For the past year we have been maintaining the social feeds for a well-known business. When we inherited the account there were two things that really bowled us over:
- the excessively high number of accounts they were following
- the poor quality of these accounts
The number one focus when developing a brand on social media should be attracting your target market as followers and hopefully converting these followers into paying customers. Our client’s target market is specifically local customers. They are a service based business yet their brand was following every single gym and every single yoga instructor and every single muscle man and every single influencer the world over in a misguided attempt to grow their account following on a “like for a like” model. “Like for a Like” means if I like your post, you’ll like mine and I also expect you to follow me as an extra favour to my business. After inspecting this account using a special Followers app we discovered that the vast majority of these businesses did not follow the local business back and we set about unfollowing all of these junk followers.
The knock on effect of cleaning up the junky following was that all of a sudden we could see quite clearly who the quality prospective clients were. This allowed us to create a profile of each client persona according to the demographic metrics and also my own impression of what they liked based on what they were sharing on their posts. This makes for a much more efficient marketing model.
The knock on effect of cleaning up the junky following was that all of a sudden we could see quite clearly who the quality prospective clients were.
The direct benefit back to the client was also the monthly marketing reports were now showing genuine data on their followers: what they liked, what they engaged with and what they reshared.
If you would like a hand implementing this model of attracting genuine brand connected followers please contact us for an initial assessment and consultation.