From Credibility Gap to Growth Plan: Inside Twelfth XII's Marketing Strategy Session
Twelfth XII came into this session with real momentum and a trust problem quietly holding it back. Here is the plan we built together to close that gap, one step at a time.
The Challenge
AJ Jones, founder of Twelfth XII, came into her strategy session with a business that already had a lot going for it. A loyal social following, a strong product, and a story worth telling.
But when we talked through what was actually working day to day, the picture got more complicated.
Her top goals for the next 90 days were direct:
• Turn her existing following into real traffic and organic reach
• Build stronger credibility signals across her brand
• And fix the underlying issues before putting more money into ads
At the center of it was a credibility gap. AJ knew Twelfth XII had the product to back up its story, but the marketing around it wasn't reflecting that yet.
She had tried cold outreach as a way to grow the business, and it hadn't moved the needle, which left her unsure where to focus next.
The Solution
Fixing the Message Before Scaling the Spend
Before touching ad spend or chasing more followers, we went back to the message itself. Twelfth XII had a real story (built in Detroit, working with real materials) that wasn't showing up where it mattered most: the homepage.
We rewrote the welcome message, added language that reflects the brand's actual values, and made sure the site's tone matched the confident, straightforward voice AJ already uses on social media.
Cleaning Up the Technical Foundation
A strong message doesn't do much good if the website underneath it is working against you. We ran a full technical audit and found a handful of fixable issues:
• Pages missing search-friendly titles and descriptions
• A Google Business Profile that existed but was never filled out
• And structured data that wasn't set up to help the site show up properly in search results.
None of it required a rebuild, just focused fixes in the right order.
Turning Content Into a Real Growth Engine
Twelfth XII already had an engaged audience; it just wasn't hearing from the brand consistently.
We built a simple content calendar covering Instagram, Facebook, and TikTok, leaning into the founder-led videos that were already outperforming everything else.
We also caught a paid ad issue costing clicks in real time and put a plan in place to confirm tracking before spending another dollar.
What Working With Me Was Like
“I recently had a strategy session with Jennifer and as a small business owner with limited knowledge on SEO and marketing, Jennifer made all the technical jargon easy to understand and connected to things important to me with the business and setup a 30 day strategy to tackle all the tasks I need to address.
I left the strategy session full of confidence and energy in the vision of my company going forward.
Jennifer is a wealth of knowledge with 15 years experience and she uses every bit of it to guide, help, and support the vision for your company so it is no longer just a company vision but one our customers will see and act on.
As a business owner the hardest thing to do is find people that care about your company like you do but with Marie Battle Marketing it is no doubt you are getting a seasoned vet in the marketing game that wants to see you win as if it was her own company and honestly that’s just makes the experience with Marie Battle Marketing so profound.”
Ready to Build Your Own Growth Plan?
A strategy session turns scattered ideas into steps you can actually follow, one at a time.
Take a look at the services that helped Twelfth XII move forward and see what might fit where your business is right now:
Develop a clear, actionable marketing plan that updates messaging to reflect today’s economic climate and ensure these changes align with your goals.
Get professionally designed, ready-to-post social media content so you can stay visible, on-brand, and organized for the month ahead.
Optimize your website and Google Business Profile for long-term growth.
Monthly packages available at several tiers, built to make sure your ad spend is actually working for you.
Get ongoing oversight and hands-on execution across your marketing, so priorities keep moving forward instead of stalling out after the first 30 days.
Whether you’re just getting started or ready to refine an existing strategy, I can help you prioritize what matters most right now.