Social Media Marketing Services: Agency vs Consultant – What’s Better?
Social media marketing has become the cornerstone of modern business growth, with platforms like Facebook, Instagram, and LinkedIn enabling companies to reach their target audiences more effectively than ever before. But when it comes to outsourcing social media marketing services, one question lingers: should you hire an agency or a consultant? Both have their merits, and choosing the right fit can dramatically affect your business’s success. Let’s break it down and see which option is better for your needs, with a slight tilt in favour of consultants.
What Is Social Media Marketing?
Definition and Scope
Social media marketing (SMM) involves creating and sharing content on social media platforms to achieve marketing and branding goals. It covers activities such as posting text, images, videos, and other content that drives audience engagement. Popular platforms include Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest.
The Role of Social Media in Business Growth
Social media marketing is crucial for businesses today because it allows them to connect with their audience directly. Whether it’s raising brand awareness, increasing website traffic, or boosting sales, SMM helps businesses grow by reaching potential customers where they spend a significant amount of time—online.
Read our in-depth guide on what social media advertising is here.
Social Media Marketing Agencies: Overview
What Is a Social Media Marketing Agency?
A social media marketing agency is a team of experts who handle your social media presence on your behalf. Agencies offer a broad range of services such as strategy development, content creation, paid ads, and analytics. They typically work with larger businesses looking for full-scale management.
Pros of Working With a Social Media Marketing Agency
- Access to a Full Team of Experts: Agencies come equipped with a wide range of skills. From copywriting to design, data analysis to strategy, they have a diverse team ready to handle any aspect of your campaign.
- Comprehensive Strategies: Agencies are adept at creating large-scale, multi-platform strategies that can help you reach broader audiences.
- Advanced Tools and Analytics: Agencies usually have access to premium tools for scheduling, analysing data, and optimising campaigns, giving you the best insights into performance.
Cons of Working With a Social Media Marketing Agency
- Higher Costs: Agencies tend to come with a hefty price tag, which can be prohibitive for smaller businesses or start-ups.
- Less Personalisation: Since agencies often juggle multiple clients, the personalised touch might be lacking, with strategies sometimes feeling more ‘one-size-fits-all.’
Social Media Marketing Consultants: Overview
What Is a Social Media Marketing Consultant?
A social media marketing consultant is typically an independent expert who helps businesses develop and execute their social media strategies. They work closely with clients, providing more personalised and hands-on service, which can be highly beneficial for small to medium-sized businesses.
Pros of Working With a Social Media Marketing Consultant
- Personalised Approach: Consultants offer a bespoke strategy based on your business’s unique needs, ensuring a more tailored approach than larger agencies.
- Flexibility and Adaptability: They can quickly pivot strategies based on new insights, making them more agile than agencies.
- Cost-Effectiveness: Consultants generally charge lower fees than agencies, making them a more affordable option for businesses with smaller budgets.
Cons of Working With a Social Media Marketing Consultant
- Limited Resources: Unlike agencies, consultants usually work alone or with a small team, meaning they might not have access to the same advanced tools and diverse skillsets.
Key Differences Between Agencies and Consultants
Cost Comparison
Agencies tend to charge higher fees due to the broader range of services and larger teams, while consultants offer more competitive rates, which is a significant consideration for smaller businesses.
Discover the true cost of social media advertising with our guide here.
Customisation and Personalisation
Consultants excel at providing personalised service tailored to your specific needs, while agencies may offer more templated solutions due to handling multiple clients at once.
Resources and Expertise
Agencies offer a team of experts with diverse skills, whereas consultants provide focused expertise but may lack the breadth of an agency’s capabilities.
Which One is Right for Your Business?
Consider Your Business Size
Larger businesses with big budgets and extensive marketing needs may benefit more from the breadth of services provided by an agency. However, SMEs often find more value in working with a consultant who can tailor strategies to their specific needs.
Marketing Goals and Objectives
If your business needs a long-term, comprehensive social media marketing strategy that spans multiple platforms and regions, an agency might be the better fit. Conversely, if you’re looking for short-term campaigns or targeted strategies, a consultant can offer the flexibility and adaptability needed.
Budget Considerations
If your budget is tight, a consultant is often the better option. You can still achieve great results without breaking the bank, especially when the consultant is able to focus more attention on your brand than an agency might.
Consultant Edge: Why Consultants Might Be Better for Some Businesses
The Personal Touch
Consultants pride themselves on offering a personal approach. They work closely with you to understand your brand, voice, and goals, building relationships that agencies sometimes can’t match.
Specialised Expertise
Consultants often have specialised knowledge in certain niches. For example, if you’re a small business targeting a specific demographic, a consultant with experience in that niche can bring invaluable insights and strategies.
Long-term Collaboration
Since consultants often work on long-term collaborations with fewer clients, they’re able to focus more on your success, allowing for a deeper, more meaningful business relationship.
How to Choose the Right Social Media Marketing Partner
Identifying Your Business Needs
Before choosing between an agency or a consultant, it’s essential to understand your goals. Do you need a comprehensive long-term strategy, or are you looking for quick, targeted results?
Evaluating Expertise and Track Record
Check the portfolio and case studies of both agencies and consultants to gauge their expertise and success rates in similar industries.
Communication and Collaboration Style
You’ll want to work with someone who communicates effectively and is easy to collaborate with. Consultants often offer more flexibility and direct communication, while agencies might have layers of staff between you and the decision-makers.
Conclusion
While both agencies and consultants bring valuable skills to the table, consultants often come out on top for businesses seeking a more personalised, hands-on approach. They offer bespoke strategies, more flexibility, and a closer working relationship, all at a more affordable price point. For many small to medium-sized businesses, a consultant’s focused expertise and personalised attention can deliver better results than the one-size-fits-all approach sometimes offered by agencies.
FAQs
An agency is a larger company offering a broad range of services with a full team, while a consultant is an individual or small team providing personalised, niche strategies.
The cost varies depending on the consultant’s experience and the scope of the work, but consultants generally charge less than agencies due to their lower overheads.
While consultants can handle large campaigns, they may require additional resources or partners. Agencies are typically better suited for larger, complex campaigns.
Not necessarily. While agencies offer more resources, consultants often provide more personalised and attentive service, which can lead to greater reliability for specific needs.
Consider your budget, business size, and specific marketing needs. If you require a large team and extensive resources, an agency may be better. If personalisation and flexibility are your priorities, a consultant might be the right fit.
