Nobody Knows You Exist
Your business could nobody would know.
Because you’re not on social media. Or if you are, you’re doing it wrong.
Last month, I watched my neighbor Steve struggle with this. Great HVAC guy. Been fixing air conditioners for 20 years. Charges fair prices. Shows up when he says he will.
But his phone barely rings.
Meanwhile, the flashy company with the wrapped trucks gets all the calls. Their work sucks, but their Instagram looks amazing.
That’s the world we live in now.
Here’s What Actually Happens When You Ignore Social Media
Your competition eats your lunch.
While you’re being “too busy” to post on Instagram, they’re building relationships with your potential customers.
Sarah down the street needs a plumber. She posts on the neighborhood Facebook group. Three companies respond within an hour. Yours isn’t one of them because you “don’t do social media.”
Guess who gets the job?
Meanwhile, you’re sitting there wondering why business is slow.
The Numbers Don’t Lie
Look, I get it. You think social media is for teenagers and cat videos.
But here’s reality:
Your customers spend over 2 hours a day scrolling their phones. Not just millennials. Everyone. Your 55-year-old customers. Your 65-year-old customers. Hell, my 70-year-old mom is on TikTok now.
54% of people check out a business on social media before they buy anything. Before they call you. Before they visit your store.
If you’re not there, you don’t exist to them.
And get this – social media drives more website traffic than Google ads. More than email. More than anything else.
But you’re “too busy” for it.
What Good SMM Actually Looks Like
Forget the advice about “posting inspirational quotes” and “engaging with your community.”
Here’s what actually works:
Show Your Work
People want to see behind the scenes. The messy stuff. The real stuff.
My buddy Tony runs a bakery. His most popular posts? Videos of him making bread at 4 AM. Covered in flour, exhausted, but passionate about what he does.
Those videos get more engagement than his professional product photos.
Because they’re real.
Stop Being Boring
Most business social media is like watching paint dry.
“Happy Monday! We’re here to serve all your accounting needs!”
Give me a break.
Try this instead: “Tax season is coming. Don’t be that person scrambling in April.”
See the difference? One sounds like a robot. The other sounds human.
Actually Help People
Instead of constantly selling, try being useful.
If you’re a lawyer, post about common legal mistakes people make. If you’re a contractor, show before/after photos of problems you’ve fixed.
Give away free advice. It builds trust. Trust leads to business.
Stories That’ll Make You Believe
The Taco Truck That Blew Up
Carlos runs a food truck in Austin. Been doing it for 5 years. Made decent money, but nothing crazy.
Then his daughter convinced him to post on TikTok.
Now he’s got 50,000 followers. Lines around the block. Booked for events three months out.
What changed? He started showing how he makes his salsa. People went nuts for it.
Same tacos. Same truck. Different story.
The Dentist Who Became Famous
Dr. Martinez was just another dentist in Miami. Decent practice, but always struggling to get new patients.
Started posting “dental myths vs. facts” on Instagram. Simple stuff. Is whitening bad for your teeth? Do you really need to floss every day?
18 months later, he’s booked solid. Has a waiting list. Raised his prices twice.
People started seeing him as the expert, not just another dentist.
The Plumber Who Retired Early
Remember Steve, my HVAC neighbor? Well, he finally listened.
Started posting common AC problems on Facebook. “Why your AC is blowing warm air.” “Sounds your AC makes when it’s dying.”
Nothing fancy. Just helpful stuff.
Six months later, his phone won’t stop ringing. Hired two employees. Bought a bigger truck.
Same guy. Same skills. Better marketing.
How This Actually Works
Month 1: Figure Out Your Shit
Most people jump into posting without thinking. Big mistake.
You need to know:
- Who you’re talking to
- What problems you solve
- Where your customers hang out online
- What content they actually care about
Takes about 30 days to figure this out properly.
Month 2-3: Start Building
Now you post consistently. Not sporadically when you remember. Every single day.
Good content, not garbage. Helpful stuff mixed with behind-the-scenes looks at your business.
This is where most people quit. Because it takes work and you don’t see results immediately.
