Turn Followers Into Paying Customers
Everyone loves a lot of followers – Facebook, Instagram, TikTok, the more the better! Especially if you are putting out great content, using it to get more people on your customer list, and not always selling something. It’s important to remember though, that those followers may or may not have ever given you money in the past. They may not even live near your business, they may just like what you post, or they may be interested in your business for a separate reason all together.
So how do we monetize followers? Do you know how much money your followers have spent with you? Do you have a process to invite them into your business and get them in your database? Do you have a process to get them to refer you to other potential customers? You can do all those things if you capture them into a rewards program, where YOU control the list, not a social media site.
You must have a strategy that continually provides compelling content and…here is the important part…. consistently converts your followers into sales by capturing them into your OWN list.
The other critical thing you must be aware of is security and responsibility. Do you have a process to approve new posts? What happens when something goes wrong and all those followers disappear. Maybe you (or a team member) inadvertently post something against the platform’s guidelines and they shut you down. Be very cautious of who has access to your social media accounts and be sure to update passwords regularly. If any of those team members change, passwords should be changed immediately.
Or, you could fall victim to a hacker. One Retail Store Owner responded to a copyright breach email from Instagram, only to realize too late, that it was spam.
The hacker used the info she provided to take over her account, even setting up 2 step authentication on it. Suddenly, she had no access, and no control of her account or her 4,500 followers. Calls to the local police and Instagram had no solutions. Turns out, there is no recourse available, and often the hackers are out of the country. She’s had to create a new account and is working on growing her list of followers from scratch.
The best use of your social media accounts is to encourage ordering/booking and signups through it. That way, the customer’s name enters your customer list and it’s now in YOUR control. You’ll soon learn who the spenders are, and who aren’t, who to focus your marketing efforts on and who to monitor for progress up the customer pyramid. As those are the people giving you money.