Building Community Over Followers: The Key to Business Success On and Off Social Media
Real social media success isn’t about numbers—it’s about building a loyal community that trusts and connects with you.
By Kristina Bartold-Sorgota
It's easy for business owners to get caught up in the numbers game, obsessing over follower counts and engagement metrics. However, as a social media expert and the CEO and Co-Founder of social media and podcasting agency The Social Snippet, I've learned that the real secret to success on social media lies in building a strong online community. It's not about posting and ghosting; it's about nurturing relationships with your followers, engaging with their content, and adding value so that you become the go-to person when they're ready to make a purchasing decision. Let's dive into why community matters more than followers and how you can cultivate a thriving digital community.
The Algorithm: Friend, Not Foe
Many business owners view the algorithm as this mysterious force that works against them. When a post underperforms, it's tempting to blame the algorithm. However, understanding that the algorithm aims to show your content to the most relevant audience can shift your perspective. The key is to create content that resonates with your ideal clients, optimizing your profile for clarity and searchability, and ultimately breaking through any algorithm woes.
Optimizing Your Profile for Community Building
The foundation of building a community starts with your profile. When potential followers land on your page, you have just a few seconds to make an impression. Here's how you can make those seconds count:
Clear and Searchable Username: Your username should be easily searchable and reflective of your business or personal brand. Avoid unnecessary characters or complex spellings that might make it difficult for people to find you.
Search-Friendly Display Name: Think about what your ideal clients would search for when trying to locate services or products like yours. If you offer social media marketing services, include that in your display name to increase discoverability.
Memorable Profile Photo: Use a clear, recognizable photo that represents your brand. Whether it’s your logo or a professional headshot, consistency is key.
Engaging Bio: Your bio should succinctly explain who you are, what you do, and how you help your audience. Include a call-to-action and a link to your most important offerings or content.
Pinned Posts: Utilize pinned posts to introduce new visitors to your services or showcase your most valuable content. This can serve as a quick guide to what your page is about and how followers can engage with you.
Knowing Your Ideal Client
Getting clear on your ideal client is essential. Understand their needs, challenges, and the type of content they may resonate with. This knowledge allows you to create content that speaks directly to them, adding value in a way that builds trust and loyalty.
Creating Valuable Content
Value-driven content is the cornerstone of a strong community. Here are a few tips to ensure your content resonates:
Educational and Entertaining Content: While educational content is vital, don't underestimate the power of entertainment. Mixing tutorials with behind-the-scenes glimpses or day-in-the-life posts can keep your audience engaged.
Speak Their Language: Avoid industry jargon that might confuse your audience. Use simple, relatable language that your ideal clients can easily understand.
Focus on Authenticity: Authenticity is more appealing than perfection. Share real, unpolished moments and be transparent about your journey. According to a 2024 survey conducted by Hootsuite, 56% of consumers think brands need to be more relatable. This relatability builds a deeper connection with your audience.
Engaging with Your Community
Engagement is a two-way street. It's not enough to post content and disappear. Here’s how to foster real connections:
Comment and Respond: Engage with your followers by responding to their comments and questions. Show them that you value their input and appreciate their support.
Engage with Their Content: Spend time liking, commenting, and sharing content from your community members. This not only shows support but also increases your visibility.
Host Live Sessions: Live sessions are a great way to interact with your audience in real-time. Use these sessions to answer questions, share insights, and foster a sense of community.
Cross-Pollination and Collaboration
Collaborating with other businesses or influencers who share your target audience can significantly expand your reach. Here’s how:
Identify Power Partners: Look for businesses that complement, rather than compete with, yours. For instance, a social media manager might partner with a web designer.
Collaborative Content: Host joint live sessions, co-create content, or feature each other in posts. This introduces your community to new, valuable resources and vice versa.
Measuring Your Success
Regularly reviewing your analytics is crucial to understanding what works and what doesn’t. In fact, according to a Sprout Social poll, 85% of executives believe that social data will become a primary source of business intelligence over the next few years. So, track your engagement metrics, identify top-performing content, and adjust your strategy accordingly. Remember, not every post will be a hit, but each one provides valuable insights that extend beyond social media.
The Power of Relationships
At the end of the day, social media is meant to be social (shocker, right?). So, building a community based on trust, engagement, and genuine relationships will always outperform a large but disconnected follower count. A study by Deloitte found that 78% of consumers were more likely to remember companies that exhibit a strong purpose. By focusing on adding value, being authentic, and actively engaging with your audience, you position yourself as a trusted resource, ensuring that you are the first person they think of when they need the services you offer.
If I could leave you with one key piece of advice, it would be this: Don't get caught up in the follower count. Instead, focus on cultivating a community of engaged, loyal followers who view you as a valuable and trusted part of their lives. This approach not only strengthens your social media presence but also drives meaningful business results offline, too.
How Podcast Guesting Can Supercharge Your Community
Podcast guesting is your secret weapon for amplifying your influence and showcasing your expertise. With over 164 million Americans tuning in, it’s a prime platform to reach new audiences and build authority.
Feeling pulled to expand your professional influence and showcase your expertise? Podcast guesting is a powerful yet underutilized strategy that I believe can help you achieve both at once. As the CEO and Co-Founder of social media and podcasting agency The Social Snippet, and a podcaster myself on the Community podcast, I've seen first hand how being a guest on podcasts can significantly boost your network, build authority, and open doors to new opportunities. Whether you're an entrepreneur, a business owner, or a professional looking to advance your reach, here’s how you can leverage podcast guesting to build your community.
Why Podcast Guesting Matters
There’s no denying that podcasts have surged in popularity, with over 164 million Americans tuning into them regularly. Needless to say, this medium offers a distinct platform to get into new people’s ears and reach a highly engaged audience. As a podcast guest, you can:
Showcase Your Expertise: Share your knowledge and experiences on a podcast to establish yourself as an authority in your field.
Expand Your Reach: Podcasts have dedicated listener bases. By guesting, you borrow these audiences, many of whom might not be familiar with you or your work.
Build Relationships: Podcast hosts often have extensive networks. Building a rapport with them can lead to further opportunities and introductions to key figures in your industry.
How to Get Started with Podcast Guesting
If you're brand new to podcast guesting, I know that the idea of getting on a podcast might seem daunting. Here are some practical steps to help you get started:
1. Leverage Your Existing Network
Start by reaching out to people within your network. You’ll be surprised how many colleagues, friends, or acquaintances either have their own podcasts or know someone who does. Here’s how to do it:
Let your network know you’re interested in guesting on podcasts and ask if they have any recommendations.
Be clear about what topics you can speak authentically on and how your insights can add clear value to a podcast’s audience.
2. Use Podcast Guest Matching Platforms
Platforms like MatchMaker.fm are designed to connect podcast hosts with potential guests. Create a compelling profile that highlights your areas of expertise, past speaking engagements, and what you can bring to a podcast.
3. Join Relevant Facebook Groups
There are numerous Facebook groups dedicated to podcasting. Join groups like "Podcast Guest Collaboration Community" or "Podcasts We Listen To." These groups often have threads where hosts are looking for guests or where you can pitch yourself.
4. Identify Power Partners
Power partners are individuals or brands that share a similar audience but are not direct competitors. Collaborating with power partners can be mutually beneficial. Here’s how to find them:
Attend industry conferences, webinars, and networking events to cross paths with potential partners.
Follow and engage with individuals and brands on platforms like Instagram and LinkedIn. Look for those who share valuable content related to your niche.
Use directories like Spotify or Apple Podcasts to find shows that align with your expertise and target audience.
5. Craft Your Pitch
Once you’ve identified potential podcasts, it’s time to craft your pitch. Here are some tips for creating a compelling pitch:
Address the host by name and mention specific episodes that you’ve listened to and enjoyed.
Explain what insights or experiences you can specifically bring to their audience.
Mention any past podcast appearances, speaking engagements, or relevant achievements.
6. Prepare for Your Appearance
Once you secure a guest spot (yay!), preparation is key to making a great impression when it’s time to record:
Listen to a few episodes to understand the tone, format, and audience.
Outline the main points you want to discuss and how they can benefit the listeners.
Share the episode with your network and on social media to maximize its reach.
The Long-Term Impacts of Podcast Guesting
The benefits of podcast guesting extend beyond the immediate boost in visibility. Here are some of the long-term advantages:
1. Strengthening Your Personal Brand
Regularly appearing on podcasts helps to solidify your reputation as an expert in your field. It builds know, like and trust with both the podcast audience and your own network.
2. Growing Your Network
Every podcast appearance introduces you to a new audience and new potential connections. The relationships you build with hosts and listeners can lead to further collaborations, speaking opportunities, and even new clients or customers.
