Making your voice heard

Consumers make quick judgements about brands. We spend so much time online these days, we are constantly making snap decisions on who to follow. There can be different motivations as to why someone chooses to follow you, but for the purposes of this article I want to focus on businesses who are trying to attract new customers, and retain existing ones. If you’re looking for some quick pointers to help you stay on track with your marketing strategy read on.

BE CONSISTENT

One of the biggest turn-offs for a lot of people is inconsistency. As a consumer if you aren’t sure what a brand represents it can be confusing and you are less likely to commit to following and engaging with them. If you are starting out and want to build a community (and ultimately attract customers) you need to set out a clear brand identity for your company. I’m not just talking about visuals, but knowing how to translate your brand’s personality into the written word is crucial too. Are you funny, informative, irreverent or serious? Try anthropomorphising your brand – for example if Social Butterflies was a person it would be a career driven mother who was a savvy consumer of lifestyle products and services. If you can define its personality and attributes you can begin to see its place in the market. Being confident about this information will help you stand out from the crowd and create a niche for your business.

STAY TRUE TO YOU

Don’t keep chopping and changing your offering. Nothing says “I don’t know what I’m doing” more than a company that regularly changes its image and business offering. Being consistent doesn’t mean you can’t evolve of course, but over time. If you’re overhauling your entire proposition within a matter of months from launching (or even every couple of months) then something is seriously wrong. You need to take time out, reassess what it is and have a clear business strategy before you start marketing your services. Particularly if you are offering any kind of marketing services – this could be the kiss of death for your business otherwise.

THINK LIKE A CONSUMER

The best way to get back to basics with your online business presence is to think about how you interact with social media as a consumer. Sometimes you can be so immersed in the day to day running of a business you forget to put yourself in the consumers’ shoes. Look at how other businesses project their image online – what works and what doesn’t.

BE A LEADER

But don’t follow a lazy business model by simply copying what other people are doing. Authenticity and originality are the attributes which will engage and retain your customers, so keep it real. You’ll find that customers in a niche audience will tend to follow the same people, so you will stand out as a copycat pretty quickly. If you’ve been inspired by someone else’s success then that’s great, but trying to keep up appearances and shadowing someone else’s online persona will only lead to feelings of disappointment. Concentrate on your own strengths, your company’s USP and carve out your own voice.

DON’T OVERSTRETCH YOURSELF

Don’t compare your business offering to others and simply try to match or exceed it. If you have a strong offering in one or two keys areas, then focus your energy on building those up and making them pay. Once you’ve honed those, then you can look to expand your services or product range. Spreading yourself too thin just to keep pace with competitors is not good business practice. Always remember what your key skill sets are, refine them and teach yourself new ones.

IT’S NOT ROCKET SCIENCE

The message is pretty simple: know who you are and what you do. It’s not rocket science, but so often people get overwhelmed by the mass audiences online and start to panic. This is totally understandable; it can be an overcrowded marketplace. But all the more reason to take a step back and have a clear digital marketing strategy in place before you go live. Be confident in your offering and if in doubt seek advice from professionals.


If you’re interested in finding out more then visit my new digital marketing consultancy website: amywhitedigital.com.

Time for a positive change

Something occurred to me this week after I’d read some lovely emails from readers of Social Butterflies, there is a never-ending discussion online (and offline) about ‘honest parenting’, we can’t get enough of books like Hurrah For Gin and The Unmumsy Mum. But how about some ‘honest career chat’? I’m not talking about flexible working – there are huge strides being made in that area, thanks to amazing ambassadors like Mother Pukka and Digital Mums. I’m talking about the identity crisis so many women feel when they put their careers on hold to have a family. So why does this issue still feel like a taboo subject?

For many women of my generation (born in the 70s/80s) we had established professional identities long before children came along (not forgetting spontaneous mini-breaks, oh how I miss you mini-breaks). But no-one, it seems, feels comfortable talking about the lows of career compromise in motherhood. The most obvious reason is because people don’t want to prejudice future job opportunities or damage their image. But I’m not talking about committing an act of career self-harm. It’s just about acknowledging those lows so you can refocus that energy on creating new highs. If you’ve taken time out, or your foot off the career accelerator, then your confidence needs building up. You’re not going to get that by feeling unable to talk about it. Knowing others feel the same way is both reassuring and empowering. When you feel part of a movement don’t you feel more energised to make a change?

