Five ways to grow an audience in lock-down


All is not lost while we’re in lockdown. There are still plenty of ways you can engage with your existing followers and even establish connections with new ones. Not only is it possible but you really should be doing it. When life starts returning to normal you want to be at front of mind when your doors open once more and people start doing more business with you.

With all that in mind, here are five ways you can grow an audience on social media while we are in lockdown.

1. Know what people want

It’s vital with any marketing strategy to know who you want to reach and what they want to know.

The more you know about the people you wish to connect with the better you can be at offering them what they need. This is even more important right now.

Can you offer advice or a service to people that will help them in this current climate?

If you really know what your audience wants then you could easily answer this question. If you’re not sure, why not ask? When you know what people want you’ll know how to give it to them.

2. Make life easier

What can you do to help your existing customers?

Can you think of a way to transfer your skills and services online to benefit people at home? For example we saw one video of a hairdresser recently teaching people how to straighten their own hair.

Why are things like this so powerful? Well firstly they help to keep you front of mind with your existing customers and this type of content is a way to show your skills to potential new customers. So while you may not gain an income from it immediately, it will lay the foundations for future success.

3. Grab attention

More than ever it’s vital that your message gets through to the right people.

Digital channels are much busier than normal with businesses looking to social media as a way to connect and that means your messages need to pack a punch.

Think of ways you can grab attention. If your customers are scrolling through their timelines what will make them stop? If you know what presses their buttons (through audience profiling) you’ll already know which messages are more likely to cut through.

For example, if you’re making a video think about how you can make an impact within the first 3 seconds. If you’re creating an image it needs to make people stop and if you’re writing a blog post, make sure you clearly state the benefits in the first few sentences.

Grab attention to get noticed.

4. Say hi to new followers

If someone has gone to the trouble of following your page or social media account, why not say hi?

Getting into the habit of sending a message to new followers helps to establish a stronger connection. Not only that but it helps to strike up a conversation. Try leading with an open question to start a chat.

  • Find out how they found you.
  • Ask how they’re coping in lock-down.
  • Ask how their week/day has been.
  • Enquire about their business and skills.
  • Refer to a something they have posted on their own timeline and ask more about it.

If someone approached you at a conference or social gathering (remember those)? You’d do much more than give them your card, you’d talk. However, it’s easy to forget that social media is meant to be social.

So be social and say hi. You never know what will happen next.

5. Keep it simple

Be aware of the increased traffic on social media right now. This means you will have to work harder to make sure your messages cut through and create impact.

So keep your posts simple so they are easy to understand create more engagement.

Capture their interest (see point 3), make your point, tell them what you’d like them to do next … say goodbye (for now)!

The golden rule should be to explore one topic or thought in each post and explain it as clearly as possible.

Finally make sure they keep coming back with regular, easy to follow content. If you have a more complicated message to convey, maybe think about a series of posts rather than just one. That way your message will be easier to digest in bite sized chunks.

Want more tips like this?

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