As a social media manager, Emily knew the importance of creating engaging content. However, when working with GreenCycle, a sustainable energy solutions company, she realized that engagement metrics alone weren’t enough.

The client needed tangible results – leads.

Emily’s initial mistake was misaligning her content strategy with GreenCycle’s primary goal: generating 500 new leads within three months. Despite impressive engagement metrics, the sales team struggled to convert interest into sales.

To correct this, Emily pivoted her strategy, focusing on lead generation through:

Educational blog posts highlighting GreenCycle’s innovative solutions

Targeted social media ads
Landing pages with clear calls-to-action

Within six weeks, GreenCycle saw:

250+ new leads
15% increase in website traffic
20% boost in sales-qualified leads

What Went Wrong?

Emily’s initial content strategy focused on brand awareness, showcasing GreenCycle’s mission, values, and employee spotlights. While engaging, it didn’t drive leads.
Lessons Learned:

Understand client goals
Align content strategy with goals
Monitor and adjust performance regularly

Expert Tips For You:

Conduct thorough client onboarding to understand objectives
Set clear key performance indicators (KPIs)
Use analytics tools to track performance

Conclusion:

Emily’s story highlights the importance of aligning social media strategy with client goals. By understanding GreenCycle’s objectives and adjusting her approach, Emily delivered tangible results, strengthened her client relationship, and grew her reputation.

Fund out more here.