Why Can't I Convert Followers Into Sales?

Of course we want to gain followers on social media for our brands, but ideally, we want to go beyond that as well. While it's amazing to have other goals beyond sales with your socials, one of your end goals is most likely to boost your profit. Social media marketing is just that, a marketing effort. It should become an asset to pull in some of your most loyal customers and should be a key profit turner for your business.

We know that it's anything but easy to dance on the line between selling and spamming. Sales can be a difficult thing to cultivate because it takes some time and thought. Social media audiences aren't there to be sold on a million different products and services, they are there to learn, to be entertained, and create connections, so it makes our jobs as social media marketers more challenging. If you're stuck in a sales rut, try asking yourself some of these questions to turn your followers into $!

1.) Do you share enough quality content so your followers get to know, like, and trust you?

It's important to find the sweet spot with posting. An unpopular opinion is that you actually do not need to post content everyday to gain more of a following. You have to evaluate what works best for your brand and audience and be there. Don't post content just to post content, make sure your content is valuable and drives your followers to get to know your brand and trust it.

2) Do you share consistently on social media?

Do you know that friend that goes on a vacation and posts everyday, and then their Instagram is quiet for the rest of the year? Don't be that friend. Consistency is always key! Your followers should know when to expect you and what to expect from you. This is where your content strategy should really help you out!

3.) Are you clear about what you sell and do you tell people how to purchase from you?

Clear. Communication. Drives. Sales. I mean, think about it in a consumer perspective, we wouldn't buy something that we don't understand, and why should we? Although, the hardest pill to swallow is that sometimes what seems clear to us, might not be clear to everyone else. You will probably have to do some trial and error with this! If you have a friend or family member that isn't as familiar with the brand, try to do a user test with your message to see if others will interpret in the same way. Focus on what your product/service can do, why your followers should purchase from you, and how they can follow through with the purchase, and your audience will have a clear vision of your brand.

4.) Do you engage and build relationships with your audience?

It's not enough to just show up on social media anymore. Perhaps one of the most important ways to bridge the gap between new follower and paying customer is to start engaging with them and forming a relationship. Not only is this an essential way to build a community and boost your overall page engagement, that will also likely turn into sales. Would you rather purchase the same product/service from a friend or from a stranger? It could be what sets you and your competitor apart!

5.) Are you selling in the DMs?

This is a trick question! DMs are simply not for cold pitching and selling. It's one of the best outlets to connect with others and continue to build the relationships on a one-on-one level, and sales can follow from there. It's about striking up conversations and striving to get to know them on a personal level, so you can learn more about them and their pain points. Don't go in with scripted responses - be real, be human, and be genuine. Start by using their first name, ask them questions, don't be pushy, listen to them, and step in with how you can be of help to them or let them know alternatives!

If you're struggling to get the conversation started, we have more insight on our Building a Social Savvy Brand course!