Social Media

More than three billion people globally are using social media in one way or another, so failing to tap into that potential customer base could easily stunt your brand’s growth.

Whether it’s Facebook, Twitter, Instagram, LinkedIn, or any of the other social media networks out there, you need to identify where your audience is online and meet them there. Then, you’ll be able to engage with people directly in real time; answer their questions and find out more about their needs; and build a sense of community with your brand at its centre.

When it’s done right, social media can get big results at a relatively low cost, and it’s an effective way to make your other assets work harder. Everything from website blogs and testimonials to videos and infographics can be marketed through social media posts, driving potential customers to your website and into the buying funnel.

Social media content

High-quality content should be at the heart of your social media strategy. Get this right and you’ll be able to use it to drive awareness of your brand and build strong relationships with your customers. It’s not a one-size-fits-all approach you should be looking for, but a dynamic mix of content types that will make your social media accounts stand out from those of your competitors.

Interactive assets in the form of quizzes and surveys are a sensible place to start from, as they will offer you valuable insight into your audience. Not only are they engaging, but you can use them to capture data and inform your content creation going forward.

Go behind the scenes of your company to demonstrate your brand’s values and the human face of the business. This can be useful whether you sell an exciting product or a service that seems a little dry at first look. Adding personality while remaining professional can be the difference between a sale and no sale.

Not all of your social media content has to be the result of your own hard work. It can come from the very people you are trying to target in the first place. Sharing user-generated content is an effective way of appealing to your potential customers with the right tone of voice and engaging them with your brand.

Be a curator as well as a creator and display your knowledge of the industry by sharing third-party content on your social media platforms. You can gain kudos by association and your customers will know they can see the wider picture by following your accounts. Just always be sure you carefully check the content adheres to your brand guidelines before reposting and attribute it properly.

Reading The Content Marketer

Social media management

It’s not just about having high-quality content to post on social media, it’s also about how you go about managing your accounts. Step away from the outdated idea that you put up a post and wait for all the likes and adoration to roll in. Instead, you need to react to events, interact with your audience and tap into trends to ensure your content is performing at its best.

Build a social media calendar into your marketing strategy that reflects how frequently you intend to post to your channels. This should strike the balance between staying in your audience’s minds and not bombarding them with content so they become bored or overwhelmed by your message.

The frequency of your posts may depend on the channel you’re using and should be based on research. Finding out which days and times your potential customers are using social media will put you in a good position to plan your posts. Once you have created a schedule, you then need to manage your social media properly to stick to it.

One way to achieve this is through a scheduling app, which allows you to prepare posts in advance to be published at a later date. This can be very useful when you’re running a thriving business, but does have its pitfalls. A seemingly innocuous post can take on an entirely different meaning in the context of a news cycle and will sometimes need to be pulled to prevent a brand from appearing tone deaf.

Being successful on social media means finding the right tone. While you need to remain professional, you might find there are ways to introduce more informality and humour into your posts. This can set you apart from your competitors and make even the driest of subjects interesting and entertaining.

Social media advertising

Once you have become familiar with a platform you may want to put some budget behind posts to allow them to reach the maximum number of people. It is not simply a case of throwing some money at your content, but creating a well-planned and targeted social media campaign that gets results.

If brand awareness is one of your business’ biggest goals, then investing in some Facebook advertising is a sensible route to take. As the largest social media platform in the world, you can be confident your audience will be using Facebook in some fashion. Putting your content in front of them will increase traffic to your website and the chance to convert those leads into sales.

Be at the centre of online conversations by promoting tweets through Twitter advertising. This is an effective way of showing your business is a thought leader in its industry, as well as connecting with your audience directly. Creating such hype around your brand can lead to more interest in your products and services and direct people towards your website.

Use LinkedIn advertising if you’re a B2B business looking to gain professional leads. The platform may not be the first place you think of for social media advertising, but it’s likely to render results through engagement and content views. Ramping up your reach on LinkedIn can be beneficial through leads and your standing within your sector.

