One of the most persistent conversations in marketing is whether a business should focus on organic or paid marketing. I have never found the debate particularly useful because organic and paid marketing are not competing strategies. They do different jobs, and most growing businesses eventually need both.

Posting on social media is not the same thing as marketing on social media. Your agency can fill a calendar, make a pretty graphic, use trending audio, add hashtags, and send you a report full of likes and impressions. None of that automatically means your business is becoming more recognizable, more trusted, or more likely to be chosen. Social media should be helping build your brand and your business. If your agency cannot explain how the work connects to those two thin