90% of Your Leads Shouldn’t Come From Instagram

90% of Your Leads Shouldn’t Come From Instagram (or Anywhere Else).

When one source of leads is working, it is easy to start organising everything around it.

Instagram produces enquiries, so more time goes into Instagram. The pressure to keep posting grows. Before long, the business will make decisions around that channel, treating it as more than just a tool.

A single lead source (even when strong) is not a solid business strategy for creating a healthy lead pipeline.

The danger is not only that the platform might change, but that in shifting priorities in this manner, content gets made for the platform rather than for the purpose of finding the people you want to work with.

A business needs more than one route into it. People may arrive through referrals, search, a partnership, a conversation, or something they read months earlier.

When thinking of your lead pipeline, the point isn't "to be everywhere" or even to "appear to be everywhere" through carefully engineered content repurposing strategies.

The point is to strengthen and build predictable lead sources. Social media is simply one way to achieve this.