So I would like to open up the conversation. But this isn’t a drowning your sorrows exercise. This is very much about focusing on the positives. It’s about recognising your worth, valuing your experience, honing your skills, retraining in some cases, pursuing a passion and giving each other a leg-up! (I’ve been there, so I should know). I took a three-year career break a few years ago (but I did have two children) so I never feel awkward about explaining that time off to prospective employers. Maybe if I hadn’t done that I might be earning more money, or have a more impressive job, but I don’t like to look back. I am where I am because of the choices I made – no regrets. I think one of the best things you can do if you are on a career plateau is to skill yourself up. Even now, with over 16 years’ experience behind me I still think it’s important to attend courses, workshops and industry events. You should never be complacent about your knowledge in the workplace. I work in digital marketing where innovations and trends move so fast I have to keep pace.

If you’re feeling out of touch with your career identity and looking to try something new, or maybe just want to enhance your existing skills, then take heart from all the amazing women we feature on Social Butterflies. So many of them have taken career breaks, or left behind stellar jobs to try something new that suits family life. You can achieve that too – all it requires is a positive attitude, determination, a healthy dose of confidence and a good support network. You too could feel like the lady in the photo (looks like a Bodyform advert, I know).

TOP TIPS

KEEP ON LEARNING
The best advice I can give anyone who is feeling out of touch with the work place is to continuing learning: take a course, attend a workshop, go to a talk. Find something that interests you and meet like-minded people. Taking courses purely for professional reasons is great too (I’m currently learning all about analytics…) but be clear about what you want to get out of it, particularly if you’re paying a lot of money for something.

RETHINK YOUR STORY
Even if you’re not currently looking for work, try writing your CV out as you would a diary-style story. It’s a great exercise to help order your career thoughts and reexamine what you have to offer in an informal way. Once you’ve got a clearer sense of what that story is, you can translate into a CV format (have a look at Pinterest for CV style inspiration). Set yourself up with a LinkedIn profile and connect with old colleagues – you never know where Barry from accounts is now working and how he could help (by the way, Barry is a fictional character, purely for illustrative purposes).

EXPERIENCE NOT AGE
With age comes wisdom. We should be proud of the experience we have gained, and not compare ourselves to twenty-somethings. Each generation has their own unique skill set  – ours is multitasking experience (in bucket loads!). Taking time out of work has reinvigorated your desire to work, not diminished it. I’m in my late-thirties and we’re not having any more children, so I represent a whole load of women who are not going to go on maternity leave and we’re less likely to flit from job to job. This is an advantage for a future employer. It’s all about changing negative perceptions and seeing the positives.

POSITIVITY PEOPLE
It’s therefore crucial to surround yourself with positive people. There’s nothing wrong with constructive criticism, but the doomsayers can quite frankly f**ck off! If you’re trying to lift yourself up you need people with a glass half full attitude. I always think if you project positivity you will attract it (you can have that as a motivational fridge magnet, you’re welcome).

I’m really hoping by getting this topic out in the open it will help other women out there, who felt like I once did. I’d love to hear from anyone who has felt like this and has made positive changes in their career. Please email hellosocialbutterflies@gmail.com. I’d love to feature your story and inspire other women to do the same.

The authentic face of PR

Kelly Pike is an arts and culture PR Consultant based in Bristol, and owner of Folk Public Relations. The phenomenal rise of digital and social media has changed the landscape of public relations. With that in mind we asked Kelly to share her thoughts on the industry, the age of the social media influencer, and how best to promote your business online.

Tell us about yourself

A lot of things can lead a girl into PR and for me it was books and a love of talking to people. Non stop. I spent most of my career working in London publishing houses looking after household names and award winners of all kinds. I loved it. Big time. But children and London’s crazy property ladder saw a move to the south-west and Folk Public Relations was born. Slowly and on the back of very little sleep. I specialise in arts and culture PR but am excitingly branching out into some mama-brands such as This Mum Runs.

