Did you work in a marketing role before launching your own social media business?
A lot of social media pros we meet didn’t.
But it’s not their ability or knowledge of the social media landscape that holds them back, it’s their mindset.
We work with hundreds of hugely talented social pros who suffer from Imposter Syndrome – that nasty condition that convinces you everyone else is better than you.
We also hear from people who are too afraid to up their prices because they worry they won’t find clients who will pay.
But the truth is, when you start to think and act like a professional social media marketer, you’ll attract the kind of clients who are looking for a premium service and you’ll be able to increase your rates to reflect this.
Here are our top tips on how to think and act like a professional social media marketer.
1. You prioritise your own business
The first step towards attracting higher-paying clients is to treat your own business as though it deserves them!
This means you’re clear on who your dream client is – and isn’t. You have robust systems and processes in place and – yes, we’re saying this again – you’re active on your own social channels.
When you position yourself as an expert in this way it’s clear to everyone – wherever they find you online – who you work with and the value you can bring to their business.
Having a clear customer journey means you’ll build a solid reputation and attract clients who trust and respect you. And won’t quibble over the price.
2. You create customer-first content
Whether you’re marketing your own business, or someone else’s, a key part of thinking and acting like a professional social media marketer, is understanding audience psychology.
You’re able to really get under the skin of your dream client and, in turn, their customers. You know what motivates them, what makes them click and how and why they’re using their preferred social channels.
This knowledge allows you to create customer-first content. In other words, you create content that gets the audience to react in a way that meets your goals.
3. You lead with a strategy
The word ‘strategy’ is thrown around a lot in marketing. And there is a good reason for that – it’s really, really important.
And it goes a long way to proving you're a good marketer. If you're working to a strategy – and not just popping posts out willy nilly like some social media managers – you’ll quickly win your client’s trust and confidence.
A strategy puts you and your client on the same page. It shows you understand their business and their goals and have a clear plan on how to get them from A-B.
What’s more, a strategy incorporates all you know about audience psychology and enables you to use this to adapt your tactics at a moment’s notice.
4. You understand the marketing pathway
Not all businesses are at the same stage when it comes to their social media marketing. Their goals and objectives will be different and they don't all need the same things.
Being able to recognise this and provide a bespoke service – which meets your client where they are – will really set you apart.
What you do for a client who is at the beginning of the pathway will, of course, be significantly different from the deliverables for a more established brand. This means you can adapt your pricing structure accordingly.
5. Think big
We know it can be super scary to switch your messaging to attract higher-paying clients, especially if you think you might lose the ones you’ve already got.
But we really encourage you to do it because we know it will pay off in the end.
So often we see social media managers worrying about people who are charging less than they are. But a scarcity mindset isn't helpful and leads you to reduce your fees and work with clients who aren’t right for you.
Stop worrying about people who are charging less than you and pay attention to those who are charging more. If you are thinking like a marketer, you can charge more and work with better clients.
Good social media managers who work with a strategy, understand audience psychology and meet their clients’ goals are few and far between.
And not all businesses want the cheapest option either. In fact, many will be put off by it.
What they really want is the best services they can afford at that time and there are plenty of businesses with big budgets and ambitious dreams.
Which means there’s a whole world of opportunity out there waiting for you.
What next? Read How to beat Imposter Syndrome: A guide for Social Media Managers