So you are ready to run Facebook and Instagram ads? Great! Facebook marketing is a powerful tool for growth and so is Instagram, especially for e-commerce stores. How do you know what agency will be the best? They seem like a dime a dozen, don’t they? You probably see dozens of ads daily from agencies, in your newsfeed, promising they will crush it for you or help you dominate whatever niche you are in. Am I right?
Well, guess what! I own a digital marketing firm specializing in Facebook ads, Instagram ads and website optimization strategies for established e-commerce stores. No, I’m not here to sell you my services. Instead, I’d like to share with you what I think all prospective clients should know and ask themselves before working with any agency.
What Type of Agency Are You Looking For?
If you are an e-commerce store, I would highly recommend an agency that specializes in e-commerce strategy. If you are a local business or a service provider, I would say go with one that specializes in lead generation. The reason being, the two are very different. You want an agency that knows how to get you results like the back of their hand. If someone comes to our agency and they are looking for lead generation or need lead generation, I refer them to another agency. It would be a waste of their money and both of our time for my agency to implement a lead generation funnel. Why? Well, it’s not in our wheelhouse of expertise and I’m ok with saying that. On the other hand, when an e-commerce entrepreneur comes to us and wants to go from $10k to $100k per month, has their supply chain dialed in and is looking to build a lifestyle brand then I know without a doubt we can help them. How do I know? It’s literally all we do at the agency. All day, every day. It’s what we eat, live and breathe. Now that’s what you want in an agency.
Is the Agency a Service Provider or a Partner In Your Growth?
So a service provider will promise to drive so much traffic to your site or generate x number of clicks. An agency that is a partner in your growth is focused not only on driving traffic to your site but converting that traffic into first-time and repeat buyers. They also are committed to helping with things like website optimization because if your site sells to your prospects better, that means more sales! One isn’t necessarily better than the other. It really comes down to your goals, how much you are willing to invest and how committed you are to success.
What Are Your Growth Plans?
So let’s say you hand craft jewelry and want to go from making $2,000 to $4,000 per month in online sales. Truth be told, you don’t need a power house, growth focused agency. Those agencies really focus on the stores that want to have massive growth and have the internal systems and processes to support that growth. Now if that’s not you or your store, that’s fine! There are loads of agencies that are in between the click providers and the agencies focused on scaling brands. Look for an agency that is in between the two of those extremes.
What Are You Looking For In Terms Of Customer Care
I think this really comes down to two questions: how often do you need to speak with someone and who is it that you want to be communicating with? With bigger agencies, you will likely have a dedicated account manager. Someone who keeps you informed often (usually daily), can answer your questions and ease your concerns. They aren’t, however, the ones working in your account. Their role is client communications. With smaller agencies, it’s usually the ad strategist that is working in and on your account that will communicate with you. They will typically reach out weekly to update you and answer any questions you have about your account performance, future goals, content and creative needs. I don’t think there is a right or wrong way here it simply comes down to your preferences.
In summary, I’d like to offer you some final thoughts. You definitely want to be with an agency that has a track record and can show you results from past accounts. However, I think it’s almost equally as important to be with an agency who knows exactly who their ideal client is and who is not. You also want them to be ok with telling you that you aren’t a great fit for their agency. If they are comfortable with walking away from a new client, it says a great deal about their cash flow, focus and perspective.
About the author:
HANNAH MONGIAT, OWNER & CHIEF AD STRATEGIST AT SPEAKEASY SOCIAL83
Hannah is the founder of Speakeasy Social83, facebook ads agency. She has 10 years of marketing experience, five years of that specifically with digital marketing. When she’s not elbow deep in data, getting her clients more sales, you can find her traveling, spending time in her garden or practicing yoga. She lives in Chicago with two rescue cats, Bailey and Scooter, and her non-rescued husband, Mark