Many small businesses could benefit from a digital marketing strategy (including social media), but lack the time, patience, or personnel to implement it. Working with a freelancer or consultant is an excellent option, but when should you do so? And how do you go about doing so?
Does your business really need social media?
A successful social media strategy takes time and effort, so the first question you should ask yourself is whether your company actually needs a social media presence.
For example, if your target audience is not active on social media (Facebook, Twitter, Instagram, etc.), then creating accounts, managing pages, and creating content may not be the best use of your time (or money However, if you have a great story to tell, beautiful images to share, and a target audience that is digitally savvy and regularly engages on social media, a social media strategy could be beneficial.
What are the advantages of using social media?
When done correctly, social media can:
- Increase brand awareness
- Generate leads
- Drive traffic to your website
- Fuel word of mouth
- Boost sales
Increase brand loyalty. Furthermore, social media enables more personal interaction with potential customers; you can speak directly to your audience, allowing you to tailor your products or services to their needs.
Even better, social media spending is simple to monitor. One of the most difficult challenges for any marketer is demonstrating return on investment (the dreaded ‘ROI’).
However, social media tracking and analytics tools (such as Google Analytics or Hootsuite Impact) can track website traffic generated by social media (such as likes, click-throughs, and conversions) as well as paid social media ad campaigns across all platforms.
Digital media is also significantly less expensive than traditional media (consider the expense of TV, print and radio campaigns).
So you’re not only getting more bang for your buck, but you can also track it to see what’s working, what’s not, where (which platforms) and how your customers are engaging with your brand. This is real-time marketing, and it has the potential to be a very powerful tool.
When is it appropriate to outsource social media?
Of course, all of this takes time. However, anything worth doing well is worth doing well.
If you don’t have the time, knowledge, or mental energy to devote to social media, why not hire a social media consultant or digital marketing agency to do it for you?
They will not only have the experience to create your online presence from the ground up, but they will also be able to keep your pages up to date, generate content, and respond to comments, questions, and queries quickly and efficiently.
What is the role of a freelance social media manager?
Once you’ve decided to outsource your social media, you’ll need to figure out exactly what you’ll need from your new social media manager or team.
Essentially, they will be able to assist you with almost anything, including:
- Configuring and designing each page (Facebook, Twitter, Instagram, Pinterest, LinkedIn etc.)
- Creating a content calendar and developing relevant content
- Publishing stories (including images and videos)
- Managing all social media activity and engagements (answering questions and responding to complaints)
- Monitoring competitor activity
- Creating a strategy to generate leads and increase sales
What is the best way to outsource social media?
It’s natural to be hesitant about outsourcing your social media. Nobody knows your brand as well as you do. However, depending on your requirements, there are two ways to outsource social media:
- Hire a social media expert to set up your pages, create an initial strategy, and install tracking and analytics tools. They will be able to teach you the fundamentals of social media and get you started. You will be responsible for all of your posts, content, and conversations once you have gained confidence (maintaining the voice of your brand).
- Outsource all aspects of your social media (from setup to day-to-day operations) to a team of specialists.
Both paths necessitate trust and confidence. You must find a social media partner who has the knowledge and experience to develop a solid strategy – as well as the skills and intuition to ‘speak’ for your brand. Look for the right social media partner online.
LinkedIn is an excellent source of professional recommendations and advice. Then, take a look at the individual’s or organization’s website and take note of their tone and style. Examine their social media pages to see if they are a good fit for your company.
Most will be happy to talk about your specific requirements and then develop a quote to fit your budget.
How much will it set you back?
The first (and understandable) question that most small businesses will have is, “How much will it cost to outsource social media?”
While social media pages are free, setting them up takes time – and even more time to keep them current and up to date.
Consider social media to be an ongoing conversation that requires ongoing commitment to be successful.
As a result, most social media freelancers/agencies will charge an initial set-up fee (to get you up and running) followed by a monthly retainer (ranging from £150 to £500) based on how much you outsource to them.
- Daily postings will be included in the fee.
- Community management (replying to comments and direct messages)
- Competitor monitoring
- Paid ad management
- ROI tracking
An experienced social media manager will be able to assess your requirements and customise a package to fit your budget. So, if you’re wondering when to outsource your social media, the answer is now. Begin with a free trial today.
To learn more about FBS Digital’s social media services, call 0204 526 5195 or send an email to hello@finchleybusiness.co.uk.