How has digital technology and social media changed the PR landscape?

Recently I’ve found myself thinking back to the start of my career, in the early noughties. Back then we used to joke about bloggers asking for review copies and how really they were for their nan or a present. Not for promotion. Publicity was very traditional then. It probably hadn’t changed for decades. Digital technology and the social media revolution have changed my industry more than many. It’s not enough to get great coverage in a women’s glossy or a TV show. Now a campaign needs to feel holistic and organic. And it needs to feel real.

Social media is a key part of this. We’ve seen the traditionally fairly separate disciplines of marketing and publicity merge so that quite often now publicity includes social media marketing and all my plans will include social media influencers now in the way they used to include celebrities.

It’s actually quite nice because I think it all feels a bit more authentic. Influencers are already your target demographic so what you end up with is publicity which feels much more authentic and real. And PR which feels like that is much more likely to end up creating the much courted and incredibly elusive word of mouth affect.

What are your top PR tips for women wanting to promote themselves and their businesses online?

What social media has also done, of course, is make promoting yourself much more accessible. Social media influencers should be the core part of anyone’s campaign; sometimes the only part of your campaign. And because you can usually contact them directly through Instagram or twitter, there’s no excuse.

Make it authentic
You need to get to know the influencers and treat them as people. Chat to them, make friends. It’s social media after all. Then they are much more likely to want to help you by featuring your product. And you gain some new friends. Win, win. It all makes sense really. Call it PR karma if you will.

Stories
If a career in book publishing has taught me anything it’s the power of the story. Stories sell; stories get under the skin; stories help people connect with a product. Everyone has a story and the key to a great PR campaign is finding its story. I will always ask my clients if there are any personal stories behind what they are selling. And there is always something – be it that eureka moment, a journey through adversity or a family member who inspired them.

Read the papers
Whilst social media adds depth and voice to your campaign and many great brands have started out there, you lose nothing by knowing the media. I keep a reference collection of newspapers to remind myself of columns and writers and headlines which work well. And I read as much as I can. You then start to get a sense of where your story will work best – life and style sections for example, or first person columns. Keep and eye on the news to see if you can use it as a launch pad for an opinion piece.

And don’t be afraid to pick up the phone
I’ve noticed that fewer people like to do this. It feels almost rude but it’s still the best way to make sure things happen. At least you know they’ve heard you when you speak to them.

Don’t give up. Keep being you. Making friends. You’ll get there in the end.


Kelly’s is following…

This Mum Runs: I recently started running. I never ran. Ever. I would stand in the cold and laugh in people’s faces weekly at the park run as I waited yet again at Park Run. I would never run. But then I came across This Mum Runs and it’s ethos has been a total game changer for me. Mel Bound is an incredibly inspiring woman who has made it her mission to empower women who felt like they had lost themselves, or felt lonely, isolated, depressed or just lacking in me-time and give them headspace through free social runs and a hugely supportive, welcoming and active Facebook community. She also runs a totally parent friendly business and she recently was picked as a figurehead for a huge Facebook campaign #SheMeansBusiness and was picked by the Sunday Times as one of their 100 disrupters.  They have done incredible things in the south-west but are expanding to London in April. I urge all mums everywhere to check her out.

Doing It For The Kids: One day when I was felling a bit worried about where my next project was coming from I came across Frankie and her blogline Doing It For The Kids. We got chatting and before I knew it I was writing for her. It has hugely increased my love and engagement with Instagram because the community of freelance parents there are so supportive. We’re all going through the same issues. It’s great to not feel alone. Plus I got some projects out of it


Kelly’s work

folkpublicrelations.co.uk
twitter.com/publicistkelly
instagram.com/bristol_mama

Coach your way to success

Ruth Kudzi had a successful career in recruitment before moving into education, where she was a senior manager for 10 years. It was during the selection and coaching process for a fast-track head teacher program, that she became interested in retraining as a business coach. Ruth realised her skills and natural aptitude could lead to a successful career. Finding a job which fitted around family life, utilised her expertise, and that she felt passionately about, has proved a winning formula. Ruth now specialises in supporting mums who want to achieve in business. If anyone knows how to do it she does, so we asked Ruth to share her career story and top tips for aspiring businesswomen.

