From Freelance Graphic Design to Social Media Agency – Michelle Coyle

“Your brand needs to be seen at least 7 times before people make a purchase.” – Michelle Coyle. How many times do you think you should start taking social media seriously?

I’m not going to lie. Social media marketing (SMM) can be frustrating and annoying when you don’t have the right content creator and manager behind it.

In this episode, I invited Michelle Coyle, the founder of Beechtree Marketing. Her story is very inspiring as she started as a freelance graphic designer and built up her social media agency from there.

She also balances motherhood and business life in New Jersey and still makes time for business networking to get clients and referrals for her business.

The Creative Paradox

The “Creative Paradox” refers to a situation where highly creative people face challenges in networking and connecting with others. 

You see, these creative individuals, such as graphic designers, illustrators, and video editors, are really good at using their imagination and skills to create amazing things. They love their creative work so much that they often want to focus all their time and energy on it.

However, here’s where the paradox comes in: Networking is a way for people to meet and connect with others, which can help them find new opportunities and improve their careers. 

It involves talking to people (yep, scary AF!), making connections, and building relationships. 

But many creative people find it difficult to do this because they want to stay focused on their creative work. They worry that if they spend too much time networking, it will take away from their ability to create awesome things.

This is exactly what Michelle had to go through as a creative freelancer to become the entrepreneur she is today!

Social Media Marketing For Small Businesses

Social media marketing is crucial for brands, even local businesses, because it helps them connect with people and showcase their personalities. 

Despite spending so much time on social media, most people don’t know how to create content for their businesses. As a result, Michelle’s company takes care of it from design to paid advertisement.

One of the main challenges of social media is that it does not directly contribute to sales. Businesses get confused about why social media marketing matters when they can’t “directly” see money coming in.

“People should see your business at least 7 times before buying from you.” Michelle Coyle.

So, long story short. You DO need to invest in social media if you want to remind your audience that you EXIST.

What is Reputation Management?

Reputation management in companies refers to the actions and strategies businesses use to build and maintain a positive image and perception among their customers, stakeholders, and the public. 

It involves actively managing how the company is seen and perceived by others.

In today’s digital era, reputation management refers to your Google My Business reviews.

You’d be surprised how many businesses DO NOT care about their reviews on Google Map.

Instead of waiting for someone to complain, reputation management takes a proactive approach to view businesses with a better eye. 

Companies work hard to build a good reputation because it helps them attract customers, build trust, and differentiate themselves from competitors. 

Reputation management includes activities like monitoring and responding to online reviews and feedback, addressing customer concerns promptly and effectively, and maintaining open and transparent communication with the public.

Should you be afraid of AI?

The short answer is: You should be afraid if you are not working on your skills. Otherwise, it is a fun tool.

AI helps marketers be more effective: AI technologies can analyze vast amounts of data quickly and accurately, providing valuable insights into customer behavior, preferences, and market trends.

This enables marketers to make data-driven decisions and develop more targeted and personalized marketing strategies.

• AI enhances efficiency and productivity: By automating repetitive tasks and streamlining processes, AI frees up marketers’ time to focus on more strategic and creative aspects of their work. This can lead to increased productivity and the ability to accomplish more in less time.

• AI improves customer experiences: With AI-powered chatbots and virtual assistants, marketers can provide round-the-clock customer support and personalized interactions. This enhances the customer experience by delivering instant responses and tailored recommendations, leading to higher customer satisfaction and loyalty.

• AI promotes innovation and creativity: AI technologies can generate new ideas, provide inspiration, and assist in content creation.

• As a marketer, you can leverage AI to explore innovative approaches, generate engaging content, and discover new marketing opportunities.

Episode Chapters

1:20 How Michelle Pivoted in her Career 2x

3:00 Peek into a Social Media Marketing Agency

4:30 “AI Taking over jobs” from Michelle, who went through ‘08 and COVID…

6:36 AI Prompt Engineering

8:40 Digital vs. Traditional Marketing

9:20 Michelle’s Agency

11:00 Organic marketing then paid

13:00 How does Michelle find clients?

16:40 What is reputation management?

20:00 AI can take over, and be careful about this!

24:00 Hashtag Research

25:30 Why LinkedIn is COOL?

28:07 Michelle’s experience working with CMOs

28:56 What is Michelle’s advice for 20somethings to become successful?

30:02 Motherhood and Running a Business