Social media is a buzz phrase you hear about everywhere these days: first in the workplace, then on the Internet, and increasingly in social settings. Marketing agencies have recognized the value of this approach and use it in their client’s business model. Social media marketing is essentially the online use of social media channels and websites to advertise a product or service. Although the terms digital and e-marketing are no longer definitive in academic circles, social media marketing has become increasingly popular for researchers and practitioners alike.
The way a social media marketing agency conducts business has become the topic of much discussion, as social media sites like Facebook, LinkedIn, and Twitter have taken on a life of their own. Many entrepreneurs, marketers, and brand owners are using these sites to share information, build relationships, and engage with existing and potential customers. Using an agency to tap into this venue allows a business to focus on its customers and build stronger ties.
An agency can help with many aspects of a social media marketing agency’s work. The first step is to develop custom analytics for the site, ensuring that the company understands that audiences are engaging with the content and which are not. In addition, the analytics should be highly accurate, taking into consideration demographic factors as well as other important elements. In order to accurately gauge success, the analytics should compare apples to apples: the same keywords, same ads, and the same target audience, against similar ads posted by competitors. If the analytics are unable to match up the ads with the audience, the campaign is a loss.
Next, the analytics should allow the agency to see which platforms the business is truly on par with. A business can choose to utilize a handful of platforms, to spread its reach a bit further. Or it can go all out, creating dedicated platforms for each individual channel. For example, a luxury travel agency might create a dedicated Facebook page, YouTube channel, and Pinterest account. The social media marketing agency will be able to tap into the appropriate platform to market the business.
The final step is to ensure that the brand develops a social media marketing strategy. This strategy should include both traditional and contemporary forms of marketing, including SEO, email marketing, event marketing, content marketing, blogging, and viral marketing. The brand should consider everything from email lists to coupons to contests to establish a strong online presence.
Finally, the agency must understand the importance of measuring results. A good analytics system should not just include data on which keywords were clicked or which ads performed best. The analytics should also provide information about the types of conversations that arose in the site. Tracking data is key when developing a social media marketing agency strategy.