Once you’ve worked with your Facebook marketing agency (FMA) for a while, it’s easy to lose perspective of whether they’re at the top of their.
The expansion of social media has irreversibly changed the landscape of paid marketing. Users are constantly changing how they consume media, the screens they use, and the platforms they visit. So at Search Factory, we’ve made it an art to stay one step ahead of social media patterns.
Others may market for the Facebook of yesterday. We’re planning for the Facebook of tomorrow. As the leader in the social media economy (accounting for 60% of social referral traffic), Facebook is the widest net to use in capturing members of your target market. But their systems (and algorithms) change over time, so achieving the best ROI can be difficult without inside knowledge.
When working on a Facebook management strategy, we make sure we’re taking full advantage of the flexible targeting and wide range of ad formats the platform offers. Our social media managers have access to custom audiences (e.g. via your CRM or eDM list), lookalike audiences (people similar to your existing customers), and core audiences (defined by certain demographics, interests, and user behaviours). This gives us a buffet of targeting options to use when mapping out your Facebook advertising strategy. Our tactics are often as advanced as targeting people who have browsed a specific catalogue or abandoned their shopping cart mid-purchase, or showing ads to people who have a history of responding positively to that particular ad format.
Facebook advertising formats range from simple images and videos to carousel ads (multiple images that tell a story) and media-rich canvas ads (which function almost like landing pages that open natively in your Facebook feed). We can even send ads through Facebook Messenger or use lead gen ads to get potential customer information in the click of a button (thanks to form auto-fill). Facebook also offers different ways to buy ad impressions: auction, and reach and frequency (R&F). Each one has its purpose and benefits, and we always select the most appropriate method to match your objectives.
With our team of strategists on hand, we have the knowledge and skills needed to execute an Instagram management strategy that ensures your message returns genuine leads and measurable ROI.
Instagram’s ad formats and targeting options are virtually identical to those on Facebook. However, it’s essential to understand that a user’s mindset is quite different when browsing this platform. People here are looking for visual enticement and emotional stimulation, and this is something we keep in mind when creating an Instagram advertising campaign for your business.
If the best means of awareness and presentation occur with LinkedIn as a part of our social marketing strategy, we will deliver the right messaging to return the highest possible engagement from your investment.
This channel stands out from the others due to its focus on building professional connections. People aren’t typically logging in to have fun or fill in time – they’re here for career advice, serious information, job hunting, learning opportunities, and network building. For B2B businesses in particular, this means one vital thing: LinkedIn users are open to receiving business information.
While there are only 3 ad formats available on LinkedIn (texts ads with a small image, sponsored content, and sponsored InMail), you’re still able to specify a unique range of audience characteristics. When marketing on LinkedIn, you can target (and retarget) your ads to people based on their company size, industry, seniority level, fields of study, and standard demographics.
With over 185 million daily users worldwide, Snapchat has become a vital piece of the public sphere. We can develop the right strategy and content to connect your brand to your target audience and generate real leads.
While it’s no secret that SnapChat is largely centred on entertainment, what many people don’t realise is that 75% of daily Australian users are 18+ years old. This means that all millennials and Gen Y’ers are fair game for advertising on this platform (not just teens and tweens).
SnapChat also has a few other factors working for it: retargeting available, no minimum spend required, targeting capabilities almost on par with Facebook (e.g. ‘lifestyle segments’ function similarly to interests), a range of full-screen ad formats, and very engaged users.
We don’t journey into the unknown without a plan – our social media strategy will be fully planned from the earliest of stages to beyond meeting your targets. With a tailored roadmap for your social media, we can ensure the right messages are always delivered at the right times to create as many leads and conversions as possible.
Love the idea of advertising on Facebook, Instagram, SnapChat or LinkedIn? No idea where you’ll get the images or creative assets? Leave it with us. Our Design team creates amazing, eye-catching ad concepts for social media marketing, including platform-specific formats like Facebook carousel ads.
