Introduction
Social media has transformed how businesses market themselves and engage with their audiences. For advertising agencies, mastering social media marketing strategies is compulsory to attract clients, build authority, and drive growth in the digital age. Platforms like Facebook, Instagram, Twitter, and LinkedIn offer unrivaled opportunities to connect with prospects through content, conversations, influencer partnerships and more.
This article will explore the must-have social media techniques for advertising agencies to adopt as part of their digital marketing and branding strategies.
The Power of Content Marketing
Quality, relevant and engaging content is the fuel for impactful social media marketing. Advertising agencies should develop comprehensive content strategies covering diverse topics beyond traditional advertising, such as business growth tips, industry insights, creative trends, etc. Long-form blog posts, videos, infographics, podcasts, case studies, and other content formats allow agencies to position themselves as thought leaders.
Content also boosts organic discovery and search rankings. According to recent reports, content marketing leads to over 3 times higher conversion rates compared to traditional outbound marketing. Other stats show that 64% of customers make purchase decisions based on content shared through social media channels and networking platforms.
Leveraging Influencer Partnerships
In today’s marketing landscape, the power of influencer partnerships cannot be underestimated. Micro and nano-influencers with highly targeted niche audiences can be lucrative partners for advertising agencies to boost their credibility and social media footprint.
Potential influencer collaborations include sponsored posts, social media takeovers, co-created content, reviews and testimonials, ambassador programs, etc. In exchange for monetary compensation or free advertising services, influencers promote the brand across their social platforms. With higher audience trust and engagement levels, influencer marketing achieves markedly superior results over conventional ads.
In fact, influencer content gets 11 times higher ROI compared to other formats as per recent benchmarks. Additionally, 92% of customers trust recommendations from influencers over brands, underlining this channel’s tremendous potential.
Launch Social Contests & Promotions
Adding an interactive, gamified element to social media marketing through contests and promotions can produce tremendous engagement and visibility. Advertising agencies can offer free consultation hours, discounted services, branded merchandise and other tantalizing prizes to encourage user-generated content.
Platforms like Wishpond, Shortstack and Rafflecopter include easy-to-use contest building tools for marketers. Features like customizable landing pages, lead capture integration, cross-platform promotion and real-time analytics make orchestrating contests across social channels quick and seamless.
These promotions also drive valuable social proof by displaying participants and their activity across an agency’s owned channels. According to Sprout Social, over 79% of consumers are heavily influenced by social validation from brands and peers when making purchase choices.
Cross-Promote With Existing Clients
Developing strong collaborative relationships with an advertising agency’s current client roster opens up an additional avenue for social media reach and awareness. Offer to sponsor clients’ existing social ad campaigns or co-host webinars in exchange for cross-promotions, branded content sharing, testimonials and other earned exposure.
This deepens engagement between both parties and expands the agency’s followers and authority substantially. Not to mention, delighted clients often refer their industry connections, allowing advertising agencies to generate high-quality leads through word-of-mouth referrals.
Retarget Website Visitors
Installing tracking pixels and cookies on an agency’s website allows them to serve highly customized ad messaging across platforms like Facebook, Instagram and Google. So when prospects abandon the hotel booking page, they can be re-engaged through retargeting ads regarding the offer.
With open and click-through rates way higher than regular display ads, retargeting gives advertising agencies immense power to reconnect with lost leads and nudge them down the sales funnel. Industry benchmarks reveal that personalized retargeting achieves between 60-70% higher conversion rates.
Optimizing Ad Campaigns
Mastering advertising platforms themselves allows agencies to extract maximum mileage from their social budget. Using precise interest, behavior and demographic targeting coupled with thorough campaign optimization enables better qualified traffic.
Analyze performance metrics across platforms to identify best resonating formats, keywords and creatives. Testing out innovative ad formats like carousels, collections, polls and playable ads also helps make messaging interactive while standing out in the feed.
Keep On Evolving
Consistency and innovation are both required in equal measure when it comes to winning on social media. While relying on proven strategies like content, influencers and retargeting, advertising agencies need to keep pace with this dynamic landscape. Continuously test out emerging formats like IGTV, Stories, live video and new features to stay current.
Closely monitor analytics while remaining on top of platform algorithm changes and updates. Keeping ears to the ground for shifting consumer preferences and disruptive marketing tools allows proactive realignment of social techniques. A razor-sharp focus on value creation through education, entertainment and conversation makes for memorable digital experiences.
By incorporating these multifaceted social media marketing strategies into the mix, advertising agencies can nurture fruitful customer relationships while accelerating growth.