Tell us about yourself

I am Ruth, I started my career in recruitment and executive search before moving into education. I spent 12 years working in education, the last nine as a senior leader and consultant. In 2011 I was selected to be part of a fast track program for aspiring head teachers. Through the program I got a coach and I found the impact transformational. I started to become really interested in coaching and I began to coach on a voluntary basis as well as through work, completing various courses and training.

When I became pregnant with my first daughter I started more coaching training and set up my own blog, I worked on this and a couple of other ventures during my first maternity leave but didn’t put much effort into making them work. When I returned to work full time I found juggling my career and my home life really hard, I knew I wanted to start up on my own. So, I completed more training, got myself a coach and started coaching. It took me about six months to settle on my niche working with mums and it wasn’t until Autumn 2016 that I decided to focus on the business element. By this stage I was an experienced and qualified coach and I realised that my passion lay with helping mums create the work/life balance that I had been able to create.

I love working with mums on their businesses and it is very satisfying seeing other mums build the lives that they want and develop successful businesses.

How has digital technology and social media changed the way you work?

It means that I can be a lot more flexible in where I work and how I work. I have clients from all over the world so I can communicate with them easily which I would never have been able to do before.

I have really used social media to build my brand which was invaluable when I had my youngest with me full time, it meant that people could find out about me without meeting me.

I have built up a strong group in Facebook and on Instagram and have met so many brilliant women – women who I am working with, collaborating with and who are working for me in various roles. It has been amazing to hook up with all of these women and help each other.

What are your top tips for mums who want to start their own businesses?

Money matters
I think planning is key and I know it is boring but financials, work out exactly how much money you need and then add 20% to that. So many businesses fail as they haven’t got their head around the financials, if these really aren’t your thing get an accountant or a book keeper to help you.

Support network
Getting support and building a network around you is key. It can be really lonely so finding others doing a similar thing is a great way of having the team aspect without working in an office. If you don’t know how to do something or you lack confidence then get someone to help you. I work with lots of women who have tried to do everything on their own and they find themselves becoming burnt out and demotivated, there are people who can help you so use them.

Devote time to yourself
Spend time on you every day. You are your business and you need to value yourself and nuture yourself for your business to be a success. When you focus on you and being the best version of you it will have a massive impact on your business (and your life).


Ruth is following…

Mother Pukka is bloody brilliant for her flex appeal campaign, she speaks to so many women as we do still want to work but just more flexibly.

Rachel McMichael

Rachel McMichael (aka the techspert) is a lady I have worked with on tech and she is really inspiring, she is the person to go to for tech presented in a really user friendly way (and is a whizz on Facebook ads).

marie forleo

I love Marie Forleo and my coach Emily Williams is awesome. They are both really authentic to themselves and show how you can create mega businesses online.


Ruth’s work

ruthkudzicoaching.com
instagram.com/ruthkudzicoach
facebook.com/groups/careerchangemums
twitter.com/ruthkudzicoach

First (and very possibly last) ‘Podcast’

We all make decisions we may live to regret, creating this Podcast could be mine. I recorded and edited this in a couple of hours to prove a point to myself, and hopefully to you too. If you’ve got an idea don’t keep procrastinating, give it a go. I’d like to quickly caveat my use of the word ‘Podcast’ for fear of retribution. I’m sure the criteria for describing it as a Podcast requires it to be longer than five minutes, informative and entertaining, I cannot promise any of these sadly. As a fan of Radio 4 Woman’s Hour I’d just like to apologise to the nation in advance.

This is for all the mum’s out there who’ve taken a career break to have children. Returning to work at a level which recognises your worth and allows flexibility is something to be celebrated. But sadly this doesn’t happen very often. How can you find that elusive job and get your mojo back?

