It’s a slightly different blog today. Because today, I want to talk about a decision I made recently: stepping away from Facebook and Instagram as marketing channels for my business.

This wasn’t an impulsive move. For almost five years, I’ve followed all the “growth hacks” and “engagement strategies” everyone preaches. I’ve spent countless hours crafting Instagram posts and witty Facebook comments, but the results weren’t there. Don’t get me wrong; this isn’t me bashing Facebook or Instagram. I know businesses that get great results; this is just me sharing why they didn’t work for me.

Another big factor in my decision is that my neurodivergent brain becomes quickly overwhelmed, and I live with chronic fatigue, so I’m just learning to create a business that works with me and not against me.

 

The Disconnect: When “Growth” Doesn’t Mean Progress

My initial goal for these platforms was simple: connect with coaches looking to grow their businesses, specifically those interested in launching group programmes or online courses. However, the reality of Facebook and Instagram is that organic reach feels nearly impossible without throwing money at paid advertising.

Now, there’s nothing wrong with paid ads – they can be a powerful tool. But for me, it felt like a never-ending cycle of chasing algorithms and shelling out cash, all for a chance to maybe reach the people who needed my services.

 

The Algorithm Blues: Why I Couldn’t Trust the Feed

Beyond the reach frustration, there was a constant feeling of being on edge. Algorithm changes felt like a rug pulled out from under me every few months. Suddenly, the content I knew resonated with my audience was buried, and I was back to square one, trying to decipher the ever-changing whims of the platform gods. For example, I finally started using Reels, something I had hidden away from for a long time. Still, every guru says that Reels are the only way to grow your audience. And the first few I did had great results, but a week later, I saw the results had quickly dipped to the same as my static posts. Now, I’m not just blaming the algorithm; maybe my content wasn’t up to par, but an algorithm built on who has the biggest ad spend isn’t what I wanted to compete with.

Furthermore, there was also the constant fear of losing my account entirely. One policy violation, one disgruntled follower, and bam! Years of work and access to my followers could vanish overnight. This lack of control just didn’t sit right with me.

 

Data-Driven Decisions

Finally, I went back to what every good business owner should do when making decisions—my data. I looked at over four years of lead and client acquisition, and guess what I found? Facebook and Instagram had resulted in zero clients and less than 1% of my leads (which never actually went on to convert).

That data made my decision final because it wasn’t based on my thoughts or feelings; it was hard facts. In over four years, the content I have spent time and money on producing hasn’t been enough to generate leads or clients, so it’s 100% the right time to step away and focus on what does move the needle in my business.

 

Finding Freedom Elsewhere: Building My Marketing Oasis

So, what did I do? I decided to ditch the internal drama I was causing myself and focus on marketing channels that have consistently brought me clients. But here’s the thing: there’s no one-size-fits-all approach. What works for one business might not work for another.

For me, that meant:

  • Sticking with LinkedIn: I’m not stepping away from social media altogether, I’ve built a strong network of coaches on LinkedIn, and it’s been a steady source of new clients. It’s about finding the social media platforms that work for you.
  • Utilising Pinterest: Pinterest often gets forgotten, but remember that it is a search engine, and people are there looking for solutions to their problems. It’s not just a place to share pretty wedding or interior design images.
  • Writing on Medium: I get paid to write on Medium, allowing me to share valuable marketing insights with a wider audience.
  • Doubling Down on Email Marketing: Building relationships and nurturing leads has always been a core part of my strategy, and email marketing allows me to do that directly.
  • Optimising for Google Search: When coaches are looking for help, they often turn to Google. By making sure my website ranks well for relevant keywords, I’m there to meet them at the exact moment they need me.

And let’s not forget the power of word-of-mouth marketing! Referrals continue to be my top source of new clients, proving that happy customers are the best marketing you can ask for.

 

Lessons Learned: The Power of Choice

The biggest takeaway from my experience? Don’t get caught up in the “keeping up with the Joneses” marketing mentality. Just because everyone seems to be doing something doesn’t mean it fits your business.

There are amazing marketing tools and strategies out there, and while I may still occasionally use my personal Facebook Profile, I won’t be doing more than copying and pasting the content I post on LinkedIn. Ultimately, the key is finding what energises you and resonates with your ideal client.

So, have you ever decided to go against the grain with marketing your business? How did it work out? Share your thoughts and experiences in the comments below!

This approach might not be for everyone, but it’s been a breath of fresh air for me. I’m spending less time stressing about algorithms and more time actually helping coaches build their businesses. And that, for me, is what marketing is all about.

 

Conclusion: Finding Your Marketing Sweet Spot

Stepping away from Facebook and Instagram wasn’t about slamming these platforms. They can be incredibly powerful tools for the right audience and the right business. It was about taking control of my marketing strategy and focusing my energy on channels that bring real results for me.

The truth is, there’s no magic formula for marketing success. It’s about experimentation, analysis, and finding what resonates with your unique audience. So don’t be afraid to break away from the pack and try something different. You might just discover your own calm marketing oasis, a space to connect with your ideal clients and watch your business thrive.

Remember, the best marketing strategy is the one that works for you. So, ditch the cookie-cutter approach, embrace your unique voice, and get ready to watch your business blossom!

And, if you have been a follower of mine on either of these platforms or you’d like to receive weekly tips and advice on attracting your ideal clients and launching your group programme or online course, join my mailing list. You’ll also get a choice of free gifts for signing up. You can also connect with me on LinkedIn or follow me on Pinterest x

 


 

Who am I?Image of Emma Morris at MoxyCopy. Funnel Strategist and Launch Partner

Well, I’m Emma, an expert copywriter turned funnel strategist and copywriter. I help passionate coaches with everything from generating new client leads on demand to planning and executing their launch strategy that ideal clients can’t resist. I’ve witnessed firsthand the power of a well-oiled funnel, and I’m here to be your wing-woman throughout the process.

Schedule a virtual cuppa to discuss how I can help you create funnels that attract your ideal clients and moves your coaching business forward.