What clients say about our social media marketing services
The best decision we made was to work with Search Factory to improve our SEM and the results speak for themselves. We were sceptical of employing an agency rather than handling our SEM in-house, but our ROI has proved that we made the right decision. They are experts in what they do, no B*S*! We can now devote our marketing resources to driving the business forward, which is critical for a small business like ours.
With many digital marketing channels (e.g. SEO and Google AdWords), success relies heavily on targeting the right keywords. What makes social media advertising uniquely powerful is that we can target users.
By identifying common interests, behaviours and demographics of our existing or ideal customers, we can ensure our ads are seen by the right people at a time when they’re likely to be interested.
Our social media agency has our own proprietary software (the DAN Data Lab), which we can leverage to optimise your strategy and campaigns. Our tier-one partnership with Facebook enables us to get real-time unique insights about your audience, as well as ensuring all your social marketing campaign optimisation can occur every 4 hours based on real-time data. This gives your account manager more time to focus on strategy and creative optimisation
Your approach to social media marketing should be as unique as your business is. And the way you handle Facebook advertising shouldn’t be copied and pasted across Instagram, LinkedIn or SnapChat. For optimised results, we’ll tailor a strategy for each platform that we’ve identified as being beneficial for your business.
Your friendly account manager is always within easy reach if you need an update, have a question, or just want to chat about your social media advertising.
We don’t specialise in just one social media channel – we specialise in almost all of them. This means we can develop a comprehensive strategy that includes and fully leverages each platform.
Every time we make an adjustment to your social media strategy, it’ll be based on numbers. Whether we’ve noticed some ad copy underperforming or identified a high-converting piece of creative that deserves more budget, we’re always looking for ways to optimise the performance of your social campaigns.
Our channel recommendations are based on your needs and goals, not determined by a set template. This means we choose the platform(s) best suited to your business and your specific campaign – every time.
We’re a unique social media agency because we receive priority care from our vendors (particularly Facebook). If something seems off or you have questions about a platform, we can get a detailed solution or answer quickly.
Through our industry connections, we regularly get clients whitelisted for early access to betas. Past examples include the retargeting pixels beta with SnapChat and the store visits beta with Facebook. These opportunities allow you to be first to market with valuable insights unavailable to your competitors.
Our reports give you the information you actually need around how your social advertising campaigns are performing. They also provide actionable insights for ongoing optimisation so your results can keep getting better. By working with our Data & Analytics team, we can even build a tailored dashboard for you to report on social campaigns (as well as your other digital marketing channels).
Yes we do, assuming you define social media management the same way we do.
What we can do for you:
What we can’t do for you:
If you’re unsure about whether we can cover what you’d like us to, all it takes is a quick phone call to clarify this with us.
This depends on where your audience is, what you’re offering them, and what result you want to drive. If you’re not sure where you should be showing ads, we can help you work it out.
As many as are on offer by the platform. On Facebook, for example, we have the means to present your brand through:
Your ads can be static images, text, or any kind of rich media (such as interactive posts or video content). The in-house design and content teams at Search Factory are producing world-class creative materials for the social media landscape, and are on hand to help produce the right content to suit your ad placement.
Social media accounts are paid on a cost-per-click (CPC) model, or a cost-per-thousand impressions (CPM) model. There’s no bottom line to how much you need to spend, but we may suggest a starting budget to deliver the strongest return on investment.
That’s up to you. You can measure success based on what key business objectives you’ve set with us. Whether you’re looking for sales, engagements, enquiries or something else entirely, once we know what you want to achieve, we can help measure related metrics and gauge success.
Your investment will rely heavily on your budget, the size of your target market, and what you’re offering. Our experts can work with almost anything, but they are also happy to help you work out budget splits across paid channels if you aren’t 100% sure how your money is best spent.
Ongoing management can include elements such as:
In essence, we will stay as engaged as possible with your campaign, and take every measure to guarantee it meets your measures of success.
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