The client had a high-ticket coaching program and a well-defined audience — but was limited by visibility. To scale, she needed two things at once: reach beyond the people who already knew her, and a community around her brand, not just an audience that scrolled past.
The strategy started with the funnel itself — mapping out what needed to happen at each stage, from a stranger's first scroll to an actual client.
At the center of it was a lead magnet: a PDF built on her expertise over several weeks, with the design and marketing promotion owned end to end on my side. Access was gated behind a comment keyword, which meant every piece of content wasn't just optimized for reach — it was engineered to generate a specific, trackable engagement action. That engagement fed the algorithm, which fed reach, which fed followers. A loop, not a one-time push.
The content workflow was built to serve a specific stage of that funnel. Attention-grabbing formats stopped the scroll and educated cold viewers who'd never seen the account before; trust-building formats let her personality carry the relationship forward with people who'd already noticed her.
Both formats were engineered to lead to the same place — not a sale, but a conversation. The comment-keyword CTA opened a direct line with anyone who engaged, and the freebie behind it gave them a real taste of her expertise before ever asking for anything in return. That combination is what turned a non-follower into a follower, and a follower into a client.