Let’s be honest—if you don’t already have a massive following on social media, it’s basically like yelling into the void.

Sure, you can spend hours crafting the perfect post, tweaking the wording, designing a snappy graphic, and hitting “Publish” with hope in your heart. But here’s what actually happens:

• Facebook’s algorithm, in its infinite wisdom, shows it to approximately 1.5 people.
• You get three likes—one from your mom, one from your intern, and one from a bot named “CryptoBro69.”
• A week later, you check your analytics and realize you reached fewer people than if you had stood on a street corner and yelled about your business through a traffic cone.
  

So, if social media isn’t pulling its weight, what’s the alternative? How do you market your business without getting tangled in an algorithm that hates you?

Simple: Stop posting into the abyss and start doing things that actually work. Here are three better ways to market your business without relying on social media followers you don’t have.

1. Focus on Problem-Solving Content (Instead of Just Posting Because You “Should”)

Most businesses approach social media backward—they start by thinking, “What should we post?” instead of asking, “What do our customers actually need help with?”

That’s like opening a bakery and deciding, “We’re going to make a mystery pastry and just hope people buy it,” instead of, you know, figuring out what people actually want to eat.

The businesses that win online are the ones that create useful content that actually helps people. When you solve a problem for your audience, they trust you. When they trust you, they buy from you.

How to Do This Without Losing Your Mind

• Step 1: Identify Key Problems – What are the biggest challenges your audience faces? Look at FAQs, customer feedback, and online discussions.
• Step 2: Choose the Right Format – Would this topic work best as a video tutorial, blog post, or downloadable guide? Pick the format that makes the most sense.
• Step 3: Share It Where People Actually Look for Help – Email newsletters, industry forums, and SEO-optimized blog posts will serve you way longer than an Instagram post that disappears in 20 minutes.

Need help identifying content topics? Our free marketing audit helps businesses uncover their biggest marketing opportunities.

2. Leverage Other People’s Audiences (Because Yours is Too Small to Work Alone)

If your business doesn’t have a huge social media following, don’t waste time trying to build one from scratch. Instead, borrow someone else’s audience.

Think about it: Would you rather spend months growing your Facebook page from 500 to 1,000 followers—or get in front of 50,000 highly engaged people by partnering with someone who already has their attention?

Ways to Leverage Other People’s Audiences (Legally, of Course)

• Collaborate with Industry Influencers – Partner with a podcast, YouTube channel, or blog that already serves your audience. Offer guest appearances, sponsorships, or co-created content.
• Write Guest Blog Posts – Many industry websites welcome guest contributors. This builds credibility and exposes you to a larger, targeted audience.
• Engage in Niche Communities – Instead of trying to grow a business page, participate in Facebook groups, LinkedIn discussions, and industry forums where potential customers are already active.

This works because people already trust the platforms they follow. Instead of screaming into the void, get someone else to introduce you to their audience.

Struggling to find the right partnerships? Connect with Jake on LinkedIn to explore collaboration opportunities.

3. Build Your Personal Brand (Instead of Relying on a Logo No One Cares About)

People buy from people. Not from faceless, soulless, corporate-sounding LinkedIn pages that post things like, “Our team is excited to announce…” (Spoiler: No one is excited.)



A personal brand builds trust. When potential customers see the human side of your business, they’re more likely to engage and buy from you.

How to Build a Personal Brand (Without Becoming a Cringe LinkedIn Influencer)

• Show Up Authentically – Share your journey, insights, and expertise via blog posts, LinkedIn updates, or YouTube videos.
• Engage in Conversations – Participate in relevant discussions, answer industry questions, and provide value before pitching your services.
• Provide Consistent Value – Share behind-the-scenes content, expert opinions, and useful resources.

This doesn’t mean you need to start posting “rise and grind” motivational quotes. It means you show people what you know in a way that helps them.

Need a personal branding strategy that doesn’t make you feel like a try-hard influencer? Schedule a strategy call and we’ll help you build a plan that fits your expertise and comfort level..

Why Social Media Isn’t the Holy Grail of Marketing (And Never Was)

Social media should be one part of your marketing strategy—not the whole plan.

For most businesses, there are better uses of time and resources that generate actual results.

Instead of sinking hours into low-engagement posts, focus on creating valuable content, leveraging partnerships, and building trust through personal branding. These strategies don’t just generate short-term attention—they build long-term, sustainable growth.

Want a smarter marketing approach?

• Get clarity with our free marketing audit
• Watch more insights on our YouTube channel
• Need help restructuring your marketing? Book a strategy session