This case study showcases how we helped a multi-business entrepreneur and author develop a personal brand and grow her online presence during the challenges of 2020.

PROBLEM:

This client, an entrepreneur with a passion for creating businesses and writing books, recognized the power of social media to connect with her audience. However, she was struggling to develop a cohesive personal brand that reflected her multifaceted career and resonated with her diverse followers. As a businesswoman, this client understood the need to leverage social media but needed a strategy that would allow her to grow her presence across platforms, engage their audience, and maintain consistency.

In addition to this challenge, the global pandemic hit in early 2020, creating uncertainty. This client needed to pivot quickly and effectively, adjusting her approach to continue connecting with her audience while staying true to her personal brand. With so many people facing hardships and increased time spent on social media, this client wanted to use her platform to be a source of support and encouragement while preparing to launch new offerings, including a webinar series and mentorship program.

METHOD:

We worked together to create a strategy that not only built her brand but also adapted to the unpredictable changes brought on by the pandemic. We focused on:

1. Branding Development
   The first step was to establish a strong brand identity. We worked on developing her logo, colors, and fonts to create a cohesive and recognizable visual presence. This laid the foundation for her personal brand to shine across all platforms.
2. Social Media Strategy
   Using “The Magnolia Method,” we built a strategy that focused on consistent engagement and authentic connection with her audience. Our main objectives included:
   • Developing content pillars that reflected her expertise and passions, including entrepreneurship, social justice, and personal growth
   • Implementing a content calendar to ensure consistency across Instagram, Facebook, LinkedIn, and YouTube
   • Creating a mix of content types, including lives, static posts, and video content
3. Adapting to 2020
   When the pandemic hit, we knew we had to adjust. This client wanted to emphasize the importance of maintaining connections during times of physical distancing, so we shifted focus to regular Instagram Lives. She hosted weekly lives with various experts, addressing topics such as social injustice, business challenges, and personal well-being—issues that were particularly relevant during a time of global uncertainty. These IG Lives created meaningful conversations, and the real-time interaction helped increase her reach. As the pandemic continued, we noticed that people were still engaging, but it was time to reassess. We decided to diversify the strategy to keep the content sustainable and relevant for her audience. She was gearing up to release a webinar series and a mentorship program, so we integrated these offerings into the content plan while maintaining the pillars of social justice, personal growth, and business. Paid ads were also added to the mix to amplify the reach of these offerings.

RESULTS:

Despite the challenges of 2020, we saw remarkable growth for this client’s social media presence:

• 125.1% increase in Instagram followers
• 2,700% increase in YouTube subscribers
• 307.7% increase in YouTube video views

These results are a testament to the power of adapting a social media strategy to align with both personal values and the changing needs of an audience. By staying true to this client’s mission and values, we not only weathered the storm of 2020 but also set her up for continued success in the years to come.