The Reason Why Your Social Media Followers Aren’t Becoming Your Customers

If you’re attracting followers to your social media accounts easily and are constantly getting likes, comments, and notifications, then that feels good in the moment.

And social media is important; this is true. 

But the key metric you should measure is this - how many customers is it bringing you?

If your ratio of followers to customers is very low, then keep reading to find out why & how you can fix this.

Why Do Social Media Followers Not Buy?

Some business accounts have hundreds, or even thousands of followers, yet get very few customers from social media.

Then, they look around and see a competitor with 50 followers getting customers from social media effortlessly.

If you can relate to that, it’s annoying. You end up thinking that the competitor’s just lucky and feel like you’re working harder than they are, with fewer results.

The key is that working harder is only half the battle. It’s about solving the following 2 reasons your followers would have for not buying:

1. Your offer is not valuable enough

2. Your free content is more valuable to them than your product/service

Let’s tackle both reasons, starting with the first.

1 - How To Make Your Offer More Valuable

Logically, people will not buy something that they don’t think is valuable or can actually solve their problem.

The way you fix that is by strengthening your offer.

We’ll give you a quick rundown of what you can do to do that, because we went into the full offer creation process (+ how to market it) in Article 23, which you can find by clicking here.

Step 1 - Make it easy for them to buy. 

Simple changes like making it so that they can fill out a form instead of having to call you take less effort from the customer’s side, making it easier for them to buy.

Try using the 2-minute rule: If they could stop what they’re doing and buy from you within 2 minutes, then you’re sorted on this one.

Step 2 - Use speed.

People are willing to pay more if something is done quickly.

Be realistic, but also offer customers a quick solution to their problem.

For example, if someone has a leaky roof, then they want that solved quickly. They’d rather pay more to hire a roofing company that takes 1 day to do repairs, than to pay less for a roofing company that takes 3.

Step 3 - Increase the chance that your solution works.

People don’t want unexpected surprises after buying. 

This is why having guarantees or warranties is a great idea - It gives customers peace of mind that buying from you will go smoothly.

Now, let’s tackle problem 2 - “Your free content is more valuable to them than your product/service”.

For this, we suggest a technique called:

Sell The Sizzle, Not The Steak

Imagine you’re walking outside on a sunny day, when suddenly your nose picks up the smell of a freshly-cooked steak coming from your neighbour’s house.

If that happened, you’d probably be more hungry for steak than if they just suddenly knocked and said, “Hey, you want some steak?” when you were scrolling away on your phone.

And the same should apply for your content - your content should be the sizzle, and your product/service the steak.

So, you should use content to draw them into buying from you.

There are 2 recommended ways of doing this:

Method 1 is Industry Expert Posts.

These are posts you make about your industry to prove that you know what you’re talking about.

For example, a tree surgeon creating a post about “5 Signs An Overgrown Tree Could Be Dangerous” or a carpenter posting “3 Custom Carpentry Projects That Add Value To Your Home”.

In both of these examples, you would trust these people because they prove that they know what they’re talking about.

From there, you also have to do Method 2 - Case Studies & Testimonials.

Showing off work you’ve done, such as a bathroom renovator posting a before-and-after picture of a project, proves that you can do what you post about.

That’s why these methods work best when used together - you prove you know what you’re talking about, and that you’re ready to put your money where your mouth is.

Using these methods, you’re setting up a sizzle for your steak (product/service).

Because now that they trust you, they will know you as the person to go to.

So if they ever need your product/service, or they know someone who does, then their first thought is to contact you or refer someone to you.

The only problem is that this type of content will eat up some time from your calendar. To solve that, click here for a free marketing analysis to see if we’d work well together to help grow your business alongside you.