3. Enhancing Your Skills
Being a podcast guest can finesse your communication and public speaking skills. It teaches you how to articulate your thoughts clearly and concisely, making you a better presenter.
Ultimately, podcast guesting is a remarkable tool for ambitious business owners like you and I, looking to grow their network and establish themselves as industry leaders. By leveraging your existing contacts, utilizing guest matching platforms, engaging in relevant communities, and forming power partnerships, you can achieve a wealth of podcast opportunities. Remember, every podcast appearance is a chance to share your story, connect with new audiences, and further your impact.
I believe that everyone has a podcast in them. So, why wait? You have so much to share. Start your podcast guesting journey today and watch your network and influence expand with every listener. You may even become compelled to start a podcast of your very own some day!
About the Author
Kristina Bartold-Sorgota is the co-founder and CEO of The Social Snippet. She loves helping entrepreneurs and small businesses grow their communities online using social media and podcasting. Kristina has been working in social media almost 10 years as a side hustle, and finally realized it was her passion and calling to pair her extensive experience coaching with her love for social strategy. The Social Snippet was born with her co-founder, Maria, and the rest is history! Kristina spends most of her days recording podcast episodes for the Build Your Digital Community podcast, coaching business owners on how to grow their businesses or hosting events for local female entrepreneurs to grow.
A Solid Digital Marketing Strategy Needs To Have These 7 Elements
In today's rapidly evolving digital landscape, small businesses have a tremendous opportunity to thrive by embracing a digital-first approach to marketing. Companies with digital-first strategies are 64 percent more likely to achieve their business goals than their peers who aren’t, according to Forbes.
With the vast reach and accessibility of the internet, businesses can leverage various digital marketing practices to effectively engage with their target audience and drive growth. So how do you know which marketing practices are best for digital-first small businesses? Here, we’re highlighting strategies that can maximize online visibility, enhance customer engagement, and boost overall success.
But before we dive into it, it’s important to understand what’s driving the shift toward digital-first marketing in the first place. By in large, it’s been fueled by changing consumer behaviors and the increasing reliance on digital channels for information, entertainment, and commerce. Fifty-five percent of consumers polled learn about new brands on social media, according to the social media management firm Sprout Social’s State of Social Media Report.
For small businesses, adopting digital marketing practices is no longer a luxury but a necessity to stay competitive and reach their target market effectively. To establish a strong online presence, small businesses need a well-defined digital marketing strategy. This strategy should align with the business’s objectives and target audience. It should encompass various elements such as search engine optimization (SEO), content marketing, social media marketing, email marketing, and paid advertising (more on all those below).
Essentially, a comprehensive digital marketing strategy serves as a roadmap for small businesses seeking to establish a strong online presence. It involves identifying target audiences, understanding their needs and preferences, and developing tailored marketing approaches. Here are eight best practices to begin implementing now.
1. Optimize for Search Engines
Search engine optimization (SEO) plays a vital role in improving a small business's online visibility. By optimizing website content and structure, businesses can rank higher in search engine results pages (SERPs), driving organic traffic to their websites. Key SEO practices include keyword research, on-page optimization, quality content creation, link building, and website performance optimization. Small businesses should focus on local SEO to target their specific geographic market effectively.
2. Create Content Marketing
Creating and distributing valuable and relevant content is essential for digital-first small businesses. Content marketing helps build brand authority, attract and engage potential customers, and drive website traffic. Small businesses can produce blog articles, videos, infographics, podcasts, and other content formats that resonate with their target audience. Sharing this content across various digital channels, including social media, email newsletters, and industry specific platforms, helps increase brand visibility and generate leads.
3. Engage on Social Media
Social media platforms provide a powerful means of connecting with your target audience and fostering engagement. Small businesses should identify the social media platforms that their key demo frequents and create a strong presence on those platforms. By sharing relevant and compelling content, engaging with followers, and leveraging social media advertising, businesses can expand their reach, build brand loyalty, and drive conversions.
4. Leverage Influencer Marketing
Influencer marketing has emerged as a valuable strategy for digital-first small businesses. Collaborating with influencers in their niche allows businesses to tap into the influencers' established audience and credibility. By partnering with influencers to promote their products or services, small businesses can reach a wider audience, gain trust, and drive sales. One caveat here: It's crucial to select influencers whose values align with the brand and whose followers match the target customer profile.
5. Personalize Customer Experiences
Digital-first small businesses can differentiate themselves by providing personalized experiences to their customers—86 percent of respondents said they'd leave a brand they're loyal to after more than on bad customer experience, according to a survey by the customer engagement platform Emplifi. By leveraging customer data and employing marketing automation tools, businesses can segment their audience and deliver targeted messages, offers, and recommendations. Personalization enhances customer engagement, improves conversion rates, and fosters long-term customer loyalty.
6. Embrace Email Marketing
Email marketing remains one of the most-effective channels for small businesses to communicate with their audience. By building an email list of interested prospects and existing customers, businesses can send targeted and personalized messages. Email marketing enables businesses to nurture leads, share valuable content, announce promotions, and drive conversions. Automation tools like Klaviyo and Mailchimp can streamline the email marketing process, allowing businesses to send automated follow-up sequences and triggered emails based on customer actions.
7. Utilize Data Analytics
Digital-first small businesses should leverage data analytics to gain valuable insights into their marketing efforts. By tracking and analyzing metrics such as website traffic, conversion rates, email open rates, and social media engagement, businesses can make data-driven decisions. This information helps identify areas of improvement, optimize marketing campaigns, and allocate resources effectively. Tools like Google Analytics provide valuable data and reports that enable
By integrating these components, businesses ensure that all marketing efforts are cohesive, well-coordinated, and work synergistically toward achieving their business goals. But it’s also important to recognize that digital transformation is an ongoing journey rather than a one-time project. Small businesses must continuously adapt, evolve, and embrace emerging technologies and trends to maintain their competitive edge in the digital age.
Julie Bowen on Creating a Brand That Attracts Both Moms and Teens
When actress Julie Bowen started chatting with former Condé Nast exec and fellow mom Jill Biren three years ago, the pair bonded over a comical, yet relatable truth: Their tween boys were starting to stink. Bowen—otherwise known as everyone’s favorite TV mom who plays Claire Dunphy on 11 seasons of Modern Family for which she scored two Emmy Awards—found that her twin boys, now 14, and eldest son,16, were using various body care products, yet “coming out of the bathroom dirtier than when they went in,” she shares on the latest episode of WorkParty.
For Bowen, the lack of products on the market for her boys that focus on natural ingredients, while offering a light, fresh fragrance, felt like a white space. She points to the overwhelming scent of napalm and unfavorable chemical ingredients that comprise some popular men’s care products today (which she chooses not to name), and cheekily adds that they “basically promise sex and money” in their marketing campaigns. To fill this hole in the market, Bowen and Biren decided to create a product line of their own.
Today, the concept has evolved into JB Skrub (aptly named for the founders’ initials), a vegan, cruelty-free body wash and skin-care brand for pre-teens and teens. Launched in January 2023 without any outside investors, the company offers a range of body spray, body wash, moisturizer, face wash, and facial toner pads. For the founders, creating the right product was only half the battle; the second biggest focus was ideating a dual marketing strategy that could attract both moms (“the ones with the wallets,” she says) and the kids who are the target consumers.
“[For moms], we wanted to make sure the products were clean and botanical, and dermatologist and pediatrician approved. We wanted the kids to see the bottle and say, ‘That’s cool. I want that,’” says Bowen. The result is fun, vibrant packaging that certainly stands out on the shelves in bright orange, blue, green, and yellow. (It’s also sustainably focused and made from post-consumer recycled plastic.) Even the text catches one’s attention with Bowen’s homegrown motto that reads: “Pits, Nuts, and Butts”—a candid reminder she would give her own sons before taking a shower. The informative humor speaks to both teens and moms.
Of course, having the backing of a big-name Hollywood star brings brand recognition in and of itself, and certainly helps in creating a customer base on social media (Bowen currently has 1.7 million Instagram followers). On the advice of her unofficial focus group—her sons—the brand has also turned to TikTok to attract Gen Z. TikTok has established itself among one of the top online platforms for U.S. teens, ages 13 to 17, according to a recent report from Pew Research Center.
“Through trial and error, we discovered that kids don’t like something that feels really expensive or that’s trying to sell them something. They want something that feels really organic—like me standing there with a sign talking to Harry Styles will get 10 million views, and that was just for funsies. Luckily, for marketing, there is trial and error. We see what hits,” says Bowen.
Tune into Bowen’s episode of WorkParty for more intel on the trials and errors of product creation and marketing, building community and engagement on social media, and future plans for the brand. (Hint: They have Target and Sephora in mind.)
