By first impressions, having a huge following on social media (SM) can lead customers to assume that the company in question has a good reputation, is established and takes pride in offering high service levels, however generating honest SM success for your business doesn’t mean you have to have a huge following, the key to social media victory and long-term sustainment is to choose quality over quantity.
Let me put it to you like this, let’s say your Facebook page has 1,000 followers and only 200 of them are genuine champions of your brand, it is likely that the 80% that aren’t interacting with your business and could result in you gaining low organic engagement rates; however, if it was the other way round and you had a genuine and predominant fan club compared to a “disinterested following” you are likelier to gain better engagement levels, higher visibility rates with new potential customers and, more importantly, generate more income online.
It is understandable that you may feel pressured into joining “like for like” groups and inviting everyone you know, including family members to follow your channels in order to keep up with your competitors – it’s human nature to want to feel empowered and valued, however thinking and acting smart by having a quality following will ultimately lead to long-term success. A quality following can lead to lower outgoings, better business sustainability and give you extra time and energy to focus on growing your business, instead of having the time-consuming tasks of resolving future problems with your social media channels which could have easily been avoided.
Growing your business numbers on social media is difficult, it will take time and you must experiment regularly to ensure that you are continuing to develop your brand in the correct way as well as look for new ways to engage with your audiences. Implementing a bespoke digital marketing strategy into your channels is one of the best ways in which you can keep on track and continue to offer your customers the best experience possible when they are visiting your pages online.
Never assume that you don’t need to invest in your business champions if they are already active on your channels, if you stop devoting time to them, then they will do the same to you. Keep them interested in your work and sustain those amazing relationships as these types of people are going to be your biggest fans and are likelier to recommend your services to others. In addition to this, the content you create needs to be enticing, have relevance and encourage the reader to engage and interact with you time and time again. Genuine engagement is key, engagement is what allows us to discover what type of content people want, and do not want, to see..
Engagement ultimately is what defines your brand and gives you the information you need to nurture your business in an overcrowded marketplace.
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