How to Pick a Social Media Agency for Your Business?
by First Launch on Tuesday Sep 28
Table Of Content
There are a lot of things that you should keep in mind when you pick a social media agency to promote your business. The best way to do this is by integrating them as a part of your team. This makes communication across departments easier paving the way for better work getting done.
Here are some things to look out for when you pick a social media agency –
Specialization in social media
It’s always considered best practice to hire a social media agency that provides as many services as you need as the chances of miscommunication are lesser and it will cost considerably less. Of course, there may be some social media agencies that are good at a lot of things but in general, it is better to hire social media specialists. Let’s take a look at Web design and UX, Some agencies focus on the creative side of things while some focus on the user experience side of things. Ideally, you want a good mix of both in order to grow your audience. After all, creativity will mean nothing without being paired with functionality. Check if your social media agency has a strong internal team in case you have a complex website to build. You don’t want to take the risk of them outsourcing it and then coming up with unsatisfactory results.
When we look at SEO, it’s dependent on high-quality content and the use of keywords that have a high probability of people searching for them with respect to relevance to your website. SEO works best when social media agencies have dedicated teams who specialise in it and the content aspect works best when your in-house team and the agency team are on the same page.
Content marketing is highly dependent on specifics, and it’s better if the social media agency handles your email marketing and digital strategy because they are all interdependent on each other for lead generation.
Having a dedicated team to handle PPC with in-house expertise to write ad copies, creatives, landing page messages etc to bring everything together and run it is a hard task and something that should be looked into when hiring a social media agency.
Even when a social media agency swears that they have an in-house team for all these things, look at referrals, portfolios etc before making your choice.
Testimonials, case studies and reviews
These are the best indicators of a good social media agency. A happy customer means a well-run business and that is the biggest indicator for choosing a social media agency. Of course, sometimes agencies aren’t able to market themselves because they are busy serving their current roster but even they should be able to provide some kind of proof.
Character of the Social Media Agency
A sad fact of the matter is, as much as there are social media agencies that bring in great ROI for their clients, there are also agencies that adhere to unprofessional practices in the industry. Some things to look out for when you reach out to an agency is if they try to explain something to you without telling you exactly what you are getting and how they are going about it strategically, are they trying to get you settled into an internal software or something of that sort that will make you grow dependent on them without providing all the options to you, do the reviews about them online apart from highlighting their work speaks about the values and ethics they practice in their business etc.
Social media Strategy
A good social media agency should have a good handle on KPI’s and metrics in order to generate leads and accomplish the goals set out during the marketing effort. Strategy becomes the basis of all marketing efforts. The social media agency you pick needs to be able to pick up the existing strategy you have and give additional value to it. It’s all about meeting the demands that your business generates and having a strategy that promotes growth.
Value add is something that you should always look for when you are looking for social media agency pairings. When an agency prices social media management and social media marketing at the same rates, then you have to be wary because managing social media accounts and tracking cant be compared to strategizing new ideas to generate leads and bring in new business.
Just like there are a lot of things you need to look out for while picking a social media agency, there are some things that you don’t need to be worried about when picking an agency.
Experience in an industry is something that doesn’t matter as much as most people think. Of course, it’s a comfort to the client and some industries do have strict advertising policies like in the Healthcare sector but any good agency will be well aware of what they are getting in before entering a new industry. Other than in design, industry experience is not really relevant in most cases.
Similarly, if a social media agency has a highly technical team that has already worked on highly detailed projects but haven’t worked on a very specific detail you need to be done then you probably don’t need to worry about it as much because their team will probably figure it out without a lot of trouble.
Ideally, an social media agency should be focused on ROI, KPI and other metrics that help your company grow. Because as much as creativity is important in this line of business, a beautiful website is still a poor investment if it doesn’t generate enough leads. Also, different industries have different needs. An educational institution will have a very different need than other businesses. Similarly, you may have seen beautifully crafted email campaigns and landing pages fail to generate any interest because they weren’t strategized properly.
As marketers, we all love well-designed content and websites but at the end of the day if they don’t provide results then the marketing effort is deemed redundant. So while picking a social media agency, always keep in mind that clear strategy and planning is the only way forward, not flashy campaigns (unless there is a need for it).
To catch up on more marketing content, check out our digital marketing blog.