RESOURCES
To connect with Julie Bowen click here
To connect with Jaclyn Johnson click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
OTHER EPISODES YOU MAY LIKE
Tiffany Yu on Combating the Stigma of Disability and Finding Empowerment in Adversity
How Bridget O'Carroll Started Her Own Fitness Business While Still Working Full-Time for Google
How Tieghan Gerard Gained 5M Instagram Followers Without a Social Media Strategy
7 Business Strategies From This Year's Create Cultivate 100 Honorees That’ll Help Set You Apart
The path to success is never linear, and this is especially true for women and femmes in business. Despite the challenges they’ve faced, those honored on this year's Create Cultivate 100 list have achieved remarkable success due to the unique strategies they applied to their business practices.
Ahead, we share some of these approaches that set them apart from the rest and how they apply to entrepreneurs at every stage.
1. Prepare to pivot
Beauty nominee, Amy Liu worked at Smashbox, Kate Somerville, and Josie Maran Cosmetics before striking out on her own to start the award-winning makeup brand Tower 28, which she launched at age 40. Even though it took her 18 years to finally say yes to becoming an entrepreneur—she’d thought about it since she was 28—Liu says she never counted herself (or a career change) out. "Part of manifestation," she says, "is just putting your dream out there."
2. Build intentional partnerships
Climate honoree and sustainability activist Jhánneu Roberts is an expert at this. Roberts partners with like-minded brands, like Bank of the West and Grove Collaborative, that further empower her community to live a sustainable life. When sharing advice for up and coming activists and sustainability creators she says, “It’s not just about reducing waste, it’s also about sustaining yourself.” Later this year, Jhánneu plans to launch a course focused on teaching other creators how to work with brands so that they can continue to build their own businesses, sustainably.
3. Follow your intuition
Content Creator honoree Achieng Agutu, also known as the Tantalizing Confidence Queen, has built an incredible community founded on fearlessness. When it comes to making important decisions, she encourages her followers to look within. "When something is for you, it should feel effortless and there should be no overthinking," she says. “If I don't feel a sense of freedom, a sense of happiness, if the energy is not reciprocated, if there is no sense of I see you and I want the best for you then I am out."
4. See every opportunity as a learning opportunity
Pinky Cole, Food and Beverage honoree and founder of Slutty Vegan, a plant-based burger chai based n in Atlanta valued at $100 million, has 20 new locations set to open after a successful Series A funding round. She acknowledges that expanding requires acknowledging what you don't know, being willing to learn, and not getting comfortable with what you do know. Second only to that, she says, is learning that you will lose people who are valuable to you and the business. But, the most important part is having the emotional maturity to move forward without letting it get in the way of your success.
5. Use representation to tap potential
Finance honoree Simran Kaur, founder of Girls That Invest, aims to make investing more inclusive, starting from an early age. “You cannot become what you cannot see, she says. "More women talking about money or investing is going to encourage more women to come into the door. It feels less intimidating when you know people who look like you and can break down the jargon in ways you understand—without being patronizing. It's about using language and a female-lens that makes it just a wee bit more fun and engaging.”
6. Nurture your interests
Arts and Culture honoree and founder of Utendahl Creative, Madison Utendahl, has been on the founding teams of cultural phenomenons like Last Week Tonight with John Oliver, Refinery 29's 29Rooms and the Museum of Ice Cream. She believes in letting what you love lead you to your true north. “The journey to happiness is lifelong and well worth it,” she says. “I hope all women, especially those in creative spaces, know that they are worth their wildest dreams.”
7. Never stop testing new ideas
As the founder of Poppi, Food and Beverage honoree Allison Ellsworth wants to inspire others to bring out their inner disruptive entrepreneur—and not be afraid to try new things. Case in point: Ellsworth's first foray into TikTok a personal story about why she started her brand after not being able to find gut-friendly beverages, garnered 50 million views and $100K sales. This led to Poppi being the number-one searched beverage on Amazon, free endorsements from celebrity fans like Kendall Jenner and Drew Barrymore, and being named BevNet’s Marketing Campaign of the year. All of which taught Ellsworth a valuable lesson: Never let the fear of trying something new decide your future.
Tune in to this week'e episode of WorkParty where Jaclyn Johnson looks to these inspiring founders to answer some of your most-asked questions about owning and running a business.
RESOURCES
To checkout the full Create Cultivate 100 List click here
To connect with Jaclyn Johnson click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
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How To Pivot Your Social Media Strategy in a Post-Twitter Age
The future of Twitter is either a mystery or a mess—depending on who you ask. Since Elon Musk took over in late October, the platform has lost around one million users, and 50 of its top 100 advertisers have jumped ship. So if you're not quite sure what the social media post-Twitter landscape looks like for your business, don't worry: We phoned an expert in all things scrolling, liking, and retweeting.
Plot twist: Twitter might no really be dead
Leveling Up Your Email Marketing Strategy To Grow An Engaged Email List
Email marketing wasn't always seen as the powerhouse marketing tactic it is today. It’s easy to see why it was often overlooked, being around since the beginning of time (Well, the 90s at least!) It wasn't as nearly as sexy to talk about like TikTok, NFTs, and the Metaverse. But when it comes to hard numbers, email marketing simply converts better than other marketing channels. With analytics baked into email marketing platforms - like open rates, click-through rates, and conversion - it’s super easy to measure, test, pull insights, and optimize.
For growing brands, in particular, email marketing offers a big advantage because you’re delivering your content to an audience that wants it. Unlike other channels, where you’re making bets that someone might like what you have to say, your email recipients have already opted in to receive your content. This means they have a higher likelihood of interacting with content, if it's relevant and compelling.
Having worked with a range of businesses, from founder-led startups to major retailers, to building their brands, here’s some hot tips on how you can create an email marketing plan that grows your audiences, and keeps them coming back for more.
1. Automate, automate, automate.
While sometimes ignored by users of marketing platforms, automation is probably one of the best features of email marketing. Why? Once your automation is set up, a ton of brand engagement and retargeting work is done in the background, while delivering new insights in an always-on capacity.
When we work with new brands, we always look at multiple email marketing “flows” that can be setup separately from the usual daily or weekly branded newsletter. These series of emails are sent automatically at timed intervals and triggered by on-sight user actions. Typical examples include:
A welcome flow for new signups
Post-purchase flow
Abandon cart
Abandon browse
It's helpful to think of email flows as a series of communications that are building a larger narrative arc. For our client The Honeypot Co., we created a post-purchase series, to move customers from purchase to a deeper connection with the “why” behind the brand. From there, we’d encourage them to try additional products, review, and share on the products they had purchased. We kept things interesting by missing up the product-focused emails, brand purpose content, and even added in an emoji-filled story about running out of tampons.
2. Test… but not too much.
Different testing tactics will work better for different brands. Do you have a strong founder story? Experiment with sending emails that come directly from the brand founder. Maybe these are even text only to create the feel of a personal email. Creating urgency with a limited offer, or adding some mystery or intrigue to your email will entice your audience to click through.
You won’t know until you try it out, and testing one tactic against another in A/B testing will give you 1:1 comparisons you can apply to future campaigns. But a word of caution - make sure your tests are set up to give you actionable insights. A/B tests one variable (for instance two different subject lines) at a time, not 10. And pay attention to the cadence of your testing. For Two Blind Brothers, we took the approach of “one big swing” a month. We would do what had worked historically for most of our marketing emails, then try something radically new for a random email.
3. Be reliable, but don’t forget to evolve.
Brand consistency is one thing, but monotony is another. It's easy to get stuck in a rut where brands use the same design templates and subject line conventions for every email. These can start to look like white noise to recipients.
This is especially true if you’re not doing a new product drop every week. When you’ve got a static product line or service offerings, it’s all about repositioning what you have and finding new ways to show the same products. With our client Truffle, a brand that makes sustainable travel bags, they tended only to release a couple of new products a season. Each month we had to get creative using seasonal themes to anchor the brand storytelling, while layering new ways to talk about their core line. We used influencer content to curate edits of products, travel stories that contextualized the products, and reviews from happy customers to bring in personal experiences.
About the author: Katie Klencheski is the Founder and Creative Director of SMAKK, a branding and growth studio whose mission is to help values-led clients build world-changing brands. Katie applies her expertise across content creation, e-commerce, social media, marketing, and digital experiences toward changing consumer behavior, leading to purchasing decisions that are better for people and the planet.
How One PR Agency Founder Uses Mentorship Tactics To Get the Best Results for Her Clients
Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.
In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that.
As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.
1. Set shared goals
Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves.
I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy!
2. Listen and support
Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.
3. Be their number one cheerleader
Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that.
4. Set them up for success
This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.
5. Challenge them to step out of their comfort zone
If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit.
My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client.
6. Keep it real
There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.
About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.
How One PR Agency Founder Uses Mentorship Tactics To Get the Best Results for Her Clients
Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.
