It’s time to rethink the way your agency approaches social media marketing and the role it plays in your larger digital campaigns, along with how you gain and retain clients. This shift will require changes in both how you construct social campaigns and how you measure them.
How to Use Social Analytics to Win Agency Clients
Let’s take a look at what the best and brightest in the agency world have to say about the future of successful social agencies.
1. Pay More Attention to Consumer Intent
Lisa Gevelber, Google’s VP of marketing, recently shared how starting with consumer intent can help you reach more of the right people than demographics alone.
Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help—whether it’s a karate newbie watching an expert do a move on YouTube or a mom looking for the best deal on a pair of sneakers. When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments. And they’re the best opportunity marketers have to connect with people at the exact moment they are looking for something.
What You Should Do: Think about your agency’s social content and campaigns as not just telling a story, but also filling an immediate need. Conduct an audience analysis on your client’s social channels, and use this information to make lists of what that client’s audience needs, as opposed to who they are. This will reframe your thinking and make your campaigns more effective.
2. Start Looking at Content Creation Differently
According to Jay Baer at Convince and Convert, it’s time to start looking at content creation (on social and off) as a customer retention vehicle first and foremost. He says:
With the exception of SEO-driven blog traffic (more on that later), the majority of agency content and social interactions will be with people who already know and support the firm. Who reads the blog? Clients. Who follows the agency on Twitter? Clients. Who is a Facebook fan? Clients (and employees).
This means that your content, on your blog and on social, serves as major connective tissue between your agency and its clients.
What You Should Do: Start thinking of your social content as a means to keep clients where they’re meant to be — at your agency, of course. By building up your agency’s authority in your clients’ hearts and minds, and engaging with them vociferously on social, you’ll keep strengthening that barrier to exit.
If you don’t have a baseline retention rate, establish one.Then pair this data with your social data to develop a means of predicting churn based on lowered or absent engagement with your content and social efforts.
3. Up Your Internal Knowledge Game
The agencies and leaders with the best ideas are usually the ones who spend the most time absorbing other really smart peoples’ ideas, whether that comes in the form of a book, a YouTube video, a podcast…you name it.
There are many ways to get your learning on, but it’s time to up your agency’s internal knowledge game so that every employee is positioned to serve your clients with expertise.
What You Should Do: Start a monthly agency book club. Incorporate a social marketing-focused video in every weekly meeting. Begin blasting out relevant industry content in Slack or on whatever other internal messaging service you use.
4. Increase Your Speed
In this HubSpot blog post, Doreen Bloch from Poshly Inc. talks about how absolutely vital it is for agencies to level up their speed to remain competitive.
The digital age moves at lightning speed, and agencies need to have the ability to adapt and keep up with the pace. As well, at agencies there are often multiple layers of reviews, which slow things down and holds up the ability to be active in real time. It’s critical for agencies to evolve the speed factor so that they move as quickly as consumers do.
And in this AdAge article, Marc Brownstein notes:
The days of having six weeks to concept for a campaign are over. While process and structure are still important, timetables are not what they used to be. That’s because companies need to move faster and pivot to respond to market conditions.
What You Should Do: Make sure you know exactly what is going on with your client’s social channels at any given moment by incorporating social analytics into the planning, execution, and measurement phases of your campaign. This will give you the flexibility, fast reaction time, and optimization capacity that clients are looking for in the current social ecosystem.
5. Anticipate Needs
To stay competitive, the contemporary agency (especially the social-focused agency) has to anticipate client needs before they occur. This comes down to knowing the brand (on and off social) just as well as you know your own.
What You Should Do: Proactively bring fresh ideas and finished work to your client — but make sure it’s informed ideas and informed finished work by conducting regular social media audits on all your client’s social channels and campaigns. This will ensure that your materials are more likely to impress your client (and client’s audiences).
6. Put #AnalyticsFirst
A complete social analytics strategy will help you understand everything from your audience and competitors to the impact of your brand activity on your audience and overall business goals, but this takes time. It’s important to focus on the areas that can have the biggest impact, and abandon metrics that don’t provide real insight.
To learn more about a full social analytics strategy and generate some ideas for seamlessly incorporating social analytics into your own social marketing efforts as an agency, download our white paper “What Is Social Analytics?” by clicking the link below.