Social Media Manager

How to Find Your Niche as a Social Media Manager

June 4, 2021

The unofficial poster girl for oat milk lattes, pinot grigio, and long walks down the aisles of Target.  

I’m also a wife, mama, and marketing junkie who turned my love of social media into a 6-figure business from straight-up scratch.
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People are often surprised when they hear I still offer social media management after all these years.

But here’s the thing…social media management IS a dream business. 

You get to work from anywhere, you get to set your own hours, AND despite what you may of heard…it can easily be delegated which allows you to take time off


But what I hear from a lot of social media managers is you find yourself…

  1. Spending WAY too much time creating content for clients to the point you have zero time for your own.
  2. Working with clients who aren’t willing to pay higher prices so scaling feels like an uphill battle.
  3. Scared to niche too far down because you may lose out on clients…or worse, a dream client.

But here’s what I know to be true…


While social media management is a dream business, it becomes a nightmare if you’re working with the wrong people.

And there are TWO things I suggest to social media managers who are struggling to find the right clients and it’s this:

  1. Work with ESTABLISHED businesses who have a marketing budget, website, and a full portfolio of images.
  2. Find an “umbrella” niche based on accounts you enjoy following.

What both of these lead to is clients who are willing to pay you (and pay on time) AND quick + easy content creation.

But what is an umbrella niche you ask Instead of only working with a small, tiny niche, narrow down who you work with based on a common theme or denominator.


I LOVE helping SMMs discover their umbrella niche and I typically start by asking them what types of businesses they actively follow on social media for fun!

The reason I’m a big fan of helping SMMs figure out who they want to work this way is because it’s SO much easier to create content when you do.

And let me tell you from experience…

If you’re creating content for a business that doesn’t excite you, you’re going to be staring at a blinking cursor most of the time. 

To help you, here’s how I found my Umbrella Niche…


If you logged into my personal Instagram account you’ll find that I follow a TON of home design accounts and bloggers because I’m super into home decor and interior design.

It’s the reason my husband gets nervous whenever I head to Home Goods, Target, and Pottery Barn ‍♀️

It’s also the reason why my Social Media Management agency recently niched down to working only with Realtors, interior designers, and home builders.

And while my background isn’t in this “umbrella” niche, I find that I have a MUCH easier time creating content for clients because I’m absorbing and consuming a lot of that content from other experts in their industry.


Do you find that you follow a lot of fashion bloggers? Or stylists? Or makeup & hair artists? Maybe you should lean into working with hair salons, clothing boutiques, nail salons, etc.

Obsessed with all things weddings? Think of wedding dress designers, photographers, event spaces, invitation companies, etc.

Do you follow a ton of foodies? (#CheesePull, anyone?!) Make a list of restaurants, grocers, farmers markets, coffee shops, and wineries in your area and reach out to them!

You have to remember…unless you are a copywriter, you are not being paid to write extensive, lengthy copy for social media.

Writing captions for your clients should not take hours upon hours UNLESS what they are paying every month reflects your time, knowledge, and skillset. 

Bottom Line is this If find yourself writing loooooong posts that take you over an hour to create and you find that the revenue coming in doesn’t match the hours being spent, it’s time to find those dream clients of yours and bring more FUN into your biz.

So start thinking about the accounts you follow for fun and begin narrowing down your Umbrella Niche.

Tell me…how have you discovered your dream clients?!

Struggling to figure out which type of clients you want to work with in your social media management business? If you feel like you’re drowning in client work but your revenue isn’t matching up, my 4-week program The Social Biz System is for you!  

Click here to join The Social Biz System!

  Come hang with me on IG for plenty more social media insights and tips to help you run the SMM biz of your dreams.    

Don’t forget to pin this post for later and follow me on Pinterest for all my binge worthy content and business success tips!

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hey there!

I'm Shannon! 

The unofficial poster girl for oat milk lattes, pinot grigio, and long walks down the aisles of Target.  

I’m also a wife, mama, and marketing junkie who turned my love of social media into a 6-figure business from straight-up scratch.

more about US

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