Yes, and more solopreneurs are doing it than you'd think.
If you've recently left corporate or launched a business on your own, you've probably heard some version of this advice: you need to become a full-time content creator. Post every day. Go viral. Fight the algorithm. Build an audience or your business won't survive.
But here's what nobody tells you: many successful solopreneurs generate consistent leads without posting on social media at all. They rely on relationships, reputation, and referrals, not followers.
That doesn't mean social media is useless. It means it's not the only path. And if the thought of doing a trending TikTok dance makes you want to close your laptop, there are other ways to fill your pipeline.
Here are five lead generation strategies that work without requiring a social media audience.
This might sound contradictory, but you can use social media without "doing" social media.
The difference is intent. Instead of posting content and chasing engagement, you use platforms like LinkedIn or Facebook to join professional associations, local networking groups, and mastermind communities. The goal isn't to broadcast — it's to be a helpful, visible person inside rooms where your peers and potential clients already gather.
Think of it less like performing on a stage and more like showing up to a dinner party. You're not there to give a speech. You're there to have conversations, share ideas, and build trust over time.
This approach works especially well on LinkedIn, where you can use tools like Sales Navigator to identify potential connections, reach out directly, and start real conversations. The key: don't lead with a sales pitch. Lead with genuine curiosity and value.
Most solopreneurs overlook their most immediate source of leads — the people they already know.
Former coworkers, past clients, old vendors, friends, and family all represent potential referral sources. You don't need to sell to them. You just need to let them know what you're doing.
Here's a simple outreach template that works:
"Hey [name], I recently started my own business doing [what you do], and I'm reconnecting with people I respect in this space. If you ever come across someone dealing with [problem you solve], I'd love an introduction. No pressure at all — just wanted you to know what I'm up to."
This message works because it's warm, low-pressure, and gives the other person a clear way to help you without feeling sold to. You're not asking them to buy. You're asking them to think of you when the right situation comes up.
The biggest mistake solopreneurs make with their existing network? Not educating their contacts about what they actually do. If the people closest to you can't describe your business accurately, they can't refer you — even if they want to.
You don't need your own audience if you can get in front of someone else's.
Guest appearances are one of the most effective ways to build trust and generate leads without social media. This includes being a guest on podcasts, presenting on webinars, writing guest articles for established publications, and doing PR or media interviews.
Each of these puts you in front of a warm, pre-built audience that already trusts the host or platform. You get credibility by association, and your only job is to show up and deliver value.
Yes, you can amplify these appearances by sharing them on social media — but you don't have to. The lead generation happens through the appearance itself, not through your own channels.
To get started, identify podcasts and publications in your niche, pitch yourself as a guest with a specific topic and angle, and focus on providing genuinely useful insight rather than promoting your services. The leads follow naturally when you lead with expertise.
When solopreneurs are asked how they get most of their leads, the answer is almost always the same: word-of-mouth and referrals.
But there's a big difference between passively hoping for referrals and actively building a system that generates them.
A referral system means having a deliberate, repeatable process — not just crossing your fingers after every project. Here's what that looks like in practice:
Right after you close a project or engagement, reach out to the client and ask directly: "If you know anyone else dealing with [this problem], I'd love to help them too." Pair the ask with an incentive — a discount on future work, a free consultation, or even just a genuine thank-you.
Make it easy for people to refer you. Give them specific language they can use, a link they can share, or a one-liner that explains who you help and how.
Follow up. A referral ask isn't a one-time event. Build it into your client offboarding process so it happens consistently, not just when you remember.
For a deeper dive on this, check out The Referral Engine by John Jantsch. The book was published a while back, but the strategies are still highly relevant — because the psychology of referrals hasn't changed.
If there's one framework to take away, it's this: relationships, reputation, referrals.
Every strategy above ties back to the same principle — human connection and trust. People buy from people they trust, and they refer people they trust. You build that trust through genuine interaction, consistent follow-through, and showing up as a helpful presence in your industry.
Social media can be one channel for that. But it's far from the only one — and for many solopreneurs, it's not even the most effective one.
Solopreneurs can generate leads without social media by leveraging their existing professional networks, building referral systems, guesting on podcasts and webinars, writing for established publications, and using platforms like LinkedIn for direct outreach and relationship-building rather than content posting.
No. While social media can help with visibility, many solopreneurs build successful businesses through referrals, networking, guest appearances, and direct outreach. A social media presence is one option, not a requirement.
The most effective approach is to build a deliberate referral system rather than hoping clients refer you on their own. Ask for referrals right after completing a project, make it easy for people to refer you with specific language or links, and offer incentives like discounts on future services.
Send a simple, warm message to your existing contacts letting them know what you're doing and who you help. Don't ask them to buy — ask them to think of you if they encounter someone with the problem you solve. This positions you as helpful rather than salesy.
