From Biochemistry Student to Building Dani Digital: Danielle Theobald on Scaling to 65 Million Monthly Impressions, Why She Guarantees Results or Clients Get Their Money Back, and Building Marketing Funnels That Turn Vanity Metrics Into Revenue

Danielle Theobald knows the difference between chasing viral content and building a business that actually makes money. As Founder and Director of Dani Digital, she's built a social media marketing agency achieving 65 million monthly impressions and generating $4M+ revenue for clients in 2023 (plus $10M+ through paid ads). The agency has created hundreds of viral videos with clients featured on major news outlets, working with 10+ multi-billion dollar companies and 150+ small to medium businesses worldwide. But Danielle's approach isn't about vanity metrics—it's about building "unbreakable marketing funnels with no leaks" that turn social media views into genuine brand growth and sales.

Before founding Dani Digital, Danielle earned her BSc in Biochemistry with Honours, bringing a data-driven, scientific approach to social media strategy. Today, she runs multiple successful ventures: Dani Digital (the agency), XOXO Sets (her e-commerce store), and offers personalized 1:1 coaching for businesses and social media managers. She co-hosts the 2 Gals 1 Planner podcast and is launching a Pinterest Blueprint Course. Her team of 10+ in-house creators specializes in various niches, delivering content within one working day with unlimited revisions, focused on quick action, quick results, and constant testing.

Danielle's positioning is unapologetically specific: she specializes in scaling health and wellness brands to seven figures with Instagram and Pinterest strategy, guaranteeing 1M+ impressions in 90 days. Her framework is simple but bold—she offers a 3-month trial on a rolling monthly retainer (the "testing period"), and if clients stay longer, she provides a reduced fee with a metric guarantee (e.g., guaranteed 200% increase in impressions month on month, or they get their money back). She doesn't negotiate on price, doesn't work with platforms she hates (TikTok and ads), and believes "many gurus in the SMM space are fake and don't actually know how to grow accounts"—so she guarantees she'll deliver.

Here, Danielle breaks down how she scaled from content creator to agency founder without getting commoditized in the crowded social media marketing space, and why being true to yourself (including what you refuse to do) matters more than following every "how to get your first client" tutorial online. She explains her framework for building marketing funnels that flow from viral content to follow to webpage to purchase—not just chasing views. And she shares her fail-proof method for diversifying revenue streams beyond client services: test with your audience, ask what they want, launch it, and if it doesn't work, let it go without drama.

From Content Creator to Founder of 3 Businesses – Building Dani Digital to 65 Million Monthly Impressions

You're an entrepreneur running three successful businesses, with Dani Digital achieving 65 million monthly impressions and generating $4M+ revenue for clients in 2023 (plus $10M+ through paid ads). You've worked with 10+ multi-billion dollar companies and 150+ small to medium businesses worldwide. For female founders building service-based businesses in the crowded social media marketing space, how did you scale from content creator to agency founder without getting commoditized? What made you confident you could compete against massive marketing agencies, and what's your framework for pricing and positioning services to attract both enterprise clients and SMBs?

In today's world it's very easy to get lost in the marketing and SMM space. We all know that you have to have a USP to make you stand out, but it goes beyond what you can ChatGPT. What is your personality like? What channels do you have a passion for? Don't be afraid to say you don't like something. I hate TikTok, I hate ads. I simply won't work with them, because I know that I won't do my best work. When you're true to yourself rather than following all the content online telling you 'this is how you get your first client' 'this is how to make $5k/month as an SMM' - only then will you start to see real growth, trust me!

My framework is very simple, and I also don't negotiate. I know my value and businesses can take it or leave it. I offer a 3 month trial on a rolling monthly retainer, which I call the testing period. We test lots of content types, content pillars, but also the relationship with the client. If I like the client, I offer them a longer contract on a reduced fee with a metric guarantee (eg - guaranteed 200% increase in impressions month on month, or you get your money back). That way it's a win-win. I get a stable retainer, the client gets guaranteed results. Many gurus in the SMM space are fake and don't actually know how to grow accounts - this immediately sets you apart because you're guaranteeing that you will deliver. The client simply can't say no!

Question 2: Creating Viral Content That Actually Drives Revenue – Beyond Vanity Metrics

Dani Digital has created hundreds of viral videos with clients featured on major news outlets, but you emphasize going "beyond vanity metrics" to implement sales funnels and drive real revenue growth. For female founders trying to leverage social media for business growth (not just likes), what's your framework for turning viral content into actual sales? How do you advise founders to balance creating content that algorithms love with content that converts, and what are the warning signs that a founder is wasting time chasing virality instead of building a business?

The only real trick to turn vanity metrics and numbers on social media to dollars in the bank is to build an unbreakable marketing funnel with no leaks. Rather than thinking 'how can I get this video to go the most viral?' you should be thinking 'how will I flow the content and channel mix so that person A sees the content, then clicks follow, then looks at the webpage, then ultimately buys?'. There's a HUGE difference, and focusing on the latter one will guarantee you constant business and referrals rather than chasing potential clients.

Question 3: Building "The Entrepreneur Incubator" and Offering 1:1 Coaching – Scaling Beyond Client Services

Beyond Dani Digital's agency work, you run The Entrepreneur Incubator on Discord (connecting business owners with resources and collaboration), offer personalized 1:1 coaching for businesses and social media managers, co-host The Social Coffee Break podcast, and you're launching a Pinterest Blueprint Course. For female entrepreneurs who've built successful service businesses and want to scale beyond trading time for money, what's your advice for diversifying revenue streams without spreading yourself too thin? How do you decide which opportunities to pursue (courses, coaching, communities) versus which are distractions from core business growth?

Simple - test!! Test things with your audience and most importantly ask. You don't know what your community wants (and is willing to pay for) until you gather the data. Launch something and if it doesn't work, let it go. It's not a big deal, and I don't know why everyone makes it out to be. If it works, great! Refine and make it even better then charge a higher price point than before. You literally can't go wrong when you ask for customer/community insights and then follow the data through testing - it's a fail-proof method.

Are you a woman leader with an inspiring journey to tell? Founded by Women is on a mission to elevate and amplify the voices of women making an impact.

If you're breaking barriers, driving change, or paving the way for others, we’d love to feature your story. Get in touch with us today!

👉 hi@foundedbywomen.org