ZJM · Social Media Agency Newsletter
Simone Wise
Client: Founder of a social media agency specialising in beauty and fashion brands.
Objective: Create a newsletter that establishes authority, generates leads, and adapts with the client’s evolving business focus.
Challenge
My client initially wanted to set up a weekly newsletter aimed at beauty brand founders and marketers – her ideal clients. The goal was to share valuable insights on beauty industry trends, offer social media tips, and showcase her expertise, all to attract new leads.
However, as her business evolved, she decided to pivot towards educating other social media managers and selling digital products and mentorship. This meant the newsletter needed a shift in direction to target a new audience and support her updated goals.
Solution
We tackled this in two stages:
The Initial Weekly Newsletter:
We launched with a weekly newsletter packed with beauty industry trends, social media insights, and practical tips for beauty brand founders and marketers. This provided her audience with real value while positioning her as an expert in her field.
The newsletter quickly became a tool to build trust and authority, attracting interest from potential clients.
Pivoting for the New Direction:
When the focus shifted to mentoring social media managers, we adapted by moving to a monthly newsletter format and realigning the content.
We built content pillars around her digital products, customer pain points, and key themes from her mentorship programme, making the newsletter a valuable resource for social media managers and warming them up to her higher-ticket offers.
Setting Up the Funnel:
I created landing pages, sales funnels, and email automations in ConvertKit to support this new approach.
Each email and newsletter was crafted to engage and nurture her audience, gradually moving them through the funnel with targeted messaging that tied into her products and mentorship offerings.
We also used lead magnets to grow her list with people genuinely interested in her expertise.
Results
Our work together delivered strong results:
Steady list growth: Her email list grew steadily, attracting both potential clients and social media managers keen to learn from her.
Authority in her space: The newsletter positioned her as a go-to expert, building credibility with her audience.
Sales and conversions: The funnel led to sales of her 1-1 sessions and digital product, creating a solid base for her upcoming mentorship programme.
Conclusion
This project started as a lead-generating newsletter and evolved into a key part of her business strategy, adapting to her new focus and audience. By rethinking the content and setting up a strategic funnel, we created a resource that not only provided value but primed her audience for bigger offers. She’s now in a perfect position to launch her high-ticket mentorship programme to a warm and engaged audience who already trust her expertise.
