Why your small business needs to outsource social media

Are you wasting your precious time as a business owner managing your social networks? Claim back your time..

Big brands have the luxury of delegating their social media activity to specialist agencies, leaving them free to concentrate on the important business of growing that bottom line. But outsourcing social media needn’t be exclusive to the big boys.

Small businesses can enjoy the same benefits. Using an external agency, freelance marketing consultant, or VA as your social media manager will free up crucial hours every week; Time you can use to focus on the operational side of growing your business.

Why outsource social media management?

There are literally billions of people worldwide using social media on a regular basis. Its benefits as a marketing tool are indisputable. Businesses who take advantage of this can interact with and attract new customers, using the right strategy.

64% of marketing teams report spending six or more hours each week on social media! For a small business owner who is already spending most of their time on business development and operations, finding spare hours to strategies and dedicate to social media can be difficult.

That’s why outsourcing your social media management to a knowledgeable third-party is so important – it can take one key business-building task off your plate.

What can you outsource to a social media manager?

Social media is more than just posting a few messages to Twitter, Instagram, Facebook and more. Here are a few tasks an external social media manager could take care of above and beyond simply posting messages:

  • Social media strategy – including posting frequency, types of content, keyword research, influencer research etc;
  • Set-up and branding of new or existing social profiles – consistent branding and voice across all your channels is crucial;
  • Following relevant industry influencers or potential business customers/clients;
  • Content marketing – helping to develop your own original images, memes, articles, blogs and resources that can be promoted on social media;
  • Newsletter marketing – a round-up of your company news and most popular social posts and interactions.

A good social media manager will learn (or already knows) your industry or niche and help manage your social and online marketing channels. This will help you attract the right kind of followers who could be potential customers or partners for your business.

When you find an agency or freelance social media manager you want to work with, they’ll review your social profiles and recommend a strategy to improve your following and engagement rate. You may discuss some or all of the following:

  • What is the profile of your ideal customer?
  • Do you have any existing keyword research or SEO research done for your business?
  • What platforms do you think your customers frequent?
  • What’s your budget for social media?
  • Do you have any internal resources or budget to produce graphics, e-books, whitepapers, guides or other content marketing materials that can be promoted on social media?
  • Do you have a list of customer email addresses?

Your social media manager will probably suggest focusing on a couple of social platforms at first. You don’t need to participate in all of them right away (that’s just impossible for many small businesses).

Once you pick a few of the most important ones for your niche, you’ll need to consult your budget and, with your social media manager, decide on the following goals for each platform:

  • How many original content posts do you want each week? (content promoting your business, or sharing a DIY or tip);
  • How many curated content posts/shares do you want each week? (content that you re-post or share from relevant third-party sources);
  • How many new followers do you hope to earn each week? (set a realistic goal for how many new, targeted users you want to gain each week/month).

Ongoing work with your social media manager

Of course, when working with any external business consultant you’ll need to keep them apprised of your business happenings, so they can respond and plan social media accordingly. This might include:

  • New or discontinued products and services;
  • Changes to company address or hours;
  • Special promotions or contests;
  • News about important new hires or team members;
  • Recalls or potential negative press you’ve received;
  • Links to articles, blogs or places where your company is profiled;
  • Events or conferences you may be attending.