How I quit my job to become a successful entrepreneur with no clients lined up

How I quit my job to become a successful entrepreneur with no clients lined up

Leaving my job in 2016 didn’t feel brave at the time. I’d saved up a bunch of money and I was looking forward to 6 weeks’ worth of Scout camps and volunteering. I was going on an adventure! Winning my first clients felt easy as well. I just had to email 10 people I knew (many of them also through Scouting) to see if anyone needed help with their social media or their website. I got a gig writing Facebook content for one small business and built a Wix website for another one. A few weeks later I started copywriting for an agency where the graphic designer had a kid in my Cub Scouts.

The network, experiences, and sense of adventure I gained through Scouting were fundamental resources to help me leave my safe, sensible job and enter the world of self-employment.

The breakfast queue at the Jamboree

My stick insect friend

The editorial team

A taste of what life might be like

Back in 2014, I applied for a role in the International Service Team at the World Scout Jamboree in Japan in the height of summer. Based on the skills I had, and my general distaste for extreme heat, I put myself down to work in the media team – mostly an indoor job – and was assigned to be a sub-editor on the Newspaper team – result!

Then I started looking at how far it was to Japan and wondered if there might be more adventures to be had if I extended my trip beyond just the 2 weeks of the Jamboree. I messaged an Aussie friend and a few weeks later, I had a plan. Australia’s not exactly on the way to Japan, from Edinburgh, but it would still be less flying than if I made two separate trips. Only one small issue remained – I’d need to be off work for almost the entire summer. I wanted to take a full month of annual leave from 10 July to 10 August 2015.

Fortunately, my team at work were reasonably accommodating, and my leave request was granted, on the condition that I promised never to take more than 2 weeks leave at a time for a very long time.

Time flew by and in July 2015 I arrived fresh faced and excited, ready to start work on the Jamboree newspaper as part of a team of 25 other volunteers – photographers, reporters, graphic designers and other editors. That very first day I also made friends with a stick insect, although that’s only incidental to our story.

Every day I got up at 5.30 (it was too hot in the tents to sleep any later), and queued along with thousands of other volunteers for breakfast. By 7.30 I’d be ready for my 20-minute ‘commute’ across the enormous jamboree campsite into the media centre (which had shade and fans and WiFi, and was my idea of heaven compared to the rest of the Jamboree site…) We had a team meeting every morning where Ger, our fearless leader, would assign task to everyone for the day.

We had goals, we had plans, we had deadlines. We made our own decisions, we solved our own problems, and we ate a lot of ice cream on the patio in the shade. And by the time we got to issue four, we were a tight knit team, and I was having the time of my life.

And that’s in spite of the fact, I was working about 14 hours a day (with the occasional ice cream break). I’d gone to the Jamboree along with more than 100 other Scottish Scout leaders, and only spoke to any of them for a few minutes each day. We worked so late each night on the newspaper that the canteen delivered food to us because we were never finished in time for the dinner service.

I said to my friend Kay one evening as we sat scoffing our bento boxes, waiting for final proofs to read over, “I wish my real life was like this.” I’d been in the world of work for 4 years at that point, and none of the jobs I’d had so far had brought me anything like this much satisfaction. I knew it was time for a change.

The moment I realised what I was meant for

By issue 8, poor Ger, our fearless leader, was getting burnt out. While I sat with the other editors sat on the patio eating ice cream, chatting, and waiting for the reporters to get their articles out, he had to go to meetings with the other team leads and talk about grown up things. He needed a break and I wanted a challenge.

Enter Katie, Lieutenant Editor!

Standing in front of the white board that Tuesday morning, I was so happy. I felt like I was doing exactly the thing that suited me. I loved leading the team, I loved helping people figure out their articles, I loved making the decisions and solving the problems with everyone’s help.

When I got back from the Jamboree, and back to my grey office walls and fluorescent lighting, it took me all of 8 seconds to start planning my escape. I was going to take my writing skills, my creativity, and my love of the internet and I was going to get me a job in Marketing.

Unemployable?

The problem was that all the marketing agencies looked at my official experience – writing informational web pages with little room for imagination and innovation – and decided that didn’t count. I didn’t have the experience they were looking for in the roles I wanted to do. I got offered a couple of roles where I’d be copying and pasting other people’s content into Buffer, day in day out. I’d be just as frustrated and bored as I was in my existing job, but on half the salary. I figured there had to be a faster way to get where I wanted to go.

