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Building a Following

by Mark Singletary
36 replies
The Internet is littered with thousands of dead websites full of ebooks, service offers, affiliate offers, membership areas, etc. that never took off.

Reasons for a site/product not taking off are many. But I think the big reason that most sites/products fail is lack of a following.

Too many of us (myself included) spend time on things like fixing the grammar on page 156 of the ebook, or getting 12 months of content ready, or making sure things are just right. But without an audience, no one will see the first month of content and will never know about the grammar errors on page 156 because they will never see page 156.

Getting enough people that need what we are selling and who have the means to purchase it and who know, like, and trust us is, I think, the key.

What are your best tips to build that kind of following? Be as specific as possible.

Thanks.
Mark
#building
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  • Profile picture of the author Frank Donovan
    Originally Posted by Mark Singletary View Post

    Reasons for a site/product not taking off are many. But I think the big reason that most sites/products fail is lack of a following.
    <snip>
    Getting enough people that need what we are selling and who have the means to purchase it and who know, like, and trust us is, I think, the key.
    I think the main reason most sites don't take off is a failure to first identify the market. "Getting enough people that need what we are selling.." is putting the cart before the horse and making the process unnecessarily difficult. Finding those people before creating or thinking about promoting the site gives you a much better chance.

    Unless you have something to show, say or offer that strikes an immediate chord with people, building a significant following is going to take time. One of the more disingenuous claims made by so-called IM gurus is that anyone can model their success and achieve what they did. But, by definition, leaders are outliers. Rare beasts. Most people, again by definition, are followers.

    I'm not discouraging anyone who believes they're the next Gary Vaynerchuk to go for it. Nor would I dash the hopes of anyone with a great start-up idea. But my advice for the majority of new marketers would be to go where the customers already are. Places like eBay, Etsy and Amazon have millions of ready and willing buyers. But there'll be popular sites and influencers in whatever niche you're targeting. Find these, and you'll also find the buyers. Follow them, get known, and eventually you'll be able to put your product, service or site in front of them.
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    • Profile picture of the author Princess Balestra
      Originally Posted by Frank Donovan View Post

      I'm not discouraging anyone who believes they're the next Gary Vaynerchuk to go for it.

      The next Gary Vaynerchuk oughta link up with the Dollah Shave Club guy an' actschwlly make you wanna lick their face.

      "Hey, I don't gotta look smooth bcs I a HUSSLAH!"

      tbh this is naht a cool pickup line for anywan wants my particulah tongue down their throat.
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  • Profile picture of the author SiteNameSales
    The majority of marketers don't have a pot to piss in and spend months, if not years, flicking from shiny object to shiny object and posting on social media.

    Back in the day, when you could by a keyword on Google for .05, anything was possible and, with perseverance, one could succeed.

    Today: not so much. I write this knowing that many will consider it a very negative opinion. I prefer to think of it as a caution to start your internet business with eyes open and a decent budget as you learn the ropes.
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    • Profile picture of the author Extra Income Suz
      Ha ha ha I've seen that shiny object! Yep it's difficult out there and challenging to stay focused. Great post!
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    • Profile picture of the author AllanMungai
      By this definition, they become drifters with no reason why they are doing what they want to do other than to make money with "Oh the next new shinny thing that just came out".
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  • Profile picture of the author savidge4
    I believe there is NOTHING on this natural or other being green earth that can not be sold. If YOU have an interest in it, then so do 1000 others right?

    The ISSUE is most are trying to sell something they have no clue about, and in that there is a disconnect. These people are trying to sell to a cumulative circle of influence of ONE.

    The whole circle of find something to sell and build an audience is in many ways backwards right? When you get started in marketing and only your mom and maybe some other family members are following you - your not off to a good start.

    Think about this for a moment. We come here to the WF why? There is an obvious interest correct? "How do I" probably brought us ALL here, In some cases there are those of us that stick around to share our how do I's,

    On this very forum, I know I "follow" certain members. They have demonstrated their knowledge or their "Authority" right?

