Blog Based Off This Case Study: Danielle- Proshare- for distribution
Key Takeaway
- Strategic Clarity Drives Success: A clear and focused social media strategy can turn an overwhelming task into a powerful tool for engagement. For professionals in technical fields, aligning content with specific goals makes social media more manageable and effective.
- Analytics Reveal What Resonates: Using data to understand audience preferences can lead to more meaningful connections. Stories and authentic experiences often outperform generic or overly technical content in fostering engagement.
- Consistency Reduces Overwhelm: A well-thought-out content plan can alleviate the stress of social media. By adopting sustainable practices, professionals can maintain a consistent presence that aligns with their brand values without feeling burned out.
Table of Contents
For many businesses, especially those in specialized industries, social media often feels like an uphill climb. Creating engaging content, building a loyal following, and keeping up with analytics can be exhausting—especially without a clear plan. Navigating the complexities of social media can be particularly challenging for professionals in technical fields. Danielle Baughman, President of ProShare Services—a woman-owned engineering firm—faced this exact dilemma.
Despite her expertise in project management within the oil, gas, and construction industries, Danielle found herself overwhelmed by the demands of maintaining an engaging LinkedIn™ presence. Posting updates after each event felt obligatory, lacking a cohesive strategy, and the time invested rarely yielded meaningful engagement or growth.
The Challenge: Social Media Burnout and Lack of Direction
As the leader of a woman-owned engineering firm specializing in project management for the oil, gas, and construction industries, Danielle knew the importance of building a strong digital presence. Yet, LinkedIn™ felt more like an obligation than an opportunity. Without a clear strategy, posting updates after each event became a reactive task rather than a proactive tool for engagement.
Danielle faced several challenges that many professionals in technical industries might find familiar:
- Burnout from Social Media
- Uncertainty in Brand Building
- Overwhelm with Tools and Analytics
- Content Stagnancy
The constant pressure to post without a plan left Danielle feeling drained and disconnected from the potential impact of her efforts. ProShare Services had no cohesive brand personality, and Danielle was unsure how to authentically connect with her audience in a way that reflected her company’s values and expertise.
The sheer number of social media tools and data points felt like noise, making it difficult to determine what was working and where improvements were needed. Meanwhile, coming up with fresh, engaging ideas that resonated with her audience felt like a constant uphill battle—especially in a field where technical content needs to be both accessible and meaningful.
These obstacles created a cycle of frustration and inefficiency, making it hard for Danielle to turn her LinkedIn™ presence into a strategic asset. She needed guidance to build a system that was not only sustainable but also effective.
The Borden Group’s Data-Driven Approach
Frustrated by the lack of results from her social media efforts, Danielle decided it was time for a change. She reached out to The Borden Group, seeking expert guidance to transform her LinkedIn™ presence into a purposeful and effective tool for engagement. Recognizing the unique challenges she faced, we began with one core principle: clarity through strategy.
Acknowledging that ProShare Services’ audience primarily lived on LinkedIn™, we tailored our efforts to optimize her presence on the platform. By focusing on analytics, brand alignment, and sustainable practices, we crafted a roadmap that made social media more manageable—and effective.
Our approach centered on four essential components:
- Identifying LinkedIn™ as the Core Platform
- Conducting a Brand and Strategy Session
- Implementing Analytics for Informed Content
- Creating a Cohesive, Authentic Content Strategy
Focusing on LinkedIn™ as the primary channel allowed Danielle to streamline her social media efforts and engage where her audience was most active. Through a tailored brand and strategy session, we helped her define ProShare’s goals and develop a plan that reflected the company’s unique voice and values. This process gave Danielle the tools and confidence to connect authentically with her audience.
By introducing analytics tools like Shield Analytics, Danielle gained insights into what resonated with her audience, which types of posts generated the most engagement, and how to use that data to refine her strategy. She quickly realized that authentic, real-life stories about her experiences resonated far more than generic or overly technical content.
The final step was to create a cohesive content strategy that aligned with ProShare’s brand while making it easier for Danielle to post consistently. Armed with fresh ideas and a sustainable workflow, she could maintain a presence on LinkedIn™ without feeling overwhelmed by the process.
Together, these components transformed Danielle’s approach to LinkedIn™ from reactive to intentional, making her social media efforts not just manageable but genuinely rewarding.
Results: A Transformed LinkedIn™ Presence
After implementing our tailored LinkedIn™ strategy, Danielle’s transformation was nothing short of remarkable. What began as a source of frustration quickly became a powerful asset for ProShare Services, yielding both measurable results and meaningful impact.
In just six months, Danielle achieved:
- 738% Increase in LinkedIn™ Engagement: With a more focused approach, her audience began engaging consistently, creating opportunities for genuine connections and visibility in her industry.
- Improved Revenue and Shortened Sales Cycles: By streamlining her social media presence, Danielle noticed a direct correlation between her LinkedIn™ activity and ProShare’s bottom line. Customers were reaching decisions faster, and sales cycles became more efficient.
- Consistent Follower Growth and Positive Feedback: Danielle’s and ProShare’s improved brand presence led to steady audience growth, and Danielle received glowing feedback about her enhanced social media presence.
Beyond the metrics, Danielle experienced something more valuable: relief. The overwhelming pressure of social media gave way to a clear, manageable workflow that she could confidently maintain. She discovered the power of authenticity, using her real-life experiences to connect with her audience in ways that technical content alone never could.
With ProShare Services positioned as a relatable and trustworthy voice in their industry, Danielle now views LinkedIn™ not as a burden but as an integral part of her business strategy.
Conclusion
For many professionals, social media can feel like an unrelenting demand—a to-do list item that’s never fully checked off. Danielle’s journey with social media shows that it doesn’t have to be that way. With the right strategy, tools, and support, social media can evolve from a source of stress into a powerful driver of connection, engagement, and growth.
By partnering with The Borden Group, Danielle found clarity in her approach to LinkedIn™, transforming it into a platform where her expertise could shine. From increased engagement to shorter sales cycles, the results were proof that a data-driven, authentic strategy could make all the difference.
If you’re ready to take the frustration out of social media and turn it into a meaningful asset for your business, we’re here to help. Contact The Borden Group to discover how we can help you achieve results tailored to your goals.
Want to learn more about this topic? Make sure to follow Melanie Borden and The Borden Group on LinkedIn™.
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