Social media agency advertising has revolutionized the way brands and consumers interact. Traditionally, consumers follow a linear path to purchasing a product (Awareness, Consideration, Purchase, Loyalty, Advocacy), but with the variety of ways consumers connect with brands on social media, this process has become less direct. The voice of the consumer has a powerful effect on brand consideration (Doubting the brand or changing the purchasing consideration to a different brand) and purchases. With the variety of research methods and brand interaction through social media, consumers follow a more non-linear path (Awareness, Interaction, Opinion, Purchase, Experience). This is the ideal process for brands, as it creates a more likely conversion amongst opinion and experience.
The social media advertising statistics show that small-sized businesses are still spending a huge portion of their marketing budget on display advertising and zero to minimal budget on social media. This is a huge opportunity for small-sized businesses, as utilizing advertising in the most efficient and effective manner may increase return on investment. Step one to growing a small business is to capitalize on an efficient and cost-effective advertising method; social media advertising is that.
Social media advertising, or social media targeting, are advertisements served to users on social media platforms. Social networks utilize user information to serve highly relevant advertisements based on interactions within a specific platform. In many instances, when the target market aligns with the user demographics of a social platform, social advertising can provide huge increases in conversions and sales with a lower cost of acquisition.
Social media advertising is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
Factors to Consider When Choosing a Social Media Advertising Company or Agency
The wide range of social media advertising services offered can be tough to navigate. There are countless ways to advertise on social media, and things can get complicated and convoluted quickly. Some of the most common services are page post or promoted post ads, sponsored ads, post products ads, and allowing businesses to boost the visibility of their content. Certain services are better for certain businesses, and this is what you need to look for. Depending on what you want to achieve, whether it’s increasing lead generation, sales, or brand awareness, you will need to find a company that is offering the services that are best for you. Always remember that less is more and simplicity is key. Look for companies with armies of experience and expertise because you want the help of the guys who will not only understand your goals but know how to achieve them with the least amount of hassle. Consider their past clients and success rates. Research their track record and see if they have a proven history of delivering results for their clients through effective social media advertising strategies and campaigns.
Creating a social media existence for your business is easy, but the real magic lies in making it successful. The importance of social media advertising agencies has risen dramatically in the last ten years. We have seen an increase in demand for these services as social media platforms have defined themselves as intrinsic parts of our daily lives. One of the toughest decisions a company can make is choosing a company to help boost the success of their social media advertising campaigns.
Experience and Expertise
Regarding experience, it would be unwise to hire an agency only based on their time in the industry. Instead, it is more beneficial to have a good look at their past work and experience in the areas that are most important to you. The vast amount of agencies tend to specialize in certain areas or have a vast amount of experience with a certain type of client. Whether it be small businesses, multinational corporations, charities, and more. These often develop strong points of understanding and the ability to develop best results. Consider the work and results an agency has achieved for a company in a similar position to yours. This will give a good indication of their expertise and understanding of your situation, making it much easier to relay information and make you feel more confident in your decision.
Effective social media advertising agencies are always up to date and have knowledge about the latest and most effective advertising strategies. An agency’s experience in the field, whether small or large, is a key factor in determining results. When it comes to advertising, experience is perfect. An experienced agency will be able to sort out a strategy by setting realistic goals and have the tools to execute and track the strategy while adapting to change along the way. Any good agency will tell you that the key to success in advertising is knowledge, testing, and execution and an experienced agency will know this. The range of expertise also indicates to the potential client that the agency can accomplish a broad range of tasks, and can easily be the “one stop shop” for all your advertising needs. Versatility is a key asset for any agency. A great advertising plan needs to be executed across many platforms and the ability to do so will make the campaign run smoothly and be more effective.
Range of Services Offered
It is an online marketing effort that is focused on creating content that attracts the reader’s attention and encourages them to share it with their social networks. This type of marketing may be the most complicated compared to others, but it is also the most required type of marketing in this digital age. This is because the number of social media users is growing significantly every year, making it a very potential market for each product. Social media marketing is divided into two categories: organic content and paid advertisements. For organic content, a good SMM must have the ability to create valuable content that promotes the product without making it seem like an ad. For paid ads, a good SMM must have the ability to set up the best targeting options and optimize the budget to produce the best results.
