Social Media Service Pricing

Social Media Service Pricing

Introduction

Welcome to another Momentum 360 blog! Our goal is to inform you on everything 360 related in our incredible industry. If this is your first time with us, welcome aboard! If you’re coming back for a second read with us, welcome back! In this one, we’ll go over social media service pricing!

Happy New Year everyone! If you’re reading this in 2024, you’ll be hard pressed to find another blog that will provide you with this much value, especially early on in the year.

So let’s get started here! I know, covering pricing is sometimes a dicey topic, but what we’d like to do is actually explain to you the different services, benefits and ultimately pricing for these services, so you can understand how SMM is priced, and how affordable it actually is!

2024 is going to be your year, we look forward to educating you and helping you grow!

Social Media Services

Before you consider what type of social media services your agency might offer, it’s worth considering which social media channels are worth your time. You need to know which sites and apps drive traffic, as well as which are most in demand from your clients or potential clients.

Each social media channel can differ widely from the next, although they share many similarities too. Facebook is often the focus of social media campaigns, with more than a billion users – making it the most popular network.

Other important networks range from Pinterest and Instagram to LinkedIn, or even Tiktok, depending on your audience.

To work out which social media networks your services should focus on, you need to consider your typical client. A B2B business is more likely to benefit from using LinkedIn more than a consumer brand that targets millennials.

You need to know which networks your clients are interested in using. If they don’t yet know what they’re looking for, have a list of recommendations prepared.

• Best Practices: Tailor content and strategies to suit the unique audience and format of each platform. For instance, use visually appealing content for Instagram, professional tones for LinkedIn, and engaging, concise posts for Twitter.
• Challenges: Keeping up with the different trends and algorithm changes on each platform.
• Measuring Success: Track engagement rates, follower growth, and conversion rates specific to each platform.

A perfect example of channel specific social media strategy is Airbnb’s Instagram Campaign :

Airbnb’s use of Instagram focuses on sharing compelling images of unique homes and experiences, encouraging user-generated content.

This approach has significantly increased their engagement and helped in building a community around travel enthusiasts.

Social Media Service Pricing

Source

Strategy planning

Having a solid strategy for social media is vital for any brand. Many smaller brands start to use social media without giving a lot of thought to their goals or reasons for choosing a particular network.

Creating content strategies for brands ensures that your clients have a plan set out and a good idea of what’s going to work for them.

If you decide to create content strategies for your clients, you might spend time researching their audience and social keywords, as well as testing and analyzing different networks and types of content.

You should be able to present your client with a detailed plan, including elements such as an editorial calendar, that they can follow to achieve their goals. Of course, you might also go further and help them to carry out their strategy.

• Best Practices: Conduct thorough market research, define clear objectives, and develop a content calendar. Ensure alignment with overall marketing goals.
• Challenges: Adapting to changing market trends and maintaining a consistent brand voice across all platforms.
• Measuring Success: Evaluate the achievement of set objectives, such as increased brand awareness or higher engagement levels.

A successful example : LinkedIn’s B2B Marketing

LinkedIn’s own strategy for B2B marketing involves thought leadership content and industry insights.

This strategy has positioned LinkedIn as a leader in the B2B space, driving engagement and lead generation.

Account/profile creation and branding

Getting clients set up on social media for the first time is an excellent way to start them off with your social media services, and then encourage them to benefit from the other services you have to offer.

Many small business owners take the initiative to learn what they can about social media and digital marketing, but it can still be somewhat of a mystery to them. It’s often difficult to know where to start, or, if they know what they want, they may struggle to find the time to get set up on social media.

They might be looking for advice on which social networks to use, as well as help getting started with setting up profiles and accounts. Your services can ensure that social profiles work for the brand, are SEO-friendly and perhaps even have some scheduled content to get them started in the first few weeks.

