Why Your Social Media Marketing Isn't Making You Money

Let’s be honest: trying to use social media for direct-response marketing often feels like trying to use Jell-O as cement. The two just don’t mix well. Social media has its own culture and expectations, while direct response is all about one thing—getting a specific, measurable action. It’s an arranged marriage between two strangers who don’t trust each other.

My personal preference would be to ignore it altogether. But I know that’s not realistic for most people. If you’re going to get pulled into the social media vortex, you have to insist that it pays you back for all the time, money, and attention you pour into it. This is where so many people go wrong. They get caught up in nonsensical metrics like likes, views, and retweets instead of focusing on what actually matters: money. We’re all in the money business, not the viral video business. This is the key to turning your efforts into one of the instead of just a time-consuming hobby.

Only about 1% of people get rich from their own businesses, and only another 4% achieve real financial independence. The other 95% fall short. A big reason for this is getting distracted by shiny new trends instead of maintaining a tough-minded focus on profit. When you're , you can't afford to be delusional; you need accurate thinking about what drives revenue.

The Real Problem with Social Media Platforms

There’s another challenge you need to be aware of. The big players like Google and Facebook don’t really like direct-response advertisers. They’re chasing big corporate clients with Wall Street money—advertisers who love vague concepts like “brand awareness” and don’t demand a measurable return on every dollar spent. These big brands are the royalty in the social media castle, and frankly, they see small, ROI-focused advertisers like you as part of a rat infestation. The platforms are increasingly throwing small advertisers out, forcing them to change their websites and marketing in ways that make them less effective just to get back in. This isn't a small issue; it's a growing threat to anyone serious about .

This entire journey reminds me of where I was years ago. I remember looking at my newborn daughter, just a couple of weeks old and so perfect, and feeling a wave of panic. My company was a week away from bankruptcy. I only had enough cash to make one more payroll. For ten years, my was built on pure hustle: 18-hour days, networking at the Chamber of Commerce, and volunteering for free. The work itself was traditional—PR, branding, and beautiful logos—but none of it was measurable. We were the “fluff” in our clients’ budgets, the first thing to get cut. When I took time off to have my baby, the whole house of cards collapsed.

The Shift to a Profit-First Mindset

I never wanted to be in that position again. I prayed for a change, and that’s when a friend gave me a book by Dan Kennedy on direct marketing. It completely changed my perspective. I learned that I could stop wishing for things to be different and start them different. I adopted a new mantra: “In God we trust, all others bring data.” This was the turning point for on the right foot.

In one year, my revenue and profit grew by more than 10X. I went from hocking my engagement ring to make payroll to building a multimillion-dollar firm that I eventually sold. Today, I run a business coaching company, control my own schedule, and travel the world for fun. This is what's possible when you transition from a simple idea to a with real, sustainable systems.

What I learned is that you can’t treat social media as a replacement for a sound, multimedia business strategy. The worst number in business is one. If you’re completely dependent on Facebook, you’re at enormous risk. My clients who are truly successful use social media, but they also use direct mail, email, pay-per-click ads, and newspapers. If more than 20% of your leads or revenue comes from social media, you are setting yourself up for a painful fall. need diverse client streams to be resilient.

Insist on a Real Return

You have to be demanding. A USA Today poll found that 61% of small business owners couldn't prove any ROI from their social media, yet half were planning to increase their spending. That’s insanity. You aren’t in the business of being “talked about”; you’re in the business of selling things. Some experts try to tell you that you’re getting returns, you’re just not smart enough to see them. Don’t buy it.

Research on social sharing reveals a phenomenon called “ego sharing”—people share content that makes them look smart, whether or not they think the recipient will find it interesting. For business-related content, only 4% of people share it, and only 24% of recipients click on those shared links. The numbers are even worse for consumer reviews. This tells you that raw shares and views are often meaningless. are built on clicks that convert, not on shares that are ignored.

So, before you spend another minute on a social media campaign, you have to make a commitment to yourself. Say it out loud: “If it’s not going to get me results, I am not going to do it.” Your time and value are worth protecting. The goal is to build a business that serves you, not the other way around. Once you embrace an ROI-focused approach, you'll see how a career becomes not just possible, but probable.