If you’re struggling to convert followers into loyal customers, don’t worry, you’re not alone! Many of my clients say they struggle to grow their following and when they do, they find it hard to convert followers into people who want to buy from them.

First up, stop trying! If you’re constantly trying to sell your services or products, people will run a mile. They do not want to be sold to. Just ask yourself, what kind of people do you follow and why do you follow them? Is it because they sell their services to you? Or is it because they make you feel something: happy, motivated, inspired?

Before you consider the type of content you want to share, let’s talk business strategy. This is the first thing I do with any client.

What’s the objective?

Know your business objectives and make sure your social media is aligned with these. This is all about knowing where you’re going and how you’re going to get there.

Have a sales funnel

You may have heard this term before and yes it can be over used, but it does have a place in your strategy. So, what’s a sales funnel? This is a really simple marketing concept that maps out the journey your customer goes through when making any kind of purchase.

Where are they finding you and your business? What information are you providing them about the solutions you are offering? How can they become a paying customer? Are you focusing on retention? These are all things to consider.


Tell them what to do

CTA – have a call to action on your posts. It’s all very well putting together meaningful content that educates and informs your audience but if they don’t know what to do with that information you’re missing a real trick! E.g. “click on the link in our bio for a full list of our services” or “sign up to our newsletter now for more tips and tricks”.


Think long-term 

It will take you a while to convert followers into clients. Social media is a long game. Its about building a level of trust between you and your audience. This won’t happen over night, just like any relationship, it takes time so be patient. Focus on your speciality, pick no more than three topics to talk about across your platforms and be consistent.

Make sure you’ve nailed your posting strategy, whether it’s once a day or three times a week, post consistently and try to post often, the algorithm will love you for it!

Important: The algorithm will boost your content if it is seen to be popular with your audience. This tends to be quality content that evokes emotion so don’t post for the sake of it and when you do post, make it meaningful.

Be human

People buy into people, not things. Human brand builder and founder of Brandable & Co, Sallee Poinsette Nash says “Being human is a competitive advantage”. When it comes to your content strategy you need to consider how you want your business to be received by your audience. What do you want them to know about? Do you want them to know the person behind the brand? How are you bringing your own personality into your content strategy? I repeat; people buy into people!

How do you want your audience to feel when they see or read your content? Empowered? Inspired? Motivated? Happy? Excited? This is how you are going to really draw your audience in and convert them into loyal followers, and eventually paying customers.

Respect your followers, treat them like you would a close friend, what would you like to say to them? How do you want to make them feel? How will you respond to them when they message you? This is all important stuff you need to figure out so that you can put together an effective content and social media strategy.

Important: Don’t worry if you lose followers. So many of my clients get disheartened when people unfollow them, but if you’re bing true to yourself, your business values and you’re showing up in a way that feels authentic to you, the followers will come. And they will be the right ones for you and your business. 

Value Value Value

Yes, you’re posting on social media to communicate with and attract more potential customers, but try to flip it around and consider what value can you be providing your audience. What can you do so they continue to follow you and eventually convert into paying customers?

This ties in with the sales funnel and long-term game mentality, by providing value you’re creating an awareness around your business and brand, you’re building trust and you’re empowering your audience.

Round up 

Here’s a few things to remember:

  • Specialise – focus on your expertise and try not to be too much of a generalist. This will not only mean you’ll be known for your expert subject but the algorithm will love you and most likely boost your position on people’s feed.
  • Be personal – evoke emotion with your followers, be relatable and show them your human side.
  • Educate – empower your followers with knowledge and insights. The more they can learn from you the more they’ll learn to trust you.
  • Engage – socialise with you followers, speak with them, ask them questions and listen to what they tell you.
  • Be consistent – show up often and be consistent in the type of content you post. Pick three topics and focus on those.

Remember, the more value you can offer them the more they’ll value you in return. As you build real relationships with your audience over time, they WILL eventually become paying customers.

If you ever get stuck, just ask yourself what you would want from a business before you parted with your money? You got this.

For more tips on social media read:

Social media 101

How to get the most out of your social media

If you’d like to know more or fancy a chat to go through some of your own pain points when it comes to your social media strategy, let me know. I offer a free exploratory call to see how I may be able to help!

Lara Sheldrake

About the author

Lara Sheldrake is a Social Media Strategist and founder at Found & Flourish. Lara writes and speaks on the topics of entrepreneurship, motherhood and social media for business. Send Lara an email. You can also find her on Instagram @Lara_Sheldrake or Twitter @Lara_Sheldrake.