Win the Right Audience: Social Media for Solopreneurs

Most solopreneurs say they want to “win” on social media. More followers. More reach. More sales.

But the messy truth Seth Godin points at is the one most small businesses avoid: not everyone wants to win the same way, at the same cost, or even in the same season of life. On social media, that misunderstanding shows up as inconsistent posting, vague offers, and a constant sense that you’re “behind.”

If you’re running a one-person business in the US, your marketing system has to work even when you’re tired, busy with client work, or simply not in the mood to perform online. So let’s redefine what “winning” means for Small Business Social Media USA—and build a plan that matches what you actually want.

“Everybody wants to win” is a marketing myth

Winning on social media isn’t a universal goal. It’s a trade-off.

Seth’s point lands hard for solopreneurs: even professional athletes don’t always optimize for winning in the moment. Sometimes they protect their body, preserve their focus, or choose relationships over game tape. The same thing happens in small business social media marketing—just with different stakes.

Here’s how the myth shows up:

• You say you want growth, but you’re not willing to post consistently.
• You say you want premium clients, but your content reads like it’s for “anyone.”
• You say you want leads, but you avoid calls-to-action because you don’t want to be “salesy.”

None of this makes you lazy. It makes you human.

What everybody wants is what they want.

That line matters because it forces a better question than “How do I beat competitors?” The better question is: What does winning look like for me, given my constraints—and what does winning look like for my audience, given theirs?

Define “winning” in a way you can measure weekly

If you can’t define the scoreboard, you can’t build momentum.

In sports, the scoreboard is obvious. In solopreneur marketing strategies, it’s usually a pile of disconnected metrics: likes, impressions, saves, DMs, website clicks, email subscribers, calls booked. The result is predictable: you chase whatever number makes you feel better that week.

Pick one primary win metric (and two supporting metrics)

For lead generation, your primary metric should be tied to a business outcome, not vanity.

Good primary “win” metrics for a US solopreneur:

• Qualified calls booked per week (or per month)
• Email subscribers added per week (from social)
• Inbound DMs from ideal clients (not random requests)

Then add supporting metrics that help you diagnose the system:

• Profile visits (are you attracting the right people?)
• Link clicks (is your offer compelling?)
• Saves/shares (is your content useful enough to keep?)

A simple weekly scoreboard example:

1. Calls booked: 3
2. Email subscribers: 22
3. Ideal-client DMs: 5

If those numbers move, you’re winning—even if your follower count stays flat.

Use a “minimum viable consistency” schedule

A lot of small business owners burn out by copying creator-style posting schedules.

For most solopreneurs, a sustainable baseline looks like:

• 2 posts per week (one educational, one proof/offer)
• 3–5 short comments per day (on partners’ or customers’ posts)
• 1 story/check-in day (behind-the-scenes, wins, a client insight)

Consistency beats intensity. Especially in February, when many businesses are still stabilizing after Q1 planning and post-holiday fatigue.

Stop trying to beat everyone; start choosing who you’re for

You don’t win social media by “standing out.” You win by being the obvious choice for a specific person with a specific problem.

Solopreneurs often treat competition as the main threat. I don’t.

The real threat is being interchangeable.

The positioning test: “Why you, why now?”

If your profile (and recent posts) can’t answer these in 10 seconds, social media won’t convert:

• Who is this for? (industry, role, stage)
• What do they get? (outcome, not process)
• Why should I trust you? (proof, clarity, specificity)
• What do I do next? (call-to-action)

Concrete example:

• Interchangeable: “Helping businesses grow with social media.”
• Positioned: “I help US home service businesses book 10–20 more estimates/month using Instagram Reels + local SEO content.”

The second one will create fewer “likes.” It will create more leads.

Build content for the audience’s constraints, not your ideals

Seth’s core idea—circumstances aren’t evenly distributed—matters here.

Your audience might want results but:

• They’re overwhelmed and can’t implement a 12-step strategy.
• They don’t trust marketing claims.
• They’re dealing with cash flow and need a quick win.

So “winning the right audience” means making your content:

• Simpler to apply (one action, one example)
• Lower risk (clear expectations and boundaries)
• More specific (numbers, timelines, what not to do)

Create conditions that make “winning” more likely

Motivation is unreliable. Systems are reliable.

Seth points out that aligned culture and systems change outcomes. Solopreneurs don’t have “culture” in the corporate sense, but you do have something just as powerful: your operating rules.

A practical social media system for one-person businesses

Here’s a system I’ve found works when you’re the CEO and the marketing team.

1) One offer, one audience, one content loop

If you’re promoting three services to five audiences, social media will feel like pushing a boulder uphill.

Choose:

• One primary offer for the next 60 days
• One primary audience segment
• One repeatable content loop

Example content loop (weekly):

• Post 1: “Common mistake” + fix
• Post 2: Client proof or mini case study
• Post 3: Behind-the-scenes process (light story post)
• Post 4: Direct CTA (“If you want help, here’s how”)

2) Pre-write your CTAs so you don’t avoid selling

Most solopreneurs hesitate at the exact moment the algorithm can’t help them: the ask.

Write 3 CTAs once, then reuse them:

• “If you want me to map this for your business, DM me the word PLAN.”
• “Want the template I use? Comment TEMPLATE and I’ll send it.”
• “If you’re ready to fix this with help, book a call—link in bio.”

This reduces the emotional load of selling.

3) Protect your “game day energy” with batching

If you only post when you feel inspired, your audience experiences your brand as unpredictable.

A simple batching rhythm:

• Monday (45 minutes): outline two posts
• Tuesday (60 minutes): write + schedule
• Thursday (20 minutes): engage + respond to DMs

The point isn’t to become a content factory. The point is to keep your promises to the market.

Social media measurement that doesn’t mess with your head

Answer first: Track behavior that indicates intent. Likes don’t pay rent.

This is where the sports analogy really breaks down. In a basketball game, points equal points. On social media, a “like” might mean:

• “This is true.”
• “I support you.”
• “I’ll never buy this, but I’m being polite.”

A simple intent ladder (what to track)

Use this as your measurement hierarchy:

1. Purchases / booked calls
2. DMs asking for details
3. Email signups
4. Link clicks to offer pages
5. Saves and shares
6. Likes and comments

If you’re improving steps 2–5, step 1 usually follows.

Monthly review questions that sharpen your strategy

Once a month, ask:

• Which post led to the most DMs or calls?
• What objection did people repeat in comments/DMs?
• Where did prospects get confused?
• What felt easy to create—and still performed?

That last question is underrated. If it’s painful to produce, it won’t scale in a one-person business.

People also ask: “What if I don’t feel competitive?”

You don’t need to be competitive to win the right audience.

Winning in small business social media isn’t about domination. It’s about clarity + consistency + trust.

If you hate the idea of competing, treat marketing like service:

• “Here’s the mistake I keep seeing.”
• “Here’s the simplest fix.”
• “Here’s what it costs (time/money) to do it.”
• “Here’s how I can help if you want support.”

That’s not hype. That’s leadership.

What “winning” looks like for a solopreneur in 2026

A realistic win on social media in 2026 isn’t being everywhere. It’s building a channel that keeps producing leads while you deliver client work.

So define your win:

• A sustainable posting cadence you can keep for 90 days
• A clear niche and offer that makes you the obvious choice
• A measurement system tied to intent, not applause
• A simple operating rhythm that protects your energy

Seth’s punchline holds up: people make choices based on what they want, under the circumstances they’re in. Your job is to design your marketing around that reality.

If you changed your definition of “winning” this month—from “more followers” to “more qualified conversations”—what would you stop doing immediately, and what would you finally commit to?