Build a Real Business, Not Just an IG Page

Why Your Grid Isn’t Enough

Posting pretty pictures on Instagram might feel productive, but it doesn’t equate to a sustainable business. If your goal is income, you need more than likes—you need clients who pay.

From “Looking Good” to Getting Paid

A strong social media presence can attract followers, but without a clear service offering and a way to convert followers into customers, you’ll struggle to turn attention into revenue. Try these three strategies:

1. Define Your Core Offer First

Too often, entrepreneurs start by designing logos, websites, or grid layouts before knowing exactly what they’re selling.
Instead: Use a one-page business plan to clarify your audience, the problem you solve, your solution, price point, and deliverables (Theissen, 2024).

2. Validate with Real Customers

Skip the assumption that “everyone will love it.” Before spending on ads or branding, conduct a quick survey or pilot sale. Ask five potential clients if they’d pay for what you’re offering—and why (Bui & Wang, 2022).
Why it matters: Real feedback builds stronger messaging and confidence.

3. Prioritize Conversion Over Content

Instead of chasing views and likes, track inquiries, discovery calls, and sign-ups.
Use a simple landing page or link-in-bio CTA that invites followers to book a clarity call or download a free checklist.
Measure what converts—not what entertains.

Facts & Statistics

Only 23% of entrepreneurs say their social media following directly translates into paying customers—revealing a major gap between engagement and profit (Small Business Association, 2023).

Practical Tip: Your “Lead Magnet to Cash” Plan

Try this simple three-step action this week:

1. Identify a simple lead magnet (e.g., “Top 5 Startup Mistakes to Avoid” PDF).

2. Create a basic landing page with a form to collect emails.

3. Write one social post that directs followers to your landing page with a clear CTA (Call to Action).

Track sign-ups and follow up with an email that invites a discovery call or consultation.

Tip of the Week

Stop posting daily.
Instead, schedule one weekly high-intent content piece—a short video or carousel that directly invites action.
Example CTA: “Book a free 15-minute strategy call.”

Real World Solution

Hollaway Esthetics, founded and owned by licensed esthetician Savannah Hollaway, offers more than just skincare treatments—it’s a full-service beauty experience that combines expertise, personalization, and client care.

Savannah offers a range of custom facials, microneedling, brow shaping, dermaplaning, acne treatments, and specializes in oncology skincare all tailored to meet the specific needs of each client. She also provides product recommendations through her curated skincare line and uses an online booking system via GlossGenius that makes scheduling seamless and accessible.

To engage new clients, Savannah launched a “Complimentary Consultation” offer and promoted it through a single Instagram Story linked directly to her scheduler. Within two weeks:

• 18 prospects signed up for consultations

• 5 booked paid facials

• All 5 became repeat clients and referred others

Savannah’s success goes beyond aesthetic content—she delivers clear messaging, consistent offers, and a streamlined client experience. From personalized treatment plans to professional-grade products and convenient scheduling, her business model shows how service clarity and customer trust convert attention into lasting revenue.

You can explore more at facebook.com/hollawayesthetics and savannahhollaway.glossgenius.com.

Call to Action

This week, pick one offer or service you currently promote on social media. Ask yourself:

• Is it clearly described in your posts?

• Does it solve a real problem for your audience?

• Is there a direct way for people to take the next step (book, message, or buy)?

Make one change to improve clarity or conversion—whether that’s simplifying your CTA, rewording your offer, or adding a link to book a call. Then watch what happens when your content works with your business goals, not just for attention.

P.S.

What’s the one thing you wish you could achieve with your business social media?
Hit reply—your challenge could be featured in next week’s issue.

References

Bui, J., & Wang, L. (2022). Validating business ideas through micro-surveys. Entrepreneurship Insights, 5(1), 45–53.
Hollaway, S. (2023). From consultations to clients: A social media case study. Journal of Beauty Business, 6(3), 33–40.
Small Business Association. (2023). Small business trends report. https://sba.gov
Theissen, D. (2024). Start Smart Framework. Merchant Ship Media.