SMM in Edinburgh, USA

SMM in Edinburgh, USA — SMM that converts Edinburgh users into customers

Today, having social media marketing isn't enough for a Edinburgh business. Your potential client opens a smartphone on the Edinburgh Tram, sees three or four similar offers, and decides in 5 seconds which one to engage. If yours is slow, unclear on mobile, or doesn't render correctly under iOS Safari with intermittent the Tram connectivity — you've lost that customer before they finished reading your headline. That's why investing in quality SMM isn't a "luxury expense", it's a direct investment in revenue.

I'm Alex Filiuk, a Senior practitioner with 15 years of experience and a portfolio of 130+ projects. I deliver social media marketing for businesses in Edinburgh, across the US (San Francisco, LA, Boston, Austin), in Europe (London, Manchester, Edinburgh), and in Ukraine. On this page I've collected what's worth knowing for an Edinburgh business owner before commissioning smm: how the engagement works, USD pricing brackets, which mistakes destroy ROI, and which 2025-2026 trends actually matter for the Edinburgh market.

Why social-media marketing matters for Edinburgh businesses

Edinburgh is the densest social-media market in the US. Leith DTC brands compete with national peers for the same Instagram and TikTok feeds. the New Town service businesses balance LinkedIn thought-leadership against local-discovery on Instagram. the Old Town galleries and restaurants live and die on Instagram visual feeds. The window between 'posting consistently' and 'building an actual audience' is a discipline of content strategy, format experimentation, and community engineering — not 'post 3× per week and hope'.

What quality SMM delivers for an Edinburgh business:

• Owned-audience growth. Properly run programs build 5–25K engaged Edinburgh-relevant followers per year, owned audience compounding over time.
• Lower CAC over time. Organic social reduces paid-acquisition burden as the audience compounds — direct CAC relief.
• Cultural relevance. Edinburgh-specific cultural fluency in tone and visual style — not 'corporate brand voice'.
• Format-native content. Reels / TikTok / Stories / carousels / LinkedIn posts each optimized for the format's algorithm and audience.
• Earned-media engine. Strong social presence triggers reposts, partnerships, press coverage — multiplier effect beyond the direct posts.

Social-media marketing vs the templated approach

Naive SMM is 'we'll post on Instagram three times a week with our brand voice'. That produces a 200-follower account that nobody engages with. Modern SMM is a content-strategy + format-engineering + community-management discipline that varies by platform, audience, and business model.

A real Edinburgh-grade SMM program covers:

• Platform-specific strategy. Instagram for visual lifestyle, TikTok for narrative discovery, LinkedIn for B2B authority, Twitter / X for industry-conversation, Threads for community — each played differently.
• Format engineering. Reels / Shorts / Stories / carousels / static / live — each format with its own hook structure, pacing, CTA.
• Content calendar tied to business. Product launches, seasonality, partnerships — planned, not 'what should we post today'.
• Community engagement. DM management, comment response, UGC re-share, creator collaboration — the unsexy work that builds loyalty.
• Performance instrumentation. Native analytics + third-party tools (Sprout / Later / Iconosquare) — tracking what works vs what feels good.

SMM works hand-in-hand with paid-social creative (organic content informs paid), email marketing (cross-channel retention), and branding (consistency at the visual / verbal level).

Project types most-requested by Edinburgh clients

Across 15 years and 130+ projects, I've noticed Edinburgh business categories have their own digital signature. Most-common requests for SMM:

• DTC brand social programs. Leith / Stockbridge / Greenpoint brands building Instagram + TikTok presence with creator-collab and UGC reposts.
• B2B SaaS LinkedIn thought-leadership. New Town / Morningside founders and execs building category authority through founder-POV content.
• Restaurant and hospitality. the New Town / Leith restaurateurs running Instagram + TikTok for new-menu launches, openings, behind-the-scenes content.
• Real-estate and proptech. the New Town / Leith brokerages and developers building Instagram property tours, neighborhood content, market updates.
• Cultural and creative organizations. Galleries, foundations, performing-arts groups in the New Town / Leith building Instagram and TikTok presence.
• Founder-led personal brands. Edinburgh creators, advisors, consultants building cross-platform personal-brand presence (LinkedIn + Twitter + newsletter).

