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I used to run a segment called Real Talk Tuesday, where I shared the raw truths of marketing in a respectful way. I believe that “you don’t know what you don’t know,” and I think it’s time we dive into a couple of topics that need addressing.

 

In this episode of the Simplified Marketing Podcast, we dive deep into two critical topics in social media management and content creation: ready-made content and the client onboarding process. Let’s explore the importance of authenticity in marketing and the essential steps for a smooth onboarding experience.

 

In this episode, I chat about:

• Why using generic content can harm your brand
• The significance of a unique brand voice
• The process of extracting personal brand elements during content creation
• The importance of cohesive messaging across social media and websites
• Common misunderstandings in onboarding expectations
• Importance of clear communication between client and social media manager

 

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We are pulling back the curtain on what happens behind the scenes in social media management and content creation. Trust me, there’s much more to it than what meets the eye.

 

I used to run a segment called Real Talk Tuesday, where I shared the raw truths of marketing in a respectful way. I believe that “you don’t know what you don’t know,” and I think it’s time we dive into a couple of topics that need addressing.

 

Real Talk #1: Ready-Made Content

 

Let’s kick things off with ready-made content. I’m sure this will ruffle some feathers, especially among my bookkeeper and accountant friends, but it’s time to have an honest conversation. Using generic content is hurting your business.

 

What is Ready-Made Content?

 

Ready-made content is essentially pre-packaged graphics and copy that you can customize—change the colors, slap on your logo, and voilà! It sounds convenient, right? But here’s the catch: if everyone is using it, how can you stand out? Ask yourself this: “If I’m using the same content as every other accountant or bookkeeper, how do I differentiate myself?”

 

Your brand voice is your unique fingerprint, and it should resonate with your target audience. Just like fingerprints, your content should be unique to you. You want your audience to connect with the real you, not some cookie-cutter version.

 

When you work with us at the agency, we dive deep into your existing content. We analyze every piece to extract keywords and phrases that reflect YOU. This ensures that when someone visits your social media or website, they encounter a cohesive message that feels authentic.

 

I recently had a coffee chat with someone who builds websites for the financial industry. We discussed the importance of aligning your social media and website messaging. It’s crucial that when visitors transition from your social media to your website, they feel like they’re interacting with the same brand. A disconnect here can be detrimental.

 

Let’s also remember that while ready-made content might seem cheap upfront, you get what you pay for. I often think about my favorite online clothing store, where I invest in high-quality shirts. They may cost more, but they last longer and hold their shape. On the other hand, cheap shirts shrink after one wash, leaving me frustrated and out of pocket. The same applies to your marketing: the personal touch and authenticity your audience craves cannot be replicated by generic content.

 

I understand that when you’re starting out, budgets are tight, and ready-made content might seem like a practical solution. But as your business grows, your marketing should, too.

 

Real Talk #2: The Client Onboarding Process

 

Now, let’s dive into the client onboarding process. This is where many misunderstandings occur. I recently came across a post from someone who hired a social media manager but was frustrated because they hadn’t seen any content within a few days. The manager explained that the first couple of weeks were dedicated to onboarding, but the client expected immediate posts.

 

Here’s the reality: meaningful content can’t be created without a solid understanding of your business. The responsibility here lies with the business owner for not communicating expectations clearly.

 

Our Onboarding Process

 

At our agency, we make it a point to communicate the onboarding timeline upfront. We break it down into three clear phases:

 

Phase 1: Onboarding Package
In this initial phase, we conduct a thorough marketing audit. We dive into all your content—social media, blogs, newsletters—and focus on account optimization. This includes aligning your bio and profile picture with your brand. If you don’t have a brand guide, we can create one, but you must already have your branding elements like colors and logos in place. We also outline a social media strategy tailored to your mission, vision, and values. This strategy typically spans about 15 pages and includes “homework” for you to get to know your business better.

 

Phase 2: Content Creation
Once we have a solid foundation, we take up to seven days to create tailored content that fits your unique voice and brand. This includes writing copy, designing graphics, and conducting hashtag research based on the strategy we developed. While we create templates, they are unique to you—customized so you can streamline your content creation.

 

Phase 3: Review & Feedback
After we create the content, we set up a call to review the deliverables. This phase allows up to 14 days for you to provide feedback and make necessary adjustments. Collaboration is key here; your input is essential, and this is why I call it a partnership. Marketing is not a one-way street.

 

Clear communication is vital throughout the process. We keep you informed about each phase, ensuring you’re never left in the dark. If you hire a marketing strategist, expect this level of transparency and structure.

 

Final Thoughts

 

I want to encourage you to reflect on today’s discussion. Ready-made content might be tempting, but it won’t help you stand out. Make sure you do your research when hiring a marketing strategist, and don’t hesitate to ask questions. After all, it’s your business.

 

If you’re feeling overwhelmed with your marketing, reach out for support. I’m here to help simplify your marketing journey.