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The size of your list or the number of followers you have doesn’t always indicate how successful you or your social media campaigns are. Too many people focus entirely on getting more likes on Facebook, or getting huge list of emails. This is great for your ego, but it shouldn’t be the end goal of a marketing campaign.

This golden rule of marketing will always stand – don’t try and sell something to someone who doesn’t want what you’re offering. With this in mind, there is very little point in increasing your email list or followers on Twitter if they’re just simply not interested in buying from you – only relevant followers should be the goal.

You can of course buy lists and likes just as you can buy advertising space on a website or on television. You can buy Twitter followers, but this doesn’t necessarily mean that you have an actual following.

Within social media, you want to create buzz and allow people to interact with you and your brand. So a photo that has constructive and interesting comments, a few shares and a few likes is far more powerful than an ad that is selling something. They are social platforms after all!

Should this be a photo of the product that you’re trying to sell? In short, no. As amazing as social media is, you wouldn’t go into a pub, walk up to a random stranger and ask them to buy something from you for £500 (or maybe you would!), so why should this approach work differently on social media platforms. A better strategy would be to have a drink with them and chat, get to know them and their needs, then if they want to buy from you, then great.

Better to have 100 loyal, genuine fans than 1000 randoms that probably won’t ever end up investing in whatever it is you’re producing.

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