You ready to get new clients for your Facebook ad agency—hook, line, and sinker? I thought so. And, one way to do that is by creating a 60-minute Facebook marketing audit.
Okay, hold up a second. When you heard the word “audit,” did you automatically get a bit of anxiety because you think it’s strictly about taxes, and the IRS reviewing and examining your accounts?
Yeah, that’s the common thought most people have, which explains why the word oftentimes gets a bad rap. And, the reason many want to stay far, far away from it.
But, in your world of Facebook marketing and social media, it should be viewed as something exciting and educational! There’s nothing to be afraid of. You see, with a Facebook marketing audit you have the ability to do the following:
- Evaluate and reflect on your client’s current Facebook marketing efforts—this includes their business page.
- Identify recommendations to keep improving the overall performance on the social media platform, while working to achieve their goals.
And, because of those two things, do you think it’d be fairly easy for your new client numbers to skyrocket thanks to positioning this so-called audit as an add-on to your monthly service offering? You bet.
Yet, if you love the idea as much as we do, and the opportunities (and moola) that’ll come with it, you’re probably wondering—”Okay, how do I even conduct an audit? And how exactly should I present it as an add-on?”
Don’t worry about either of those because, today, I’m going to answer both of those questions. You ready? It’s time to dive on in…
Let’s start with how you go about conducting an audit for your client.
1. Create a marketing audit template.
As the owner of your own Facebook ad agency, it’s absolutely critical to be organized. After all, the last thing you want to do is be digging around your desk for a missing, but critical paper that has essential information on it. You know, to help you meet and exceed your client’s expectations. It would be like finding a needle in a haystack!
With that said, go completely digital—keeping your client’s Facebook marketing audit information neat and organized.
How do you quickly and easily tackle that, exactly? By using an audit checklist, which you can create in Google Sheets and customize it to meet your needs.
Yes, there are many Facebook audit checklists and templates available for free online (our favorite is Bufferapp.com’s). But, be sure to avoid restricting yourself to the ready-made columns and rows within these templates.
To help you with that, here’s the gist of the information you should, without a doubt, include in your agency’s very own checklist template:
- Profile information—name and page URL.
- Posting frequency and engagement—the number of times a day or week they’re posting to the page. And, do they have any unanswered questions or comments (ex. A fan asks a question on a post and the business hasn’t gotten back to them).
- Follower count—the number of likes and followers their page has.
- Channel demographic—audience insights compiled from aggregated demographic data on people who like your client’s page (includes gender, age range, location, and language).
- Channel-specific metrics (engagement, reach, etc.)—collecting these metrics will help you determine if what they’re actually posting is eliciting a response from their audience. And, from there, you can advise them on whether or not they should increase the number of helpful, interesting, or funny posts.
- Checklist columns—more on this in a minute. But, you should be answering whether or not the client’s business is branded consistently and accurately, has a complete About section, and more.
Easy enough, right? Now, what’s next?
2. Start with their Facebook business page.
Social media audits can be a fun, number-crunching opportunity. But, if you’ve never done it before, chances are, you probably don’t know where to even begin. Therefore, I’m going to make it super easy for you: start with your client’s Facebook business page.
This is where those checklist columns will come in handy. You’ll want to create a breakout of each one so you can quickly run through and mark yes or no—along with recommendations for improvement and/or next steps.
– Page information completion.
- Is the About Us section filled out and informative? Does it have a valid website URL and phone number, along with other active social accounts?
- Is there a call to action button that makes sense and links to the correct URL/page?
- Does the page have a custom URL that makes sense to your client’s business (ex. facebook.com/adlab)? Versus a weird combo of numbers and letters that Facebook itself generates?
- Is the page marked as verified?
- Are the page’s tabs still relevant? For example, is there a Giveaway tab or Poll tab that’s expired? And, are there tabs that make sense to now add to the mix (ex. Services)?
– Consistency in branding. (It’s crucial!)
- Is the profile image and cover image up-to-date, clear, and compelling?
- Is the imagery in sync with the branding on their website?
- Upon clicking on the cover photo, does it have a photo description with information, a call to action, or links?
- Are the social post photos designed with the brand’s aesthetics in mind?
– Post quality.
- Are they getting likes and comments on their posts? And, are they engaging with those comments?
- Are they posting frequently/on a regular basis (1x/day at minimum)?
- Are their posts beneficial to their audience? And, are they limiting the amount of salesy messaging?
