On February 4, 2004, Mark Zuckerberg and his roommates at Harvard launched a platform for Harvard students to connect on. By September 2006, Facebook had launched to the world. By 2018, Facebook had grown to the third-largest IPO in American history, the fourth most valuable brand in the world, and a company with a net income of $5.14 billion for just the third quarter of the year. It has 1.49 billion daily active users.
Clearly, Facebook is a powerful entity. But what does that mean for your business? If you can capitalize on the power of Facebook and use it for marketing your company, you can have great success in the world of online marketing.
Yet learning a new platform takes time and effort, and that time and effort may be better spent running your business. Thankfully, you can capitalize on Facebook marketing without learning the ropes on your own. All it takes is the right Facebook advertising agency.
Not all Facebook advertising agencies are created equal. As you search for one to be your partner, this guide will help you find the right one.
Best Facebook Advertising Agency
With Facebook offering such a powerful marketing platform, you need the right partner to ensure you’re using it properly.
1. Voy Media
Voy Media is the web’s top advertising agency for Instagram and Facebook, offering comprehensive marketing packages to help skyrocket your success. Voy Media writes winning ad copy, uses creative strategies that think outside the box, and has effective analytics for their clients. Their comprehensive approach to marketing on these popular social media platforms. This Facebook marketing agency takes the time to get to know your customers and your brand, then focuses on creating a story that will draw customers to what you have to offer.
2. Pam Ann Marketing
Pam Ann Marketing focuses on using Facebook to gain leads, then using those leads to the fullest. This two-pronged approach helps a brand gain new customers and keep those customers loyal. Their primary services are ad creation and audience targeting, but they also manage bidding and budgets. Pam Ann Marketing routinely refreshes ad copy and content to ensure fresh leads are continually coming in.
With an impressive client list, Bamboo must have somethings right. They not only offer Facebook marketing but also Twitter marketing. They create the creatives and manage the campaigns for their clients and strive to use innovative techniques in this process. Though it is a small company, Bamboo has analytics and optimization experts that help make their client’s ads visible in a crowded marketplace.
Abacus focuses on mobile-optimized Facebook marketing. This marketing company has multiple tiers of campaign types, so they can work with high-level branding or pure lead conversion ads. Abacus places a strong focus on the creatives that their clients use in their ad copy. They also strive to create a cohesive look across marketing channels, including Facebook, as well as other social media platforms.
5. Lyfe Marketing
Lyfe Marketing focuses on social media marketing and management on Instagram, Facebook, and Twitter. Their primary goals are to use social media to increase brand awareness, build customer relationships, and increase website traffic. For Facebook marketing, they focus on building strategies and creating content that will encourage page growth. They also assist with helping clients understand the analytics of Facebook reporting, so campaigns get optimized effectively.
Advantages of Using a Facebook Advertising Agency
Facebook advertising, when done well, is highly effective, but the platform is very much a “pay to play” market. Without paid ads, you will struggle to reach an audience. The platform receives a huge amount of content, and it has algorithms in place to reward paid content, so your marketing materials may not get seen without paid ads. On the other hand, paid ads are an affordable and effective way to reach your audience. With an average cost per click of just $1.72, when used well, these ads can reach many with less ad spend than other platforms.
The key to maximizing your reach on Facebook is the right help. With the help of a professional who knows the platform well, you can grow your business and its reach exponentially. As you prepare to jump into the Facebook advertising world, consider the benefits of working with a professional advertising agency.
1. Manage Your Time and Personnel Effectively
The learning curve for Facebook and Instagram marketing is steep. You must understand how to target ads, choose an audience, set a budget, and create the ads themselves. You also must learn how to manage the software to produce and publish the ads, then analyze the results you achieve. There is a large amount of trial and error that comes with learning this process for the first time.
Perhaps you’re thinking you can tackle that learning curve one time, or avoid it altogether, by hiring and training a team member to handle the Facebook advertising for you. While this can work well, it is costly. Training a new employee, or an employee for a new role, can cost as much as $1,252. You also have to find someone who is qualified for the position and who is willing to stick with your company for the long haul. Then you have to cover their salary and benefits. This all starts to add up. Also, if you don’t opt to hire someone new, you must take one of your team members out of another position within your company, leaving that area weakened.
When you use an advertising agency that already knows what works and what doesn’t, the process is much faster and potentially more affordable. The agency has already tackled the learning curve, and all they need to do is put your information into their proven system. They’re ready to partner with you for the long haul, don’t require overhead or benefits, and can free your team members to focus on other areas of growth for your business. This gives you a return on investment more quickly, while also freeing you to focus on other areas of your business while your marketing agency runs your Facebook ads.
2. Get Reliable, Tested Results
Did you know that only about 9% of digital ads, including those on Facebook, are viewed for more than one second? On top of that, only about 35% of ads see any views at all. If you’re going to invest in Facebook and Instagram marketing, you want to know that the money you invest will get your brand seen.
