If your business is present on any social media platform, chances are it has some kind of following. It seems that many of us tend to get wrapped up in how many followers we have – we always want more. In fact, as social media managers, one of the first things we are asked by prospective clients is, “How can I grow my online following?”
Here’s a secret: It does not matter if your business page has 300 followers of 3,000 followers. This probably goes against everything you’ve been taught about social media, but hear me out – would you rather have 3,000 followers with only 150 of them who are actively engaging with your page and making repeat purchases? Or, would you rather have 300 followers, all of whom are engaged and purchasing.
When it comes to followers, we’ve been taught that more is more, but that’s not always the case. In today’s modern world, we are finding that people are more likely to buy from brands they feel a personal connection with. In fact, consumers who feel a connection to your brand are 50% more valuable and more likely to make purchases.
So when we talk about followers, the conversation shouldn’t just be about how to get more, but rather, how can we turn those followers into a community? Here is what we recommend.
1. Start a conversation
One of the best ways to build community is to engage with your followers/target audience. Oftentimes, brands feel an immense pressure to create visually stimulating content and witty captions that they forget to actually interact with their audience. While the content you put out has a profound impact on how people feel about your brand, nothing beats a one-on-one conversation. People want to feel heard and if your brand reaches out to them, they will remember that. Find out where your audience is hanging out online and meet them there.
Make sure the messages you are sending are original, too. Like previously mentioned, people love attention, especially online. Send personalized messages to your followers or people who fit within your target audience, encouraging them to check out your products/services. Make sure you mention some personal about them/their account while you’re at it!
Check out our tips and tricks for engaging with your followers in our latest eBooks.
2. Listen
It’s not enough to just talk to your followers – you need to listen too. Have you ever worked with someone or collaborated with someone who was impossible to get ahold of? Super frustrating, right? Don’t be that way to your followers. Your brand needs to implement an open-door policy so followers feel like they can contact you about anything, any time of day and get a near immediate response.
Coupled with this, you need to actually hear their questions and concerns and offer a personalized, valid solution. Customer service isn’t one-size-fits-all – you need to tailor it to each client.
3. Tell your story
Your business exists because it has something of value to offer the world – let your followers know what that is. Giving your customers a unique view of your brand is another great way to keep them engaged and interested in your brand. You can post about the founding of your company, behind-the-scenes, the inspiration behind the brand and so much more. When a customer can identify with a particular element of a brand, they are far more likely to support it. Just like it’s important for you to get to know your audience, it’s important you let them get to know you as well.
How do you build community with your followers? Tell us in the comments below.
