insights for success

If your social media accounts are mostly filled with friends and family, it’s time to shift gears and get more people who don’t know you but are intrigued by what you have to say. Why? Because these are the folks who are interested in your business, not just liking your posts because they’re your mom or your best mate.

Once you start changing up that follower ratio—getting more people who are there for your content and not just because they know you—you’re on the right path. Those are the people who become clients, who believe in what you’re saying, and that’s exactly what you want to build on. So, how do you go about doing that without falling into the trap of generic advice?

STAY CONSISTENT, EVEN WHEN IT FEELS LIKE NO ONE'S WATCHING

Look, in the beginning, it might feel like you’re posting into the void. You’re putting out great content, and it seems like only a handful of people are seeing it or engaging with it. Don’t let that get to you. Consistency is key. The social media game is a long one, and it’s about showing up regularly, not just when you feel like it. Keep posting, keep sharing valuable content, and don’t get discouraged if the numbers aren’t shooting up immediately. Think of it as planting seeds—water them regularly, give them sunlight, and eventually, you’ll see growth.

USE ANALYTICS TO GUIDE YOUR STRATEGY

I’m not saying you need to become a data scientist here, but keeping an eye on your analytics can make a huge difference. Check in weekly, see what’s working, and what’s not. Which posts are getting the most likes, shares, comments? What kind of content is falling flat? You don’t have to obsess over these numbers daily, but having a general idea will help you understand what resonates with your audience. And once you know that, you can double down on those topics, formats, or styles.

DON'T WASTE YOUR TIME ON THE WRONG PEOPLE

Listen, not everyone who follows you or comments on your posts is going to be a potential client. And that’s fine. But don’t waste your time engaging with people who clearly aren’t part of your target market. Focus on those who might actually become clients. If someone is liking your posts, commenting thoughtfully, or even sharing your content, that’s a good sign. These are the people you want to engage with more, to build that relationship further. Don’t spread yourself too thin by trying to engage with everyone. Be selective and strategic.

THINK OF IT LIKE DATING-BUILD RELATIONSHIPS GENTLY

Building your follower base and turning those followers into clients is a lot like dating. You wouldn’t propose on the first date, right? Same goes for social media. You’ve got to build a relationship, establish trust, and show you’re genuinely interested in them. If someone is consistently engaging with your content, that’s a great sign. Generally, from our experience, these people are quite open to having a consultation with you after about six to eight months. Anything sooner, and you might need to work a bit harder to build that rapport. Keep it gentle, never creepy, never forceful.

ENGAGE WITH THEIR INTERESTS, NOT JUST YOUR EXPERTISE

Here’s a big one: don’t just talk about what you know. Yes, you’re a fitness expert, but your potential clients have interests outside of that too. Engage with those interests. Maybe they’re into healthy cooking, mindfulness, or even outdoor activities. When you talk to people about what they’re interested in, not only does it build a stronger connection, but it also shows you’re not just there to sell to them—you’re there to connect.

USE WHAT'S WORKING AND GO ALL IN

Once you find a groove—topics that resonate, a style that engages, a format that people love—don’t be afraid to go all in on it. You don’t need to reinvent the wheel every week. If you know certain topics get great engagement, build on that. This is where consistency pays off. The more you can talk about what you’re an expert in and what your audience loves, the more authority you build.

BE HUMAN-SHOW YOUR PERSONALITY

People want to see that you’re human. Don’t be afraid to show behind-the-scenes content—whether that’s a glimpse into your daily routine, a sneak peek at your personal workouts, or even a candid moment where things didn’t go as planned. These posts make you relatable and real, and that’s what people connect with. The more you can show your personality, the more your followers will feel like they know you—and trust you.

INVEST IN PAID ADS WHEN THE TIME IS RIGHT

Eventually, when you’ve nailed down what works and built a decent following, you might want to consider investing in paid ads to accelerate your growth. I cover more about this in the sales strategy section on this site, but just know there’s a right way to do this. Don’t throw money at ads blindly. Make sure you’re clear on your audience and the kind of content that converts before spending. It’s all about maximising your return on investment.

CONSIDER GETTING SOME HELP AS YOU GROW

As your following grows and you’re spending more time engaging with your audience, you might find that managing your social media becomes a full-time job. At that point, it might be worth investing in someone to handle your accounts. But hear this—before you hand this off, you need to get involved yourself. Understand the best processes, the best ways to engage, and the best people to focus on. Nail this down first, and then you can teach someone else to handle it on your behalf.

Always remember, it’s not about getting as many followers as possible—it’s about getting the right followers who could eventually become your clients. Keep at it, be patient, and you’ll see the results over time.