Organic social media marketing builds audiences, generates leads, and grows your business without ad spend. Here’s what it is, how it works, and whether it’s the right strategy for you.
The 2 Strategies every biz should have | My Favorite Case Study | Fractional CMO
The two social media strategies every business should have
Two Accounts. One Strategy. Twice the Growth.
Most businesses treat social media as a single entity, one account, one voice, one feed. The brands growing fastest right now are doing something different. They’re running two strategies simultaneously, and doing it intentionally.
One account for the business. One for the founder.
Your business account is your brand. Polished, consistent, built to convert. Your founder account is your story. The personality, the opinions, the human being behind the logo.
These aren’t competing accounts. They’re complements.
People don’t buy from businesses anymore. They buy from people they know, like, and trust. But they also want proof the business is credible. Two accounts let you deliver both without forcing either one to carry the full weight.
Cross-posting and collaborations are where the growth happens. When you cross-post between accounts, you introduce each audience to the other. When you collaborate, both accounts gain visibility and the algorithm rewards both. One post. Two audiences. One growing community.
If you’re only running one account, you’re doing half the work for half the result. Let your audience see the full picture, the brand they can trust and the founder they want to follow.
My favorite case study to date!
A Caribbean real estate company came to us five months ago with a problem most businesses quietly accept as normal, they were posting consistently and nobody was closing from their social media.
Their 90-day baseline told the story: 5,967 total views, 2,497 accounts reached, and a trickle of 23 new followers in a single month.
Today that same account just crossed 1.96 million views on a single reel.
No paid promotion. No influencer partnerships. No viral luck.
Just a tested content strategy built on our Instagram Trial Reels Viral Framework – and five months of executing it.
Here is what changed in 30 days once the framework kicked in:
Views jumped from 5,967 to 540,073
Accounts reached grew by 6,772%
1,058 new followers in one month
Facebook cross-posting added 2 million more views and 5,321 new followers – a 16x growth in net followers
271 Agent Referrals in less than 5 days
That is what a tested strategy does. It does not leave results to chance.
If your Instagram is active but invisible, this is the framework that changes that. We use Trial Reels to test content with cold audiences before building your strategy around it – so when you commit to a content direction, you already know it works.
The full case study is coming to the website soon. In the meantime, if you want to know what this could look like for your business, let’s talk.
Do you have a system in place to handle 271 Referrals? I built that too!
I’m currently offering a FREE Strategy Session. BOOK HERE!
Fractional CMO what is it and who needs one.
If you’ve been wondering whether your business needs serious marketing leadership but can’t justify a six-figure executive salary, you’re asking the right question.
The answer might already exist, and it’s called a Fractional CMO.
We’ve built out a full resource library to help you understand exactly what this role looks like, what it costs, and whether it’s the right move for your business right now.
Start here:
What Does a Fractional CMO Actually Do? It’s more than strategy decks and big ideas. Here’s what the role really looks like inside your business. [Read More]
How Much Does a Fractional CMO Cost? Pricing ranges vary widely. Here’s what drives the difference and what you should expect to pay. [Read More]
5 Signs Your Business Is Ready for a Fractional CMO Not every business is at the right stage. Here’s how to know if the timing is right for you. [Read More]
Fractional CMO hiring guides Everything you need to know to hire right for your company. [Read More]
You are the magic the world needs, especially in your business you fuel it. How do you feel about what you are feeding your business and yourself.
Leslie Lyon
p.s. If you have a question, those are my absolute fav and that is how I literally make most of my content from FAQ’s.
Content Marketing Trends, Video Frameworks & Instagram Resources | March 2026
Content Marketing Trends, Video Frameworks & Instagram Resources | March 2026
Welcome back to Market like a Lyon
This round we are covering:
Published Features in Marketer Mags.
4 Types of Instagram Video for Trial Reels
Instagram Trial Reels Resource Library 411
If you are curious about archived editions you can find those here.
Marketer Magazine Expert Feature (Content Marketing Trends): 📣 I was honored to be featured alongside 24 powerhouse marketers in Marketer Magazine, here’s the Instagram Trial Reels insight I shared that’s quietly changing the game in 2026.
Read the full story here p.s. I am the very last one.
