Social Media Marketing Services – Overcoming Client Challenges
Starting a social media campaign for a client is a lot like putting a puzzle together without all of the pieces. You may receive direction from the marketing manager, but once your social media manager starts posting to a client’s social media channels, you start to hear chatter from the sales team. The events team. The CEO. The graphics person. Suddenly, the puzzle is much larger than you anticipated, some of the pieces clearly belong to another puzzle, and your data-based strategy is now falling behind popular opinion.
If your strategy quickly becomes a watered down blend of opinions, direction via email and posts become a reflection of client opinion, is that a realistic solution for long-term success? No, it’s the fast lane to failure.
Is it classy to tell a CEO or a Digital Marketing Manager that they don’t know squat about social media? No.
Fortunately, there are other options.
Embrace the Social Media Team Concept
Sales team members, customer service team members, and industry experts all have a place at the social media table. While it’s easy to assume they don’t know as much as you do about social media, they are experts in their industry. Their ideas do have value, and it’s your job to translate them into a social media strategy that works.
If your client has enthusiastic team members, maybe it’s time connect them to the social media accounts and work with them. You might experience some delegation issues at first, but SproutSocial has you covered with Assigned Tasks for team members and a Sprout Social Team Report for tracking. Instead of holding up stop signs to client team members who want to help with social media, try embracing them.
Note: Hootsuite also has a team feature.
Don’t allow team members to post to social media accounts under the same log-in as your team (using the same log-in for multiple team members). Allowing them to post with their own credentials under their own name gives you the power to report on their progress. If they’re doing well, you can keep them on board; if not, they’ll probably fade away voluntarily.
One Team Rule
Review the public social media accounts of team members who are approved for posting. Is their Twitter account filled with volatile political posts? Do they use their LinkedIn page as a microphone to put down competitors? As the social media manager, it’s your job to make sure a brand is represented in a professional manner that won’t end in a PR nightmare. Don’t hesitate to bring a controversial social media account to light; it might be difficult to speak up but it’s easier to deal with it before it becomes a reputation management issue.
The Intake Form
What type of form does your client fill out upon signing up for your services? Compare your intake form to other service providers and make sure you’re gathering all of the relevant information.
Here are links to a few other agency Social Media Intake forms:
If a client is nitpicking social media posts on a daily basis, has a tendency toward negative feedback, or seems frustrated over social media results, look at your communication style.
How are you sharing results with the client? How often? What did the client identify as their top priority for social media? Are you communicating information that reflects this priority to them?
For example, if a client wants to get leads from social media but you’re delivering an organic (non-paid) campaign, you’re going to deliver sub-standard reports and results.
Step back and make sure you’re not only delivering the services they are most interested in, but you’re reporting and communicating the right information to help them understand your strategy and the results.
Don’t Forget the Website Data
As marketers, it’s easy to get caught up in the “eye candy” of social media: Images. Engagements. Likes. Clicks. Shares.
What about website visitors? How many people visited your client’s website as a result of your social media posts? Even more important, how many people “clicked through” and interacted with the brand?
If the number of conversions and website visitors aren’t worth reporting, how can you improve those numbers? Be prepared to discuss these items with the client:
- Tracking correctly in Google Analytics
- Landing page design: CTA’s optimized for mobile devices
- Interactive content
- Creative calls to action
Social media marketing is so much more than posting updates and images. It’s part strategy and part leadership; make sure your social media team member is prepared to guide your clients toward social media success in the long run.