Starting your own social media marketing agency can be incredibly rewarding, though it also requires a lot of hard work and expertise. Landing clients is a difficult enough step, but once you’ve got one, you need to be able to follow through.
There’s no need to stress, though! Keeping your clients happy and helping them grow their business through social media marketing is a fairly formulaic process. While you need to be able to tailor your marketing plan to each new client, the process by which you determine what’s best for your client is easy and repeatable.
In this article, I’ll be going over the full step-by-step process that I use to make a great impression with my customers when onboarding new clients for my agency.
Overall, you need to keep in mind that delivering results to your client will involve learning everything you can about your client’s brand/business, social media challenges, and their long and short-term marketing objectives. Thankfully it’s possible to put together a process that you can use for each new client, no matter how different their brand, challenges, and objectives.
I’ve put together a 7 step process that I can use with every new client I bring on, and I’m going to take you through this process so that you can use it too!
Perform an analysis of the SMM profiles available.
One of the most important stages of planning when it comes to developing a social media strategy for a new client is auditing their existing social media activities. In fact, a social media audit is actually a great way to land clients—it shows that you have done your due diligence and can easily show them a snapshot of existing strengths and weaknesses.
If you didn’t do a social media audit in order to land your client in the first place, then this should be the first step when it comes to coming up with your strategy. An audit will not only help you understand what has worked for them in the past, but it will also show you what needs improvement and help you answer some questions that should be on your mind.
For instance, a social media audit can help you answer questions like, “Does an investment bank really need to be on Snapchat?” (The answer is, if that’s where their target audience is engaging with them, then yes!)
Read through the audit data to determine things like audience, posting times, effective content, non effective content, etc.
With the information you’ve gathered through your social media audit, you’ll be able to determine:
Audience Size – Your job as a social media marketer is to continuously build your client’s audience. That means you need to make note of the size when you first start working with them, and assess the growth on a weekly basis against your client’s main competitor. Typically, audience size grows slowly if you’re doing it organically, so paid tools are a good growth tactics.
Audience Profile – Make an audience profile with all of the characteristics of your client’s ideal customer. As you grow the audience, make sure it is targeted to the right characteristics—or to the ideal customer. If your numbers grow that’s great—but it doesn’t mean much if you’re not converting those numbers into customers. You have a better chance of doing this if you’re targeting the right followers.
Reach & Engagement – Find out who the content is reaching and who is engaging with it. Tailor content as needed to ensure you’re reaching your target audience.
Traffic – Measure the traffic that is coming in to your website from the content being published. See what works and what doesn’t when it comes to driving traffic toward the business website, where sales, appointments can be made, or leads can be put into the sales funnel.
Content Style – Determine the styles of content that seem to work best to attract new followers, engage the audience, and drive traffic to the areas that you need them.
Analyze the competition’s accounts and the industry in general.
In addition to performing a social media audit of your client’s accounts, you also need to analyze their competition’s accounts and the industry as a whole. See where your client’s brand stands in relation to the industry, and determine which competitors are succeeding. Find out how often competitors are being mentioned, by whom, and where they are being mentioned.
Look at influencers within the niche and see what they are talking about and what brands they’re talking about. Measure the competitors’ success and see what campaigns worked for them. What did this campaign work? What did they do?
The next step and the ultimate goal of this assessment is to see what the competitors are NOT doing that could benefit the industry. Once you discover this, build a campaign around that discovered industry need. This will help set your client apart from the competition.
Create a content plan based on blog content, video content, etc. If they have no content then it’s best to start by building a plan to create content for them. Then come back to this step.
Creating a content plan—or content calendar—is an essential part of unrolling a successful social media marketing strategy.
The social media content calendar lists the dates and times that you will publish specific types of content, and shows which channels you will be posting those pieces of content on. A content calendar is the perfect place to plan all of your social media activities—from posting images and link sharing to publishing blog posts and videos.
You should include both your day-to-day posting, and content for social media campaigns. Your calendar will help ensure that your posts are spaced out appropriately and published at optimal times during the day to attract the most viewers.
Plan effective remarketing campaigns for the business. (Look at sales pages, appointment pages, etc. and remarket to traffic visiting those pages.)
Paid marketing campaigns can be incredibly effective, but even more effective are remarketing campaigns.
When planning out your campaigns, make sure you use ad formats that accomplish two vital things: drive a call-to-action; and improve brand recall through branding and images. For the best results, you also need to keep A/B testing with different ad creative in order to find the most memorable copy and image combos and to find what drives the greatest CTR (clickthrough rate). You should aim for a CTR of 0.4% or higher.
After your initial marketing campaign, leverage the data you already have at your disposal for more precise targeting. Look at the data that shows with information category interested a group of visitors, and use that insight to target that group with relevant ads.
You MUST make sure to allocate some of your budget to retargeting. And of course, you need to test, test, test, and then measure. Pay attention to which metrics matter to your brand before you set out on your remarketing campaign, so that you can clearly and accurately gauge campaign performance as you go.
Create unique content or entertainment style ads to use for cold traffic lead generation.
Though sales are awesome and should always be a goal, not every stage of your strategy needs to be focused on sales. Draw in visitors with awesome pre-sales content that will give your ideal customer immediate, practical value.
Instead of sending cold traffic directly to a sales page where you ask them for something, focus on giving some initial value to your leads. Funnel cold traffic to free open content that offers value so that you can start your relationship off on the right foot.
Instead of immediately trying to sell to your cold audience who isn’t yet familiar with the brand or product/service, you can garner their trust and win them over to liking the brand by offering valuable content.
Analyze performance and improve based on the data.
The key to succeeding with a social media marketing campaign is constantly analyzing your performance to see where you can improve, and then implementing those improvements. This is never more important than when you are first starting off with a new client.
To analyze your client’s performance, ask yourself the following questions:
- What’s working, and what’s not?
- Who is connecting with you on social?
- Which social media sites does your target market use?
- How does your client’s social media presence compare to that of their competitors’?
Once you’ve gathered this information, you’ll have a great foundation to start putting together a marketing plan that will get the results you and your client want.
If you’re ready to start your own digital media or social media marketing agency, then enroll in our online Digital Marketing School! You can also follow us on YouTube, Facebook, and Instagram for helpful content daily, or visit our blog for FREE training that will help you take your agency to the next level.