Silverback Strategies devised digital marketing strategies and launched efforts on major social media platforms. They managed an editorial calendar and created assets, including graphics, copy, and animations.
Silverback Strategies proved to be a skilled digital marketing vendor, capable of planning and executing a wide range of initiatives. Their methods have led to increased exposure and higher revenue. Client-focused and organized, their dedication to successful projects is evident.
"More than anything, they wanted to make sure we were making good business decisions."
Introduce your business and what you do there.
I’m the head of marketing at Washington Speakers Bureau, a service provider that connects professional speakers for hire with customers who need those speakers for events, digital marketing, and even sponsorships in marketing opportunities.
What challenge were you trying to address with Silverback Strategies?
We launched an initiative to significantly bolster and grow our social media presence across all the major platforms. We had a campaign that we developed and needed an agency to help scale our efforts and activate it across our social media platforms and speaking engagements.
What was the scope of their involvement?
We hired them to help us in the social media management strategy, creative, and activation. We intended to initially launch across LinkedIn, Twitter, Facebook, and YouTube, while adding Instagram later on.
Silverback Strategies helped us with the calculated approach to how we were going to scale within those platforms. They were managing social for us daily. Not only were they generating content and posts for each of those sites, but they were also managing, with our team, and co-creating the editorial calendar and the creation of creative assets that we needed, such as social graphics, copy, and videos and animations. That campaign ran its course, and then their focus became much more about supporting our corporate brand through those same channels.
What is the team composition?
Ben (Vice President of Creative, Silverback Strategies) was our primary point of contact. He understood our business and what we were trying to achieve. Ben helped set the strategic tone for the campaign and our overall social presence. We worked with another of Ben’s colleagues for some day-to-day work, but Ben oversaw the primary operations.
How did you come to work with Silverback Strategies?
Silverback Strategies was the agency of record at a previous job of mine. Although we interviewed and considered other agencies, we selected Silverback Strategies because of their robust social and content team. I had worked with the head of content before and liked their philosophy and approach to social. It wasn’t just content-driven and brand-driven, but it was also very performance-driven. They wanted to make sure that social supports our lead generation efforts and that we could quantify the results there against revenue targets.
How much have you invested with them?
We spent between $96,000–$110,000.
What is the status of this engagement?
Our engagement spanned March 2018–April 2019.
What evidence can you share that demonstrates the impact of the engagement?
They helped us expand our reach and our awareness within our influencer base, in addition to learning more about our audiences through analytics. We now have much more intel into who our likely buyers are. We were also able to see those buyers start funneling through our marketing systems and turn into hard revenue dollars as far as bookings for professional speakers.
How did Silverback Strategies perform from a project management standpoint?
In addition to weekly stand-up meetings, we used Basecamp as our primary communication tool. They are local to us, so we benefited from having several in-person meetings as we were getting everything off the ground. We relied heavily on a senior member of their team to manage the project because he understood our product, our service, and our brand. He wasn’t just a scheduler, however. He was hands-on in terms of developing a strategy and content for us, as well. Not everything was perfect, but their team did a good job of communicating when tasks weren’t going to be on time.
What did you find most impressive about them?
Silverback Strategies has an ambitious team. It wasn’t enough to get a good piece of copy out there or a good post and get a lot of likes. They wanted to follow it all the way through in making sure that it was on-brand and on-voice. More than anything, they wanted to make sure we were making good business decisions.
Are there any areas they could improve?
Their expansion into more content development has been a welcomed core service that they’ve added. They should continue to expand their content team and their creative team to look at new mediums, video, and other creative.
Do you have any advice for potential customers?
For a new client, it’s very tempting to want to turn over the keys to an agency and ask them to make it happen. That’s the wrong approach to someone like Silverback Strategies. You need to come to the table prepared and with an understanding of what a successful project will look like for them. Be very clear internally about what it is you want, and be very open and communicative with Silverback Strategies about what those needs are. They’re not going to make you do it their way, but they are going to want to work with you to solve your problems.