Building a customer base beyond social media: A guide for influencers

Even for top influencers, relying solely on social media platforms can be a risky business. As an influencer, you’ve likely poured your heart into building a following on Instagram, TikTok, or YouTube. But what happens when algorithms change, platforms fade, or worse – your account gets suspended? It’s time to think beyond social media and build a customer base that truly belongs to you.

The pitfalls of platform dependence

Let’s be honest: the dynamics on social media platforms can be unpredictable. One day, you’re riding high on a wave of likes and shares; the next, you’re struggling to reach even a fraction of your audience. Take the case of Sarah, a fitness influencer with over 500,000 followers on Instagram. When the platform decided to prioritize video content, her engagement plummeted overnight. “It was like starting from scratch,” she recalls. “I realized I didn’t really ‘own’ my audience at all.”

Diversification: Your secret weapon

The key to long-term success as an influencer lies in diversification. Think of it as creating multiple streams of connection with your audience. Here are some powerful ways to build a customer base that transcends social media:

1. The email list: Your most valuable asset

Email might seem old school, but it’s far from obsolete. In fact, it’s one of the most direct and personal ways to connect with your audience. Unlike social media posts that can get lost in a sea of content, emails land directly in your followers’ inboxes.

Start by offering a compelling reason for people to sign up for your mailing list. This could be exclusive content, early access to products, or a free e-book related to your niche. Once you’ve built a list, treat it with care. Share behind-the-scenes glimpses, personal stories, and valuable insights that your social media followers don’t get.

Pro tip: Use a reliable email service with bulk email features to manage your growing list effectively. Consider Mailrelay, a trusted email marketing tool with decades of industry experience. They offer the largest free account (up to 20,000 emails per month), expert support and an easy-to-use platform with powerful features and good deliverability.

2. Your digital home

Think of your website as your digital home – a place where you set the rules and control the experience. Unlike social media profiles, a website offers unlimited possibilities for showcasing your brand, selling products, and connecting with your audience.

Take inspiration from travel influencer Nomadic Matt. His website has become a go-to resource for budget travelers, featuring blog posts, travel guides, and even online courses. By driving social media followers to his site, Matt has built a thriving business that doesn’t depend on any single platform.

When building your website, focus on:

• Creating valuable, searchable content that aligns with your niche
• Optimizing for search engines to attract organic traffic
• Incorporating email sign-up forms throughout the site
• Showcasing your best work and collaborations
• Offering ways for brands and followers to contact you directly

3. Podcasting is booming: Create your own

Podcasting offers a unique opportunity to build intimate connections with your audience. It’s a medium that allows for deep dives into topics, storytelling, and showcasing your personality in ways that short-form social media content simply can’t match.

Consider the success of true crime influencer Karen Kilgariff. While she had a modest following on social media, it was her podcast “My Favorite Murder” that catapulted her to stardom. The podcast not only attracted millions of listeners but also spawned a loyal community of “Murderinos” who attend live shows, buy merchandise, and engage with Karen far beyond the realm of social media.

Starting a podcast doesn’t have to be complicated. Begin with:

• Choosing a niche topic that aligns with your expertise and passion
• Investing in basic equipment (a good microphone is essential)
• Planning a content calendar to ensure consistency
• Promoting your podcast across your existing social channels
• Encouraging listeners to subscribe and leave reviews

The long game: Building true brand loyalty

Remember, building a customer base beyond social media is about creating genuine connections:

Consistency in brand voice: Whether someone encounters you on Instagram, your website, or at an in-person event, your brand voice should be consistent and authentic.

Transparency and vulnerability: Share your failures as well as your successes. This humanizes you and makes your audience feel more connected to your journey.

Give more than you take: Focus on providing value to your audience. The more you give, the more likely they are to stick with you across platforms and over time. Building a customer base beyond social media requires effort and strategy, but it’s an investment in your long-term success as an influencer. By diversifying your platforms, focusing on owned media like your website and email list, and creating genuine connections both online and offline, you’ll build a more resilient and engaged audience that will stick with you regardless of platform trends or algorithm changes.