Wisdom & Worth
Client Overview
Wisdom & Worth is a mindset coaching company based in North Carolina, USA. Learn more
Client Goals:
- 1. Establish professional social media presence
- 2. Attract relevant audience to the Instagram page
- 3. Generate leads for coaching sessions
April 2026 – June 2026
My Role
- 1. Developed a content strategy including competitor analysis
- 2. Scripted & edited reels for social media
- 3. Created carousels
- 4. Set up & managed Meta campaign
Results Achieved
- 1. Optimized Instagram profile structure and content positioning
- 2. 114 new content pieces posted during the project period
- 3. Generated Leads with $9.34 cost per lead
Understanding The Problem
When we started, Wisdom & Worth Instagram profile was not clearly communicating what the brand did or who it helped.
The main challenges were:
- Unclear brand positioning and messaging.
- No clearly defined target audience.
- Inconsistent content strategy and execution.
- Not enough leads.
Organic Content
I began by researching content creators and brands in the mindset coaching niche to understand which topics, formats, hooks, and delivery styles were performing well.
Based on these insights, I created and edited Instagram Reels and Carousels experimenting with different hooks, content angles, and video formats to discover what generated the strongest engagement while staying true to the client voice and coaching style.
Over the course of the project, I created 114 pieces of content.
Meta Campaign
I set up and managed a Meta lead generation campaign for a group coaching waiting list.
The goal was to validate audience interest and collect contact details directly through a simple Meta Instant Form, while maintaining the set campaign budget.
For the campaign I:
- Created a Meta lead generation campaign using an Instant Form
- Collected lead information: name, email, and phone number
- Created and tested multiple ad creatives to identify stronger performers
- Monitored campaign delivery, cost per lead, lead quality, and creative performance
- Integrated leads into HubSpot CRM so the client could organize and follow up with contacts
- Advised a follow-up strategy, inviting leads to a discovery call instead of relying only on long automated messages
Sample Posts
Learning & Impact
This project showed me that organic content requires consistency, testing, and clear positioning. Even a strong service can be difficult for the audience to understand if the message is not simple and direct.
A key learning was the importance of reducing fluff, strengthening hooks, and testing different formats to see what captures attention. I also learned that both organic content and paid campaigns need a learning phase, where the algorithm and audience response help identify what performs best.
Overall, this project helped me better understand how brand messaging, content clarity, creative testing, and lead generation work together to support business growth.