Case Study: Turning Disconnected Marketing Into a Cohesive Plan

Background:

When this client first came to me, their business had all the right pieces, but none of them were connected or active. They had a website, but it wasn’t bringing in traffic. The email list was dormant. Social media had been quiet for months. My client had ideas and goals, but no strategy (or support or time) to bring them to life.

There was no cohesive plan, no system to follow, and no clear picture of what was working or where to focus. Like many business owners, they had been stuck in a cycle of starting and stalling.

The Challenge:

This client’s business was well-established, had used multiple service providers over the years (with each bringing their own perspective), and many of the marketing assets were outdated, disjointed, half-started, or missing entirely.

The Solution:

I started with a full marketing audit to assess the existing assets and identify the biggest gaps and opportunities. From there, I developed a strategic plan that prioritized what needed our attention first:

• Website Optimization & Redesign
  
  We moved the company website to a new platform, rewrote every page, restructured the navigation for clarity and SEO, and implemented 301 redirects where needed. Every element was optimized to improve both user experience and search visibility.
  
  

• Search Engine Optimization (SEO)
  
  I conducted a full SEO review, including keyword mapping, technical fixes, and on-page content recommendations to improve discoverability.
  
  

• Email Marketing Infrastructure
  
  We worked together to rebuild their email marketing by segmenting the audience based on interest/offer, setting up automation workflows, and creating landing pages for lead capture. I also managed the monthly email marketing and wrote and implemented a welcome sequence for a new opt-in tied to a conference appearance to better capture potential leads.
  
  

• Social Media & LinkedIn Strategy
  
  I created a plan for reactivating the LinkedIn presence, optimizing the company’s profile, and curating content to reflect their expertise and position as an industry leader. We also developed a routine for identifying strategic posts for the business owner to engage with under their own name to increase reach and authority.
  

• Keeping a “CEO Focus”
  
  As we worked together, part of the process involved helping the business owner step out of reactive decision-making and into focused action. We looked at where their best clients had come from, which pieces of marketing were aligned with long-term goals, and where time was being spent without seeing results. Part of our work also involved helping them decide where and when to show up, and needed their attention, and what could be delegated to a team member.
  

The Results:

By the end of our work together, they had:

• A fully updated, search-optimized website that actually generated traffic.
  

• An active and segmented email list with functioning automations that kept them top-of-mind with new and existing clients.
  

• A content library of blogs optimized for discoverability.
  

• A clear path for visibility through social engagement and thought leadership opportunities.
  

The marketing systems we built weren’t just about checking boxes, they were designed to support real, sustainable growth.