Mike Straza | Fractional COO Case Study

Executive Summary (60-Second Read)

The Problem:

Michael Straza, an operations expert, spent years writing insightful LinkedIn articles that generated zero inbound leads. Despite his expertise, his text-based content blended into the noise, failing to build the necessary trust to drive business.

The Solution:

In June 2023, Mike partnered with CLEAVER Creative to pivot from text to video. He replaced static articles with authentic, face-to-camera storytelling that humanized his brand. The strategy focused on the "Know, Like, Trust" factor—using personal stories (like his "Sandwich Shop" marketing epiphany) to make his advice relatable and accessible.

The Results:

The shift transformed his network from passive readers into active advocates.

From Zero to "Constant Stream": Mike went from hearing crickets to receiving a steady flow of inbound messages and referrals citing his videos.

Tangible Revenue: The increased visibility and trust directly contributed to winning a $30,000 contract.

Deep Connection: Video accelerated relationship-building, proving that while text informs, video sells the person behind the expertise.

Full Case Study: From Stagnant Articles to Inbound Revenue

Michael Straza, an operations expert and COO advisor, had been active on LinkedIn for some time prior to mid-2023. His primary strategy involved creating and sharing written articles focused on operations tips, business advice, and industry insights. Despite consistent effort, these posts generated minimal engagement—no significant inbound messages, referrals, or business opportunities. Mike's content, while informative, blended into the sea of text-based updates on the platform, failing to build meaningful connections or drive results. This lack of traction highlighted a common challenge for professionals: written content alone often struggles to cut through the noise in a fast-scrolling feed.

The Challenge

In a competitive LinkedIn landscape, where users are bombarded with articles and static posts, Mike needed a way to stand out, foster trust, and accelerate relationship-building. The goal was to shift from passive content creation to a strategy that actively drew in his network, positioning him as a go-to expert in operations and business growth.

The Solution: Pivoting to Video with CLEAVER Creative

In June 2023, Mike partnered with CLEAVER Creative, a video production agency led by Chris Weiher, to revamp his content approach. Instead of relying solely on articles, they introduced short, engaging videos tailored to LinkedIn's audience. These videos covered similar topics—operations advice, COO insights, and business strategies—but delivered them in a dynamic, personal format. Key elements included:

Authentic Storytelling: Videos featured Mike sharing real-world tips in a conversational style, often drawing from personal experiences like his "King's Sandwich Shop" epiphany about simplifying marketing by writing for one real person.

Hashtag and Call-to-Action Integration: Posts incorporated targeted hashtags like #AskMike, #COOAdvice, and #VideoStrategy2024 to boost visibility, along with direct invitations for discovery calls.

Focus on "Know, Like, Trust": The video format allowed viewers to see Mike's personality, hear his voice, and connect on a human level, building rapport faster than text.

This shift emphasized video's ability to humanize content, making it more relatable and shareable.

Results

The impact was immediate and sustained. Since launching the video series:

Inbound Engagement Surge: Mike began receiving a "nearly constant stream" of messages and referrals from his network, with many citing the videos as the direct reason for reaching out.

Network Growth: Referrals led to new client inquiries and collaborations, turning passive viewers into active advocates.

Quantitative Metrics: The featured LinkedIn post about this success garnered reactions, comments, and discussions, amplifying visibility. Overall, video content outperformed articles by fostering deeper connections.

Business Outcomes: By 2024, Mike's enhanced personal brand translated into tangible growth, including expanded advisory opportunities and stronger professional relationships.

Compared to the pre-video era of zero results from articles, this represented a complete turnaround, proving video's efficiency in achieving the "Know, Like, Trust" factor.

Lessons Learned and Recommendations

This case demonstrates that while articles have value for SEO and thought leadership, video accelerates trust-building in social platforms like LinkedIn. Key takeaways:

Personalization Wins: Content that shows the human side (e.g., real stories like sandwich shop insights) resonates more than generic text.

Strategic Pivot: If traditional methods aren't yielding results, experiment with multimedia—start small with weekly videos.

Measure Beyond Metrics: Focus on qualitative outcomes like referrals and tangible wins like the $30,000 contract over just likes or views.

Partner for Expertise: Collaborating with specialists like CLEAVER Creative can fast-track production quality and strategy.

For professionals like Mike, adopting video isn't just a trend; it's a proven accelerator for business growth. If you're stuck with underperforming articles, consider this pivot—schedule a discovery call to explore video strategies for your brand.