If you’ve been told that Facebook, Instagram, or TikTok are the best places to sell your products or services, you’re not alone. It’s a popular narrative—after all, millions of people use those platforms daily. However, if you’re investing time and money in social media ads and posting, yet still not seeing tangible results, you’re not the odd one out. You’re actually part of the majority.
The truth? Over 80% of small business owners share the same frustration: social media isn’t bringing in new customers or increasing their revenue. So, if you’re wondering, “Why isn’t it working for me?”—you’re asking the right question.
Let’s clear up a common misconception: social media platforms are primarily built for entertainment, engagement, and trend-based education—not intentional shopping. Yes, features like Facebook Shop, TikTok Shop, and Instagram Checkout exist, but that doesn’t mean users regularly go there to make purchases. While social commerce is growing, it’s not yet where most consumers go when they’re ready to purchase.
Think About How You Shop
When you’re ready to book a service or buy a product, where do you go? Likely, it’s not TikTok.
If you’re looking for a hair salon, you probably use Google Maps.
Need to rent a cabin or cruise? You’ll search a booking platform or travel site.
Want to find a therapist? You’ll go to a directory like Psychology Today or a similar website.
We instinctively go to platforms that are designed for decision-making, not for scrolling.
Go Where People Are Ready to Buy
Here’s the key: When someone is ready to make a purchase, they go to tools designed for that decision—not social platforms.
Let’s look at a few examples:
- If you offer lawn care or painting services, you’re likely to get more quality leads through platforms like Google Maps (via your Google Business Profile), Nextdoor, Angi, Houzz, Porch, or Thumbtack than by posting daily on Instagram or other social media platforms.
- If you’re in the event or entertainment industry, platforms like GigSalad, The Bash, The Knot, WeddingWire, or Pearl by David’s will connect you with clients actively searching for your services.
The same applies to product-based businesses. Instead of relying solely on social media, consider selling through online marketplaces that buyers already trust and visit with purchase intent.
Better Alternatives to Social Media Marketing
If your goal is to connect with active buyers—not just passive viewers—here’s where to focus your time and energy:
Google Maps: Set up a Google Business Profile to appear in local searches. It’s free, effective, and helps customers find you when they’re ready to purchase.
Search Engines: Create a website, landing pages, or blog posts with targeted keywords so your business shows up when people search for your products or services.
Directories: List your business in industry-specific and local directories. Start with free options to build visibility.
Project-Based Sites: For service providers and freelancers, platforms like Upwork, Guru, Freelancer, Houzz, HomeAdvisor, Angi, and Thumbtack allow you to bid on real projects and connect with potential clients.
Retail Marketplaces: Apply to sell on trusted marketplaces where people go to shop, like: Walmart.com, Amazon, Bed Bath & Beyond, Etsy, Go Imagine, eBay, MakerPlace by Michaels, Target.com, Chewy, Urban Outfitters, Nordstrom, Wayfair, and Market Wagon (for local sales).
Wholesale Marketplaces: Looking to scale? Wholesale platforms like Faire, Mable, Bulletin, and Creoate can help you reach boutique owners and retail buyers actively looking for products like yours.
It’s not about being everywhere; it’s about being in the right places. Social media might give you exposure, but it doesn’t always bring results. By shifting your focus to platforms where people go with purchase intent, you’ll reach more of your target audience and see stronger conversions.
Stop chasing likes. Start showing up where the buyers are.
Ready to start reaching the right audience and boost your sales without relying on social media? Download the checklist and discover the most effective platforms to connect with customers who are ready to buy. It’s your step-by-step guide to smarter marketing that actually works!
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