In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that.
As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.
1. Set shared goals
Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves.
I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy!
2. Listen and support
Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.
3. Be their number one cheerleader
Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that.
4. Set them up for success
This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.
5. Challenge them to step out of their comfort zone
If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit.
My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client.
6. Keep it real
There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.
About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.
3 Content Repurposing Steps To Boost Your Marketing Game
It’s a tale as old as time (digitally, speaking) – a hard-working business owner and content creator extraordinaire, looking to work smarter and not harder…
Ah yes, I’ve heard it time and time again (no pun intended). And the truth? It is possible to minimize your content workload, if you know how to maximize your current assets. Now, I’m not talking about the shiny baubles in your drawer or the wheels parked in your “reserved” spot at the office. No. I’m talking about all of that content you’re cranking out, day in and day out, jumping out of one content meeting and into the next Zoom room, quite literally trying to reinvent the wheel!
This can be so draining on our creative juices, not to mention a complete energy suck.
So instead, try this.
1 Consolidate content planning meetings (and become biz besties with the voice note)
Unless you’re launching a new product, monthly content strategy meetings are more than sufficient. Spend an hour with your team, or whoever supports you with content (even if it's just you!) and nail down one main idea of focus for that month.
This should be a general idea of something you feel expert in and also comfortable talking about – something that’s multi-faceted enough to speak on in a variety of ways. This is also the time to start thinking about where you feel the most confident in showing up to talk about your topic of choice.
Are you a writer? Great on camera? Or is Clubhouse more your “scene?”
In the interim? “Siri, record it!”
2 Figure out where you want to show up
In the social media golden age, it can be downright overwhelming trying to decide, “Instagram? No, Tik Tok. But wait, what about Youtube??”
Some of you may have a solid understanding of who your customer or ideal client is, and millions of kudos to you if you do – that is a huge weight off of the marketing shoulders if you know your person(s).
If you don’t know your target audience yet (like most business owners starting out), that's ok! Take what you do know, and start slow. My advice is to focus on the big 3 – a video or audio platform, a long-form written avenue, and then a social media platform of choice.
That could look something like this:
1. Youtube > 2. Email Newsletters > 3. Instagram or 1. Podcast > 2. Blog > 3. Pinterest
The idea here is to focus first on the platform that would require the most energy to create that first main piece of content – in my example, either a Youtube video or a podcast episode. Then, break that initial finished content piece up into smaller slices, say four weekly emails or a bi-weekly blog. And finally, take that secondary piece of sliced up content, and break it up into even smaller bits, say 2-3 posts each to Instagram or Pinterest.
Bonus tip: Send those audio notes out for transcription! Or, download the Otter app.
3 Map it out
Whether you’re a project management software geek (oh, hey there!), or you go gaga over spreadsheets, mapping out your process is key.
My absolute favorite place to create and maintain content plans is Airtable. If you’re not familiar with it, it’s like a Google sheet on steroids. It’s very user-friendly and a great way to share content across a small team. You can literally house your entire marketing strategy here.
This is a great way to also track your analytics and see what’s working and what’s not, so you can pivot when necessary and refocus energy into a possible new place (hmm, maybe Tik Tok is the way to go after all…)
If you’re still not convinced why repurposing your content is the cat’s pajamas, just think about how much time you’ll save NOT creating new content, and where you could be focusing that creative energy instead. Perhaps creating new offers? New products? Building up partnerships? Or maybe even reinvesting in yourself with additional education.
If you need a content strategy that puts you ahead of your content, be sure to check out copy.edit.design, your one-stop shop for all things content.
About the author: Emily Oberman is a writer, visual designer and founder of copy.edit.design., a creative studio helping content creators amplify their brand visibility through content repurposing strategies, systems & organization. You can follow her on Instagram @copyeditdesign.
3 Beginner-Friendly Tips to Take Product Photos at Home
Whether you’re a budding photographer hoping to hone your skills from the comfort of your own home, or a busy solopreneur in need of some killer imagery for your marketing strategy, your product photography skills have to start somewhere.
Generally speaking, learning how to perfect the art of product photography isn’t necessarily the easiest or most affordable task. Between the many educational resources available at your fingertips credit card, and the endless list of tools you may or may not need, learning how to take product photos that engage and sell can feel…overwhelming, to say the least.
Today, we’re sharing 3 key tips to help you learn how to take product photos right at home! Because if we’re honest, good product photography is good product photography - with the right set of skills and strategy, you’ll be able to achieve stunning photos without the addition of a brand new studio or fancy tools and props.
(Think of those as nice-to-haves, but not have-to-haves, okay?)
#1 Pick your at-home shoot location with space and light as your determining factors
Space and light are the two most important factors of any successful product photoshoot. You don’t necessarily need a large, spacious area for your product shoot, but make sure you have a clearly-defined tabletop, nook, corner or small area (5’x5’ preferably) of your home that offers you adequate space for your set.
Ideally, the space you choose will offer plenty of natural light, and large windows. You’ll want to face your photography set up towards the window, so the sunlight hits your products while you’re shooting. This method is the easiest and most cost-effective method (thanks, sun), but it does come with a couple of limitations: a more rushed shoot schedule, and potentially the necessity of spreading your shoot out over multiple days, so you can achieve the same lighting.
That said, we understand that not every home has *perfect* product photography lighting. If that’s the case, we recommend trying to shoot in your backyard, or in a closed, safe community area.
Shooting outdoors (in a safe space, of course) is almost always a good idea. Direct, outdoor sunlight can help you achieve stunning product photos and unmatched vibrancy. As an example, here are three photos we shot outside, in direct sunlight!
Now, if you don’t have access to adequate natural lighting or a flexible shooting schedule, we recommend adding strobe lights to your arsenal.
Not only will strobe lights help you to achieve the lighting you need from anywhere in your home, but they’ll also allow you to shoot on your own schedule, without worrying about rushing through your shoot in order to chase the sun. We’ve included an example of product photography shot with strobe lights by our friend @dianewithonen, below!
Master the art of creative product photography with Diane Villadsen
We also included a shot by our dear friends @helenkoker
#2 Create your go-to product photography toolkit
There are a few tools and items that every product photographer needs in their kit. These items, while fairly inexpensive, will allow you to shoot many kinds of product photography with versatility and ease!
Things to add to your product photography toolkit:
A table - a table can serve as a great flat surface, while keeping your products and props away from the floor. Try to aim for 3’x 4’ or larger!
Backdrops - seamless paper, painted plywood, fabric and foam board will go a long way in your product photography journey.
We personally love and live by _______ seamless paper. Click here to shop!
For fabrics, we recommend having velvet, satin and linen on hand. Those three fabrics will get you through a multitude of shoots and seasons, and can also be draped and used as beautiful backdrops.
A backdrop stand - a good backdrop stand is essential in allowing you to swap out backdrops quickly and easily. If you don’t have a backdrop stand (nor the space to store one), you can always tape your backdrop paper to a wall!
A reflector - You’ll want to use a whiteboard to bounce light from one light source, to the other. For product photography, you can use a small whiteboard from any local art supply store.
A few key blocks and props - With the right combination of props and pieces, you’ll be able to achieve practically anything. Do your best to collect some key props and objects that you can mix and use across multiple shoots and projects!
For smaller products like jewelry, we recommend The Teensy Collection.
For medium-sized products like candles or skincare, we recommend our Classic Collection.
For larger, freestanding pieces that can also function as furniture, we recommend our Moodelier Home Collection.
Eye-catching florals - flowers are always a good idea. Whether you choose to use fresh or artificial flowers (or both), they tend to pair best with, well, everything.
Read our floral styling tips for photography here!
Additionally, we recommend having a good floral frog handy. This will allow you to stand your flowers up or place them precariously without worrying about them drooping, falling over, or needing to be taped.
Glassware and miscellaneous objects - Homeware items like dishes, glassware, vases and paper goods can translate beautifully on camera. We love shopping from Coming Soon New York, Hay Design and Poketo, but if you’re working with a limited budget, don’t be afraid to thrift. You can find some gorgeous vintage pieces that way!
A manicure - Both for self care, and also in case you end up needing to serve as the hand model for your own shoot! You can also ask a friend, roommate or partner to stand in for you - just make sure whoever it is has gotten a manicure ahead of time, so you don’t have to apply heavy edits in post-production.
If you have a newer iPhone (12 or 13, ideally), you might not necessarily need to invest in an all new camera when you’re just getting started. Your iPhone will serve to take beautiful product photos. So, save up the cash to buy a camera when the time is right!
By styling things well with adequate lighting, props and pieces, you’ll be able to cut down on the amount of post-production editing. Take the time to accumulate the tools and props you need to build a solid photography foundation, and you’ll be a pro in no time.