• Best Practices: Create profiles with complete information, high-quality images, and optimized keywords for better discoverability.
• Challenges: Standing out in a crowded space and maintaining a cohesive brand image across platforms.
• Measuring Success: Monitor growth in followers, profile visits, and interactions.

One of the best examples of standing out is Wendy’s Twitter Presence.

Wendy’s uses its Twitter account for brand personality showcasing, known for its witty and humorous responses. This unique branding approach has garnered a large following and increased brand loyalty.

Social Media Service Pricing

Content creation

Many of your clients will be looking for content they can use on social media. Although there are types of content they can use across multiple channels, some need to be designed specifically for social media use.

For example, there are certain dimensions to be met for images on different networks, rules, and best practice to take into account. And of course, various types of text formatting to consider. The character limit on Twitter may have been doubled, but it still requires careful consideration to craft a tweet that works.

Social media content needs to be engaging and encourage sharing to help brands spread their message. Creating content for clients using this “food pyramid example” can involve making graphics or videos, writing social media posts or blog posts, and sourcing shareable content to share from other brands and sources.

Social Media Service Pricing

It needs to offer something valuable and start conversations. If you’re already using creative skills within your agency, combined with analytics and data, you might have what you need to start creating social media content.

• Best Practices: Develop original, high-quality content that resonates with the target audience. Utilize a mix of formats like images, videos, and blogs.
• Challenges: Consistently generating fresh and engaging content.
• Measuring Success: Analyze engagement metrics like shares, likes, comments, and the reach of your content.

If you don’t have the in-house tools to create content, you can mimic GoPro User-Generated Content strategy.

GoPro encourages users to share their adventure videos shot on GoPro cameras. This strategy has not only provided GoPro with authentic content but also deeply engaged their customer base.

Content publishing

Helping your clients to schedule their content can incredibly useful service to them. It can be difficult for many small businesses to find time to post their content, especially across multiple channels.

Getting the right time to post can be difficult and might be harder when dealing with an international audience. It’s not the hardest job, but scheduling content really makes things easier for your clients.

Social Media Service Pricing

Anything you can do to simplify social media management will be appreciated by your clients. Sometimes it’s better to offer real-time social media monitoring so that brands can avoid awkward situations caused by scheduled posts clashing with topical events.

A content calendar is often the best way to guide clients on when to post what – but still allowing the flexibility to change things if needed.

• Best Practices: Schedule posts for optimal times based on audience activity. Use social media management tools for efficiency.
• Challenges: Timing posts correctly to maximize visibility and engagement.
• Measuring Success: Track the performance of posts in terms of engagement and reach.

For example, Buffer’s consistent blogging and social media content publishing have established them as experts in social media knowledge. Their approach has led to increased trust and a growing user base for their social media tools.

Social Media Case Studies

1.Mercedes Benz – Repeated, successful social media marketing campaigns

Mercedes Benz seem to win every time with their social media campaigns. The one that stands out to me was back in 2013 when they created what I still believe to be one of the best Instagram marketing campaigns to date. Mercedes wanted to reach out to the younger audience so they hired five top Instagram photographers to each take the wheel of a new Mercedes CLA. Whoever got the most likes got to keep the car – so they all really worked at it!

By the end of the campaign, Mercedes has received:

• 87,000,000 organic Instagram impressions
• 2,000,000 Instagram likes
• 150 new marketing assets (stunning photos)

What lessons can you learn from this? Could you put your followers up for a challenge and make it into a competition or campaign?

• Can you do a competition that gets people trying out your product first?
• Think about your target audience. What is a prize they would value?
• Like Mercedes you could recruit bloggers/influencers via social media and get them blogging about your service or product. Whoever receives the most engagement wins.

2. Dove – Connecting with their target audience

Is it just me or do all the Dove marketing campaigns make you cry? If you’ve seen their Real Beauty sketches campaign, you’ll know what I’m talking about. Dove’s goal is to make women feel good about themselves. They know their target market and create content that tells a story that women can relate to.

