How To Best Outsource Social Media
Marketing is hard. Marketing takes time. Throw in new and ever-changing social media platforms and it’s very tempting to hand your advertising entirely over to someone else. Sites like Upwork, Fiverr, and other online agencies make it cheap and easy to find independent contractors, VA’s and freelancers whose job it is to know the overall landscape of social media.
Or maybe you are feeling like you don’t “get” Instagram or Snapchat or even Facebook, but you know your 18-year-old niece or your youngest team member are absolutely addicted to it so it makes sense to ask them to jump in and take over.
When outsourcing social media, it’s important to remember that it’s your job to be the guardian of your own brand and messaging. No one can care about your business as much as you do.
Many business owners mistakenly think that if someone knows how to use the platform or app, that’s good enough. Your niece or your freelancer might know Instagram or Facebook inside out, but what they don’t know are your business model and your specific audience. It’s your job to fill them in and work together in joint effort if you want your social media to take off.
It’s also crucial to remember that the platform is only a vehicle for the message, and without compelling messaging that attracts your ideal client, your marketing will always fail.
So what’s the solution to both attracting the clients you want while allowing yourself the leeway to outsource your advertising to someone with general social media savvy?
Create a solid brand platform.
There are three essential parts to clarifying your brand and directing your marketing:
- Know your Ideal Client Avatar (AKA market persona).
This is the client you’re trying to attract – the ideal person who will always want your brand or service and is seeking you out specifically for what you offer. She has specific dreams and challenges as well as lifestyle preferences. Take some time to think deeply about these things so you can meet her where she is at with your messaging.
- Brand Adjectives.
These are the larger concepts you want your brand to be associated with. Brand adjectives can drive both the visual appeal of your brand as well as your brand voice. For example, if one of your brand adjectives is “elegant”, you may think twice about posting street tacos for Taco Tuesday, or tossing out a swear word or two in your copy. However, if your brand adjectives are “laid-back” and “sassy”, Taco Tuesday and some light cussing could attract your perfect client.
- Core Content Categories.
These are five or six categories that you talk about consistently to let your ideal client know you understand her and can help her. Let’s say your ICA wants a small, intimate wedding with 30 or so guests where the culinary experience leaves them gushing about her delicious menu for years. You know she’s a foodie and world traveler and values good manners that put people at ease rather than forcing formality on them. Some of your core content categories may be:
- Foodie delights curated from gourmet websites and blogs.
- Real weddings that showcase food and drink.
- Real weddings that showcase details that are sophisticated and worldly.
- Small weddings with a focus on guest experience, especially as it applies to food and drink.
The brand voice would be friendly, like a guide on the side, but also polite and well-mannered; think full sentences, proper punctuation, and limited emojis or exclamation points.
Now that you can see her in your mind’s eye, you can create a brand-brief document (which marketing agencies use all the time) and train your team, be it your niece or a dozen contractors in an advertising agency.
Plus, if you need to switch out freelancers or your niece goes off to college, your brand image and message stays consistent no matter who’s making and posting your ads.
Christie Osborne is the owner of Mountainside Media, a company that helps event industry professionals brands develop scalable marketing strategies that brings in more inquiries and leads. Christie is a national educator with recent speaking engagements at NACE Experience, WIPA and the ABC Conference.