Over the past year, I’ve been working as part of a specialized consulting team for a small business owner in Atlanta offering wellness services at multiple locations. After 2 years in business with decent success, his growth was stagnating and he knew he needed to bring in experts to help him get strategic about growing his business.
Smart business leaders know that strategic guidance from experienced sources like a Board of Directors, a mentor, or a trusted circle of advisors, is the difference between reacting to change and leading through it.
To scale up his local small business, my client tackled growth from two critical angles. Lead Generation and Operational Efficiency. He retained my digital marketing consulting services to manage his website, SEO, email, and social media leadgen funnel, and he hired a business coach to guide him through operational efficiency and strategic growth frameworks.
How do you move a strategic business idea off the whiteboard and into the operations mix?
When a company needs to implement a new business strategy, there can be a gap between “knowing what to do” (the strategy) and “making it happen” (the implementation).
When the business strategy and marketing campaigns align, everyone wins.
As more business owners turn to business coaches to navigate business growth, a trend has emerged: how do you implement a strategic idea successfully?
To implement new business strategies recommended from a business coach, the first step is to craft the content strategy and identify all the digital communication touchpoints. Next, compose a marketing narrative about the price change or the new offering that fits naturally within the existing brand / marketing story. Lastly, create branded digital content for each digital marketing channel and publish to reach the right audiences.
- Identify all the digital communication touchpoints
- Compose a marketing narrative - ask: where does this best fit within the existing brand marketing story?
- Create headlines, descriptions + image for each digital marketing channel & publish to reach your audiences.
A strategy is only as good as its execution.
When my client’s business coach recommended new service bundles and a 30% price increase to drive profitability, my role was to ensure the digital marketing implementation was brand aligned and covered each touchpoint.
To introduce a new product or service into offerings, each piece of the digital marketing conversion funnel gets mapped out. Working backwards, from the point-of-sale transaction to the landing page and its call to action, up to the announcements on social and opted-in email invites, the marketing narrative gets written along the user’s journey for a cohesive experience.
The Result
Using digital marketing to showcase the additional value for a higher price point and new bundles, my client was able to successfully introduce more profitable services for 2 locations and adoption by new and existing clients was seamless for a 30% increase in profitability.
Content Tip:
When launching a new product or service, two foundational decisions shape everything else: nomenclature and content hierarchy. What you call an offer, how you structure a bundle, and the naming conventions you choose directly affect whether your audience connects with the value — or misses it entirely.
Unless the offering is limited-time, avoid trendy or clever names. Naming is your customer’s first impression, and it carries real weight in the buying decision.
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