I always had this inkling (you may have experienced this feeling too) that one day I’d run my own business. But for years I brushed it off because I didn’t think it would ever be possible for me. At the end of 2014, I took a chance and resigned from my full-time job and straight away I lined up some freelance marketing roles.
Then in 2015, I opened up my own online childrenswear store. My store focused on gender-neutral colour palettes with an emphasis on design and quality. I stocked brands from Australia, New Zealand, Canada, USA and Singapore that I discovered on social media, through international influencers and via local trade shows. I knew I wanted my store to be different so I focused on working with brands that weren’t widely available already in Australia to give my store a real point of difference.
It was at this time that social media marketing really blew up, Instagram was at its peak and the chronological feed meant that everyone was posting multiple times per day to stay at the top of people's feeds (some brands were posting up to 10 times per day) - keeping my Instagram alive felt like a full-time job.
But social media alone wasn't where all the result were coming from, I attended a bunch of niche children's market events which put me right in front of my ideal customer and allowed me to make really quick sales.
I grew my database and I knew that every time I sent an email I would generate hundreds in sales - my customer lifetime value rate was high. I focused on collaborations, worked with influencers, joined directories, kept my website fresh and always looked for ways I could drive more referrals and organic traffic to my website.
At the same time I was still deep in the world of marketing for creative businesses that I loved working with - an entertainment company, wedding styling and decor, I was even the Australian eCom manager for a global brand and helped to launch them into Australia.
Social media was a huge part of the marketing mix for every business I was working with (even my own) but it was never the only focus, these businesses were all doing well because we took a holistic approach to marketing and we found our customers in the spaces and places there were hanging out - both online and in-person.
Naively, I have to admit I thought running a business wouldn’t be that hard… however becoming my own boss, putting myself 'out there' for the world to see and judge was one of the hardest things I have ever done.
I’d be lying if I said I’d never thought about just going back and getting another job.
For a while I even listened to the ‘experts’ - you know the ones, telling me I just needed to 'show up' and if it wasn’t working it was all my fault or I didn’t want it bad enough - none of which was true at all.
Putting my face on camera, sharing my creative work, my own thoughts and opinions and stepping into my expertise threw me headfirst into a level of discomfort and growth I had never experienced before.
I focused on strategies and tactics that felt good for me, that allowed me to work to my strengths, take action and build confidence and momentum.
I started a podcast because I had so much to share and speaking without a camera in my face felt far less intimidating, the flow-on effect now means I pretty happily speak with a camera in my face too.
And I encourage my clients to do the same. There is no one size fits all when it comes to marketing or business, there is no single *right* way. And that’s what I want to show you, how to market your business in a way that feels really good for you, that allows you to attract more of your dream customers, make more sales and build a creative and profitable business you love.
