Social media that builds an audience and reaches buyers
What we do
Planning, creating and scheduling content suited to each platform, in your brand's voice, on a cadence you can sustain.
Graphics, short-form video, carousels and written posts, designed for how each platform actually works.
Responding to comments and messages, and joining relevant conversations, so your presence feels active rather than automated.
Campaign strategy, audience targeting, creative, testing and optimisation across the platforms where your customers are.
Reaching people who already visited your site, consistently the cheapest conversion available to most businesses.
Tying activity to outcomes: traffic, enquiries and sales, with cost per qualified lead rather than impressions.
Choosing the right platforms
Being on every platform badly is worse than being on two properly. What suits you depends on who you sell to.
LinkedIn for B2B, professional services and recruitment. Higher cost per click, considerably better quality for business buying decisions, and founder profiles typically outperform company pages.
Facebook for local businesses, community and a broad consumer audience, and still the most capable platform for detailed ad targeting and retargeting.
Instagram for anything visual: design work, products, food, property, hospitality and lifestyle. Essential if what you sell looks good.
X for technology, developer audiences and real-time industry conversation.
TikTok for younger consumer audiences and businesses genuinely able to make short-form video regularly. Not a fit for most B2B.
YouTube for demonstrations and long-form explanation, with the longest-lasting content of any platform. We will recommend two or three to do properly rather than six to do thinly.
The honest mix, the limits, and the real cost
What organic and paid each do, when to wait, and what you will actually spend.
Organic and paid, and being honest about both
Organic social is slow and compounds. Reach for business pages has declined substantially across most platforms, so organic is now about depth with the audience you have rather than reaching new people at scale. It builds trust, supports your brand, and reassures prospects that you are active and real. It is rarely a fast lead source, and anyone promising otherwise is selling you follower growth rather than customers.
Paid social is fast and stops when you stop. It reaches precisely who you choose, produces data within days, and scales with budget. It is rented attention rather than owned, so treat it as a channel you operate rather than an asset you build.
Most businesses need a sensible mix. Organic makes the ads more credible, since people who click do check your profile. Paid accelerates what organic builds slowly. We will tell you honestly which deserves more of your budget given your goals and timeline.
When social media is not your priority
If your website does not convert, paid social will send traffic to a page that does not persuade, and you will conclude ads do not work when the problem was the destination. Fix that first.
If your buyers are not on social in a buying frame of mind, which is true in some specialist B2B and trade categories, search and outbound will serve you better.
And if you cannot sustain a cadence, either through us or internally, an abandoned profile is worse than no profile. We would rather agree a modest schedule you can hold than an ambitious one that stops after six weeks.
What social media costs, honestly
Industry ranges, and note that management fees and ad spend are two separate things. Management is typically priced monthly by platform count and posting frequency, commonly in the high hundreds to low thousands per month for a small to medium business. Paid campaign management is either a monthly fee or a percentage of ad spend. Ad budget is paid directly to the platforms, not to us, and it is entirely yours to set. As a practical floor, meaningful testing generally needs a few hundred per month minimum per platform, below which you cannot gather enough data to learn anything. Retargeting works on smaller budgets than cold acquisition, which is why we usually start there.
How we work
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01
Agree platforms and mixYour business, audience and goals, then the balance of organic and paid.
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02
Plan and produce contentA content plan and the content to fill it.
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03
Structure and test campaignsAudiences, creative variations and proper testing rather than one ad and hope.
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04
Monitor and optimiseContinuously, against outcomes.
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05
Report monthlyIn terms you actually care about.
Tracking, done properly
Most social advertising underperforms because measurement was never set up correctly. We install and verify conversion tracking, configure the platform pixels properly, respect consent requirements under GDPR, and set up analytics so you can see which campaigns produce enquiries rather than only which produce clicks. Without this you are optimising toward the wrong number, and it is remarkable how often we find campaigns that have run for months with no working conversion tracking at all.
Ways to work with us
Ongoing content planning, creation, scheduling and engagement.
Strategy, setup, creative and ongoing optimisation.
A focused project installing tracking properly and building retargeting campaigns. Often the highest-return starting point.
We create the content, your team publishes it.
A fixed-price review of your current presence and campaigns with a practical plan, if you would rather execute in-house.
Why Raydiant Webs for social media
We build the websites and the tracking, so campaigns point at pages that convert and measurement actually works, rather than us blaming your site while you blame our ads. We also design, so creative is produced properly rather than assembled from templates. And we judge our work by enquiries and cost per qualified lead, not by vanity metrics. If a campaign is not producing, we will tell you and change it rather than presenting a report full of impressions.
Social media FAQ
The ones where your customers actually are, usually two or three done properly. We will recommend based on your audience rather than putting you everywhere.
It depends on your timeline and goals. Organic builds slowly and compounds. Paid delivers quickly and stops when you stop. Most businesses benefit from a mix, weighted according to how soon they need results.
That is your decision, and it is paid to the platform rather than to us. Realistically, meaningful testing needs a few hundred per month per platform as a floor. We will tell you if your budget is too small to learn anything useful.
Yes. We plan and produce content suited to each platform in your brand's voice, including graphics and short-form video.
By outcomes: traffic, enquiries, sales, and cost per qualified lead. Reach and engagement are context rather than the goal.
You will have data within days and a reasonable read on what is working within a few weeks. Expect an initial testing period before performance settles. Anyone claiming immediate optimised results is skipping the testing.
We tell you, explain why, and change it. Sometimes the honest answer is that the offer or the landing page is the problem rather than the ads, and we would rather say that than keep spending your budget.
Talk about social media
Tell us your goals and we will recommend where to focus.
- Campaigns pointed at pages that convert
- Conversion tracking set up and verified
- Judged by enquiries, not vanity metrics
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Want your social media to actually do something?
Tell us your goals and we will recommend where to focus.