Startingyour own social media marketing agency can be an intimidating step in setting up your dream career, but with dedication and the right educational resources, you’ll be landing clients in no time.
Unfortunately, getting your social media marketing agency, or any business, really, up and running isn’t as simple as coming up with a name and getting a website—though those are some obvious important first steps. A business isn’t anything without clients, and when you’re first making a name for yourself, landing clients can be very daunting.
However, that’s why we’re here! In this blog article, I’m going to go over the easy 5 step process that is guaranteed to help you land clients for your social media marketing agency. That’s right, landing clients is as easy as 1,2,3…4,5!
These are the 5 steps to landing more clients for your social media marketing agency:
- Qualify Business
- Value Offer
- Info Meeting
- Create Proposal
- Present Proposal & Close
1) Qualify Business
Qualifying a business essentially means you have to determine whether or not someone who is interested in your services is a good fit as a customer. If you determine that yes, they are worthy of your time and effort, then you can take the following steps to turn them into a customer.
This is an important step whether someone is reaching out to you, or if you are researching prospective customers. Making sure that your agency is the right fit for any company is the first step in guaranteeing your client great results.
A few reasons why qualifying a business is an important first step in landing clients are:
- Qualified leads have a higher return on investment and higher close rate
- Getting the right kind of work from the right kind of customer will lead to happier clients
There are a few crucial steps to qualifying any business.
First off, you need to know the business—determine whether your prospect has a specific need or challenge you can satisfy and whether it’s feasible for them to implement your particular product or service.
Second, you need to look at the profit margin/revenue of the business. Find out what the business’s revenue is on a monthly and annual basis. This will give you an idea of how much revenue needs to be generated through your services in order to show that you are providing value to them.
Next, it’s crucial to analyze the size of the business and the number of locations. If one company only has one location, while another business you’re looking at has six, it makes sense to align your SMMA with the company with six locations.
Fourth, you need to check out what the business’s customers’ are saying by checking out customer feedback. Look up the business on online rating sites like TripAdvisor, Yelp, and Google to get an idea of how that business is doing in reference to customer feedback. Would you want to do business with a company that has a two star rating?
Last, and most important, if you’re trying to land clients for your social media marketing agency, you have to analyze how they’re doing on social media. If the business you are prospecting is on social media already, then monitor their posts and pay attention to whether they’re currently doing any type of advertising (i.e. Facebook and Instagram ads,etc.).
2) Value Offer
Now that the prospective business has been qualified, the next step is reaching out to the business. Whether you choose to reach out through email or cold calling, you’ll need to introduce yourself, what you do.
To put yourself a cut above the competition, you need to reach out with something you can offer them right off the bat that will get them to take a meeting. In your first interaction with them, let them know that you would like to offer an audit of their social media accounts, a 15 minute consultation, or a strategy session over the phone or in person.
Once the offer has been delivered, inform them that you will be following up in a couple of days—I recommend a waiting period of about 2 days—to answer any questions they have. Once a couple days have passed, follow through with your follow up. At the conclusion of the follow up, offer different days or times to set up a face-to-face meeting with them.
3) Info Meeting
At the end of your follow up, you should have set up a time for a face-to-face information meeting. The most important goal for this first meeting is getting to know the client and learn more about their business.
In this meeting, you should be asking questions like:
- Tell me more about your business?
- What type of marketing have you used in the past?
- What worked and what didn’t work with your past marketing campaigns?
Questions like these show the prospective client that you care, and provide you with the opportunity to show them that you know what you’re talking about.
Though you might be tempted, remember that this first meeting is not meant for you to sell anything to the customer. Never discuss price in this meeting, but explain your services and let them know how you can apply them to their business. For example, some of the services your social media marketing agency might provide:
- Set up SM business accounts
- Create a website
- Email marketing campaign
If the client asks for pricing, which they likely will if they are interesting, offer to put together a custom proposal. At the conclusion of the first meeting, inform them that you will be following up in 2 days to set up the second meeting to go over your proposal. When you follow up make sure to give them several days and times to choose from for your meeting.
Now you have to prepare a proposal to present to your prospective client at your next meeting. This proposal will essentially consist of a marketing plan—a step-by-step process of what your agency will do to increase the business’s value and convert new customers to sales. Keep in mind that this proposal is not a contract—though it can be if you want it to be.
Some of the major proposal components include:
- Posting schedule: Which networks are you going to be monitoring and how often will you be posting? If posting approval process is needed, then be sure to outline what that would look like.
- Content creation and curation: This can include creating a social media content calendar taking photographs, and keeping a pulse on industry news.
- Brand keyword monitoring: Be sure to note which keyword(s) you will be tracking.
- Analytics and reporting: How often will you be reporting on analytics and what will you be tracking?
- Social media management details: When will you be available to engage on social media? How much time will you be dedicating to the client?
5) Present Proposal and Close
Now that you’ve got the proposal written up and put together, it’s time to present it and close the deal. The most essential part of this presentation is to be confident and honest.
If you do not know an answer to a question that they ask, just be honest and tell them that you have not been asked that question before. But most importantly, tell them that you WILL find the answer and get back to them right away.
This is also the time for you to present pricing. While this might be a bit uncomfortable, you need to power through, because there is no deal without a price. Let them ask questions. Breakdown each line item of the proposal and explain to the customer the pricing and the reasoning behind the amount.
Once you’ve gone through the proposal, ask them if they have any final questions and make sure the customer is clear on pricing. If they’re ready to go ahead and don’t require any adjustment to the proposal, close the deal by getting their signature and having the customer sign the proposal.
You’ll also need to get payment information and explain invoicing procedures. You’ll need to get them to fill out a credit card authorization form so you’ll be able to use their CC for Facebook Ads, PPC campaigns, etc.
If there’s any purchase indecision after presenting your proposal and pricing to the customer, and they’re not sure if they want to sign and move forward with your SMMA, ask them what is making them hesitate. Is it too expensive? Are the services not right?
Once you have this feedback from the client, propose a third meeting. Make small adjustments to the proposal if needed and present to them in person. Only send the revised proposal via email if the customer is too busy and is unable to meet.
If everything goes smoothly and the client has signed the proposal, you’ll have to send them a client intake form. This will gather account information like social media account login information, Google Adwords account if applicable, what marketing agencies they have worked with, goals in working with your company, etc. Make sure you also establish when you will be starting services for your new client!
With these 5 easy steps, I can guarantee you’ll be landing clients in no time and be well on your way to making a great living as a digital marketer!