Social Media & Your Business: Do Followers Equate Clients & Contracts?

There’s no debating: when it comes to marketing your business, social media is an essential tool in your arsenal for success. We know that social media is one of the fastest ways to establish your digital voice and build rapport. We also know that the platforms you use are just as important as the types and variety of content you post. In this fast-paced digital world, engagement is king and attention spans are short. But while we understand the power of social media and may have cracked the code to gaining likes and followers, there’s one component that will always remain variable: the conversion of social media engagement to leads, clients and contracts. Given the amount of time, effort and resources that are invested into developing a social media presence, businesses want to see measurable results. When efforts don’t directly lead to an influx of clients or an increase in sales, marketers, entrepreneurs and aspiring influencers alike are left to bridge the gap between what appear to be successful social media campaigns and a lack of response. Does a strong social media presence automatically equal sales? The answer can be as confusing as Instagram’s ever-changing algorithm.

While your social media platforms serve as a means of connection to current and potential clients, it in no way promises leads. In fact, if you believe that developing a large following or posting around the clock alone guarantees successful social media marketing, I’d caution you otherwise. Gone are the days when hashtags led to views; algorithms and engagement dictate who sees your content and when.  Social media platforms understand the value of the exposure they provide and are increasingly finding ways to monetize your audience through paid promo. Even with the solid exposure that paid social media advertising affords, call-to-actions only bring the horse to water. How do you make them drink?

There’s no one size fits all approach or magic trick to successful social media marketing, but there are things you can do to maximize your effect. Since platforms are taking more control of the flow of content and exposure, it’s important that you make your interactions count. Think of these platforms as a way to get your foot in the door and introduce your brand, business, or mission to the masses. By using a combination of thoughtfully curated content, engaging in authentic exchanges with your audience, and exercising patience, you can create a community and position your business for growth.

Social media followers do not automatically equate to clients or sales; there’s no way around it. However, when used effectively, what social media offers proves to be far more valuable. While your follower count may not directly lead to sales, social media affords you the ability to grow your business, build relationships, and create connections with others no matter the location. Your platform serves as the foundation to building a community that sees you as an indispensable resource and offers unlimited opportunities for growth.