Social Media Marketing
PPC (Pay-Per-Click) campaigns are internet advertising used to direct traffic to websites, where advertisers pay the hosting service when the ad is clicked. There are two types of PPC: flat rate PPC and bid-based PPC. A good SMM must have the ability to conduct keyword research, choose the right keywords, group the keywords, and set up a landing page that is relevant to the keywords. To achieve the best results, it’s good to have some ad testing to identify which ads work best, an ongoing optimization process, and cost management to avoid wasting money.
PPC Campaign Management
This section is suggesting that a good SMM must be able to provide a full solution for the online marketing process, including planning, execution, and maintenance. It is important for companies that want to outsource their online marketing because many outsourcing companies only offer partial services for jobs. For example, an SEO optimization company may only offer on-page optimization and not complete the off-page optimization because it is not part of their agreement. A full online marketing process for a product usually involves many things to make the product or brand visible on the internet. To make this happen, the company must consider the range of services that can be offered by the SMM. Make sure that the services offered are suitable for your product’s conditions and your target market.
Client Portfolio and Success Stories
When we talk about service and service providers, oftentimes we’ll get caught up in speaking about money. It’s so easy to talk about what’s cheap and what’s costly. However, when considering what’s the best proceed, we need to look beyond the numbers. On a scale of companies, tell me, do you want to hire a worker worth $8/hr or a worker worth $20/hr? More often than not, the $20 worker is a plenty more high-qualified. It’s the same idea with service quality. Hiring personnel that are overworked and underpaid sort never want to go above and beyond the basic requirements of their job. This is also because they feel as if the results of no added effort are the same as the task completed with rigor. Now and again, this is true. But when considering a social media marketing campaign, it’s about a lot more, it’s about influencing. An agency going the extra mile has employees who are looking to make an impact on their work. If you can find that the companies that have success stories throughout their portfolio are usually the ones that are providing a service of higher quality. A company of great reputation should be hired over a company of great record.
It may be true that a social media marketing company has 3 years of experience. Does that mean that they’re more competent than the company that’s been around for 8 years? No, probabilities are in opposition to it. An agency that has been around longer has more successful client success stories that they can share. More experience in a given field means that the company will have the capacity to give more to a business. A successful client project is like a college test. When you go an examination, you should have the information to be able to get the best result. A company should think the same about a project that they’ve done. With college tests and projects, the bad results generally come from lack of knowledge or negligence. Relief from an issue comes from great knowledge and great work. When a company has a thriving record in a project, they’ll have a sign of precisely what helped, so they can do it again with a simple efficient formula. Looking at a portfolio should instantly give a decent idea of what a specified company can offer.
Pricing and Budget
According to a recent survey by the MarketingSherpa online research institute, nearly 50% of online businesses use or plan to use an outside marketing agency for their social network campaign. This is a substantial group and there is high demand. The costs of outsourced marketing often dissipate due to poor planning and weak strategy. If you are considering hiring an agency to handle your social network advertising, make sure that they have a firm strategy and plan, and that you have a clear understanding of the costs, expected results, and KPIs. When discussing strategy, make sure that the agency understands the nature of your target market and how to best interact with them via social media. This is also a great opportunity to discuss the scalability of a potential campaign. Prices can easily fluctuate, so be clear about your upper budget. High level success can often be achieved at a small scale by strategic testing. Understanding when to progress to a larger campaign is important.
