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DON’T DO IT
If you don’t get at least 1 spam solicitation a week for purchased followers via your social media accounts or via email, consider yourself lucky. Scam artists are always looking for the inexperienced social media marketer to make their money. You already know that “if it sounds too good to be true, it probably is,” and profile scammers would be extinct, but, as long as there are buyers, there will be takers. Inexperienced social media clients often ask if they should buy followers because their established competitor has thousands.
Insights tell all
You may not have access to your competitors insights and analytics, but you can judge a book by its cover in this instance. Start following your competitors and note whether their posts, tweets, and photos garner engagement. Isn’t it interesting how an account with thousands of followers often gets disproportionately few likes, retweets, reposts, shares, or comments?
There are 2 main reasons for that; 1) they are lousy at posting, but more likely, 2) they have a base of artifically acquired followers irrelevant to their business. Those so-called followers are not responding or even noticing the posts – that is, if they even exist in real life! So while the competitor may tout a huge fan base, their success is shallowly based only in that number, not in results.
Quantity vs. Quality
Gone are the days when quantity was critical to the perception of a successful social media account. Landing pages (no longer permitted) were created as tools requiring a “like” before entry for contests, deals, yadayada, to acquire new followers – and lots of them. Slowly, it became very evident that many new followers became fans just for the freebie or perk – the attraction being the giveaway and not your goods and services. Unlikes followed or your business simply ignored.
Marketing is marketing whether on or offline. Ever had an event for your brick and mortar focused on giveaways and contests? The results? You probably got enough warm leads with real sales to cover the cost of the event and little more. If you aren’t attracting the right prospects with any method of marketing, you lose.
That’s not to say a big marketing campaign can’t be fruitful, but new and inexperienced small business owners often do not use proven tracking methods for an accurate ROI of their market spend. Year after year they spend on repeat “perceived” successful events without knowing the reality to make revisions for real success. Again, they can talk about how many people attended the event, but inquire about results and you may get an ambiguous reply.
Retention or Acquisition?
Social media business account holders are becoming savvy to the reach of a quality following because they learn that retention, more than acquisition, is the best way to keep and grow business. If you follow a successful formula in your business, you will get referrals.
Customers with needs/desires that match your goods/services
+ Excellence in Customer Service
Remember: Buying followers and contacts is as effective as inviting a whole community of strangers to your party – most come for the free food and leave without even remembering your name. Invite specifically those to your “marketing party” who can benefit from your products and services, then wow them with your service. They’ll not only remember your name, they’ll refer you to others.