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Navigating the seas of social media: What’s your strategy for agency growth?

By Branwell Johnson, Group Director of Content

Propeller Group


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April 12, 2024 | 7 min read

Upon the launch of the agency’s 2024 Agency Playbook, Propeller’s Branwell Johnson lays out the rules of the game for agencies using social media to grow.

A boat on a stormy sea

Propeller on navigating the seas of social / Boba Jovanovic via Unsplash

There’s a saying for business prospecting that you should ‘fish where the fish are’.

Vast shoals of fish have been swimming around social media in recent years, making it a hugely important pool to explore.

Social media platforms, of course, offer a huge opportunity to connect with relevant audiences, build brand awareness, and drive leads via exciting inbound marketing. Increasingly, decision-makers are also using it to research partners and solution providers. At the very least, they’re regularly reviewing the content on these platforms for useful insights and case studies that can help with their own business strategies and career growth.

The LinkedIn effect

LinkedIn hit an impressive a billion users at the tail end of last year. That number contains a great number of potential business leads. For agencies looking to expand their client base and showcase their expertise, having a strong presence on social media is crucial.

Gail Moody-Byrd, vice president of marketing at LinkedIn Sales Solutions, believes that with decision-makers taking a more active role and seeking information, the platform “can empower sales and marketing professionals to navigate the rapidly evolving buyer and seller landscape. Harnessing LinkedIn’s insights equips sellers with the necessary intelligence to engage meaningfully and effectively within brief windows of influence, ensuring relevance in every interaction.”

It’s easy to forget that social media isn’t that old – it’s only 17 years ago that Facebook unveiled Facebook ads, and the best approaches and tactics are always evolving. They all start with good strategy.

Crafting a winning social media strategy

Simply being present on social media isn’t enough. To truly stand out, agencies need to develop a comprehensive social media strategy that aligns with their business objectives.

This means identifying the right platforms to focus on, creating engaging content that resonates with your target audience, and leveraging the latest tools and techniques to maximize reach and impact. Katy Howell, chief executive of Immediate Future, shared her insights with me: “Identify who your audience is, their preferred social media platforms, and their motivations for engaging with your content. Avoid the pitfall of treating all prospects identically.”

Emarketer data from 2023 offers a good snapshot of the social media platforms B2B marketers and their clients used, with LinkedIn the most common at 80%; YouTube in second at 63%; and Facebook third at 57%.

These platforms should play distinct roles depending on your strategy. One of the lessons of the last few years is that people’s professional and personal lives are coming closer together. Increasingly, they demonstrate the same behaviors in both; as Howell points out, B2B audiences are increasingly found on platforms traditionally associated with B2C, such as Facebook, Instagram, and TikTok. She says: “This trend underscores the importance of strategic presence on diverse platforms to capture attention and create impactful memories.”

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The power of thought leadership on social media

If you want to drive engagement, you have to have something useful or entertaining to say. Meaningful, relevant thought leadership will differentiate your agency and reinforce your positioning in the market. By sharing valuable insights, trends, and best practices on social media, you gain a reputation as a trusted authority in your field.

While organic reach is important, paid advertising on social media can boost your agency’s visibility and amplify your content reach significantly. For instance, with targeted ads on LinkedIn, you can reach the right audience, at the right time, with the right message.

At the heart of social media success lies community building. By fostering meaningful connections with your audience, engaging in conversations, and providing value, you can turn followers into loyal advocates for your brand.

You can download Propeller’s 2024 Agency Playbook here.

Agencies Social Media

Content by The Drum Network member:

Propeller Group

Propeller delivers a joined-up approach to PR, Content and Business Development.

Our clients all have stories to tell.

Our role is to shape and put...

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