Social Media Marketing

What we do

Strategy and channel selection

Deciding which platforms deserve effort based on where your customers actually are, not on which platform is being discussed. Most businesses are better off doing two channels properly than five badly.

Content production

The posts, graphics, short video and copy that make up the feed — built around a small number of repeatable formats so output is sustainable rather than dependent on constant inspiration.

Scheduling and community management

Consistent publishing, and responding to the comments and messages that arrive. The response half matters more than most businesses assume: an unanswered question on a public post is visible to everyone considering you.

Paid amplification

Putting budget behind the content that's already working, and running campaigns aimed at specific outcomes — leads, launches, events — rather than boosting posts at random.

Reporting

What social contributed: traffic, enquiries and pipeline, alongside the engagement metrics that indicate whether the content itself is landing.

Organic and paid do different jobs

These are frequently confused, and the confusion produces disappointment on both sides.

Organic social is credibility infrastructure. Most of its value is invisible in analytics: a prospect who received your proposal looks up your profile, sees an active, professional presence, and feels more confident. An abandoned feed with three posts from two years ago has the opposite effect. Organic reach for business pages is genuinely limited on most platforms, so expecting it to be a primary acquisition channel is usually a mistake — but its absence costs you deals you'll never hear about.

Paid social is a demand-generation channel with real reach and real targeting, and it should be judged like any other paid channel: on cost per qualified lead and per customer. It rewards creative quality more than almost anything else — the same budget behind better content can perform several times better, which is why production and media buying shouldn't be separated.

The productive relationship between them is that organic is where you learn what resonates cheaply, and paid is where you scale what already worked.

What's actually worth measuring

Follower count is the metric most often reported and the least connected to revenue. Followers can be bought, inherited or accumulated from audiences who will never purchase; a business with 2,000 relevant followers routinely outperforms one with 50,000 irrelevant ones.

More useful indicators fall into two groups. For content quality: saves and shares (someone found it valuable enough to keep or pass on), comments that are real questions rather than emoji, and profile visits following a post. For business impact: traffic to your site from social, enquiries attributed to social, and pipeline created. The first group tells you whether the content is working; the second tells you whether it matters. Reporting only the first is how social media marketing gets a reputation for being unaccountable — and reporting only the second misses the leading indicators that let you improve.

Who we work with

• Businesses that look absent online when prospects check them out
• Companies with something visual to show — property, product, projects, work
• Teams with no capacity to publish consistently in-house
• Businesses running paid social without content strong enough to justify the spend

Why choose Baxance

• Content production and media buying from the same team
• Repeatable formats so output stays consistent
• Reporting on traffic, enquiries and pipeline — not follower counts
• Honest channel advice, including which platforms to skip
• Works alongside digital marketing and design and branding
• You own the accounts and the content

Building a content engine you can sustain

Most social accounts fail from exhaustion rather than strategy. A business starts enthusiastically, posts daily for a month, runs out of ideas, and goes quiet — leaving a feed whose most recent post is six months old, which is worse than a modest but current presence.

The fix is to design for sustainability from the start. Pick a small number of repeatable formats — a project or property showcase, a behind-the-scenes look, a common customer question answered, a result or milestone, a team introduction — so producing a post is filling a known shape rather than inventing something new. Batch production, capturing several pieces in one session instead of scrambling daily. And set a cadence you can hold indefinitely: two good posts a week sustained for a year beats daily posting that collapses in March.

This also makes delegation possible. A defined format with clear rules can be produced by someone other than the person who invented it, which is what turns social from a founder's side task into an actual function.

Handling reviews and public complaints

Social is also where dissatisfied customers arrive publicly, and how you respond is read by everyone considering you. The instinct to delete or ignore is almost always wrong — visible deletion escalates, and silence looks like indifference.

What works is dull and reliable: respond quickly, acknowledge the specific issue rather than posting a generic apology, move the detail to a private channel, and return publicly to confirm it was resolved. Handled that way, a complaint frequently ends up demonstrating your service better than a testimonial would, because prospects can see what happens when something goes wrong. We manage this as part of community management, with escalation rules agreed with you in advance so nobody improvises under pressure. The same applies to review platforms, where a steady pattern of prompt, specific replies does more for how a business is perceived than any amount of promotional posting.

How engagements work

We start by reviewing your current presence, your audience and your competitors, then agree the channels, the content formats and a realistic publishing cadence — one that will still be running in six months. We produce and schedule content, manage responses, and put paid budget behind what performs.

Reporting is monthly, covering both content performance and business contribution. Explore the wider IT and marketing services or book a free consultation.

Frequently asked questions

Which platforms should we be on?

Whichever ones your customers use — and usually fewer than you'd expect. Two channels done properly beats five done badly, and we'll recommend skipping platforms that don't fit your audience.

Do you create the content or just schedule it?

We produce it — copy, graphics and short video — as well as scheduling, publishing and managing responses.

How is organic different from paid social?

Organic builds credibility and is what prospects check before buying; its reach is limited. Paid is a demand-generation channel judged on cost per lead. Organic is where you learn what resonates; paid is where you scale it.

Do you report on followers?

We report followers as context, but focus on saves, shares, real comments, traffic, enquiries and pipeline — the indicators that connect to revenue.

How long before we see results?

Paid social can produce leads within weeks. Organic presence compounds over months — it's credibility infrastructure rather than a short-term acquisition channel.