Following a shift into the digital age, characterized by social media platforms and online marketing, the emergence of diverse sources of information has also taken root. The presence of online search engines such as Google and Bing has made almost any type of information available to users virtually. With the multitude of readily accessible information, the biggest problem lies in which source to place your trust in.
Social media sites like Facebook have witnessed a boom in the number of experts and gurus who offer information on creating Facebook ads, and other digital marketing techniques. However, the biggest downside with such gurus is that you often need to pay them to teach you the basics of Facebook marketing, but don’t learn how to integrate this marketing with your overall campaign. What most people do not realize is the basics of Facebook ads are available for free through Facebook Blueprint. The social media giant provides this document, and it contains everything you need to move from being a novice in Facebook ads, to an expert.
The advantage of using this outline is that upon completion, you will receive official certification. This paid certification is subject to the successful undertaking of an exam. Some users of Facebook Blueprint argue it does not encompass all niches, hence the need to enlist the services of a guru or consultant to guide you through the learning process.
Difference between a Consultant and a Guru
A guru is an individual who pushes affiliate links and sells courses or information products, while a consultant is an individual who sells strategies, services, and execution techniques that offer a return on investment. New marketing gurus seem to emerge on Facebook on a weekly basis, and as a beginner, it is important to read all the available materials to understand the core concepts and user interface of Facebook ads. This will help you decide if it is necessary for you to go on learning through the online content, or if you require a consultant.
Facebook and Google have made it very easy for you to spend money, believing in fluff metrics that offer no significant returns. This is why it is essential to have a handle on basic information, such as the difference between impression and post reach. Failure to do this will leave you with an air of false success. Experts argue that ad gurus only sell the information that is readily available online, while consultants guide you through the whole process, and offer you technical and financial marketing expertise.
Therefore, if you feel the need to spend your money, the best bet would be to go for a consultant as opposed to a guru.
How to Secure Clients as a Social Media Consultant
It is no secret that most business owners would rather pay someone else to do a job than acquire that knowledge themselves. The process can be time-consuming and extremely strenuous, so most opt to outsource digital marketing to trained professionals. This is the exact opposite of what should be happening; if you get a good consultant, it will be easier to have increased accountability and operational efficiency.
As a freelancer, landing a social media job may prove to be challenging. People focus on the client side of the equation, forgetting the technical and demographic aspects. By diversifying the services offered, you will display the ability to create a functional marketing campaign that will maximize on revenue generated.
If you are a freelancer who can back up your portfolio and experience with data and statistics, then you will be in high demand. Follow these steps to land a job as a social media consultant:
1. Identify a firm with an opening for a social media opportunity
The best option would be a company looking to fill the position of "social media intern", because this is an indicator of a small firm that does not have anyone charged with the responsibility of their online presence. This means the company's social media strategy does not get delegated to any specific person, so you will be able step in and show your worth.
2. Conduct proper research on that company
This involves gaining information on all their social media activities, as well as relevant officials such as the hiring manager. Having some knowledge of their social media strategy will assist you in devising ways on how to improve on it.
Doing research on the person responsible for the hiring decision will give you pointers on how to approach them when reaching out.
3. Make contact with the company's representatives
Formulate a politely-worded email that explains who you are, what you do, and what you have done, as well as the benefits you bring to the company. Be sure to explain your marketing plans in a clear and concise manner.
This is an effective strategy as it offers you more exposure by spreading your portfolio. It can grant you access to short-term jobs from the companies that choose not to work with you permanently, as well as long-term opportunities such as website management and online company profile creation. You’ll be able to work from anywhere, as long as you have a computer and dependable internet.
Importance of Online Paid Courses
Working with a consultant is beneficial because it will equip you with specific knowledge and experience in analyzing data, as well as ad optimization. However, this would not be viable if you do not know the right questions to ask. It is why it becomes fundamental to have some knowledge on Facebook ads that gets offered through free or paid online resources.
Understanding industry-specific terminology and market basics is important when creating a Facebook ad. It allows you to set out well-defined strategies, the role of these ads in your marketing campaign, as well as creating a comprehensive marketing plan.
As a marketing executive, it is critical to understand how online marketing fits into your overall advertising campaign. It needs to integrate seamlessly to ensure you do not waste funds, or jeopardize the success of your campaign. It is made possible through the use of structured online courses and training materials. The information offered by these resources, including consultants and gurus, is important because some of it may not be readily available in the Facebook Blueprint.
Online paid courses are highly structured, and the information gets divided into collective clusters that are easier to understand. The training is taken more seriously, and the presence of online communities adds to the learning experience. The courses will equip you with information on how Facebook works, as well as how to incorporate this knowledge of Facebook with sales funnels and direct response marketing.
Business owners invest and lose significant amounts of money because they concentrate on learning advanced targeting strategies, instead of key performance indicators. The value you offer your clients should not be based on the provision of free information which is available online, but on the proficiency of when and how to apply the knowledge in a separate situation. Most importantly, it lies in offering expertise on when not to utilize this knowledge.
It is important to note that when considering a paid course, the emphasis gets placed on the materials that will assist you in running a successful campaign on Facebook. Place your focus on trained professionals, and not on the training material gurus who only give information without explanation or actionable plan.
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