Agencies get a bad reputation.
When it comes to social media, prospective clients may think your team won’t understand their industry lingo or portray an authentic voice to their followers.
But that’s not always true.
Diligent agencies do the hard work to build social media strategies that speak to their client’s audience and produce results.
Here are five ways your agency can better engage with your clients’ followers:
1. Gain Industry Knowledge
Every industry isn’t created equal. What works for your fashion clients might not hold true for those in the tech business.
Agencies usually fall short when they make assumptions about their client’s industry. Instead of focusing on what works for the client, they stick to the same old routine.
Stanley Meytin of True Film Production agrees:
Most agencies have a wide client base and dabble in several industries. You can have them help you with your digital marketing skills, but sometimes it doesn’t really feel worth it if they have to come back to you to ask about technical-or industry-related things anyway. Take the time to learn about the industry you are trying to help a business in!
The key is to gain industry expertise about your client’s market. Learn about their best practices, thought leaders, and worst mistakes.
Then use that insight to inform your client’s social media strategy. Start following experts that relate to their products. Post comments that add real value to industry trends.
Knowledge is power. You’ll gain more results for your clients when you know more.
2. Embody the Brand’s Voice
Authenticity is most likely a big concern of your clients.
Clients want assurance that your team will match their brand’s voice. They fear that their social media messages will sound like it’s coming from a third-party outsider.
For instance, Shopify understands the entrepreneurial spirit of their audience. So, the eCommerce company reflects that vibe in their tweets.
If you want to embody your client’s brand voice, your team members must engulf themselves into the culture. Because in the end, you want to produce social media posts that sound like your client’s brand, not an agency.
Speak one-to-one with their employees to gain another perspective on your client’s voice. Read their current brand messages. Request any style guides they might use.
Ask to set up meetings with their customers to better understand why they chose your client. Participate in their webinars, and if possible, attend a live event hosted by your client.
3. Build Relationships
As an agency, your staff may sometimes get bogged down by the metrics. Your clients demand more retweets, comments, and user-generated content.
But there is something more valuable than all that. It’s called relationships.
Social media is an effective way to get people interested in a brand and its services. So, create methods to build relationships for your clients.
What if your client just wants retweets? Well, that’s when you need to sell value. Relationships can lead to more sales, higher customer retention rates, and co-marketing opportunities.
Here’s an example from Whole Foods. The supermarket chain talks directly to their consumers and offers resources when necessary.
Don’t limit your agency to the obvious perks of vanity metrics. Dig deeper. Give your clients the benefits of relationships.
4. Be Visual
Social media posts are bite-sized pieces of information. And due to the high volume of content out there, no one reads every single post.
To grab the attention of your clients’ followers, use visuals. This may include images, infographics, GIFs, and even short video clips.
People would rather look at a photo than read 1000 words. It’s how our brains work.
Research reports that “content with images gets 94% more views than content sans images. It doesn’t matter what industry, topic, niche, or specialty, images matter.”
Nike showcases their brand by posting photos via Instagram. Most of their images inspire customers to take action and stay fit.
5. Think Strategy, Not Tactics
Most clients will email you wanting to know how you can increase their followers today. They are interested in how many shares a Facebook received on Wednesday.
When talking to your client, change the conversation from tactics to strategy. Explain the long-term process for reaching their goals. Ask clients what they hope to accomplish from social media services.
Nazli Ozerdem, associate strategist at 360i, says:
KPIs should be connected to your brand’s business goals: The number of fans you have (and other metrics) should not be an end in and of itself. Furthermore, to gauge the success of your social efforts, you may have to measure other media as well.
Transform your clients tactics into strategies that will generate results.
Show your clients that you understand their brand. Develop a strategy that not only increases social media engagement, but also builds relationships.
Give clients a reason to hire your team. Engage with purpose.
If you’re looking for a tool to help you better manage and report on your social media engagement, start a free trial of Agorapulse today!