Follower conversion checklist: 20 checks

Key takeaways

This checklist has 20 yes or no checks in five groups: fit, trust, offer, path and follow-up. Count your yes answers. 16 or more means your social media converts well. 12 to 15 means fix the weakest group. Under 12 means start with path and follow-up, then work back.

• 20 checks in 5 groups of 4.
• 16 or more: converting well, grow the right audience.
• 12 to 15: fix the group with the most no answers.
• Under 12: start with path and follow-up.

How do you use this checklist?

Answer each check honestly with evidence: open your profile on a phone, check your inbox and your numbers. Count the yes answers in each group and in total. It complements the GBL Follower Conversion Scorecard, which gives a quicker score out of 10.

• How UK businesses can turn social media followers into customers
• The follower conversion scorecard: find where buyers drop out

Fit: are your followers potential buyers?

• 1. Most recent followers are in your area or target sector.
• 2. Your content is written for one named type of buyer.
• 3. Comments and messages come from potential customers.
• 4. You have not run a prize giveaway in the last six months.

• Ideal customer profile for social media: define yours

Trust: can a new follower see proof?

• 5. Three proof posts are pinned: a review, a result, a case.
• 6. Recent work is visible within one scroll.
• 7. Comments get public replies within the day.
• 8. Paid or gifted posts are clearly labelled as adverts.

• How to share testimonials on social media properly

Offer: is there a clear first step?

• 9. One named offer is in your bio.
• 10. The offer is repeated in posts and weekly stories.
• 11. Any limit or deadline is true and kept.
• 12. Prices or ranges are visible where possible.

• Social media offers that turn followers into first buyers

Path: can someone act in two taps?

• 13. The bio link goes to a page about the offer.
• 14. A message, booking or WhatsApp button is on the profile.
• 15. The enquiry form has five fields or fewer and works on a phone.
• 16. Social links are tagged so GA4 shows the source.

• Link in bio pages: what to put there so followers act

Follow-up: does every enquiry get chased?

• 17. One named person owns the inbox each working day.
• 18. Buying messages are answered within one working hour.
• 19. Quiet enquiries get two or three follow-ups.
• 20. Every sales enquiry is logged with its outcome.

• How many times should you follow up with a social lead?
• Social media CRM: track followers from first message to sale

What should you do with your score?

With 16 or more, keep the routine and grow the right audience. With 12 to 15, fix the group with the most no answers this month. Under 12, fix path and follow-up first, because they are cheapest and work on followers you already have. Re-run the checklist every quarter.

• A 90-day plan to turn social media followers into customers

What does this look like in practice?

A typical first run for a UK small business scores 9 to 13, with most no answers in offer, path and follow-up. Those groups are usually fixed within a month, which is why the checklist is a good place to start.

• See client work
• Social Media Marketing for UK businesses

Next step

Run the 20 checks now, with your phone in hand, and circle the group with the most no answers.