Tag Archives: social media mistake

5 Mistakes Social Media Agencies Make Before Even Getting A Client

I love the fact that social media has grown so much and now there are so many companies taking advantage of the possibilities. I also dig that there are so many new social media agencies being started by talented individuals that have decided to turn their love of the industry into their business. But it is very important to note that understanding how to be effective marketing in social media, does’t automatically equate to being effective at running a social media agency.

As some of you know, prior to Bundle Post and becoming a social media content management software company, we were a social media agency. We made all the mistakes and figured out a lot of the challenges starting and growing a social media agency entails. I consider us very fortunate to have developed many procedures, rules and processes that I am now able to pass on to many of our software users and readers of our blog.

Social Media Agency MistakesBeyond the many business challenges of an agency, there are distinct changes to mindset and focus that many new agency start ups overlook. These subtle miscues often result in a slower path to revenue and profitability for not just the newbie, but many long time practitioners. Getting these social media marketing components in tact for your company, will help you excel your growth and results.

Five Of The Mistakes Social Media Agencies Make:

1) Priorities: When I work with social media agencies or have them go through my course, I explain that there are two priorities they should have. Unfortunately, most don’t have the two proper priorities in place. They should be:

a) Meet with and sign new clients.

b) Handle client programs perfectly.

I often find that many are doing so many other things outside of these priorities, that they end up stuck in the same place. I have also discovered that much of the time fear is the reason. Without having these priorities your agency will not grow at the level it can. Additionally, by having these as your priorities, all other issues and challenges you face will be resolved, because you will have the resources and capital to address them.

2) Wrong voice: The next three mistakes surround your agency’s own social media management. The first, “Voice” is probably the biggest mistake I see made. When I say voice, I am referring to messaging, content creation (blog posts) and content strategy. Many, and I really mean MOST social media agencies focus their voice incorrectly on their peers and competitors, rather than their prospects.

Preaching to and for the choir is not at all in line with the proper priorities set out in number one above and lead to great relationships, but not new clients and revenue. But let me be clear. I am not saying never to engage with your peers. I am saying do not fall into the trap of writing and posting content that will not attract your target audience, or spending the majority of your time engaging and building relationships with non-prospects. You would, or at least shouldn’t do that with your clients social media programs, and you shouldn’t on yours.

3) Wrong Audience: Similarly to wrong voice, building the wrong community that is not made up of primarily prospect relationships is another big mistake. Part of being a social media agency for your clients is a proven ability to not only manage their social media, but to also build a highly targeted community for them. If you can’t do this effectively for your company, there is a problem. Find and connect with your real target market and build relationships with them that result in new clients. Just as you would for YOUR clients. Spend less time growing likes and follows from your peers and competitors.

4) Wrong Focus: The third big mistake social media agencies make in the management of their own accounts is not focusing where their audience is and building communities and spending time on networks that will never return results. Again, you would not recommend building a clients community on a network that you know will not deliver results, so don’t waste valuable time doing that yourself.

Again, I am NOT saying that you should not have a presence and understand the more niche networks so you can be effective for your clients that do need to use those platforms. I am saying be wise with your time and get some focus to what you are doing and where you are spending it and with whom.

5) Website Error: Lastly, check your website with respect to Pricing and Packages. Do not have either listed on your website. Why? Do I really need to get into this? I suppose I do…

Let me give you a few important reasons, then point you to another post that covers this in detail:

a) Social media programs are not cookie cutter.

b) If you give prices to shoppers, they will shop your price, not even understanding the differences between what you do.

c) Someone will always be cheaper.

d) Don’t sell price, sell value.

Again, for more on this read this post too.

Though there are so many more mistakes I see being made by many social media agencies, it is my sincere hope that these social media management mistakes can now be avoided and you can get on with making the revenue and getting the results that are possible.

* For more on social media agencies and the proposal and sales pitch, read this 5 part series.

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Filed under Agency, Community, FAIL, Followers, Marketing, Relationship, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Twitter

My Biggest Social Media Mistake So Far

Me, a perfectionist? Ya pretty much. I am a full-on type A personality that is highly motivated to do everything I do with the best form, intent and results. I really strive to deliver on everything I teach, as it is not just words of a ghost writer, I actually write every post you read on our blog. I actually do the things I write about and show the results and effort real-time on a daily basis. I am very rigid about this. I will not bend. I refuse to cut corners.

We know, or at least we should know that social media is supposed to be social. I try to be patient about a lot of things within the social graph, understanding that everyone has different ideas, methods and approaches to their social media marketing tactics. However, one of the things that is just incredibly difficult for me to handle are the direct marketing pitches. Let me clarify…

You should be telling about your company, product and service in your streams. You should be getting into conversations about said with your fans and followers. You should be sharing interesting, relevant and valuable information about what you do in your streams. The end result is, that is why we are here. I am referring to the new follower, the new connection or the person that never engages with you at all. You know, posting on your wall. Inviting you to events. Mentioning you on Twitter with a pitch and a link.

This all too frequent fail in social media has caused me to be very sensitive to pitches in OUR social media strategy. Call me crazy, but the last thing I ever want is to be called out for doing something I write about and believe, then failing to act on what I say. I’d rather be shot! But the point is, I have swung way too far the other way.

An interesting recurring situation has happened to me over the last week and a half. In demo’s, telephone calls and face-to-face meetings, I received comments from folks I actually have built relationships with. People I know well, engage with frequently and have relationships with. The more than four comments were all something like this… “OMG, I had no idea this is what you do. This is amazing, I wish I would have known sooner. Where do I get it?”

I just have one word to say at this point. OUCH!

I have truly failed in our social media marketing strategy, tactics and methodology. I became so over sensitive on the media side of social media that I was failing to get our message across to even our most supportive audience. Even worse, those that know me well did not even know what we do as a company. Are you kidding?

Lessons:

  • Although you should never be over eager to pitch your product or service, you must ensure that your brand value proposition and message is getting across to your audience. If it isn’t, either your message or your method is off. Or worse, both!
  • For Pete sake, the people you have built relationships with should never be the LAST in your audience to understand what you do.
  • Build relationships, help other people, but ensure that the value of your brand, product and messaging cuts through.

I have spent the last two days pondering where our messaging and methods are off that got us to this point. We are implementing some changes to some things internally and personally with my content and conversations to rectify this. When people that you know and like don’t know what you do, you may need a little bit more media in your social media. I am embarrassed, yet motivated to ensure the enormous value our technology delivers to the marketplace gets heard.

What changes to your social media strategy and engagement needs a little bit of media adjustment? Do your relationships know what you do? Is your value proposition coming across with your current strategy?

Evaluate, Adjust, Execute!

P.S. At the risk of swinging back the other way too far, I am going to ensure that I give an opportunity for you to know exactly what my company does for social media.

Here’s what we do:

Bundle Post, Social Content Management System

  • social content aggregation
  • repository of your company social posts
  • merge content to schedules
  • auto-hashtagging
  • Follow Friday management
  • integrates with Hootsuite
  • 4 days of content in <20 minutes
  • twitter, facebook, linkedin, fanpage support
  • handle 80% more clients with ZERO additional resources
  • improve social program results
  • supports unlimited clients, content, posts

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Filed under Relationship, Social Aggregation, Social content management, Social Media, social media automation, Social Media Content, Social Media Management, Social Media Marketing