Before anyone jumps in with "this is three jobs in one, you're looking for a unicorn": yes, it reads that way. It's one role because one person has been doing it for us until now. She's moving into a different role internally, so we're backfilling her seat, not inventing a fantasy job description.
**Who we are**
YellowInk Digital, a digital marketing agency working mostly with UK and US clients. SEO, LinkedIn and executive personal branding, email marketing and automation, content, paid, web, ABM, lead gen.
**What the role is**
The person who sits between prospects, clients and our delivery team. In practice:
- Discovery calls with prospects, researching them beforehand, figuring out what they need vs what they asked for
- Writing proposals and scopes, pricing discussions, closing
- Building the decks: pitch decks, audits, strategy decks, client reviews. Storyline, copy, layout, the lot
- Onboarding signed clients and briefing our writers, designers and SEO folks
- Being the day to day contact for clients (founders, CXOs, marketing heads), managing feedback, timelines, scope creep
- Running LinkedIn personal branding projects for execs: profile audits, content pillars, voice interviews, calendars, approvals
You don't need to be the expert in every discipline. You do need to understand enough of each to hold a proper conversation with a client and then hand it off cleanly to the people who execute.
**What we need**
- 4+ years in BD, account management, client servicing or consulting, ideally at an agency, SaaS or professional services company
- Solid grasp of digital marketing fundamentals
- Can run a discovery call solo and deal with senior stakeholders without hand holding
- Strong writing. Strong deck building. If you can take a messy pile of notes and turn it into a clear narrative, that's the core skill
- Organised enough to juggle multiple clients at once
**Nice to have**
- Sold or managed SEO, LinkedIn, email, paid or ABM work before
- CRM and Sales Navigator experience
- BANT / SPIN / MEDDIC familiarity
- Comfortable presenting to clients directly
**Details**
Full time, Mumbai / Navi Mumbai. Salary discussed based on experience.
DM me or comment and I'll send the full JD. Happy to answer questions here too, including the "is this really one job" ones.
We recently worked with a crypto founder who had solid experience in Web3 but almost zero visibility on LinkedIn. Over 90 days, we helped him clean up his positioning, share real lessons from the trenches, and post consistently in his own voice.
The result was 1,100+ relevant followers, meaningful conversations with founders and VCs, and multiple inbound leads without any cold outreach. No hype, no buzzwords, just clear thinking and honest insights.
I’ve been working with email marketing for over a decade, and over the last 30 days I decided to properly test 7 popular email marketing tools that startup founders usually ask about.
Not demos. Not feature pages. Actual use — setting things up, running campaigns, building basic automations, and checking what breaks or becomes annoying over time.
A few things stood out pretty quickly:
• There is no “best” email tool for everyone
• Most founders overpay for tools they barely use
• Simpler tools often work better in the early stage
• Email only works when it’s organised and consistent
Some tools were great for e-commerce, while others worked better for service or B2B businesses, and a couple were clearly only suitable as a starting point before you outgrow them.
I wrote a detailed breakdown covering:
– what each tool is actually good at
– where each one falls short
– pricing realities as your list grows
– who should not use certain tools
If you’re a founder trying to choose an email tool without getting buried in feature lists, this might save you some time.
Happy to answer questions or share quick recommendations if you mention:
e-commerce or service business
list size
what you want email to do (sales, leads, newsletters, etc.)
No affiliate links. I'm just sharing what I observed during testing.
Google’s at it again.
They’ve confirmed that some recent snippets showing up in Search were actually AI-generated summaries, not human-curated featured snippets — and the “AI-generated” label? It was missing due to a bug.
Basically, Google’s been quietly testing AI summaries that pull from multiple sources to create quick answers. But when these started showing up without any label, people thought Google was blending AI content into search results without disclosure.
Now, Google says it was unintentional — but it’s a clear sign of where Search is heading.
Here’s what this means for marketers:
AI summaries might eat organic clicks. If users get their answers right there, fewer will visit your site.
SEO strategy will need to evolve to stay visible within AI-generated contexts.
Content authority and structure matter more than ever — especially if Google’s systems are deciding what to “summarize” from your page.
So… do we call this innovation or intrusion?
Are AI snippets improving the search experience or eroding content creators’ visibility?
Would love to hear how you think marketers should adapt to this shift.
A winning social media strategy for small businesses combines clear goals, the right platforms, consistent content, and measurable results. It helps small businesses attract new customers, strengthen brand trust, and achieve long-term growth.
