188: Social Media State of The Union: How I’m Using It For My Business & What Has Been Working for My Clients
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Social media is both a blessing and a challenge for online coaches.
It's a tool that can drive business growth—but let’s face it, it also comes with frustration, overwhelm, and endless algorithm battles.
As we wrap up 2024 and gear up for the next year, let’s dive into actionable strategies to help you navigate social media more effectively and authentically.
This post pulls insights from my podcast episode, "Social Media State of the Union," and explores what's truly working right now for conversions—not just vanity metrics like likes and followers.
Stop Chasing Followers—Start Focusing on Conversions
It’s tempting to equate social media success with more followers. But here’s the truth: followers don’t pay the bills; clients do. Many coaches spend too much time trying to “grow their account” instead of serving their audience with high-quality, conversion-focused content.
Focus on building trust and creating value for the people already following you. Talk to one person, not a faceless crowd. When you create content that speaks directly to your ideal client’s pain points and desires, they’re more likely to engage, DM you, and ultimately book a call.
Actionable Tip: Look at your highest-converting content. What posts got the most saves, comments, or DM responses? Double down on that type of content—it’s what your audience craves.
Use Your Insights to Guide Your Strategy
Here’s a game-changing tip: regularly check your insights. This isn’t groundbreaking advice, but many online coaches overlook it. Instead of guessing what’s working, rely on data to guide your content strategy.
For example, if carousel posts get higher engagement than Reels for your audience, focus on creating more carousels. If a specific type of post leads to more clicks on your bio link, replicate that format with new topics.
Actionable Tip: Spend 30 minutes this week analyzing your insights. Identify your top-performing posts and brainstorm ways to recreate or repurpose them.
Build Credibility Through Specific, Results-Focused Content
Trust is harder to earn in the coaching industry these days. Potential clients are taking longer to vet coaches before they commit. Your content should clearly outline what results people can expect when working with you—don’t hold back on details.
For example, instead of saying, *“We’ll work on your freebies,”* try this: *“Together, we’ll create a high-converting freebie you can plug into your Instagram bio to generate passive leads.”*
Actionable Tip: Audit your recent posts. Are they specific enough about the transformation you offer? If not, rewrite them to clearly highlight outcomes your clients can expect.
Stop Acting Like a Small Fish
Feeling like a “small fish” in the vast social media ocean is normal—but it’s also unhelpful. Acting small leads to content that lacks confidence and direction. Instead, focus on creating content that aligns with your expertise and speaks directly to your audience’s needs.
Remember, virality isn’t the goal. Consistency and value are. Viral posts might bring temporary visibility, but meaningful, helpful content builds long-term relationships and trust.
Actionable Tip: Before posting, ask yourself: *Am I creating this to go viral, or is it genuinely helpful to my audience?* Prioritize value over visibility.
Share the Process to Build Trust
Many coaches hesitate to share the “how” behind their work. But transparency builds trust. Share client success stories, your coaching process, and even challenges you’ve overcome in your own business. This makes you relatable and positions you as an expert who gets real results.
Actionable Tip: Write a post about a client’s transformation. Break it down step-by-step to show how you helped them achieve their goals.
The Bottom Line
Social media can feel overwhelming, but when you focus on the right things—conversions, data-driven strategies, and trust-building—you’ll see a shift in how your business performs online. Don’t chase every trend. Instead, prioritize content that resonates deeply with your audience and aligns with your values.
Need help refining your social media strategy? Book a free 20-minute roadmap call with me.
If you found these tips helpful, share your thoughts in the comments or DM me on Instagram at @theallisonnelson. I’d love to hear what’s working for you!
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