The Numbers Game
A few weeks ago I thought I had received a notification that a business I know had liked my Instagram account. A day or two later this business followed my clients Instagram accounts. I thought I was going a little crazy when a week later they followed all of the accounts again. This peaked my curiosity and I started taking note of the following and un-following for a while. My hunch was correct. This business is playing the numbers game.
If this business was still my client I would ask them this. What is more important to you and your business – large Instagram followers or genuine prospective page followers who may someday wish to engage your services? Are you putting the same energy into your posts that you’re putting into growing your numbers with inappropriate followers? Is growing your numbers in this manner your only strategic plan or do you have a plan to grow your ideal client base?
Isn’t it better to have 20 genuine followers who come to trust and believe in you than thousands of followers, who are only there because you followed them, who won’t buy your services? When I looked at this page I was surprised to see page followers were surprisingly low, so their numbers game has not paid off. Not only that, their page is private, so prospective clients or page followers are unable to see what and who this business is. It’s sad to think this business is losing trust in prospective followers and clients. The principal business owner has a brilliant mind and his posts could have been a fabulous resource for potential clients. I suspect he is not playing this game personally, but using someone who has promised him large numbers. Don’t get caught in this trap.
The number of page followers are not as important as genuine followers. Target your audience and attract people who will one day buy your product or service. Remember conversion may not come overnight. In the case of this business, not everyone needs to apply for a loan today, but may in a year or even 5, but in the meantime, they will be watching you to see if you are the man or woman to do right by them. I bought a pair of shoes online last week. I’ve been following this page for months. Not all purchases are instant. We want to know we can trust you, you are reliable and will deliver on our expectations.
Instagram for business, unless you’re sponsoring a post or page and can specifically target your ideal client, is a difficult one. Given the nature of the ‘follow’ and ‘follow back’ culture, it is hard to target the audience you feel will purchase off you. Don’t play the games others play. They may be influencers and it doesn’t matter who their audience is, as long as they have the numbers to receive free product just to push it out to the masses. You need a specific audience for your business. Instagram has evolved in recent times linking with Facebook ads, which is a great initiative. Like Facebook, your post may not be seen organically, so why waste reach on an audience who only followed you so that you will follow them back?
So how do you target your ideal audience on Instagram?
- #Hashtags this will help audiences interested in your topic find you. This will also attract the ‘number’s people’ but don’t worry. They’ll un-follow you in a week, which is good if they were only after you to add to their numbers.
- Search for hashtags related to your product. Engage with posts who use that hashtag if you feel you would benefit from this business or they yours.
- Check out the followers of your competitors and connect with them that way… like their posts, follow their pages and interact with them. Compliment, ask questions, build a genuine relationship with people and businesses who you feel will be mutually beneficial to you.
- Post images that will appeal to your ideal client. They’ll only read your text if they stop scrolling long enough to read it. Eye-catching, relevant to your business images otherwise you will be ignored.
- Videos are a fabulous way to attract your follower’s attention.
- Post a story but make sure you use a relevant hashtag
- Write to / direct your comments to your ideal audience – on all social media platforms.
- Make sure your Instagram bio is interesting and stands out. Post your links in your bio as you can’t link to a post.
- Integrity. Don’t post sleazy, misleading images, text, comments or bios. Remember – you want genuine followers who will become your clients or refer others over time.
- Don’t buy or use apps that will earn you page followers or post likers. Depending on your business, these people most likely won’t buy your services – particularly if you are an Australian based service and your new bought page followers are in another country.
- Forget the numbers. Forget the games. Concentrate on those who truly want and need your services. It won’t happen overnight but in time it will.
I’d love to take a look at your Instagram profile. Send me your link and I’ll send you a written report if there’s anything I think you can change up a little. In the meantime, keep posting, be genuine and strategic in your posts and enjoy fabulous business outcomes.
