The Second Date
While follower-building strategies are important, if you're not following up with follower-to-contact strategies, you're missing out on a lot of pretty great second dates.
When it comes to building digital business, a lot of marketing attention gets spent on talk of building your social following. So we build social engagement plans, we do partnerships and collaborations, we create content calendars, and we try to find new ways to get more followers who will become increasingly invested in our brand over time and potentially turn into customers.
The money is in the list.
Exclusive social contesting: We see giveaways on brands' social pages in our own Facebook and Instagram feeds every day - but more often than not they're used to drive perceived engagement or generate possible new social followers (as an aside: tagging a friend in a post isn't really engagement). This is all well and good, but unless all of your followers are members of your database, a more funnel-focused use of that activity would be to point them to a landing page and convert them into subscribers.
Exclusive social content: If you're active on social, you're presumably creating content in addition to the images being posted - how-to-videos, top ten tips, guides. Often times, brands simply point to this content directly in their posts or bio pages - instead, use a landing page that requires them to provide their email to access your exclusive content.
Exclusive social discounts: The level to which you introduce discount codes, bundles, and flash sales is dependent on your overall marketing strategy, but getting into the habit of offering, for example, a discount code for social followers only (that isn't promoted through your general email list or on your website) can be very powerful for converting followers to contacts. In this case, you may want to consider having something more exciting than your typical first-order-conversion offer, and again: you will need to create a landing page to collect their emails before enabling access to the one-use-per-customer code.
Image props: RawPixel.com.