Many companies allocate substantial investments in acquiring followers, betting on converting this audience into revenue. However, neglecting the quality of this audience and their engagement can compromise the effectiveness of the strategy. According to the researchMaturity of Digital Marketing and Sales in Brazil, conducted by Resultados Digitais, Mundo do Marketing, and Rock Content, 94% of Brazilian institutions use digital marketing as their main growth tool, but only a fraction manage to turn followers into actual consumers.
According toSamuel Pereira, specialist in positioning, digital audience, and founder ofSDAHolding, attention has become the greatest asset of the digital world. "Just accumulating followers without a clear positioning and a well-structured sales funnel wastes time and money," he/she/they states. Gartner consulting data indicates that global marketing investments increased from 6.4% in 2021 to 9.5% in 2022, demonstrating that managers are expanding efforts to attract audiences but still face challenges in conversion.
Meanwhile, to ensure a return on these investments, it is necessary to have a strategic plan that includes precise segmentation, relevant content production, and the use of automation to guide visitors throughout 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 who are ready to buy," emphasizes Samuel.
Digital scalability is not limited to the growth of the number of followers. It mainly involves attracting a qualified audience that engages with the brand and advances in the purchasing journey. "Online presence alone does not guarantee conversion; for this reason, such an approach has become essential in the face of competitiveness on social media," it reveals.
How to achieve the long-awaited conversion?
Samuel emphasizes that success in this process depends on three key factors, one of which is positioning. It is about creating a clear and consistent identity on social media. Strategic content also provides real value to the audience, sparking interest and trust. Efficient conversion also occurs through the use of tools such as landing pages, email automation, and targeted ads to guide followers toward the purchase, points out the expert.
Companies that want to turn attention into revenue must follow a well-defined script. One of the models developed by the positioning specialist is the "Scale Standard," which consists of five stages of digital growth:
1. Attraction:Create viral and strategic content to expand reach.
2. Engagement:Establish 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. Loyalty:Transform buyers into repeat customers, ensuring longevity in the market.
For Samuel, companies that do not follow a structured funnel lose valuable opportunities. "In the digital environment, conversion does not happen by chance. It is necessary to create a system that guides the audience to purchase in a natural and predictable way," 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 about engagement and conversion. The secret to selling more is to build a qualified audience, position yourself strategically, and implement an efficient sales funnel," he points out.
Companies that master this process expand their digital presence and turn followers into customers, ensuring sustainable and scalable growth in the online market.
