The shoes and handbags theory of building an audience
I like good quality items.
I remember growing up and, when my dad told me that he spent $300 on his dress shoes, I thought that was a fortune! We weren't a rich family - how could we afford so much money for shoes? (Especially when me and my brothers always got ours from the discount stores.)
Dad explained that he spent that much and then wears them for many more years than he could ever wear less expensive shoes. (And since my brothers and me were all still growing, there wasn't the option of wearing shoes for more than a year.) For Dad, the fit and comfort were better and they would more than make up for the cost given how long they'd last.
Sometimes you choose quantity, sometimes you choose quality
I've never personally gotten to the point of paying premium prices for shoes because I like shoes. A lot. I like rotating them often. However, several years ago, I took the plunge and bought my first very expensive premium brand handbag. (Ahem...well, it was on clearance during a massive store sale, so I didn't pay nearly what I would have at full price, which made it easier to do.)
Months after the purchase, my premium brand handbag - unlike most I've previously purchased (and I always thought I was paying a pretty decent amount before) - was still in immaculate condition. There were no frayed edges. The leather wasn’t cracked even a little bit. It barely showed any wear at all. There were no seams pulling apart in the lining. Previously, at least one (sometimes all) of these things happened within a few months and that lovely bag I thought was so cute was not nearly as appealing anymore. That first purse has been joined by some other friends in the four years or so since. And the quality is unquestionable - even that very first bag.
What's the best kind of audience?
If a business focuses solely on quantity in building an audience - Twitter followers, Facebook likes, blog subscribers, and others - you end up always wanting more. The ten new followers you just got may not be quite right for your product/services, but seeing that jump in numbers feels so good!
Growing a large audience shouldn't be the primary goal, though growth is certainly important. Growing an audience that fits your target market and is engaging with you is a worthy goal.
Which would you rather have?
10,000 followers, with 20 people who buy from you.
200 followers, with 50 people who buy from you.
Personally, I'd always go with the second option.
Small and engaged wins in social media
I really enjoy my shoe collection, but it's a lot like having 10,000 followers that aren't great quality. Shoes get added and taken away, but they don't stick around long because they aren't right for long-term use.
On the other hand, that good quality handbag I got is going to be around for years and years, with fewer competitors for my attention. The more I think about it, though, the more I’m considering a shoe evolution.
So, before you ever think I "only have ## followers", first look at whether those followers fit your target market. If they do, then congratulate yourself for generating good leads and get to work engaging with them!
What are some steps you take to grow a quality, targeted audience?