The Difference Between an Audience Member and an Actual Lead
You are probably all too aware that not every follower you have on social media is an actual lead or even a prospective dream client.
But when you show up on social media as if you are only speaking to your actual dream clients, you’ll strengthen your relationship with the right people and repel all the rest, and that’s exactly what you want to do, so you stand out.
Today’s episode will help you identify the key differences of an audience member and a lead, and how to grab the attention of the right people who may eventually want to become a client or join one of your courses or online programs.
In this episode you’ll discover:
- The main differences between an audience member vs. a lead and which one has the most potential to fill your programs with paying clients
- 4 ways to transform your social media followers into leads and paying clients without wasting your time on the people that won’t ever invest in your program
- How a customer journey works in your business and why having one running behind the scenes that nurtures your email list subscribers is the automation you’ve been looking for to make more sales
Tune in to find out what you can easily implement to start turning more followers into leads and paying clients.
Let’s start with the definition of an audience member. Think of this person as someone that is following you on social media, (Facebook, Instagram, YouTube), but has not yet moved ahead in the customer journey to become an email subscriber.
An audience member follows you on social media, likes your content, occasionally interacts with you in DM’s, has not shown any interest in working with you, and more than likely does not have the money to invest in your paid program. They love free content, can be critical and judgmental, and is often louder than your ideal client followers.
On the other hand, an actual lead is someone that has taken the step to become a registered subscriber on your email list, they look forward to and regularly open your emails, get excited when you open your programs and make offers, knows-likes-trusts you, and has money to invest in your paid programs. On social media they can be super chatty or very quiet, while they study everything you put out.
Social media is definitely a great place to get new leads/email subscribers but just because they follow you does not make them ready to say yes to your paid program. It is just one step in their customer journey with you. We’ll talk more in a few minutes about what to do next to move them even further through the customer journey with you but for a minute let’s talk about getting you more ideal client leads.
Here are 4 ways to transform your social media followers into leads and paying clients
1. Be loyal to your social media followers
This means that you show up consistently on social media with helpful and valuable content. Create a posting schedule that you can stick to and that your followers can rely on is part of the loyalty process. As they begin to think about taking the next step with you, the consistency you show on social media will go a long way in moving them to become an actual lead.
2. Make your followers feel unique
There are some very easy ways to do this. First, call them out on new social posts. I’m sure you’ve seen this done many times on Instagram stories when someone will repost something from their DM’s. Another example is how we do this often here on the podcast when we read questions from our Facebook groups and dedicate an entire episode to answering their question. That makes our followers feel special and unique.
3. Provide excellent customer service on social media
While the people following you on social media aren’t yet an actual lead or paying customer, it’s still important to make them feel taken care of. Many potential customers like to reach out to a business on social first. By quickly responding to answer their questions you will set yourself apart from your competition as someone that helps them get answers and results.
4. Examine your performance on each social media platform
Examine each social media platform to pinpoint where your ideal clients are actively consuming and engaging with your content. Use the analytics dashboard to see how your content is performing across channels. All social sites have a reporting dashboard where you will see how your social media followers interact with your posts. This is a great measuring tool for what’s working and what isn’t. In fact, we dedicated an entire episode to this a little while ago. It’s episode 273 – Are your Facebook Analytics Accurate & How to Verify Your Results.
Now let’s briefly discuss the importance of nurturing your email subscribers as the most important method of moving them even further along the customer journey with you into your paid program. Remember an email subscriber is a lead and they are closer to becoming clients than a social media follower is.
The conversations you’ll have with your email list will be much more client/topic specific than what you post on social. It’s also a great place to brag about client successes, what’s new behind-the-scenes in your business and programs, and your own personal health journey.
Having a pre-planned customer journey is a guaranteed way to turn more leads into sales. That means turning your very warmed up email subscribers into paying clients.
In fact, planning a customer journey is one of our most popular lessons inside the Wellness Business Accelerator. It’s called: Planning Your Customer Journey to Turn More Leads into Sales
You can purchase this lesson as a standalone training for less than $100.
In that lesson we’ll teach you how to create a customer journey (sales funnel) for your dream clients which is incredibly important and offers valuable insight into the approach that you can take with your ideal audience. This is how someone is introduced to you, how you can nurture the relationship that they have with you and by mapping out a customer journey you are designing a master plan that gets them from first becoming an email subscriber to being enrolled in one of your programs as a paying client.
You can get all the details for this lesson by going to wellnessbusinessaccelerator.com.
We recommend that you take the time to check it out because all of the successful coaches we know that are filling their programs have a customer journey mapped out and in place in their business that is nurturing their email subscribers behind the scenes helping them get ready to become a paying client.
Of the 4 strategies we shared, which one can you start with for now?