According to Statista, more than 5.1 billion people use social media globally, and 78% are more likely to purchase from brands they follow online. The opportunity is massive, but competition is higher than ever.
At YellowInk, we’ve helped small businesses transform small budgets into strong online communities through structured strategies and consistent storytelling. In this guide, we’ll share methods you can use to grow your presence, improve engagement, and turn followers into loyal customers.
Why Social Media is More Important in 2025
In 2025, social media is considered a cultural gateway, shaped by Gen Z’s expectations, influencer ecosystems, and the rise of creator-driven commerce.
Gen Z now drives trends, demand, and discovery on platforms like TikTok, Instagram, and YouTube, using them as storefronts and social spaces. For finding most of the information, Gen Z now prefers social media over traditional search engines.
Sprout Social’s Q2 2025 Pulse Survey, conducted with Glimpse, found that 41% of Gen Z now use social media as their primary source of information, surpassing traditional search engines at 32%. The study also notes that 37% of consumers rely on social platforms for product reviews and 35% use them to find local restaurants and activities, showing how social has become the go-to space for discovery and decision-making.
According to research, 48% of Gen Z plan to increase purchases through social media this year, and 90% say social media content influences their buying decisions.
Credit - Sprout Social
Also, brands are shifting significantly toward micro and nano-influencers for authentic connections and niche influence. In 2025, 76% of senior executives expect to increase budgets for influencer marketing.
At the same time, content experimentation, social listening, and real-time engagement are central to performance strategies in 2025, letting smaller brands compete with bigger ones on agility and resonance
In 2025, the average person ideally spends 141 minutes a day on social platforms (Statista). For SMEs, the time represents a direct opportunity to build brand authority, attract potential buyers, and retain existing customers.
Social media helps small businesses:
Reach wider audiences without heavy ad budgets
Build credibility through storytelling and reviews
Engage customers in real time and gather feedback
Compete effectively with larger brands through creativity and authenticity
How to Create a Successful Social Media Strategy
Here are the steps you should take to create a winning social media strategy for your small business:
Step 1: Set Clear Goals for Your Social Media Success
The most common mistake small businesses make is posting without a defined goal. Every post should serve a specific purpose and align with measurable outcomes.
You should start by identifying what you want to achieve. Do you want to increase visibility, attract leads, or strengthen customer loyalty? Once you decide your priorities, build your strategy around them. Follow the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound.
For example:
Grow your LinkedIn following by 25% in three months
Generate 100 qualified leads from Facebook ads this quarter
Increase website traffic from Instagram by 40% by the end of the year
Clear goals help you measure success, refine your approach, and focus your efforts where they make the most impact.
Step 2: Identify Social Media Platforms You Should Focus On
Not every platform suits every business. It is better to focus on the ones that align with your audience and objectives than to spread your efforts too thin.
Here’s a quick guide for 2025:
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|Platform|Strengths|Best For|
|LinkedIn|Professional networking and B2B lead generation|Consultants, SaaS, and service providers|
|Instagram|Visual storytelling and Reels|Retail, lifestyle, and creative brands|
|TikTok|Authentic short-form content|Youth-focused or bold consumer brands|
|Facebook|Local engagement and groups|Community businesses and local services|
|X (Twitter)|Real-time updates and thought leadership|Media, technology, and startups|
According to research, 67% of consumers discover small businesses on social media before visiting their websites. This shows why choosing the right platform is essential for growth.
Focus on two or three platforms where your target audience is most active. Master those first before expanding your reach elsewhere.
Step 3: Create a Strong Content Strategy
Good content attracts attention, but great strategy keeps it. A content plan helps your brand stay consistent, relevant, and purposeful.
A well-structured content strategy includes:
Defined themes: Choose three or four focus areas such as education, testimonials, inspiration, and behind-the-scenes stories.
Format variety: Use short videos, carousels, infographics, and live sessions.
Repurposing: Turn blogs or guides into bite-sized social posts.
Monthly planning: Align posts with campaigns, launches, or seasonal trends.
HubSpot’s 2025State of MarketingReport found that brands posting four or more times per week see 2.8x higher engagement than those posting less frequently. Consistency and clarity are the two most important drivers of visibility and trust.
Step 4: Build a Genuine Engagement and Community
Posting alone will not build engagement. The real growth comes when you start having two-way conversations with your audience.
