What matters for social media advertising
Paid social media should be planned around buying behaviour, creative resources, and the business's capacity to respond. A platform with a large audience is not automatically the right place for a particular offer. Professional services may need education and evidence before an enquiry; a familiar product may be understood quickly. Platform selection and content production belong in the same brief, with enough budget to test a meaningful idea.
What to ask a prospective agency
Ask what the agency would do first, what it needs from you, and why it recommends that approach. Request a written proposal covering the work included, exclusions, approvals, reporting, ownership, and ongoing support. Ask for relevant examples with enough context to understand what was done and what the results mean.
Give each agency the same goals and requirements so you can compare proposals fairly. Discuss who will do the work, what your team needs to contribute, and how the plan will change if the initial approach does not work. You can discuss your requirements with Broad Promo in an introductory consultation. Confirm the services, availability, timing, and fees before committing.
A practical checklist
- Describe the buyer and the situation that makes your offer relevant.
- Assign each platform a clear role in discovery, consideration, or conversion.
- Adapt creative to the placement while keeping the offer consistent.
- Agree who produces, approves, and replaces images or videos.
- Test the destination, contact route, and reporting before launch.
- Use qualified outcomes to decide whether a platform deserves more investment.
Use this checklist to see what is working and what needs attention. Start with the most important change before taking on more work. Record what you change so you can understand the results later.
How to assess the results
Engagement can help diagnose whether a message attracts attention, but business evaluation should include qualified enquiries, appointments, customers, and acquisition cost. Compare platforms with consistent definitions. A channel may assist a later search or direct visit, so acknowledge attribution limits without claiming every assisted interaction as an additional sale.
What to include in your brief
Explain which customers and decision-makers you want to reach, in which markets, and with what offer. Share your social accounts and available images or videos, including their usage rights. Agree who produces and approves the ads, who handles replies, and which platforms and languages the agency can support.
Ask for a proposal explaining what is included, what your team needs to provide, who owns the work, and what it costs. Agree when you will review progress. Broad Promo can help you plan the services you need and explain how they fit together, with the details confirmed before work begins.