One of the reasons I decided to create this Newsletter is because I wanted to create a comfortable space, a place where we could talk without limitations, not focusing on the niche, but only on what interests us.
And one topic I've always found super interesting is how to care for your audience and how to make that audience enable you to live off your passion.
This post you're about to consume is an excerpt from the book I'm writing titled "How I closed a €10,000 project with only 10K followers on Instagram at 20 years old". And in one of the episodes, we discuss how to turn your audience into potential clients. Not to maximize profit from them, but to be able to live off your audience so you can continue providing them with the utmost value.
If you're interested in reading this book, you can pre-order it now and save 50%. https://espinosa.gumroad.com/l/client-projects
Without further ado, let's dive in.
In previous episodes, we've explored how to build a committed audience and how to create valuable content that resonates with them. Now, it's time to take those connections a step further and turn your followers into potential clients. But before we delve into conversion strategies.
Your Followers' Perspective
When you look at your audience, don't just see them as numbers on a screen. Each follower is an individual with their own aspirations and challenges.
Some might be at the beginning stages of their journey as designers, while others could be seasoned designers or individuals who might need your services in the future, even if they don't know it yet.
Many could be like you when you were just starting out.
Value over Identity
It's essential to understand that your followers follow you not necessarily for who you are but for the value they can get from you.
Whether they're seeking inspiration, knowledge, or solutions, your content must be relevant and meaningful to them.
Over time this might change, and they might follow you for who you are, regardless of what you do.
Strategies to Convert Followers into Potential Clients
Build Genuine Relationships
Trust is the foundation of any business relationship. You have to earn their trust, convincing them that their time is worth investing in your content.
Engage authentically with your followers, respond to their comments and messages, and show a genuine interest in their needs and challenges.
One of the comments I receive most from my audience is, "I wasn't expecting such a long reply."
They often write to me without even expecting a response.
If they send something without hoping for a reply and you return with a lengthy message, they'll feel special because you've taken time out of your day to respond in-depth.
Show interest and care for your audience.
*Translation*: "First of all, thank you for responding again. I find it incredible and it speaks highly of you, the amazing answer you've given to a random person who contacted you, in this case by email. I've reached out to more people, because of the idea of getting close or joining those who are where you want to be, and I usually get no response or a very brief one (mind you! they have no obligation to reply), but the fact that you took all this time to respond has already been worth it.”
Offer Relevant Solutions
Providing pertinent solutions is at the heart of effectively converting followers into potential clients.
To achieve this, it's vital to deeply understand your audience and recognize their specific needs and challenges.
It's not just about creating content for content's sake but addressing the genuine challenges your followers face daily as designers or entrepreneurs.
The key lies in empathy and active listening.
Take the time to research and truly understand your audience.
This involves not just knowing their aspirations and goals but also identifying the challenges they face on their journey to success.
What questions are they continually asking?
In what areas do they struggle or feel uncertain?
You can discover this by posting questions on your social media platforms. Sometimes I do Q&As on Instagram, Twitter, etc.
Once you've pinpointed these problem areas, your goal is to provide practical and applicable solutions.
This means producing content that not only inspires but also equips your followers with the necessary tools and knowledge to overcome these challenges.
Imagine you're an interior designer and have found that many of your followers struggle with choosing colors for their spaces.
Instead of just posting photos of inspiring designs, you decide to delve deeper into color theories, provide practical color-matching tips, and offer concrete examples of color palettes for different settings.
This not only showcases your expertise in the field but also directly addresses a real need of your audience.
This not only helps you establish yourself as an authority in your niche but also builds a deeper, more meaningful connection with your followers.
You not only increase the chances of conversion but also strengthen audience loyalty, laying a solid foundation for future business relationships.
Consider that people are guided by trust.
If someone conveys trust, we'll invest our money in them; otherwise, we won't.
Uncertainty is our significant adversary.
Call to Action
Use effective calls to action in your content to guide your followers to the next step. This might be subscribing to your mailing list, downloading a free resource, or contacting you directly.
Ensure you don't mix CTAs; don't ask for too much at once, and vary your CTAs, asking for a like sometimes, a subscription at other times, but don't overwhelm your audience.
A great idea is to create your Newsletter, and gradually offer paid alternatives. We'll delve deeper into this in Chapter 05: Create a Newsletter.
Value-driven Content
Sharing valuable content goes beyond making a good first impression or achieving an initial conversion.
It's a long-term commitment that solidifies your position as a trusted resource in your field.
The current market is dynamic, and your audience's needs are constantly changing.
By regularly providing fresh and relevant information, you show that you're up-to-date with trends and are willing to adapt to keep offering solutions that matter.
Commitment isn't just about producing vast amounts of content but ensuring it has a positive and practical impact.
By offering tangible solutions, actionable tips, and innovative perspectives, you establish your brand as a continuous source of value.
It's crucial to keep communicating with your audience and remain responsive to their feedback.
Listening allows you to evolve alongside your audience, ensuring you're always offering what they truly need. Eventually you’ll realize that what they need is exactly what you needed when you started.
Consistency
Maintaining a consistent presence is pivotal.
Imagine having an appointment with someone and they constantly reschedule or don't show up.
Your trust in that person would diminish rapidly.
The same principle applies online.
Ensure you have a posting schedule and stick to it. If your audience expects new content every Wednesday, make sure they get it.
Closing Thoughts
Every relationship, whether it's with a family member, friend, or follower, requires effort and commitment. They have to feel you’re someone worth following. That they count on you, and your content.
That they can rely on what you have to say.
Your relationship with your followers is no exception.
And remember, it's not just about numbers. Even with a smaller audience, if you build deep connections and truly understand their needs, you can achieve remarkable success.