By Christmas time I’d decided I’d go freelance for a while and do some marketing for people who I knew. Six months or a year of marketing experience, tacked on to my previous career history, seemed like it would be a better offer, and a chance to demonstrate that my skills really did transfer. I figured I’d show that I could walk the walk, as well as talk the talk, and would get hired on the back of my results.

So I made the New Year’s Resolution in 2016 that I would leave my job that year by my birthday (in July) and start freelancing. Went to my first ever Business Gateway workshop on the 14th January (and met the wonderful Andy Johnston), and started working on a website, and a brand.

At the same time, I started signing up to Scout camps for every week of the summer. I booked in 10 days with my own troop, then two weeks at Blair Atholl Jamborette right after. When I booked a third Scout camp, another 10 days over in France at an event called Roverway, that I knew I really would have to had in my notice. I knew if I didn’t book those camps, I might never have had the guts to meet with my boss and resign, because I found it hard to explain exactly what I was leaving for.

Quitting without a job lined up

It felt really hard to justify my decision to leave when I didn’t have a single client, another job or anything at all lined up. All I had was a few grand in savings and a lot of enthusiasm. If it hadn’t been for those first two guys who took a chance on me when I was all brand new, I’m not sure where I’d be now!

And of course, when I did start freelancing, I realised how much I loved deciding my own schedule and working on my own terms. I learnt so much so quickly, figuring out branding and pricing and managing my time. I realised I didn’t like copywriting, but I loved making websites. I didn’t like Twitter but oh boy did I love Instagram. I certainly didn’t know back in 2016 how much time and energy I’d come to invest in training myself, and getting help from others.

Everything was going grand until January 2018. I’d just started working with Digital Boost clients through the Business Gateway and I was going to deliver my first workshop the next month. I’d met a start-up founder in November and had just invoiced for a piece of work we’d done together. I was working with Andy on designing my new brand – The Whin – and had paid a good chunk of the cost already. And then the first Digital Boost project hadn’t finished and the payment terms on the start up’s invoice were so long and all of a sudden, I realised I was as skint as I’d ever been in my life. I had to borrow £100 off my parents so I could afford to buy groceries for a couple of weeks.

My 2018 security pass

For a few days it really felt like I might have messed it up. Maybe I hadn’t worked hard enough, or networked with the right people, or charged enough for my services. I wondered if I wasn’t as good at marketing as I thought, despite all the time I’d spending researching and learning and working on my skills. By that point I’d realised I didn’t ever want to go and work for a boss in a marketing agency after all. I needed to find a way to stay independent, and carry on working for myself, but I was struggling so hard for every half-day workshop and 4-page website. How on earth was I going to turn it around? It felt so grim. But then I got lucky.

I’d been chatting back and forth with my old manager about coming in on a contract to work on some specific online forms. I’d worked on online forms in my old job and really enjoyed the aspects of user experience and service design. It was only three days a week for three months, but it was a gift, and it came at the exact right moment. After those first three months, my contract was extended, I was promoted to project manager and I got a pay rise, and most of July off. And about 5 months, as much as I was enjoying having reliable income, I was SO ready to be done again.

Even though this time it was on my terms, I still wasn’t really happy. I didn’t have the authority to make decisions and have a real impact. And if I had the authority, I wouldn’t have got to spend time on doing the user-focussed stuff that I really loved. I have the utmost respect for all my colleagues there, but the contrast between working there and working with a solo-business owner could not have been more stark.

I was done. I was ready. It was time to launch The Whin.

How to set your goals for an amazing 2020

How to set your goals for an amazing 2020

Have you made an appointment with yourself to set goals for 2020? In today’s podcast I’m going to give you a behind-the-scenes look at how I like to plan ahead, for a fun and productive year. I’ll explain the 8 questions I ask myself at the end of every year, and I’ve got worksheets and templates to help you plan your best year yet! 

I can’t believe it’s already the end of the year and we’re actually talking about 2020. There’s something about a new decade which makes me feel like I’m living in the future. Today we’re focusing on the planning process that I use at the end of every year. I want you to open up your diary, or the calendar on your phone, and make an appointment with yourself to go through all these goal setting activities for yourself and your business. It should only take you a couple of hours, so make a plan to head to your favourite coffee shop and get cosied in. Use the button below to download the worksheets to take with you, or you can listen back to the podcast as you plan!

We’re taking a couple of weeks off for Christmas and New Year, but I’ll be back on the 8th of January to let you know everything I’ve planned for my own amazing 2020.

