We were lucky to catch up with Adrian Guzman recently and have shared our conversation below.

Adrian, appreciate you joining us today. Do you think folks should manage their own social media or hire a professional? What do you do?

Acquiring the know-how to manage your own social media is like having a powerful tool at your fingertips that allows you to shape your brand’s narrative and connect with your audience on a personal level. While outsourcing to an external company might seem tempting, nobody knows your business better than you do.

By taking charge of your social media, you can infuse your authentic voice into every post and engagement, establishing a genuine connection that resonates with your audience. Plus, when you manage it yourself, you have the flexibility to react swiftly to real-time trends and events, staying relevant and engaging. Learning the ropes of social media management not only saves costs but also empowers you with a valuable skill that you can leverage for the long term.

The insights you gain about your audience’s preferences, behavior, and interests can guide your business decisions and refine your marketing strategies. Moreover, the satisfaction of seeing your efforts translate into likes, shares, and meaningful interactions is incredibly rewarding.

So, whether you’re a solopreneur, a small business owner, or simply someone who wants to have a stronger online presence, acquiring the skills to manage your social media offers you a personal touch that no external company can replicate. It’s your brand’s story, and who better to tell it than you?

Me and my team are the living proof of this. It seems intimidating to find you voice at first, I’ve seen a lot of business owners giving up a few months into the process, but once you’ve got it, there’s a whole new set of opportunities.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Back in 2017 we founded a center (school like, but not quite) where my colleagues impart courses, some of those are: Spanish for foreigners, English as a second language, Japanese and business-related courses (social media and websites creation). After some failed projects, we came across the opportunity to venture into the education field. We never imagined how challenging it could be to sell a course, no matter what it was about, it’s frustrating not being able to prove yourself when no one knows who you are.

A few months into the process, one of our 3 main differentiators came into play, that was the content creation for our social media platforms. We saw an untapped opportunity in the sector, the value our content was generating allowed us to focus on what truly mattered, the student, or how we like to call them CAD Member.
The second differentiator was the customer service. In world of cold transactions within the education system, a warm smile and a meaningful conversation is greatly appreciated by our Members. This was our signature, in person, through text or Zoom calls, I tell you, it’s worth the time and energy. This was the main reason we switched to a customized approach on our courses, it was natural.

The last differentiator, not that it’s least important, is the customization of our courses. A lean structure makes us agile in the decision making in our daily operation, allows us to keep up the good content, able to connect with our Guides (teachers), do a significant improvement on our Members and, the best of everything, keeps us HAPPY and not stressed out.

Sometimes it’s best aiming for quality connections with your associates, colleagues, etc. and not for more zeros and escalating a company. I think it all depends on your company nature, if you listen to those who integrate it, you’ll know what’s the next move. I do believe pivoting is great, that’s actually what we did 3 times throughout our seven years, and it was on crucial moments. But never compromising the nature of your company.

Now, my daily tasks within the center is greatly managing, however it’s more inclined towards figuring out new ways to connect with our community members, improve our communication and innovate on our content creation.

Although I create content within the center, I love watching new Guides (teachers) finding their content creator’s spirit. So this makes me some sort of manager, adviser, content creator, content scout and producer, or something like that.

Where do you think you get most of your clients from?

Social Media without a doubt is a must within your strategies to acquire new clients. However sometimes it may appear like a SLOW process, think about it as a way to communicate with someone that comes into your physical store, offices, establishment. A great way to picture your posts is to see them as search results from an inquiry on Google or YouTube.

Even creating fan pages on Facebook, for example, may be productive if you take the time to analyze if it’s a good branch to acquire new clients.

Another great way to picture your strategy in Social Media is to see your pages and/or posts as small funnels or fishing rods. YOU NEVER KNOW who may come through your process. It’s great having the control to measure your sources, but it also feels great creating and spreading your content to the world, and seeing that reward coming back to you not having to sit down and checking numbers.

I personally have experienced this on our business, 1 piece of content can generate a crazy amount of new clients if it’s solving a immediate issue they’re experiencing at the moment. Also, if it’s evergreen, that same piece of content becomes a constant source of new clients through time.

How do you keep in touch with clients and foster brand loyalty?

We’ve had this talk several times in the past because our service is customizable and having that channel for them to speak up is important. We created an in person event in Tijuana called CADlive! Language Exchange for our Members to NATURALLY tell us their experience consuming our service.

How is that possible? Well, recurring events as a part of your service can be a great way to foster brand loyalty, BUT in our case, mixing it up with beer and community sense of belonging as part of the event concept and the brand meaning, it allows you get direct feedback from your community.

Contact Info:

• Website: https://spanishclassestijuana.com/
• Instagram: https://www.instagram.com/comunidadcad/
• Facebook: https://www.facebook.com/CADTijuana
• Linkedin: https://www.linkedin.com/company/cad-empresarial
• Youtube: https://bit.ly/3DE3oI5
• Yelp: https://www.yelp.com/biz/cad-centro-de-aprendizaje-y-desarrollo-tijuana
• Other: https://comunidadcad.com/