Getting Back To The Basics Of Marketing
“Targeting”—it’s a word that is often used in marketing, especially today in social media. It is an important word to say the least. A targeted audience will provide an engaged audience, which in return provides value.
Say for example, there are two similar business owners who both started their social campaigns at the same time. Business owner A has 40,000 followers who quickly acquired thousands of followers—a majority of whom are not of interest, while business owner B has 4,000 followers who are real customers with real interests. It can be argued that business owner A seems to be the more trusted and valuable brand, but ROI for business owner A has a chance of being lower because its audience is not one of value. While it is true that more users may be apt to follow business owner A because of “popular” demand, the concept still does not sync with the reason why professionals put their brands on social media in the first place: to drive traffic and provide valuable communication with their audience.
So when measuring your campaign results, remember that high followers does not correlate with sales; user engagement and conversation do. A way to measure user value is by dividing the amount of likes on a single story compared to your overall followers. The higher the percentage, the higher your user value score will be.
The Dark Side Of Followers
“Click farms” have been around since the start of social media and now are a multi million-dollar-a-year business. It is a get-big-quick scheme where services are paid to produce bulk followers and likes at a time. Be warned, there is no real value in doing this. Rather, it is an unethical trail to tread as many platforms are cracking down on pages that have bought their followers. In all, “fake followers,” (sometimes who are not even real people), in no way will ever show any return to your efforts.
Building A Real Following
Once you build a real following that is interested in your content, you will notice a drastic change in likes, comments, and most importantly, an influx in inquiries and sales. But how do you build an engaged following? First, have patience. Just like any start-up, it takes a lot of hustle. Start by sharing valuable content that causes people to smile, feel good, think, share, act and follow. Other strategies to build a valuable following include converting offline experiences into online connections and advertising through the platforms themselves to a targeted audience.
All in all, if there is one thing that we all know, it is that one cannot jump to the top and that anything well done is done with hard work. So take your time, create awesome content and have fun with your social media pages!