Many people purchase from Instagram and TikTok apps, making these platforms the best places to sell your products or services. But have you noticed it isn’t working that way for you? You are probably feeling like the odd man out. Your Facebook, Instagram, and TikTok ad campaigns are not bringing in new customers or more money. Instead, you are throwing money away. I am here to tell you this is what eighty percent of small business owners are going through. The stats quoted to you are not what the majority of small businesses are experiencing. I will answer the number one question I get from business owners, Why is it not working for me?
Keep in mind that social media is for entertainment, engagement, and education (on trending topics). Social media platforms are not for shopping. Before you say, “Wait a minute, Facebook has a shop page, and I can sell through Instagram and TikTok.” Just because those features are there doesn’t mean people use them regularly. Who knows, five or ten years from now, we might start using it as the first place we search when we intend to buy, but for now, it isn’t.
Think about the journey a person takes when ready to purchase something. I mean, when the intention to buy is there. For example, if I wanted to find a hair salon, I would go to Google Maps and search for businesses near me or within a certain radius. Sure, I follow many hairstylists on Instagram and TikTok, but when I’m ready to buy a service, I search on location/mapping apps. If I want to rent a cabin in the mountains, I’ll go to a search engine (Google, Bing, Duck Duck Go, etc.).
People go to those sites because that is where their search starts when making a decision, not social media. Let’s say you are looking for a therapist. You are more likely to go to a directory for that industry than to look around Facebook or Instagram. Psychology Today is the number one website (resource and directory site) for people looking for a therapist or counselor. If you provide lawn care services, placing a business profile on project-based sites like Angi (formerly called Angie’s List) or Thumbtack will increase your leads and conversion rate more than posting every day on Instagram, Facebook, or TikTok.
Even running ads on these platforms will be a waste of time and money. Advertising on these platforms will bring you lots of traffic with little to no conversion. Meaning you will have a lot of Looky-Loos. If you are unfamiliar with this term, it means people who look but don’t buy. For those with a product-based business, selling on an online marketplace like Walmart.com, Amazon, Bed Bath & Beyond, Etsy, eBay, MakerPlace by Michaels, Target Plus, Chewy, and Wayfair will increase your sales at a much higher rate than your shoppable Instagram, Facebook, or TikTok posts.
The focus is to show up on the channels people are on when deciding to buy. Trust me; no one goes to social media to buy things. Below is a list of where and how you can show up where your potential customers are when making decisions.
Google Maps:
Create a Google Business Profile. There are tons of other great features that come with this. Plus, it’s free. We all love free!
Search Engine:
Create a website, landing pages, or blogs that include keywords so people can find you online. Yep, that’s all.
Directory:
Search for industry-specific directories and create a business profile. Start with the free sites.
Project-based Sites:
These types of sites double as a directory. Also, customers post a project and receive bids on it. Other examples are Guru, Upwork, Freelancer, Houzz, HomeAdvisor, Angi, and Thumbtack. Create a business profile on the site and start bidding on projects.
Marketplaces:
Apply to sell on retail marketplaces and wholesale marketplaces. You will have a bigger pool of potential customers. Online retail marketplaces include Walmart.com, Etsy, Amazon, eBay, Market Wagon (for local sales), Target, Urban Outfitters, Nordstrom, Bed Bath & Beyond, Wayfair, Poshmark, and Walmart Canada. There are so many to choose from, so do your research. Examples of wholesale marketplaces are Faire, Creoate, Mable, Bulletin, and Stockabl. Again, there are many more out there.
If you focus on these channels, you will find success in the form of better-quality leads and an increase in your business revenue.
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2 responses to “How to Reach Your Target Audience Without Using Social Media”
[…] RentMost business owners think they need to own everything when starting. You don’t. Renting is a great way to keep more money in your pocket during the lean months and years of starting a business. Rent equipment or supplies and add the cost to the invoice. The clients can pay a 50% deposit upfront, helping to reduce the cost of doing business and your out-of-pocket expenses. A new business needs to invest its profits in operations (anything that makes your business more efficient) and advertising. But not social media ads. That’s a waste of money. You can read through my other blog post about it. How to reach your target audience without using social media […]
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[…] 1. Not in front of an audience consistently and inconsistent trafficTo make money, we need consistent traffic and to be in front of an audience daily. Without these two, you will never make money. If your products aren’t selling, maybe not enough people are seeing your offering. No one knows you exist. And if you don’t have eyes on your products, then no traffic to your website either. You should develop a strategy to get in front of more active customers. Social media is a start, but there are many more options. Want to learn how to get in front of people without using social media? Click the link. How to reach your target audience without social media […]
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