Whether agencies like to admit it or not, there’s always a palpable excitement in the room when the team comes together to plan a client’s social media strategy, devise a new campaign, build a brand from scratch, or just about any activity to do with marketing for a client.
On the opposite side, there’s a stark difference in energy and resources when it comes to strategizing their own social media efforts.
As marketing agencies, you’ll know better than anyone the importance of an effective social media presence. With a client-first mindset, a lot of agencies let their own marketing efforts take the backseat.
Even if social media services are not something you offer to your clients, having a strong social media presence of your own could do wonders for your business in terms of generating leads and increasing brand awareness.
If you’re wondering how to get started on your social media strategy or just simply looking to revive your dormant social media accounts, we’ve covered a few tips that can be of some use to you.
1. Stay informed
Staying informed of what’s happening around your industry is vital to your business and the clients that you serve.
Let’s say you have clients from the e-commerce sector. You have to stay informed about what is trending in the industry to let your clients know that you’re aware of the wider context surrounding their brand.
This way, your clients will feel assured that you’re on top of things.
This tweet by Edelman Digital is a fine example of sharing content that’s informative for any brand that wants to keep themselves updated on new trends in consumer behaviors.
— Edelman Digital (@EdelmanDigital) April 29, 2020
2. Show your work
Let’s face it. Companies aren’t going to hire a private investigator to find out what your agency is capable of.
What they might do instead, is to visit your website, social media accounts, online review forums, and so on. Basically, they’re going to be all over your online presence before approaching you or sending you an RFP (Request for Proposal).
While a strong website and a ton of 5-star Glassdoor reviews are sure to impress, a dormant social media profile (where the latest post is from 2017 and there’s little to no engagement) will surely break the illusion and leave people confused.
How do you avoid that?
Simple, just show people what you do. Share some of your best works on social to let your clients know what sets you apart from the rest. Post videos, infographics, charts, and images that show your agency work. A little behind-the-scenes content can also work wonders.
Here’s a Facebook post of 360i sharing a video from a project they worked together with National Geographic.
3. Be consistent
You have got to be consistent on social, especially when it comes to branding. It’s not just the work that you do that sets you apart from your competitors. Your branding, in equal parts, also helps create your own identity.
Pay attention to your brand style.
Ask yourself this question: Are the colors, fonts, and visuals you use on your website the same as the ones you use on your Facebook page?
Your website and your social media channels are different, yes, but they should both be immediately recognizable as belonging to your brand. Ensure consistent use of color, design, and logos for instant brand recall.
The rule can be applied at campaign-level too. This Instagram grid was shared as part of We Are Social’s Women’s Day campaign to provide menstruation supplies for asylum seekers, refugees, and those who can’t afford them.
Just by looking at this grid, you can tell that all six images belong to the same campaign.
As an agency, your clients will often belong to different industries, so when you share information catering to each of these different industries, it can easily make your social feed look chaotic — that is, if you don’t have a strategy in place.
Focus on consistency and make sure your content is on-brand. The content that you post will act as the voice of your brand. Having a consistent posting schedule will give your audience a chance to start recognizing your style and tone of voice.
4. Establish thought leadership
Regardless of the size of your agency, you need to share content that positions you as a leader in the field of your expertise.
Sharing content that translates your work, your opinions on industry insights, and resharing the work of other industry experts will give your agency credibility on social. Plus, it’ll also make you look like you know what you’re talking about.
Here’s a post of Ogilvy sharing the restaurant trends in the age of COIVD-19. Anyone from the Quick Service Restaurant industry would be itching to get their hands-on data trends like these.
Ideally, you want to make your social media feed the place to be if people want to know something about the field of your expertise.
5. Don’t lose the human touch
At the end of the day, you’re dealing with real people.
You want to stay connected and engaged with your followers (also people) and for that to happen, you must be careful not to lose the “human touch”.
If people categorize your agency’s brand personality as that of an ice queen, it’s time to intervene.
Critical Mass reveal their warm and friendly faces via their Instagram.
Staying human on social is not as hard as you might think. Start by showing the faces of your team. Remember that palpable excitement we spoke about earlier? Try to capture that moment and share it on social. That’s a start.
Share moments of celebration, company events, behind-the-scenes pictures, and real-life learnings to give your audience a glimpse of who you are.
It’s these little things you do that will make clients want to connect and associate themselves with your agency.
If you’re looking to learn more, we might have something that’s even more fun and exciting in store for you.
A free guide to social media marketing for agencies
I mean, managing your agency-client relationship can be complex, but your social media doesn’t have to be, right?
That’s why we put together an easy-to-understand guide to improving your agency’s content and social media efforts!
The Social Media Marketing Guide for Agencies covers everything you need to know to guide your clients to social media success and help grow their businesses.
As you read through this guide, it will become clear exactly why you should care about your own marketing efforts. We’ve also mapped out tips for an effective social media strategy, answered questions on how to prove social media ROI, and more.