Without spending a ton on ads, how do you grow your following?

This is one of the most common questions I hear. Frankly, depending on the platform, paid ads ARE the fastest way. But when that’s not in the budget, here are some other ways to get more people to see your stuff so they know what you do and what makes you different.

Engage in other people’s groups on Facebook and LinkedIn.

Look for other people’s groups that serve the same people you want to serve, maybe in a little different way. For example, I’m in lots of groups for small business owners, but am careful not to use this strategy in groups run by other social media managers. That just wouldn’t be cool.

The key here: be helpful, information and provide value – for free with no pitch. Just show you’re an expert.

DON’T be sales-y unless it’s a post that specifically invites everyone to promote themselves or their offer. I like to look for groups that encourage this, usually with one post a week. (And Psst, I allow this on specific posts in my own Facebook group.)

Engage on hashtags.

This probably works best on Instagram and Twitter but it can also work on Facebook and LinkedIn. After you’ve completed researching hashtags that are appropriate for your audience (don’t guess!), set aside some time to comment on posts and ask questions. The person posting will often wonder who you are and go look! A “like” does nothing – give them something to respond to!

Level up: SHARE their post either to your Stories, own page or other people. Depending on the platform, that gets you into their DMs so they really notice, or at least, is definitely a “share the love” tactic that people appreciate. They’ll often respond or reciprocate.

I have a client who is a realtor, so I search through #bayarearealestate and similar hashtags and leave comments and questions to draw some attention to my client.

Collaborate with other business owners who help your ideal clients in a different way.

This takes a little more lead time and work but it can be really powerful. Swap social media content — you post something of theirs and they post something of yours — so you each get exposed to the other person’s audience. Consider a joint Facebook or Instagram Live, which is fun! Or interview each other and end with giving the audience a way to keep in touch with them — whether that’s on social media or a freebie or lead magnet.

Warning: the # of followers isn’t nearly as important as the quality of your audience, which you can gauge by how engaged they are.

So, which one are you going to try next? Let me know in the comments!