The Power of a Small Following

Summary

• I learned that organic sales can drop to zero if the content doesn't resonate with the core audience.
• Shifting my focus from gym-specific content to general business topics led to fewer sales, even though my podcast's audience grew.
• My content attracted more views and listens when it covered broader business topics but failed to convert into sales.
• Experiments with my content caused vanity metrics like views to rise, but significant metrics like CPMs and opt-ins dropped.
• Having a smaller, diehard audience is more valuable than having a large, less engaged one.

Video

How To Take Action

I suggest implementing a focused content strategy. Figure out who your core audience is and what they care about. For instance, if you're a gym owner, concentrate on gym-specific topics rather than broader business themes. This way, you’ll keep your core audience engaged.

A good way of doing this is by listening to your audience's feedback. Look at comments, questions, and interactions. Use this data to create content that speaks directly to their needs and interests. This helps in maintaining a loyal and engaged audience, which is more valuable than having many unengaged followers.

I’d recommend experimenting with smaller content changes rather than overhauling everything. For example, tweak your social media posts or podcast topics slightly, and see how your audience reacts. This way, you can find the balance between attracting views and sustaining engagement without risking a significant drop in core metrics.

Another thing you can do is personalize your engagement. Respond to comments, emails, and messages. This shows your audience that you care about them, deepening their loyalty. It doesn’t cost much time or money but adds a lot of value.

Also, keep track of your key performance indicators (KPIs) like opt-ins and conversions, not just views and likes. While vanity metrics can make you feel good, they don’t necessarily translate into sales. Focus on the metrics that genuinely impact your business.

Lastly, creating a community around your content can be a high-value, low-cost endeavor. Use social media groups or forums to build a space where your core audience can interact with you and each other. This cultivates a die-hard audience, which is your most valuable asset.