This requires a careful blend of targeting, ad creation, and analytics to ensure the ad not only gets views but that it gets views from the right people. You must be able to reliably execute effective ads every time. Working with an ad agency gives you that reliability.
Not only that, but you also get the reliability of having a knowledgeable team working with your accounts. Should the account manager need to take vacation or sick time, you aren’t left to scramble to fill the gap and keep your ads active. You will have a team working on your account at all times, rather than relying on one employee or a freelance marketer. This also increases the reliability of your advertising, because you’ll have more than one advertiser lending ideas to your project.
Facebook advertising agencies have tested, proven systems ready to implement for you. They know how to find your target audience through audience targeting measures, how to speak to them in a way that resonates, and how to turn that audience into warm leads or paying customers. The right agency can also create an automated system that helps you use technology effectively to market your company through social media.
3. Enjoy Greater Creativity with Your Ads
Facebook ads are not limited to written content connected to a photo. While this can be an effective ad strategy, if used alone, it will fail to inspire the level of response you want. You need a large amount of creativity in your marketing plan, including dynamic and interactive content.
Again, this is something you get when you work with a knowledgeable, skilled agency. A quality Facebook marketing agency will have many different types of marketing in their tool belt. They will take the time to get to know your brand, your audience, and what makes them connect.
Some types of marketing available with a Facebook marketing agency include:
- Graphics – The most common type of Facebook post is a graphic with text. This is often an attractive photograph. It can be quite effective, but it is so common that your image must stand out. A creative Facebook marketing agency will help you capture imagery that connects emotionally with your audience to grab their attention and increase the number of clicks on your ad.
- Product photography –Though it’s technically a type of graphic, product photography is important enough that it deserves its own point. If you are a retailer who sells a product, your ads need to showcase that product effectively. It doesn’t matter what you say about the product, if the image falls flat or doesn’t feature the product at all, it won’t sell. Working with a Facebook marketing agency gives you access to the right tools and people to capture those images well.
- Influencer marketing – If you can get a popular social media presence to talk about your brand, it increases your reliability and desirability in the eyes of your target audience. This is known as influencer marketing, and it’s a powerful tool in your arsenal as you
- Video – Every 60 seconds, 72 hours of video hit YouTube. That video gets watched. Over half a billion people watch Facebook videos every day. If you’re looking for a sure marketing tactic to get your message in front of millions of people, video is that tactic. Yet you may not have the tools or knowledge to shoot effective, professional-looking video. Again, this is where a Facebook marketing agency can help. They have the experience and can help you create a marketing video that connects, resonates, and sells.
The more types of ads you can add to your arsenal, the more effective your marketing will be. By partnering with a Facebook advertising agency, you can get a better return on your advertising dollars through more effective, creative advertising products.
Disadvantages of Working with a Facebook Advertising Agency
Like any choice you make for your business, working with a Facebook advertising agency has some potential drawbacks. Working with a quality agency will help lessen these negatives, but you should always weigh the pros and cons before making any decision. Here are some potential disadvantages to consider when making your decision:
1. Facebook Advertising Agencies Don’t Know Your Business Personally
One of the biggest drawbacks of many advertising agencies is the lack of personal knowledge they have about your business. You’re on the front lines, interacting with your clients daily and making the decisions that push your business forward. When you bring on an ad agency, they don’t have that same passion for your business. They don’t know how your in-house procedures work or what your goals are. They also may not have a clear understanding of your brand’s voice. If your industry has industry-specific knowledge, the agency may have a high learning curve.
To be effective, advertising needs to be very personal to your business. If your agency can’t learn your business well, your advertising will not succeed. Unfortunately, some agencies give their account managers too many accounts, and this can make it nearly impossible for them to connect with the individual businesses they’re managing.
One way to mitigate this drawback is with the right agency. Choose one that will take the time to get to know your business well. It is possible for an agency to gain an intimate knowledge of how your business works and what your goals are if they ask the right questions and spend some time with your materials. However, this is still a drawback to consider in making your decision.
2. A Tendency to Copy Others
Depending on the agency you choose, you may find that they use the same strategies on your account that they use on others. They may justify this because the strategies worked for another client, so they will work for you. While this may be a logical conclusion, the truth is that each business has unique needs and goals. What works for another account may not work for yours.
In addition, copying others means your advertisements are lost in a sea of similar messages. You need creative, attention-grabbing copy and marketing materials, or yours will not get seen. Copycat strategies may save time for the marketing agency, but they don’t work.
3. Finding the Right Agency Is Challenging
Perhaps the ultimate disadvantage of choosing to work with a Facebook marketing agency is the sheer number of companies out there. This makes finding the right one difficult. Anyone can call themselves a Facebook and Instagram marketing agency, but that doesn’t mean they will deliver good results for your business’s unique needs.
