Misconception: Paying for a Social Media Strategy Is Unnecessary

January 10, 2024


Recently, we encountered a situation with a potential client. We had proposed a comprehensive package, which included both the development of an Always-On Social Media Strategy and the monthly management services for its implementation and execution.

The potential client’s question, while straightforward, underscored a common misunderstanding:

“Why am I paying for a social media strategy separately? Shouldn’t it be part of the monthly management fees? Do I even need a strategy before we start?”

Potential Client

This question made me realize we need to clarify the distinct value of kicking off a new mandate with an agency such as Dreww with a dedicated social media strategy development project. A social media strategy isn’t just an add-on; it’s the cornerstone of your digital identity. It requires a significant investment of time and expertise, encompassing research, content ideation, creative direction, tone development, and alignment with your brand’s core objectives, among many other critical pillars that must be predefined.

Developing a strategy first is much like drawing architectural plans before hiring a construction team to lay the first brick of your new house.

These plans don’t just outline the structure’s shape; they take into account the purpose of each room, the flow between spaces, the environmental factors, and the needs and lifestyle of the people who will live there. Similarly, a social media strategy outlines the ‘architecture’ of your digital presence: it defines the narrative, tone, and look and feel of your content, who the target audience is, the intended interactions, and how these elements interplay to support your brand’s overarching goals.

Skipping this step and jumping straight into construction, or in our case, content production and social media management, will lead to a disjointed and ineffective endeavour. Just like a well-architected house stands the test of time and meets the needs of its inhabitants, a well-planned social media strategy ensures that your online presence effectively engages your audience and stands out in the ever-evolving digital landscape.

Dreww’s Approach: Crafting Your Tailored Social Media Strategy

At Dreww, our approach to crafting your Always-on Social Media Strategy is rooted in multiple and in-depth strategy sessions. This process spans 100 to 500 hours, harnessing the collective expertise of senior strategists, content producers, social media specialists, screenplay writers, and creative directors. Each contributor plays a crucial role in crafting a strategy that not only aligns with your brand’s goals but also leads to tangible business outcomes, such as increased sales and success over time.

The result of this process is a comprehensive presentation that aligns all parties before execution, which is crucial when investing significantly in content production, ensuring everyone is on board from the start.

The Results Speak for Themselves

This approach is the key to our track record of delivering remarkable outcomes for our clients, including millions of organic video views, hundreds of thousands of shares, likes, comments, saves, and a substantial increase in the number of followers, often reaching into the hundreds of thousands, on their social media accounts.

For instance, The Great Gentleman’s Instagram account witnessed tremendous growth, with over 45 million video views and growth from 3,000 followers to 150,000 followers in just six months. This showcases the tangible impact of a well-crafted social media strategy.

Similarly, with Les Restaurants Lafleur, our strategy resulted in their sales increasing by an impressive 35% in a mere six months. These examples highlight the real-world benefits of a carefully designed social media strategy.

The Value of a Separate Strategy

Separating strategy development from monthly management is a deliberate choice that allows us to allocate the time and expertise needed for a thorough approach. It’s during this phase that we bring our most senior team members to the table, ensuring that your strategy benefits from their extensive experience.

How much does an Always-On Strategy Cost?

The cost of an Always-on Social Media Strategy can vary significantly based on several factors, including the nature of the mandate, the extent of the brand’s objectives, and the level of detail required. A strategy tailored for a small startup with specific objectives will have different requirements and costs compared to a strategy for a larger corporation with expansive goals.

Typically, you can expect the cost to range anywhere from $15,000 to $100,000, depending on the depth of research, analysis, and planning needed.

At Dreww, we take a collaborative approach to determine the scope of the strategy and ensure it aligns with your budget and expectations.

The True Value of a Social Media Strategy

A social media strategy is more than just an item on a to-do list. It’s a crucial non-negotiable investment in mapping a path to success, propelling your brand to relevance in the digital space.

Get in touch with us today to explore how we can work together to shape your brand’s future.

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Andrew Johnson

President and co-founder of Dreww.