Problem · Owners
We post all the time. We get likes. We do not get inquiries.
The feed is active, the follower count climbs, and the contact form is quiet. This is what happens when content is measured on engagement instead of on the questions it answers. Likes come from peers and friends. Inquiries come from buyers who found the answer to a specific question on your site. Those are different pieces of content, and most companies publish only the first kind.
How people search thissocial media engagement but no leads · blog not generating leads · content marketing not working small business · likes but no sales · what content actually generates leads b2b
Baseline at $2,500 a month: one blog post written to be found and cited, one newsletter to your own list, eight social posts, and a one page report on what it produced. Catalyst doubles the social and adds paid demand. Pricing is published.
Engagement is not demand
A post about company culture gets 40 likes from employees and their friends. A page titled with the question a buyer types, answered in the first 40 words with one number, gets 4 visits a month from strangers, and one of them fills out the form. The first feels better. The second is a lead. Buyers complete 60 percent or more of their decision before contacting anyone, per BioInformatics, and they do it on pages that answer diligence questions: pricing, how it works, comparisons, proof with numbers, the technical protocol.
The content that produces meetings
Write down the ten questions your sales calls repeat. Each becomes a page: the question in the title, the answer first, the mechanism after, a number a reader can quote, schema so search and AI engines can name the entity. Publish one a month at minimum. Send it to your own list as the newsletter, because the people who already trust you are the cheapest source of the next referral. Cut social to eight posts a month that show the work and the people, and stop measuring it on likes.
Why the cadence matters more than the volume
Twelve real pages a year compound: month three shows the first rankings, month six accelerates, and by month twelve the site ranks for the category rather than the brand. Thirty posts a month on social produce nothing that compounds, because social content has a half life of hours. Redirect the hours. One client's monthly editorial series, featuring the researchers who use their products, earned institutional backlinks that lifted every commercial page on the site.
Questions on this problem
No. Cut it to a cadence that shows the work and the founder, eight to sixteen posts a month, and stop treating it as the lead engine. Personal profiles outperform company pages in B2B by a wide margin.
People write it. AI runs scheduling, deployment, research, and data collection. Every word a buyer reads was written by a person on your account.
The monthly report on Baseline is one page: pages published, rankings gained, inquiries by source. If the number is not moving by month six, the page list is wrong and we change it.
George Stoff, Founder and Lead Engineer
Thirty years building software, brands, and demand. On every account.