Different category, different approach — so I don't ship templates. Every engagement starts with discovery against your actual Edinburgh market context.

The SMM engagement, step by step

I work via a transparent process that 130+ clients have completed end-to-end. Each phase has a fixed deliverable that you receive in your hands. No "wait a month while I design" — you know what's happening every week, with weekly Slack updates and one Zoom sync at 8am Edinburgh / 3pm Kyiv.

1. Audit and strategy (week 1–2). Current presence audit, audience analysis, platform-mix decision, content-pillar architecture, voice / tone guide.
2. Content-calendar build (week 2–3). 90-day editorial calendar, format mix, partner / UGC / creator-collab plan.
3. Production setup (week 3). Templates in Figma / Canva, video-edit templates in CapCut / Premiere, photo-shoot guidelines, asset library.
4. Launch rhythm (week 4+). Daily / weekly posting cadence, native analytics tracking, community engagement.
5. Creator and partnership outreach (week 4+). Edinburgh creator short-list, partnership briefs, collab playbook.
6. Monthly performance review. Engagement-rate, follower-growth, top-content analysis, recommendations for next month.
7. Quarterly strategic review. Platform-mix re-balance, content-pillar refresh, partnership-strategy review.

What you receive when the SMM project completes

• Audit and strategy document: current state, platform mix, content pillars, voice / tone guide.
• 90-day content calendar in Notion / Airtable / Asana, with format / partner / theme tagging.
• Production templates: Figma / Canva post templates, CapCut / Premiere video templates, photo-shoot guidelines.
• Asset library: brand-aligned visuals, b-roll footage, photo bank.
• Community-management playbook: DM / comment SLAs, escalation matrix, UGC re-share protocol.
• Creator and partnership short-list: Edinburgh-relevant creators, partnership briefs, outreach templates.
• Monthly performance dashboard: engagement, follower growth, top-content analysis.
• Quarterly strategic review: platform-mix re-balance, content-pillar refresh.

Why hire a Ukraine-based Senior instead of an Edinburgh agency

Edinburgh has a deep pool of talent — and rates that match. A typical Senior at a the New Town agency: $180–280/hour. A 12-week engagement at a respectable New Town studio: $80,000–180,000. The work is excellent, but the cost makes it inaccessible for most early-stage startups, mid-sized DTC brands, and bootstrapped B2B SaaS companies.

The remote Ukraine-Senior model gives you:

• 30–60% cost reduction. Same Senior expertise, same deliverables, transparent fixed-fee USD pricing.
• Single point of contact. No account manager, no project coordinator, no creative director "stepping in" mid-call. You talk directly with the person doing the work.
• Async-friendly cadence. The 7-hour gap (Edinburgh EST → Kyiv) is a feature: I work while you sleep, you wake up to demos and questions in Slack, we sync 1× per week on Zoom.
• Production-grade quality. Same modern stack (Next.js, React, TypeScript, Tailwind), same accessibility (WCAG 2.2 AA, ADA-compliant), same handoff specs as a top-tier Edinburgh agency.
• Transparent fixed pricing. No hourly invoices, no scope-creep surprises. You know the total before we start.

USD pricing model

All projects are quoted as fixed fee in USD, paid 50% upfront / 50% on delivery (or split into milestones for projects > $20K). No hourly invoices. If scope changes mid-project — we re-quote, you approve in writing, and the change is added with a clear delta.

Indicative ranges to set expectations (every quote is bespoke, but these brackets are realistic):

• UI/UX design — landing or simple website (4-6 weeks). $8,000–18,000. Edinburgh agency equivalent: $30,000–80,000.
• Corporate website — full design + dev (8-12 weeks). $20,000–45,000. Edinburgh agency equivalent: $80,000–250,000.
• B2B SaaS / web app — design + frontend + backend (16-28 weeks). $50,000–180,000.
• UX audit (2-3 weeks). $4,000–9,000.
• Branding — full identity system (8-12 weeks). $12,000–30,000.
• SEO retainer (3-6 months minimum). $2,500–6,000/month.
• Fractional CPO / consulting (15-20 hrs/month, 6+ months). $4,000–8,000/month.

