The Top 3 Reasons Why Your Social Media Strategy Isn't Converting Followers into Clients
In today's digital age, businesses of all shapes and sizes have come to realize the importance of having a strong social media presence. A large number of followers on social media can certainly help build a business's brand image, but the real value of social media lies in its ability to drive sales.
In this blog post, we'll discuss the top 3 reasons why your business may have a lot of followers but have a hard time converting those followers into clients.
1. Lack of Targeted Content
One of the main reasons you may be struggling to convert followers into clients is a lack of targeted content. Just because you have a large following on social media doesn't mean that all those followers are interested in what you have to offer. If the content isn't relevant or interesting to your target audience, it's unlikely that they'll engage with it, let alone take any action.
To create targeted content, you need to understand your ideal customer persona (see previous blog post on Persona Profiles) and create content that speaks to their specific interests and pain points. By creating content that resonates with your target audience, you can increase the likelihood of your followers becoming paying patrons because they feel you understand what their pain points are and they have trust that you can effectively deliver them a solution.
Without narrowing down your target audience, it can be impossible to speak to a certain group’s specific struggles and therefore, you lose the chance to become a beacon of authority in your niche for them to turn to for guidance.
Here’s an example of what I’m talking about:
Example of what not to do: A beauty brand posts generic content about makeup and skincare without considering the different skin types or beauty concerns of their target audience. The content is not specific enough to capture the interest of their followers, who are more likely to unfollow the brand than engage with the content.
Example of what to do: A beauty brand identifies their target audience as women in their 20s with oily skin and acne concerns. They create content that addresses these specific concerns, such as how to control oily skin or how to minimize the appearance of acne. The content is specific and tailored to the target audience, resulting in increased engagement, audience trust, and conversion rates.
2. Lack of Buy-In
Another reason you may be struggling to convert followers into clients is a lack of buy-in. Even if the content is targeted and engaging, if your target audience doesn't believe in the value of what you’re offering, they're unlikely to become paying clients.
To create buy-in, you need to be clear about the value proposition of your product or service. This means communicating how your product or service solves a specific problem(s) and addressing any objections or concerns that your target audience may have. By creating a compelling value proposition, you can increase the likelihood of your audience understanding that you have more to offer them than just the content you post.
Example of what not to do: A fitness brand posts content about their latest gym equipment without explaining the benefits or why it's worth the investment. The target audience may be interested in fitness, but they don't understand why they need this particular equipment or how it will help them achieve their fitness goals.
Example of what to do: The same fitness brand explains the benefits of their gym equipment in detail, highlighting how it can help users achieve their fitness goals more efficiently. They also provide social proof, such as customer testimonials or before-and-after photos, to show that the equipment has worked for others. They also ensure to educate their audience on how this specific equipment can solve certain issues or provide a better experience compared to other kinds of equipment.
3. Weak Call-to-Action (CTA)
A weak or unclear call-to-action (CTA) is another reason you may be struggling to convert your followers into clients. Even if the content is targeted and engaging, and the value proposition is strong, if you don’t give your followers a clear direction on what to do next, they may not take any action at all.
To create a strong CTA, you need to be clear about what action you want your followers to take. The CTA should be specific and easy to follow, and should offer an incentive for your target audience to take action. This may involve including a link to a product or service in the caption of the post or offering a special discount for those who engage with your content.
Here’s an example:
Example of what not to do: A real estate agent posts a beautiful photo of a newly listed property on their social media page, but doesn't include a clear call-to-action or a way for potential buyers to learn more or schedule a showing. As a result, potential buyers may be interested in the property, but they don't know how to take the next step or contact the agent.
Example of what to do: The same real estate agent includes a clear call-to-action in the caption of the photo, such as "Fall in love with this newly listed property! Contact me today to schedule a showing and see if it's the home of your dreams." The CTA is specific and provides a clear direction on how to take action, making it more likely that potential buyers will contact the agent and ultimately make a purchase. The agent can also include a link to a page with more information about the property or a form for potential buyers to schedule a showing, making it even easier for them to take action. By creating a strong CTA, the agent can increase the likelihood of their followers becoming paying clients and help drive sales for their real estate business.
In conclusion, having a large following on social media is great for building brand image, but it doesn't always translate to sales. To convert followers into clients, businesses need to focus on creating targeted content, building buy-in, and creating strong CTAs. Having these three things down pat can significantly increase the likelihood of your followers becoming loyal patrons.
Be sure to head over to my Instagram page @insightmedia_az for more info and access to other helpful information I’ve posted. As always, feel free to reach out to me directly if you have any questions or are looking for some personalized help with building your brand!