If your social media strategy is to drive down the highway, you should be aware that the math is not on your side. If you don’t already have a large and loyal following, there is not going to be much business here. The math is pretty clear.
Consider as an example that your posts reach a thousand people per day, and 5% interact with it. About half of those go to your website to learn more.
That means you’re down to 25 potential clients.
On most websites, a lot of users bounce pretty quickly - that means that they leave the page without doing anything. You probably do it too if you think about it. Sometimes there is just too much information there, or the page is too slow. Maybe a notification on your phone wrestles your attention away from the screen, or your kid is suspiciously quiet in the next room. Options are plentiful.
Let’s assume you lose another 70% here. You’re down to 7,5 people.
The few survivors in the attention game need to reach out to you to hear more. A good site may convert around 3%, so the number of business leads is down to 0,23.
Let’s say you’re good at selling. Converting 10% of the people who reached out into actual gigs would be good.
Accordingly, you can expect 0,023 sales per day when you started with a thousand people. Don’t quit your day job.
Of course, we don’t live in a world that lends itself to mathematical descriptions like this. Reality has many more parameters. My point is that while the highway seems like a straight road to success, it is not. And you risk wasting a lot of time, that you could toss at wiser pursuits.