Researching your options takes time, but it’s time worth investing. You need one that will take the time to get to know your business, has creative strategies ready to implement, and is willing to dedicate a lot of time to your account. This is not always the case, so you will want to research your options carefully.
How to Choose the Best Facebook Advertising Agency
Most of these drawbacks are no longer a problem if you chose a quality, skilled Facebook advertising agency. So how can you know that you’ve found the right one? Here are some things to look for as you make your selection.
1. A Robust Portfolio
A Facebook advertising agency that is getting results for their clients will have a robust portfolio of clients in various industries who have seen success as a result of their direct marketing efforts. This portfolio should not only showcase the work of the agency, with images, videos, and copy they produced, but it should also have data supporting the success of campaigns. Case studies that show improved revenue generation as a direct result of the agency’s marketing efforts are something to look for as you search for an agency partner.
Keep in mind that the agency is going to show you their best results in their portfolio. This needs to be a consideration, but make sure you look at other features as well to make your final decision.
Your agency’s portfolio may not be posted online. Some agencies have clients who don’t want their marketing efforts shown to the world. In a private meeting, however, the agency should be able to show you a portfolio of successful campaigns. Ask to see it.
2. Both Targeted and Focused Campaigns
Next, ask the agency if they offer targeted and focused campaigns.
Targeted campaigns require the agency to build a relationship with your business and analyze it well, so they can find your potential target market. Once they have a solid feel for your market, they will create and run campaigns specifically targeted to that audience. This increases the overall effectiveness and return of your campaign.
Second, look for a firm that offers focused campaigns. Focused campaigns hone in on one particular goal and an audience, so you are spending your marketing dollars wisely. With focused campaigns, you can get the most return out of every cent you spend on social media marketing.
3. Profitable, Measurable Results
As you interview potential agency partners, keep an ear out for the types of results they’re offering. Are they going to bring more profit to your business? If you’re spending money on advertising, you want that money to bring in additional revenue. Second, are the results measurable? Does the company have analytics in place that will show you actual metrics to determine if your campaigns are working or not?
Profitable, measurable results are the only way you can know, for certain, that your Facebook advertising methods work. You need a social media agency that can provide those results.
Facebook Advertising Agency Pricing
If you find yourself ready to move forward with a Facebook advertising agency, the next step is to set your marketing budget for the move. How much is it going to cost to partner with a quality agency? While there is no set figure, as the agency’s pricing will likely depend on the scope of your advertising plan, you can get an idea of what impacts the pricing. There are three basic ways the rate is calculated, and you should ask how your chosen agency charges before making your final decision. Keep in mind that some agencies will actually use a combination of these different payment structures based on the needs of their clients.
1. Agency Rate Method
The agency rate method charges a percent of your total advertising spend. The percent may vary based on your advertising budget and the amount of work the account requires, but it’s typically between 10 and 50%. So, if you have an advertising budget of $5,000 and the agency charges a 20% rate, their fee would be $1,000 to manage the account.
Keep in mind that an agency rate may not be all-inclusive. For instance, some companies may charge a rate for managing the account, but charge an additional amount for content creation or video production outside of that rate. Also, many agencies have a minimum charge. If your ad spend is too low to meet that minimum, you’ll be charged a flat rate rather than a percent. It still takes the same amount of time to set up and run your account, regardless of how much your ad spend is, which is why they need this minimum.
2. Monthly Flat Rate
Another pricing model is a monthly fee pricing model. This model charges a flat monthly rate for social media marketing services, no matter how much your advertising budget is. This approach works well for smaller businesses that don’t have large marketing budgets but need to establish their presence online.
While this can be easy on the business’s budget, it has one potential problem. In this model, the marketing agency does not get more money if you suddenly increase your marketing efforts. In fact, more work for the agency means less profit at the end of the day. This can lead to them cutting corners in order to save time and ensure their profits, and that will hurt your marketing efforts.
3. Monthly Retainer
A monthly retainer is different than a monthly flat rate. In a monthly retainer, the advertising agency charges an hourly fee, then asks the client to pay for a block of hours at the start of the month. This prevents the problems that come from increased demand leading to poor performance, as in the monthly flat-rate model. If the project requires additional hours, the agency simply charges for more in the following months.
Monthly retainers are often the go-to model for agencies that provide a comprehensive approach because it allows for content creation as well as ad management to all be properly paid for.
Get the Right Help for Your Facebook Marketing Campaigns Today
Facebook marketing has the potential to increase your business’s visibility and success. It requires the right marketing strategies and platform knowledge, and the learning curve is often intense. Partnering with a Facebook marketing agency is a wise choice if you’re considering entering this market and learning this platform. Working with a top Facebook marketing agency will help you overcome this learning curve and start benefiting from Facebook marketing in no time.