    So would it not make sense in the realm of starting your marketing path to start with something you #1 actually have an interest in what you are wanting to sell. #2 You are connected with some type of community. and maybe #3 you to some extent should already have some amount of a following developed.

    I think we can ALL agree that its the "Following" that dictates the amount of success... so before websites and product and this and that and the other, shouldn't time and effort be set to developing Authority?

    I am right now taking the long path on a personal project. Forget content and websites and all of that, I am watching and commenting on videos related to my path. I am buying books - I dont really read much - and commenting on those. I am basically putting my foot in the door ever so slightly. I am now starting tor reach out and do some guest writing.

    So I am not just for the sake of discussion stating the methodology and execution of product first following second being backwards. I actually am executing my own advice.
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  • Profile picture of the author WF- Enzo
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    Work on your authority first, and everything follows next.
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  • Profile picture of the author Profit Traveler
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    You can intentionally start with a more entertainment focused content strategy.

    Get people hooked and addicted and returning for more.

    At that point you can add an @ link to your make money site and or opt in page, and it will definitely get some curious traffic and even some sales conversions as in my personal experience.
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    • Profile picture of the author Extra Income Suz
      OOooo This is a great strategy that I had not thought of. I'm out there trying to be informative but my best videos (going from 50 views to 600 overnight) were the ones I modified for Tiktok with quirky addons and speed to the voiceover.
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  • Profile picture of the author Jonathan 2.0
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    Good points Mark. : )

    Similarly, I suppose the advice would be: "Build/Create/etc. something ― that People really want to follow." Sounds kind of "obvious" ... However the reason why many People fail is because they're trying to "sell" or "promote" something that People don't (actually) want and/or need.

    That said, sometimes even the seemingly "strange" ideas make a lot of money ... I suppose it's important for a Marketer/Entrepreneur to just create the basic 1.0 of their product or service (etc.) ― and then just get it out there to see if there's any interest. As Gary Halbert Said:

    "You don't have to get it perfect, you just have to get it going."

    Also ... For People wanting to brand themselves, I think it's important to become a Person worth following. And I think sincerity and authenticity go a long way to becoming that Person.

    2C.
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  • Profile picture of the author Jamell
    Build a targeted audience i.e an audience that is interested in what you say and do.Net working and mass content distribution is good too.
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  • Profile picture of the author max5ty
    There's a saying that people never change...

    but we also know how they consume information is always changing...

    If you want to "build" a following you need to learn how to allow others to build it for you.

    Referral, referral, referral. People are more likely to check something out when a friend refers it...could be a social media post, could be something they share because they like it...

    Dollar Shave, Casper, etc., built a following by allowing people to share and get rewarded for doing so.

    Stop trying to think you'll build a "following" just because you're you. Let others build the company for you.

    If you have a 156+ page ebook...why not give away the first chapter and then if they want to read the rest, have them share the link?

    The Hustle, Morning Brew...all built themselves into multi-million dollar a month companies with a simple landing page and...and...here's what they did right...they allowed people to share and be rewarded.

    You can stand on a corner all day and attempt to get "followers"...waste of time. Nobody has heard of you and nobody has any friends that have heard of you.

    It's important to understand the current marketing climate and how to utilize its benefits.

    Added: Dollar Shave Club was not the first to come up with the idea they used...a monthly subscription for shaving products. Was actually already being done by another company. Why did Dollar Shave take off and we've never heard of the other one? Sharing. Sharing. Referrals. Referrals. Thank you.
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    • Profile picture of the author Jonathan 2.0
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      Thanks max5ty:

      Like you said, referrals are important ... However how would a beginning Marketer go about gathering them? You said Social Media (etc.) ... Are there any more examples? Maybe something more specific?
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      • Profile picture of the author savidge4
        Originally Posted by Jonathan 2.0 View Post

        Thanks max5ty:

        Like you said, referrals are important ... However how would a beginning Marketer go about gathering them? You said Social Media (etc.) ... Are there any more examples? Maybe something more specific?
        You technically can only gather "Testimonials" from those that you have done work for. And the easy answer to "HOW" is to simply ask.
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        • Profile picture of the author Jonathan 2.0
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          Originally Posted by savidge4 View Post

          You technically can only gather "Testimonials" from those that you have done work for. And the easy answer to "HOW" is to simply ask.
          Good point savidge4. I suppose if People are partly creating a "following" by providing great Information/content ... Then -- providing that said information/content is of an exceptional value -- they could very well receive a lot of "unsolicited testimonials". : )
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  • Profile picture of the author Princess Balestra
    Here is my high school science, kinda laid bare ...

