Your social media manager shows you the report.
"We got 50,000 impressions this month!"
"Great. How many sales?"
Silence.
The Expectation Problem
Social media works brilliantly for impulse purchases.
See cute dress on Instagram. Click. Buy. Done.
That doesn't happen with a $7,000 hot tub.
Nobody scrolls Instagram, sees a hot tub, and impulse-buys it.
So why bother?
What Social Media Actually Does
For high-ticket products, social media is the middle of the funnel, not the end.
It builds familiarity.
Customers need to see your brand 7-10 times before they trust you.
Social media creates those touchpoints.
It provides social proof.
"Wow, lots of people have bought from this company. Look at all these happy customers."
That matters when spending $5,000.
It keeps you top of mind.
Someone researching outdoor kitchens for three months will eventually decide.
If they've been seeing your content throughout, you have the advantage.
It humanizes your brand.
People buy expensive products from companies they trust.
Showing your team, your process, your customers builds that trust.
The Right Metrics
Stop measuring:
- Impressions
- Likes
- Comments
- Direct sales attribution
Start measuring:
- Website traffic from social
- Brand search volume
- Assisted conversions
- Time on site from social visitors
- Email signups from social
Content That Works
Customer transformations. Before and after backyards.
Behind the scenes. Factory tours. Quality checks. Team introductions.
Education. How to choose. What to look for. Common mistakes.
User-generated content. Real customers. Real setups. Real testimonials.
What doesn't work:
"BUY NOW! 20% OFF!"
Nobody clicking that for a $5,000 purchase.
The Integration Point
Social media starts the relationship.
Email nurtures it.
Your website closes it.
Don't expect one channel to do everything.
Build the system where each part plays its role.