Everywhere you turn, it seems there’s a marketing expert pushing you to create more content for social media.
“Do video. Get on Instagram. Start a podcast.”
And while these platforms do serve a purpose, most home services companies look at them the wrong way.
In particular, they assume that the companies that have a large “following” must also have a very successful business. Or at a minimum, are making a hefty profit from their marketing.
That’s not always the case, however. Why?
Because there’s a critical difference between having an audience made up of followers, and audience made up of buyers.
Here’s how you can spot the difference:
✅ An audience wants information – A buyer wants implementation
✅ An audience wants infotainment – A buyer wants their problems fixed
✅ An audience wants to consume – A buyer wants to act
✅ An audience wants their questions answered – Buyers want their answers questioned
✅ An audience wants you to have a big following – A buyer follows your lead
✅ An audience says “Great presentation!” – A buyer says “Great work!”
✅ An audience tells their friends – A buyer tells their colleagues
✅ An audience praises your ideas – A buyer executes on your ideas
✅ An audience says “Thanks!” – A buyer says “Here’s someone you need to talk to.”
And most important:
✅ An audience pays attention – Buyers pay in cash 💰
If in the process of driving buyers and clients into your business, you happen to build an audience…
Awesome. That’s how it should be.
But make no mistake, there are many businesses out there with huge audiences of people who will never EVER spend any money with them.
My advice: Don’t become one of them.
If your focus is on follower count, engagement, or anything that doesn’t involve money exchanging hands between two people for services rendered…
…odds are you’re approaching social media and content marketing the wrong way.
Yes, producing engaging content that moves your “followers” closer to buying something from you (aka content marketing) is necessary.
And doing it can result in building a group of followers (aka an audience).
But if that activity isn’t directly leading to a solid percentage of those people buying something from you…
…well, let’s just say that last I heard, the banks aren’t accepting Likes or Followers.