What social media marketing includes
Managing social media is more than "posting stuff." Full-scale work has several parts, and you can order each one separately or all together:
- strategy: which platforms, for whom, with what goal and what we talk about;
- content: copy, photos, graphics, short-form video, Stories, live streams;
- community management: comments, messages, responses to reviews and complaints;
- advertising: promoting posts and offers to the right audience;
- influencer partnerships: finding creators your audience trusts and making arrangements with them;
- analytics: what worked, what didn't and what we're changing.
Which platform to choose
You don't have to be everywhere. It's better to run two platforms well than five poorly. We focus on where your customers spend their time and which formats they respond to:
- Instagram: visual products such as apparel, beauty, food, interiors, and services where showing results matters.
- Facebook: local communities, older audiences, events, and the main ad platform alongside Instagram.
- TikTok: short videos with personality, younger audiences, products you can show in action in a few seconds.
- LinkedIn: B2B, hiring, and thought leadership from the company and its leadership.
- YouTube: longer videos and Shorts, such as product demos, how-tos and tutorials for people who already know your brand.
Organic content and ads: why you need both
Without ads, your posts are seen mostly by existing followers, and growing a new audience is slow. Without quality organic content, ads send people to an empty or messy page, and they don't follow or message you.
The combination works well: organic content builds trust and shows which topics resonate, and ads scale what has already proven effective. If you only need ads that drive traffic to your website, without page management, that's possible too, though you lose some of the trust. And for queries where people are actively searching for a product, PPC advertising is more effective.
What a content calendar looks like
A content calendar is a spreadsheet for the upcoming period that shows the date, platform, content pillar, format, copy and visuals for every post. You see it in advance and approve it, so nothing appears on your page without your knowledge.
Content pillars help keep things balanced. For a store, they might be product roundups for a specific occasion, answers to common questions, behind-the-scenes packing or production, customer reviews and promotions. For a service business: common customer mistakes, before-and-after, meet-the-team posts, and explanations of pricing and terms.
We leave room in the calendar for timely posts: company news, reactions to industry events and answers to popular questions from the comments.
Who social media marketing may not be right for
We'll tell you honestly if social media won't be your main channel. For example, an industrial equipment manufacturer with a few dozen customers a year benefits more from direct sales, trade shows and a website with detailed specifications. Companies like this need social pages mostly for credibility, and they can be updated less often.
Social media marketing also won't deliver results if nobody at the company is ready to respond to messages promptly. People who reach out and get no reply often go to competitors and don't come back.
What we need from you
- Access to pages and the ad account, registered in your company's name.
- A point person who approves the content calendar and quickly answers product questions.
- Photos and videos from inside the company: the work process, the team, customers. Without them, content feels generic.
- Communication guidelines: what we can answer on our own and what to pass to a manager.
- A brand identity, or at least a logo and colors, so your pages look consistent.
How we measure results
Follower counts and likes are the least useful metrics: they're easy to inflate and do almost nothing for the business. We focus on what's closer to sales: reach among your target audience, saves and shares, website clicks, direct messages, leads from ads and the cost of each lead.
We don't promise specific audience growth or a number of sales. That depends on your product, competition, budget and how quickly your team handles inquiries. But every report shows what changed and what we're doing next.
Common social media mistakes
- Talking only about yourself. A feed full of promotions and "everything's great here" quickly loses reach.
- Buying followers. A fake audience lowers post reach and skews your ad data.
- Ignoring negative feedback. A deleted or ignored complaint often does more damage than a calm reply.
- Copying one post to every platform. A format that works on one platform looks out of place on another.
- Disappearing and coming back. Irregular posting is worse than infrequent but consistent posting.
What affects the cost
- Number of platforms and posting frequency on each.
- Content formats: graphics based on your photos, original photo shoots, edited video.
- Community management: whether we handle comments and messages, and how much.
- Advertising: the number of campaigns, audiences and creatives to prepare.
- Influencer work, if needed.
Your ad budget is paid separately from our fees, and we report on ad spend transparently.
Frequently asked questions
Can we order just the strategy and manage the pages ourselves? Yes. We'll prepare the strategy, content pillars and templates, and show your team member how to work with them.
Do you shoot photos and videos? We can organize a shoot or work with materials you send us. We agree on the format at the start.
Who responds to messages? That depends on what we agree on. We can handle typical questions, and pass orders and complex inquiries to your managers.
What should we do with negative reviews? Respond calmly and to the point, and move the discussion to private messages. We agree on response scenarios with you in advance.
Why Promodex
Since 2015, Promodex has worked with brands across several areas at once: websites, design, advertising and marketing. For social media, that matters: the designers creating your posts know your brand identity, and the ad specialists see what happens on your website after the click. We don't promise "viral" results, but we explain every decision and show which formats actually bring in customers.
