Client case studies

CONTENT MARKETING ROI

At Joyce Tsang Content Marketing, we help entrepreneurs create their content strategy and educate them on the distribution of content via social media and digital marketing.

But I bet you've read many corporate missions like that before.

So we want to do it differently - by showing you our content marketer portfolio and telling you exactly the numbers we have achieved.

Solopreneur

Case Study 1: Dirty Jobs Auto Care

Client and Industry: Automotive Care / Non-photocatalyst Car Interior Sterilization

Starting Problem: Founded in early 2021, the business needed brand differentiation but Nelson lacked prior online marketing experience.

What JTCM Did: Executed a 3-month structured strategy focusing on organic awareness, audience engagement, and conversion optimization.

Measurable Outcome:
- Month 1: Organic awareness content push. Achieved organic reach of 19,048 with 949 organic engagements on a single post (48.35% engagement rate).
- Month 2: Targeted engagement and follower acquisition campaigns. Doubled social follower count from 186 to 304.
- Month 3: Implemented Facebook Bottom-of-Funnel (BOFU) ad campaigns to accelerate growth and drive lead conversion. Reduced Cost Per Lead (CPL) from HKD $90 to HKD $8.

Relevant Service: Content Strategy, Content Creation, and BOFU Ad Management.

Full Funnel Paid Social

I have been able to consistently help clients achieve a cost per click and cost per page like on Facebook at below HKD $3.* This is the result of relevant content creation, specific targeting, and setting the right ad objective.

I can also help clients estimate their Facebook ad budget based on a conversion rate of around 3%.* Clients can therefore be more in control of the results they wish to achieve.

*Prior and during iOS14 changes in 2021

For LinkedIn ads, although they are slightly more expensive than Facebook ads due to platform differences, I have managed to achieve an average CPC of HKD $2.84, which is lower than the global benchmark of HKD $5.58.

Furthermore, by implementing a content strategy, my LinkedIn ads have achieved an average CTR of 0.82%, surpassing the global benchmark of 0.55%.

Joyce Tsang Content Marketing's Client Story - Olivier Darney from DataSource

SMB Owner

Case Study 2: DataSource

Client and Industry: Language Service Provider / Translation & Media

Starting Problem: Despite 10+ years of industry experience, the company was being outperformed by competitors' marketing strategies. Relying solely on word-of-mouth, offline networking, and traditional Google Ads was insufficient for growth.

What JTCM Did: Built a multi-month organic and digital conversion funnel strategy.

Measurable Outcome:
- Month 1: Leveraged LinkedIn content to drive targeted site traffic. Driven website traffic with a +59.13% increase in average time spent on site and a 28.82% reduction in bounce rate.
- Month 2: Focused on high-converting organic content assets. Achieved a 3.49% organic conversion rate from content alone, surpassing the performance of their previously outsourced digital agency's paid efforts.
- Month 3: Developed a comprehensive digital marketing funnel strategy with actionable KPIs for long-term execution. Established a roadmap and KPI structure to guide internal marketing over the next 6 months.

Relevant Service: Content Strategy & Digital Marketing Strategy, Content Creation, Content Funnel.

Joyce Tsang Content Marketing ROI with website traffic

Content to increase Website Traffic

Many clients have the misconception that Google search ads are the solution to their weak corporate website. Instead, they have simply been focusing on the wrong metrics.

At Joyce Tsang Content Marketing, we can help websites regain their health by creating effective social-to-website CTAs with relevant content.

In turn, you can see our efforts have resulted in a decrease of 24% in bounce rates and an increase of 60% average engagement time. Not to mention, it has achieved 57% higher conversion rate than paid efforts.

Joyce Tsang Content Marketing ROI with lead generation

MQL Lead Generation

Most of our clients do not have a funnel, but that does not stop us from helping them with lead generation. We have successfully been able to push down CPL dramatically with our content, consistently achieving CPR on Facebook at around HKD $40 only*.

*Prior and during iOS14 changes in 2021

Startup

Case Study 2: MPower Technologies

Client and Industry: Conversational Commerce Platform

Starting Problem: The startup struggled with inbound lead acquisition despite having an experienced sales and BD team. Constrained by startup resources, they required strategic brand positioning and integrated execution.

What JTCM Did: Integrated into the startup via a Fractional CMO service to establish full-funnel content marketing.

Measurable Outcome:
- Month 1: Produced strategy-driven content across key channels. Gained 42 new LinkedIn followers, +64.1% increase in page views, and +70% surge in organic reach.
- Month 2: Targeted audience engagement via segmented Email Direct Mail (EDM) and LinkedIn. Increased EDM audience engagement by 76%, generated a segmented list of 73 high-potential MQLs (93.15% open rate), and achieved a 7.2% average LinkedIn engagement rate.
- Month 3: Launched LinkedIn Bottom-of-Funnel (BOFU) campaigns to drive conversion. LinkedIn BOFU campaign achieved HKD $2.84 CPC and 0.8% CTR, yielding a 6.59% full-funnel conversion rate from TOFU to BOFU.

Time Period and Relevant Service: Fractional CMO Service, Full-Funnel Content Strategy, SoT Document.

Joyce Tsang Content Marketing ROI with one month intense program

Landing Page Strategy

By building two targeting lists for one social ad, one Google search ad, and a landing page, we were able to help our client engage new audiences, effectively driving them from social to landing to purchase at just around HKD $73/ lead. 46% of those leads closed as well, driving the client's sales up by 64% that month.

The program also increased the average time spent on the website, indicating the content has successfully attracted and added value to the audiences.

Content Strategy Impact

The statistics showcase the difference a content strategy makes, based on content released just a month apart.

Not only does relevant content drive 45% increase in reach and impression, but it is also the most effective at strengthening engagement rate, resulting with a whooping 343% increase, equipping the business to explore new potential grounds.