Social Media and Google: Today’s First Stop for Customers
When people decide where to spend their money, they turn to social media and Google. Think about your own behavior: on vacation, you scroll Instagram or Facebook to see what’s popular nearby. When you’re hungry, you search “best restaurants near me” on Google. When it rains, you search for “shopping near me.” This habit isn’t just yours; it’s the same for the 300,000 weekly visitors to Ocean City, Maryland, and thousands of locals across the Eastern Shore of Maryland and lower Delaware.
The Importance of Social Media Management for Local Businesses
Marketing has always been about being seen where the eyes currently are, and whether we like it or not, all of our eyes are glued to our phones. This may not be great for society, but it is perfect if you’re trying to determine where to market your business to get the best visibility and return. Businesses across the Eastern Shore, from Ocean City to Salisbury, Rehoboth Beach, and beyond, must stay visible and engage customers year-round. One of the easiest ways to do that is a strong social media presence. But social media isn’t just about posting updates—it requires strategy, consistency, and an understanding of what resonates with your audience
Understanding Social Media Demographics
Different platforms attract different audiences. While there is a lot of overlap, generally younger users (20-50 years old) lean toward Instagram, engaging with short-form videos and visual storytelling. Older users tend to favor Facebook for its mix of images, text-based updates, and local discussions. We’ve found that local Facebook groups in this area are especially powerful, serving as modern word-of-mouth spaces where businesses can gain exposure and connect with potential customers. An added bonus, local social media users are extremely defensive of local businesses and don’t take kindly to negative posts about them unless especially warranted.
Why DIY Social Media Management Often Fails
Many business owners assume that social media is simple—just post a few times a week and engage with customers. However, managing it effectively requires time, creativity, and planning. Often, businesses assign these tasks to a younger employee who already has other responsibilities, believing it’s an easy addition to their workload. It’s not.
The Hidden Costs of In-House Social Media Management
Imagine Katie, a waitress at a local restaurant. Because she’s young and familiar with Instagram, she’s asked to manage the business’s social media. At first, she posts regularly, but soon her primary job takes priority. Posts become inconsistent, engagement drops, and when she goes back to school at the end of the summer, passwords get lost. Eventually, the business’s social media presence weakens, resulting in missed opportunities and lost revenue.
The reality is that social media management is a full-time job. It requires scheduling, design, photography, videography, and analytics—skills that most single employees can’t juggle while handling other responsibilities and shouldn’t be expected to for the same paycheck.
The Value of a Dedicated Social Media Team
A well-managed social media strategy involves much more than just posting content. It requires a team working together to ensure consistency, engagement, and measurable results.
How a Professional Social Media Team Works
At Shorecraft, social media management isn’t a one-person job—it’s a coordinated effort by multiple professionals to ensure content is strategic, visually engaging, and aligned with business goals. Our process follows a structured workflow:
- Brainstorming & Strategy: Our team collaborates to develop a two-month content calendar based on your business needs and market trends.
- Photography & Videography: Our photographers and videographers capture professional visuals that showcase your brand in the best light.
- Film Editing & Graphic Design: Our editors transform raw footage into high-quality reels, while our graphic designers create overlays, logos, and branded content.
- Content Scheduling & Optimization: A project manager schedules posts at peak engagement times, adds hashtags, and ensures a strategic rollout.
- Final Review & Client Collaboration: A manager consults with the client to align posts with promotions, branding, and overall marketing strategy before giving final approval.
Expecting a single employee who casually uses Instagram or TikTok to handle the complexities of professional social media management is unrealistic. A coordinated team effort is required to execute social media at a level that drives real business results. It takes a full team to execute social media at a professional level.
Investing in Professional Marketing and Social Media Management
Marketing isn’t just about getting your name out there—it’s about turning that visibility into real business growth. A strong digital marketing strategy connects all the pieces: social media engagement, website traffic, and ultimately, customer conversions.
Are your digital marketing efforts driving customers to landing pages where they can buy gift cards, make reservations, or purchase merchandise? Are you capturing data from those interactions to build high-quality email marketing lists that allow you to reengage previous customers with targeted promotions? These are key components of a well-rounded marketing strategy that transforms online attention into actual revenue.
A professional marketing approach works as an interconnected system. Whether through Facebook ads, Instagram posts, or Google Business Profile updates, each effort should be strategically aligned to generate results and build long-term customer relationships.
Are You Realistically Budgeting for Marketing?
The Small Business Administration (SBA) recommends allocating 7-8% of revenue to marketing. While this may seem like a significant expense, businesses that invest strategically see measurable returns. A strong digital marketing strategy ensures your business remains visible, attracts new customers, and keeps past customers engaged.
Consider this: hiring a full-time employee at Maryland’s $15 minimum wage costs around $31,200 per year. For a similar investment, a professional marketing and social media management team ensures your business is consistently engaging potential customers, driving conversions, and leveraging data to make informed decisions.
Take Your Social Media to the Next Level
Have your social media efforts fallen flat, and you don’t see the return you were expecting? It’s not social media. Many businesses are leveraging social media to increase foot traffic, revenue, and repeat business. Don’t give up on social media just because you haven’t found the right strategy or execution.
Not sure where to start? Shorecraft offers a free analysis of your social media efforts to help you understand what’s working, what’s not, and what your digital marketing could be providing for your business. Let’s have a conversation so you can at least know your options and make an informed decision.
When you’re ready to enhance your online presence, give us a call at (443) 926-0760 or visit us at Shorecraft.biz to schedule a free consultation.
