Why you shouldn’t use an Agency for your Social Media
Sounds like a great idea, doesn't it? Getting someone else to post to your social media accounts for you? I mean, they’re an agency, they know what they’re doing, right?
Well, not always. For a start, let's not confuse ‘Agency’ with ‘person with a paid Canva account’. Those two are most CERTAINLY not the same thing. An agency has half a chance at catching some eyes and creating some interest. The Canva Account wannabe just sits on the couch their laptop, watching telly and stacking posts and posts and posts into their little scheduler. It’s just a sausage machine. If you want “a social media presence” then this will kind of do the job. However, if you want your social media to actually work for you and translate into more clients, more conversions, and a better reputation - I’m afraid there’s only one person that can do that, and that’s you.
Back when Dermace was starting out, Social Media hadn't really settled down. You had the main platforms, but if was mostly Facebook. Twitter has never been big in our industry, and TikTok was just a glimmer in the eye of the Chinese Communist Party at that point. Instagram came along a lot later on, but by that time it wasn’t just about followers, or post count, or likes. If you really wanted to see results, you had to understand, and react to, your metrics. IG calls them Insights, Facebook has some other name, but the simple version is: who is looking, when are they looking, and what are they clicking on.
If you don’t know those things, you may as well just use Janice and her Canva account. You’re just shouting into the void with no way of knowing if any is there to hear you.
I quickly figured out that posts from Sunday morning onwards needed to be about Training. About new starts, about taking control, and about self-improvement. From about Wednesday evening onward I’d post about success stories and advanced training for pros - until the cycle continued on Sunday morning.
I used this cycle because I had learnt through trial and error what my audience wanted and when. I almost started to form a theory about the week in a life of a 25-40 year old female who was into beauty and aesthetics.
Who wants to hear about a new training course on a Thursday night? You’d be tired and worn down by work. The only thing on your mind was the weekend! But as soon as the weekend was looking a bit used-up, your self confidence and enthusiasm really WOULD react to a fresh start and a new career! You be dreading the Monday morning grind, and you’d be SO interested in being your own boss. And there was my Social Media post, ready to catch your attention.
By mid-week, I was targeting trained techs with posts about improvement, support, and development. Maybe they’d had a tough week and needed help? Maybe they had a great week and wanted build on that success….
Either way, your posts have to hit the mark. The only way to make that happen is by watching the insights, the metrics, the responses.