I’m cringing as I say the words ‘mission statement’ but essentially my mumblings are an explanation for why I started Social Butterflies and hopefully how it can inspire you too. I’d love to hear your thoughts – please don’t leave me hanging in a virtual bubble! Hopefully my words mean something to you. Or even if it’s just to tell me to stop making bad recordings!

CV reality check

I work from home a couple of days a week, and like all women I end up doing chores in between work. Loading the washing machine, unloading the dishwasher (and reloading), checking the fridge for missing items before the inevitable ‘top-up’ shop to the supermarket later (I feel a sad sense of achievement if I can avoid going at least once a day). My ability to multi-task is second to none, as is my ability to procrastinate. The internet has been calling me today with its cheeky loveliness and I’ve been powerless to resist. However, and quite unbelievably, amid endless cups of tea, a quick power-up in the form of a few ‘Waitrose-mini-hot-cross-buns’, I have actually written my CV. I know, I’ve even impressed myself.

I run this magazine alongside my day job, and I’m currently trying to find time to launch my freelance business (digital marketer and editor). During this process I’ve been going through my CV for the first time in a long while, and oh my lord it’s been an uphill struggle. Does anyone else find writing in a self-promotional style buttock-clenchingly awkward? I’m happy to write about other people and tell their story, but when it comes to listing my own experience and achievements I feel out of my comfort zone, much like Nigel Farage at a Eurovision party.

Writing down your professional story is an exhausting process, but once you’ve written it you can spend an infinite amount of time refining it, or as I like to call it, disappearing down the rabbit hole that is Pinterest (goddamn you Pinterest). There are so many styles and designs these days for CV writing that I find it all a bit overwhelming. So I’ve decided to stick to my guns and opted for simplicity. A clean design coupled with riveting lists of experience and achievements *should* speak for themselves.

Part of the reason I’ve done this, is so I have a clear vision of what I can offer, what I know and how much that is worth to a business (and I don’t just mean financially, don’t underestimate sparkling wit and personality). If you’re thinking of returning to work, looking for a new job or perhaps starting a business, writing a CV can be a cathartic process – think AA meets NCT (but with jobs) – the first step is admitting you’ve got a problem, and remember, it’ll be worth the pain! It’s a good idea to get other people to check for errors obviously, but most importantly, writing about yourself in the third person (always a bit weird, but necessary in this context) helps you think objectively about what it is you have to offer. Which, I can guarantee will always be more than you think – age for once is a distinct advantage!

Desk reality: clearly need to buy A LOT more wine by the way

I’ve used two photos to illustrate visually what I mean about having a ‘CV reality check’. The main image is obviously not mine but an idealised, Instagram composition (credit to desk of dreams creator: Emma Highfield). The second one is the reality of my home working situation (it’s my kitchen table surrounded by crap). My point is that you need to think of a CV as you would the picture perfect desk – it’s a contrived version of reality. We recognise the same concept in the real picture, i.e. there is a table and a computer, the similarities end there sadly. So don’t stress about how to present yourself on paper – just write it down and tidy it up later.

We all have bundles of experience to offer future employers, particularly once you’re over the hump of, ahem…35 (ish). We should learn to celebrate our achievements for what they are, not compare ourselves to Instagram perfection (that gorgeous desk can bloody well piss off with all its neatness). Being a mum unofficially qualifies you as a PRINCE2 practitioner, referee, chauffeur, wine taster extraordinaire, UN diplomat (I could go on). Basically you’re awesome, even if at first glance your CV needs sprucing up.

Baking with style

Candice Aboderin is a mother, vlogger and runs her own cake business Cake By Candie. A zest for life shines through in her YouTube videos, which she began as a way of capturing family life for posterity. Candice waxes lyrical on a range of different topics and doesn’t shy away from uncomfortable truths. We asked her to share her story and one her favourite cupcake recipes.

