If you’re like most small and medium-sized businesses, your ultimate focus probably isn’t trying to become the next viral sensation or land brand deals as a social media influencer. You have a product or a service, and your goal is to have people give you money for providing that to them.
In other words, you want the people who see your content to convert to paying customers.
So… why are you even paying attention to views and clicks? And what metrics should you be watching?
View, Clicks, and the Illusion of Digital Success
We get it – views and clicks are easy to track, and when your numbers go up, it feels like progress. People are paying attention to what you’re doing. They’re interested in your content. They like you, they really like you!
Rising numbers can be intoxicating if you’ve never experienced it before, but for most small and medium-sized businesses (SMBs), those metrics alone don’t mean much. They won’t pay your bills, and they won’t keep customers coming back.
Let’s talk about what you should focus on instead, and why a better strategy starts with asking the right questions. Number one being:
What’s the Goal of Your Marketing?
We touched on this already above, but it’s worth digging in a bit. Whether you’re a local service provider, B2B company, or e-commerce brand, your goals are likely tied to conversions, leads, and long-term relationships – not internet fame. That means your marketing should be designed to attract the right audience, not just any audience.
Unfortunately, chasing views and clicks often leads to surface-level content that grabs attention for a second but doesn’t reflect your brand or build trust. You can have thousands of views and still hear crickets when it’s time to sell. Why? Because views don’t equal value, and popularity doesn’t equal profitability.
Focus on Getting Engagement That Matters
Instead of obsessing over vanity metrics, focus on engagement with intent. Are people saving your posts to come back later? Are they asking questions in the comments or DMs? Perhaps most relevant for the vast majority of businesses: are they signing up for your email list, downloading a resource, or scheduling a call?
This type of engagement, while smaller in numbers, is far more valuable. It shows that your message is landing with the right people. These are the potential clients and customers who are actually considering doing business with you, not just scrolling through your clever reel.
Strategy, Not Showmanship
Influencers live and die by their follower counts and video views. You don’t. You have a business to run, products to move, or services to book.
Your marketing strategy should reflect that.
This means building a system that supports long-term growth:
- Clear messaging that speaks to your ideal customer
- A content plan rooted in education and trust-building
- Calls to action that move people closer to a sale
- Website and funnel design that converts rather than just collecting traffic
You don’t need 10,000 followers to grow your business. You need a clear message, a consistent presence, and a strategy that connects with the right audience.
Reframe Your Definition of Digital Marketing Success
A post with 150 views but 10 DMs may be more successful than one with 5,000 views and no replies. An email list with 500 loyal subscribers is typically far more powerful than a TikTok with a million likes.
When you stop measuring success by influencer standards, you free yourself to focus on what really works for your business. It’s not as flashy – but it’s far more sustainable.When we work with you, our goal is to help you build marketing systems that drive real business results rather than fleeting attention. Tired of chasing clicks that don’t convert? Let’s talk about a smarter way to grow.