    Gravity defines orbits.

    Hey, I know -- this is all I took from science class while I was passin' notes to muh friends 'bout the hot guys bein' equally disintrsted in molecules an' surface tension an' stuff.

    So that frisson of discussion gotta have sumthin' packin' way COME ON pull powah at its center -- or them potentially orbitin' randomnesses gonna fix on othah BIG STUFF elsewhere.
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    • Profile picture of the author max5ty
      Originally Posted by Princess Balestra View Post

      Here is my high school science, kinda laid bare ...

      Gravity defines orbits.
      Except there is no gravity in most orbits
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      • Profile picture of the author Princess Balestra
        Originally Posted by max5ty View Post

        Except there is no gravity in most orbits

        So much for free-floatin' compulsion, I guess.
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  • Profile picture of the author AllanMungai
    From my experience with our clients, we've seen that so many people find building an audience too hard and confusing esp when starting out. Because you have to figure out how build your web pages, where to build a following and most importantly how to monetize your audience. An email list is to my experience the best way to build an audience. The way around it is figure out whether to do it yourself, hire parts of it which will require to obviously know how it works or work with an expert who specialises in building an audience who can do it for you, while you focus on converting your audience through content offers etc...

    Hope this hleps
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    • Profile picture of the author savidge4
      Originally Posted by AllanMungai View Post

      From my experience with our clients, we've seen that so many people find building an audience too hard and confusing esp when starting out.
      This is a very valid experience. The issue I find with my clients is they are trying to build a audience based on THEM and the things they are doing and selling, with absolutely no consideration to the people they are trying to communicate with, and its this that makes it difficult.

      Content should NOT be about this is for sale and that is for sale, and this is now in stock, and sign up for this, and check out this other guys product. I dont need to be looking at content that is basically ads.. there are enough of those.

      Creating content that will develop / grow your following needs to be educational, or humorous or anything and everything other than ME ME ME buy my stuff. Look at the big names on TicTok as an example...are any of them selling anything? Millions of followers and they are not selling anything DING DING DING, and yet some of them have product deals, product lines, and make millions.

      Anything but selling, it relation to social media and obtaining followers.. IS SELLING in the long run.

      Lets look at what I do with my Real Estate clients. The norm in the industry for agents is to list properties they have for sale... just listed this, oh look at this cute home etc etc Its all fine and dandy for people that may be looking to buy a house BUT that is really only half of a Agents business... and honestly who is following a real estate agent anyways?

      What happens when an agent starts producing content about the community they serve? Like school ratings, or restaurant reviews or music in the park on Friday evenings? What happens when an Agent start producing content on quick fixes that increase curb appeal, or how to fix a draft from a door?

      Do you see the difference? I would follow the 2nd real estate agent long before I would follow the first... and if I am following them and decide A) I want to buy a house, or B) I want to sell my house, they would then be within my circle of influence. Because I would be following them for anything and everything NON related to real estate, I might actually give them a call.

      When looking at content creation and wanting to sell, you need to really be looking at parallels to what it is you want to ultimately sell. The idea of "Always Selling" is garbage in todays market place... Look for parallels in CONTEXT IE Curb Appeal, or What the community you serve has to offer... and the clients that want to list their homes, or want to buy a home will magically appear.

