24/09/2026
𝗬𝗼𝘂 𝗱𝗼 𝗻𝗼𝘁 𝗻𝗲𝗲𝗱 𝘁𝗵𝗼𝘂𝘀𝗮𝗻𝗱𝘀 𝗼𝗳 𝗳𝗼𝗹𝗹𝗼𝘄𝗲𝗿𝘀 𝘁𝗼 𝗴𝗲𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗳𝗿𝗼𝗺 𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸 𝗼𝗿 𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺.
𝘈𝘯𝘥 𝘧𝘰𝘳 𝘢 𝘭𝘰𝘤𝘢𝘭 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴, 𝘤𝘩𝘢𝘴𝘪𝘯𝘨 𝘢 𝘩𝘶𝘨𝘦 𝘧𝘰𝘭𝘭𝘰𝘸𝘪𝘯𝘨 𝘤𝘢𝘯 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘥𝘪𝘴𝘵𝘳𝘢𝘤𝘵 𝘺𝘰𝘶 𝘧𝘳𝘰𝘮 𝘸𝘩𝘢𝘵 𝘮𝘢𝘵𝘵𝘦𝘳𝘴.
Because the goal is not:
“H𝗼𝘄 𝗺𝗮𝗻𝘆 𝗽𝗲𝗼𝗽𝗹𝗲 𝗳𝗼𝗹𝗹𝗼𝘄 𝗺𝘆 𝗽𝗮𝗴𝗲?” 🤔
The goal is:
“Are the right people seeing my business?” 👀
Let’s say you run a local massage clinic, gym, restaurant, photographer, estate agency or another service business here on the islands.
You may only need a handful of good new customers each month. 🌠
𝗦𝗼 𝗵𝗮𝘃𝗶𝗻𝗴 𝟮𝟬,𝟬𝟬𝟬 𝗳𝗼𝗹𝗹𝗼𝘄𝗲𝗿𝘀 𝘀𝗼𝘂𝗻𝗱𝘀 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝘃𝗲... but if most of those people live somewhere else, will never buy from you, or are only following because they liked one random post, that number does not help very much. 🙄
Now compare that with 500 people in or around your local area who actually fit the type of person you want as a customer. 🙂
𝗧𝗵𝗲𝘆 𝗺𝗮𝘆 𝗻𝗼𝘁 𝗲𝘃𝗲𝗻 𝗳𝗼𝗹𝗹𝗼𝘄 𝘆𝗼𝘂𝗿 𝗽𝗮𝗴𝗲.
𝘉𝘶𝘵 𝘪𝘧 𝘺𝘰𝘶𝘳 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨 𝘬𝘦𝘦𝘱𝘴 𝘱𝘶𝘵𝘵𝘪𝘯𝘨 𝘶𝘴𝘦𝘧𝘶𝘭 𝘪𝘯𝘧𝘰𝘳𝘮𝘢𝘵𝘪𝘰𝘯 𝘪𝘯 𝘧𝘳𝘰𝘯𝘵 𝘰𝘧 𝘵𝘩𝘦𝘮, 𝘵𝘩𝘦𝘺 𝘤𝘢𝘯 𝘴𝘵𝘪𝘭𝘭:
See your business.
Understand what you do.
Start recognising you.
Learn why somebody might choose you.
And eventually take the next step.
That is one of the useful things about paid social media.
You do not have to wait for someone to follow you before they can see your content.
You can put the right information in front of the right people directly.
𝗔𝗻𝗱 𝘁𝗵𝗮𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝘀 𝘁𝗵𝗲 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆.
I𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴:
“H𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘧𝘰𝘭𝘭𝘰𝘸𝘦𝘳𝘴?”
𝗧𝗵𝗶𝗻𝗸:
“H𝘰𝘸 𝘥𝘰 𝘐 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘳𝘪𝘨𝘩𝘵 𝘱𝘰𝘵𝘦𝘯𝘵𝘪𝘢𝘭 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘵𝘰 𝘯𝘰𝘵𝘪𝘤𝘦 𝘢𝘯𝘥 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘮𝘺 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴?”
𝗙𝗼𝗿 𝗲𝘅𝗮𝗺𝗽𝗹𝗲, 𝗶𝗺𝗮𝗴𝗶𝗻𝗲 𝘁𝘄𝗼 𝗹𝗼𝗰𝗮𝗹 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀𝗲𝘀.
Business A has 8,000 followers.
𝘉𝘶𝘵 𝘩𝘢𝘳𝘥𝘭𝘺 𝘢𝘯𝘺𝘣𝘰𝘥𝘺 𝘦𝘯𝘲𝘶𝘪𝘳𝘦𝘴.
Business B only has 700 followers.
𝘉𝘶𝘵 𝘵𝘩𝘦𝘪𝘳 𝘢𝘥𝘷𝘦𝘳𝘵𝘪𝘴𝘪𝘯𝘨 𝘳𝘦𝘨𝘶𝘭𝘢𝘳𝘭𝘺 𝘳𝘦𝘢𝘤𝘩𝘦𝘴 𝘱𝘦𝘰𝘱𝘭𝘦 𝘯𝘦𝘢𝘳𝘣𝘺 𝘸𝘩𝘰 𝘮𝘢𝘵𝘤𝘩 𝘵𝘩𝘦 𝘵𝘺𝘱𝘦 𝘰𝘧 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘵𝘩𝘦𝘺 𝘸𝘢𝘯𝘵.
Those people see useful videos, learn what the business does and know what to do next.
Which business has the better marketing?
It is not automatically the one with the biggest follower number.
Because followers are not customers.
They can be useful.
But they are not the goal.
The goal is to reach enough of the right people, give them enough useful information, and make the next step clear.
So if you have been looking at another business with thousands of followers and thinking:
“I could never compete with that,”
I would reframe it.
You probably do not need their audience.
You need your audience.
The people who are actually in a position to buy from your business.
And for many local businesses, that audience is much smaller than they think.
You probably don’t need their audience.... 🌺 You need your audience ... enough of the right people seeing and understanding your business. 🎯