Marketer Magazine Expert Feature (Content Marketing Trends): 📣 I was honored to be featured alongside 24 powerhouse marketers in Marketer Magazine, here’s the Instagram Trial Reels insight I shared that’s quietly changing the game in 2026.
Read the full story here p.s. I am the very last one.
Part 2: 4 Types of Videos and 3 Types of Pitches for your Trial Reels.
📹 Not all video content is created equal and your feed knows it.
If you’ve been rotating through Reels hoping something sticks, this is your sign to stop guessing and start testing with a system.
My latest deep-dive breaks down the 4 types of video content that consistently perform in Instagram Trial Reels:
Talking Head
B-Roll
Tutorial and
Storytelling
Plus the 3-Pitch System that lets you build trust AND drive conversions without burning out your audience.
The data doesn’t lie:
Tutorial videos are hitting 78-85% completion rates.
Talking Head videos are generating the highest profile click-throughs.
And the businesses rotating all four strategically? They’re not posting more they’re posting smarter.
👉 Read the full framework here → [4 Types of Video]
If Your Video game is less about the edits and more about what you are delivering you will succeed on Instagram, especially if you loop in Trail reels.
I'm super excited to Announce my Instagram Trial Reels Viral Framework and Resource Library
🏗️ Speaking of systems… I built you one.
If you’ve been reading my content and thinking “okay but where do I actually start” I hear you. That’s exactly why I created the Instagram Trial Reels Viral Framework, and it’s now live.
This isn’t a tips page. It’s the full blueprint the exact 4-phase system I use to take brands from posting-and-praying to running a self-feeding Instagram engine that compounds over time. Brand audit. Data-driven testing. A 6-12 month strategy built from YOUR results. And execution options that work for your bandwidth, whether you want us to run it, train you, or both.
👉 See the full framework here → [Did someone say VIRAL]
And while you’re there, don’t miss the Complete Instagram Trial Reels Resource Library sitting right on that page.
It’s everything from “What even ARE Trial Reels?” all the way to hooks, templates, metrics benchmarks, and how to turn Instagram into your entire sales funnel.
All in one place. All free.
📚 Start with whatever you need most: → Just getting started? What Are Instagram Trial Reels and How They Work → Ready to optimize? Trial Reels Metrics: What Good Performance Actually Looks Like → Need content ideas? 25 Hooks + 10 Templates
I’m currently offering a FREE Strategy Session. BOOK HERE!
Next newsletter, we are doing a deep dive into:
The two, yes two social Strategies everyone needs.
Case Study of how Organic Social is always the answer.
Why your email list isn’t being fully used and how to shift that.
Every day we speak life into tomorrow make it magical.
Leslie Lyon
p.s. If you have a question, those are my absolute fav and that is how I literally make most of my content from FAQ’s.
If someone sent you this email and you would like to subscribe, DO IT!
How to Evaluate a Fractional CMO: 10 Questions to Ask Before You Hire
Not sure how to choose the right Fractional CMO? These 10 questions cut through the noise and help you find someone who will actually deliver, not just sound good in a call.
Fractional CMO for Startups: A Realistic Guide for Every Stage
Should your startup hire a Fractional CMO? This guide covers what they do at each stage, what it costs, what to expect, and when the timing is actually right.
What Does a Fractional CMO Really Do? (A Realistic Overview)
Wondering what a Fractional CMO actually does day to day? This breakdown covers what they own, what they don’t, how it varies by industry, and what to expect month by month.
5 Signs Your Business Is Ready for a Fractional CMO
Not sure if you need a Fractional CMO? These 5 signs point to a marketing leadership gap — and a practical checklist to help you decide before you hire.
How Much Does a Fractional CMO Cost? (Honest Breakdown)
Fractional CMO pricing ranges from $3,000 to $15,000/month. Here’s what drives the cost, what’s included at each level, and how to evaluate ROI before you hire.
Fractional CMO Guide: Everything You Need to Know Before You Hire
Thinking about hiring a Fractional CMO? This complete guide covers what they do, what they cost, when to hire one, and how to find the right fit for your business.
Social Top of Funnel, Buyers Shortlist, & Keeping Your Vibes High
Remember when social media was just “top of funnel awareness”? Post content → Hope people see you → Maybe they’ll find your website → Eventually buy something
Those days are over.
