You know that social media is integral to building interest in your brand. But as a solopreneur or small biz owner you’re already juggling a zillion balls. It’s time to outsource all that Tweeting, LinkedIning, Facebooking and IGing and hire a social media marketing agency who can do it and your brand – justice.
But if you’re thinking about hiring your best friend’s cousin, your teenager, or a college kid looking to build their resume, hit the brakes. This is your brand we’re talking about here. You don’t want to entrust it to just anyone. Even if they’re inexpensive. (Correction: Especially if they’re inexpensive!)
To make sure your brand remains in good hands, here’s what to look for when hiring a social media marketing agency.
1. They actually walk the walk (and tweet the tweet)
Anyone can type up a tweet or upload an image to LinkedIn. But if that content isn’t seeing numbers or getting engagement, then it’s wasted money. Your potential social media marketing agency should be able to formulate a cohesive strategy that aligns with your business goals, period. They should also show up with receipts. What kind of impressions, engagements, click-throughs and conversions are they getting? How do these measure up against their clients’ previous numbers? And what’s their plan for getting you the same results?
2. They really heart (or double-tap) what they do
You can do a decent job with a paint-by-the-numbers approach to social. But it’s the social media marketing agencies that truly love what they do that absolutely kill it. These are the ones that live and breathe social, work their tail off to get your brand out to the world, and are always coming to you with new ideas, research and opportunities. They lead instead of follow – and they never rest on their laurels.
3. They’re amazing at managing people (including you)
Social media isn’t just where brands interact with customers – it’s where customers interact with brands. Read that again, please. When hiring a social media marketing company, look for one that knows how to cheer along with customers, pass along feedback, diffuse awkward situations and turn a complaint into a positive experience. Look for the agency who keeps social media social and generates that buzz and conversation with your audience who’s engaging with your content. Peruse their past work for examples of these interactions, and ask them point blank how they approach positive, neutral and crisis-type situations. And make sure that they’re responsive, because time is (your) money!
4. They’re numbers people who don’t just run the metrics report, but can effectively communicate them to you!
Social is about connecting with people, sure. But it’s also about business. A social media marketing plan that isn’t underpinned by metrics won’t get results. Your prospective social media agency should have a play-by-play of monthly metrics that matter to your overarching business goals and the goals outlined in a strategy. This way you’re tracking progress and always in the loop of how things are going. They should be making decisions based on data, not just gut feelings. You should expect to know where every cent of your investment is going and what you’re getting in return. If all you’re getting is vague platitudes and impenetrable marketing speak, it’s time to walk!
5. They get what your market niche is all about
A healthcare audience is going to expect different things than an audience for a fashion, manufacturing or education brand. Your social media agency should be able to show a deep understanding of both what you’re all about, and what your category is all about. Understanding the nuances of your niche means better connections, better conversations, and better adoption of your brand’s voice. Usually agencies specialize in certain niches – but you also want to make sure that they’re not doing the social for your key competitor. Ask the tough questions and see what kind of answers you get.
6. They’re creative – even on a deadline
A great social media presence is all about capturing the attention of busy people and bringing consistent brand awareness to your audience on the various social platforms. The more creative your content (while still being on brand!), the better. When interviewing social media marketing agencies, check out their past work to see whether it’s exciting, engaging and ownable – and ask if they have anything in particular in mind for you. Don’t forget that turnaround matters: social is a fast-paced space, and your agency needs to be able to come up with gold at a moment’s notice.
So now you know what to look for when hiring a social media marketing agency! Still have questions, or want to talk to the best in the biz (I kid, but we know it’s true)? Drop me a line, and let’s talk about taking your social media presence to the next level!