      Hope that Helps!
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      • Profile picture of the author Extra Income Suz
        I did this on my local SEO website. Instead of focusing on how search engine optimization works, I started talking about the things/tips that people can do in-store to engage customers. (Put QR codes on products they want to promote and sell in-store). This gets more interest.
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  • Profile picture of the author Showe
    Build a bridge page and collect emails
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  • Profile picture of the author Ed Samuel
    I'm new here and this post caught my attention. I agree with you because same thing happened to me severally but I discovered that the main cause is lack of focus. Doing too many things at the same time. Just make things simple, valuable, consistent and strategic after a while the right people will discover it... If it's going to solve their problem. Why I mention "strategic" it's to place the content where your ideal readers congregate. I hope my reply makes some sense.
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  • Profile picture of the author Mark Singletary
    Recently I've gone into a new area and want to build authority, test my theories, etc. One thing I'm trying is posting in some very active FB groups. The people in these particular groups mostly have money to pay for their desperate need. Some don't, but most do. They are desperate and many of them have bought other books, coaching, programs, etc. before.

    There are a lot of competitors who post in there too. What they'll do is they will answer a question and then push people to their website or free report. Or they'll ask questions designed to get responses and then push their services.

    Many times they don't get any responses because people can see the writing on the wall - they asked the question or answered the other member's post solely to push their stuff.

    I've chosen a different route. I give long answers and have never given the slightest hint I'm wanting to eventually sell something. One day I'll need to. Maybe soon. I'm not sure how to transition that so I can be different. But I've built a "following" of people who recognize my name, call me out for praise, like/love my posts, etc. I'm testing concepts and people are responding so that when I'm ready to sell I'll know that my stuff will resonate with the desperate crowd,

    Now, my two big things is that I need to scale out to more groups or find ways to continue to develop the status and figure out how to make the transition from helpful community member to helpful community member who has more they may want or need.

    We'll see how it works out. It's a game of patience and consistency. Maybe it will be a failure. Maybe it's going to make a difference when the transition time comes. Not sure.

    Mark
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    • Profile picture of the author savidge4
      Originally Posted by Mark Singletary View Post

      I've chosen a different route. I give long answers and have never given the slightest hint I'm wanting to eventually sell something. One day I'll need to. Maybe soon. I'm not sure how to transition that so I can be different. But I've built a "following" of people who recognize my name, call me out for praise, like/love my posts, etc. I'm testing concepts and people are responding so that when I'm ready to sell I'll know that my stuff will resonate with the desperate crowd,
      This is what I call "Passive Selling". ( I use this A LOT ) There are 2 things that are needed here. One is a link in your FB bio to your website, and 2 is the same type of content within YOUR feed that has the same type of posts that the people you are competing with place in the groups. Meaning something along the lines of "Do you have issues with X and Z? then check out my free report here: <insert link> and again doing this on YOUR feed.

      And if you read the post above, I talk about how ones social media account should be about parallels - OR directly relate with content and only asking for the Sale sprinkled in every so often.

      The best reference for this type of model in terms of a book would be Jab Jab Jab, Right Hook by Gary Vaynerchuk. In essence it means Give Give Give, ask for the sale.

      Have to keep in mind you are in the realm of Social Media... so there will without question be those that go look at YOUR page to see more of what you are about. Much like here on the WF, you can go look at your "update Profile" page and see who has been there AKA "Recent Visitors"

      Hope that Helps!
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  • Profile picture of the author hbeezy
    I think one thing that hasn't been addressed here is the demographic.

    You can have the right offer or product and the greatest site but without the targeted demographic, you won't get much pull (or conversion).

    Ages, interests, job, location, hobbies, etc. are very important to finding that targeted demographic that can follow you.

    For starters, I'll give a real world example: Most internet marketers are over 25+. To find an internet marketer below age 25 is still realistic, but those are very few.

    Another example: most investors start around age 25 or older. To find an investor (in anything) below age 25 is also realistic, but those people are very few.

    On the other hand, it's very believable that whittling down the demographic will result in lower results (just like niche selection). So there's got to be a balance between the ultra broad demographic and the ultra small demographic.

