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The following is a guest post by Scott Zimmerman, CEO of ETCHUS.
I did a test on Instagram on a post for $1 / Day. The ad seemed to be low-performing at first, since it didn’t get many clicks.
It was a picture of one of the cool putters we created. The ad showed this picture, and didn’t have a call to action. The goal was to make people aware of what we are capable of doing.
I am keeping an eye on my account so I can engage my audience and I happen to take a look at my followers because the count was increasing. I saw someone following that had the blue verified dot next to their account name.
I knew the name but couldn’t remember from where.
After a quick search, I learned that Ian was the 2nd baseman for the Texas Rangers, Detroit Tigers and a variety of other teams. He won a World Series in 2018 with the Red Sox, is a two-time member of the 30/30 Club (30 homeruns and 30 stolen bases in a single season), and was an all-star multiple times. He even earned 2 gold gloves.
Initially, I thought this was pretty damn cool. Then, I thought it might be a good idea to send him a note to thank him for following the ETCHUS instagram page. (If you aren’t following – now is a good time to go do that – @etchusco). So I sent the note.
Long story short; he actually responds! I learn that he is really passionate about golf. One of my business partners is a highly sought after putter fitter. He works with PGA Tour members and Pros all over the world.
On Monday, I offer a no strings attached offer to get him a putter fitting and a custom built putter.
We met up on Wednesday for the fitting and scoping out his putter build. We got to hang out for about 5-½ hours!
I asked him how he found out about us. He told me that our ad showed up on his Instagram. The ad that I had thought was weak and low-performing; just attracted an influencer with 100k followers!
Even more exciting; we are one of the 394 accounts he currently follows.
Behind the clicks and impressions on the screen are real humans, and you never know which of them are influential. It pays to take a closer look at your data, instead of going for more followers, likes, and clicks.
Just one click from an influential customer can generate many more customers!
So, why am I telling you this? I know that we are early on our journey and I know you know that the process works, and I know you know I am a believer in the process – but I just wanted to take a minute to say thank you to Dennis Yu!
Thank you for offering some free advice, thank you for giving me the time of day, thank you for making time for me, and thank you for your willingness to work with me. We have a bright future ahead, and I am glad to have him as part of our team on this! Thank you!
Here are some pictures of what we created!
