In digital marketing, balancing client expectations with social media timelines can feel like an insurmountable challenge. You’ve got clients who want instant results and platforms with constantly changing algorithms — it’s a challenge that many digital marketers face daily. This blog post will explore strategies to manage client demands effectively while maintaining strong social media efforts.
Understanding Client Expectations
What Do Clients Usually Expect?
Clients often have high hopes when it comes to social media marketing. They want their posts to go viral, their engagement rates to soar, and their follower counts to multiply overnight. This is understandable — social media offers massive potential for brand visibility and customer interaction. However, it’s crucial to set realistic expectations right from the start.
But as digital marketers, we know the client is not to blame. Clients and digital marketers alike see the overnight successes on TikTok and how virality is fleeting, so understanding how those ideas become inundated and ingrained in a client’s mind is more than understandable. Ultimately, it is on us as digital marketers to educate current and future clients on the state of digital affairs.
Engagement Rates and Their Importance
Engagement rates are often the first metric clients look at. These include likes, comments, shares, and saves. High engagement rates signify that the content is resonating with the audience. But achieving this requires more than just posting regularly; it involves understanding and catering to your audience’s preferences (seeing what resonates with your audience by reviewing analytics; this comes in the form of likes, shares, comments, engagement times), which can take time.
More importantly, it involves specifically curated digital strategies depending on the product or service. For example, a sales campaign for vegan-based candy will yield much different results than a lead-generation campaign for a home cleaning service company.
Posting Frequency and Timelines
Another common expectation revolves around how often content is posted. Some clients may believe that more frequent posts lead to better results. While consistency is key, quality should never be sacrificed for quantity. It’s better to post less frequently with high-quality content than to flood timelines with mediocre posts.
Response Times and Customer Service
In today’s digital age, quick response times are paramount. Clients expect prompt replies to customer inquiries and comments. This can be particularly challenging if you’re managing multiple accounts or if the client’s audience is highly active. Setting boundaries and using tools to manage these interactions can make a significant difference.
Certain platforms like Meta Business Suite, however, allow for Page admins to set up away messages and instant replies. This provides the end-user assurance of knowing their message was received, while Page admins can respond in a timely manner once flagged.
Challenges Faced by Digital Marketers
Time Management and Burnout
Managing multiple social media accounts can be incredibly time-consuming. Between creating content, scheduling posts, and monitoring engagement rates, it’s easy to get overwhelmed. This is why time management is a skill every digital marketer must master. However, even with excellent time management skills, burnout can be a real issue.
Resource Allocation
Another significant challenge is resource allocation. Small agencies or freelance marketers often juggle limited resources. Whether it’s budget constraints or a lack of manpower, these limitations can make it difficult to meet client expectations. Prioritizing tasks and making the most of available tools can help mitigate this issue.
Algorithm Changes
Social media platforms are notorious for their constantly changing algorithms. A strategy that works today might not be effective tomorrow. A prime example would be optimizing a website to appear on the first page of Google. While this was imperative in years past (and still is), we’ve seen the rollout of Google’s continuous scroll from 2021 to 2022. To add on, Google introduced AI-generated overviews in 2024, potentially throttling organic traffic even further — because why would you read any of the links when AI serves the answer to you directly?
Keeping up with these changes and adapting your strategies accordingly is essential but can be daunting. Continuous learning and staying updated with industry trends is a must.
Strategies for Balancing Expectations
Setting Realistic Goals
One of the most effective ways to manage client expectations is by setting realistic goals. Be upfront and direct about what can be achieved within a specific timeframe and budget. Explain the complexities involved in social media marketing and the time it takes to see substantial results. Transparency can go a long way in building trust.
A quick rundown of what we look for:
- Month-over-month organic social growth rate – each channel is different, the goal is to hit those numbers.
- Which posts performed best? Upon understanding which posts resonate with your audience, create more of those types of posts in the coming weeks/month.
- Check in on what the competitors are currently doing.
- Scroll through social media channels to see what is trending.
- Keep researching to find out new trends, new ways to be seen, and new ways to present your content.
Remember: if client expectations are pushy and unrealistic, then maybe they aren’t the right client for you.
Effective Communication
Communication is key to any successful relationship, and client relationships are no different. Regular updates, progress reports, and open lines of communication can help manage expectations. Schedule bi-weekly/monthly meetings; set clients up and educate them on organizational platforms you use (whether it’s AirTable, ClickUp, Monday, etc.) to keep them in the loop of current tasks.
Moreover, make sure clients understand the metrics used to measure success and the factors influencing them. Outside of likes, comments, and shares, educating clients on metrics like:
- Impressions
- Reach
- Frequency
- Cost-per-Click (CPC)
- Cost-per-Result
- Cost-per-Mille (CPM) – “mille” is Latin for “thousand”; measures the cost per 1,000 impressions
Leveraging Automation Tools
Automation tools can be a lifesaver for digital marketers. From scheduling posts to automating responses, these tools can help manage time more effectively. Platforms like Hootsuite, HubSpot, and Sprout Social offer various features that can streamline social media management tasks, allowing you to focus on strategy and creativity.
Content Calendars
Creating a content calendar for a challenging client can help in planning and organizing posts. It provides a visual representation of what needs to be posted and when, ensuring consistency. Share this calendar with your clients to keep them in the loop and manage their expectations regarding posting frequency and content types.
Setting Client Expectations with ONE18MEDIA
Balancing client expectations with social media timelines is indeed challenging, but it’s not impossible. By understanding common client expectations, addressing the challenges faced by digital marketers, and implementing effective strategies, you can achieve a healthy balance. Remember: communication and transparency are your best allies. Keep clients informed, set realistic goals, and leverage the power of automation and advanced analytics tools.
For over a decade, ONE18MEDIA has worked with clients across a spectrum of verticals — from HVAC to home services. Over the years, we have worked hand-in-hand with clients, building trust and maintaining transparency through communication and impeccable organization. Through this, we have delivered countless results, be it leads, profits, or improved ROI, for our valued clients.
If you’re ready for digital marketing that gets results, visit our website and request a strategy call today.