Selling Unicorns: Followers 72% More Likely
October 08, 2013 by Arik Brooks
Today I received an invitation to a webinar about succeeding with Twitter. As proof of why I should attend this webinar, this content marketer decided to include a little factoid. Here's what it said:
"People who follow you on Twitter are 72% more likely to purchase."
I laughed out loud as I read this and thought to myself "well I hope so!" If someone is following a company on Twitter, they're probably already a customer. As a business owner, you should be asking yourself, "why are the other 28% of my Twitter followers, who are already customers, NOT buying from me."
Most people I know would not follow a company on Twitter unless they were already a customer and happened to REALLY like what that company offered. Therefore, they are already more likely to purchase from this company again. It has nothing to do with whether or not they follow that company on Twitter. Obviously that company did something right to get followers in the first place.
I am not saying that Twitter does not offer some great communication benefits to companies. I am commenting on the use of ridiculous statistics that are sold as facts. When you see statements like this, make sure that you know what they're selling. Many times it's not useful information that they are selling, but instead, it's a marketer that is trying to sell you a unicorn.