    (in the case of niche selection, Internet Marketing is to "Business" [ultra broad])
    (same case, targeting seniors over 60 who like to make money at home who are still active once a month who live in the UK who love self help etc... [ultra small, very selective])
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  • Profile picture of the author jbprich
    One of the things I did was to start a YouTube channel. You upload regularly learn how to create awesome thumbnails, as well as good clickable titles and good quality content, you can then begin to get loyal followers. I have made thousands of dollars just from my YouTube audience alone, and that was before I was monetized by google. I did it through affiliate marketing.
    Usually I would review a product and if I liked it I would promote it and leave a link in the description box.

    One of the biggest mistakes I ever made was promoting something only once and thinking that my job was done. It never dawned on me that I needed to promote it on the same platform numerous times in different ways before people decided to buy it.

    On YouTube I would review a product from different angles and people started to pay attention to the product and decided to buy it.

    I run the YouTube Channel Product Creation Formula and I have had this channel since July last year 2020. I made my first sale on YouTube in September of that year after i had promoted a site a couple of times.

    My audience trusted my how-to video and liked my enthusiasm for the product. So they bought it from the affiliate link.

    I have made around $4000 in affiliate commissions. I am finally monetized and I now get around $400 USD a month from my ad revenue.

    That may not be enough to be considered a full time income, but It is also more than a lot of other people are making. I have made in total from ad revenue around $1300 so in total I have made around $5300 on YouTube alone.
    Building a loyal audience can definitely help you make money online.

    I can see big things happening for my channel.
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  • Profile picture of the author Claude Whitacre
    "Building a following".

    And what or who are they following?
    Followings tend to fall into a few camps.

    1) The brand/product following. The brand has a following, so anyone selling it can piggyback on that brand.

    2) The personal following. These buyers are following you. And what you recommend sways their decisions. This takes a while to build. You need to establish authority or celebrity in your niche.

    3) Other people's followers. You joint venture with brands/people who have a following. And they will believe you, because of the host's endorsement.

    Anyway.
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  • Profile picture of the author Intlegit
    I think if you are thinking to build a following in any niche then you should start thinking like a leader in that field,
    you should work on becoming an authority for your followers, then the next thing would be to find out where your followers are hanging out online and show them you know a thing or two about their situation, if you can get this right, then you start getting followed by thousands
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  • Profile picture of the author Mark Singletary
    I think congruency, whether for building a following for a brand or a person, is important.

    For example, touting the benefits of a brand new product/service/tool that is the breakthrough, the thing you need to buy, etc. is a lot more believable if the person recommending it is using it. For example, a promotion saying Aweber is the greatest sent through the Get Response system hurts credibility to me. I'm less likely to follow that person.

    One of the things I've mentioned before is that people with big followings typically are very prolific. It's obvious they do a lot of work to build that following, share their knowledge, etc. Some SEOs look down on Neil Patel even though he is followed by many thousands of people. Part of that is because he's putting out videos and blog posts and social media posts and emails almost every single day. Gary V. has a huge following but he and his team are content machines. Every piece of content people like this put out has a chance to rope in more followers.

    I think the overall key is to find/build enough people that know, like, and trust you enough to sign up for your list or buy your product or join your membership or whatever you are doing. Everything you do has to be focused on that. Different people do this different ways. For example, Gary V. gets followers with (not necessarily because of) his foul language which would be different probably from how a pastor gets followers or people that know, like, and trust them.

    Mark
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  • Profile picture of the author nivlek2009
    If the internet were a country, it would be the most crowded one in the world. Facebook, Google, Youtube are crowded, crowded, crowded. I think the best way to build a following is what we're doing right now: Forum Answering. When someone has a big problem and you provide an easy solution, you immediately become a friend and even a minor coach. You instantly earn credibility and they're more receptive to your offers or following you on your social networks etc. In short, find ways to have direct human-to-human communication online. Ads are efficient but are still cold and sales pitchy.
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  • Profile picture of the author IM2Pat
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    rules of thumb i live by...well from an Internet Marketing (IM) perspective....
    1) grow your own opt-in list
    2) treat your site source code like a science and optimize, optimize, optimize! That's the secret sauce resides!
    3)manage/reset your own expectations but be persistent!
    4) taking shortcuts usually backfires!
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