Social media is an essential part of any marketing strategy, including for agencies. With over 4 billion active social media users worldwide, LinkedIn, Instagram and Twitter enable agencies to connect with their clients and prospects.
However, there is a distinct contrast between merely utilising a social media platform and harnessing it correctly.
Discovered in our Agency Marketing Report research, we found that a staggering 71% of agencies analysed did not have a clearly defined channel strategy. Looking deeper into the detail, 38% of the agencies had no rhythm or consistency in their social posting, and 32% distributed content that was irrelevant to their services and proposition.
How is this possible when social media is such an integral part of our daily lives?
As a small agency ourselves, we understand social media marketing can be overwhelming, especially when managing multiple clients, and keeping an eye on resources. That’s why we've compiled some best practices for agencies to nail their social media marketing.
Let’s dive in.
Define your target audience
Before you start creating social media content, you need to define your target audience.
Ask yourself:
Who are you trying to reach?
What are their interests and pain points?
What social media platforms do they use?
Understanding your target audience is crucial for creating content that resonates with them and drives engagement. Findings from our report suggest that only 58% of agencies speak to a defined audience through their social content. It's essential to know who your audience is, what their interests are, and where they spend their time online. This information will help you tailor your content and messaging to their preferences, making it more likely that they will engage with your brand.
Choose the right social media platforms
Not all social media platforms are created equal, and each has its own strengths and weaknesses. Depending on your target audience and marketing objectives, you should choose the social media platforms that are most likely to reach your audience and achieve your goals.
We always recommend you focus on the platforms that will most likely fulfil your objectives first, rather than spreading your resource too thinly.
Create High-Quality Content
Whether you're creating videos, images, or written content, it's essential to ensure that it's diverse, visually appealing, and engaging. Our report highlights that 44% of agencies produce content without a clear audience in mind. Without this fundamental piece of the puzzle, you’ll not only disengage your audience with content that isn’t of interest to them, but also you’ll place your brand on the backfoot of their minds.
Ultimately, your content must be designed to capture your audience's attention and encourage them to take action, whether that's sharing, liking, or commenting on your posts.
Use hashtags strategically
Hashtags can help your content reach a wider audience and increase visibility. Use relevant hashtags that are popular in your industry or niche and create your own branded hashtags to encourage audience engagement.
Monitor and Respond to Feedback
Monitoring social media mentions and responding promptly to your audience inquiries and comments can help you build strong relationships with your audience, which in turn leads to an improved brand reputation, and positive experience.
Track your social media metrics
To determine the effectiveness of your social media strategy, track your social media metrics. This includes engagement rates, follower growth, website traffic, and lead generation. Use these metrics to optimise your future content to improve overall engagement and performance.
Social media marketing is a powerful tool for agencies whether it be designed to build brand awareness, engage with their audience, and drive traffic to their website. By following these best practices, agencies can develop a successful social media marketing strategy that maximises their impact and drives results.
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