From 200 Views and Word-of-Mouth to $60,000+ p/m in Recurring Revenue — In Under a Year
about callum
It’s 2020 and despite dedicating more time, effort — and mental health — for the company than the CEO himself, Callum gets fired quicker than you could say COVID. So, after deciding he’d never let someone else handle his fate like that again, he learnt everything he could about SEO.
He scaled his wedding DJ side hustle to six-figures using SEO online
— so, naturally, an agency was born.
He wanted to scale fast. He’d seen social media do wonders for others, but between running the new business, raising young kids, and DJing weddings on weekends, Callum simply didn’t have the hours to figure it out.
He did try himself. Quick tips filmed in his car. The odd client screenshot. But his views stayed under 200 views… He was signing clients via referrals alone, and he knew that he needed more leads to truly scale.
“I started doing videos on Instagram, but it’s so time consuming and I’m so slow!”
How we collaborated:
Callum didn’t want to just post. He wanted to lead. He knew he had the knowledge. He just needed someone who could bridge the gap between what he knew and how the world saw him.
Before posting
Before a single post went live, I spent weeks building the foundation. If your head went straight to a 40+ page PDF lost to the depths of your unorganised computer files, think again. I treat strategy as a guidebook. When done well — insanely detailed market research, ideal client profiling, industry and competitor analysis, messaging and positioning work, etc — a great strategy will write content itself. This isn’t a template. A rinse and repeat framework. It’s yours.
content implementation
Every month, I planned Callum’s full content calendar, wrote his scripts, built his shot lists, designed his graphics, edited his videos, scheduled everything, and handled all community management. I tracked performance obsessively — testing new ideas, incorporating feedback from leads and Callum himself, monitoring ROI to make sure the numbers were actually moving.
Callum’s job? Film the content. Approve things. That’s it.
avoiding B2B(oring)
One of the earliest and most important discoveries: the SEO content landscape in Australia was dry. Lifeless. A sea of long-form educational videos that Callum’s audience — busy local business owners — had no time for. Callum’s instinct was to make polished, masterclass-style content. Professional. Thorough. Safe.
I pushed back.
Instead, we leaned into what actually made Callum Callum — his humour, his personality, his genuine enthusiasm for AI tools. And the results of leaning into personality over polish were immediate. People in his life were constantly sharing how they were obsessed with his content. People were inquiring because they loved Callum.
Before partnering with me, Callum was creating content for his peers — not clients. Think: how to write better meta tags. Important? Yes. But we needed to Trojan Horse his audience if we wanted to keep them listening.
So, we dove into his sales calls, questions his clients were asking, questions his business-owner friends were asking — and created from that. Validated ideas we knew would perform. We started creating from the perspective of: “How to drive more traffic to your site.”
The trust built so quickly that approvals eventually became unnecessary.
Content just went out.
Callum had handed over full ownership — and he wanted it that way. By the end of our engagement, Callum had gone from 4 posts a week to 14.
“Sarah turned our social media from an afterthought into our main lead generation channel”
the results:
Here’s what a year of doing social media properly looks like for a local B2B service business.
Cold leads started coming in
Before we worked together, every new client came through Callum’s existing network. After a few months of consistent, strategic content, new faces started appearing — people who had never met Callum, never been referred to him, found him entirely through social media and reached out.
For someone who wanted to grow fast, filling his pipeline with leads gave him the ultimate leverage to hire fast, raise prices, and test new ideas. He felt like he had room to breathe.
huge opportunities
By investing in his personal brand, Callum carved out his own lane in Canberra as the go-to digital marketing guy. Within a year, he was grabbing coffees and talking shop with some of Canberra’s most successful CEOs and sending proposals to million-dollar companies.
I didn’t turn Callum into someone capable of these big jobs. That was already in him. He knew that. All I needed to do was spotlight his expertise, his experience and his perspective. I bridged that gap so he could thrive.
Dream clients who found him through content arrived to discovery calls and coffee chats already feeling like they know and trust Callum. Closing was easy, and the length of the sales process was cut in half.
“More than half of our leads came through social media.”
If Your socials are that person in the group project who does zilch, and lets the entire team down…
You need a partner who will drive tangible results for your business through original content, proven strategy and endless character.