Why I get concerned when I see people frothing over their big social media followings
There are tonnes of businesses and individuals with big social media followings these days.
Many of these followings were built during the early heyday of social media.
Reach was good, getting likes was easy – it was the wild west.
These days reach is crap.
Facebook pages owners will see their page reach as low as 1-3% according to Forbes.
All those followers have realistically halved (or worse) in value.
At the end of the day – it’s not about how many potential people you can reach, it’s about how many people you CAN and DO reach.
This is why I’m a huge advocate of building your own assets in business.
Your own website.
Your own email list.
Your own landing pages.
People that build their business SOLELY on Facebook are leaving themselves wide open to being screwed.
Sure, while Facebook is going great – they’re killing it.
But, like any platform that approaches maturity, the effectiveness weans over time.
We want DEFENSIBLE growth, not just wild growth up and wild crashing down.
To be clear – if your ideal customers are on Facebook, then you should be on Facebook.
But – you shouldn’t build your castle on the shifting sands of social media.
Engage and build the relationship on social – then drive them back to your website and/or email list where you can transition them into commercial transactions.
You own your website.
You can back up your email list.
Over time, if you keep adding great content – it will appreciate like a house does in value.
My message to those who have their whole business based on say Facebook and Instagram is:
Keep doing your thing – but get them on your email list, and grow your database.
Make offers to your social media following – create a landing page and offer them a voucher, tips guide, checklist etc – turn likes into leads.
Then turn leads into paying customers through smart, value-driven email marketing.
If you have any questions about making this transition in your business, PM me and happy to help out.
Ray
