Why Posting Alone Isn’t Enough
We aren’t the only ones who have noticed what Adrian Pedrin mentioned in their LinkedIn post: “A common misconception in digital marketing is the belief that constant content leads to better engagement, and by extension, better business results.” We are always careful to mention that social media posts don’t guarantee ROI, but even consistent, quality content will not guarantee any improvement on your engagement rates or follower count. The reason we still recommend having an organic social media strategy is because 1 in 3 consumers use social media to discover new products and brands, and 1 in 4 use social media to actually purchase those products. If you don’t have any sort of social media presence, you’re missing out on the chance for those consumers to interact with you. The first step to making your content visible though is to grow your following!
Think of your social media account like a storefront on a quiet street. The window display might be beautiful, but if nobody knows the shop exists, they’re not going to walk in. Social media platforms, especially ones like LinkedIn and Facebook, operate similarly. While hashtags and shares can bring in some organic traffic, the reality is most people won’t stumble upon your account on their own. That’s where you come in! Building a social media following involves actively promoting your account in real life. You can’t just rely on the platform’s algorithm to magically bring people your way. As Adrian also says, “the algorithm is NOT your friend.” If you want followers, you’ve got to go out and ask for them - literally!
Why You Should Ask People to Follow You IRL
People are more likely to follow you if they feel a personal connection or are directly invited to do so. Asking for a follow face-to-face creates that personal bond. Whether you’re at an event, meeting with clients, or simply talking with your customers, inviting them to connect with you on social media can lead to more engaged, long-term followers.
Real-life interactions also lend credibility. When you ask someone to follow your account in person, it feels more authentic than a pop-up notification or a generic “Follow us!” message at the end of a post. It shows you genuinely want to stay connected and provides an opportunity for people to ask questions or learn more about your content.
Strategies to Grow Your Following Off Social Media
The sad reality is that your social media strategy alone will not grow your audience, especially if your follower count is on the smaller side. You have to do some work, on or offline, to get results. Here are some ideas for you to try:
- Networking Events & Business Cards. Make sure to include your social media handle on your business cards! Networking events, conferences, and workshops are prime opportunities to grow your following. Hand out business cards with your Facebook, Instagram, or LinkedIn info, and mention that you post valuable content related to your industry.
- Incorporate Social Media into Your Packaging. If you sell physical products, use the opportunity to promote your social media. Include a note in the packaging encouraging customers to follow you for tips, behind-the-scenes looks, or special offers. If you sell services or digital products, include this note on your invoice or receipt! Either way is a simple yet effective way to turn a one-time buyer into a long-term follower.
- Signage at Your Business. If you have a physical location, place signs near the register or door asking customers to follow you online. Use phrases like, “stay connected for exclusive deals,” or, “follow us for our latest updates and promotions,” to give people a reason to take that step.
- Use Email Marketing. Include social media links in your email signature to give every person you email a reminder to follow you. You can also include this in your newsletters! Your email subscribers are already engaged with your brand, making them more likely to want to follow you on social media as well.
- Leverage Events and Workshops. If you host or participate in any events or workshops, take the opportunity to remind attendees to follow your social media accounts. Make it part of your closing remarks, or even incentivize the follow-up with a giveaway or freebie for those who show they’ve followed you on the spot.
- Incentivize Word of Mouth. Encourage your existing followers or customers to tell their friends to follow your account. This can be done through loyalty programs, where referrals earn rewards, or contests where tagging friends in your posts unlocks a discount or prize. Word of mouth is incredibly powerful - especially when coming from trusted sources.
- Offer Exclusive Discounts for Followers. Mention in-store or at checkout that people who follow your social media accounts will gain access to exclusive discounts, promotions, or behind-the-scenes content. People love deals, and the idea of getting something “extra” just by following can be a strong motivator.
- Collaborate with Local Businesses. Collaborating with local businesses can introduce your account to a whole new audience. Whether it’s a co-hosted event, a special shout-out, or a partnership, cross-promotion is an effective way to extend your reach to real-world communities that align with your target audience.
Growing your social media following takes more than just posting great content. It’s about actively driving traffic to your accounts - both online and offline. By tapping into real-world opportunities, you can create a deeper connection with your audience and build a more engaged and loyal following. So, next time you’re at an event, chatting with a client, or even just shipping out an order, remember to ask: “Are you following us on social?”
If you’re looking for more tips and tricks to grow your social following, we have a resource for you! Our free worksheet, How to Grow Your Social Following, includes a checklist with one-time actions you can take as well as a list of ongoing strategies you can implement. Click here to get your worksheet! And if you need help with your strategy outside of a worksheet, we offer consultations to make sure we’re building the right plan for your and your business. Whether you need advice or someone to take care of your marketing for you, click here to schedule a consultation and we’ll help you get started.
