InkLesson: The Difference between Followers and Customers

Dear Pennies & Pens,

I’ve got some news for my fellow creative entrepreneurs. There’s a difference between your followers and customers. Welcome to InkLesson: The Difference between Followers and Customers.

Okay so for the past few years since starting 8515 + ISLP, I’ve been driving myself crazy posting on social media to promote the businesses. But I’ve finally realized that followers and customers are not one in the same.

How 8515 Gets Clients + How ISLP Gets Customers

Every client that 8515 has ever worked with we met in person at an event or they were referred to us by someone else. And every customer of ISLP, we also met in person at an event prior to them making a purchase. There’s only been 1-2 people who purchased one of our products after discovering us on social media.

And yet, my personal @LoudPen Instagram account has almost 900 followers, @8515Agency has over 600 followers, and @ISLPDTX has over 200 followers, even my consisently inconsistent account @PenniesandPens has about 50 followers. And yet none of these people are regularly buying ISLP’s products and less than 10 of these people have attended 8515’s events.

Why Followers Don’t Buy

So let’s talk about why that is. As far as 8515, it makes perfect sense why we don’t convert followers into clients or event attendees. No one is hiring their Publicist or Event Planner because of what they posted on da gram. Clients want to know that you have the skills and knowledge to promote their business so the amount followers you have and likes you get is taken into consideration but at the end of the day, they care about what you can do for them.

With ISLP, we’re currently selling books and travel guides…last time I checked when someone is looking for a new book to read or a travel guide on a place they are thinking of visiting, they don’t log onto Facebook. Instead they go to Amazon, a bookstore or search on Google for books and travel guides. So why would I spend hours and hours driving myself crazy promoting our products on social media when that’s not where my customers are?! Lol #inkbackwards.

It should also be noted that location matters. For both ISLP + 8515, the majority of our followers aren’t in Dallas and Baltimore where the companies are based. So even though, 8515 works with clients from everywhere it’s unrealistic to think a social media follower will become a client. Same thing with ISLP, we only ship to customers in the US because until we grow, international shipping is too expensive. So again since our followers aren’t located where we are, the conversion rates remain low.

One last thing, the fact is people get on social media to mindlessly scroll and check up on what their friends and family are doing. Yes, they follow brands and creatives but that isn’t the reason they log into Instagram. No one checked Instagram to see what Target posted last. But their BFF from college they haven’t seen in awhile?! Oh yes that’s the post they got onto da book to see.

Always, always, always keep this in mind when posting on social media to promote your business and brand. Trust I am not just advising you, I am reminding myself of this. I am so passionate about seeing ISLP + 8515 become successful and profitable that I forget that sad truth is people just don’t fuckin care.

Social Media Mooches

Another thing, I’ve realized about social media followers is that most are mooches who will never buy anything from you. I wrote about this in my new book, The Loudest Pen Ever. The sad part about social media is, it has become a source of free entertainment and people are taking full advantage. It’s even making people feel entitled to content that they never even paid for.

Prime example, if I don’t go live on Instagram or post on my accounts, people will follow up with me and ask why. For the longest, I felt bad and would apologize for the incosistency. But the fact of the matter is, my followers are not paying me to create and post content. And now that I’ve realized that, I’m not going to apologize if I don’t post.

Why Posting on Social Media is Still Necessary

The ultimate catch-22 is that in spite of this, it is still important to post on social media consistently and engage with your followers. The reason why is because social media influence is important because sadly, people think you’re more important or successful when you have a high follower count and engagement.

Also, some of your followers will become customers so it’s crucial to let them know where they can buy your products. Furthermore, you want potential customers and clients to feel like your business is already successful. Have your ever visited a website and were reluctant to buy a product from that company because it had no reviews? Whether reviews are good or bad, it shows a potential customer that people have bought your product and shared their thoughts on it. So with social media, it’s the same. Your followers are more likely to buy if they see you have high engagement rates.

But the main lesson that you need to understand is that followers and customers are not the same. If you don’t believe me think of your own favorite brand…like one that you geniunely spend money with regularly…can you honestly say that you follow them and like their social media posts? My favorite brand is Kroger, it’s my favorite grocery store of all time. But I don’t follow them because I have no need to. I know what Kroger sells. So what’s the point?

Conclusion

I wrote this post because for years, I have been posting on social media praying, hoping and wishing that my followers will buy from my businesses. I have wasted my time, talents and energy and I want to stop you from doing the same.

Now, I will say that there are some businesses who do convert sales from social media. It honestly, depends on the nature of the business. So understand, that I am sharing my thoughts and experiences. That’s it for today’s InkLesson. Share your inkthoughts in the comments.

And there it is. de la Pen…All Pen Everything. With us, keeping it real never goes wrong.