I’ve written before about the numbers game played throughout social media. We have a high need to attract large numbers of followers on our pages. Having a huge amount of followers on our page looks great, and is great for organic post reach, but are our followers the ‘right’ follower? Will they further enhance your business or just look like you have a great business?

I come across this issue repeatedly… the need to attract the numbers, but are we attracting the ‘right person’?

When we start a Facebook page, we invite our friends, family, contacts and hope it will catch on, be shared by all who know us, and, naturally resonate with everyone.  We’ll have thousands of followers in no time.  Back in the day some bought followers.  Followers can still be bought on Instagram through third party apps. I do not recommend this.

Whether we’re delighted by the group support or disappointed by the lack of it, which you’ll find will most likely be the case, here’s the most vital ingredient to a growing your page supporters, no matter what the platform.

“Your followers need to be the right followers!” 

Keep in mind, unless you are going to boost each and every post to a targeted audience, you want the 10% of your followers who will actually receive your post organically, to be interested in it.  We want them to engage, share your post to others, like your post and the biggie – use your services or be interested in your post, services and product to want to be a part of your on line community. We want everyone who receives your post to help boost your business!

What does this mean?

I’ll give you some examples.

• You own a tow truck business.  Is your 85 year old grandmother going to employ you?  Will she share your posts to those who will?
• You’re a nail technician working from home.  Your photos are amazing, your superior products will be well noted within your posts… but no matter how artistic, and totally mind blowing your nails look, your 16 year old son and his mates won’t be making appointments with you. Maybe their girlfriends will if they have the budget… but will the boys share your posts? Probably not.
• Your local boutique will most likely not be attracting visitors who live 100km away, nor will your overseas viewers visit your store.  This would be different however if you have an online store.

So, this is an important one… it’s harsh but it’s true.  What ever your business…. Do not send an invite to your friends and family to like your page if they are not likely to use, engage with or share your posts to those who will.  Your friends and family will most likely not be your social media supporter.  Very few are.  While I’ve been fortunate with a few family and friends who do support my pages, I know friends and family will in most cases, may support your social media endeavours.

In short… the only people who will engage, share and help boost your business by employing you, purchasing from you or promoting you, are people who will use or are interested in building a relationship (trust) with your business. So before you ask your friends and family to follow your page, ask yourself if they will be true supporters, or if they will receive a post, scroll past and like the post with the adorable puppy further down the page.

How do you find your perfect supporter?

Paid promotion.  In short, if you want a quick audience build, this a great way to do it;

• Promote your page – and I hope you do, be very specific about your audience selection. Don’t chose all of Victoria and leave it at that. Imagine your ideal client, and chose interests, vocations etc… and even suburbs where this person can be found. Don’t leave your audience selection too wide or you’ll be wasting money on your promotion.
• Boost your posts and invite posts likers to like your page.
• Target a specific audience who will benefit from your goods and services and you will benefit from their custom.  Read my blog called Bull’s Eye If you haven’t already.  This will help you target your specific audience and demographic.

So, don’t get caught up in the numbers game.  It’s far better to have 150 followers who will use your services, engage with your posts and share information they feel will be relevant to their contacts, than 3000 people who will disengage with you within a week.  You only need to check out the engagement of posts with some high followed pages to see their audience is not actually interested in their posts.  That’s a massive waste of organic posts and long term, it will costs the businesses money to reach the audience who will benefit from their posts.

So the saying “it’s not about the size… it’s what you do with it” is very relevant here. Don’t get caught up in the numbers game. Call me to get the ‘right numbers’, not the ‘high numbers’.