You’ve set up your social media, you’re excited about your e-newsletters, and everything has been going really well, for a while, and then followers started to disappear. A lot of the time we focus on how to attract new followers or how to maximise our reach – but what makes a person decide to unfollow?
You’re being too salesy
Listen, we get it, the whole point of setting up that Facebook Business page was so you could sell stuff, but people have ad blockers for a reason, and they don’t like to be bombarded with adverts 24/7.
If every piece of content you’re sharing is littered with calls to action to buy, it could be the reason your customers have started to unfollow. Your audience has simply subscribed to a very specific set of ads, and that gets old real quick. Your content should inspire, engage and/or inform, as well as promote your business.
You’re repeating yourself
It’s long been considered the gospel truth that in order to remember something, you need to see it at least 6,398,475 times, however, it may be that we’re just not giving our followers enough credit. Research by HubSpot suggests that people have the ability to recall 65% of the visual content that they see almost three days later.
With this in mind, it might be worth not posting those same three posts you love and investing in some fresh content. You can always give old posts a new lease of life with hashtags like ‘#ThrowbackThursday’ when it’s relevant to an upcoming event or anniversary. Audiences get bored easily, and if you aren’t offering anything new, they’ll get tired of your message.
You’re not adding any value
Think about the companies you follow online, whether it be on LinkedIn, Facebook, or an email newsletter – why did you follow them in the first place? Grabbing your audience’s attention with offers of discounts and freebies will work in the short term, but it’s just as easy for them to unsubscribe or unfollow if you aren’t offering anything that keeps their interest piqued.
Consider why your audience is interested in your business or your industry, and create content they can relate to and benefit from. For example, companies in the beauty and fashion industries reshare a lot of consumer-generated content from people styling their products in interesting ways. This creates a community within your audience by sharing and developing ideas using your product.
Blogs with tips and advice, responses to industry news and interesting examples of how to use your product/service are all examples of content that add extra value while still promoting your business.
You’re not being personal
The benefit of being a small business or branch is that your service is more personable. Your followers have the benefit of knowing who’s making the decisions and who to expect on the end of the phone. However, if you don’t tell them about the people behind the brand, what differentiates you from a larger corporate company?
The benefits of a ‘Meet the Team’ page on your website have been well-documented; they create a sense of reliability and trust between you and your existing and potential clients and it’s nice to know who’s doing the work! Check out our team.
Why not extend that personal sentiment to your other online platforms by sharing photos of the team at work; tell us about your recent contract win, your team training day, Sharon’s birthday buffet – there’s only so much stock imagery people can stomach, so show them your lovely faces!
If you need help with your social media management, content creation, or anything PR-related – Project Storm can give your business a boost! Get in touch today: 01782 644 456 – firstname.lastname@example.org