If you’ve made the decision to hire an agency to manage your Facebook advertising campaigns, be aware that there are several different types of agencies out there. Choosing the wrong one for your needs could result in a loss of time and money – as well as quite a bit of frustration. Here are some questions to ask before you hire.
#1 – How Are You Different from Your Competitors?
If you go to Google right now and type in “Facebook advertising agency”, you’ll find more than 200 million results. Thousands upon thousands of agencies claim to be experts in the field of social media advertising, but the truth is that there is no one agency out there that is absolutely right for every single brand. By asking agencies how they differ from their competitors, you can determine whether or not an agency is truly vested in helping your company grow and getting you the best results possible.
#2 – Do I Need a Presence on Every Social Media Site?
If you’re hiring someone for the specific purpose of creating and managing your Facebook ads, then you need to make sure that you won’t feel the pressure to create and manage accounts on other social media sites, too. Remember that Facebook is by far the biggest and most-used of them all, and you can reach nearly any demographic with a solid presence. Other sites, such as Twitter, Pinterest, Google+, and even LinkedIn, can certainly help, but these have more specific demographics than Facebook and may not always be worth your money. It’s all about what’s best for your brand.
#3 – How Do You Come Up with Content?
No matter who you inevitably hire, remember that you will need consistent, high-quality content on your Facebook page in order for your strategy to work. The best advertising agencies will not hesitate to break down their processes for you, so they will discuss everything from how they conduct their research to the way they schedule your posts. Second-rate agencies often shy away from this question, claiming to “go by instinct”, or even promising viral success. Remember that you don’t necessarily need to go viral in order to be successful; a well-laid plan is better than an instinctual one.
#4 – How Will You Communicate with Me?
The very last thing you want to do is pay an agency a sum of money and spend the next month or two waiting for some kind of update. Facebook advertising agencies should have a very clear plan for communicating with you, whether this communication is positive, negative, or even neutral. You should be kept in the loop all the time, and you should never feel like an outsider when it comes to your own marketing campaigns. If the agency you are considering does not have some sort of clear process in place, chances are good that you won’t get the sort of connection and communication you need.
Above all else, ask these agencies how they measure success. The only right answer to this question is yours, whether you want to see a lower cost per conversion, generate more leads, or simply drive brand visibility. As long as the agency is on board with your goals and willing to help you meet them, success is just around the corner.