Don’t Hire a Social Media Manager for Your Well-being Business

social media

If you visit my website and read about my services, you’ll see one of the hats I wear is social media assistant. So why am I telling you not to hire a social media manager? Here’s why…

Social Media Marketing is About Relationships

If you are a yoga teacher, health coach, massage therapist, or other wellness service provider, your business depends on the relationship you build with students or clients. That means you need to participate in your social media marketing campaign. At least some of the posts need to come straight from you!

So, when I say don’t hire a social media manager, I mean don’t hand the reins over to someone else and disappear. Of course, you can hire someone to help you. I often post on my clients’ behalf, but I cannot take their place when it comes to building a relationship with their audience.

The exception is clients who sell products—yoga apps, clothing, aromatherapy products, etc. In those case, the awesomeness of the product doesn’t depend too much on a relationship between the person who created the product and the people who buy it.

So, yes there is a place for a marketing manager. But if your business is about service, your followers want to see you! They want to see your face on your website and read your words on social media.

How to Start the Conversation

Social media marketing is all about the conversation you have with your followers. And it does not work overnight. It also doesn’t work on its own. It’s only part of a marketing strategy, so take the time to decide if and how much you need to use it. The truth is, you won’t get far with organic traffic. In other words, if you want people to find you on social media, you’ll need to pay for ads or to boost your best posts.

Ask yourself where online your audience hangs out, and how often are they likely to be there. In my experience, people who buy wellness services like yoga classes, health coaching, aromatherapy, etc. like information, inspiration, and images. They go to blogs, which can be shared best on Facebook and Twitter for information. They go to Pinterest or Instagram for images. They go to all social media sites for inspiration!

Ideally, after someone reads your blog or sees an image you post, they’ll have something to say about it. Better yet, they’ll want to share it. They may even have a question for you!

Unfortunately, getting people to comment on posts is difficult. My advice is to focus on creating content that at least engages people’s thoughts. Give them reasons to notice you and think about you. When they’re ready for your service, they get in touch!

Always Be Authentic

The important thing is that you’re giving them something that is authentically you. If you hire an assistant—because keeping up with social media is a lot of work—find someone who understands what you do. An assistant can curate and post content that keeps you in front of your audience regularly. It’s good to be seen regularly!

Just remember, you will not gain a huge following simply by having a Facebook page or Pinterest account. You also need a great website/blog and other ways to stay in touch with your tribe, such as an email list and newsletter.

I’ll tell you more about why your website and email list may be more important pieces of your marketing puzzle in another post.

How is your experience with social media marketing? Have you noticed a change since you started? Remember, it’s all about sharing, so let me know!

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Maria Kuzmiak, M.A. is a health and well-being writer with a background in nutrition, psychology and education and a passion for yoga. She has written hundreds of articles, blogs and newsletters for clients in health-related fields, particularly those specializing in yoga, natural medicine, nutrition, and spiritual health and healing. Maria has also worked as a nutritionist, teacher and technical editor. Learn more about her writing at

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