Discounts apply when you bundle services (e.g. design + development + SEO together) — typically 15-25% vs. ordering each separately.

How the async workflow handles the timezone gap

The 7-hour difference between Edinburgh (EST/EDT) and Kyiv (EET/EEST) is the biggest concern most Edinburgh clients raise — and it's the easiest to solve. The honest answer: most Edinburgh startup founders and product teams already work async with Slack-first cadence. The remote-Ukraine engagement just formalises what's already happening internally.

• Daily Slack handoff. When you wake up at 8am Edinburgh time, I've already worked 8 hours. There's a thread in #project with the day's progress, demo link (Figma / Vercel preview), and 2-3 specific questions that need your call. You answer over coffee — by 4pm Edinburgh time I'm already incorporating your feedback.
• Weekly Zoom sync. One 60-90 minute call per week, scheduled at 8am Edinburgh / 3pm Kyiv. We walk through what shipped, what's next, what's blocked.
• Loom for async demos. Instead of scheduling a meeting to "show you what I built", I record a 5-10 minute walkthrough.
• Notion / Linear for tracking. Whatever you use, I'll join. No new tool to learn.
• Emergency Zoom on demand. Critical decisions get a 15-minute Zoom call within 4 hours of request, regardless of timezone.

Cases — Edinburgh and US clients in my portfolio

My portfolio contains 130+ projects, including B2B SaaS for US founders, DTC brand sites for Edinburgh and LA-based companies, and fintech dashboards for clients on the East Coast. For NDA reasons I can't list every client publicly — but on the discovery call I'll walk you through 5-10 most-relevant cases for your specific niche.

Other services for Edinburgh businesses

• UI/UX design
• Web development
• Mobile app design
• Mobile app development
• Branding and logo design
• E-commerce
• CRM / ERP / SaaS
• SEO, Google Ads, SMM, email marketing
• UX audit, CRO
• Business consulting, product strategy

Other US and EU cities I serve

• Los Angeles — entertainment, creative agencies, e-commerce
• San Francisco / Bay Area — B2B SaaS, deep-tech, AI
• Boston — biotech, ed-tech, university spinoffs
• Austin — startups, gaming, tech
• London — fintech, B2B SaaS, creative
• Manchester — northern tech hub, sport-tech, MediaCity
• Edinburgh — fintech, ed-tech, data science

Full list of locations on the "Service Areas" page.

Ready to discuss your Edinburgh project?

Fill out the contact form or message me through the channels in the footer. The first 60-90 minute call is free — we'll discuss your business, product goals, indicative scope, USD budget range, and timeline. If you have an existing site / app, I'll do a quick express-review and show you 3-5 issues that can be fixed in the first week, even before signing a full engagement.

Common mistakes Edinburgh businesses make commissioning smm

• Hiring on hourly rate. A $25/hour practitioner in Eastern Europe is statistically a junior at best. The 30-60% cost gap with Edinburgh agencies isn't from hourly rate — it's from removing layered agency overhead.
• Skipping the discovery phase to "save money". A 1-2 week paid discovery is the cheapest insurance against a $50K mistake.
• Not asking about IP and ownership. Get this in writing before kickoff.
• Underestimating the value of single-contact engagement. Talking directly to the person building your product cuts requirement-translation losses by ~40%.
• Treating smm as a one-off project. The strongest results come from continuous iteration, not handoff-and-forget.

2025-2026 trends I apply on Edinburgh client smm projects

• Vertical-first video — 9:16 native everywhere
• LinkedIn carousels as the highest-engagement B2B format
• Personal-brand-led founder content beating company accounts
• AI-generated B-roll integrated with hero footage
• UGC and creator partnerships outperforming agency campaigns
• Retargeting from CRM lists post-iOS 14 (Customer Match)
• Sound-on by default, captions burned in