- Are they sending fans and followers to their website? Linking to content on their site at least once a week?
- Which posts are performing the best? Identify those to encourage them to post similar content more often.
3. Put a face and description to their actual audience.
When you know exactly who you’re speaking to—whether it be in social media or sales—it makes all the difference. Sometimes, however, what clients think is relevant and intriguing enough to share with their audience can end up being the exact opposite. Not to mention, who they think is listening can actually be someone completely different, in an unthought-of demographic group.
Therefore, use Facebook’s Insights tool to put a face and description to their actual audience vs. their planned social media audience. To get there, you’ll need access to their business page, which shouldn’t be a problem. Then, select the Insights tab.
From there, you can click the People tab. This is where Facebook shares data about the people who like your client’s Facebook page—based on the information they supply in their own profiles.
You can then collect this information and insert it into the Demographic column of your audit spreadsheet to dish out a proper description of your client’s audience. It’ll make it that much easier to hone in on the messaging of their posts, ads, and more.
4. Examine industry influencers who do it well.
You can learn a lot from those who do it best. That’s the truth! Oftentimes, however, people are extremely hesitant to look to what their competitors are doing for fear of copying or not taking the original route.
Yet, when you’re not afraid to examine what industry influencers are doing well, you’ll find and learn ways to improve your client’s own profile. Here’s how to do it in a non-copycat way:
- Pinpoint 4 influencers/brands on Facebook that exist within your client’s industry.
- Ask yourself the following questions and note the data/information collected in a separate tab in your audit spreadsheet.
- Branding—what have they chosen to use for their profile picture and cover photo? Does it give the viewer a strong sense of who they are right off the bat?
- Popularity—how many people like or follow them?
- Frequency—how often do they post?
- Engagement—do they get strong engagement on those posts? And, if so, what type of content is it (question post, image, etc.)?
- Topics/themes—what type of content do they typically share?
From there, you can quickly strategize what might be the best route to take as it relates to your client’s content.
5. Make an action plan for enhancements and create goals.
Now, you have all this awesome data in front of you. What’s next? Well, the last thing you want to do is take all this information from the audit and drop it into your client’s lap. So, instead, offer up an action plan for enhancements and set goals with them.
For example, what kinds of updates do they need to make to their page? What types of content should they be posting based on what has been getting the most engagement and what’s working for their competitors? Who is their Facebook audience and how can they speak directly to them more often? What’s the percentage increase they’d like to see in followers/likes and engagement?
Providing recommendations as a follow-up to these questions will help stack them up against their competitors and look forward to greater success on the popular social media platform.
Next, let’s talk about how you can make this audit the icing on the cake and get more clients on your side.
Think about when you’re at your favorite fast food restaurant and you’ve wrapped up placing your order, only to be asked—”Would you like fries or a drink with that?” That’s called an add-on.
It’s very easy to do in the fast food industry. But, when it comes to your agency, how can you position the audit as the icing on the cake (aka the must-have add-on) to painlessly get more clients on your side?
That’s a question many want to know the answer to. And, I’ll give you a quick rundown of how to do it right now—solving the 5 W's: who, what, when, where, and why. Oh, and how.
- Who: To your client, of course!
- What: A Facebook marketing audit of their business page.
- When: After the first full month of utilizing your services. That gives them time to get used to working with you and understanding what it is you can help them with.
- Where: If you can, try to offer this up in person. You can show them how it’ll work and see their reaction.
- Why: The question should be, why not? Your client will be able to learn about what’s working, what’s failing, and what can be improved upon thanks to your audit. And, you’ll become aware of additional ways you can possibly help them in addition to Facebook campaigns!
- How: How much should you charge for this add-on? Determine a happy medium based on the price point of your main service offerings.
So, there you have it—one fairly simple way you can hook more clients right away: a Facebook marketing audit of their business page. And, best of all, it won’t take you much time to do it. Remember, it’s only a 60-minute process for greater opportunities (and more moola)!
And, if you’re ready for even more guidance on how to leverage a popular social media platform to generate leads and ultimately profit for years to come, join AdLab now.
It’s an ever-evolving course on Facebook ad strategy, supplying small business owners like you with up-to-date expert training, interviews, case studies, content, and more to stay one step ahead of a changing ad network.
Have you created a Facebook marketing audit for a client? Let us know how it went in the comments section below. We’d love to hear from you and share your story.