Client Summary
Angela Pointon is a fractional CMO & Revenue Strategy service provider with over 25 years of marketing experience. Her goal is to provide entrepreneurs and visionaries with a sense of marketing zen– deploying sharp processes and instilling sage guidance that help turn goals into realities. In 2024, Angela successfully exited the marketing agency that she founded to focus the next phase of her career on fractional chief marketing officer services.
Services
Social Media management
Deliverables
Social Media Copy
Social media graphics Graphics
Graphic Templates
30 days
Time to Value
365 days
Total project time
The Challenge
As a busy business leader, Angela had little time to manage her own LinkedIn, let alone that of her agency. She felt that many social media providers found it difficult to nail the voice and tone separation between her personal account and her agency’s account. Her goals centered LinkedIn: she wanted to see follower growth, regular cadence, and increased engagement that would cross-functionally grow her network and her agency’s follower count.
A cadence for 5-7 posts a week was outlined for Angela’s personal LinkedIn page, and was split between:
Agency’s content
Relevant news articles
Personal life (vacations, opinions, pets, etc.)
Events
Relevant social media holidays
Thought leadership (original content written solely for LinkedIn)
A cadence of between 15-20 posts was maintained across the company LinkedIn and Facebook pages, split between:
Blog posts
Gated content
Events
Holidays
Team posts
Thought leadership
Fluff content– motivational quotes, etc.
Posts included designs matching existing brand standards and guidelines, visual templates created for consistency and efficiency, and researched and vetted hashtags. In addition to deliverables, client received ongoing strategy advice, metrics reporting, and collaboration in community management and growth.
The Solution
The Work
Project steps were as follows:
A discovery meeting was held to refine brand standards, understand company operations and goals for the future.
An understanding of agency brand voice was gained through document review
Competitors’ social media channels were thoroughly researched
Existing social processes were adapted to add efficiency and shorten time to value
Social strategy was shifted to accommodate new goals
Angela’s brand voice was established through multiple meetings and interviews
Monthly meetings with were held, which were used for:
Ongoing support and targeting issues / outlining a process for repeatable social success
Metrics reporting
Brainstorming
Social planning
When Angela exited her agency and rebranded her personal services, agility was key. Steps for integrating the new brand on social included:
Series of deep dive meetings to discover new service offerings, brand standards, goals, and operations
Competitor research (solopreneurs, fractional leadership, marketing and revenue service providers)
Studying new brand and creating new designed social media templates incorporating new colors, logos, fonts, and other standards
Outlining a content plan that solely focused on Angela’s next entrepreneurial venture
Setting new goals and defining new KPIs that better reflected Angela’s ongoing goals
Sitting in on content meetings with videographers / photographers to holistically integrate social media management into the overall content creation process
The strategy
Each month, between 25 and 35 posts were created and published across platforms. Of those, roughly 5-7 were designated for Angela’s profile only, and through refining her brand voice, were able to seamlessly blend in with content she posted herself. Many posts were tailored to start discussions in comment threads and promote sharing, an effort that was later reflected in increased engagement.
Industry news and thought leadership were a pillar of the social strategy in this project. News was combed monthly for articles relevant to Angela’s brand– including marketing research and insights, feminist news, gender disparities in the workplace, local business news, and similar topics. Captions were written in Angela’s voice providing thoughtful commentary. This helped position Angela as a thought leader on LinkedIn. Additionally, thought leadership content ideas were presented to Angela by Jordyn, who then turned Angela’s insights into various posts that contributed to her position as a thought leader.
At the outset of this project, Angela and Jordyn worked together to refine her brand voice and create authentic content that felt like “her,” allowing her personal page to thrive as a standalone asset while still cross-promoting her agency’s page. This would prove to be effective after her exit, allowing her to maintain an effective social presence and see social success without playing off of a company page.
The results
Angela retained services for over 2.5 years, and continues utilizing Jordyn as her social media manager to date
Consistent follower increase reaching ~150+ on personal page, 700+ on agency page
Across all platforms, in Y1 alone:
Engagement rate increased over 2,000%
Clicks increased 538%
Shares increased 108,000%
Web sessions increased 120.9%
Across all platforms, in Y2 and Y3, numbers continue an upward trajectory.
Consistent cadence maintained on Angela’s personal page
Immediate engagement bounce-back after client social media break:
Posts were paused through Angela’s exit. Despite the engagement plummet, the first post to go live after exit earned an engagement rate of 2.75%, which falls within the industry ideal.
After agency exit, a new social plan was established and prepared within 30 days, ready to launch immediately upon announcement.
““Jordyn just gets me. She is an excellent listener and has a knack for translating my random thoughts into beautiful posts that are so much better than I could do on my own. And they perform extremely well to boot! I highly recommend Jordyn to anyone looking to enhance or improve their social media presence.””