Yes. LinkedIn is effective for direct outreach, joining industry groups, and building one-on-one relationships through messaging. Many solopreneurs use LinkedIn primarily as a networking and connection tool rather than a content platform.
EpisodeTranscript
Carly Ries: If you've ever felt guilty for not posting every day, avoiding the newest TikTok trend, or just flat out dreading the idea of building a social media presence, well then listen up. The truth is you don't have to become a full time content creator just to run a successful business. There are real human ways to generate leads and grow your client base that have nothing to do with chasing an algorithm or going viral. We're talking relationships, referrals, and borrowing from other people's audiences. Basically, strategies that actually feel good to execute.
If social media isn't your thing, stick around. You are not alone and you are not behind. You're listening to The Aspiring Solopreneur, the podcast for anyone on the solo business journey, whether you're just toying with the idea, taking your first bold step, or have been running your own show for years and want to keep growing, refining, and thriving. I'm Carly Ries, and along with my cohost, Joe Rando, we're your guides through the crazy but awesome world of being a company of one. As part of LifeStarr, a digital hub dedicated to all things solopreneurship, we help people design businesses that align with their life's ambitions so they can work to live, not live to work.
If you're looking for a get rich quick scheme, this is not the place for you. But if you want real world insights from industry experts, lessons from the successes and stumbles of fellow solopreneurs, and practical strategies for building and sustaining a business you love, you're in the right spot. Because flying solo in business doesn't mean you're alone. No matter where you are in your journey, we've got your back.
So a few weeks ago, we had a gal on this show, and she talked about how to make money online without having an audience. And the conversation was a lot about, like, TikTok shop and doing UGC content, making money that way, user generated content, and getting paid to do that. The thing that really stuck with me is that you can be successful without having an audience on social media. And it resonated because I'm a millennial. We've talked about this before.
I'm a millennial. I should be on the social media train. I'm in marketing. It's another reason I should be on the social media train. And Joe, I just hate social media.
I am not a fan. We've really increased our social media presence over the past couple of months. And it has taken a lot more mental energy than it should for a millennial at least. so I just want people to know, you're not alone if you are running your own business and you don't wanna jump on the social media train. I get it.
I am right there with you. while I think it is important in certain areas, again, we are dialing in our social media strategy, and we're really moving forward with it. I do think people need to know that it's possible to grow a business without being the next social media sensation.
Joe Rando: And I am so relieved to learn that I don't have to get, like, selfies next to a buffalo or take a picture of me at the edge of a big giant cliff and all these things that people are doing on social media to get attention. So Yeah. I'm comforted.
Carly Ries: Yeah. Well, I feel like a lot of people leaving corporate to go out on their own, They're being told from all different directions that you need to become a full time content creator. Like your business can't just be a business, it has to be a media business on top of your business. You have to post every day.
You have to do the newest TikTok dance. You have to fight the algorithm and whatever. But if you're like us and you hate social media, there are ways to do lead gen. And I think the easiest ways to do that are through relationships and, real relationships and human connection, which that is my love language.
Joe Rando: Can I just clarify something? Because you said something about content creator. I think we should distinguish between somebody that's creating valuable content and maybe in the context of a blog post or a podcast. And we love doing both of those, right? And then the distinction of then becoming the person that promotes all that material on social media as opposed to maybe some other way, like you're talking about here, Carly.
Carly Ries: Mhmm. Yes.
Joe Rando: You know, that you can promote that material through direct connection and networking.
Carly Ries: Yes. So on that note, where I think social media is still great is when you can build those relationships in existing ecosystems on social media. I think when people think of social media, they think that they have to go post something that will generate likes and comments and all kinds of engagement.
Joe Rando: Go viral.
Carly Ries: Go viral. But in reality, if you don't wanna do that, you can find professional associations, local networking groups, mastermind groups, all kinds of things where instead of posting, you're engaged and you're connecting with people within these groups on social media. So I do like social media for that. But your goal for that wouldn't be like broadcasting. It's being a smart, helpful person in that room, whether it's for your audience or with your peers who are in the same industry as you or the same profession as you sharing ideas with each other.
We have a community at LifeStarr. Shameless plug, link in the show notes. But I think that's where you can really gain a lot of traction on social media, by just being helpful in those groups. What do you think?
Joe Rando: Definitely. Yeah. you know, I find that social media, there are various components, right? It's not just posting, like you say, it's commenting. There's also direct messaging.
