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 game or they’ve relaxed a little. And it’s imperative for any business to ensure their marketing spend on an FMA is delivering the best possible results for the business.
Not sure if your agency is delivering quality Brisbane social media marketing? We’ve put together some simple questions and criteria you can use to evaluate your Facebook marketing agency.
Delivering ‘strong results’ doesn’t always guarantee your Facebook marketing agency is performing as well as it could. After all, Facebook has 45 metrics to track the performance of a campaign, ranging through CPM, CPC, CTR, and plenty more.
With so many measures of success, it’s important to recognise what metrics best reflect your overall business goals.
Thankfully, there are 3 key ways you can decipher if your FMA is maximising the results they could be delivering for you.
Providing clear, understandable data is as important as getting the results. If your agency isn’t showing you the data, and a direct link between that data and your business goals, there’s no definitive way to know that there’s a link between your FMA’s work and your broader business objectives.
Which data sources is your agency using to report their progress? And is any of the data overlapping? When they report on how your website conversions are progressing, are they exclusively split between campaigns, or overlapped (making each campaign seem more effective than it really was).
By measuring the success of a campaign by time, and another by posts, data can be shown in both results.
It’s important to have complete trust in the systems and reporting measures your Facebook marketing agency uses. And if you don’t, it’s definitely worth asking how data is collected, and ensuring the data you receive is completely legitimate.
Largely, this will depend on your broader business goals, and the maturity of your business. How familiar is your target audience with your brand? Have you given them a strong reason to convert? Is social media a likely means of converting interested users? If your audience don’t follow through to conversion via Facebook, you’ll definitely want to structure your campaigns to achieve the greatest awareness possible. And if your brand isn’t benefiting from increased awareness or conversions via your investment in Facebook marketing, you might be best to look into other marketing solutions.
Your business is bound to have targets for growth, conversions, sales, brand, and plenty more. Each of these elements is an absolute necessity in steering your Facebook campaigns.
There’s the matter of targeting the right people, to balance both your company’s short-term targets and long-term sustainability. Ideally, your Facebook marketing agency will continually discuss target consumers and stay on track as your business matures.
In fact, it’s important your FMA stay on top of all developments in your business. How often do they check in and ask:
The more your FMA shows a genuine interest in your broader business, the more informed they can keep their strategies.
Any product or service is only as good as the care they give your business. After all, the greatest Facebook strategy is worth nothing if not communicated to you clearly, delivered on time, and well organised.
Similarly, there are a few questions you can ask yourself in determining just how strong your Facebook marketing agency’s service is:
At Search Factory, we make your business performance and longevity our priority. For a friendly chat about what Facebook marketing solutions we can provide, give us a call or get in touch online.