Drive results with a social media agency

More than 4.6 billion people around the world use social media, which makes it the ideal platform for tapping into a huge audience of potential customers. Today, social media plays an integral role in any digital marketing strategy and is key to driving growth.

Working with a social media marketing agency can help you to build a community with your brand at the centre, engage with your audience and improve overall brand awareness among a myriad of other benefits. 

The people involved in a social media agency provide the skills and expertise you need to stand out from the competition. When done well, social media is a cost-effective way to reach your audience where they are while bolstering other aspects of your marketing efforts.

Your strategy should involve sharing engaging content on various social media platforms including Facebook, Instagram, Twitter and LinkedIn. Hiring a digital marketing agency to handle your social media management, including everything from paid advertising to influencer marketing, can help you achieve your business goals while reducing your workload.

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Benefits of hiring a social media agency

If you’re not a social media expert yourself and want to grow your small business quickly, working with a team of experienced professionals who know every social media platform like the back of their hand offers countless benefits. Among them are:

  • Access a wealth of experience and expertise: When in doubt, call in the experts. Working with a social media agency gives you immediate access to a team of marketing gurus with tonnes of experience and expertise under their belts. They’ll know exactly how to make your social media content thrive. 
  • Cost effective and time efficient: Crafting and running social media campaigns can be time consuming if you choose to do everything yourself. With a dedicated team of professionals taking care of it, you can allocate time and resources to other areas of your business while being certain that your social media is in good hands. 
  • Achieve your marketing goals: When you start working with a digital marketing agency, it’s important to outline what exactly you want to achieve so they can keep those goals in mind when planning strategies tailored to your business needs and target audience. 
  • They have all the tools: Social media agencies have all the tools required to run an effective campaign under one roof – and they’ll know how to use them. This means you won’t have to invest time and money in new software or equipment.

What competitive edge can a social media agency give your company?

Working with a social media agency can help you stand out from the competition in plenty of ways. Agencies possess the insight and expertise necessary to take campaigns to the next level. The experts involved will be up to date with social media best practices and know how to produce content that improves brand recognition, engages your audience and gets results. 

There are many roles a social media agency can fulfil depending on your needs. For instance, you might want them to handle your paid social or organic social media content production as part of your inbound marketing strategy, or even both. As a team of dedicated experts, they’ll advise on which platforms to focus on and plan and execute a social media strategy that aligns with your business goals.

What can a social media agency do for you?

A social media agency is your best friend when it comes to promoting your business and increasing brand awareness. Social media agencies offer a variety of services, so what they can do for your business depends on what you are hoping to achieve. 

The marketing agency is made up of various roles, including account managers who are responsible for handling social media accounts, paid social managers, copywriters, graphic designers, videographers, and strategists. Together, they possess all the knowledge and expertise to run a successful social campaign.

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What to expect from a social media marketing agency

When working with a social media agency for the first time, it can be difficult to know exactly what to expect. You might have reservations about whether or not they’ll be able to set out what they promise they can do. 

It pays to know a little more about what to expect when partnering with a social media agency for the first time. That’s why it’s vital that you set out clear expectations and goals together before handing over the reins. 

What are the goals of a social media marketing agency?

Their goals should align with your business goals and what you hope to achieve from your social media efforts – and this should be at the heart of the strategy they plan and execute. 

On a more general level, their goals typically revolve around growing brand awareness on various social media network platforms through content marketing and paid social ads. 

Your social media marketing objectives might include increasing brand awareness, driving traffic to your website, enhancing community engagement, lead generation, optimising customer support and so on. A dedicated agency understands how to make these goals a reality. 

What are the responsibilities of a social media marketing agency?