There is a good chance that you may miss out on a substantially sized target market if you don’t have enough money to spend on a social network advertising campaign. Recently, Facebook has become the highest traffic social network on the web. With a business page, fan page, and paid ads, Facebook is a good choice for marketers on a tight budget looking to get quality traffic. Compared to Google AdWords, a Facebook campaign won’t cost anywhere near as much. It can be used as a replacement for a more traditional and expensive pay per click campaign. You can also use Facebook’s very deep user targeting to increase brand awareness and pull in data that can help you hit more traditional targets off site. Advertising agencies do most of the work, so this can become more of a hands-off approach. If you are spending a small amount, make sure that the agency has experience running successful campaigns for your target market.
Communication and Reporting
The ability of the company to communicate easily and frequently with the client is also a factor. If a company is very busy with other projects, does not have the bandwidth to take on a new client, or does not have staff in place to handle requests for information or reporting, choosing that company may lead to a frustrating and unsatisfactory experience. This often results in less than ideal project results as a result of tensions caused by unmet expectations. Keep in mind that the ability to offer good communication and reporting is a maturity process for marketing agencies. Many are capable of good results but still have frustrated clients because of a lack of follow-through on the process. In general, smaller agencies and those who are accustomed to working with local clients will be better at meeting communication expectations.
A savvy business owner will be clear about their expectations for communication and reporting throughout the project. They might want to have a phone conversation a few times a week, a regular email update, or even sit down in person for a detailed discussion of the progress and results. Being clear about these expectations upfront will help both parties to reach a beneficial agreement concerning how much involvement the client will have and how proactive the advertiser will be about reporting. Typically, clients who are invested in the success of their project and understand the value of ongoing, transparent communication are more satisfied with the results of their projects, and the projects are more successful.
Researching and Evaluating Social Media Advertising Companies or Agencies
Determining what services a company has to offer can be a complex process. Perhaps you already know which services your business requires; however, it’s important to weigh in additional considerations, particularly if you’re looking to outsource your advertising services in a wide area of ad practices. An example of this can be seen with companies who seek to establish an ongoing social media presence across a number of platforms. This includes having the ability to outsource work across several areas, including Facebook, YouTube, advertising networks, and display ads. In this case, it would be advantageous to seek a company which specializes in AdWords and Facebook marketing; however, they would have the ability to subcontract work to a variety of experts across different platforms.
The next step in choosing a social media advertising company is conducting diligent research to evaluate a range of factors. This will help you compare services offered and pricing packages by different companies, in addition to sussing out any possible weak links through reading consumer reviews. The main areas to consider when hiring a social media advertising company include: services offered, the pricing of such services, the experiences of the company, and validation that the company is both reputable and able to achieve success.
Online Research and Reviews
Try to compile a shortlist of 3-6 companies and begin a more thorough investigation. Avoid, at all costs, letting sales pitches influence your selections at this, and do not hesitate to tell a pushy salesperson ‘no’ and hang up the phone. Create an email address that you will only give to companies you are not actually using for communication to avoid being inundated with spam. A good way of elimination can be visiting the website of each business and thereafter comparing and contrasting. Any company with a poorly designed website or unconvincing content should be struck off the list. Any site lacking a blog is also questionable, particularly from a social media marketing firm. A company’s Facebook fan page (if they have one) can often be quite revealing too.
The internet, on the whole, and search engines, in particular, are among the most useful tools for potentially identifying a good social media advertising company or agency. Search for businesses comparable to your own and see who is doing their social media marketing successfully. Any company worth considering should itself be highly visible in the search engines. One useful technique is to look for articles on social media marketing and then see who the author is via a quick search, as thought leaders in the industry are often good bets.
Requesting Proposals and Quotes
The first step is to author a detailed RFP. Proposals are only as good as the facts given. It is always better for an enterprise to stick to an RFP. However, in case of a shortage of time or resources, sending a request for information will reach a needful amount of suppliers. Items to focus on in an RFP include precise campaign requirements. For example, “We are launching a Facebook advertising campaign for a brand new medical health insurance product and are seeking a social media corporation with a good record in the healthcare sector and a successful track record in Facebook advertising.” Also, outline the duration of the engagement, specific reporting requirements, and preferred methodologies. Note that the price quote should be a separate part of the proposal. Being clear and specific in your RFP can help your business avoid wasted time, as suppliers will be able to divert you in the proper direction or refer you to someone else who is a better fit for your requirements, saving time and frustration on both sides.
