It’s ever so easy to fall into the trap of concentrating on the number of followers you have, above almost everything else.

As business owners, most of us would love to grow our audience by attracting new followers but should that really be our main focus?

The simple answer is no.

Followers-only add value to your business if they’re the right kind of followers, and the right followers are people who have a genuine interest in your content and the potential to become paying customers. Gaining followers for the sake of increasing your follower number will bring very little value to your business.

In fact, having too many random followers will actually make it harder for you to reach genuine potential customers. That’s how the algorithms on social media work and it makes it harder to build your business online.

So what’s the alternative?

There’s lots of other metrics you can focus on and strategies that you can pay attention to in order to get meaningful results from your efforts on social media. It’s a topic I could write about all day! But, in this blog, I want to focus on service.

Serving your social media followers increases the likelihood of followers becoming paying customers. And, really, as a business that should be your end goal.

What does it mean to serve your followers?

I have an incredible business coach who I’ve worked with for many years and she has a knack of coming up with phrases that really stick in your mind. I couldn’t possibly write about service on social media without quoting Emma Holmes, founder of Rebels and Rockstars.

“Serve the pants of your crowd.” – Emma Holmes

It’s a simple concept but a powerful reminder.

Effective marketing is about stepping into service, and nowhere is that more true than on social media.

It’s not about giving away all of your knowledge and support for free. But it is about showing up for your audience regularly and consistently. It’s about investing in your audience by getting to know them and allowing them to get to know you. More than that, it’s about making them feel comfortable and confident in your offering so they know, like and trust you enough to *eventually* purchase from you.

In this way, service leads naturally into selling (without any of the forced, icky sales strategies that make you squirm).

As a soulful entrepreneur, it’s a win, win. Not only will you get better results from your social media marketing but you may well find it much easier to create captivating content when your focus is on service rather than sales.

Here are 7 ways that you could serve your crowd on social media today. Of course, there are many more ways but this list will help you get started:

  • Share a top tip
  • Invite your followers to ask their burning questions (that could be on an Instagram Story, a post or even on a Live video)
  • Share a big lesson that you’ve learned, which could help your followers too
  • Post a sharing thread – a simple post that invites your followers to share something about themselves, such as a link to their Facebook Page
  • Post about a book that you’ve found useful in your business or life
  • Share a link to one of your blog posts
  • Tell people about an opportunity to work with you (yes, that’s service too!)

Focusing on your existing audience rather than chasing new followers

Focusing most of your time, efforts and energy on attracting new followers often comes at the expense of your existing audience.

If you’re too busy working on growth strategies, you won’t have the time or energy to serve your existing crowd. You’re doing them and your business a disservice by not showing up. After all, they are the people who have already expressed an interest in hearing from you. They are ready and waiting for you to show up for them.

What’s the point in attracting new followers if you’re not going to engage them?

The good news is when you focus on serving your followers by sharing awesome content word will spread, you’ll see start attracting more followers organically AND they’ll be the right kind of followers!

So my challenge to you today, inspired by the fabulous Emma Holmes, is to go serve the pants of your crowd!

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