When it comes to building a strong online presence, your social media and content strategy are critical pieces of the puzzle. So much so, that many businesses turn to marketing agencies for help.
But choosing the right one can be daunting.
Before you sign a contract, digging deeper and asking the right questions is essential to ensure the agency will truly benefit your brand.
In this blog post, we explore three key questions you should ask any agency or freelancer before letting them loose on your social media profiles.
1. How will you get to know our brand and industry?
One of the first things you need to clarify with any potential marketing agency is how they plan to understand your brand and your industry. No two businesses are alike, and if an agency doesn’t take the time to learn what makes your brand unique, its strategy might miss the mark.
Why this matters
Your brand’s voice and identity need to be consistent across all channels. If an agency doesn’t thoroughly understand what sets you apart, the content they produce may not align with your brand or resonate with your target audience.
The result?
A fragmented brand image that could confuse or alienate potential customers.
What you should look for
Discovery process - Unless they have experience within your industry (see below), it’s unlikely they’ll be able to hit the ground running. So, how do they plan to manage the interim period and get up to speed?
Industry experience - Find out if they’ve worked with other businesses in your industry. If they have, ask for examples of past work but make sure they understand the differences your specific brand brings to the table.
Customisation - A one-size-fits-all approach does not work on social media, or even marketing in general. They should be able to explain how they’ll tailor their strategy to fit your brand’s specific needs and goals.
2. How do you measure success?
The second question you need to ask revolves around how the agency defines and measures success. It’s important to know that the metrics they are measuring align with the wider objectives of your brand.
Why this matters
Without having clarity about what “success” means, you could end up with your social media heading in one direction whilst the business goes a different way.
Success on social media isn’t just about getting likes or followers, it’s about achieving real business outcomes.
What you should look for
Meaningful KPIs - Make sure the agency focuses on metrics that align with your business objectives, not just vanity metrics.
Transparent reporting - How often will they provide updates? Look for an agency that offers regular, transparent reporting, typically monthly or bi-weekly. They should also be willing to discuss results and adjust strategies as needed.
3. How do you come up with new ideas?
Creativity is the lifeblood of any successful social media and content strategy. The third question you should ask a potential marketing agency is how they generate fresh ideas that will keep your brand relevant and engaging.
Why this matters
In the crowded digital landscape, standing out requires more than just following trends – you need to look beyond the obvious.
An agency that generates fresh ideas can help your brand capture attention, drive engagement and deliver growth. If they rely on the same tactics for every client, your campaigns might end up looking stale or generic, which won’t help you stand out.
What you should look for
Examples - Request examples of past campaigns where they’ve implemented unique or unconventional ideas.
Adaptability - In addition to being creative, the agency should also be flexible. The best ideas are those that can be adapted to fit your brand’s voice and goals.
Wrapping up
Choosing the right marketing agency to manage your social media and content strategy is a decision that requires careful thought. By asking these three questions, you’ll gain valuable insights into the agency’s approach, expertise, and ability to deliver results.
Remember, it’s not just about finding an agency that can create content; it’s about finding a partner who understands your brand, measures success in ways that matter, and stays ahead of industry changes.
Before you sign on the dotted line, make sure you’re confident in the agency’s ability to not only meet your expectations but also become a true extension of your business. The right partnership can make all the difference in how your brand is perceived online, ultimately driving your business’s success.
Until next time, thanks for reading.
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