Month 4-6: Things Get Interesting
Your posts start getting shared. Comments increase. People start recognizing your name.
Phone starts ringing more often. “I saw your post about…”
This is when you realize it’s working.
Month 6+: Compound Effect Kicks In
Now you’re the go-to person in your area. When someone needs what you sell, your name comes up first.
Referrals increase. Word of mouth spreads. Business grows without you having to hunt for it.
But only if you stick with it long enough.
What You Actually Need
Someone Who Gets Your Business
Most social media companies are run by 22-year-olds who’ve never owned a business. They know Instagram filters but don’t understand profit margins.
You need someone who’s been in the trenches. Who understands that likes don’t pay bills.
Consistent Posting
Not when they remember. Not when they’re motivated. Every damn day.
Because algorithms reward consistency. Miss a few days and you’re starting over.
Real Content Creation
Stock photos and generic posts don’t work anymore. People can smell fake from a mile away.
You need original content. Real photos of your work. Videos of you explaining things. Actual value.
Community Management
Posting is half the job. The other half is responding to comments, answering questions, and turning followers into customers.
Most businesses post and disappear. That’s like running an ad and never answering the phone.
The Stuff That Kills Results
Posting Random Crap
Monday: motivational quote Tuesday: product photo
Wednesday: team lunch picture Thursday: industry article Friday: thank god it’s Friday meme
That’s not strategy. That’s throwing spaghetti at the wall.
Buying Fake Followers
10,000 followers sounds impressive until you realize they’re all bots in Bangladesh.
Real customers can tell. And fake followers never buy anything.
Posting and Ghosting
You post something, then disappear for three days. Someone comments with a question, you never respond.
That’s not social media. That’s a billboard.
Being Too Corporate
“We’re excited to announce…” “We’re proud to serve…” “Our team is committed to excellence…”
Nobody talks like that in real life. Don’t do it online either.
How Much This Costs
DIY Route: Free (But Costs You Time)
You can do it yourself. Will take 2-3 hours daily. Every day. No exceptions.
Most business owners try this. Most quit within 60 days because they’re too busy actually running their business.
Basic Service: $1,000-2,000/month
Someone manages your main platforms. Posts regularly. Responds to comments.
Gets the job done, but don’t expect miracles. You get what you pay for.
Professional Service: $2,500-5,000/month
Custom content creation. Multiple platforms. Paid advertising. Strategy adjustments based on what’s working.
This is where you see real results.
Full-Service: $5,000+/month
Everything included. Video production. Influencer partnerships. Crisis management. Dedicated team.
For businesses serious about dominating their market online.
What to Expect
First Month
Your current social media gets audited. Strategy gets developed. Content calendar gets planned.
Don’t expect huge growth yet. You’re building the foundation.
Months 2-3
Consistent posting begins. Follower growth starts. Engagement slowly improves.
You might not see business impact yet. That’s normal.
Months 4-6
Things accelerate. Posts get shared more. Comments increase. Phone starts ringing more often.
Some clients see 50% more leads by month 6.
Month 6+
Social media becomes a reliable source of new business. You stop worrying about where the next customer will come from.
Best clients see 200-300% growth in social-driven leads by month 12.
But only if you don’t quit early.
Time to Stop Making Excuses
“I don’t have time for social media.”
You don’t have time NOT to do social media.
Every day you wait, your competitors build stronger relationships with your potential customers.
Every day you’re invisible online is money left on the table.
“It’s too expensive.”
Know what’s expensive? Losing customers to businesses that are better at marketing than you.
Know what’s really expensive? Going out of business because nobody knows you exist.
“I don’t understand it.”
You don’t need to understand it. You need to hire someone who does.
You don’t fix your own cars or do your own taxes. Why would you do your own social media marketing?
Here’s What Happens Next
You have two choices:
Choice 1: Keep doing what you’re doing. Stay invisible online. Watch competitors steal your customers. Wonder why business is harder than it used to be.
Choice 2: Get serious about social media. Build an online presence that brings in customers. Stop worrying about where the next sale will come from.