Social media marketing
Social media marketing in Ann Arbor
Your customers spend time on social platforms every day, but they are not there to be sold to. We help you show up well: paid campaigns that reach the right people, and organic content that gives them a reason to follow, remember you and come back.
Paid and organic social, planned together
Social media does two jobs that are often confused. Organic posting builds familiarity and trust with people who already know you. Paid social reaches new people, targeted by location, interests, job role or similarity to your existing customers, and can send them straight to an offer.
Planning both together makes each one work harder. The posts that start real conversations show which messages deserve ad budget. The ads that convert show what your audience cares about, and that shapes the next month of content.
We choose platforms by where your customers are, not by what is new. For many local consumer businesses, that means Facebook and Instagram. For B2B services, LinkedIn lets you reach people by job title, industry and company size. TikTok suits brands that can keep making short, genuine video.
Working with creators? If influencers or customers post about you as part of a business arrangement, the relationship should be clear to their audience. The FTC’s Disclosures 101 for Social Media Influencers tells creators to disclose any financial, employment, personal or family relationship with a brand. We recommend making that a written requirement in every creator brief.
We measure paid social like any other ad spend: cost per lead or sale, tracked through to your website. Organic social is judged on reach, engagement and the inquiries it starts. If a platform is taking more of your time than it gives back, we will say so.
What's included
Strategy, creative, ads and community
Most businesses need some of these, and few need all of them at once. We start with whatever will make the biggest difference.
- Social strategy: which platforms to use, what each one is for and how often to post, based on where your customers spend time.
- Paid campaigns: Meta (Facebook and Instagram), LinkedIn, TikTok and other platforms where they suit your audience.
- Audiences: targeting by location, interests or job role, plus retargeting and audiences built from your own customer data.
- Creative: ad copy, images and short video concepts made for each platform’s formats, with variations to test.
- Content calendars: a planned mix of posts tied to your seasons, offers and events, so posting never becomes a scramble.
- Community management: replies to comments and messages in your brand voice, with anything sensitive passed straight to you.
- Tracking: platform pixels and tagged links set up so leads and sales from social show up in your own analytics.
- Reporting: what was spent, what it produced and what we learned, with the next round of tests agreed.
How it works
How a social program comes together
We start small and focused, then put more behind whatever works.
Listen and review
We look at your current profiles, your customers and the accounts they already follow, and agree what social media should achieve for you.
Plan
We choose platforms, define audiences and messages, and build a content calendar alongside a test plan for paid campaigns.
Create and launch
We produce the posts and ads, set up tracking, and launch paid campaigns with a few clear variations to compare.
Learn and scale
We read the results, retire what is not working, and put more budget and effort behind the messages and audiences that are.
Is it right for you?
When social media earns its place
Social works best when it has a clear job to do. Here is our honest take.
A strong fit when…
- What you offer is visual, local or easy to explain in a short video.
- You want to reach people before they start searching, not only when they do.
- You can share real material: photos, people, projects or customer stories.
- You have something worth promoting with ads, such as an offer, an event or a useful guide.
Worth waiting if…
- You mainly need leads from people who are already searching. Search ads usually catch that intent more directly.
- No one can answer comments and messages. An unattended profile can do more harm than having no profile at all.
- Your website cannot turn visitors into inquiries yet. Paid social traffic will struggle to convert until it can.
Frequently asked questions
Which social platforms should my business be on?
The ones your customers use, and only as many as you can keep up with. One or two platforms done well beat five done badly. We look at your audience, your type of business and the content you can realistically produce, then recommend where to focus.
How much should we spend on social ads?
Enough to test properly, and no more until something works. We agree a starting budget based on what a lead or sale is worth to you, test a few audiences and creative ideas, then increase spend only behind the combinations that bring results.
Do we need professionally produced video?
Not necessarily. In our view, a clear message in the first few seconds and a format built for the platform matter more than production polish. We help you plan what to film, how to film it and how to get several pieces of content out of each session.
Can you look after our comments and messages?
Yes. We reply in your brand voice within guidelines we agree with you in advance, including what we answer and what we pass to you. Complaints, orders and pricing questions go straight to the right person on your team.
How do you know whether social media is working?
Paid campaigns are measured on cost per lead or sale, tracked through to your website. Organic activity is measured on reach, engagement and the conversations and inquiries it starts. We report followers and likes, but we do not treat them as the goal.
Works well with
Related services
Content Marketing
Articles, guides and landing pages written to answer real customer questions.
Display & Programmatic Advertising
Banner, video and retargeting campaigns that keep your brand in view.
Pay-Per-Click Advertising
Google Ads and Microsoft Ads campaigns built around cost per lead, not clicks.
Make social media pull its weight
Tell us which platforms you use now and what you want from them. We will suggest where to focus and what to stop doing.