At a Glance

Industry: Yoga + Health & Wellness
The Challenge: Strong offerings without a cohesive digital strategy connecting social media, email + paid advertising
My Role: Digital Marketing + Content Strategy
The Project: Develop + execute an integrated strategy across organic social, email marketing + paid advertising
The Goal: Increase online visibility, grow an engaged community + turn more of that attention into sales and class registrations
The Result: 380% ROI on Google Ads, $0.51 average Meta Ads CPC + a more cohesive digital presence

When You’re Marketing Everywhere But Nothing Is Really Working Together

One of the tricky things about digital marketing is that there are at least a dozen places you could be showing up at any given time — Instagram, Facebook, TikTok, Pinterest, Google, Email, LinkedIn…the list goes one. And, of course, there’s always someone on the internet ready to tell you that the platform you’re not using is actually the one thing standing between you and explosive business growth.

This yoga company was already showing up online and had plenty of good things to offer, including yoga classes, trainings + workshops, and wellness products. But they were operating in a crowded health and wellness space, and their marketing wasn’t creating the visibility or conversions they wanted.

Their social media needed more direction, their email marketing wasn’t performing the way they hoped, and they needed a better way to reach people who were actively looking for the types of classes, products, and experiences they offered. The problem wasn’t necessarily that they needed to market more. They needed the different pieces of their marketing to work together more intentionally.

So instead of treating social media, email, content, and paid advertising as completely separate initiatives, we built a larger digital marketing strategy around how each channel could support the same goals.

Building a Digital Marketing Strategy Around the Business Goals

Before deciding what needed to be posted or where we should spend advertising dollars, we needed to be clear about what the marketing was actually supposed to accomplish.

Ultimately, we were trying to do three things: increase the brand’s visibility, build and nurture an engaged community, and create clearer pathways from discovering the brand to purchasing a product or signing up for one of their many offerings.

That meant different marketing channels needed to do different jobs. Organic social could introduce people to the brand, educate them, and keep the company visible. Paid advertising could help us reach people outside the existing audience and capture search intent. Email could continue nurturing the relationship once someone entered the brand’s world.

Rather than expecting one channel to do everything, we could start thinking about how someone might move between them.

Creating a More Intentional Social Media Presence

We developed a social media strategy around the company’s mission, values, audience, and larger business goals, and then turned that strategy into the actual day-to-day content. That included creating and managing content across Instagram, Facebook, TikTok, and Pinterest, with a mix of educational, inspirational, community-focused, and promotional content.

Because the company served both newer and more experienced yoga practitioners and instructors, the content also needed to meet people at different levels of familiarity with the practice. Someone considering their very first yoga class doesn’t necessarily need the same message as someone who has been practicing for years or gone through extensive training.

We also intentionally incorporated the company’s classes, trainings, workshops, products, and promotions so the content wasn’t simply building an audience, it was giving that audience opportunities to take the next step within the business.

Creating the Content + Copy Behind the Strategy

Having a content strategy is great…but, eventually, someone has to actually make the content. Alongside the larger strategy, I handled social media content creation and copywriting, including static graphics, carousels, Stories, and supporting copy.

Each piece needed to sound and feel like the brand while serving a larger purpose within the strategy. Some content was designed to educate or create connection, while other content was intended to drive traffic or promote a specific class, training, or product. That gave us more intention behind why we were publishing something rather than simply trying to fill another square on the content calendar.

Using Paid Advertising to Reach People Beyond the Existing Audience

Organic content gave us one way to connect with the brand’s community, but paid advertising allowed us to be much more intentional about reaching people who weren’t already there.

We managed campaigns across Google, Facebook, Instagram, and Pinterest, with the strategy changing based on how people used each platform. Google Ads gave us an opportunity to capture existing intent by showing up when someone was already searching for relevant yoga-related offerings. Facebook and Instagram allowed us to reach targeted audiences based on relevant interests and behaviors, while Pinterest gave us another highly visual way to reach people exploring yoga and wellness content.

Again, the goal wasn’t simply to get more traffic, we wanted to bring more of the right people into the brand’s world while being intentional about what happened once they got there.

And Google became an especially effective part of that strategy, ultimately generating a 380% return on ad spend.

Using Email Marketing to Continue the Conversation

Of course, getting someone’s attention is only one part of marketing. Email gave us a way to continue nurturing people who had already expressed some level of interest in the company rather than relying on an algorithm to hopefully show them another post someday.

We developed email campaigns around newsletters, promotions, classes, and trainings while using segmentation to create more relevant communication based on subscriber interests and behavior. We also tested elements such as subject lines, calls-to-action, and send times to continue learning what encouraged people to open, click, and engage.

The end goal was to make email part of the larger customer journey rather than treating it as another box that needed to be checked every week.

What Were the Results of the Digital Marketing Strategy?

By connecting organic social media, content creation, email marketing, and paid advertising within a larger strategy, we were able to create a much more cohesive digital presence for the company.

The brand’s social media content generated a 1.54% engagement rate, giving us an ongoing channel for connecting with and nurturing its community. On Facebook and Instagram, paid campaigns achieved an average cost-per-click of $0.51, allowing us to drive traffic efficiently through Meta’s advertising platforms. And Google Ads generated a 380% ROI, meaning the campaigns weren’t simply generating visibility or clicks—they were producing a measurable return on the company’s advertising investment.

But one of the biggest takeaways from this project wasn’t about any one of those numbers. It was seeing what happens when different pieces of your marketing stop operating in their own little bubbles.

Does Your Business Need to Be on Every Marketing Platform?

Nope! And this project isn’t an argument that your business needs Instagram, Facebook, TikTok, Pinterest, Google Ads and email marketing in order to be successful.

Those channels made sense within this company’s strategy, but for another business, they might not.

I think this is where marketing can become unnecessarily overwhelming, especially when you’re constantly hearing that you need to post more, start an email list, get on TikTok, learn SEO (and now AEO), run ads, start a YouTube channel, create a podcast…and somehow still have time to actually run the business you’re supposedly marketing.

The better question isn’t “Where should my business be marketing?” It’s “Where can I most effectively reach the people I’m trying to reach, and what role should each of those channels play?” Once you know that, you can make much more strategic decisions about where your time, energy, and marketing dollars actually belong.

What Makes a Multi-Channel Marketing Strategy Work?

Being on multiple platforms isn’t the same thing as having a multi-channel marketing strategy. The difference is whether those channels are intentionally working toward the same larger business goals.

For this yoga company, social media helped create visibility and connection. Paid advertising allowed us to expand that reach and get in front of people with relevant interests or existing search intent. Email gave us another way to nurture relationships and promote specific offers.

And because we were looking at the larger picture, we could use performance data to continue refining where the company’s marketing resources were creating the greatest impact. The goal wasn’t to be everywhere, it was to make the places we were showing up work cohesively.

How This Work Shaped the Way I Think About Business Today

Like the startup case study, this project comes from an earlier chapter of Magnolia Creative Co when digital marketing, content creation, and social media management were a much bigger part of my day-to-day client work.

And while my work today is much more focused on business operations, systems, and actually helping founders get big projects across the finish line, there’s a reason I still value this part of my background so much — because it taught me to look at the whole picture.

Just like how social media and email marketing don’t exist in a vacuum, your client experience, operations, marketing, offers, team, and goals aren’t a collection of completely unrelated pieces either. They’re all part of the same business. And sometimes the thing that isn’t working isn’t necessarily the individual piece, it’s how that piece connects to everything around it.

That’s a perspective I bring into every business I step into today.

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