My actual Instagram sales process:
Create engaging content
They engage and follow my call to action
Call to action leads them to more of me
They either book a sales call or DM me → I close
Real estate example:
Post a property or engagment content
Client engages
Ends up on email list
Still comes back to DMs to discuss logistics
RE has a longer close cycle but this process keeps you on their short list.
See below for explainer on shortlist importance.
Why do they always end up in DMs? They want to build a relationship with who they are buying from.
Even with email lists, funnels, and fancy automation, they come back to Instagram DMs because that’s where the real conversations happen.
Instagram isn’t just awareness. It’s discovery, nurturing, AND closing.
Stop thinking 2018. Start selling 2026.
Let me tell you about the deal you lost three months ago.
You know, the one you don’t even know about yet.
The prospect who’s currently building a mental shortlist of vendors they’ll consider when they’re ready to buy. The one who’s scrolling LinkedIn, asking peers for recommendations, and quietly evaluating who they trust.
Here’s the uncomfortable truth: by the time they reach out to you, the decision is basically already made.
The Research That Changes Everything
A study from Bain and Google (published in Harvard Business Review) found something that should make every business owner pay attention:
📊 80-90% of B2B buyers already have a shortlist of three vendors before they even begin formal research
📊 90% of purchases are ultimately made from that original “day one” list
Even more striking? Research from Wynter and Omniscient tracking 100 real B2B buying decisions shows:
📊 92% of buyers remain entirely within their initial shortlist
📊 61% of buyers already have a single preferred vendor selected before any formal evaluation begins
Translation: If you’re not on their radar early, you’re not in the running.
So How Do You Get On The Shortlist?
The research identified three key factors that put vendors on the “day one” list:
1. Previous Positive Experience They’ve worked with you, seen your work, or followed your content over time.
2. Peer Recommendations Someone they trust has mentioned you. Word-of-mouth still reigns supreme (58% of buyers say peer recommendations matter most).
3. Strong Digital Presence Your website, your content, your visibility—all of it contributes to whether you make the cut.
But here’s what the research doesn’t explicitly say (but I will):
The real differentiator is personality + a distinct point of view.
That’s what separates you from every other expert saying the same things. It’s what makes you memorable in a sea of sameness. It’s why someone remembers YOUR name when they finally decide they’re ready to buy.
What This Means For Your Business
Stop thinking about “generating leads” and start thinking about “building awareness.”
Stop optimizing for the moment someone fills out a contact form and start showing up consistently long before they know they need you.
Stop being another voice in the crowd and start having a distinct POV that people remember.
Because 97% of buyers will check out your website during their research. 78% will shortlist only 3 vendors. And if you’re not already in their awareness, you won’t make the cut.
The game isn’t won when they reach out. It’s won in the months before, when they’re quietly building their list.
The state of the world and your impact
t is safe to say the world feels heavy right now.
Most of us are carrying more than we let on.
I won’t pretend global or national events don’t affect me, they do. But I’m also aware that not every hardship lands on me in the same way it lands on others.
Over the years, I’ve learned that I don’t always need a microphone or a megaphone to live my values.
Sometimes, the most meaningful form of resistance is staying whole.
Refusing to become fragmented, hardened, or consumed by polarization.
I know this: I am no good to anyone if I allow fear, anger, or constant crisis to take me offline emotionally.
What I can do is remain available. Grounded. Compassionate. Clear.
When I’m needed, truly needed, I show up.
And when I’m not, I keep living in a way that reflects what I believe.
That’s how I protect my energy.
That’s how I stay useful.
That’s how I ensure I can make an impact when it is most needed.
I know sometimes it feels weird to keep promoting your business when some things in the world weigh us down. In truth you are supporting in the ways you can until called in another way.
So this is my encouragement that your resistance may not feel like enough but it is resistance none the less.
I’m currently offering a FREE Strategy Session. BOOK HERE!
Next newsletter, we are doing a deep dive into:
Instagram Trial Reels Resource Library
Top 4 Types of Reels for Instagram
Why everyone complicates viral content
Every thought is creating your reality, make sure you love what you are creating.
Leslie Lyon
p.s. If you enjoyed this, let me know.