The #1 Mistake Clients Make With Social Media—And How to Avoid It

“Do you do social media?”

In the last week alone, I’ve had two separate conversations with business owners that started with that question.  

Me: "Yes, we do."

Client: "Great! How much do you charge?"

And there it is—the most common mistake I see when it comes to focusing on social media.

Most businesses put the cart before the horse by thinking that "doing social media" is just about posting content and waiting for the leads to roll in. 

According to a 2023 survey by the Content Marketing Institute, 64% of B2B marketers cite a lack of strategy as a major contributing factor to poor social media performance. And HubSpot's 2023 State of Marketing report found that 47% of businesses without a clear social media strategy missed out on critical customer engagement opportunities, leading to a decline in brand loyalty.

You can’t just throw money at a paid Google ad campaign or LinkedIn campaign and expect instant success. The truth is, without a solid strategy, you’re likely to see minimal results, and you may actually end up causing damage. 

Why Strategy Matters

The effectiveness of any marketing channel, including social media, hinges on having a clear, well-defined strategy. When clients come to me, their first question might be about social media, but my first question to them is always: "What are you trying to accomplish?" 

Are you looking to increase brand awareness? Generate leads? Boost sales? Often, the answer is "all of the above." But success requires focus and a plan. 

Marketing is both an art and a science. The science involves knowing your audience, being consistent in your messaging, and engaging your target customers at each stage of their journey. The art is in crafting an authentic strategy that resonates with your audience, speaks to their needs, and ultimately drives them to take action.

The Importance of a Holistic Approach

When I take a quick look at a client's website, I often find it isn’t optimized for the customer experience or the buyer’s journey. The content isn’t robust enough to engage those who may have encountered the brand through social media. 

That’s why I always advise starting with a solid strategy. You need to understand who you’re trying to reach, how your product or service fits into their lives, and then build a plan that includes—not starts with—social media.

Setting Realistic Expectations

Another critical element of a strategy is setting realistic expectations. Time and again, new clients approach us because they’ve been disappointed in their results from prior campaigns. They’ll say, "Our prior agency set up a campaign. We sent out a thousand emails, and only got two responses. What went wrong?" But the truth is, that’s not a failure—it’s actually pretty standard.

An experienced marketer can give you a sense of what to expect based on factors like your product, service, positioning, and the competitiveness of your space. But it’s up to you to stay the course.

For example, if you send out 1,000 emails and get a 2% open rate, that’s considered average. From that 2%, you might only see a handful of people taking the next step, and that’s perfectly normal. Marketing isn’t a one-hit wonder; it’s about consistency, iteration, and continual improvement.

Avoid the Biggest Mistake

The number one mistake business owners make is coming in with a preconceived notion of what they need—often social media—without considering the bigger picture. They assume that just because "everyone’s on social media," that’s where they need to be too. But without the right foundation—without knowing your audience, having a compelling message, and understanding the buyer’s journey—any social media efforts are likely to fall flat.

In one example, I spoke with a business owner who was ready to invest heavily in developing his brand story. But after digging deeper, it became clear that what he really needed was a more targeted approach to getting his product in front of the right people. Spending tens of thousands of dollars on branding wouldn’t have been the right move for his business at that stage. Instead, a well-thought-out strategy that prioritized direct sales and targeted outreach was what he needed.

The Bottom Line

Before you ask how much social media costs, ask yourself what you need to achieve. According to Hootsuite's 2023 Social Media Trends report, 60% of businesses with an undefined social media strategy reported lower ROI compared to those with a structured approach.

Prioritize. If you’re considering investing in social media—or any marketing tactic—without a clear strategy, it’s time to take a step back. Think about your goals, understand your audience, and work with a partner who can help you build a comprehensive plan that goes beyond just "doing social media."

Marketing is complex, and success requires more than just jumping on the latest trend. It’s about having a strategy that aligns with your business goals and knowing that real results come from a combination of art, science, and thoughtful execution.

Enlist experts. Define your goals. Make a plan. Let’s get the cart back behind the horse, where it belongs.

Jen Iliff, Founder, 3X Marketing