How I work
Social media marketing has incredible potential, especially in consumer engagement. Despite the time that growth can take, a social media campaign opens up the possibility of a double-sided engagement with your audience that most other channels don't offer, since people can respond, share and comment rather than just clicking through.
With social media I find I need to work very closely with my clients and know their business inside and out. That means knowing when certain events are running and how to generate a buzz for them, keeping a continuous stream of content on the horizon rather than scrambling to post something whenever there's a gap in the schedule.
On the paid advertising side of things I am in my element. I have run very successful campaigns on LinkedIn, Facebook and Instagram, and take care of all aspects of the user experience with precision and care, from the ad itself through to the landing page it sends traffic to.
I also treat organic and paid as one system rather than two separate jobs. An organic strategy that grew one account to over 50,000 followers and 90% of a company's leads worked because the content, the platform choice and the funnel were all built together, which is covered in the investor lead generation case study.
Organic Profile Growth
Sharing relevant and engaging content is one of the best ways to grow a following on social media, but the platform matters as much as the content. I have taken an account from nothing to over 50,000 Instagram followers producing 90% of a company's leads, using organic video posted consistently across TikTok and Instagram rather than a large one-off campaign. Read the full case study.
Paid Advertising
Facebook, Instagram and LinkedIn advertising each have really strong customisation features, letting you build campaigns that reach a precisely targeted audience rather than a broad one. Social advertising can be the bread and butter for many businesses, generating a steady stream of leads once an account is set up and tracked properly. I run and optimise campaigns across all three, choosing the platform based on where the audience actually is.
Content Creation
The sort of content that works varies enormously between businesses, but the underlying principle stays the same: the best content is what earns a follow, not what fills a posting schedule. I work closely with clients to understand their business, their events calendar and what their audience actually wants to see, then keep a continuous stream of content moving rather than posting in bursts. AI now handles a meaningful part of that pipeline for me: one build I did turns each published article into posts sized for the platform and schedules them automatically, part of a system that recovers 35 hours a week for a marketing agency. See the AI marketing agents case study.
Tracking Setup
For many businesses, Meta Pixel and the equivalent LinkedIn tracking are complicated tools that get half set up and then ignored. I set these up properly so you can see whether social media efforts are actually paying off, covering the actions that matter to the business rather than easy-to-track proxies like link clicks. Without this, budget and effort both get allocated on guesswork.
Split Testing
Split testing means running genuine alternatives of an ad, a piece of content or an audience against each other and letting the data decide which one wins. I run these continuously on paid campaigns, since what converts best shifts over time as competitors change their own approach and an audience becomes more or less familiar with an offer. The result is a campaign that keeps improving rather than one optimised once and left alone.
Landing Page Creation
A social campaign is only as good as the page it sends traffic to. I build dedicated landing pages around a single offer and a single call to action rather than pointing traffic at a general homepage, which tends to convert better and, on the paid side, earn a stronger ad position for the same spend. This is the same approach I take on PPC campaigns, since a landing page has to match what the ad or post promised.
What is social media marketing?
Social media marketing covers everything from organic profile growth and content creation through to paid advertising across LinkedIn, Facebook, Instagram and YouTube. To grow organically you need to focus on content creation, I work closely with other specialists to generate the best content for my clients, and I tailor the service to your business needs, working side by side with you or your marketing team.
The two halves work differently. Organic builds an audience and a brand that keeps working without ongoing spend, but it takes longer to compound. Paid gets you in front of a precisely targeted audience straight away, for as long as the budget runs. Most accounts I manage use both, with organic building the long-term asset and paid filling in the gap while it grows.
Organic vs paid social: do I need both?
Not always, but they complement each other well where budget allows. Paid social gets a new offer or landing page in front of the right audience immediately, which is useful for testing what resonates before committing to a longer organic content strategy. Organic then compounds: an audience that follows you keeps seeing your content without ongoing spend, and a following built on genuine engagement, rather than an inflated follower count, tends to convert far better than a cold paid audience alone.
If you're also running paid search, I cover that on the PPC page, and social often works best as part of the same tracked, CRM-connected system rather than a channel measured in isolation.
Frequently Asked Questions
How long does social media marketing take to show results?
Paid social can produce leads within days, since you're buying placement rather than waiting to be discovered. Organic growth is slower and depends on the platform: on TikTok and Instagram a content-led account can build real momentum inside a couple of months, while LinkedIn tends to reward consistency over a longer stretch. I'd treat the first month as the period where you learn what actually resonates with your audience, then build on it.
Do you manage organic and paid social, or just one?
Both, and I'd usually recommend running them together where budget allows. Organic builds an audience and a brand that keeps working without ongoing spend, while paid gets you in front of a precisely targeted audience immediately. I set up conversion tracking on the paid side from day one, so budget can move towards what's actually converting rather than what looks like it's converting.
Which platforms do you work with?
LinkedIn, Facebook and Instagram are my main areas of expertise, and I'm building out experience on YouTube as well. Which platform makes sense depends entirely on where your audience actually spends time and what they're on the platform to do: a B2B audience researching a purchase behaves very differently to a consumer audience scrolling for entertainment, and the content strategy has to match.
Can you guarantee follower growth or engagement?
No, and be wary of anyone who does. Platform algorithms, audience behaviour and how well an offer resonates all affect what an account does, and no one controls a platform's distribution. What I can do is show an account moving against its own baseline: follower growth, engagement rate and, where tracking is set up, the leads or sales that content is actually producing.
Do I need a large following before social media marketing works?
No. A smaller, genuinely engaged audience in the right niche outperforms a large disengaged one every time, particularly for lead generation rather than brand awareness. I've built an account from nothing to over 50,000 followers producing the majority of a company's leads, and the follower count was a side effect of consistent, well-targeted content rather than the goal itself.