How to plan an amazing 2020 in 8 simple steps

Make sure you download the worksheets and listen in for all the details!

  1. Review your goals and achievements from 2019
  2. Think about what’s important to you in life, as well as this year.
  3. Consider how you want to feel at the end of 2020.
  4. Brainstorm goal ideas in four specific categories
  5. Choose some specific goals that match your vision and values
  6. Create a visual timeline for each goal so you know what you can achieve
  7. Create action plans and choose metrics to measure to make sure you stay on track
  8. Put dates in your diary for when you’ll check in on your quarter goals.

Credit for the list of 100 dreams goes to Laura Vanderkam. Laura writes fantastic books about time management and co hosts an amazing podcast Best of Both Worlds.

Need accountability for your 2020 goals?

I would be genuinely THRILLED if you wanted to email me with your goals for 2020, and I will gladly chase you up once a quarter and ask how you’re getting on! I’d love to be your accountability partner.

I’d also love to feature more listener questions in the podcast. Drop me an email! And of course you can subscribe to Whin Big on Apple Podcasts, and leave us a review. I wish you a very Merry Christmas and a Happy New Year.

“2020 is going to be your best year yet!”

IGTV, branding, and perseverance, with Andy Johnston

IGTV, branding, and perseverance, with Andy Johnston

Meet Andy Johnston, a graphic and brand designer with his own company, Eido Studio. In this episode of the podcast, we talked about so many things! We covered how to do branding, how to use Instagram stories, what we’re planning for IGTV, you name it! Andy’s thoughts on perseverance and the ‘get rich quick’ mentality were fascinating and I’m looking forward to sharing that with you. If you want to connect with Andy, you’ll find him @helloeido on Instagram and on LinkedIn.

Before starting his design studio, Andy went to art college and did painting but didn’t finish his course. Instead decided to go quite a different direction. After getting a degree in theology he worked for a long time in a homeless shelter, and it was a while before he realised how important creative really was for him. That realisation opened up a world of options, but in 2015, Andy was awarded some career change funding, and he decided to wing it, retraining in design, at home. The funding acted as a first client, which allowed him to start networking, build a website, and put up a portfolio.

Choosing what to outsource in your business

As many of you know, running a business requires many hats, and lots of the tasks we have to do as business owners are not our favourite. Andy found for his first few years, he felt very motivated and on top of all of that, but things change over time. Even now he still doesn’t out source too much and so there’s a lot a problem-solving and challenging tasks he needs to still do on a regular basis.

Andy’s not opposed to outsourcing however! Instead he finds it more valuable to bring people in on projects, for their creative expertise. He regularly works with a number of copywriters (I was one in the past, although it’s not my main focus any more!) He finds the input of others to be really valuable for clients, and although he is capable of doing the copywriting, and often does do it for his projects, bringing in someone who really specialises in that area frees his time and energy up for the other elements which he really enjoys.

Social media strategy for graphic designers

A lot of Andy’s marketing efforts go into network and meeting potential clients face to face. Business cards are a really important part of that process, and the way they connect back to the website is crucial for creating the right impression. Building relationships takes time, and is difficult to outsource!

Although he started off with ALL THE CHANNELS (doesn’t everyone!) Andy has narrowed down his social media more recently to focus primarily on LinkedIn and Instagram.

Because the visual layout of Andy’s feed is so important, he uses Later App as a scheduler, as it gives a preview of how a post, or set of posts, will look in the grid before you upload it. One of his main challenges is quite different to what I usually see. Andy has a lot of potential content he could share, but finds that a little overwhelming, and so struggles to get things posted very often. I can tell you from working with him that Andy’s ability to think deeply and carefully about messaging and imagery is absolutely his super power, but I can see how, when it comes to the fast-paced world of social media, this same tendency can bit a bit of a block.

To me this looks more like a mindset issue rather than one you can fix with a different system. It’s hard for me to give advice though because my own approach is so different. In general though, remember that people won’t know about all your awesome ideas or learn anything about your business if you overthink it and don’t put anything out at all. Better to have 10 posts up which all give part of the picture, rather than trying to post one thing that encapsulates every single message you want to put across.

“If you have a great insight, and you DON’T share it, then you do everyone a disservice by keeping it to yourself.”

