We often get asked this question: “What does a Social Media Advertising Agency do and what is covered in your fees?”
As a dedicated Social Media Advertising Agency we have a weekly and monthly process that repeats while a client is under management. Our 7 step process is detailed below.
As social media marketing (SMM) has become more popular globally, many companies are turning to SMM agencies to manage their social media advertising and social media posts. This often makes sense as each social platform requires a different approach.
What you share or advertise on YouTube won’t be the same as Facebook. Each social media platform is very different. They way content is consumed is very different and your approach will need to be different if you want to be effective.
Advertising on Facebook now requires a multidisciplinary skillset. Our staff are required to be competant in the following;
- Broad knowledge of marketing & branding
- Consumer psychology
- Visual and story creativity
- Direct-response copywriting
- Data analysis
- Facebook advertising policies
- Expert level understanding of the Facebook Business Manager
- Working knowledge of the Facebook advertising machine
So as social media advertisers, this has become a very specialised skillset.
As companies begin to tackle social media internally, they become aware that there is a depth of knowledge required to do so effectively. Which is why many businesses will hire an agency to do this work for them.
So what does a Social Media agency do for the money you’ll pay them each month?
Here’s our 7 Step Process for managing Advertising campaigns on Social Media.
Step 1: Onboarding
Before we get started, we’ll have an onboarding meeting where we document everything about your business. Who we’re targeting to define your audiences, what they are interested in and how they may respond to certain triggers. We deep-dive on your products and services so we fully understand the benefits they offer customers. We also examine some of your competitors to ensure your point of difference is clearly defined.
Then we build out the ad platforms on your accounts. This is important as you retain your data – even if you choose to stop working with us. Unlike other agencies who take your money and keep the data, we believe in transparency and that our clients retain all IP that we create for them.
Step 2: Ad Creative
At this stage we create a shared Dropbox folder for you to upload all of your existing advertising assets. This includes your images and videos, logo’s and any other relevant content.
From there we begin with your creative. This may include landing pages, instant experiences, video or image ads, copywriting and more.
We want you to feel comfortable with the work that we’re doing as well as the language we’re using. This sets a benchmark for us going forward and helps us work more autonomously on your future campaigns.
Working at speed is essential for profitable campaigns.
Step 3: Start running Ads
We will turn your ads on live and monitor/adjust as necessary.
New Ad accounts often require more work in the initial phases – especially when crafting new angles/offers.
A lot of work is often focused on the creative side, but just as much is required in identifying profitable audiences that you will advertise to.
As your campaigns become successful, we continue to optimise and build out a robust sales funnel. The idea behind this is that we help you scale and grow your business with a positive return on your investment.
Step 4: Ongoing Revisions & Optimisation
There’s a thousand different areas within the Advertising platforms that need ongoing maintenance and optimisation.
From ads to audiences to conversion rates to campaign types and more… not to mention when the tech companies decide to change things.
For that reason, we keep optimising your campaigns. The primary goals of your campaigns will often stay the same and to that end everything we do revolves around getting the best from the platform.
Step 5: Sales Funnel Expansion
Over time, we’ll see which audiences, campaign types, ads, placements and more are most successful.
From there we continue to expand your sales funnel to generate even more leads by optimising for the full buyers journey, until you reach a point of saturation (where you maximise your return on your chosen ad platforms).
One example of how we do this is to expand into new regions. For Shop owners, this might be breaking new ground in different countries. This opens up greater sales opportunties and can quickly turn you into a global company.
At this point we may look for new areas for you to increase market share on other platforms or using different methods. Many clients ask us to manage their other advertising channels after seeing our results on Facebook.
Step 6: Reporting
Internally, we monitor your ad accounts daily and we record weekly results of your campaigns each Monday. We find this to be the best way to track all of your campaigns and keep notes on changes we make and importantly, why we made those changes.
On the first day of each month we will send you a short, personally written, executive summary of the past months performance – looking at the metrics that matter most.
We will also offer recommendations and suggestions for any new opportunities we see to help grow your business.
This way you’re getting the best insight possible from your social media campaigns.
Step 7: Support & Project Management
We use support tickets to quickly monitor any support request from our clients.
All of our clients get access to our support desk and our key staff all have access to ensure your support is a priority.
Keeping support through one channel allows everyone to be on the same page.
By following these 7 steps we’re able to help clients manage their social media advertising.
For those that didn’t know before, I hope this gives some insight into our work life. The 7 steps shown highlights what a social media agency does and why paying a retainer to a social media agency is a good option when growing your business.