With social media marketing having such a huge potential, an increasing number of businesses are looking for agencies to help them manage their social channels. However, choosing from the bevy of social media agencies can be a challenge. Do you go for the leading agency or trust your marketing to a small but upcoming company? Here is one important question you should ask yourself, and several questions you should ask your future agency.
What are your objectives?
Before you go out and start shopping for a social media agency, spend some time to determine what your objectives are. You do not need to come up with solid figures but you should have a general idea of what you hope to achieve. For instance, you may like to improve your social reach and engagement. Perhaps you would like to refresh your brand identity and improve brand awareness. Maybe you want more people to visit your online store and buy your products. Establishing your goals will help you and the agency you eventually hire to formulate a marketing strategy that works.
What do their socials look like?
The best way to see if a social media agency is as skilled as they claim to be is to check out their social media feed. Social media is the best place for an agency to showcase their creativity and expertise. Look out for great copy and a combination of media such as images, graphics, and videos. If the agency’s feed is interesting, engaging, polished, and well-designed, then there is a good chance that they can deliver what they promise. However, if the agency’s feed is amateurish and poorly planned, move on.
What case studies do they have?
Every good agency has a portfolio or key case studies to share with potential clients. This is proof that they have a history of producing great results. Case studies are generally published on agency websites but you can also ask to see specific case studies from clients with similar objectives or those in your industry. When reviewing the case studies, pay attention to how they measure and report their results. Do they provide tangible figures to back up their claims? You should also be able to ask for links to their existing clients so you can see their work in action.
Do they have experience in your industry?
While basic social media techniques apply across all industries, each industry has its unique needs. For instance, some industries such as manufacturing or pharmaceuticals have specialized terms that only industry professionals will understand. Similarly, the marketing strategies of a B2B company differ greatly from a B2C company. Industry experience influences the ability of the agency to connect with your customer base. Therefore, it is prudent to choose a social media agency that has relevant industry experience and expertise.
Will you get a customized strategy?
Many agencies utilize a one-size-fits-all approach with their social media services. This often happens when agencies take on more clients than they can handle. Or the agency might be limited in their experience and have difficulty diversifying their strategies. When you meet with an agency, ask them if you will receive a strategy that is customized to your specific goals and requirements. The agency should be able to create and execute a strategy that is designed to achieve your objectives. They should also be able to give you a realistic expectation of how long the process should take.
Who does their work?
If you do not visit the agency in person, find out how many employees they have and how many of them will be working on your account. Will you have dedicated team members and an account manager that you can contact directly? Or will the people who work on your campaign be constantly changing? While it is normal for many creative agencies to use freelancers and remote workers, you must ensure that the original intent is communicated clearly down the line. Ask them how they screen their freelancers and whether they communicate on a daily basis.
How will they measure success?
The way your new agency measures success should relate directly to your business objectives. For instance, if you are looking for qualified leads and conversions, metrics such as post reach and the number of likes are of little consequence. Good agencies should be able to tailor their campaigns to focus on the metrics that matter to you. Some examples of key metrics are social media engagement, social media growth, website traffic, lead generation, and conversion. The agency should be able to provide you with a sample report highlighting the KPIs that are important to your business.
What are their values?
Do not underestimate the importance of a cultural fit. A social media agency that speaks your language—figuratively and literally—can have a more efficient and productive working relationship with you. A smaller agency may have a more personalized approach while a larger agency may have access to more resources and tools. Therefore, you should find an agency that has similar values to your own. Take your time to choose the right agency as this can have a vast impact on the results of your social media campaigns.