Social Media Success for Creative Agencies
The marketing and advertising industry are going through a real shake-up. There are new players in town causing all kinds of disruption, positive or negative depending upon your mindset. Creativity is subjective, one person’s Picasso is another person’s toddlers sketch. Social data lets you test your creative ideas before embarking on a full-blown campaign. You can use it to test colours, straplines, creative copy, the list is endless.
Imagine a world where you can present your ideas to a client based upon real-time engagements around ideas. Social media data lets you remove the guesswork and present ideas, with certainty. Understanding your creativity will resonate differently with different demographics, will allow you to structure one campaign, with multiple creative outcomes, targeting a range of different demographics.
For example, a product which could be consumed by women aged 18-25, and men aged 50+ will require a completely different creative approach to engage the customer. Conducting trials using social media will provide you with this data and clarity over which campaigns will carry the most weight amongst each demographic.
How to be Successful on Social
Lead With Social Data
Use adverting audience builders to understand the size of your customer’s target market. Your research may take you through different age demographics, Genders, Sectors, the list is endless. Use this information to shape your creative ideas, and lead your pitches with ideas backed by data.
Back your creative ideas with data
Give your clients a viable alternative to traditional media
Exposure your clients to a huge brand awarness opportunity
Focus your creative ideas arounf the consumer
Stand out from the competition
Win more pitches
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website
What Does Success Look like?
Generating new revenue from new clients or revenue from existing clients is what Gather Social view as a successful partnership with other agencies.
We have worked with a number of creative agencies to help them generate new revenue from clients wanting to explore new digital options. We get involved at the pre-pitch stage and analyses social media data to help shape the creative ideas to be pitched at the clients, quite often around their initial briefing. We have exhaustive in house data from previous work which we can call upon to give examples of impact and ROI.
Our pre-pitch analysis will let you present a marketing strategy to your client or potential client which will give them some clarity on the size of the market, and how creative can be changed up based upon demographical data.
We have been heavily involved in some big budget wins pitching into other agency clients who are looking for a new viable route to market, without the massive overheads of say television campaigns.