From Limited Audience Interaction to Meaningful Engagement

How a Foundational Branding Strategy Helped an Established Business Coach Connect With
Her Target Audience on LinkedIn

Client: Lorraine of About Marketing Inc., Established Business & Leadership Coach
Industry: Professional Coaching & Consulting
Services: Foundational Brand Strategy | Audience Research | Brand Messaging | LinkedIn Content Strategy

The Challenge: Showing Up Online Without Making a Meaningful Connection

Having an established business and an active online presence doesn't always translate into meaningful audience engagement.

Lorraine had already built a strong professional reputation and maintained a LinkedIn presence. However, despite sharing social content daily, her posts weren't generating consistent audience visibility and engagement.

The challenge wasn't simply creating more content. It was understanding who she needed to reach, what mattered most to that audience, and how to communicate her expertise in ways that would resonate.

She needed a more intentional approach, one rooted in brand clarity, audience insights, and strategic messaging.

The Solution: Getting Clear on the Target Audience & the Challenges She Best Supports

At A Joi Touch Marketing Solutions, we believe effective marketing begins with understanding your brand and the people you want to serve.

Rather than jumping straight into posting more frequently, I developed a customized Foundational Branding Plan designed to align the client's expertise, messaging, and content with the needs and interests of her ideal audience.

The Strategy Focused on 4 Key Areas:

1. Target Audience Research & Profiling

Researched and developed detailed audience profiles to better understand the professionals she wanted to attract, including their needs, interests, challenges, and motivations.

2. Pain Point & Search Behavior Analysis

Identified common audience pain points and relevant online search topics to uncover the questions, challenges, and conversations most likely to capture their attention.

3. Brand Messaging & Content Alignment

Refined the direction of her messaging to connect her coaching expertise with the specific needs of her target audience, making her content more relevant and intentional.

4. Audience-Targeted LinkedIn Content Strategy

Developed a strategic content direction informed by audience research, positioning her expertise around topics that addressed real audience interests rather than relying on generalized posts.

The Results: A Promising Shift in Audience Engagement

Within the first week of publishing audience-targeted content, the client's LinkedIn analytics showed encouraging signs of audience response.

• 579 impressions — total times the content was displayed

• 135 people reached — individuals exposed to the content

• 32 engagements — recorded audience interactions

• 5.5% engagement rate — calculated using engagements divided by impressions

• 30 reactions — representing approximately 94% of recorded engagements

These early results provided a promising indication that the new content direction was connecting with the audience.

Most notably, 30 of the 32 engagements were reactions, suggesting that viewers were doing more than passively encountering the content, they were responding to what they saw.

Although longer-term performance tracking is needed to evaluate sustained growth, these first-week results established an encouraging foundation for continued content optimization.