- A few hundred site sessions a month, social channels with no engagement for days at a time, and search visibility only for the company’s own name.
- Rebuilt the marketing function over twelve months as Head of Marketing: the strategy, search, social and the team to run them.
- 9,200+Peak daily impressions on X, from under 100
- 15%Engagement rate on high-performing LinkedIn posts
- 12 monthsFrom dormant to a functioning marketing operation
In mid-2024, MSquared’s marketing engine had stalled. Despite a groundbreaking product, the company’s digital presence was effectively non-existent. Website traffic had dwindled to a few hundred sessions a month, and social channels were dormant, often registering zero engagement for days at a time.
The brand was invisible to anyone who was not already looking for it. The site ranked only for branded search terms, which meant we were capturing none of the demand in the broader market. The task was to reverse the decline and rebuild the marketing function to drive both brand awareness and qualified lead generation.
What was wrong, and what I did about it
A content engine, then more hands
In August 2024, MSquared’s social presence was effectively dead. Impressions on X were often in single digits and LinkedIn was stagnant. We needed to wake up both the algorithm and the audience without a large paid budget.
I put in place a test-and-learn content approach, moving away from dry corporate announcements towards interactive, value-driven posts. To scale the output I expanded the team in July 2025, bringing in a specialist colleague to raise the production cadence. Between us we turned the channels into active community hubs, taking daily impressions from around 60 to over 9,000 at peak.
A non-branded search strategy
SEO was reactive. The site ranked for “MSquared” and essentially nothing else, so we were invisible to potential clients searching for metaverse infrastructure or virtual event platforms.
I shifted the focus to regular, high-value content targeting non-branded terms: deep-dive articles, technical guides, and “Made with M²” showcases. We began ranking for solution-aware queries, which diversified the traffic mix and started reaching people who had never heard of the company.
What came next
Fixing the foundation was the first year. The second is about compounding it.
Scaling with talent
Consistency is the hard part, so we onboarded a marketing colleague in July 2025. That moved us from fixing to accelerating, roughly doubling content output and making real-time community management possible.
From awareness to revenue
With traffic flowing and the brand visible, the focus has moved to conversion: turning the new audience into a steady stream of qualified inbound leads for the sales team.
| Metric | Figure | What it measures | Basis |
|---|---|---|---|
| Social reach | 9,200+ | Peak daily impressions on X | |
| Engagement | 15% | Engagement rate achieved on high-performing LinkedIn posts | |
| Traffic quality | 10× | Increase in qualified sessions from high-intent channels |
“Under the new leadership, MSquared went from an obscure player with an underperforming website to a recognised name with a vibrant online presence. The strategy paid off dramatically, reversing the prior decline.”
Strategy · Community · Content
Proving a blockchain’s performance claim by breaking it in public
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Read the case studyPlayers onboarded during the testnet phase