Many companies allocate substantial investments in acquiring followers, betting on converting this audience into revenue. However, neglecting the quality of this audience and its engagement can compromise the strategy’s effectiveness. According to the research Digital Marketing and Sales Maturity in Brazil, conducted by Resultados Digitais, Mundo do Marketing, and Rock Content, 94% of Brazilian institutions use digital marketing as their primary growth tool, but only a fraction manage to turn followers into actual customers.
According to Samuel Pereira, an expert in positioning, digital audience, and founder of SDA holding, attention has become the most valuable asset in the digital world. “Merely accumulating followers, without a clear positioning and a well-structured sales funnel, wastes time and money,” he states. Data from Gartner consulting indicates that global marketing investments increased from 6.4% in 2021 to 9.5% in 2022, showing that managers are intensifying efforts to attract audiences but still face challenges in conversion.
However, to ensure a return on these investments, it is necessary to rely on strategic planning that includes precise segmentation, relevant content production, and automation to guide visitors through their buying journey. “Having a million followers without engagement is like having a billboard in the middle of the desert. What really matters is building a base of interested people ready to buy,” reinforces Samuel.
Digital scalability is not limited to the growth of follower numbers. Above all, it involves attracting a qualified audience that engages with the brand and progresses along the buying journey. “Online presence alone does not guarantee conversion, which is why this approach has become essential given the competitiveness on social media,” he reveals.
How to achieve the much-desired conversion?
Samuel highlights that success in this process depends on three key factors, one of which is positioning. “It’s about creating a clear and consistent identity on social media. Strategic content also delivers real value to the audience, sparking interest and trust. Efficient conversion also happens through tools like landing pages, email automation, and targeted ads to guide followers toward purchase,” the expert points out.
Companies looking to turn attention into revenue must follow a well-defined roadmap. One model developed by the positioning expert is the ‘Scaling Standard,’ which consists of five stages of digital growth:
1.Attraction: Create viral and strategic content to expand reach.
2.Engagement: Build a relationship with the audience, encouraging interaction.
3.Authority: Position yourself as a reference in your niche.
4.Conversion: Implement direct sales strategies, such as launches and targeted campaigns.
5.Retention: Turn buyers into recurring customers, ensuring longevity in the market.
For Samuel, companies without a structured funnel miss valuable opportunities. “In the digital environment, conversion doesn’t happen by chance. It requires creating a system that naturally and predictably guides the audience to purchase,” he explains.
A clear example of this impact comes from cases like Natalia Beauty, which, by investing in positioning and high-frequency content production, managed to grow its digital audience rapidly and sustainably. “It’s not just about numbers but engagement and conversion. The secret to selling more is building a qualified audience, positioning strategically, and implementing an efficient sales funnel,” he notes.
Companies that master this process expand their digital presence and turn followers into customers, ensuring sustainable and scalable growth in the online market.
