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How to generate leads through content marketing for your social media agency

Word-of-mouth is a powerful and organic way for marketing your business. That said, no matter how big or small a social media agency you run, getting new clients can be quite challenging as the agency grows. It is a well-known fact that agencies get new business predominantly through referrals. It may have been working for you so far. But we have two reasons to believe that referrals aren’t the only business option that you should depend on.

Reasons

Not every client seeks the services you offer

Your client’s requirements may only border on the services you provide and your team may end up spending time on the wrong type of work. You may have a new business or project but not the right client.

Not a consistent source of business

Just like any business, your client’s business too will see good and bad days. And more assuredly, that will reflect on your referrals and repeat businesses as well. A risky affair, I’d say.

This leads us to the next question.

Have you considered content marketing?

It isn’t surprising to see that agencies do not invest in content marketing as much of the rest of business world. Thanks to the high dependency on referrals.

Businesses want to know you even before they meet you. They want to know if it is even worth their time discussing a new business or project with your social media agency. They seek out details about you not only from other people but from your online presence. Do you have a website? What is your niche? Is there a way in which you exhibit your expertise? Do you really deliver what you promise? What are other clients saying about you online? Imagine having to do all of this in person.

Wait, catch a breath and glimpse through a few statistics!
Content marketing statistics
Stats source: Demand Metric

Convinced yet? The mantra to good content marketing is simple—write, engage, and communicate. There are a lot of ways in which you can get the word out, considering the kind of technology and tools available today. Let’s churn up some ideas that you can put to use right away!

Blogging

Ah! I see the image of lengthy posts flashing before your eyes. But blogs today are not just about sharing company news, events, and product updates. Through blogs, you can establish yourself as the industry expert, give people a sneak-peek into your work culture which shows the human side to your brand, and of course boost your social media agency’s SEO. It solves three purposes for you.

You have the opportunity to position yourself as the expert when you share posts that are informative to your readers regarding the service your offer.

When you talk about your company’s work culture, how your team handles clients, etc. you are allowing readers to learn about your agency as more than just a brand.

When the pages you publish are valuable, more readers begin visiting your pages and from there to your website through inbound links. This, in turn, optimizes your page for search engines such as Google.

Guest blog post example

Your blog is not the only place where you can write. You can also guest blog to not just educate readers, but drive traffic back to your website. However, this is an entirely different ball game.

Key points to remember

  • Don’t give in to the temptation of guest blogging purely for SEO purposes.
  • Adhere to Google’s quality guidelines.
  • Don’t use links to spam in traffic.
  • Showcase yourself as the thought leader.
  • Make it interesting and engaging.
  • Write on topics that are relevant to your service or industry.
  • Measure how guest blogs are impacting lead generation.

Case Studies

Case studies are a great way to tell stories on how your service has helped a client. Research shows that case studies are one of the top three effective tactics of B2B marketing. The good thing about a case study is that it is specific to one client which makes it more relatable to the prospective customer. But a case study is boring and difficult to execute, you say? It doesn’t have to be if you consider these tips.

Key points to remember

  • Find a client whom your prospective customer can relate to.
  • Tell the complete story without leaving out any details.
  • Throw in some real numbers.
  • Be specific, both about the customer and the strategy.
  • Present the story in different formats.
  • Get your hands on some video testimonials.
  • Invite prospective customers to share their details.

Ebook

Ever thought about how an ebook can turn your lead numbers up?

In exchange for a few details about the reader, you offer to share your ebook―a free resource of valuable information. In this way, it introduces them as leads to your sales funnel whom you can eventually convert to clients. Apart from bringing in leads, it also educates potential clients and showcases your social media agency as the go-to source of information. You can dive into in-depth discussions on the topic, which you cannot do in blog posts. The more information you share, the more your readers will learn from you. This adds value to your ebook and credibility to your social media agency.

Key points to remember

  • Have a well-crafted landing page which tells the reader what to expect from the ebook.
  • Make sure that your ebook delivers the information it promises.
  • Add a call-to-action button.

Ebook landing page example

White paper

I know White papers can be boring and old-school but guess what? They work! They work because they are not only educative but also persuasive. They are written in a way in which they first earn the reader’s trust through educative content and then convince them into signing up for the service. It’s also a good way to boost traffic to old blog posts by inserting links back to relevant posts on your blog. Before you get started on one, here’s some help.

Key points to remember

  • Make sure it is well-researched; preferably 3-10 pages long.
  • Create a landing page that is comprehensive and details what your White paper contains.
  • Sober down your sales pitch.
  • Add a call-to-action button.
  • Market your white paper.

Whitepaper landing page example

Press Releases

You would have noticed by now that many of the key points for each idea overlap the other. Similarly, content marketing overlaps PR and you don’t want your social agency to be left behind. Traditional PR and online PR have different goals and work in different ways. While traditional PR was all for news events and company updates, online PR focuses on brand awareness, SEO, and marketing. It adds credibility to your agency and gives prospective customers another way of learning about your social media agency. It’s no big deal working on your PR strategy if you keep in mind these tips.

Key points to remember

  • Make SEO and PR work together
  • Go for some earned media—influencers and bloggers
  • Get interviewed by top journalists
  • Try some paid media such as Google or social media ads

Over to you

There is a lot of unexplored territory in marketing your social agency. So go ahead, and give it a try. Start with a blog. Write that White paper. Tell us what worked for you. We’re all ears, always. Good luck.

Fun trivia: Content marketing started almost 40,000 years ago with the cave paintings. This one loosely translates to How to use a spear. 😉

Fun trivia on content marketing