Pssst! We also put together a larger 2022 Set Styling Tips + Tools Guide. Click here to access it.
#3 Build out your shot list and design your set ahead of time
We can’t stress the importance of coming to your shoot with a plan and designed set enough. Your shot list and set design go hand in hand - your shot list will help you to better understand what kind of set you need for your shoot, and a pre-planned set will allow you to feel more creatively free on the day of your shoot.
So, the more you plan, the better! Just remember to always leave yourself room (and grace) for some of those inevitable accidents you might encounter. You never know - some of our favorite projects and shoots were perfected by an unexpected twist or two.
3 steps to help you design your first set:
First, ask yourself a question: what are you shooting? Depending on the type of product and the overall vibe of the brand or shoot, you’ll want to decide on the tone and feeling of the shoot and project. Are you going for ethereal? Funky? Vibrant? Muted?
From there, you’ll be able to determine which props, pieces and tools might be needed for the shoot and set.
When designing a set, you’ll want to make sure your product is always the focal point of the picture. So, plan your shot list and set with a product-first mindset, but don’t be afraid to play with colors that compliment or contrast to make your product stand out!
Once you’ve prepped your set, make sure to put together a shot list so that you’re prepared to batch all of your shots in one session. In your shot list, you’ll want to make note of what kinds of shots you’ll take, and include any reference photos, mockups or inspo you find! Your shot list can be built out on something as simple as a Google doc.
Speaking of reference photos, mockups are always helpful in creating the set of your dreams. Your mockup can be as rudimentary as a simple hand sketch, or it could include inspiration and reference photos you find on Pinterest. If you’re a photoshop pro, you could even photoshop your mockup image so you have a well-defined starting point for the day of your shoot.
#4 Okay fine, we’ve got a bonus tip
You know, we love a good BTS. Whether BTS footage is shared via still photography or short-form video, it can be a great way to show the before, during and after of your product photography shoots!
So, our bonus tip? While you shoot, make sure to grab some BTS footage to share on social media, or via upcoming blogs. Your audience will thank you later.
Your at-home product photos just became a Mood.
Not quite ready to take our word for it? Allow us to recommend two incredible photography resources made by creators, for businesses and brands of all shapes and sizes.
Learn how to create a visual proposal, and define your shoot’s creative direction with Teresa Freitas.
Master the art of creative product photography with Diane Villadsen
Creating Hero image for brands with Color Collective
How to Get Better Results From Your Marketing Efforts (Without Spending a Ton of Money)
As an online business owner, one of the most important parts of your marketing strategy is your messaging. What you say to your ideal clients and customers (and how you say it) is just as key to your overall success as where you say it, which makes sense when you think about the fact that how we connect and communicate with other humans is through storytelling.
Unfortunately, the “messaging” part of marketing is often overlooked, in part because it requires time and effort. It’s easy to set up an account on the social media platform of your choice or throw some money at paid-for ads, but it’s harder to actually dig into and strategize what you’ll spend your time saying to your audience once they’re sitting in the room.
This is one of the most common mistakes online business owners and entrepreneurs make when it comes to their marketing: they spend A LOT of effort (and time and money) bringing in new leads to their business but they forget to take a minute to think about how they will convert those leads into actual clients or customers.
Which is where your messaging comes in.
So, what do you need to be hitting on in your messaging to see more results, more revenue, and more impact from your marketing efforts?
Here are three key things to lockdown so you see better results from your messaging.
1. Cultivate a strong brand identity.
In order to stand out from the crowd with your messaging (and let’s be honest: in the online business world, it’s BUSY), you need to first cultivate a strong brand identity. This means digging into and defining your core messaging aspects like your why, your mission, your values, and your beliefs. It also means shaping your story and putting into words what makes you different from all the other [insert what you do here] out there.
These are the things that make you and your brand truly unique. By clarifying them, you’ll ensure that your brand identity and personality are completely aligned with who you are (which means your messaging will draw in your dream ideal clients who are actively searching for someone like you).
2. Optimize your offerings.
Your offer is more than just the thing you’re selling. It’s how you change your client or customer’s life. But in order to convert the browsers into buyers, you need to make sure that the messaging and copy around your offer is telling them everything they need to hear to be ready to buy.
This means diving into things like understanding where your ideal clients are right now so you can make sure that your offer is exactly what they want and need, seeing what others in your niche are offering so you can position your offer as different (and better), and then clarifying the core aspects of your offer from a messaging perspective. If you can understand exactly who it is for and what big transformation it will bring them, you’ll be able to create the kind of messaging and copy you need to see great conversion rates and results from your funnels.
3. Create a scale-worthy strategy.
In order to achieve anything in life or business, you first need to have a plan. When it comes to your messaging and marketing, I call this creating a scale-worthy strategy. This is where getting clarity on things like how to share your vision with your team, what kind of content you need to be sharing to prime your audience, and what your big goal map for your business actually looks like comes into play.
When you have a strategy like this, it means sustainably scaling your business will be so much easier, and it means you can finally stop spinning your wheels thinking you need to be doing all the things and being everywhere in order to achieve your goals. A simplified strategy that is focused on building your authority, creating real connections with your audience, and crafting impactful messaging is way more effective than throwing spaghetti at the wall or copying what your competitors are doing (top tip: do not do this. You want to stand out in your industry so that means zigging when everyone else in your niche is zagging).
So there you have it, three things you can start working on today that will allow you to create the kind of messaging strategy that will bring better results from your marketing and get you closer to your business goals.
About the author: Ciara Gigleux is CEO and chief copywriter at The Copy Atelier, a boutique copywriting agency for online business owners and CEOs that specializes in pairing conversion copywriting with a high-impact strategy for maximum results. She’s also the host of The Copy Coach podcast. She is (slightly) obsessed with all things messaging, marketing, and copywriting, and the main mission of her business and podcast is to help entrepreneurs use their copy and messaging to cut through the noise, stand out online and maximize their results, revenue and impact. Find her on Instagram and Clubhouse @ciaragigleux.
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Tips to Building Your Brand's Personality Online in 2022
One of the main ways as a brand that you can differentiate yourself from your competitors is by developing your unique brand personality. Often described as a set of characteristics that shape the way new and existing customers feel about a brand, your brand personality should be consistently executed through every single communication touchpoint. Think about how your brand behaves, what it looks like and what it says.
With increasing channels of online communication, many companies have found it difficult to align all their messaging with their defined brand personality consistently. In 2022, it will be more important than ever to make sure that your unique brand personas shine through so that you can genuinely connect with your audience.
Would you have dinner with your brand?
Think about your brand as a real person. Is your brand the kind of person that you would invite over for dinner? If your answer is no, it might be time to go back to the drawing board to redefine your brand personality. And if your answer is yes, think about if your customers would also be friends with your brand. Find out what your customers value in their friendships and how you would communicate with them.
At Elevate My Brand, we have noticed that some companies really miss the mark when it comes to maintaining their brand personality on their social channels, for example. Here are some tips that will help you maintain a strong brand personality online.
#1 Find Your Friends
No, we’re not talking about the iPhone app. In order to build an effective brand personality, you must put your audience first. This means you will need to get to know your target segments on a personal level. Find out their opinions, their attitudes and their interests. Your main goal while developing your brand personality should be to align with your customer’s preferences. We encourage our clients to personify their primary, secondary and tertiary audiences. These hypotheses, especially in the early days of building a brand persona, should be tested and iterated on throughout the lifespan of the brand. It is the most efficient way to ensure that whatever messaging is created for a campaign will resonate. If your business is new (or you want to change or redefine your segments), your goal should be to really get to know your audience. The best way to do that? Ask! Whether this is a digital survey or social poll, try to ask nuance questions that will help you datafy even the most creative conversation.
For example, if you are trying to determine if one of your brand’s top qualities should be sophistication, pose questions to see if your customers actually value that quality in your brand. One way to phrase this question would be: What qualities are most important to you for our brand, and then offer a multiple choice response. That will allow you to move forward with confidence knowing you are communicating appropriately based on real-time consumer feedback. That’s extremely powerful and is what builds brand loyalty.
#2 Craft a Moral Code
Once you learn about your audience, you should align their values with your marketing campaigns. In 2022, consumers will be more inclined to purchase from brands that speak to their beliefs. In fact, 61% of consumers want retailers to take a stance on social justice issues. After you find out what social justice issues your customers care the most about, match those with the social impact that is authentic to your brand. But be careful, consumers are smarter than ever and can sniff out BS performative campaigns like a bloodhound. Don’t be that brand. We believe corporate social responsibility should be table stakes for a brand these days but it must be 100% real.
Whether your brand reposts content online that aligns with your brand personality or creates original content and campaigns, it’s important that you act on these beliefs. In other words, you can’t just talk the talk. Whether you show your brand values by educating your employees or donating to a cause, it’s important to back your words with actions. Be transformative not performative.
