Finding a social media marketer that fits your business isn’t easy.
You have to find someone at the right level for your business.
If you’re a micro-business, you probably can’t afford agency rates. Both the hourly rate itself, and the cost of the extra service you are going to get from different specialists inside the business.
For example – a graphic design may design your ads, a copywriter may write them, and a social media manager might set them up and monitor them.
If you’re a micro-business, you might work with a freelancer instead.
Sure, you don’t have access to the expertise of trained specialists in a variety of roles, but you also don’t have to pay for the water cooler conversations they need to have to be across your account.
You deal with one person, a freelancer, who translates your objectives and strategy into tactical ads that will lead new customers to you. We hope.
The trouble is, it is very hard for your to choose who to work with.
Not only is this costing your money, the wrong decision is also costing you potential missed sales. An opportunity cost, if you will.
Make no mistake simply choosing to go with an agency doesn’t protect you from a bad decision either. Price is not necessarily correlated with quality in the marketing industry.
Which begs the question – how do you choose a social media marketer to help you with your tourism business ads? Or, do just learn to do it yourself?
Let’s cover some of the dos and don’t when you’re looking to hire someone to help.
See examples of their work.
But don’t judge it on how it looks, or whether you like it or not. You are hiring someone because you recognise that you are not an expert at this. Your lack of expertise to do the job, also makes it impossible for you to judge a good job when you see one. Sorry. I’m just being honest.
See examples of their work – results. You might not get specific examples. I wouldn’t necessarily show you which customers I work with, what they’ve invested in ads, and what result it had on their business.
Ask them to describe some campaigns they ran and the results they achieved. Ask them to generalise about what you should expect for cost and reach. If self-proclaimed social media marketer can’t hold a conversation, with specifics, about reach and budget, they don’t have the experience you may be looking for.
If you’re looking for inexperience, are getting a cheap rate, and you’re happy to take that risk, then that’s cool too.
Cheap is just that. When you work with someone more expensive who justifies their rate (hourly or project) through the quality of their work and demonstrable results, the real cost of cheap will be put into perspective.
Just know what you’re getting into.
Do make sure they’re asking the right questions. For example, no one has the information they need to run ads for your business without knowing your objectives. If they don’t ask about objectives they don’t know how to structure campaigns and shouldn’t be managing yours.
Bonus points if you’re working with someone who asks for strategy documents, your brand book (or style guide) and your marketing strategy before they get started as well.
NOTE: If you don’t have a brand strategy or marketing strategy right now, don’t stress. But do make sure you start reading the articles available on this site. Because without strategic direction, tactics (these Facebook Ads for example) are just white noise.
Do give them time to learn about your brand and your customer. They will trip over occasionally. I still do and I’ve been doing this for over a decade. It might be a single word they use that is ‘off brand’. A logo on a T-shirt of someone in the image they use can’t be used.
There are many things that take some time to iron out. If you pick a good social media marketer, they’ll have the skills to avoid any possible issues but also to navigate quickly through any bumps n the road.
Someone working specifically in your industry does mean they are the best choice for your business.
It’s a typical strategy for marketers to choose a niche to attempt to look more appealing to someone. I’d encourage this. If they stay in the industry long enough, they are sure to accumulate more experience about that industry and hopefully become more effective for their future customers.
Are they ready for your business right now? That’s a different question. Defer to the ‘Dos’ above on how to filter them out.
Don’t sign a long term contract. If someone is trying to get you to commit to greater than 3 months for anything, in my opinion, I’d be running the other way.
Commitments forced by contract wreak of trying to lock you in without the need to be accountable for results.
When you do choose to work with someone, try not to meddle with their work too much.
Sure, converse about what you like and don’t. If something is off-brand let them know. But don’t micro-manage the ads themselves. If you do, you can’t expect to hold them accountable for results.
Give them the space they need to demonstrate their knowledge, and capacity to deliver results. You’ll find out pretty fast if those results are matching the expectation they have set.
Most importantly, don’t commit to any spending you can’t maintain for at least 2-3 months. You need to accumulate results and run enough ads to test what is working and what isn’t. You don’t need to spend $100 a day to do that.
Ten dollars a day is enough for a small tourism business like yours to reach enough people to see results and get the data you need for decision making.
If the return is there, ramp up the ads.