Turn Your Followers into Conversions by Creating a Targeted Audience
You don’t need to be EVERYWHERE, all at once
In my old age of 26 (in just a few weeks), I tend to be really selective with how I spend my free time. Most of the time, I would rather stay home with the husband and binge-watch shows on Netflix while drinking seemingly endless amounts of coffee. Yes, I have a problem.
I am not really going to be jealous of the fact that you are at the hottest new nightclub, or sipping a colorful drink by the pool. If I have to dress up and be around a ton of people, I am not all that likely to want to go. It’s just the truth.
The same thing is true when it comes to social media. There is a ton of pressure for bloggers and business owners to be active on a wide variety of platforms. The reality is, they end up spreading themselves too thin and just wasting a lot of time. Yes, it does extend their audience reach, but many of those views and followers don’t convert to regular readers (in the case of blogs) or customers (in the case of business owners). It’s pretty easy to feel like you have to try out every single social media thing, but you really don’t. It can get overwhelming, and just isn’t all that necessary.
Don’t spread yourself too thin by trying to do EVERYTHING
One of the best ways to market yourself is to pare down to just a few (maybe even just 1 or 2) social networks and be SUPER PRESENT on them. Keep in mind, though, this doesn’t mean just the platforms you like the best. It’s important to be where the clients are, so use the platforms your clients like the best. If you’re trying to go after people in finance, you’re not going to do well if you spend hours pinning DIY projects on Pinterest. If you’re a graphic designer or an artist, you would get better results using Instagram than Twitter.
This is why it’s more important to produce for your target audience, rather than to just build a big one.
Conversions are more important than followers
When you decide to use social media for business, or to promote your blog, it’s important to keep in mind that conversions matter more than your follower count. It doesn’t matter if you have 42 followers or 24,601 followers if only a couple of none of them are going to your website or buying your product/service. Sure, not all of your followers will become customers or regular readers (That would be awesome, though), but you still need to pay serious attention to your conversions.
This is where that previous point of it’s better to build a relevant following than a general one. You know how a lot of Tumblr or Instagram users do giveaways with the stipulation that you have to be following them in order to win? Well, while that may result in them gaining a lot of followers in a short amount of time, it’s a flawed system. The issue with that is, once most of those people realize they didn’t the contest or giveaway, they will probably unfollow you. They were only after the free stuff, rather than the value of your business or blog. (There are ways to do giveaways that work in your benefit, but that is for another post.)
So. . .
Remember that you don’t have to be everywhere, all at once.
You want to build a targeted audience, rather than a general one.
Focus on just a few networks by figuring out where your clients are.
Give your followers or readers content they care about, rather than creating a bunch of different content to try and please everyone. It won’t work, and you will dilute your brand.