#3 Be Social
After you figure out what and how your brand communicates your values, determine where your brand is sharing. Don’t try to be everything to everyone. That’s a recipe for a marketing disaster. You should only use the social platforms where your target audience is and double down there. For example, if you have a supply chain company, there is real reason to sign up for TikTok unless that’s really where your audience is and you think your brand can create good consistent content there. But, as long as you’re using the platforms that your audience uses and that also aligns with your brand’s personality, your social channels should thrive.
Another consideration are the native tools that your chosen social media platforms offer. For instance, if you have a younger target market and you want to increase engagement on Instagram Stories, think about the different ways that you can use the stickers available to help portray your brand’s unique personality. If you’re using the poll sticker, would your brand ask silly questions or would your brand ask more serious questions? Are you using emojis? R u using abbreviations? Take time to think about the ways each of your brand’s online interactions characterize your brand’s personality and create a guide that would appeal to your audience in the new year.
There is truly no wrong brand personality as long as it does no harm and attracts the customers that you are looking for. After all, 95% of consumer purchasing decisions are based on feelings instead of logic, which is all the more reason for you to do your best to make sure that your brand personality feels “right” to the right people.
Taking the time to do the research and planning that will help build your brand personality might seem daunting with the impending new year. If you need support, Elevate My Brand is currently offering Digital Mindmap sessions that can help frame your brand personality for 2022. Contact us here to set up a meeting today!
"Your main goal while developing your brand personality should be to align with your customer’s preferences."
About the author: With a J.D./M.B.A. from Rutgers University, Laurel Mintz has created an agency serving both startups and blue chip global brands like Facebook, Verizon Digital Media Group, PAW Patrol and Zendesk. Laurel sits on the Board of Directors for NFTE (Network For Teaching Entrepreneurship), the Women Founders Network, and the UCLA Restaurant Conference. She is a mentor for The Women's Global Leaders Initiative and advises LAVA (Los Angeles Venture Association). Her published work can be found in Entrepreneur, USA Today, The American Marketing Association and C-Suite Quarterly Magazine. Laurel and the agency have recently won the W3 Silver Award for the PAW Patrol Road Patrol Campaign, the 2017 Patrick Soon-Shiong Innovation Award, the LABJ Women in Business Award, Comerica and LA Lakers' Women's Business Award, amongst others.
Featured image: Color Joy Stock
Grow On: How to Double Your Revenue With Elyce Arons, Co-Founder and CEO of Frances Valentine
ABOUT THE EPISODE
Doubling your revenue is no easy task.
You need to set well-defined goals, create meaningful connections with your customers, and discover new distribution channels and marketing opportunities.
Which is something that Elyce Arons knows a thing or two about.
In the midst of a pandemic that has pummeled the fashion industry, the former Co-founder of Kate Spade has led the luxury lifestyle brand Frances Valentine to double (!) its revenue.
Needless to say, I can’t wait to chat with Elyce about how she’s grown the brand exponentially, including the old-school marketing strategy she tapped into to increase the brand’s sales by 40% (!).
EPISODE TOPICS
Her Second Act: Building Frances Valentine
Adapting to the New Online Retail Space
Why She Recommends a Mix of DTC, Wholesale & Retail
Why Pop-Ups Are the Best Way to Test New Markets
The Importance of Regional Retail Spaces
How She Doubled Her Revenue During the Pandemic
Where She Puts The Majority of Her Marketing Dollars
What She Pulls Inspiration From In The Design Process
Her Predictions on Major Fashion Industry Shifts
RESOURCES
To connect with Elyce Arons click HERE
To connect with Jaclyn Johnson click HERE
To learn more about Frances Valentine click HERE
To follow along with Create & Cultivate click HERE
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
LISTEN TO THE EPISODE
OTHER EPISODES YOU MIGHT LIKE . . .
THIS EPISODE IS BROUGHT TO YOU BY . . .
CDC Vaccine • Visit the CDC website CDC.gov for additional information you can trust about how COVID-19 vaccines can protect your entire family.
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4 Digital Strategies To Watch If You're a Small Business Looking for Big Growth
E-commerce has undergone a significant transformation in recent years, with the rise of more personalized, convenient, and engaging ways of shopping. eMarketer estimates that e-commerce sales will reach $6.39 trillion by 2024. However, the question remains: What's next for online retail innovation?
To get some answers, we turned to Karen Behnke, beauty industry veteran, expert in sustainability, and founder of Juice Beauty. In a recent interview on WorkParty, Behnke shared her insights on the future of e-commerce, and why she see’s it as one that's driven by personalized experiences and technology that enhances the customer journey.
Ahead, she highlights four emerging strategies that she believes will be game-changers for small businesses looking to drive growth.
1. Live shopping
Live shopping combines the power of video with the engagement of a live event to build deeper connections with customers and drive sales in competitive marketplaces. It's also a great way to build excitement while assessing interest and taking feedback in real time.
Recently Juice Beauty dipped its toe into live shopping by partnerning with Reach TV, the largest in-airport TV network, to launch a new shoppable video series titled Beauty on the Fly and featuring guests like Kate Hudson. "The early results look good," Behnke says. "It is driving traffic, and it's only been running for barely a month."
2. Artificial intelligence
AI-powered tools can help personalize the customer experience, automate repetitive tasks, and help business owners gain valuable insights into customer behavior. Juice Beauty recently upgraded to Shopify 2.0 to start working with new technologies like AI. "It was a big deal for us and our digital team,” says Behnke. “The capabilities for our customers are so much more rich.”
3. Video
Behkne also sees video as a tool that should be used across all channels to make content more engaging and informative. She believes video is the best way to showcase products and brand personality in ways that text or images can't do alone.
4. Digital partnerships
Juice Beauty launched 17 years ago as a retail-only brand focused on in-store activations. Today, its products are available on Amazon Luxury, Ulta.com, as well as Sephora.ca. And Behkne says brand partnerships like these with retail stores that have strong digital capabilities proved to be a smart way to expand reach and tap into new markets.
"Juice Beauty has been a [brick-and-mortar] retail brand from inception, so it was a little bit harder," says Behnke. "But, we're talking with our major retail partners about everything digital. Our team is doing a great job of moving more and more into the space."
Discover more small business technology solutions and digital beauty marketing tips by tuning into this week's episode of WorkParty.
RESOURCES
To connect with Karen Behnke click here
To follow along with Juice Beauty click here
To connect with Jaclyn Johnson click here
To follow along with Create & Cultivate click here
To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)
OTHER EPISODES YOU MAY LIKE . . .
Taking a Concept and Building a Brand with Dr. Roshini Raj, Founder of TULA SKincare
How to Write a Media-Worthy Pitch (Plus, an Email Template Guaranteed to Get a Reply)
Here’s how to grab an editor’s attention.
Photo: Smith House Photography
So, you've registered your business, the website is up, and your product is ready to ship, but no-one knows about it yet. Now is the time to reach out to publications (both online and off) and create some serious buzz. But how do you pitch yourself to media? We've all been witness to the major changes to the publishing industry, both digital and print, over the past year but there's one thing that stays the same: pitching.
Ahead, our C&C editorial director, Sacha Strebe, has outlined a few things you should consider before compiling that pitch so you get the word out about your amazing new business and the customers start buying.
Priority #1: Grab their attention.
Editors have limited time. They receive a ton of pitches so make sure yours stands out. Really think about your angle and who you’re pitching to. Condense your copy. Add bullet points to amplify the main points you want them to read.
Priority #2: Don’t write clickbait.
Keep it simple and relevant to the pitch. Write a subject line that stands out but isn’t over-promising. Consider a personal touch. Don’t forget to consider WHO you're pitching to!
Priority #3: Tailor your pitch.
Don't pitch the same thing to all publications en masse. Pitch a different angle for each publication. Make it very clear in the email if this is exclusive to their publication or not. If you have pitched it elsewhere, let the editor know and when the other outlet plans on publishing (if you know).
Understand the brand you are pitching to. Read their sites, reference stories or franchises that you love in your pitch. Commend them on the work they're doing and reinforce why you’d love to be featured on their platform. Pitch headlines. Check their site for examples and write a similar headline with your brand/story in mind.
Pro Tip: Make sure you’re calling out the right publication in your pitch. If you’re pitching to Vogue, don’t have a rival publication in your copy.
Priority #4: Don’t guarantee an exclusive if it’s not.
Be transparent. If you can’t guarantee an exclusive then make sure they feel special, too. Perhaps you can secure different parts of the interview or exclusive photos, too.
Priority #5: Make it personal.
Tap into sentiment and emotion. Provide a brief but detailed synopsis of what the pitch topic is about. Make sure you are clear within the first sentence. Two paragraphs are ideal but don’t go beyond three. Editors are busy so you want to grab their attention first, then once they express interest, hit them with detailed information.