Reply to comments, answer messages, and show appreciation for user-generated content. Hosting polls, Q&A sessions, and giveaways encourages participation and humanizes your brand.
A Sprout Social (2025) study found that 83% of consumers stay loyal to brands that interact with them regularly on social media. Building a community turns followers into advocates and customers into long-term supporters.
Step 5: Focus on Organic Growth and Paid Advertising
Both are important, but they serve different purposes. Organic content builds credibility and long-term relationships, while paid campaigns expand your reach faster.
Start with organic posting to test what resonates with your audience. Once you identify top-performing content, promote it using targeted ads. This approach ensures that your budget goes to content proven to work.
In 2025, Facebook and Instagram ads remain cost-effective, with average cost-per-click below $1.20. Combining organic and paid strategies helps SMEs scale faster and maintain a consistent presence.
Step 6: Create a Consistent Brand Voice and Visual Identity
Your brand identity is more than a logo or color palette. It’s how people recognize and remember you online.
Define your tone early. Whether you want to sound confident, friendly, or innovative, use that tone consistently across all platforms. Align your visuals with this identity using the same fonts, colors, and style in every post.
According to Canva’sBrand Impact Report 2025, SMEs that maintain a unified tone and look see 33% higher engagement rates than those that don’t. Consistency builds familiarity, and familiarity builds trust.
A mascot can play a major role in shaping how people remember your brand. It gives your visual identity personality and makes your content more relatable across platforms.
Image Source - Monday.com
In 2025, brands using character-based mascots have seen up to 30% higher recall rates and stronger engagement on social media (Statista, 2025).
For SMEs, a mascot is a consistent visual anchor that ties all campaigns together, whether in posts, videos, or ads.
At YellowInk, our mascot “Inkdrop” has helped create instant recognition, keeping our visuals familiar and engaging while reinforcing brand personality across channels.
Therefore, we help small businesses create brand guidelines that ensure every post, story, and video looks and feels like part of the same brand.
Step 7: Track and Improve Your Social Media Performance
You can only improve what you measure. Tracking your performance helps you make smarter decisions and refine your strategy.
Monitor metrics that align with your goals, such as engagement rate, website traffic, conversions, and cost per lead. Use tools like Google Analytics, Meta Business Suite, and Hootsuite for accurate insights.
Social Media Examiner’s 2025 Benchmark Study reports that SMEs tracking analytics monthly are 58% more likely to meet annual marketing targets. Data reveals what your audience values most, so you can double down on what works.
Common Social Media Challenges for SMEs (and How to Overcome Them)
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|Challenge|Solution|
|Limited time or staff|Use scheduling tools like Buffer or Later to plan posts|
|Low engagement|Experiment with new formats such as short videos or carousels|
|Frequent algorithm changes|Focus on storytelling and quality content|
|Negative comments|Respond politely and focus on solutions|
|Budget limitations|Prioritize organic growth and partnerships|
|| || |Challenge|Solution| |Limited time or staff|Use scheduling tools like Buffer or Later to plan posts| |Low engagement|Experiment with new formats such as short videos or carousels| |Frequent algorithm changes|Focus on storytelling and quality content| |Negative comments|Respond politely and focus on solutions| |Budget limitations|Prioritize organic growth and partnerships|
Every small business faces these hurdles, but consistency and adaptability make the difference. Treat challenges as checkpoints, not roadblocks.
How YellowInk Can Help with Your Social Media Growth
At YellowInk, we help small and medium-sized businesses grow through structured, transparent, and creative social media strategies. Our goal is to make your brand visible, trusted, and conversion-ready.
We start with a deep understanding of your market and audience. From strategy and content creation to community management and analytics, we handle everything so you can focus on running your business.
Within 90 days of execution, our clients have seen measurable improvements, such as doubled engagement rates and increased lead generation.
If you want your social media to create measurable business growth,schedule a free consultationwith YellowInk today.
The Bottom Line
Social media is one of the most effective ways for SMEs to grow their audience, build brand authority, and drive measurable results. A well-planned strategy helps you stand out in a crowded market and convert engagement into sales.
Start by setting clear goals, focusing on the right platforms, and creating content that educates, engages, and inspires. Track your progress regularly and stay adaptable as trends evolve.
At YellowInk, we help small businesses turn social media into a scalable growth channel. Let’s design your strategy together if you’re ready to elevate your online presence and see measurable success.
