Why numbers don’t matter
Here’s the deal:
A lot of ‘experts’ out there will tell you that in order to be successful online, you need to build your following. That numbers matter.
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I am here to tell you they don’t.
The number of Instagram followers you have won’t make you a dime. If they aren’t your target market. And if they aren’t engaged.
The number of Facebook likes you have won’t bring you any new business—if they aren’t your target market (nor will they easily make you any money, given Zuckerberg claims only 1-3% of your followers will even see your organic posts.)
Facebook likes are a kiss in the wind.
Just as the Pinterest monthly viewers are.
I run a 6-figure+ successful business. I have all of 1500ish followers on Instagram. Including my kids. What does that tell you?
You can have a successful business without big numbers.
When clients ask me if they should ‘Should I buy a sponsored email with xxx company? Their list is 85K!’
Ok?? What is their average open rate? What is their average click-through rate? What type of conversions have other companies seen by investing in their list?
Another client asks, “I found xxx on YouTube. She has over 200K followers! I think we should reach out to her with an ambassador opportunity!”
Ok?? Ummmm….. does she even remotely match your customer avatar? Are other brands seeing results by working with her or is she just another pretty face on the interwebs with big numbers?
Numbers don’t matter, y’all.
Engagement matters. Results matter more.
The smallest list with the highest engagement rate can give you the biggest results. Remember that.
Before you invest in another sponsored email, consider the potential reach you can get with social ads for the same—and probably less—amount of money.
Instead of paying one-time fee for a one-time email, consider investing in social ads where you get to target the specific audience and where you have control over tweaking your efforts and directly impacting your results. Rather than a one-time show to someone else’s email list.
I’m not all anti-sponsored-emails. Here’s one example where I think you should spend the money. [link to article about Why you should spend all of your money with a convention or event]
Where you should invest in your business
- Start where you are. Where do the majority of your sales come from currently? Where have the last handful of sales you’ve made originated? Invest more there first. You know it’s working. Grow it.
- Facebook ads. I can’t put into words the success rates I have had—and seen—with Facebook ads. Pinterest ads, a close 2nd. But Facebook ads are where it’s at. But it’s not all easy as a Sunday morning, y’all. There is strategy. There are techniques. It’s a game, just like the organic Facebook algorithm itself. Learn to play it. Or [let us play it for you.]
- Email marketing. If you aren’t engaging with your list, you will lose them. They will have already purchased elsewhere, or decided they really didn’t want/need what you were offering to begin with. They will forget who you are and where you came from—and worse yet—will mark your email as spam. Ya’ don’t want that. Neither does your domain. [email marketing tips]
- Pinterest. There isn’t a client I work with that doesn’t get results on Pinterest. (See all those double negatives? My momma is cringing.) Let me rephrase that—all of my clients see results from Pinterest. Pinterest isn’t just for craft ideas and recipes. It’s where people are searching home remodel ideas (hello, realtors!). It’s where the homeschool mom is searching curriculum for next year or even an activity for today (hello, publishing companies!). It’s where women and men are searching for new haircuts or ways to tame the heat-caused-frizz (hello, stylists!). Playing the Pinterest game can easily change the trajectory of your business. Play it.