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Social Media Marketing (SMM)
Your paid social should feed the same funnel as your search — not three disconnected programs.
Most companies run Meta, LinkedIn, and Google through different people, different agencies, different attribution setups, and different creative directions. The result is three programs optimizing against each other instead of building a combined pipeline.
That's the problem I fix.
What the work covers
- Meta Ads — Facebook and Instagram, including B2B retargeting, ecommerce catalogs, and Advantage+ campaigns
- LinkedIn Ads — for B2B, where the targeting premium actually earns its keep. Sponsored content, message ads, conversation ads, document ads.
- Amazon Ads — for D2C brands selling in both owned channels and marketplaces
- Organic social strategy — where it's worth investing, where it isn't, what content actually compounds
- Creative and landing page alignment — paid social traffic converts differently than search, and the landing experience needs to match the intent
- Cross-channel attribution — so your paid social, paid search, and organic all report against the same pipeline
- Influencer and creator partnerships — where relevant to the brand and vertical
Who it's for
- B2B SaaS and fintech running LinkedIn (where targeting premium is worth paying)
- D2C and ecommerce running Meta at scale (prospecting + retargeting + catalog)
- Consumer brands where social IS the channel — lifestyle, wellness, beauty, food and beverage
- Medical practices and group practices reaching new patients
- Agencies that need a senior operator on accounts they can't staff
Not a fit: companies looking for "10 posts a week" content mill work (I don't do that), or organizations with no clear funnel for social traffic to land in.
Experience behind it
20+ years of paid media work across B2B and consumer. At Gr4vy I built $2M+ in pipeline through LinkedIn-led demand gen. At Regenerative Medicine Solutions, social was a core piece of the 10x lead volume lift. I've run paid social across healthcare, legal, fintech, SaaS, ecommerce, and professional services.
Tell me what you're running → — send me your current paid social setup and I'll tell you three places you're leaving pipeline on the table.
Frequently asked questions
What is social media marketing consulting?
Social media marketing consulting covers paid social (Meta, LinkedIn, Amazon Ads) and organic social strategy. The goal is paid social that feeds the same funnel as your search and email — not three disconnected programs optimizing against each other. Most SMM engagements include cross-channel attribution setup as well.
Should my business run LinkedIn Ads?
LinkedIn Ads is worth the targeting premium for B2B companies selling considered products with deal sizes above $10K. For consumer and commodity businesses, LinkedIn's CPMs are too high to make sense. Good fits: B2B SaaS, fintech, professional services, and technology brands with clear buyer titles.
Meta Ads vs. Google Ads — which should I run?
Most businesses should run both, but the split depends on category. Ecommerce and consumer brands often see strong returns on Meta because of visual product discovery and prospecting. B2B tends to see better results from Google and LinkedIn. If you're forced to choose one, pick Google for demand capture, Meta for demand generation.
What's the difference between paid social and organic social?
Paid social is advertising you pay for — reliable, measurable, and scalable. Organic social is the content you post for free — slower, harder to measure, but higher trust with audiences who already follow you. Most B2B organic social is a time sink unless the business has a clear executive voice or community strategy. I tell clients honestly when organic isn't worth it.
Does Amazon Ads belong in a social media program?
Technically Amazon Ads is marketplace advertising, not social. I include it in SMM engagements for D2C brands because the campaign design, creative rotation, and attribution logic are closer to social than to traditional paid search. For brands selling in owned channels plus Amazon, the two need to be coordinated.
How much does social media marketing consulting cost?
Paid social engagements follow the Audit / Project / Fractional / Advisory model. Audits across Meta, LinkedIn, and Amazon Ads typically run $3K–$5K. Ongoing account oversight and strategy work runs $6K–$10K/month depending on platform count and account complexity.