The ceiling of one-person management
As CMO, you know that one person on one Instagram account can only reach so many people. You are paying for a dedicated resource, but you are not getting the reach you need to fill your sales pipeline. Your eyewear brand has a large target market, but your manager's focus is limited by the platform's algorithms on your main feed. You are paying for a lot of internal work, but the return in new customer leads is often capped, forcing you to pay for more ads anyway.
Optimizing your marketing spend
You have to look at your budget as a portfolio. Does a manager give you the best return? Or would your money be better spent on a distribution network that can reach more eyes? A managed content network gives you the high-volume exposure you need at a lower cost than a full-time employee. This allows you to scale your reach while keeping your team focused on the things that only a person can do, like high-level strategy and influencer management.
Managing your workload and results
You spend a lot of time managing your team. If you have a social media manager, you are their coach, their editor, and their strategist. That is a lot of time out of your week. A managed network reduces this management overhead. It is a system that you set up and then let run. You get the traffic data without having to supervise the posting schedule. It is a much more efficient way to get the results you are tasked with delivering.
Making the trade-off
Use a social media manager for your core community engagement and brand aesthetic. That is where they shine. But use a managed content network for your traffic and discovery. It is a two-pronged strategy. You get the brand depth you need and the traffic scale you want. It is the best way to hit your growth targets without putting all your eggs in one basket or relying on a single, expensive headcount.
Balance your marketing budget by keeping a manager for your brand voice and a managed network for your high-volume traffic needs.
See your network before you hire.
Tell us what your eyewear brand already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
Should I prioritize hiring or distribution?
If you are struggling to get traffic, prioritize distribution. If you are struggling with your brand's image, prioritize hiring.
Will a manager complain about a network?
Only if they feel it replaces them. Explain that it is an additional tool to help them reach more people and hit their KPIs.
Does this work for seasonal launches?
Yes. A network is excellent for pushing a new seasonal collection because you can blast it across your pages in a very short time.