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Weekly Agency Spotlight — Boucher + Co

This week we are excited to feature Boucher + CO in our weekly agency spotlight.

The Background

Boucher + Co is a boutique digital marketing agency based out of New York City. While they superintend the marketing needs for a breadth of companies across a wide range of industries, the team still manages to provide customers with an overabundance of personalized attention. Their team is dynamic, knowledgeable, and driven, and they truly care about the success of each of their clients.
We believe the root of their success can be derived from a strong proclivity for analytics. As they say on their website:

“As an analytics-first digital agency, we’re results-focused. We are laser-focused on building a high ROI for every one of our clients”.

From our look into B+C, this isn’t just usual marketing puffery.  Their incredible customer retention rate and rapid growth, both give credence that they can back this statement up.
B+C is spearheaded by Founder and CEO, Gerard Boucher. Gerard created his first website at age 11 and grew it to over 300,000 monthly visitors, from over 180+ countries. He brings the same principles he used to build his own site to every client B+C manages, with an additional 12+ years of knowledge.
We were fortunate enough to speak with B+C’s Business Development Manager Veronica Rao, who was kind enough to give some useful insights on what it really takes to successfully run social media for a small to medium-sized business.

The Advice

Question: What is the most common goal clients approach B+C with?
Veronica started her answer off by telling us:

“Every single client, no matter who they are, goes to a marketing department for what is ultimately sales”

From our experience having worked with a multitude of agencies, this is absolutely true. At the end of the day, marketing is synonymous with sales, and the bottom line is what truly matters to clients. She followed this statement up by explaining that the real goal of brand awareness is conversions. It is always worth noting here that she emphasized how important it is to build brand awareness when launching into new markets.

Question: What can a small to medium-sized business expect to spend on ads per month to run an effective campaign?
This is a relatively generic question and can be somewhat hard to answer. As Veronica explained, it really depends on what industry you are targeting. She gave the example that if you are a luxury brand or are trying to make a foothold in an industry such as beauty, your ad spend is going to have to be significantly higher. These are highly competitive industries and at the end of the day, social media is pay-to-play.
As for hard metrics, Veronica informed us that at an absolute bare minimum, SMB’s should be ready to spend $1,000 per month on social media. As for those targeting the more competitive segments we discussed, the ad spend will have to be at least double this amount.
This is where B+C’s dedication to analytics is so important. If as a business owner you are not consistently monitoring your ads and shaping them based on hard data, as Veronica put it:

“you are probably throwing good money after bad money”.

She went on to say that with space being as competitive as it is, you can’t just throw stuff at a wall and see what sticks anymore.

Question: How many hours per week can a company expect to spend managing social media, and what are the most time-consuming aspects?
Here, Veronica said that SMB’s should expect to spend at least one hour per day just managing their social media. This number didn’t even account for content curation which as we know is incredibly time-consuming.
As explained in the previous question, it is crucially important to dynamically monitor ads, and take the time to understand all the platforms and how your audience responds on each of them. Veronica explained that there simply is no clear cookie cutter answer to social media. Every client, every industry, and even every platform is different. Without accounting for all of this, chances are as a business owner, you are wasting money.

Question: Do you have any tips you would be willing to share with those small to medium sized businesses who are looking to establish or build their online social presence?
As they are a very analytics based company, it was no surprise that Veronica really emphasized the importance of the Facebook Pixel. As she explained, “if you are not using it, that needs to change”. We could not agree more and it’s a precursor to her second piece of advice which is that:

“lookalike audiences are your friend”.

The Conclusion

We would like to thank Veronica for taking the time to speak with us. She was incredibly knowledgeable, and I can honestly say I learned a lot that I know we will input into our own marketing efforts.
You can learn more about Boucher + Co here:

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