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, carried out by Resultados Digitais, Marketing World and Rock Content, 94% of Brazilian institutions use digital marketing as their main growth tool, but only a fraction can turn followers into actual consumers
According toSamuel Pereira, positioning specialist, 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, affirms. Data from the consulting firm Gartner indicates that global investments in marketing increased by 6,4% in 2021 to 9,5% in 2022, demonstrating that managers are increasing efforts to attract audiences, but still face challenges in conversion
Meanwhile, to ensure a return on these investments, it is necessary to rely on a strategic plan that includes precise segmentation, production of relevant content and use of automation to guide visitors along their purchasing journey. Having a million followers without engagement is like having a billboard in the middle of the desert. What really matters is to build a base of interested people ready to buy, reinforces Samuel
Digital scalability is not limited to the growth of the number of followers. Involve, above all, attract a qualified audience that engages with the brand and progresses in the buying journey. "Just having an online presence does not guarantee conversion", for this reason, such an approach has become essential in light of the competitiveness on social media, reveals
How to achieve the long-desired conversion
Samuel emphasizes that success in this process depends on three key factors, given that one of them is the positioning. It is about creating a clear and consistent identity on social media. Strategic content also provides real value to the audience, awakening interest and trust. Efficient conversion also occurs through the use of tools like landing pages, email automation and targeted ads to guide followers to purchase, points to the specialist
Companies that want to turn attention into revenue must follow a well-defined roadmap. One of the models developed by the positioning specialist is the "Scale Pattern", which consists of five stages of digital growth
1.AttractionCreate viral and strategic content to expand reach
2.Engagement:Establish a relationship with the audience, encouraging interaction
3.AuthorityPosition oneself as a reference in the area of expertise
4.ConversionImplement direct sales strategies, such as launches and targeted campaigns
5.LoyaltyTransforming 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, the conversion does not happen by chance. "It is necessary to create a system that guides the audience to the purchase in a natural and predictable way", explain
A clear example of this impact comes from cases like Natalia Beauty, what, by investing in positioning and high-frequency content production, managed to grow your digital audience in an accelerated and sustainable way. "It's not just about numbers", more engagement and conversion. The secret to selling more is to build a qualified audience, "position strategically and implement an efficient sales funnel", points
Companies that dominate this process expand their digital presence and turn followers into customers, ensuring sustainable and scalable growth in the online market
