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 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 the main growth tool, but only a fraction can convert followers into actual consumers.
According to Samuel Pereira, a specialist in positioning, digital audience, and founder of SDA holding, attention has become the greatest asset in the digital world. “Just accumulating followers, without a clear positioning and well-structured sales funnel, wastes time and money,” he states. Data from the consultancy Gartner indicate that global marketing investments increased from 6.4% in 2021 to 9.5% in 2022, showing that managers are intensifying efforts to attract an audience but still face challenges in conversion.
However, to ensure a return on these investments, it is necessary to have a strategic plan that includes precise segmentation, production of relevant content, and the use of 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,” emphasizes Samuel.
Digital scalability is not limited to the growth of followers. It involves, above all, attracting a qualified audience that engages with the brand and moves forward in the buying journey. “Presence online alone does not guarantee conversion, for this reason, such an approach has become essential in the face of competitiveness on social networks,” reveals.
How to achieve the coveted conversion?
Samuel emphasizes that success in this process depends on three key factors, one of them being positioning. “It is about creating a clear and consistent identity on social networks. 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 to purchase,” points out the specialist.
Companies that want to turn attention into revenue must follow a well-defined script. One of the models developed by the positioning expert is the “Scale Pattern”, which consists of five stages of digital growth:
1.Attraction: Creating viral and strategic content to expand reach.
2.Engagement: Establishing a relationship with the audience, encouraging interaction.
3.Authority: Positioning yourself as a reference in the niche of operation.
4.Conversion: Implementing direct selling strategies, such as launches and targeted campaigns.
5.Retention: Turning 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 naturally and predictably,” he explains.
A clear example of this impact comes from cases like Natalia Beauty, which, by investing in positioning and producing high-frequency content, 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, strategically position yourself, and implement an efficient sales funnel,” 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.
