each of those enquiries? Is it a sustainable number?

If these numbers are going up, it's working. If they're not, it isn't. It's that simple.

How to Track This Without Buying Fancy Software

You don't need to spend a fortune. Google Analytics is free. Set up a simple goal for contact form submissions. Use a free tool like Bitly or a UTM builder to create unique links for your social profiles so you can see exactly how much traffic is coming from each one.

The goal isn't perfect, granular data. It's directional awareness. Is this working or not?

When to Pay for Ads

Paid advertising is fuel, not fire.

You should only ever pay for ads to amplify something already working. Once you find a type of post or a message that organically brings you clicks and leads, you put money behind it.

Pouring money into ads to promote content nobody cares about organically is the fastest way to set fire to your marketing budget. Test for free, then pay to scale the winners. If you need to scale effectively, professional help with digital marketing services becomes a sound investment, not a cost.

A Final, Uncomfortable Truth

Here's the last piece of brutally honest advice.

Social media may not be the right tool for your business.

For some businesses—especially those in highly specialised B2B fields or those that rely purely on word-of-mouth and referrals—the time and effort spent trying to build a social media presence will never pay off.

The goal is a profitable business, not a popular Instagram account. Be honest with yourself. Where have your best customers come from in the last 12 months? Double down on that. If it's not social media, you have my permission to stop. To log out. And to put that time and energy into the channels that are already proven to work for you.

That is the most effective marketing strategy of all.

What Now?

This isn't about complexity. It's about clarity. Stop the pointless activity, focus on delivering one type of value, and provide one clear path for your ideal customers to take.

If you’re tired of the noise and just want brutally honest advice on how to make your brand work, you might find our other blog posts helpful. Let's talk if you wish to provide input on your business and a marketing strategy focusing on results, not rhetoric. That's what our digital marketing services are for.

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