Does it ever feel like you’re just speaking into a void when you post on social media? Maybe your overall engagement is nonexistent, or you’re just hearing crickets when you actually try to sell to your followers. I get it. When you’re not seeing results from social media, it’s hard to see the value in it or find the motivation to keep going.
Converting social media followers into customers is easier than you think. In order for a social media follower in your target market to commit to spending money with you, they have to know you, like you, and trust you. Once someone has followed you on social media, it can be hard to get past that “know you” stage. Here are some tips to get you past the hurdle and convert your followers into clients.
Know Your Audience
Do a little research on your target market (and if you haven’t defined your target market yet, back up and get that done). What do their lives look like? What do they enjoy doing? What do they post about? What kinds of posts do they engage with?
Knowing who you’re speaking to can go a long way with boosting engagement. This way, you’ll be able to tailor your content to your target audience. You’ll know exactly what they like, what they want to see on your feed, and what problems you should be solving for them.
This research should include visiting both your followers’ or ideal customers’ social media accounts and the accounts of your direct competition. By analyzing your competitors’ social media accounts, you can see what kinds of posts your target audience is engaging with the most. This is especially helpful if you don’t have a set content or social media strategy yet, because you won’t have your own results to go off of.
Mix Up Your Content
If all you’re doing is posting pictures of your business, your audience isn’t going to get a chance to really know you as a person. You need to give them something to connect to. For every photo of your work, you should have 2–3 posts about you and your life. This can be as personal as you want it to be.
Think of what really makes you who you are, or what past clients have really seemed to connect with. Maybe you’re really proud of the town you live in, or you and your significant other love trying different craft beers. Sharing things about your life helps your audience connect with you and helps build a brand that is more “you” than it is business.
If a potential customer is trying to choose between you and someone whose work is similar in quality and price, they’re going to work with the person who they like. Business is always personal, and your feeds should reflect that.
Plan Your Posts in Advance
You should always plan your content in advance. There are plenty of apps out there that will help you schedule your posts and get a little more organized with your feed. Planning your content in advance allows you to really think about what you’re posting, and decide whether it truly benefits your audience.
You should have a goal in mind for each post you create. That goal could be to get visitors to a certain page of your website, deliver valuable information to your audience, or even just promote engagement on your social media profiles. When you plan out your content, make sure you don’t post anything that doesn’t achieve some kind of result for your business.
Include a Call to Action
Whenever you post something on social media, you should always be asking your audience to take some kind of action. It can be as big as buying your product or as small as liking the post. Your audience is much more likely to engage with you if you simply ask for it.
If you’re asking your audience to take action with your business, like signing up for your mailing list, make sure you focus on the value that the action provides them. Don’t just ask them to sign up for your mailing list. Give them an idea of the valuable information that you delivered to your subscribers in your last email, and then ask them to sign up if they want to learn more.
If your call to action focuses on engaging with your social media account, make sure that the content is something that your followers can connect with. Asking your audience a question that relates to them, asking them to like your post if they agree with something, or asking them to tag a friend that would find value in your post are all ways to ask for engagement in a meaningful way.
Always Provide Value
If all you do on your social media profiles is show your work and attempt to sell, your audience isn’t going to trust you. You can gain the trust of your target market by providing value. If you’re constantly giving your audience useful information that truly teaches them something, they’re going to trust that you know what you’re talking about.
Giving value to your audience can take many different forms, and you should be utilizing a few different types in order to create a balanced mix of content. An example of using a diverse content strategy would be a weekly blog post that is shared on your social media accounts, answering a weekly question from your audience on Facebook Live, and sharing weekly helpful tips in the caption of an Instagram post. It might seem a little counterproductive to give your knowledge away for free, but getting your customers used to learning from you makes the transition from follower to customer a lot smoother.
Don’t Be Afraid to Repel
Repelling potential customers is not a bad thing. I’ll say it again for those in the back: repelling potential customers is not a bad thing. If you want to attract your dream clients, you should be tailoring your content to a very specific kind of person. If you’re doing that the right way, you’re going to turn off some potential customers that aren’t the right fit for you and your business. Trying to please everyone is going to dilute your feed and not attract the clients you really want to work with.
If you love to travel, post pictures of the places you’ve been. If you have a slight obsession with your cat, post that cute picture of him on your keyboard. You should want to work with people that value those glimpses of your life, and be okay with repelling those who don’t.