Evolving Social Media Management Strategies: Lessons from Starting My Own Business
Establishing a social media management business has been a unique and enlightening experience. As a seasoned-ish business owner, my foray into this realm has revealed that effective social media management transcends the mere creation and posting of content. It's about comprehending each client's objectives, devising strategies harmonizing with these goals, and perpetually honing them to enhance outcomes.
From Content Creation to Strategic Management
As a social media manager, I oversee the creation, curating, and distribution of content to meet clients' goals.
One of the most valuable lessons I've learned is the importance of long-form content (like this blog) as a foundation for all social media strategies. Creating a single piece of long-form content can be incredibly efficient, whether it's a detailed blog post, a YouTube video, or a comprehensive newsletter. From there, I break it into shorter, bite-sized pieces optimized for various platforms.
For example, I can take key points from a video and turn them into Canva carousels for Instagram or transform sections of a blog post into quick tips for TikTok. This method ensures that my clients' messages are consistent and far-reaching across multiple channels.
Tailoring Strategies to Client Needs
One critical insight I've gained is that social media strategies must be tailored to each client's goals. No two clients are the same, and their social media management plans shouldn't be either. Understanding and aligning with your client's unique goals is the key to a successful social media strategy.
For instance, one of my clients is a local business looking to build a loyal, repeat customer base. Their social media strategy is focused on community engagement and driving foot traffic. We prioritize creating content that resonates with the local audience — showcasing promotions, highlighting community events, and fostering a sense of connection.
On the other hand, I have another client whose primary goal is to leverage social media to create passive income streams. They already have a steady customer flow but want to use social media to build an online brand presence that generates income without their constant involvement. This requires a different approach, focusing more on educational content, online products, and affiliate marketing opportunities.
The Power of Newsletters and Long-Term Engagement
One of the most successful long-form content strategies I've implemented is creating newsletters for clients. Newsletters sent every other month are a powerful way to maintain a consistent presence in clients' inboxes.
These newsletters are a gentle reminder that the business is still there, offering value to the recipient. They've sparked responses like, "Oh, I need to book an appointment," or, "I've been meaning to check that out." More importantly, I can repurpose newsletter content into shorter pieces for social media platforms — turning key insights or updates into Instagram posts, Facebook updates, and TikTok videos.
I've seen a direct benefit from these newsletters. They've driven engagement for my clients and brought in inquiries for my social media management services. In fact, I'm currently working on gathering data to quantify the sales that can be directly attributed to these newsletters. It's exciting to see tangible results from this strategy.
Continuous Learning and Data Analysis
Measuring success in social media management is an ongoing learning process. I've come to accept that even if a post doesn't get many views or comments, it's still a learning opportunity. I analyze each post's performance to understand what resonates and what doesn't.
Understanding how different platforms interact with each other is also critical. For example, how does content on TikTok impact Instagram engagement? How do Facebook and Instagram algorithms relate to each other? These correlations are essential for optimizing strategies.
I identify trends and adjust my strategies by consistently reviewing past performance data. What was effective six months ago might not yield the same results today, underscoring the need for adaptability and flexibility. Success in social media management is about embracing change and constantly evolving.
TL:DR: Embrace the Learning Process
Starting a social media management business has been a journey of trial and error, learning and adapting. I've discovered that success isn't just about creating content — it's about understanding the nuances of each platform, tailoring strategies to client goals, and continually analyzing performance to improve.
My advice for anyone looking to get into social media management is simple: Start with long-form content and break it down. Learn from every post, every campaign, and every client interaction. Social media management is an ever-evolving field, and the key to success is staying curious, adaptable, and committed to growth.
