As you probably know (well, I hope you do!), I switched the focus of my business from social media management to social media training several years ago now. However, I still retain a small portfolio of management clients who I love working with, and I still get the odd enquiry from new prospects. I had one such call just the other week. Let me tell you about it.
This was a business owner who’d been paying a Virtual Assistant (VA) to manage their social media for two years and had seen no results from their online activities to date. So, unsurprisingly, they were looking for a new service. We duly discussed fees and charges, as you do, and I was told in no uncertain terms that I’m ‘too expensive’. (I disagree, but that’s by the by for now!)
OK, I said. Tell me what your average Customer Lifetime Value is, i.e., the amount of revenue you can expect to earn from a client for the length of time you work for them. They gave me a figure of several thousand pounds plus. My next question to him was: why aren’t you willing to invest a tiny proportion of that amount each month in finding not just one new client, but potentially lots?
You may wonder where I’m going with this blog, but bear with me. The point I’m trying to make is that, whether or not you choose to outsource your social media activities, you (a) can’t expect results overnight and (b) it will take even longer if the account had previously been neglected. It’s not a quick win and you’re looking at an investment time of at least six months. And that’s if you’re working with someone who knows what they’re doing. Which, sadly, tends not to be the case with VAs who usually specialise in admin, not marketing.
My advice to business owners these days is not to outsource if you can avoid it. If you genuinely lack the time, inclination or skill then it may be a good idea, but make sure you find the right provider who can do a good job for your business. You need to ask them the right questions during the vetting process, such as whether they have any experience in your industry sector and (critically) what levels of success they’ve achieved for other clients.
Having said that, even if the provider is brilliant at what they do, there’s no substitute for doing it yourself. No one knows your business or your clients like you do. And it’s YOU that your clients want to build a relationship with, not your social media manager. By running your own accounts, you’re in the perfect position to create, build and maintain long-lasting meaningful relationships with clients that minimise churn and maximise CLV.
It also means that connections who aren’t yet clients will remember you if they need your service in the future. To give another example, I connected with my nail technician on Instagram four years ago. When I needed a new provider a couple of years ago, I went straight to them – and I still use the same provider today. With regular work at £30 a go, that’s a good CLV, and it’s set to continue as I’m very happy with the service provided. (In fact, I’ve just had my nails done in anticipation of my long-awaited summer holiday!)
The second point I’m trying to make here is that social media was originally known as social networking. Just as you’d put contacts in place at your local networking group who might approach you for services in the future, or recommend you to others, social media can do the same for your business if you use it correctly. And that’s exactly what I can help you do, whether you’re looking to upskill yourself or want a member of your team to take over your accounts.
So, if you’d like a free, no obligation chat about how you can create a consistent social media message on your platforms, create engaging content and communicate effectively with your followers, please get in touch.
If you decide to go ahead with my social media mentoring, training or coaching services (you’ll find out more about these options, and more, at my website), I can almost guarantee you’ll get your money back in six months. Now that’s a worthwhile investment!