How Much Does Social Media Marketing Cost In Australia?
The benefits of effective social media marketing are well-documented. For one, GlobalWebIndex found that 54% of users research products on social media channels, making it crucial for businesses to have a strong social media presence.
Social media marketing costs differ by platform and agency type. Getting an estimate of how much marketing services cost will give you an idea of how much your business can afford.
Social Media Marketing Cost By Platform
Account set-up: $1,000 – $4,000
Employee training: $3,000 – $15,000
Community management: $800 – $4,000 monthly
Source: Social Media News
Facebook is one of the largest platforms in Australia, with over 15 million monthly active users (MAUs). That means roughly 60% of the population is active on the platform. Moreover, 50% of Australians log into their FB accounts at least once a day.
That makes FB a powerful platform for marketing. However, the complexity of this platform can also make it challenging, hence the need to hire a qualified professional.
Services that fall under Facebook marketing include campaign management, content development, content publishing, graphic design, community engagement, and live events, just to name a few. The social media marketing cost for this platform varies depending on the service package you avail.
Account set-up: $200 – $2,000
Employee training: $800 – $5,000
Community management: $1,500 – $8,000 monthly
9,037,000 Australians, or 35.8% of the population, used Instagram in May 2019. Instagram marketing helps you reach a percentage of those numbers. A social media marketing agency will set up, optimise, and manage your profile for the best results.
Account set-up: $1,000 – $5,000
Employee training: $3,000 – $20,000
Community management: $2,000 – $15,000 monthly
With more than nine million Australian users, LinkedIn should be part of your social media marketing plan. Omnicore also states that it’s the top social media channel among B2B marketers. An agency can help manage your profile and publish engaging content to grow your LinkedIn following.
Account set-up: $0 – $3,000
Employee training: $3,000 – $8,000
Community management: $2,000 – $15,000 monthly
Source: We Are Social & Hootsuite
There are 4,700,000 Australian MAUs on Twitter. The social media marketing cost for Twitter depends on the frequency of updates, whether or not the account manager has to live tweet events, and so on.
Social Media Marketing Cost By Resource Type
In-House Social Media Marketing
Estimated yearly cost: $65,000 – $120,000
The majority of Australian businesses look into assembling an in-house social media marketing team before considering hiring a partner agency. This involves finding, screening, and retaining talent. This also involves setting KPIs, deliverables, and goals to guide in-house marketing efforts.
As you can imagine, all this takes a lot of work. The hiring process alone can take weeks or months, and can be difficult for business owners who may not know what qualities to look for in a social media manager. And after you’ve put the entire team together, you’ll have to supervise them.
That takes time out of your work schedule, when you could be channeling your energies towards growing your business.
The social media marketing cost of an in-house team will also depend on the caliber of the employees you hire. Marketers with substantial experience will naturally command higher rates.
You’ll also have to invest in tools, apps, and subscriptions to help them do their jobs effectively. Otherwise, the quality of their output might suffer.
But the rewards of having an in-house team are remarkable. Working closely with your social media marketing team means that everything can be done exactly as you like. It also ensures brand cohesion across different channels.
Is In-House Social Media Marketing Right For You? If you want more control and involvement in social media marketing, then it’s worth investing in an in-house team. However, you must be prepared to put more of your resources towards supervising the team and retaining top talent.
Full-Service Social Media Marketing Agencies
Estimated monthly cost: $4,000 – $22,000
An agency of this scale has the capacity to deliver all marketing-related services. Aside from social media, they also cover websites, TV commercials, and printed collateral. A one-stop-shop for all your marketing needs, these agencies are staffed by locally based marketing professionals, and often consist of several departments.
The main benefit of working with one such agency is that they can deliver all the marketing solutions you need. This saves you time looking for agencies and contractors who can take charge of marketing for other aspects of your business.
The resources and expertise at their disposal give them a can-do attitude that also gives clients peace of mind.
Expect their output to be original, engaging, and visually appealing. You can also expect these agencies to be on-trend when it comes to social media, which gives your business a huge advantage.
However, the price of their services certainly reflects their capabilities as an agency. That means your social media marketing costs will be higher than normal.
The sheer number of departments and staff members also means that you’ll have to deal with more than one person, which can muddle communication. Service can also feel impersonal, since the agency will be handling more than one client account at a time.
Moreover, be aware that despite the presence of marketing experts on the agency’s roster, your social media account can very well be passed onto an intern, with little more than a set of instructions to guide them.
Is A Full-Service Social Media Marketing Agency Right For You? If you have a sizeable budget, and if your business has extensive social media marketing requirements that a smaller agency can’t handle, then you should go for a full-service social media marketing agency.
Specialist Social Media Marketing Agencies
Estimated monthly cost: $1,000 –$8,000
These agencies are staffed by a small number of locally-based social media experts who render a host of services, including account management, community management, and content delivery.
These services are often rendered by a single person who is in charge of your account, which is why the biggest benefit of working with a specialist social media marketing agency is the consistency of tone and voice across multiple channels.
It also makes communication easier, since you only have to deal with one person who performs all tasks related to your account.
You can also expect to get original content that has been tailored to your needs and reflects your brand personality. The account manager will take the time to get to know your brand and business in order to do this.
Is A Specialist Social Media Marketing Agency Right For You? If you have already defined your brand identity and need an agency to stay consistent with it across different social media channels, then it’s worth investing in the services of a social media marketing agency.
Outsource Volume Providers
Estimated monthly cost: $200 – $900
These agencies have a local presence in Australia, but work with an offshore team or contractor that renders the majority of their services from overseas. Using a remote team allows these agencies to keep social media marketing costs low and offer entry-level prices to Australian businesses that have budget constraints.
Therefore, one of the main advantages of using an outsource volume provider is affordability. It’s a great option for Australian businesses that want to dip their toes in social media marketing waters before allocating more of their budget to it.
When working with this type of agency, you can expect a tremendous volume of content and limited account management by the Australian team. However, expect that content to only loosely align with your branding. Moreover, content is cycled through multiple clients, so you might see similar content on other sites.
Is An Outsource Volume Provider Right For You? It’s the classic quantity versus quality dilemma many businesses face. If you’re working on a tight budget but want to get started on social media marketing, working with an outsource volume provider can get the job done.
Contevo’s Social Media Marketing Promise
Contevo is a locally based digital marketing agency specialising in social media. Trusted by companies of all sizes, we offer price-sensitive service packages to boost your social media presence.
We offer a free social media audit to clients who want to optimise their social media accounts. Our team of dedicated social media marketing experts executes social media campaigns flawlessly, and with the best possible results in mind.
The key to our success is Continuous Evolution – we believe in steady growth and non-stop learning so that our clients may benefit from our insight and experience. Call us today to get your complementary social media audit.