Why You Should Outsource Social Media Marketing
Ready to outsource social media to someone else? Not sure if it’s the right step or not?
Outsourcing social media doesn’t mean it’s completely hands-off or becomes impersonal. An experienced social media marketing team will be able to make personable, on-brand content that reflects your company, values, and personality. It’s not just about your official profiles, either. At Social INK, we also work on personal profiles as well as business ones. Your CEO’s online presence can be as important to your brand as your company profile is!
So, if you’re still managing your own social media, here are a few reasons why you should outsource.
Why You Should Outsource Your Social Media
Social media can be used to grow your business, provide even better customer support, build your network, track what’s been said about your brand, and more.
Overall, good social media marketing takes time. And every business will come to a crunch point, where you’ll run out of time to work on social media in favour of working on your actual business. You need an active social media presence that’s running well even when you get busy with orders, are away on a business trip or holiday, are providing your service, are negotiating with suppliers, and even just spending time with family and getting some much-needed sleep!
Outsourcing social media means you can get back to the actual business of running your business, and work on the things only you can work on.
Social Media is Vital
- Only 17% of mainstream companies have the knowledge and skills to support marketing ops. (source)
- Doing well on social media pays off. Literally. 43% of 18-24 year olds follow brands because they are interested in buying their products. (source) But it’s not just for younger audiences: people aged 55-64 are more than twice as likely to engage with branded content than those 28 or younger. (source)
- Your competitors do it – so you can’t look like you don’t exist, if people try to find you online. 91% of retail brands use 2 or more social media channels, and 81% of all small and medium businesses use some kind of social platform. (source)
Social Media Needs Dedicated Time
- 78% of people who complain to a brand via Twitter expect a response within an hour. (source)
- 96% of the people that discuss brands online do not follow those brands’ owned profiles. Monitoring your replies/comments isn’t enough. You need web-wide monitoring. (source)
- 77% of Twitter users report feeling more positive about a brand if their Tweet has been replied to. (source)
Social Media is Effective
- 73% of marketers believe social media marketing has been “somewhat effective” or “very effective” for their business. (source)
- 54% of social browsers use social media to research products, e.g. by looking for reviews or recommendations. (source)
Why You Should Outsource to an Agency
When you outsource social media you have a few options: an apprentice or intern, splitting it up amongst other team members, growing an in-house team, getting a freelance social media manager, or hiring a specialised agency.
In fact, going through those options one-by-one is a common mistake in social media marketing.
Even though it’s at the end of the list, don’t assume that a social media marketing agency is out of your budget. The price should scale as your needs do. For example, as a nimble remote team, we don’t have the unnecessary overheads of a brick-and-mortar office. Our costs are appropriate to the level of support our clients need, not based on costs that aren’t directly related to their business needs.
And if you’re not ready to outsource the day-to-day production of your social media, you can still get the benefits of professional experience through marketing coaching or overall digital marketing consultancy.
Your marketing costs aren’t an expense, they are an investment: the better your team, the better your results, and the better your return on investment.
Other factors make working with an agency easier and more efficient:
- A team can collectively be more specialised, so you’re getting quality service and not ‘master of none’ Jack-of-all-trades support.
- Multiple team members will be able to help, so you won’t get service disruptions because of staff training, or when a manager goes on holiday or gets sick.
- The collective experience of a team will make them better able to spot mistakes before they happen, assess risks, provide suggestions from a diverse range of perspectives, and build your network with pre-approved suppliers and providers.
What Outsourcing Social Media CAN’T Do
That said, outsourcing your social media isn’t a magic trick. There are a few common “problem areas” that businesses might mistakenly try to solve by outsourcing their social media. Here are things outsourcing CAN’T do:
- Fix a bad business plan
Your social media marketing markets your business. Obvious, right? The best social media marketing can’t fix a bad business plan. If you don’t understand your audience, don’t have the right services, don’t have USPs… You can’t fix that with a tweet. Spend time on business basics first.
- Fix a bad strategy
If your business model is sound, social media still can’t fix a bad strategy. It CAN be used to pivot and perfect a strategy, but it won’t work if your marketing plan needs work overall. (This is why we work with clients on their strategy and overall goals before we start working on the day-to-day social media content.)
- Be your sole marketing channel
Yes, social media is accessible. Yes, the reach is huge. But you can’t expect social media to be your sole marketing channel. You’ll get the best results by building an overall content marketing plan and supporting your efforts with PR, word-of-mouth, networking, and other channels. All of these channels come TOGETHER to build a business, and none of them work well for long, if at all, in isolation.
Get Free Help
If you don’t already know how to make social media work for your business, hiring anything less than an experienced strategist will be like the blind leading the blind. Delegating social media to an intern or virtual assistant won’t get you the results you’re looking for, unless you already have an effective strategy in place.
Not sure where to start? Struggling to get results? We offer a no-obligation social media audit and consultation so you can get bespoke actionable advice for free.