Tell us about yourself

My name is Candice Aboderin and I am 29. I currently run my own cake business Cake By Candie. Prior to motherhood (finally making me take a long walk off a short bridge) I dabbled in advertising and marketing roles, my last job before going alone was with Penguin Random House Publishing. My daughter Esme-Olivia is three and can be very frank about my cake designs, so I still feel like I have a boss of sorts! Apart from that, I love making videos I began doing so just to document my family life, as after my father died I realised I had no video of him. I find comfort in the fact that should I no longer be here and Esme has a burning question she knows that mummy probably made a video about that. I didn’t think others would find it interesting but here we are! As time has gone on it’s made sense to start making baking tutorial videos. With business’ heavily dependant on Google search algorithms, the more content tied to my business name, the better.

How has digital technology and social media changed the way you work?

Thankfully, I’m young enough to say that I don’t know life without it. When it comes to running a cake business, the plus sides are tremendous. Gone are the days of sourcing bank loans and dealing with overheads. With a bright, beautiful Instagram, authenticity and most importantly a great product, you are able to run a business from your sofa! The consistent downside to social media, is watching others and their numbers thinking that you or your business is not doing as well as it should. Whenever I feel those feeling creep in, I know it’s time to take a little break. Personally, it has really helped me build a community that have shared my business and content no end. I am forever indebted to women whom I haven’t (yet) met. I don’t ever see it changing the way I work but hopefully, it will continue to enhance it.

Pink Faux Velvet Cupcakes: far easier twist on the red velvet classic

Ingredients

Cupcakes
7oz caster sugar
7oz butter
7oz self-raising flour
1tbsp milk
¼ tsp red gel food colouring
1tsp vanilla extract (optional)

Buttercream
9oz butter (softened)
1lb 11/2 oz icing sugar, sifted
1/4 tsp red gel food colouring

Method

Cupcakes

  • Preheat the oven to 160 degrees Celsius (fan) or 180 degrees Celsius for gas/gas mark 4.
  • Line a cupcake tray with cupcake cases and set aside.
  • Cream together the softened butter and sugar until pale and fluffy.
  • Beat the eggs in one at a time until fully incorporated. At anytime if you see the mixture curdling add in a tablespoon of flour. Then throw in the rest.
  • Now add the gel food colouring and combine until your mixture is positively pink! At this point if you want to use vanilla extract, throw that in too.
  • Fill the cupcake cases two-thirds full. I find the easiest way to do this with an ice cream scoop but using two spoons will suffice if you don’t have one to hand.

Buttercream

  • Beat together the softened butter and sifted icing sugar until pale and fluffy. Consistency is key here, so try not to over beat as it can make the buttercream too runny. Once done, add in the food colouring until a desired shade of pink is reached.
  • Once the cakes are cooled you are now at liberty to get the party started. For beginners, there is no need to fuss with a piping bag and nozzles, you can jut use a palette knife (even a butter knife will do) and spread until your heart’s content. For those that want to try their hand at piping, I have instructions in this video.
  • Lastly, sit on the sofa and stuff your face!

Candice is following…

 

I love Yvadney and all that she creates. A part-time stylist and full-time mum, it’s wicked to see a mother who hasn’t got totally lost in the SMA sauce and still takes pride and finds a way to have fun with the way she looks. She also created an awesome platform Mum’s That Slay which celebrates a plethora of mothers tackling teething while wearing Gucci loafers. I love it!

Motherhood_RXMotherhood, especially motherhood as a black woman, can be really lonely. I’ve lost count of the times I’ve been to a mother and baby group and been the only POC in the room. Visibility is so important. I love the way MotherhoodRX don’t exclude anyone but really work hard to lift up black mothers who aren’t usually represented in mainstream media

June AmbroseThe queen of celebrity styling (can you tell, I really love playing dress up?). June Ambrose is such an inspiration. With a glowing CV and such a positive outlook to life, her Instagram is where I go to feel good. Plus she styled, Jay Z who is my fav, married to everyone’s fav Beyonce. So June Ambrose has breathed the same air as Beyonce. I’ll take my kicks where I can get them!


Candice’s work 

cakebycandie.com
youtube.com/c/candiescorner
instagram.com/candiceaboderin
instagram.com/cakebycandie