Jo’s (very reluctant) Marketing Strategy
Jo had mentioned she was determined not to have a website and had never used social media before starting JoJo Co., so Katie was keen to dig into this a little more (now that she has both).
When the business started to take shape, her brother suggested she started using Instagram because of the platform’s visual nature. After a whirlwind introduction to it, she began to use it. Her confidence grew, and she knew she felt ready to add Facebook into the mix.
Instagram is her main platform – she loves the visual side of it and feels it aligns more with her personality and intuition.
Jo posts every day and learns the different tools as she goes along.
Jo’s ‘don’t overthink it’ Instagram strategy.
Jo posted images of candles being made in the kitchen in the early days because that’s where she worked. Looking back, she realises she started off in a basic way – but it reflected her journey. It progressed as her business evolved. One post she remembers clearly was a picture at her first-ever market.
It was the first photo of her, so she was very nervous about it – but it got lots of great engagement and the turning point for realising people wanted to see pictures of her, and more about behind the scenes.
Finding outside support for tasks you don’t enjoy
Jo was convinced she would never need a website to sell her products. For her, selling directly from Instagram and Facebook felt enough, but without an e-commerce system, she was manually handling the sales – adding to the daily tasks.
When she decided to look into her website, she was recommended a local contact—someone who knew how to create a beautiful and simple site. Intuitively, Jo knew she was the right person to work with because she avoided any technical jargon (something Jo doesn’t enjoy) and focussed entirely on Jo’s need for the look and feel of the site to be beautiful and emotive.
Her web designer kept all technical tasks as simple as possible, so Jo didn’t need to be involved. She’d never been interested in technology and IT, and it stressed her out whenever she had to deal with it, and by outsourcing it, she recognised how easy it could be to keep the stress away by finding other people to do it for you.
Now, the idea of outsourcing areas that don’t interest Jo is vitally important.