Scaling audience without strategy can be expensive: expert points out 5 tips on how to turn followers into real customers

Many companies allocate substantial investments in acquiring followers, betting on converting that audience into revenue. However, neglecting the quality of this audience and their engagement can compromise the effectiveness of the strategy Maturity of Digital Marketing and Sales in Brazil, performed by Digital Results, World of Marketing and Rock Content, 94% of Brazilian institutions use digital marketing as the main growth tool, but only a fraction can turn followers into effective consumers.

According to Samuel Pereira, positioning specialist, digital audience and founder of SDA holding, attention has become the biggest asset in the digital world.“Just accumulate followers, without a clear positioning and a well-structured sales funnel, wastes time and money”, says. Data from Gartner consultancy indicate that global investments in marketing have 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.

However, to ensure a return on these investments, you need to have a strategic plan that includes precise segmentation, relevant content production and use of automation to guide visitors along 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 people interested and ready to buy”, reinforces Samuel.

Digital scalability is not limited to the growth of the number of followers.It involves, above all, attracting a qualified audience that engages with the brand and advances in the purchase journey.“Only online presence does not guarantee conversion, for this reason, such an approach has become essential in the face of competitiveness in social networks”, he reveals.

How to achieve the long-awaited conversion? 

Samuel points out 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 networks. Strategic content also offers real value to the audience, arousing interest and trust. Already efficient conversion also occurs through the use of tools such as landing pages, email automation and targeted ads to guide followers to the purchase of”, says the expert.

Companies that want to turn attention into billing must follow a well-defined roadmap.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 extend reach.

2. Engagement: Establish relationship with the audience, encouraging interaction.

3.Authority: Position yourself as a reference in the niche of action.

4. Conversion: Implement direct selling strategies, such as launches and targeted campaigns.

5. Loyalty: Transform buyers into recurring 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 public to purchase in a natural and predictable way”, he explains.

A clear example of this impact comes from cases such as Natalia Beauty, which, by investing in positioning and producing high-frequency content, has managed to grow its digital audience in an accelerated and sustainable way. “It is 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 said.

Companies that master this process expand their digital presence and turn followers into customers, ensuring sustainable and scalable growth in the online market.