Updated: Dec 4, 2020
You heard that right! It is possible to score incredible clients with a low(er) follower count. Believe it or not, it's all in the strategy and the quality of your followers. As well as the quality of your content.
There are few ways your social media pages can convert content into sales:
Mass amounts of followers found quickly = small percentage of followers buying at lower prices
Quality followers found over time = higher percentage of followers buying at higher prices
Mass amount of quality followers over a long period of time = even higher percentage of followers buying at higher prices more often
Mass amount of followers that convert over longer period of time as you build rapport through your content = small percentage of followers buying at medium prices and a small percentage buying low ticket offers
Let's look at these a little closer. Why are those the outcomes?
1. Mass amount of followers found quickly are usually found by running ads, having an open page that allows anyone to join and includes giveaways, and/or contests, etc. This is great if you are playing the numbers game and/or your offer is a lower price point but keep in mind you will not necessarily be attracting people who are into your product or willing to spend money on higher ticket items. They are usually looking for a deal or entertainment.
2. Quality followers found over time are people who have followed you because they know you personally, they are a referrals, have been directed by your blog, or they have already purchased from you. They can also be found by becoming the "expert" in other groups that pertain to your niche and your offer then directing them to your pages. These followers already trust you and have a higher chance of not only purchasing from you but purchasing a higher ticket offer.
3. Mass amount of quality followers over a long period of time are gained by staying consistent with quality content and massing them over a longer period of time. This is the best way to grow a strong foundation of supporters that will trust you and stick with you for long periods of time. This is the best way to succeed with high quality, high ticket offers that are more of an investment than a spur of the moment purchase. If you are retaining a strong, authentic presence with a consistent message it will be easy to retain these followers.
4. Mass amount of followers that covert over a longer period of time as you build rapport are great if you have patience. These groups are usually built fast to start which means the followers are less likely to purchase high ticket offers right away. They will need to get to know you through your content and by how other followers respond to it. This is a great time to have a 4 Step Value Ladder in place which allows you to offer items at prices and levels your clients feel comfortable with.
As you can see there are different features to each. So the best way to decide how to grow your social media presence is by looking at your offer.
If you are selling a lower ticket item that can be an impulse purchase, massing followers and creating entertaining content WILL WORK!
However you may find it difficult to sell a higher priced offer to this audience.
You also need to take a look at each of the platforms separately.
I have found through Facebook it is lucrative to have not only your regular page but a private group that you moderate as well as offer support and advise.
On Instagram I have found a more personal approach works. I make sure to engage with their content consistently with unique, authentic comments and questions. After you build some rapport, sending a DM asking an open ended question that pertains to their passion is almost a direct all access pass. This technique takes a bit to master but this is how we were able to work with Jesse from Big Brother Canada. We currently have 257 followers on IG and we probably had less at the time.
Focus on creating consistent, authentic content that appeals to your target market and the sales will just follow. Inspire your followers and show them you are the expert. This trust and rapport will make it easier for potential clients to make the leap and buy from you!
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