Dove did some research and found that 80 percent of women came across negative chatter on social media. Dove’s goal was to change that and make social media a more positive experience. As a result, Dove teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that breaks down which body- related words people use the most and when negative chatter appears during the day.

According to Dove, women were inspired by their message.

• #SpeakBeautiful was used more than 168,000 times
• Drove 800 million social media impressions of the campaign

Dove know their audience. Knowing your audience is the only way you will engage with them. The best way for this is creating personas. Knowing what life stage they are in, if they’re employed, what their interests are etc. will certainly help you when creating content. Then think about linking your audience to your brand values in order to create something just as successful as Dove’s campaign.

3. Nutella – Incredible content that makes you salivate

Each post makes you want to eat Nutella. There are a lot of people (including me) who take photos of their food before they eat it. Nutella does the same and it works. Nutella isn’t afraid to be fun and creative with different ingredients. Nutella is just a chocolate spread yet they manage to have fun with it. Do you, or could you, have a bit more fun with your brand?

Here are some ideas for having fun with your brand:

• Are you on different social media channels? If you’re B2B you might not think that Instagram is for you, but it can be a great way to demonstrate your brand values by telling a story. Fedex is a great example of this, showing images of their trucks always on the move. This tells a story that they are always delivering and that is the key message we take away.
• Key influencers/bloggers can be a great way to different types of content and to see how they have fun with your brand (if this is new to you, read our post on the rise of the social media influencer).
• Instead of posting behind-the-scenes photos at your head office, can you encourage your followers to share their experiences with your brand? Maybe host an event or go out and meet them.

4. Oreo – Smart content planning and timely delivery

Oreo is another brand that is known for their creative social media marketing. They must have a big design team to produce their content, but it works! They are consistent with their branding and manage to catch onto real time events. We all remember when the lights went out at the Super Bowl and during the half hour blackout Oreo tweeted out:

This was retweeted over 15,000 times. Are you thinking outside the box about your brand? Plan ahead for events coming up that you might be able to jump on to.

Do you plan your social media content out? If you’re in B2B and don’t currently create content read here for some B2B content marketing tips to help you get started, or check out our B2B marketing strategy tips ebook for 2021.

It’s always a good idea to prepare content ahead of time. If you can schedule content on a monthly basis – perfect, but if not bi-weekly is great. That way you can check what events are coming up and plan content around them. This gives you time for any ad hoc creative to be done, such as jumping on real-time events like the Oreo blackout example above.

5. Airbnb – Stunning imagery and UGC

What might look like a visual travel blog, Airbnb’s content attracts fans with their visually compelling posts. On Instagram, they post user-generated photos from its hosts and guests. The content embraces their new campaign of ‘Don’t just go there, Live there’ which is captured through real photography. Each post receives high engagement, between 3,000 and 14,000 Instagram likes.

This is a great example of thinking slightly outside the box. Airbnb is all about accommodation. They don’t just post images of the inside of people’s homes. Seeing the culture and images of places all over the world comes with the experience of where you stay and that’s what connects with people. Think about your brand: are you just posting about the product/ service itself? Why not tell your followers a story instead?

Thanks for reading. I hope by reading these five social media marketing case studies it has spiked some inspiration! If you need any help with your social media advertising, influencer marketing, or other aspects of your social media strategy, feel free to contact us.

Conclusion

Momentum 360 is a Premiere Small Business and Real Estate marketing company in Philadelphia and tri-state area. Our main service offerings are 3D Virtual Tours powered by Matterport, as well as photography and videography. We are both a Matterport Service Provider and Google Trusted Photography agency. While 3D Virtual Tours started in real estate, they are versatile and applicable across every industry.

Momentum 360 specializes in virtual tours for real estate, small businesses, restaurants, retail, healthcare, professional services, and much more. These virtual tours help our clients showcase their business online, while also allowing them to rank higher on Google with SEO, and get more followers on social media. Call for a quote.