I mean, one of the things that I do is I use LinkedIn and I use LinkedIn Sales Navigator and I use it to identify solopreneurs that look cool. Identify solopreneurs that look like they have, cool businesses. They're e active on LinkedIn and I reach out to them and I ask them to connect and I invite them to one of our free events or I invite them to join our free community depending on the situation. And I've built up a great, first of all, email list, but also just relationships on LinkedIn. And I get to see their stuff because they're solopreneurs too. so there's really not social media. It's not going out there going, hey, look at me. It's like a direct outreach to say, hey, you know, I don't go in there and say, hey. Connect with me. I wanna sell you stuff.
That's low class. But I connect and you know, we add value. We talk. Sometimes I set up a meeting. I have a Calendly link. I set up a call with them.
We kinda get to know each other. And you know, it's work, but it's real. It's real, and it feels real.
Carly Ries: Correct. So I know listeners are probably like, Carly, this episode is like, what do we do if we don't like social media? So if you really don't wanna do anything with social media, people forget about their existing networks as their first pipeline for lead generation. Whether it be coworkers, old vendors you've worked with, past clients, friends and family, which I know you don't wanna be that pushy person with friends and family, but you don't have to sell to them. You just have to reach out and let them know what you're doing.
I have told you this story a few times, but about a decade ago, I overheard my parents saying that I was a creative director for an ad agency. Neither of which were true. but I realized I hadn't educated them on what I was doing. So they couldn't properly refer me to other people because they didn't know what I was doing. So a simple check-in message of like, hey, I recently started my own business and I'm reconnecting with people I respect in this industry.
Just want to reach out and let you know. If you know of anybody who needs my help, just let me know. I'd love the introduction. So you're not selling to that person. You're just like, hey, FYI.
And I was validated by this idea the other day because I don't know if I told you this, but I've been going, deep in the weeds on Alex Hermozi YouTube videos. Educational content. And that was one of his, I'm not gonna say number one. But it was one of his big recommendations was, no. He was like, I grow my business by telling people what's going on, not selling to them, but having them help me generate leads and all of that.
And so I was like, well if Alex Hermozi and I have the same brain with this, then it might work. Not might work. It does work. So that's a big way to get referrals lead gen if you don't wanna do social media. In addition to reading out reaching out to your preexisting contacts, your network, everything, another way to get leads when you're not on social media is to kind of like borrow from another person's audience.
So whether you're guesting on a podcast or being a guest speaker on a webinar that people have you on or you're writing guest articles for big publications or doing PR. Those are other ways you can build trust and get attention without social media. Granted, you can amplify that by promoting it on social media, but it is a way to tap into other people's audiences when you don't want to promote it yourself on your social channels. It's a great way to, yeah, expand upon your past your current audience.
Joe Rando: Cool.
Carly Ries: Yeah. And then lastly, it's funny because we've done polls recently. We've asked our audience as Solopreneurs, what is your number one way to get leads? And of course, word-of-mouth and referrals are the number one thing. Because wouldn't it be lovely if just our businesses could only run on referrals?
We, George B Thomas and I, who's a guy we work with, we recommended a book, The Referral Engine, which John Jantz wrote. It's dated. Not dated. It was published a while ago, but the information in it is still very relevant. So don't let the date fool you.
It's still very relevant.
Joe Rando: Humans are humans, basically.
Carly Ries: Yes, exactly. But if you can put in a thoughtful referral system, and not just, oh, I hope I get referrals based off of wishing and throwing a penny in the fountain. But actually putting together a system where like if, the second you close on a project or something, reach out and make the ask like, hey, if you know anyone else dealing with this issue, I'd be happy to help them too. I'll give you 20% off of the next service I do with you, or something like that. But put together a proper referral system, and don't just wing it, and that can help you generate leads from word-of-mouth in those referrals. I think those are my biggest things if you don't wanna use social media to expand your voice.
Joe Rando: Cool. Well, sounds good to me.
Carly Ries: Perfect. So yep, moral of the story, relationships, reputation, referrals. Has somebody already coined the three r's? Because if not, let's do that.
Joe Rando: Let's do that. Copyright. Trademark.
Carly Ries: Anything human connection and trust. Everything you do should go back to human connection and trust. And that's all we got for today. Speaking of trust, one of the ways that people really trust us is if they see that we have a highly rated and reviewed podcast, which we do. We love those five star reviews, we so appreciate it.
It helps us get our word out to other solopreneurs in your shoes. Subscribe to our show on your favorite podcast platform, including YouTube, and share this episode with a friend. And we'll see you next time on The Aspiring Solopreneur. You may be going solo in business, but that doesn't mean you're alone. In fact, millions of people are in your shoes, running a one person business and figuring it out as they go.
So why not connect with them and learn from each other's successes and failures? At LifeStarr, we're creating a one person business community where you can go to meet and get advice from other solopreneurs. Be sure to join in on the conversations at community.lifestarr.com.