The infamous Stephen Covey once said, “Begin with the end in mind.” What’s your goal as a small agency? If you’re a successful small agency, keeping existing clients happy is undoubtedly an important goal. According to HubSpot’s Marketing Agency Growth Report 2018, acquiring clients is a major pain point for 60% agencies, which means that the smartest way to keep revenues consistent is to keep your existing clients very happy
As a digital marketing agency managing a client’s social media accounts, it’s essential to keep your clients’ goals and endgame in mind. You need to be clear on how you’re going to help them achieve these goals, and then you’ve got to deliver on time. Oh, and you also need to do all of this on a limited budget. Don’t worry; we’re here help. Here are seven smart, low-cost ways you can manage social media accounts and keep those clients happy.
What are your endgames and deliverables for each client? If you don’t have these documented clearly, you can’t align client expectations to your team’s approach. That’s a surefire way to client dissatisfaction.
In order to get those endgames and deliverables nailed down, set SMART goals that are specific, quantifiable, and in line with why your client hired you. Many small agencies do this but face setbacks during execution because of hurdles and circumstances that are unforeseen. Here are two major red flags to watch out for:
Your first concern after accepting a client project should be capacity. You need to make sure you have the resources to produce quality work within the agreed upon deadlines. Most small agencies have one account manager handling way too many client accounts, which can lead to problems with delivery. If that manager is tied up, then there’s no one to follow up and ensure delivery.
The situation could also become dicey if you have already accepted to work with too many clients and there isn’t enough capacity to handle daily assignments for clients. Here’s how you can avoid these crises:
Keeping your clients’ account details, documents, and content in one place for all project contributors to access is a key part of managing client social media accounts efficiently. Another important part of managing multiple projects without hangups is investing in good project management software. The good news is that there are several free and affordable software options that you can use to automate or streamline most repeat tasks. That leaves you with more time to focus on strategy and improve performance.
There are so many different types of project management software that you can use, but these are particularly helpful for managing client social media accounts:
Consistency is important in establishing brand recognition. Today, there are so many social media platforms to use, and there’s stiff competition in every industry you can imagine. How, then, do you expect your target audience to recognize you? The first rule is to create content that stands out, of course. But it’s equally essential to create content that’s consistent across social media platforms to promote brand recognition. Sometimes, a person has to see the same content more than once for it to register in their minds.
One easy way to ensure consistency across social platforms is by grouping client accounts to share similar content. You can save time and effort on this activity by saving content in an organized manner and linking content folders to social account groups for automatic sharing.
If your social media strategy is really goal oriented, it won’t matter to your clients if you’re publishing only original content or a mix of original and curated content. Only the outcome will matter to them. Curated content can actually contribute towards achieving your clients’ goals. When you curate influencer content, you strengthen your relationship not only with influencers but also with your social media audience who will see that you are more focused on giving them value than tooting your own horn. Here are a few easy and efficient ways to curate content:
Many small agencies overlook social media marketing or consider it solely for brand reputation management. The truth is that the potential of powerful social media monitoring is limitless. The quality of results you get out of this activity entirely rests on what you listen for. The most common outlook with social media monitoring is to listen to brand-related keywords. But you can do so much more by listening to competition, influencers, trending hashtags, and intent-based search terms using monitoring tools such as Google Keyword Alerts or BrandWatch.
Here are a few suggestions for setting up your social media monitoring:
As a small agency, you’re certainly not a stranger to ads on digital media. You may have setup ads for yourself and your clients; you have probably experienced success sometimes and burned your budget others. Regardless, you’re aware that ads are a highly recommended part of social media marketing that you can’t avoid. Here are a few tips to increase your success rate with Google and Facebook ads.
Every small agency owner wants to maximize the impact of spend to make sure clients are not just impressed with the results but keep coming back for more. With these seven hacks for keeping your costs down and your clients pleased, you can spend less time crunching numbers and more time, say, growing your agency.
Disha Dinesh is a Content Strategist at Godot Media, a leading content agency. Her interests include social media and content marketing. When she’s not on the hunt for content and social media trends, she’s foot-tapping to the latest in progressive music.
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