Andy’s approach to LinkedIn is a little different to how he shares on Instagram. The best kind of posts that he’s used so far include content about his branding work. Videos have worked well, which he made in Adobe Photoshop! Other options iMovie, and Adobe Premier Pro, and Adobe After Effects. Adobe Illustrator is Andy’s go-to for design work, so it makes sense that other Adobe products would work best for him. If you’re new to creating video then it’s always a good idea to start with some free options and work up to more costly tools when you have the specific need for them.

How to create your first brand 

When you begin to work on the branding for your business, it’s crucial that you understand WHAT you’re doing in your business, and WHY you’re doing it. Make that as simple, and well defined as possible. Bad branding happens when the message is mixed or unclear. It’s not always easy to define at the outset, so make sure to stay aware of it as you do business, so you can spot of it’s changing over time.

Andy’s part of the branding process can be quite minimal. He shared the example of a restaurant he’s working with at the moment. The most important thing for their branding is making the restaurant a nice space that people want to come into. Getting the interior right is almost MORE important than the logo and the branding, so in this case, a light touch on the graphic design part will be perfect, as long as the restaurant itself is ‘on brand. There’s way more to it than the logo you stamp on it at the end.

If you’re considering applying for funding or spending your own money on branding and design, you need to be really clear on your brand story and so on before you speak to your designer. One way to figure out your brand story is to run your business for a while with “temporary” branding, which is how I did it. I freelanced under my own name before setting up The Whin, which happened when I knew what direction I wanted to take it in. If you aren’t able to do it that way, Andy recommends giving yourself time and space. Long afternoons spent in cafes thinking about how to tell your brand story is a legitimate way to spend some of your working hours. Try out different words and approaches.

For tools to help you frame that thinking, try Simon Sinek’s book Start With Why, or his TED talk. Sinek’s approach works well if you’re combining your business with your life purpose. The Business Gateway have some useful brand guides, so try those out as well, if you are in the early stages and not yet ready to work with a designer.

What’s most important, Instagram Feed, Stories, or IGTV?

Trends in social media are often a cause for concern among people who use it for business – how do you know when things are changing, how can you keep on top of it? This was Andy’s question. I find that if you use a social media platform as a consumer, you’ll find it much easier to keep on top of trends and changes, than if you’re looking at it from the ‘outside’. I learn about how other people use Instagram by watching them do it. And I spend a lot of time doing that because I really enjoy using Instagram! But the flip side is that I see less of what people are doing on Facebook and LinkedIn, because I don’t use them so consistently. And I know even less about Twitter and Pinterest because again, I’m not using them all the time. But that’s ok! And that’s why I’ve chosen to focus my marketing efforts on Instagram, because that’s where I know I can be most effective.

Within Instagram itself, I use Stories and Feed posts very frequently. My approach is that stories are for getting to know people, a bit more personable, and less filtered. Feed is for ‘showing off’, so everything on there is on brand, and professional, and it’s all planned and considered in advance. Stories are more about having a bit of a chat, based on what I’ve been thinking about in my work life. This is what works with my audience, and it fits with what I’ve seen a lot of other people doing, but it’s not the only way of doing things, and I do see a lot of people doing it differently, so experiment to find what works for you.

IGTV is on my list of New Things for next year – I haven’t done any yet! Because I spent so much of 2019 working on the All-in-Whin Marketing Method training course, I’ve kind of drained my bucket on planned out video content. Stories are very spontaneous, and that works well, but IGTV needs to be better organised, edited and planned, because the videos are longer. Next year I’m planning on using it to teach people things, and to give them a taster of what I can offer in terms of in-person events, training, online programmes, and working together on projects. Some of them will be a similar style of content to the podcast, although in much shorter episodes, so if you’re enjoying Whin Big, then do check out @thewhinco on Instagram. Andy and I both agree Mike McGrail is doing a great job of video content on Instagram (which you’d expect given that makes videos for a living!) so look up @getgostudio to see what he’s up to as well.

How to survive starting a business

Andy’s advice to new business owners is just to persevere. You might be surprised by the obstacles and hurdles, even at the point of success. From his own experience, he’s found that challenges can come even when things seem from the outside like they’re going great.

“Don’t focus on motivation, it’s fleeting. Don’t focus on discipline, which can always fail. But get your environment right.”

Having found the above advice while researching motivation, Andy spend some time cleaning up his environment, and found it really helpful for his productivity. I would absolutely agree. When Andy and I recorded today’s episode back in September I was very excited to take on a similar project myself – and you can see the results in my Instagram post from yesterday!

