From niche to noticed: How United Codes grew their follower count by 31% in one year

Dealing with 1001 things at once

United Codes is one of those companies that quietly powers an entire technical community. Their tools, training, and services are used by Oracle APEX developers around the world, but like many niche software companies, their brilliance wasn’t always matched by their visibility.

But that’s where Jackie made a real difference in the past two years..

Jackie runs marketing and social media on top of being COO. She’s based in Dallas while the rest of the company sits in Belgium and Nepal. Add eight Facebook pages, two LinkedIn profiles, a company page, four X accounts, product launches, events, and customer communication to the mix… and social media becomes just one more spinning plate in a very full airspace.

Yet she did need to keep United Codes visible consistently, intelligently, and without losing hours she didn’t have.

This is the story of how she made it happen.

When expertise alone isn’t enough

United Codes didn’t suffer from a lack of ideas or a lack of expertise. Instead, they needed help managing multiple social media accounts and developing a more effective strategy for marketing content across various channels.

But no one in the company had a marketing background or any experience in it.

And since they work in a niche where content is difficult to produce and even harder to keep fresh, they really needed to do it right and understand what content resonates with their audience.

So Jackie faced a lot of challenges:

Creating content. Keeping it varied. Knowing what to post, where to post, and how often...
It felt like a full-time job she didn’t have time to take on.

How Willow made the difference

Willow isn't about pushing sales. It’s about building organic visibility, nurturing reputation, and helping busy teams communicate their expertise without burning out.

It aligned nicely with their challenges and for someone juggling operations, teams, marketing, planning, launches, and communication, Willow was the solution to simplify it all.

• A tool that suggests content when inspiration runs dry
• A clear, visual calendar to see all channels and posts in one place
• A library to recycle their best-performing content without friction
• Analytics and link tracking to see what content is working.
• Social media coaching sessions that help her think strategically

Focusing on content that works

Before Willow, United Codes had too much content: Different tools. Different product launches. Different events. Tons of potential posts. But there was no structure.

Willow’s social media coaching sessions helped translate all that content into a consistent rhythm of videos, webinars, carousels, product updates, text posts, and educational pieces.

And with the calendar view, Jackie finally had one place where everything clicked together. She could easily see if she was maintaining a healthy content mix and which posts were going out where.

“Besides the 1-on-1, my favorite part is the calendar view. That is my daily dashboard of what is going on and upcoming - it is constantly open in my browser for easy access. From there, it’s super easy for me to manage content for multiple accounts and create and post content across multiple social media platforms”

Results to be proud of

LinkedIn soon became the main focus, while other platforms still mattered in a supporting role. X remained important for their developer audience and Facebook for niche groups.

The numbers clearly show that this approach worked. They started reaching the right people, consistently and with purpose. 

Over the past year, their LinkedIn presence grew by 31.21%, adding 308 new followers in a niche where every new connection is valuable. Their content generated 81,083 impressions (+11.75%) and 6,085 engagements (+14.68%), proving that the right message delivered consistently truly resonates.

With 95 LinkedIn posts out of 251 total posts across all channels, they created a steady rhythm without burning out. Their top posts drove hundreds of clicks (some hitting 150+ link clicks in a single update). Even better: United Codes regularly reaches 100+ engaged viewers per LinkedIn post, a strong indicator that their audience is not only growing, but paying attention.

These aren’t vanity metrics. They’re proof that their expertise is now seen, heard, and acted upon. Their updates no longer disappear. Their product launches don’t get lost. Their community stays informed, and their brand stays top-of-mind.

“We are definitely more visible now than we were before we started using Willow’s strategies. One thing that is not visible via Willow, but has definitely benefited, is our YouTube Channel audience. With one of our strategies being video content, funnelling our posts to YouTube has helped us grow our channel tremendously.”

The transformation behind those numbers

With Willow, Jackie went from randomly squeezing in posts between a dozen responsibilities to having more clarity and control (while still juggling a dozen of responsibilities). The content calendar gave her a birds-eye view of every channel, and coaching sessions helped her build a strategic mix.

“As a company with no real marketing experience, I have learned quite a lot from my sessions with Kjell. Whether he has a specific topic to cover or we are brainstorming how to make my content better, I always come away from the sessions with something actionable.”

Thanks to clear oversight and real data, Jackie can now also show what works, and make better content decisions in the future. 

After two years with a Willow Kickstart plan, they’re still more than happy and set to start their third year with us. Perhaps we’ll see them add a few more channels?

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