Your proposals and quotations (RFP) method is a simple, however, underused tool for deciding on the suitable supplier. Often, companies will name and ask for pricing records with no context at all. This is a mistake. Like any supplier choice, you want a wise system to get a feel for the way they work, what it’ll be like to be a customer, and how well they may meet your needs. Without letting them know your particular commercial enterprise necessities in more detail, how can you be sure of their ability to do the job? The more vague the project, the harder it is to discover if you are using the proper dealer. With a plethora of companies competing for your social media advertising spend, an RFP is a clever initial step to narrow down the choice pool and discover the high-quality employer for your specific needs.
Conducting Interviews and Meetings
A reference is a statement regarding the company and its services, provided by past or current clients. This is the final step in the narrowing down process, as there is no better predictor of future success than past similar success. If a company cannot provide similar successful examples and references of what they are proposing for your business, it’s best to move on to other candidates.
The third step in this process is checking case studies and references for each company still under consideration. A case study is essentially a “before and after snapshot” of a client’s situation. It will detail what the client’s social media advertising situation was like before the campaign began, what was done to accomplish the clients’ goals, how the services provided were implemented, and what the results were.
How familiar is the account management team that you will be working with, with your specific industry and/or company culture?
What does the company envision as a successful business relationship with your company, and what kind of communication and reporting structure do they have in place to achieve that?
What differentiates this company and its services over the competition? (Beware unrealistic answers to this question)
What kind of success have they had to date with social media advertising? What constitutes a successful campaign in their eyes, and how do they measure their results?
Is the marketing company heavily promoting or relying on one or two social networks (e.g. Twitter and Facebook)? If so, why?
Is the company’s focus on who your target market is, and have they asked for desired customer?
During the interview process, you will have an opportunity to delve deeper into each marketing company’s approach and processes for solving your business problems. Here are the kinds of questions you should be looking to answer during the interview phase.
Checking References and Case Studies
As you advance your way through the analysis of potential social media promoting corporations, you may want to require a more in-depth look at whether they were able to achieve success along with your explicit goals. In the interview method, raise for specific samples of however the corporate inflated sales for his or her purchasers. Discuss however they were able to produce complete awareness and complete growth for his or her purchasers. Notice whether they were able to increase complete awareness and engagement both quickly or whether it took an extended amount of your time. Make sure to raise a few case studies of however they need handled tough things, crisis or opportunities in specific industries. The more detailed data that you simply will discuss the higher you will be able to gain an understanding of whether the actual company is a smart match for your goals. Ask to examine references for the case studies in order that you may make sure that the stories are true. Check that your potential company is not sugar coating the results.
Making the Final Decision and Starting the Partnership
Once the value has been considered, it will be easier to make a decision about an agency. Once the decision has been made, it is important to have a meeting with the agency to properly explain the terms and the overall objectives of the campaign. This is a crucial step when forming the partnership with your agency and leaving them to complete the work. This is to diminish any misunderstandings that may cause confusion throughout the campaign. This should also be backed by a mutual agreement of the terms and contract before commencing work.
Starting out, you want to make sure your agency choice is the right one for you. At this point, it may be tempting to choose an agency with the lowest price, however, it is important to note that this may not yield the best value for your money. Look back on the goals you set for your advertising campaign. Which agency can fulfill these goals? Which agency had the best strategy and can provide the best service? These are just a few questions you should ask when considering the value that you want to get out of your campaign.
Finally, with a lot of hard work and hours of research, you have come to a decision about which social media advertising agency is right for your business. Before signing anything, be sure to go over the following steps to assure the best quality of service can be provided for your new partner.
