Strategy and platform choice
Which platforms, which audiences and which goals, decided from where your buyers are rather than from where everyone else posts.
Discover — be found
Social media marketing that leads somewhere
Posting regularly is not a strategy. We decide which platforms matter for your buyers, what to say there, and how social activity feeds the rest of the system, so that attention on social turns into visits, enquiries and customers rather than likes alone.
Social media marketing is planning, creating and managing a brand's presence on social platforms, through organic content, community management and paid social, to build awareness and move people towards an enquiry or purchase.
Which social media platforms should a business use?
The ones its buyers actually use for the decision you want to influence. LinkedIn suits most business-to-business and professional services; Instagram and Facebook suit many consumer brands; YouTube suits products that need explaining. Doing two platforms well beats being present, and inactive, on five.
What it includes
Six parts of social media work
Content planning
A content calendar built around your buyers' questions, your launches and your proof, so posting is planned rather than improvised.
Content creation
Posts, graphics, short video and captions, with design and video specialists brought in where the content needs them.
Community management
Replying to comments and messages, moderating, and passing real enquiries to sales quickly instead of leaving them in an inbox.
Paid social
Campaigns that extend the reach of what already works organically, run with the same tracking as the rest of your performance marketing.
Reporting on outcomes
Reach in your target audience, visits, enquiries and cost per result, alongside engagement, so you can see what social actually contributes.
How do you measure social media marketing?
By what it contributes to the business: reach among the people you want to reach, visits to the website, enquiries and sales that can be traced back to social, and cost per result for paid campaigns. Likes and followers are useful signals, but they are not the goal.
Organic or paid
Organic or paid social media?
Organic social builds a presence and a relationship over time, but reaches mostly people who already follow you. Paid social reaches new people quickly and precisely, but stops when the budget stops. Most brands use organic to build credibility and paid to extend the reach of what works.
| Organic social | Paid social | |
|---|---|---|
| Who sees it | Mostly existing followers | Audiences you choose to target |
| Cost | Time and content | Media budget plus content |
| Best for | Credibility, community, retention | Reach, launches, retargeting, lead generation |
Questions
Social media marketing: common questions
How often should a business post on social media?
Consistently enough that your audience sees you regularly, and no more often than you can keep up with quality. A realistic plan you sustain for a year beats an ambitious one abandoned after a month. We set the frequency per platform from what your team and budget can maintain.
Do you create the content, or do we?
We create it, with your input on facts, priorities and approvals. Short interviews with your team usually give us more authentic material than a brief, and we bring in design, photography and video specialists where a piece needs them.
Can social media generate business-to-business leads?
Yes, particularly on LinkedIn, when useful content from the company and its people is combined with targeted paid campaigns and landing pages built to convert. Social rarely closes a sale on its own, but it often starts the conversation.
Do you reply to comments and messages for us?
Where community management is part of the engagement, yes, within guidelines we agree with you, and with real enquiries passed to your team quickly. Questions about pricing, complaints and anything sensitive come to you before we reply.
Make social media lead somewhere
We start by reviewing where your buyers are and what your current channels actually produce.