Social Media Marketers: Are They Worth It?

A Beginner’s Guide to Social Media Marketers

Are you a business owner struggling to make your mark online? It’s probably time to consider hiring social media marketers. But what exactly do they do, and how do you find a good one? Let’s explore how these pros can transform your business and propel your brand to new heights.

Sarah, owner of “Sarah’s Scrumptious Sweets,” a local bakery nestled in Atlanta’s historic Grant Park neighborhood, was facing a problem. Her delicious cupcakes and custom cakes were a hit with locals, but her online presence was virtually non-existent. She had a Facebook page with a handful of likes and an Instagram account gathering digital dust. “I just don’t have the time or the know-how,” she confessed to me over a (delicious) red velvet cupcake. “I’m busy baking!”

That’s where social media marketing comes in. These professionals are more than just avid social media users; they are strategists, content creators, data analysts, and community managers all rolled into one. They understand the nuances of each platform, from LinkedIn to TikTok, and know how to craft compelling content that resonates with your target audience. For example, understanding how to hack the TikTok algorithm is crucial for reaching a wider audience.

So, what exactly do social media marketers do? Their responsibilities typically include:

• Developing a Social Media Strategy: This involves defining your target audience, setting goals (e.g., increasing brand awareness, driving website traffic, generating leads), and choosing the right platforms.
• Creating Engaging Content: This could include writing blog posts, designing eye-catching graphics, producing short videos, and curating relevant articles.
• Managing Social Media Accounts: This means scheduling posts, responding to comments and messages, and monitoring brand mentions.
• Running Paid Advertising Campaigns: Platforms like Meta Ads Manager and LinkedIn Campaign Manager offer powerful targeting options to reach specific demographics and interests.
• Analyzing Data and Reporting on Results: Tracking key metrics like engagement rate, reach, and website traffic to measure the effectiveness of your campaigns.

Back to Sarah. We decided to focus on Instagram and Facebook to start. Her target audience was primarily local residents within a 5-mile radius of her bakery. We knew visual content would be key, so we focused on high-quality photos and short videos showcasing her delectable creations.

One of the first things we did was optimize her Instagram profile. We updated her bio with a clear description of her business and a link to her website. We also started using relevant hashtags like #AtlantaBakery, #GrantParkEats, and #CustomCakesAtlanta. We also made sure her business was correctly listed on Google Business Profile, which helps with local search.

Content creation was the next step. We started posting daily photos of her cupcakes, cakes, and other treats. We also created short videos showcasing her baking process. We made sure to use high-quality lighting and editing to make the content visually appealing. For example, a video of her decorating a custom birthday cake, set to upbeat music, garnered over 5,000 views in just a few days.

We ran a small Facebook ad campaign targeting users within a 3-mile radius of her bakery who were interested in baking, desserts, and local businesses. The ad featured a photo of her signature red velvet cupcakes and offered a 10% discount for first-time customers.

After the first month, Sarah started seeing results. Her Instagram followers increased by 25%, and her website traffic doubled. She even received a few orders through Facebook Messenger.

However, it wasn’t all smooth sailing. We ran into a snag when a local food blogger posted a negative review of one of her cakes. We quickly responded to the review, apologizing for the customer’s experience and offering a full refund. We also invited the blogger to come back and try another cake on the house. This proactive approach helped to mitigate the damage and even turned the situation into a positive one.

Now, how do you find the right social media marketer for your business? Here are a few tips:

• Define Your Goals: What do you want to achieve with social media? Are you looking to increase brand awareness, generate leads, or drive sales? Having clear goals will help you find a marketer who is a good fit for your needs.
• Check Their Portfolio: Look for examples of their previous work. Do they have experience working with businesses in your industry? Do their content and strategies align with your brand?
• Ask for References: Talk to their previous clients to get a sense of their work ethic, communication skills, and results.
• Assess Their Knowledge: Do they understand the latest social media trends and best practices? Are they familiar with the various social media platforms and their advertising options? Don’t be afraid to ask them technical questions.
• Consider Their Personality: Do you get along with them? Do you trust them to represent your brand? This is a long-term relationship, so it’s important to find someone you enjoy working with.

I had a client last year who hired a “social media expert” based solely on their low rates. Big mistake. The “expert” ended up posting irrelevant content, ignoring customer inquiries, and ultimately damaging the client’s brand reputation. It cost more to undo the damage than it would have to hire a qualified professional in the first place. Learning from social media fails can save you money and heartache.

A IAB report found that businesses that invest in social media marketing see an average return of $4.81 for every dollar spent. But that ROI depends heavily on the quality of your marketing efforts.

So, what happened with Sarah? After six months of working together, Sarah’s Scrumptious Sweets saw a significant increase in online visibility and sales. Her Instagram following grew by over 200%, and her website traffic tripled. More importantly, she started receiving a steady stream of orders through her website and social media channels. We even expanded her paid advertising campaigns to include Google Ads targeting local searches for “custom cakes Atlanta.”

We tracked everything using Google Analytics, Meta Business Suite analytics, and custom reports. We found that organic social media efforts drove about 40% of her website traffic, while paid advertising accounted for the other 60%. The average order value from customers who found her through social media was 15% higher than those who found her through other channels. For more on this, see our article on Atlanta small biz social media ROI secrets.

Sarah was thrilled with the results. “I never thought social media could have such a big impact on my business,” she said. “I’m so glad I hired a professional to help me navigate the online world.”

One thing I will say that nobody tells you upfront: it takes time. Don’t expect overnight success. Building a strong social media presence takes consistent effort, patience, and a willingness to experiment. You need actionable marketing, not just viral dreams.

Don’t be afraid to invest in professional help. A skilled social media marketing expert can help you develop a winning strategy, create engaging content, and drive real results for your business.

Don’t let your business be the best-kept secret in town. Invest in social media marketing and watch your brand flourish. It’s not just about posting pretty pictures; it’s about building relationships, driving conversions, and achieving your business goals. Your next customer is online right now – are you ready to reach them?