How to Know When You're Ready to Outsource Your Social Media
These days, social media isn’t an optional part of running a business. Like book-keeping, sales, and marketing, it’s a necessary part of building an enduring, sustainable brand. But just like other areas of entrepreneurship, you don’t have to do all of it yourself. Social media can be outsourced to free you up to focus on work that matters most to you, whether that’s driving sales or developing new products.
However, trusting someone else to handle your social media can be nerve-wracking. How do you know if you’re ready? Today, let’s look at what you need to know (and do!) before you make the decision to outsource your social media.
You Understand The Role Social Media Plays In Your Business
What's the reason you have a social media presence for your business in the first place? Is it a pure sales initiative? A community driver? A place to showcase products or do livestreams? Understanding the right time to outsource depends on having a clear understanding of why social media matters to you in the first place.
If you're uncertain, take a step back and ask yourself: what's the return on investment you’re getting from your socials? Sales? Engagement? Clicks to your website? Whatever the answer to that question is determines your focus, and that’s what you want your social media team to help you with.
Keep in mind, this ROI isn't always monetary. Maybe your social media accounts are acting like a digital storefront for your products, giving you a place to show what's new and what deals you have going on. Maybe your socials are a billboard for your products, hosting testimonials and reviews that give potential customers the confidence they need to make a purchase.
If you understand what your return on investment is, you'll be able to communicate that value-driver to an agency or freelancer and feel confident that they’re focusing their efforts on the metrics that matter most.
You Can Clearly Share Your Big Picture Messaging
Having great products and services is important, but it's also critical that you consider what your "big message" is on social media. What's the thesis statement that you want your customers and network to understand about why you’re in business in the first place?
For example, if you sell clothes in an online boutique, your big message isn't “we sell clothes,” it’s, “we help people feel their best” or “we make ethically-sourced clothes that support local artisans.”
If the product is what you want them to buy, the message is why they should buy.
Being really clear on your messaging is important, because you need to be able to communicate it to a third-party social media manager so they can accurately represent your brand. If you're not clear on this vision, then you're not ready to outsource your social media.
The good news is that you probably do know what your backbone "why" message is, you just need to write it down so that it can be shared. If you’re not sure where to start, open a word processor and do some stream of consciousness writing.
What are your brand's guiding principles?
Why do those principles matter to you?
Why did you open your business?
How do you want customers to feel when they use your product or service?
Write it all down, then organize your thoughts into a mission statement document that you could share with a new team member or agency. Having a framework for conveying your messaging will give your social media support team everything they need to convey not only the value of your product, but the values of your company.
You’ve Considered the Practicalities
One thing to consider before outsourcing your social media accounts is a few of the practical considerations.
For example, you need to know what your budget is. Your budget will help you decide what type of outsourced resource will work best for you. There are two common avenues for this: you can hire an in-house manager, or you can go with a full blown agency.
If you hire an "in-house" person, they're fully dedicated to your work. That may result in a lower cost to you, but expect a longer term commitment. After all, hiring a dedicated social media resource means bringing on an employee or contractor, and if you haven't done that before, there's going to be some up-front work in terms of training and payroll.
On the other end of the spectrum is working with an agency. An agency supports multiple businesses with their social media profiles, but as a result they have an established process for handling onboarding, goal-setting, and metrics. You can get up and running faster, but the cost might be higher overall.
Finally, remember that with any transition, there's an adjustment period you should be prepared for. Going from running everything yourself to handing the keys of the castle to a third party can be anxiety-inducing and a little strange. There will be some back and forth as you gather logins, dig up brand guidelines, and decide on tone and voice. This stuff takes time and effort, but if you’re prepared to put the work in, you can cultivate a productive and mutually beneficial relationship with a social media manager that can last for years.
Imagine your life without having to manage your own socials. What would you use that time to do? What initiatives and revenue-drivers would you focus on? Do a little daydreaming as part of your decision-making.
If you're ready for everything we talked about today, then it's time to start considering outsourcing your social media. Though outsourcing comes with cost, the return on investment for your business could be just what you need to take your sales to the next level. Weigh the pros and cons, think about the long-term, and give it a shot! You can do this.
Connect with Andréa Jones, Online Drea
Andréa Jones is fiercely committed to helping businesses and podcasters build profitable online communities through simple social media solutions. She's the host of the Savvy Social Podcast, creator of the Savvy Social School, and named one of Social Report's top marketers to follow.
Website: www.onlinedrea.com
