How to choose a social media manager for your business
If you’re considering engaging a social media manager for your business, that’s great news! As a social media manager, I’m all for that.
But if it’s the first time you’re looking for a social media manager to take over your business’s socials, I know you’d have a few questions and wonder how it all works.
And you should ask! A decent social media manager can explain their processes and what’s expected from both parties.
To help answer some common questions, let’s look at the top things you need to consider before hiring a social media manager.
The top 5 things to consider when engaging a social media manager
Here are the top things you need to know about to help you enter an arrangement with a social media manager with your eyes wide open.
Social media works best when part of a more extensive marketing strategy
I love social media, but I can’t tell you that using social media alone is going to make your business boom dramatically. You should use your social media as part of your broader marketing strategy.
Here’s why.
I have no doubt we can create brilliant social posts that get attention and increases your followers. That’s what social media is excellent for. But what’s next? What are you directing your audience to?
When you couple social media posts with your blog, a podcast or an email marketing (lead magnet) campaign, you can start getting people onto your mailing list. And from there, you need to follow up with targeted, relevant emails to keep them engaged and, ultimately, work with you or purchase your goods.
You should look at social media as the platform that directs your audience to where you really want them – in your marketing funnels for sales.
Social media works best when you’re involved
Many people think they’ll outsource their social media, and that’ll be the end – they’ll never have to think about it again. But that’s not 100% true.
Although you won’t be involved in daily posting, scheduling and content creation, your input is still needed for the ultimate social media success.
Your social media manager will get to know you and your business, but you’re still the expert in your field. To establish yourself as a thought leader who shares relevant content, you’ll need to do a few things to work effectively with your social media manager:
Let them know of any new industry insights that crop up (e.g. new software in your field, new products etc.)
Give them any visual content you create, such as videos, photos you’d like to use, podcasts you make or blogs you write, so that they can create content
Be available to approve the posts they send you so you can check over the content before it goes out to the world
Understand that social media won’t necessarily make sales
Unfortunately, many people think that by using social media alone, they’re going to boost their sales. This isn’t the case most of the time (unless you’re using sponsored ads for a shop front or similar).
It goes back to making social media a part of your broader marketing strategy.
Social media will grow your audience, help with your brand awareness, establish you as a thought leader and direct people to your website (landing pages, blogs, podcasts etc.).
You'll have greater success when you use social media as a part of your sales cycle. People may not be ready to buy from or work with you straight from a few social posts.
By directing them back to your website so they can learn more about you or getting them hooked into a lead magnet and entering your email marketing campaigns, you’ll find they warm up to you and are more likely to buy.
Ask your social media manager the extent of their role
When choosing a social media manager, ask them precisely what they will and won’t do for you. Most social media managers do only that – social media.
Some may not provide the extra services you need, like videographer, graphic designer or copywriter. Or they may have people on their team who provide this, but you’ll need to pay extra.
It’s also wise to ask if they provide broader marketing strategies to help you with landing pages and email marketing strategies that tie in with your social media. If they don’t offer the service, they could have people they already work with that can help you.
Some social media managers may also be content managers who coordinate bringing your marketing strategy to life using their entire team.
So, be clear on what you need and ask your social media manager what they offer.
Don’t neglect the power of your website
I’ve heard people say that ‘they don’t need a website’ because they’re using Instagram or Facebook for leads. This isn’t the best practice.
You need to remember that you don’t own your Insta or Facebook account, and one wrong post could see the higher powers who own the platform banning you from their site.
When you’ve got a brilliant website that shows who you are and what you do and acts as a home for your blogs or podcasts, it makes sense to leverage its power.
Use your socials to direct people to your website. But make sure your website stands out so people stay, read and ultimately purchase from you.
You can use tools like Google Analytics to monitor how many people land on your website from your socials and on what pages. From there, you can judge how long they stay and if that content is what they’re looking for.
You need to be on the same page as your social media manager
Your social media manager represents you and your business, so you must find a social media manager you can talk to and get along with. You want to know that they understand your marketing goals and are the right person to help you achieve them.
Before I work with a new client, I always recommend a brand strategy session. You can lay everything on the table, and we can discuss the way forward with your social media and broader marketing strategies.
To book a brand strategy session and see if I’ll be a good fit as your social media manager, please get in touch.
You can find my services here or send me an email to connect.
Here are some other blogs you may find handy:
· How to outsource your social media management
· How to create a comprehensive social media strategy
· The top social media trends you need to know for 2023
If you have any questions or insights about choosing a social media manager, drop them in the comments below.