𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗮 𝗹𝗮𝗿𝗴𝗲 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝘁𝗵𝗮𝘁 𝗶𝘀 𝗻𝗼𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗼𝗳𝗳𝗲𝗿 𝗶𝘀 𝗮 𝗳𝗼𝗼𝗹𝗶𝘀𝗵 𝗺𝗼𝘃𝗲.⠀⠀⠀⠀⠀⠀⠀⠀⠀
Sometimes the businesses in the pursue of high numbers of likes or follows forget the big picture. ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
Why are we here on the web, social media, hustling for attention?⠀⠀⠀⠀⠀⠀⠀⠀⠀
Yes, we are building a community but what we want ultimately is to have community interested in us, our topic, and get leads and sales.⠀⠀⠀⠀⠀⠀⠀⠀⠀
The size doesn't matter⠀⠀⠀⠀⠀⠀⠀⠀⠀
I have a client with 400 followers that convert better and easier than my other client with 5'000 (real) followers. ⠀⠀⠀⠀
The reason is, that the audience of the latter isn't qualified or qualitative. They did not follow her for her expertise but for her adventures and amazing photos from around the world.
Here is how to get qualified and qualitative audience: ⠀⠀⠀⠀
1. Focused and aligned content⠀⠀⠀⠀⠀⠀⠀⠀⠀
Be sharp and clear. Tell them what your account is about and deliver on that promise.
You might have grown your community around a different topic than the one you are trying to monetize and that is a problem. People who followed you either don't see you as a business at all or share a passion with you but aren't interested in your offer.
Make sure that the promise of the account (the BIO on Instagram, or About page on Facebook) is aligned with the content that you are putting out on those channels.
You want to target 1 specific audience (persona) only with 1 channel. I learned it the hard way but you can't target a starting entrepreneur wanting to launch a business to sell them a private coaching program and an owner of a mature business (20yrs+) selling them business development consulting with the same content.
If need be, create two separate accounts. In my case, the latter is not on IG but on Linkedin.
2. Know your ideal client
Get under their skin and understand what is it that they struggle with and create content around it.
Read how personas help you save time and get better business and how to do the exercise.
Create content that gives so much value (for free) that they will want to get even more from you.
3. Create your sales funnel
Have you heard of the different stages of the client journey? They need to be respected both when creating an impactful communication and successful selling process.
Funnel is how you take your target audience from an observer to a client or a user.
You can start super simple. You want to create a freebie (a lead magnet product) that will be the first exchange between you and your client. Your freebie for their email.
Make sure to stay away from these freebie mistakes.
4. Put in place Email Marketing
Your freebie will help you build your mailing list, which allows you to send out newsletters or targeting mailing.
Why should that be a priority? It helps you to:
1. Build a community that you 'OWN' (you don't own anything on your social media platforms)
2. Communicate DIRECTLY with people interested in you, your product or service
3. Create a more PERSONAL and intimate RELATIONSHIP with them, get to know them better
4. They get to know YOU better
5. It builds TRUST - you showing up regularly for your readers builds trust.
6. Get more traffic to your website
7. and so more SALES
5. Sell regularly
Your content needs to be a healthy mix of posts and there is no need for a constant hard selling. But sometimes we get so carried away with posts that work the best with our audience (personal and engagement type of posts) that we actually forget to sell at all.
Talk about your offer, talk about your work with clients, show the transformations, share testimonials.
Here is a list of 4 typical errors that cost you money.
6. Keep showing up consistently
That's the hardest one, at least for me.
Especially if you are a service-based business owner, you need to put your face out there and talk to your community.
You want to showcase your expertise, authority but also the personal side of you. You want them to relate and connect with you.
Create a schedule that is feasible for you and stick to it.
7. Keep your eye on insights
Check regularly who is following you, the demographics.
You know whether these are men, or women, their age and which country and even city they are in.
Is it aligned with your ideal client?
If you target 40+ local women but your insights show that you are followed by 20+ women based in another country, it is an invaluable insight that there is a problem with your content and it doesn't represent you well.
8. Stay authentic
Stay true to yourself, that's the only way to be able to keep it up in a long run. Don't say things you don't mean. Don't try to be someone else. Don't try to be smart, be you.
Finding your voice is empowering and connects you with exactly those people who will genuinely want to be in your company and work with you.
I believe in growth with integrity and intention and shortcuts are a big no-no for me.
Buying followers, engagement pods and loops, I see no point of it, other than just fooling yourself?
Why would you want 20 comments on your post that comes from a group of people that will never buy from you? To boost your engagement? So 2020.. this is not how it works anymore, but let's talk about that another time.
Hope this helps you get a better idea of how to turn your followers into paying clients,