Andy’s second tip is to beware of the get rich quick mentality. One of the joys of running a business is the freedom to create as much value as you can. But that can lead us to over-expect, financially, in certain situations. In fact, it’s more important to think about the overall value that you can give and get in the relationship with a client, not just about the price of the work. There’s always a balance – you do need to get paid. You need to be paid to get the freedom to create that value! But sometimes there are projects that are worth making the exception for, where the relationship is really valuable.

Get connected

If you would like to get in touch with Andy to have him work on your branding and design, you can contact him through the Eido Studio website. He’s brilliant – I would highly recommend Andy’s services if you’re looking for someone who will be thoughtful and precise. You can also connect with him @helloeido on Instagram and on LinkedIn.

Four things you need to know about Landing Pages

Four things you need to know about Landing Pages

Are you struggling to turn your social media followers into real customers? Today we’re going to talk about Landing Pages – what are they and what are they for? Social media is a great tool for building relationships, but not so great at converting people into customers.

Over the next few episodes I’ll be laying out how you can use landing pages and email lists to capture your social media following and reliably turn that attention into income. There’s work involved, and results take time to come through, but I promise you we are going to put together a strategy that will get you results.

Why you need a landing page

On social media, you don’t own your audience, you’re at the mercy of algorithms and tools that you have no control over. So you need to make sure at least part of your social media strategy involves getting people off social media and onto a website, and ideally an email list – this is where you build your business. 

Landing pages are designed to get people to take one specific action

Everything on the landing page aims to persuade the person to do one specific thing. This action might be registering for a course, joining a mailing list, downloading a freebie, using a discount code, requesting a discovery call, booking an event or a stay, etc etc etc. But you need just one action for the page – and to be clear yourself what the customer gets out of it AND what you get out of it.

Landing pages should stand up on their own.

They can be a part of your website, and look the same as your website, or not. Either way, they should still have your branding, but most importantly should stand alone. Scrolling down is great, clicking to other pages is not the goal. If you don’t know how to add a landing page to your website, you might try tools like Mailchimp or LeadPages, which are designed to be very user friendly

Landing pages need to be measured

You need a way to measure the success of your landing page, so make sure, if it’s on your website, that you have Google Analytics installed to track page views and length of visits. You also need to make sure Analytics can tell when someone has successfully completed the call to action – so you need to be sending them to a Thank You page or something which can be tracked too.

Landing pages need to be shared in the right context

The way you share your landing page is important too. You need to give people a little context before the arrive so they know what they’re about to look at. It’s not like with your website where people can come with a multitude of purposes and find answers. Your landing page is designed only to do the one thing. So, in your social media posts where you share or reference the link, you should be setting the context for whatever offer is on the landing page.

If you’re promoting a page through an advert or through search engine optimisation, it still needs to be in context – set the right expectations with the ad or excerpt copy.

Landing pages and Pay-Per-Click advertising

This week, we have a listener question! Julie asked me about an offer she’d received from a Pay-Per-Click (PPC) ads agency, offering to manage their ads for £250 a month, plus a £250 set up fee. She wanted to know if this kind of service was worth the money, and how she should approach it. Here’s four questions you can ask yourself when your considering a similar question.

  1. Can the business afford the first two months’ costs?
  2. How much do you need to make in sales to make it worth paying for the advert?
  3. Do you have the capacity to deliver on all those sales?
  4. Do you have an offer and landing page that are tried and tested? Or can you afford to do the testing on a live advert?

Get your Landing Page questions answered

I’d love to feature more listener questions in the podcast. Drop me an email! I’d love to hear from you if you have any feedback. And of course you can subscribe to Whin Big on Apple Podcasts, and leave us a review.

Mentoring, Community and Facebook Groups, with Allison Harrison

Mentoring, Community and Facebook Groups, with Allison Harrison

Allison Harrison is a yoga teacher, and the owner and manager of Hot Yoga Edinburgh. On today’s episode, we talked about Allison’s 18-month journey to opening her own studio space, and how she found mentors and supporters along the way. We also talked about using a Facebook Group, and Instagram, to grow a community around your business, and how to tell if it’s all working.

Hot Yoga Edinburgh is about 8 years old, and Allison has owned it for the last five of those years. Allison bought the business from a Finnish couple who were yoga teachers, and ran it as a side hustle for about a year and a half before realising she was ready to expand. Because she was still working full-time, Allison recruited another teacher, Heini, to run most of the classes while Allison ran the business itself. Five years later the two are still working together! 

