Case study: How strategic content planning delivered 100%+ engagement growth for a financial services firm
When this financial services founder first approached Snowden Marketing, her social media felt like throwing content into the void. Despite consistently posting, engagement was minimal, and more importantly, her content wasn't translating into meaningful business enquiries.
Like many female founders in financial services, she was caught in multiple common traps:
The visibility gap: Missing out on YouTube's massive opportunity to reach younger audiences in a low-competition space for financial services
The sales reluctance: Despite having incredible services that truly helped people, she felt uncomfortable creating strong sales posts that would drive conversions
The lead magnet blind spot: Had valuable lead magnets sitting unused - no strategy to drive people to her email list or nurture them through to purchase
She was stuck in the content creation trap of posting regularly but without strategic direction, clear objectives, or understanding of what truly resonated with her ideal clients.
The solution: Strategy-first approach
Rather than diving straight into content creation, we started where every successful social media presence should begin: with strategy.
Phase 1: Foundation building
Audience analysis: Identified her ideal client profile and their pain points
Competitive analysis: Deep-dive into competitor marketing strategies and positioning to identify market gaps
Content and profile audit: Reviewed existing content to identify gaps and opportunities and optimise all social media channels
Objective setting: Established clear, measurable social media goals aligned with business outcomes
Platform strategy: Focused efforts on LinkedIn where her audience was most active
Phase 2: Strategic differentiation & content development
Competitive positioning: Identified unique strengths and market positioning to set her apart from competitors
Channel strategy: Developed platform-specific approaches that leveraged her competitive advantages
Messaging framework: Created a distinctive brand voice and messaging that highlighted her unique value proposition
Content pillars: Created themed content categories that provided consistent value while showcasing differentiation
Multi-platform expansion: Developed YouTube strategy to tap into younger demographics with less competition
Sales confidence building: Coached on creating compelling sales content that felt authentic to her values
Lead magnet activation: Created funnels to drive traffic to valuable lead magnets and nurture sequences
Format innovation: Introduced engaging formats like polls and carousels that encourage interaction
Value-first approach: Ensured every piece of content served her audience's needs while showcasing expertise
Phase 3: Implementation & optimisation
Content calendar: Structured posting schedule with strategic timing
Engagement strategy: Proactive community building and relationship nurturing
Performance tracking: Regular analysis and adjustment based on what worked
The results
After 12 months of strategic collaboration:
📈 100%+ increase in overall engagement 🎯 Significant growth on LinkedIn specifically 📺 Successful growth on YouTube targeting younger demographics 💰 Increased conversion rate through strategic sales content 📧 Active lead nurturing system driving consistent enquiries ✨ Improved content quality and consistency 💼 Enhanced professional credibility and visibility
But the numbers only tell part of the story. The real transformation was in confidence and clarity, knowing exactly what to post, when to post it, and why it mattered to her business goals.
What made this work
1. Strategic foundation first
Instead of jumping into tactics, we built a solid strategy informed by competitive analysis and clear market positioning.
2. Competitive differentiation
Analysed the competitive landscape to identify where she could stand out and own her unique space in the market.
3. Platform-specific approach
LinkedIn required different content formats and engagement strategies than other platforms and we tailored accordingly while maintaining her distinctive voice.
3. Consistent value delivery
Every post was designed to serve the audience first, build trust, and demonstrate expertise.
4. Format Diversification
Polls, carousels, video, stories and other interactive formats significantly boosted engagement rates.
5. Long-term collaboration
Real results take time. Our ongoing partnership allowed for continuous optimisation and growth thanks to insights from our monthly reporting activity.
6. Sales mindset shift
Helped overcome reluctance to sell by reframing sales posts as a service to ideal clients who need the solution now.
7. Lead magnet optimisation
Transformed unused resources into active lead generation and nurturing tools.
Client testimonial
"We have been working with Jenn for about a year now, and we are seeing a real difference in our engagement online. Jenn helped us to create a strategy and social media objectives to give us some direction in terms of content, so that we could make sure we are posting content that's valuable to our audience. The results of this has been over a 100% increase in engagement, particularly on LinkedIn, where Jenn has introduced new formats for our content that seems to be really engaging such as polls and carousels. I wouldn't hesitate to recommend Jenn as her expertise is fantastic and she's been such a pleasure to work with. I have really high hopes for what we can achieve together moving forwards, and I look forward to seeing even more impact on our business pages!"
Key takeaways for female founders in financial services
Strategy beats frequency every time. Posting daily without direction won't drive results, but strategic, valuable content posted consistently will.
Platform matters. Where your audience spends time should dictate where you focus your efforts.
Engagement is about connection, not just numbers. Quality interactions with your ideal clients matter more than vanity metrics.
Professional doesn't mean boring. Even in financial services, personality and authentic engagement drive results.
Ready to transform your social media strategy?
If you're a female founder in financial services struggling to turn your social media efforts into consistent enquiries, you don't have to figure it out alone.
Let's chat about creating a strategy that attracts your ideal clients and builds the visibility your business deserves.
Snowden Marketing specialises in helping female founders in financial services create marketing strategies that attract consistent enquiries and support more women in business. Ready to see results like these? Get in touch today.
