How to choose a social media agency
Social media has become an integral part of marketing strategies by helping businesses establish a strong online presence and engage with their target audience. Isn’t that great? The downside; managing social media content takes expertise, time and resources that are not always available, especially for small businesses.
This is where a social media marketing agency can have a big impact. Here’s what you should keep in mind when choosing a social team for your business. The right match will ensure you make an informed decision that aligns with your business goals and objectives.
What’s included in their pricing?
This is often where this conversation starts. Whether the agency offers custom pricing or a tiered package, ensure you understand what’s included and whether their team is able to handle all the elements of social media marketing that you don’t have the capacity to take on. Here’s a list of social media management tasks to ask about:
- Number of social platforms they manage
- Designing graphics
- Creating video content
- Copywriting
- Scheduling posts
- Posting to Stories
- Posting to Reels
- Managing direct messages
- Responding to post comments
- Engaging (liking posts, following, comments, etc.) with other relevant pages
- Performance reports
On the flip side, if there are parts of social media management that your internal team can handle, can they work with that?
Do they know your industry?
You want an agency that has familiarity in your space. Unfortunately, there are A LOT of spaces out there so this may not be realistic. Instead, focus on the types of audiences the agency has experience targeting. Do they have a proven track record marketing to consumers or to other businesses? Have they worked with brands that offer products, services or both? Ask these questions and request examples of their current clients’ social pages.
How does the agency stay up to date on changes, trends and more?
Any agency can create content and put it on social media. But algorithms change (all. the. time.), new tactics emerge and people’s preferences evolve. An experienced and skilled social media marketing agency knows this and keeps a pulse on what’s working, what’s not and what may work. Ask them how they stay up to date on these types of changes.
What platforms do they have experience using?
The audiences on each social media platform vary from one to the next. Not only that, there are best practices in terms of content and messaging that also need to be considered when marketing your brand. Ensure your social media marketing agency is well-versed in the platforms that make sense for your brand and goals.
What are the team’s other marketing capabilities?
Over time your social media agency is going to know your business inside and out, from your goals to your audiences and key messaging. This is great for your social media marketing strategy, and it can be even better for your other marketing efforts. Suppose the same graphic designers, videographers, writers and account managers working on your social content, can also create other marketing materials for your small business. In that case, you can save time, hassle and even money by not having to find another agency.
Can they also create and run social ad campaigns?
Whether it’s to increase your followers or promote an event, you may want to reach a larger audience on social media. That’s where social advertising comes in, and your social media marketing agency should be able to do that. This is more than simply boosting a post (which is okay, too, and has its place). An agency knowledgeable in developing more diverse social ad sets will understand the benefits of using a variety of creative elements (image ads, videos, etc.) and text to see what comes out the winner. This allows them to adjust and fine-tune if necessary for the next time and work toward a successful campaign.
What is their content approval process?
Before publishing any content, your agency will likely share drafts with you. It’s good to understand what format these will be provided in as well as when and how often you will receive them.
What is their onboarding process?
This is a little preemptive, but still good to know. Ask the agency how they will get up and running with your social accounts, what they need from your team, and the timeframe. This will ensure you’re on the same page when it comes to expectations. You’ll also want to know if they offer a messaging strategy that they will go over with you prior to starting.
What is the cadence of communications?
Open communication is imperative for a successful client-agency relationship. How often communication occurs on the other hand, is up to you to decide. If you’re more hands-off, monthly check-ins when sending content for approval may be enough. If you have specific campaigns, strategies and goals you’re working on, discussing strategy more often may be necessary. The point is, keep in mind what makes sense for your business.
Meeting with a social media marketing agency?
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