Consistent posting, no enquiries
The channels are active and the engagement is fine, but nothing connects the activity to a single piece of new business.
Social media marketing measured by enquiries, not likes
Attention is only worth something if there is a path from it to a conversation.
Grow your brandThe problem
What usually goes wrong
Most social media reporting measures the wrong end of the process. Reach, impressions and follower growth all describe the top of the funnel, and a business can improve every one of them while receiving exactly the same number of enquiries. Meanwhile the parts that actually decide the outcome — how fast someone gets a reply, whether the page they land on answers the question, whether anyone knows which post produced the customer — go unmeasured.
How we think about it
Our approach to social media marketing
This is the service most likely to be misunderstood, so it is worth being direct: we are not a traditional social media agency, and if what you want is a content calendar and a monthly report of impressions, we are not the right choice.
What we are interested in is the whole path — the post, the click, the page it lands on, the form, where that enquiry goes, how fast someone replies, and whether anyone can trace a customer back to the spend that found them. Most of that path is a technology problem rather than a creative one, which is why it sits alongside the automation and website work rather than apart from it.
Automation changes the economics of the creative side too. A single idea can become a genuinely native piece for each channel rather than one asset cross-posted, and drafts, variants and format adaptation can be produced at a volume that used to require a team. That is a real advantage for a smaller business, provided a person still edits everything before it goes out.
The measure we care about is cost per enquiry, and whether that number is going in the right direction. Everything else is diagnostic.
Capabilities
What this covers
What gets delivered. What it is built with is a decision made per project, against what your business already runs and what your team can maintain.
- Channel and content strategy
- Content planning and production
- AI-assisted content development
- Day-to-day channel management
- Paid social campaigns
- Landing pages built for the campaign
- Enquiry capture, routing and response automation
- Conversion tracking and attribution
- Reporting against commercial outcomes
How it works
The way we run this work
- 01
Start at the end of the funnel
Before spending on attention, make sure an enquiry can arrive, be captured, be routed and be answered quickly. Driving traffic into a broken path is the most reliable way to waste a budget.
- 02
Use automation for the volume, people for the judgement
Scheduling, resizing, variant generation, first-draft copy, sorting and routing enquiries — machine work. Positioning, tone and knowing what would embarrass the brand — not machine work.
- 03
Produce for the format, not the archive
A single idea becomes several genuinely native pieces rather than one asset cross-posted five times. That is exactly the kind of production volume that AI makes affordable for a smaller business.
- 04
Report on what the business feels
Enquiries, qualified conversations and cost per enquiry. Reach is diagnostic — useful for understanding a result, useless as the result itself.
Use cases
When businesses come to us about this
Recognisable situations rather than client names. If one of these describes your week, it is worth a conversation.
No time to produce anything
The intent is there; the work never happens because everyone is busy delivering. This is where assisted production changes the economics.
Paid spend with no attribution
Money goes into campaigns and results are judged on impression. Nobody can say which spend produced which customer.
Enquiries that arrive and sit
Messages land across several channels, get seen late, and are answered after the prospect has already spoken to someone else.
Questions
Common questions
How is this different from a normal social media agency?
The starting point. A traditional retainer usually begins with a content calendar. We begin with the path from an enquiry to a reply, because that is what decides whether the content earns anything, and we automate the parts of production and routing that do not need a person.
Do you use AI to write the content?
For drafts, variants and adaptation between formats, yes — and it is reviewed and edited by a person before anything is published. Unreviewed generated content is recognisable, and it costs more credibility than it saves in time.
Which platforms?
Whichever ones your customers actually use, which for many Australian businesses is fewer than they are currently posting to. Being genuinely good on two beats being present on five.
Can you guarantee results?
No, and it would be dishonest to. What we can do is make the results visible — set up the tracking so cost per enquiry is a real number, then work against it. A business that can see which spend produces customers is already ahead of most.
Related
Often part of the same project
Start a project
Talk to us about social media marketing
Tell us what you are trying to solve. A few sentences is enough — we will ask the rest.