Hitting the right note of self-promotion means finding a balance between showing off your agency’s work without being repetitive, obvious, or too ostentatious: think engaging, not gloating. It also requires adapting to the social media channel you’re sharing on, from inspirational professional text posts on LinkedIn to pithy Tweets linking to your client’s new site or redesign. The goal, as always, is to reach your community, build your base, and share your excellent work with them. Here are six tips to keep in mind when promoting your work online.
In the spirit of “show, don’t tell,” let readers take a peek at your process and give them an idea of the quality you are committed to. You don’t need to reveal all your secrets — it could be something as simple as an interview with a designer about how they dig into the creative process or showing the evolution of a client’s brand. It can also be a way to showcase more abstract agency work, like digital strategy or social media planning.
Creating a polished look for your articles, photos, and social media posts will reflect your company’s ethos and branding prowess. Consider using a distinctive illustration style to accompany blog posts or announce a new launch, and don’t skimp on photo quality or editing.
If a client shares a video you created or a new site you designed on social media, make sure to like and comment on it, then repost it on your page. You can also create regular client spotlights on your social media pages, highlighting what a client is all about, what kind of work you’ve done for them, and how it’s positively impacted their business, whether with numbers or verbal endorsements.
It helps to put a face to the work. Shining a spotlight on team members and their specific achievements and projects creates a connection with the audience, and underscores the professional quality of your company.
No one enjoys reading a Twitter stream full of retweeted praise and links. Mix it up with industry-relevant articles or fun photos or videos to keep the audience interested. Having a single dedicated social media person can help to ensure that you’re not oversharing certain links, or you could set up a weekly schedule with fixed days for different posts.
It may sound obvious, but the best way to attract new clients and more work is to let the quality of your work speak for itself. Awesome execution is the most powerful form of marketing there is, and simply sharing polished finished projects with your social community should be enough of a hook to draw them in and show what you’re all about.