Comparing and Analyzing Options
This can be the most difficult of the 6 areas, there are many social media advertising companies out there – each with their own strengths and weaknesses. First of all, find a company that does social media marketing on the side. These are the people who know how social media platforms work, since they are the ones who use them in their free time. A lot of young people do this, and while they may be unfamiliar with marketing strategies, they are the best way to get a product up its feet because they are very familiar with social media. Any university marketing student would fall into this category and would be happy to take on the job for the experience. Price is always important and at this point it is OK to shop around and haggle with different companies. Compare your needs with each individual company and ask for a quote. A good company will make an effort to understand your needs and for a little extra, they may even modify their existing plans to better suit you. Be realistic with what you can and want to spend. By no means is it wise to under-fund a marketing campaign, but there’s always lessons to be learned and cash is a finite resource. Finally, pick a company through a referral if possible. Go with the agency that you heard or read good things about. This way, you can be sure that they will do right by you because it’s human nature to perform better at tasks that are evaluated by actions rather than someone blindly giving somebody a chance.
Negotiating Terms and Contracts
– Terms of payment and incentive: Decide when and how the agency will be paid for their services. If it is incentivized, decide what level of performance will qualify for extra payment. All parties want to feel that they are getting what they have paid for, and determining this beforehand can avoid any feelings of dissatisfaction.
– Create a plan for parting: Although no one is expecting a separation, decide beforehand how it will be executed in the instance that one or both parties desire it. Knowing that the separation will not be a messy or painful process can make it easier to start and build a partnership.
– Contract specifics: Determine exactly what services are being provided in exchange for payment. Get a clear schedule of which services will be implemented at which times. Promotion and social media can be broad terms. Define exactly what types of ad promotions or social media interactions will be used and which are expected to create the best ROI.
– Contract length: A longer-term contract often comes with an added benefit. Many times, the agency will lower the fee or price per action on services to reward the client for a longer commitment. The extended time also produces a more relaxed environment in which to work because both parties know that they will not be separating any time soon. Short-term contracts can be risky, but if things don’t work out, it’s best to have the ability to separate without penalty.
During this phase of the search, some areas to discuss and clarify might include:
Setting Clear Goals and Expectations
Setting goals is one thing, but setting a clear and achievable goal is another. There are many instances when a goal has been set too high, and the individual or company is potentially setting themselves up for failure. It is a difficult task for an agency to agree on goals and expectations, as they will want to set the bar high to ensure the best possible outcome, whereas the company hiring them will want to set a more realistic and achievable goal. A study done by Latour, Pitts, and Watson examined the differences in what advertising agencies say their goals are and what the company’s goals are for a campaign. It was found that agencies were more focused on attaining and retaining customers, whereas the companies focused more on sales promotion. This is due to the differing opinions on what success is for the campaign. It was also found that there was a difference in ideal profit and ROI. A clear and well-planned goal will lead to a higher expectancy of goal attainment, and higher expectations will lead to hard work to reach those expectations.
Knowing what you want and what you expect from a relationship is important when setting goals and expectations. If you have a clear vision in your mind, you are more likely to achieve it. When hiring a company to manage the advertising for your business, it is important to have expectations on what they are going to achieve and something for them to work towards. As said by Barkins, “Clear goals enable the advertising agency to work efficiently and effectively.”
Monitoring and Evaluating Performance
Compare and contrast. Compare the reports provided by the company with the independent research you have conducted into the effectiveness of the campaign. You can often judge the success of the campaign within social networking sites by simply searching your company’s name. This can indicate increased brand awareness. Also, compare the results of the campaign with your expectations and the goals you had set when first starting with the advertising company.
Request regular reports. You should ask the company to provide you with reports on the results of the campaign, your return on investment (ROI), and any potential changes that can be made to improve the results. Compare this information against the original aims and goals of the project, and ask the company to explain anything with insufficient results. A reputable advertising company should not have a problem providing this information at least on a monthly basis.
Monitoring and evaluating a social media advertising company’s performance can be difficult due to the intangibility of the product they provide. You will have to measure their performance based on the results of the steps they have taken to build and bolster your company’s brand. Here are some simple steps to monitor the performance of the advertising company.