Pitch Email Template
Subject Line: Make it short, succinct, and timely (if it's an exclusive, then add that here!)
Email Body:
Hi EDITOR NAME,
I hope you are well. I’m reaching out to pitch you a [EXCLUSIVE?] story around our [LAUNCH, COLLECTION, FOUNDER etc].
We [SHARE NEWS/INFO HERE IN SIMPLE, CONCISE FORMAT]. I’m sharing a few story ideas below that might work for a story on your site [AROUND THE LAUNCH/ABOUT OUR FOUNDER ETC]. We are happy to [COMPILE QUOTES, WRITE AN OP-ED, GIVE EXCLUSIVE IMAGES] and anything else that will help if these are of interest.
STORY TITLE IDEA (research their site and write potential headlines/story ideas that look like stories on their site)
STORY TITLE IDEA
STORY TITLE IDEA
I’d love for you to let me know your thoughts on the above pitches by EOD today if possible as we are holding this exclusive for you and would love to start pulling together the information and imagery you need for any of the story ideas listed. Let me know.
Kindest,
[FOUNDER NAME]
Business Credentials
Ready to pitch to the press and get online exposure?
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5 Marketing Mistakes Too Many Small Businesses Make (and How to Avoid Them)
Mistake #2: You ignore your competitors.
Photo: ColorJoy Stock
If you are a small business owner, you are likely juggling numerous tasks to keep the business afloat. Although the goal of many owners is to sell more products or services, very few know how to effectively do so through marketing (on top of everything else).
According to Investopedia, one of the most common reasons businesses fail can be attributed to poor marketing and internet presence. It is no longer enough to have a website or social media page. You must ensure your marketing reaches the right people at the right time with the right message.
While there is no marketing rule book that will guarantee virality or increase customer retention, there are, however, many marketing mistakes that can hinder your chances of growth. Here are the five common mistakes I have seen during my 10 years working as a marketing strategist, and how to avoid them.
Mistake #1: You don’t know your ideal customer.
The first step in any effective marketing campaign is knowing your ideal customer. While many new business owners think of their ideal customer demographically (i.e., age and gender), many do not have a deep understanding of who their customer is psychologically (i.e., interests and desires). Thus, making it challenging to find and target them through marketing.
How to Fix It
Form a detailed description of your target customer; this is also known as a buyer persona. A buyer persona is a fictional person who embodies the characteristics of your ideal customer. To help build a strong buyer person, conduct market research from your customer base through surveys and interviews.
The goal of this market research is to deeply understand how and why your customers make certain buying decisions. These findings will help you create detailed content and messaging that appeals to your target audience.
Mistake #2: You ignore your competitors.
No business can operate in a complete bubble. However, many business owners prefer not to look at their competitors in fear of losing focus or becoming a copycat.
How to Fix It
Running a competitor analysis can help you understand your competition’s strengths and weaknesses in relation to your own. Tools such as Facebook Ad Library and SpyFu allow you to view your competitors' marketing campaigns.
Analyzing your competition will help you better understand your market and how your customers are responding to it. You can use these findings to run more effective marketing campaigns online.
Mistake #3: You focus too little on brand awareness.
According to Small Business Trends, making money is listed as the top concern for many business owners. However, if your ideal customer does not know who you are, how can you make more sales? Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.
How to Fix It
Focus on building brand awareness through public relations, influencer partnerships, and social media advertisements. Use this opportunity to establish your brand voice, build relationships, and inform your target customer that you are a credible solution to their needs.
Mistake #4: You are not focused on retaining customers.
On average, it costs six times more to acquire a new customer than to retain an existing one. According to a McKinsey study, repeat e-commerce customers spend more than double what new customers spend. So, why are business owners unable to focus on customer satisfaction and retention?
How to Fix It
Ensuring customers stick with you throughout your business life cycle will not only increase profits but yield higher positive word-of-mouth referrals (hello, free marketing!).
To achieve customer loyalty, prove your customers are important to you through rewards, social media shoutouts, and personalized communication. Customers that trust companies they do business with are more likely to purchase again in the future and recommend to others.
Mistake #5: You don’t look at your analytics.
Marketing analytics helps you understand how well your marketing campaigns are working and assists you in recognizing what adjustments need to be made in order to achieve success. However, many business owners complete their marketing campaigns without ever analyzing the data.
How to Fix It
Develop key performance indicators (KPIs) before running any marketing campaign. KPIs are specific, numerical marketing metrics that businesses track to measure progress toward a defined goal. Example KPIs can be digital marketing ROI, conversion rates, and traffic. Set aside time every week to track the results of your marketing. Take note of what is working versus what is not, and use that information to inform your next marketing initiative.
“Many business owners spend too much time focusing on bottom-funnel marketing activities (i.e., purchases), that they forget to establish trust and credibility through brand awareness.”
—Allyssa Munro, Founder of Meg & Munro
About the author: Allyssa Munro is a marketer and published writer with a decade of experience building strong brands for top retailers, organizations, and business leaders, including Lord & Taylor, Dolce & Gabbana, Buxom Cosmetics, and Bare Minerals. Allyssa holds an MBA from Baruch College, Zicklin School of Business, and is certified in marketing research by The Wharton School, University of Pennsylvania. Allyssa founded Meg & Munro, a digital-first marketing and communications agency for beauty and lifestyle brands and the creators who lead them. The agency specializes in public relations, social media, and content creation. Learn more at www.megandmunro.com or follow @megandmunro.
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3 Branding Mistakes Most Startups Make (and How to Avoid Them)
A brand strategist breaks it down.
Photo: ColorJoy Stock
With gorgeous visuals dominating our social media feeds and splashy companies with impeccable design popping up all the time, it’s impossible not to think about branding as a modern startup. But, despite the amount of attention so many founders give their brand identities, I see some common mistakes that can hold their companies back.
The good news is, developing a solid brand doesn’t have to be as complicated as many folks make it out to be. Here are the three most common branding mistakes I’ve seen startups make during my 15+ years working as a brand strategist—and how you can easily avoid them to ensure you’re putting your company’s best foot forward.
Mistake #1: Spending Too Much on Branding
If you’re like most startup founders, you’ve probably spent a lot of time fretting over your budget for branding. Is it worth trying to scrounge up the $50k you’ll need to work with your dream agency?
I’m going to let you off the hook and tell you, no, it’s almost certainly not. What so many founders don’t account for when doing this math is just how often early-stage startups pivot as they’re trying to figure out their product-market fit.
Considering that good design is all about tying your brand to your business strategy (more on that in a minute), you don’t want to invest a lot into your brand until you feel secure in that strategy. If you do, that investment is quickly going to feel like a waste when you realize you need to rebrand to match your company’s new direction.
But you also don’t want to try and create a sexy brand on the cheap. You get what you pay for in the design world, so this usually won’t end up looking as professional as you’d like. Instead, I recommend startups aim for simple branding that allows you a lot of flexibility for future changes. Think of this like a black dress: it’s nothing revolutionary, but it also looks timeless and sleek.
For instance, make a wordmark—your company name in a timeless typeface, à la West Elm or Glossier—instead of trying to create an image-based logo. (I even created a tool to help entrepreneurs do just that!). Use a color-palette generator to choose a few simple colors based on the feeling you want to evoke. And make ample use of the templates available on sites like Canva for everything from websites to business cards to social media posts, customizing them with your wordmark and colors to make them yours. This sort of approach will get you good-enough branding, even on a budget.
Mistake #2: Focusing on Form Over Function
Especially when you’re DIYing your company branding, it can be tempting to choose what you think looks coolest. The problems come when brands solely select design elements based on their beauty without considering their usability in the slightest.
I can’t tell you the number of times I’ve seen brands design funky logos that are impossible to decipher when they’re scaled down to fit in a social media icon, or choose a typeface that looks cool but is challenging for users to actually read, or pick a website design that looks unique but is difficult to navigate.
Instead, make sure you think about your users at every step. When designing your logo or wordmark, test it at a bunch of different sizes to make sure it works. Check your color palettes against accessibility tools that ensure there’s enough contrast to be readable (and that your chosen palette will work for colorblind folks, too). Have a friend try and use your website to see if they’re able to navigate easily to where you want them to go.
Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.
Mistake #3: Not Tying the Brand to a Solid Strategy
Of course, a DIY brand strategy may not work forever. At some point, once you’ve found your product-market fit, you’ll want to invest in professional design and branding work to take your company to new heights. But too many startups walk into that process with a mood board of what they want to look like, instead of focusing on what they want their brand to convey.
The best brands aren’t plucked out of thin air—they’re rooted in the company’s business strategy. All of the design elements, from the logo to the colors, are carefully selected to align with a company’s mission and goals, to attract their target audience, and to set them apart from the competition.