Social media marketing services are hugely varied and include a range of roles and responsibilities. Depending on your specific business needs, an agency’s responsibilities might include:

  • Paid social ads: Armed with knowledge about tools such as Facebook Ad Manager and Google Ads, they’ll handle your social media advertising to help boost brand awareness and increase traffic to your website. 
  • Content creation: Both for paid and organic content, they have a team of in-house creatives who possess the content vocabulary to develop engaging captions, videos, images and graphics to drive engagement on your social platforms. 
  • Content scheduling: They’ll help to manage your accounts and schedule each social media post at the most effective frequency and time of day. 
  • Social media analytics: A social media agency has all the tools needed to analyse the performance of each social network and to use this information to highlight inefficiencies and optimise campaigns for the future. 
  • Comprehensive campaign management: The social media team can handle everything involved in implementing an effective social media campaign, including observing the client’s audience, being proactive and detecting new content creation opportunities as they arise.

What platforms can you expect a social media marketing agency to promote the most?

According to a report by Social Media Examiner, Facebook maintains dominance when it comes to social media marketing – although this trend is declining year-on-year. Instagram remains the most engaging social media platform, and TikTok is quickly becoming the most used network for Gen Z. 

Social media agencies have extensive knowledge of each social media platform and current and predicted trends like the ones mentioned above. This means they know how to match the website to the audience for best results. From the nuances of YouTube to the ins and outs of LinkedIn, the experts know how to leverage each social media channel for the best results while keeping up to date with the evolving digital landscape. 

While some agencies offer a specific social media marketing service, others provide holistic campaign management across various networks. If you want to focus on growing your audience on a particular site, all you need to do is communicate this to the agency. 

How to work with a social media agency

Working with a social media agency should be a breeze. If it’s not, you might have chosen an agency that doesn’t align with your goals and expectations. Once you’ve chosen the agency you want to work with, be sure to set expectations and clear objectives before they dive into creating a social media campaign. 

Establish how much time and budget you want them to focus on different aspects of social media, such as paid social advertising, content creation and influencer marketing. Have your goals clear in your mind and let the agency know to ensure everyone is on the same page. This will help them to create a direct trajectory to achieve your business goals, instead of focusing on social platforms that a potential customer might not engage with.

The great thing about working with a social media agency is that they do the hard work for you. Part of their role is to stay on top of digital marketing trends, so once you’ve set out goals and expectations, you can sit back, relax and rest assured they have everything under control.

How can you cooperate productively with a social media agency?

Social media agencies are experienced in what they do and they’ve most likely worked with a range of clients in the past. This means they should know how to handle the needs of different types of businesses and to cooperate with them as well as having an in-depth knowledge of how to manage social platforms. 

If you want to ensure you’re working as efficiently as possible with the agency you choose, there are a few things you can do. For example, you should be proactive in sharing any content ideas you might have and voice any concerns if your social advertising channels aren’t performing as you would expect them to. 

Tips to find the best social media agency for your business

As with any external party that you might involve in your business, there are some key things to consider before hiring a social media agency, such as:: 

  • Capabilities: Think about which services you need and if they align with those being offered by the agency. 
  • Culture fit: You can get a good understanding of an agency’s culture from their website and the initial communication you have with them. Do you share the same values?
  • Expertise: Is their team made up of individuals with expertise in specific areas such as paid advertising or copywriting? For instance, if you want to increase your followers you might benefit from an agency that offers SEO skills and can analyse the performance of different social media platforms. 
  • Affordability: Are the social media marketing services being offered affordable for your business or are they going to stretch your budget too far?
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What should you look for when seeking a social media agency?

Look for digital marketing agencies that are well reputed in the social media marketing world. Be sure to do some research and check out client testimonials and reviews to get an idea of what it’s like to work with the agency and the type of social media strategy results they’ve generated in the past. 

Review content they’ve created for previous clients to get an idea of whether or not the style and tone fits your vision and is appropriate for the target audience you want to engage with. Assess whether they have worked with other companies that operate in the same niche as you, and if not be sure to discuss how they would approach working with you. 

Axonn is a full service digital marketing agency for businesses of all shapes and sizes. Our team of skilled professionals are experienced in social media management, from initial content creation and ideation to executing campaigns, to analysing the results, Axonn can help you achieve the results you need to grow your business.