Taking on the business felt like a huge leap for Allison, and opening a studio was another leap too. Allison and her business mentor are both very cautious people, so it felt to her like a real vote of confidence when he encouraged her to go ahead and expand, quite dramatically, with the studio. It took a long time to find the right space, and even then it was 15 months before they signed the lease! After signing, Allison managed a 3 month project to have the space fitted out exactly the way they needed. It was a very stressful time, running the project, and the rest of the business, whilst still full-time employed and travelling all over the place. But although it was very scary, Allison left her job over Christmas of that year, and opened the studio on 6 January 2017.

How to find a business mentor

Allison and I would both really recommend finding mentors and supporters to help you, particularly in the early stages of starting a business, or during any kind of transition. I found my first business mentor through the Princes Trust – and if you’re under the age of 30 and in the UK, you may be able to get support from them too. Allison found hers a different way though. The first step was to have a look at her own skills and where the gaps were, to figure out what support would be most helpful. Recognising she needed help with finance and understanding her numbers, Allison approached someone she knew and  respected who was an accountant and had run businesses and even mentored other people. 

Throughout the last five years, Allison’s had support from others as well. When planning to leave her corporate job, she asked her boss to continue mentoring her as he knew what her strengths were and she knew she liked to work with him. At one point, Allison also invested in professional coaching services. Jenn Fenwick, of Rebel Road coaching, is a transitional coach. She worked with Allison through the last three months of lease negotiations and fit out project. They met once a month, and worked on the transition from Allison’s current situation of ‘full-time job with side hustle’ to her new focus on the studio. She helped Allison to really believe in herself all the way through the process. 

Friends and family can also provide support and mentorship in a less formal way. Allison’s sister and husband are mentors, as the members of our mastermind group. Having a mentor is great, of course, but you as the business owner still have to do the work and make the decision, but it’s so helpful to have a village of people who are willing to help out, and are willing to pay it forward.

Marketing a yoga business on Instagram

The Hot Yoga Edinburgh Instagram page is full of pictures and videos from around the studio. Allison tries to post on the feed is 2-3 times a week, and on the stories she’ll post every day. The regularity has paid off as the number of people who watch the stories has increased dramatically over the last year. The main thing to share are all the the times and titles of the next day’s classes – because a lot of students have memberships, or can come to a variety of classes, this helps them to work out what fits into their day and when they can make time to practise. After that, they also like to share behind the scenes snippets of life in the studio, working, cleaning, and yoga practise.

Allison found it was quite scary to let people in behind the scenes initially, especially with videos. She found it all to easy to get hung up on her own mistakes and flaws. Over time, and with support, she was able to really hold on to the idea that other people aren’t paying that much attention. People ultimately are looking for insight or information – it’s not about Allison herself. 

“Don’t forget to drink water and get some sun. You’re basically a houseplant with more complicated emotions.”

Facebook Groups for a yoga business

The Hot Yoga Edinburgh Facebook page was part of the business that Allison bought over. It’s very useful as a broadcast tool, but engagement is not nearly as good as it used to be 2-3 years ago. So in the last year, Allison and Heini have been working on a group for students, or potential students. From a practical perspective, people engage far more with group posts than with anything from the page. Some of this is because Facebook’s algorithm now shows people more community and group-based content.

Customers love the group because it’s a key part of the community at the studio. They create specific content for the group like Q and A videos that helps people to get to know them. As well as that members can post with questions, issues and ideas, and chat there with other students. Because there’s no there’s not a coffee lounge or social space at the studio, the Facebook group kind of works to fill that gap for helping people make friends in their community. 

How to know if your social media marketing is really working

Allison does look at her Insights on both Facebook and Instagram, but it’s hard to know exactly what’s working, so we talked through a few ideas to get started. For some business you can see very quickly and simply – do you make more money when you do more social media? For other business you need to think a bit harder. You have to work out what behaviour you want to see from your customers – what has a tangible benefit to the business and is leading towards more or bigger sales? Once you know that, you can figure out what you want to measure. Then, and only then, should you go into Insights to see the numbers for what you’ve decided to track. If you have some ideas, you can treat these like little science experiments. Test out your ideas or “hypotheses” about relationships between behaviours and income. For more on this, check out Episode 8 on Instagram Insights. 

Thanks for joining us today on the Whin Big podcast. Make sure you head over to the Hot Yoga Edinburgh Instagram and Facebook Group to say hello!