You’re social media savvy and
looking to start something new. You are constantly encountering businesses,
both large and small, that desperately need help in growing or maintaining
their online presence. The need is tremendous. The opportunities are
there. You’ve thought about putting your skills towards being a social media
consultant, either full time or as a way to earn a little extra money, but have
no idea where to start.
Before you quit your day job,
here are FOUR basic things
to consider when jumping
into becoming a Social Media Consultant:
Decide on a Focus
Social media consultants run the
gamut from those who define strategy to those who implement it or build systems
to maintain it. There are coaches, community managers, researchers, and
technologists. The trick is finding what YOU have to offer and putting it out
there. Is there a need your skill set and if so, where? What services would you
like to provide? What sets you apart?
Last week, I counseled a college
friend who recently started her own social media agency. She comes from a
unique background and has access to some incredible data. I was all, “LEVERAGE
it”. She was so caught up in being part of the wave that she didn’t realize
that the key to success is not
being like everyone else. There is a demand for smart, motivated, and
innovative people in social media. You just have to know how and why you can
help.
Find Potential Clients
Who do you know who could benefit
from your skills? Are you part of any groups or organizations whose social
media presence could use a jump start?
Your next big decision as a
social media consultant is to determine who to target… and no, it is not
“everyone” or “whoever needs my help”. If
you try to reach everyone, you will reach no one. Begin with one
area that interests you, whether it’s fashion, travel, technology, green
living, or your local market. Learn everything you can about that niche and
target those types of businesses. Over time, you can branch out and leap into
other areas of interest, but it’s wise to keep you focus small while you are
and grow as the opportunities arise.
Let’s say you want to specialize
in running social media for local children’s boutiques. Find ones in your area
and talk to them about their marketing needs. Don’t try to sell them on your
services right away. Instead, chat with them about what’s working and what’s not
in their business. Ask them about their day-to-day pain points, long term
goals, and current tactics. Be the expert in that niche!
From there, create a one-page on
your services, specially addressing common marketing concerns, needs, and
opportunities in that target market. Then, go back to them with your pitch.
Another way to find clients is to
offer seminars or classes. Develop content and materials on social media and
put them in front of people who most need your help. Seek out and offer to
speak at conferences or industry events within that niche.
Networking within your own
industry is awesome. It can be amazing and inspiring and comforting. It’s being
with your tribe, understanding where you are coming from, and getting the punch
line. But… your chances of finding your next new client in a room full of
marketers, mavens, and gurus are slim to none. To find clients, look into your
network and then reaching just slightly beyond. Be prepared to leave your
comfort zone and take risks.
Determine What to Charge
Pricing is tricky since it
depends on many factors— type of client, scope of work, duration of project,
etc. Social media consultants typically charge anywhere from $15 to $250 an
hour, which is a huge range. There is a delicate art to pinpointing the exact
amount that you are willing to accept and that client can afford. Charge too
much and the conversation could come to a screeching halt. Charge too little
and you may not be taken seriously. The best way go about it is simply to
ask the right questions and be willing to be flexible.
Consider what is being asked of
you and what type of experience you bring. Hourly work or short-term projects
should be charged at a fairly higher hourly rate. If a client is willing to
retain you over several months, then offer a lower hourly rate in exchange for
the guaranteed paycheck. Perhaps the work is something that you can do fairly
quickly because you’ve done it before. Don’t forget your knowledge is
just as valuable as your effort and your time. In that case, charge a project
fee instead of an hourly rate, and figure out how to grow it into a long-term
role.
Expect to charge little or
nothing for your first clients, not that you have to reveal this to anyone
else. Pricing is considered proprietary information and the value of
every client is relative. What you are earning with your first clients is
experience and the ability to point to a success story in order to attract
future clients. The long term goal for your business ought to include
transitioning to higher-paying clients, but in the short-term, your focus needs
to be on getting off and running. Once you have been established and have
gained enough experience, you can (and should) increase your rates.
Refine Your Sales Pitch
Have you ever met a person who
was so caught up in telling you all about themselves that they don’t ask a
single question about you? They go on and on trying to convince you of how
great they are that they don’t ever bother find out if you care. Chances
are you never want to talk to that person again… much less trust your brand
with them. Don’t be that person.
The art of a great pitch isn’t
about making a sale, it’s about finding a solution… and you will never know
what you are trying to solve unless you are willing to listen. Listen intently
to the client’s needs. Speak clearly and concisely about what you offer and the
expected results. Provide best practices and measurable results. If they are
interested in learning more, the conversations will naturally continue.
Most important, make sure you own
online presence is targeted, on point, and highly polished. Be yourself, but
also share pertinent discoveries, statistics, or articles on social media.
After all, what you are truly selling as a consultant is yourself
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