Don't Let Zuckerberg Own Your Audience: How to Build a Loyal Following That's Yours Forever

Alright, buckle up buttercup, because I'm about to drop some truth bombs!

You know that audience you’re building on social media? Well, you’re wasting your time…

Sure, a big following on social media is great, but let's be real - that audience ain't yours. They belong to Mark Zuckerberg and his cronies. And if they decide to change the algorithm, your precious audience could disappear faster than a donut in a cop shop. It’s true.

So what's a savvy business owner to do?

Convert that earned audience into an owned audience, my friend.

But what’s the difference between an owned audience and an earned audience?

What’s an owned audience?

An owned audience is a group of people who willingly give their contact information (namely, email addresses) to a business or individual.

This contact information is collected through lead magnets, sign-ups, and purchases, and is used to build a direct relationship with the audience.

Since the business or individual owns this contact information, they can communicate with their audience directly without relying on third-party platforms like social media.

This enables them to have more control over their audience and build a stronger, more engaged community. Building an owned audience is an essential component of effective digital marketing and helps businesses to build their brand, generate leads, and increase sales.

What’s an earned audience?

An earned audience, however, is a group of people who have become aware of a business or individual through unpaid or organic efforts such as word of mouth, social media engagement, and search engine optimization.

These individuals have not provided their contact information to the business or individual, and the relationship is based on their interest in the content or services being provided.

Unlike an owned audience, businesses or individuals have limited control over an earned audience! Because the relationship is based on the audience's interest in the content or services, and not on any direct communication or interaction with the business or individual.

While having an earned audience is valuable, it's important for businesses to focus on converting that audience into an owned audience to build a more direct and sustainable relationship with their followers.

So, what is the easiest way to convert an earned audience into an owned audience? Well, here’s just a few tips…

How to convert an earned audience to an earned audience…

First up…

Build an email list

I know, I know, email is so 2001. But let me tell you, email is like a fine wine - it only gets better with age. Plus, you own that email list, which means you can take it with you wherever you go.

Next…

Offer a loyalty program

You want your audience to be like a dog with a bone - fiercely loyal. And what better way to do that than by offering them discounts or rewards for sticking around? Just make sure they don't turn into rabid chihuahuas.

Thirdly…

Create a membership site

Think of it like a VIP club, except you don't have to wear a suit and tie (unless you're into that kind of thing). Members get exclusive content, products, or services. It's like having your own little cult, minus the creepy robes.

Fourthly…

Use retargeting ads

You know those ads that follow you around the internet like a lost puppy? Yeah, those ones. They're annoying as hell, but they work. By retargeting people who have engaged with your brand, you can bring them back to your site and turn them into loyal customers. Just don't be too stalker-ish, okay?

And last but not least…

Offer free trials

Everyone loves free stuff, and if you can give people a taste of what you have to offer, they'll be begging for more. Just don't go overboard with the freebies, or you'll end up with a bunch of freeloaders.

So there you have it, folks. Convert that earned audience into an owned audience and watch your business grow faster.

Remember, building an audience is like being a street performer in a busy city. You need to be captivating, entertaining, and above all, stand out from the crowd to get noticed.

You gotta put on a show that's engaging enough to stop people in their tracks and make them want to stick around for more.

And just like a street performer, you'll face some tough critics who might not appreciate your style or message. But with practice, perseverance, and a little bit of improvisation, you can build a fanbase that's loyal, supportive, and willing to toss a few coins your way!

Looking to convert your earned audience into an owned audience? Well, I’m at your service! Drop me a message HERE.