NancyHo Social Media Management
- Tsamarah Balqis
- 6 days ago
- 3 min read
Authority positioning thought-leadership content pillars
Video-first cadence reels, lives, micro-clips
Lead pathway DM → consult booking workflow
Services Used: Social Strategy, Content Production, Community Management, Paid Social (light), Analytics/Tracking
Meet NancyHo.
NancyHo is a life-strategy coach who helps professionals clarify goals and take action. Her audience is busy and skeptical; they respond to proof, personality, and practical tips. Prior to engagement, posting was irregular and topic selection reactive.
Valuable long-form insights were getting lost, and the bridge from social engagement to booked discovery calls was unclear.
The initial challenge.
Nancy’s expertise lived in long-form formats talks, essays, workshop decks and none of it was packaged for the three-second feed where discovery actually happens. Posting cadence drifted with her client load; topics were chosen reactively, so even powerful ideas arrived as one-offs and disappeared before they could establish patterns the algorithm would recognise.
The path from curiosity to calendar was equally unclear. DMs were handled manually with inconsistent tone and response time; some threads jumped straight into deep coaching questions, others stalled at “how do I book?” because the highlight structure felt like a scrapbook rather than a guided tour. The single bio link landed people on a generic homepage with multiple navigation choices, requiring visitors to self-assemble the next step.
Measurement reinforced these gaps: success was judged on likes, reach, and views, masking which content actually produced qualified discovery calls. Without disciplined UTMs and event tagging, there was no way to separate content that “performed” from content that advanced the pipeline. Voice and visuals varied from post to post clinical one week, inspirational the next making it harder for a new scroller to identify Nancy’s point of view in a split second.
Operational frictions compounded the problem: no content bank to buffer busy weeks, no atomisation workflow to turn one keynote into ten shorts, and no calendar that aligned topics with seasonality (e.g., goal-setting spikes in Q1) or with her real availability. In short, the brand had authority, but the feed lacked a repeatable rhythm, a guided user journey, and the instrumentation to connect impressions to booked sessions.
Our solutions.
We rebuilt the system around three levers: consistent cadence, staged journeys, and measurable outcomes. First, we codified content pillars Clarity, Momentum, Proof and turned long ideas into social-native assets with a standard recipe: 30–45s reels (hook → one insight → one task), save-worthy carousels (frameworks, checklists, before/after workflows), and screenshot-style “wins” to make outcomes tangible.
We created a sharable content bank (title, angle, hook, CTA, caption skeleton, B-roll notes) so posting continues during heavy coaching weeks, and we introduced a visual style kit (type, color cues, thumbnail layout) to make posts recognisably “Nancy” in-grid. Highlights were reorganised into Start Here, Wins, and Tools, forming a linear on-platform tour; Stories use polls and question stickers to surface objections that seed next week’s scripts.
We replaced the generic bio link with a focused landing page: one headline, a succinct promise, testimonials, an FAQ that removes friction (pricing, session format, rescheduling), and a single CTA to book. In DMs, quick-reply templates acknowledge the problem, ask one clarifying question to segment need, then route to calendar via a short intake form; this keeps tone consistent and reduces lag.
On measurement, every outbound link carries UTMs; GA4 tracks the full path content view → profile visit → bio link click → booking start → confirmed consult so weekly reports rank topics and formats by meetings created, not vanity metrics. We instrumented micro-events (reel replays, carousel last-slide views, DM keyword triggers) to identify high-intent signals and feed them into the next content cycle. Top reels get light paid boosts to lookalike audiences built from engagers and past bookers to extend reach without changing the organic feel; small creator collabs validate new hooks with fresh audiences.
Finally, governance keeps the machine running: a two-week rolling calendar tied to Nancy’s availability, caption templates that preserve voice, and a “from one keynote to ten posts” atomisation checklist. Over time, the feed becomes a trusted loop recognisable voice, proof that feels earned, and a friction-light path to talk so curiosity consistently turns into booked consultations, with data that shows exactly which ideas filled next week’s calendar.
