Birth With You
Scope of Project: Instagram Social Media Management
About the Client
Meet Anna the passionate birth doula behind @birthwithyou
She is based in Newcastle Upon Tyne, England. Our collaboration began when Anna reached out through social media, leading to a successful video project together in 2021 and then reconnecting for me to help manage and write for her Instagram account. We had an instant connection and have stayed close throughout the last 2 years working together in different ways. Including her being my doula for my second baby and me managing her social media for over 2 years.
Our Goals
Objectives in social media marketing are as unique as you are, especially for birth businesses where trust growth and local connection is key. For Anna and @birthwithyou, our goals were tailored to not only enhance her digital presence but to also mirror the warmth and professionalism of her services.
Create a Cohesive Brand Identity: Develop a clear and cohesive brand on Instagram that accurately reflects Anna’s services and personality, making her brand instantly recognizable and deeply connected with her audience.
Grow Account's Reach and Follower Count: Amplify Anna's visibility on social media to attract a broader audience, ensuring her message reaches those in need of her doula services.
Generate Local Interest in Her Business and Services: Focus on building a strong local following in Newcastle upon Tyne, creating a community of support and interest around her doula offerings.
Share Consistent Quality Content: Establish a steady stream of engaging, informative, and visually appealing content that speaks directly to the hearts of expectant families.
What Hanna Did
I started Anna’s social media transformation by designing custom, brand-aligned templates. These templates were meticulously developed to complement Anna’s doula business, ensuring that every Instagram post resonated with her brand’s ethos and aesthetic. We chose a monochromatic color palette of greens and neutrals to offer that grounding and welcoming energy.
Starting with less than 100 posts on the account, I implemented a robust strategy focused on growth and consistency. By scheduling five carefully curated posts each week for an initial six-month period and IG story connection 2x a week. We then renewed for another 6 months with just 5 posts per week while Anna took over story and engagement. Observing the momentum gained, we then strategically adjusted the posting frequency to three times a week in the second year, aiming for sustained brand presence.
I concentrated the content strategy on sharing valuable birth education content and fostering local community engagement, positioning Anna as a knowledgeable and accessible doula in Newcastle. Anna preferred a more private and professional approach so we thoughtfully balanced professional and trust-building content, highlighting Anna’s services and her passion for educating families, thereby building a deeper connection with her audience.
The Results
Our strategic efforts and consistent posting yielded impressive results in the first year:
Reach Increase: Saw a phenomenal surge of over 70,000%, significantly expanding Anna's visibility on Instagram.
Follower Growth: Grew by 4,000, marking a significant boost in Anna's community and audience base. She started under with under 500 followers and now 2 years later sits at a respectable 4,806.
Engagement Surge: Engagement skyrocketed by 105,000%, with two reels going viral in 2022, showcasing the compelling content resonance.
Consistent Reach: Beyond viral reels we settled at an average reach of 1k per post across all content, indicating a strong and consistent interest in Anna's offerings.
Solid Presence Established: Through quality, consistent posting, we solidified Anna's presence on Instagram, setting a robust foundation for brand interaction.
These results underscore the effectiveness of our targeted strategy and the compelling content created, marking significant milestones in Anna's Instagram journey.
What Anna Says…
"I have had the great privilege of working with Hanna on multiple occasions. Recently she has fully supported me with my social media management. I am a birth worker and finding someone who could understand the vibe, content and ideas I needed was paramount; Hanna is exactly what I need and needed. She is methodical, organized, creative and extremely easy to work with. I love her style, professionalism and consistency. I do and will always recommend Hanna! Thank you so much!"
