Social media is more than just a place to share your thoughts. It’s a piece of digital real estate you can leverage to compel some form of progress, whether for you (as an influencer) or for your company (as an asset).
The larger your audience, the greater chance you have to inspire a positive, desired outcome. Are you selling a product or service? Are you hiring? Looking for a donations? Trying to get users to test a new product? An active social audience can help you with all of these things.
Here are four of the most important reasons you should be actively growing your social audience.
Four Important Reasons to Grow Your Social Audience
1. Increase Conversion Rates
Every post you make on a social media platform is an opportunity for potential customers to convert to paying clients. When you build a following, you’ll simultaneously have access to new customers, recent customers and old customers, and you’ll be able to interact with all of them.
Every article, image, video or comment you share is a chance for someone to react, and every reaction could lead to a site visit, and a site visit could be a sale. Not every interaction with your brand results in closing a deal, but every positive interaction increases the likelihood.
As your audience grows, so will your credibility and social proof. When customers are getting close to making a purchase, positive social proof will make more of an impact on their decision than any other type of positive influence (such as choosing a cheaper or more environmentally friendly option).
A company with a small audience can be seen as untrustworthy or too "new" for the client to have faith in their service. Many customers will think that if no one else is paying attention to your product, then it's probably not a good product. However, once you have an established reputation, your conversion rates will be more established as well.
2. Rapid Feedback
When we are active on social media, we expose ourselves and our companies to feedback. Regardless of whether the result is confirmation bias or criticism, we put ourselves in a better position for growth.
There are two types of feedback: solicited and unsolicited.
With solicited feedback, you’re actively asking questions of your customers. You’re sending surveys, emails and in-app messages. This type of feedback happens in more predictable intervals as you’re the one initiating it.
Unsolicited feedback is what you’ll receive most of the time on social media. It's crucial to understand the motivation behind their feedback before giving any weight to it. You'll learn very quickly when something isn't working or isn't meeting the customer expectations. Valuable insights like this improve the customer experience and overall value of your company.
3. Boost Your Content Marketing
We all know that content is king, but that king needs an army. Many content marketing strategies today includes pushing their content to influencers with large audiences. Why not build a large audience that matches your target demographic instead? Or in addition to? Let me share a quick story with you that happens all too often.
I know a company that paid $25,000 for a 10-week series of very high-quality videos, including the copywriting, storytelling, the works. The videos were beautifully produced and very compelling to watch. Every week, they would post a new video to their YouTube and share it across all their social platforms. One year later, many of those videos only have 200 views. Some of their BEST videos only have 200 views to this day, despite being posted many times.
Whether your content is a blog post like this one or an expensive video series, there needs to be someone on the receiving end. Not just someone, but ideally a large audience that have already expressed interest in you, your company and your product. Having a sizeable, targeted audience gives your content a worthy launching pad.
4. Improve Customer Experience
Social media, at its core, is a communication channel like email or phone calls. Every customer interaction you have on social media is an opportunity to publicly demonstrate your high level of customer service level. Thus, you simultaneous enrich your relationship with your current customers and highlight, for your entire audience, how valuable customer relationships are to your business.
For example, if a customer complains about your product on Twitter, you can immediately address the comment, apologize publicly and take action to make it right. Or, if a customer compliments you, you can thank them and recommend additional products. It’s a personal experience that lets customers know you care about them. Visible customer service engages and intrigues your entire audience, making all of your current and potential customers feel valuable and important.
Regardless of the reason, having a large audience can be the catalyst for many relationships, opportunities and growth for you as an influencer, as well as for the bottom line of your company. There is potential for it to yield continuous returns, making it an excellent investment.
What are other reasons you should grow your social audience? I look forward to your comments!