Finding social media clients consistently is one of the top challenges agencies face. On the positive side, every business nowadays has a presence on social media, meaning there are clients out there who need your services.
But how do you actually get the attention of these clients?
In this guide, we’ll discuss 11 proven ways to acquire social media clients that are a good fit for your agency. We’ll cover everything from honing in on your niche to making the most of LinkedIn and even how to step out of the office and network in person.
So, without further ado, let’s get started.
1. Niche Down
Many agency owners believe that casting a wide net is the best approach to getting social media clients. However, the reality couldn’t be more different.
Specialization, not generalization, is the key to standing out in a crowded market. Therefore, niching down is the first and perhaps most critical step in attracting the right social media management clients for your agency.
But what does “niching down” actually entail?
It means identifying and focusing on a specific sector, industry, or type of client. This could be anything from fashion brands to tech startups, or from eco-friendly companies to luxury travel agencies. The idea is to become the go-to agency within a particular niche, thereby attracting clients who are looking for experts, not just generalists.
2. Be Active on Social Media Where Your Typical Clients Hang Out
It sounds obvious, right? A social media agency needs to be active on social media. However, while many agencies have a presence on these platforms, they’re not always active where it matters most.
For instance, if your ideal clients are primarily on LinkedIn and you’re focusing your efforts on Instagram, you’re unlikely to attract the right audience, if any.
Therefore, your first step should be to determine where your target niche spends its time. Following that, begin to share valuable content on these platforms, engage by commenting thoughtfully, and offer answers or solutions whenever possible.
For example, take a look at the post by Lewis Kemp, CEO of an advertising agency, where he discusses the results his agency achieved for one of their clients.
Through these actions, you can naturally establish your agency not only as a service provider but also as a knowledgeable and approachable partner within your niche. In short, your social media presence can become your lead magnet.
3. Create and Share Valuable Content
This strategy piggybacks on the one above. As an agency looking to fill your client roster with good clients, you must be sharing content that speaks directly to the needs and interests of your target niche.
Whether it’s insightful blog posts, informative videos, or eye-catching infographics, your content should establish your agency as a thought leader in your field. Highlight your expertise by addressing common challenges, offering solutions, and sharing industry trends that resonate with your audience.
4. Leverage LinkedIn for Networking
LinkedIn is no longer a platform “to look for work.” It’s where professionals and companies hang out. Increasingly, LinkedIn is used for social selling, and it works very well, especially for agencies.
To get started, make sure you optimize your agency’s LinkedIn profile, so it’s clear what you do and what services you offer. Next, actively participate in relevant groups and discussions.
Finally, leverage LinkedIn’s personalized connection requests, which allow you to pitch your services directly to relevant decision-makers.
Remember, though, that you shouldn’t be promotional when it comes to networking on LinkedIn. Focus on providing value and solutions, and engaging in meaningful conversations.
5. Create a Referral Program
Referrals are the most powerful form of marketing. And it can do wonders for your agency.
A well-structured referral program can turn your current clients into a potent source of new business. Encourage your satisfied customers to spread the word about your services by offering them incentives for every new client they refer to you. These incentives could range from discounts on future services to exclusive content or even cash rewards.
6. Collaborate with Other Agencies and Industry Professionals
Just as you build a referral program, you might want to consider forming partnerships with businesses that offer complementary services.
For instance, collaborating with a web development company or a graphic design agency allows you to offer a full spectrum of services to their clients, who may also be seeking social media marketing support. This way, you can tap into the customer base of your partner business, while they, in turn, can tap into yours. It’s a win-win situation.
7. Offer a Free Social Media Audit
People love freebies, so offering a free social media audit can be a smart tactic to attract new social media clients. A free social media audit serves as a practical lead magnet, enticing potential clients by providing them with a snapshot of their current social media performance and areas for improvement.
Here’s an example of an agency offering a free audit through their landing page:
However, the real magic happens in the personalized follow-up meeting, where you get the chance to walk the prospect through the audit’s findings, suggest actionable improvements, and subtly position your services as the solution.
8. Engage in Direct Outreach
Direct outreach is all about getting in touch with potential clients who are a perfect fit for what you offer. It’s a powerful approach, but let’s be real: it takes a lot of time.
So, why does it take so much effort? Well, if you want to grab someone’s attention with a cold message, it has to feel like it was written just for them. This means you’ve got to do your homework on the company, figure out what kind of problems they might be facing, and then craft a message that hits right where it’s needed.
To pitch, again, you can simply use social networks or send emails. A good place to start is LinkedIn, as you can send personalized messages directly to key stakeholders. Alternatively, Hunter.io and Crunchbase are some of the platforms that can help you find direct contact details to send your email pitches to relevant people.
9. Leverage Social Listening Tools
A less popular but effective way to find social media clients is by using social listening tools.
Social listening tools are digital platforms that monitor and analyze online conversations and mentions across social media and the web to gather insights on public sentiment, trends, and opportunities.
Platforms like Brand24 and Mention allow you to monitor social media for mentions of specific keywords related to your niche, industry challenges, and conversations. By tracking these conversations, you can pinpoint businesses expressing frustrations or looking for solutions that your agency offers. Armed with this intel, you can simply reach out with personalized, helpful solutions.
10. Get Out of the Office and Attend Industry Events
Social networks are full of agencies vying for attention. Therefore, a good way to stand out when looking for clients is by attending industry events and speaking to people face-to-face.
Create a list of events, conferences, workshops, or any other gatherings that your potential clients attend, and ensure your presence there. If possible, participate as a guest speaker to establish yourself as an expert in the field and enhance your visibility within the industry.
Not sure which live industry events you can attend? Here are some suggestions:
- HubSpot Inbound: a conference dedicated to the latest trends and tactics in marketing and sales.
- Social Media Marketing World: a three-day event for marketing professionals hosted by the best online marketers.
- Social Next: a digital marketing summit.
11. Run Ads
Finally, to boost your organic efforts, you might want to consider running ads on Facebook, Instagram, Google, or even LinkedIn.
Ads allow targeting potential customers based on demographics, interests, and search intent. And they can be super useful in driving traffic to your website or landing page. All you need is a compelling ad copy, a couple of case studies or testimonials, and a clear description of the services you provide.
The Bottom Line
Getting social media clients takes time and effort. And it’s not something you can do once and forget about it. Clients won’t fall on your lap. You need to approach them, show the value of your services, and make the pitch.
Once you’ve onboarded your new clients, you must ensure you have the best tools to manage them effectively. Gain, our social media management tool, is tailored for agencies to streamline the management of multiple social media accounts for their clients, all within one platform.
What makes Gain stand out from other tools is its customizable social media content approval workflows, adaptable to your team’s and clients’ unique requirements. This means you can incorporate as many approvers and approval rounds as needed. Plus, the tool sends friendly reminders to relevant stakeholders for feedback or approval.
Furthermore, with Gain, you can create and schedule posts for future publication, as well as track social media KPIs like engagement rates and reach. It seamlessly integrates with Canva, allowing you to import designs directly into Gain and bring them into your approval workflow.
Try Gain at no cost.