So instead of spending time blue-skying about your dream design, use your energy to do some actual business exercises. When I work with clients, we go through branding workbooks that ask questions like:
What’s your company’s vision statement? Its mission statement?
What are the in-depth demographics and psychographics of your target audience?
Who are your biggest competitors and what does their branding look like?
What characteristics do you want your brand to be known for?
Yes, working through these types of questions is a lot harder, and a bit less fun, than thinking about your favorite colors and fonts. But doing so will be infinitely more valuable to your brand, and the future of your business.
“Any time you’re making a brand decision, just take a step back and ensure it supports your users rather than getting in the way of them engaging with you entirely.”
—Saskia Ketz, Founder of MMarchNY
About the author: Saskia Ketz is the founder of MMarchNY, an NYC-based branding agency that’s worked with world-class brands like Netflix, Ikea, Timberland, and Mojomox, an online wordmark builder that allows startups on tight budgets to create dynamic, professional-looking logos themselves.
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3 Instagram Trend Predictions for the Rest of 2021
Here’s how to stand out on social right now.
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With each passing year, it feels like we’re tasked with navigating which techniques are working and which are no longer effective on Instagram for our online growth. And, of course, 2021 is no different. From the head-spinning platform and algorithm changes to the flood of video content to the plummeting reach metrics, it can feel challenging to get ahead in such a crowded space.
But what if I said you could finally cut through the clutter and gain visibility quickly on Instagram by embracing a few trends that are designed to help you grow and monetize your account? In celebration of Social Media Day, Dre Fox, the CEO and founder of TimeOfDre Media, lays out three trends to embrace in 2021 to increase your visibility on Instagram. Here’s how to stand out on social right now.
Trend #1: Live Stream Series and IGTV Micro Shows
Are you comfortable on video? Now is the time to start practicing in the mirror as live and interactive content is on the rise! In an effort to monetize Instagram for content creators, Badge Milestones were implemented this summer to incentivize creators up to $500 for going live. So, you guessed it, we are going to see accounts going live more than ever.
But that's not all! Instagram announced that IGTV will now have ads running for your viewers, earning you 55% of the revenue, which will not only allow for scooping up the Milestones for Lives, but also revenue for turning the recordings into IGTVs.
While you might not have the features yet, getting your audience engaged in these formats will pay off dividends once you are able to monetize and hit the ground running.
How to hop on this trend: Think about a weekly live series that is either educational or entertaining that may pique the interest of your audience. Begin creating this content regularly, so you can a) earn your milestones money and b) earn the IGTV revenue from ads.
The key here is that you want eyes on your content, so the more value you bring and the more interactive and engaging it is, the more money you’ll make over time!
Trend #2: Carousel Posts
Do you have an eye for graphic design and creating interesting visuals? Then this trend is for you! One of the best metrics to track for your Instagram account is how many shares you’re receiving on your content because shares equal new eyes on your page. But when you’re posting images of yourself, while you look incredible, that isn’t considered “shareable” content because it’s non-contextual to strangers.
This is where carousel or swipe-through posts step in! These engaging slideshows, ranging from 3-7 slides (example here), are highly shareable because they usually represent powerful quotes, opinions, or educational information that your audience is looking for.
How to hop on this trend: Identify what would strike a chord or set off a lightbulb for your audience and how you can break those points, steps, or ideas down into bite-size morsels. Lastly, create a simple but engaging graphic on Canva to catch the eye of your ideal follower.
Implement these into your strategy 4-6 times a month and watch your shares increase!
Trend #3: Raw and Relatable Content
This might not seem like a “trend” at all, but the truth is that attitudes on social media are shifting from polished perfection to content that’s more honest and real. The initial perception from my clients is that in order to appear professional or to be taken seriously online, you have to avoid admitting fault, showing weakness, or sharing a negative experience. But this is not always the case! People want to feel a connection with you that transcends likes, comments, and pretty pictures—a REAL connection.
How to hop on this trend: Start by getting clear on the highs and lows that your audience and people in your niche are experiencing. For example, staying healthy while traveling. Next, map out intentional, relatable content about your own struggles with staying on track, a story of how you fell off your goals on a vacation, or sharing any mindset challenges you’ve experienced on your health journey. This content, along with a less curated and filtered feed, will have you winning REAL fans in no time that see you as a relatable person, not the illusion of perfection.
Whether you dive headfirst into live videos and monetization or focus on building deeper connections with relatable content, these three trends are here to stay for the foreseeable future. And those who adopt them early will experience the best growth and visibility.
Which trend will you be hopping on first? Let us know in the comments!
“People want to feel a connection with you that transcends likes, comments, and pretty pictures—a REAL connection.”
—Dre Fox, CEO and Founder of TimeOfDre Media
About the Expert: Dre Fox is the founder and CEO of TimeOfDre Media, a Forbes and Washington Post featured social media agency located in Austin, Texas. After many years of helping Fortune 500 companies improve their social experience and brand awareness online, Dre was inspired to focus on building the brands of small businesses and public figures. Her core passion is helping people just like you, realize their dreams online.
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5 Ways to Ruin Your Reputation Online (and How to Avoid Them)
The mindless scroll is fast-paced and all-consuming.
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Society has an obsession with social media. That’s no secret. The mindless scroll is fast-paced and all-consuming. And now that social media has emerged as the leading digital marketing strategy, we expect more from brands and influencers these days, which is why a single social media post has the power to make or destroy your reputation.
Social media has changed the game as a way to instantaneously communicate globally and has given brands a direct line of communication with consumers to build trust and connect in real-time. However, it’s an illusion that what you sell is more important than what you say. It’s simply not true. What you say is more important than what you sell.
With the expectation that brands stand for something more these days, it can be tricky navigating the murky waters of reputation. As a brand, you know your consumers want honesty and transparency, but taking that approach isn’t as easy as it sounds. As well-intentioned as some content might be, there is a fine line between being truly genuine or coming across as doing something for a quick buck. Which is why some brands and influencers find themselves in hot water.
It used to be that a brand could be brought into disrepair by unsatisfied customers or angry clients, but these days it’s more likely that you’ll make a blunder that’ll cost you big time in the consumer trust department.
With that being said, read on to discover the five ways you can ruin your reputation online, and what steps you can take to ensure your reputation stays intact.
Don’t Drink and Tweet
Repeat after me: Do not use social media after a few vinos! Not only are you prone to spelling mistakes and grammatical errors, but your moral compass may be slightly off-kilter. Every single thing you say, post or tweet, is public relations. It doesn't matter how incredible your product is, or how great your social ads are performing, all of your hard work can become undone with an alcohol-fueled post.
Beware the Tokenistic Trap
There is an invisible line when it comes to being genuine versus coming across as tokenistic. There is a lot more pressure on brands to use their voice and power for causes that have large social impact, and with that comes the risk that you’ll align your brand to a cause that doesn’t truly reflect your brand's values. Embrace authenticity and truly commit to the causes that set your heart on fire. You’ll have much more impact that way.
Dodge the Delete Button
Ignoring customer complaints is a massive no-no. Deleting comments and blocking genuine customer irks or complaints is not a smart PR move. You cannot control the narrative when it comes to customer feedback, but what you CAN control is how you manage this. Respond quickly, own up to your errors, and remain professional at all times. Remember, no response IS a response, and no one likes to be ignored, especially when they have a legitimate question or genuine complaint.
Two-Faces Isn’t Cute
One of the quickest ways to destroy your reputation is by manipulating your online community into thinking you’re an advocate for a certain lifestyle, but then contradicting that lifestyle in real life. Be authentically yourself, and you can’t go wrong.
Avoid Trash-Talking
The entire point of having a social media presence is to connect and build trust with your audience. So if you bad-mouth a past client or customer online, not only does that send the signal that you’re unprofessional, but it also screams disrespect. Avoid the trash-talk and save your reputation from taking a hit.
“Embrace authenticity and truly commit to the causes that set your heart on fire. You’ll have much more impact that way.”
—Kat Orchard, Founder of KK&O and Just Another Girl
About the Author: With 15 years of experience in PR, Kat Orchard is an Aussie publicist by trade, and owns a creative communications agency, KK&O, and online business, Just Another Girl. After working with medium to large-sized businesses across a myriad of communications projects within her agency, Kat noticed a gap for those who have side hustles or are a small business that cannot yet afford the cost of an agency. And so Just Another Girl was born. Kat is also a loving mother to her three-year-old daughter, Poppy.
About Just Another Girl: Lovingly referred to as JAG, Kat funnels her experience and knowledge, coupled with practical tips into her raw, and at times sarcastic, blog. She specializes in helping female business owners supercharge their words and electrify their PR by offering practical tips and tricks.
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