In this episode of The Edge Effect, host Caroline Crawford was joined by Debbie Oster, co-founder of Entrepreneur's Edge, shares her journey from being an English lit teacher to becoming a marketing expert. She emphasizes the importance of having a strong marketing foundation for small businesses that have hit a revenue ceiling.

Debbie discusses the key elements of marketing, such as being strategic, creative, and analytical. She highlights the need for a comprehensive marketing strategy before diving into specific tactics like social media and paid ads. Debbie also stresses the significance of branding as a subset of marketing strategy, not the other way around. The episode delves into the process of conducting deep audits, market research, and client interviews to create tailored marketing strategies for clients.

Key Takeaways:

• The importance of building a strong marketing foundation, strategic approach, and client-centric strategies for small businesses to overcome revenue ceilings and achieve growth.

• Marketing is an investment, not just an expense.

• Start with a strong marketing strategy before focusing on specific tactics like social media and paid ads.

• Branding should align with the overall marketing strategy and business goals.

• Conduct thorough audits and client interviews to create tailored marketing strategies.

• Flexibility and evolution are key aspects of owning a business.

Follow Debbie:

Learn more about Entrepreneur's Edge: https://entrepreneursedge.biz/

Connect with Debbie on LinkedIn: https://www.linkedin.com/in/deborah-oster/

Instagram: https://www.instagram.com/entrepreneurs.edge.biz/

Facebook: https://www.facebook.com/entrepreneurs.edge.biz

More from Cultiveight Communications:

• Download the Free Guide: Cultiveight Your Competitve Edge (with Self-Audit Exercises) https://www.cultiveightcommunications.com/competitive-marketing-guide

• Have topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email [email protected]

• Follow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/

• Learn more about Cultiveight Communications: www.cultiveightcomms.com

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In this inspiring episode of "The Edge Effect," host Caroline Crawford dives deep into the entrepreneurial journey of Pallavi Pande, the founder and CEO of Dtocs, an eco-friendly tableware brand. Pallavi shares her decade-long entrepreneurial path, her experiences with previous ventures, and how she turned her personal challenges and cultural heritage into a successful sustainable business.

Key Points Discussed:

1. Pallavi Pande's Entrepreneurial Background: Explore Pallavi's transition from various entrepreneurial attempts to the establishment of Dtocs.

2. Learning from Failure: Understand how Pallavi viewed her past business experiences as valuable lessons rather than failures.

3. The Genesis of Dtocs: Discover the inspiration behind Dtocs and how Pallavi's Indian roots played a role in its creation.

4. Market Research and Customer Engagement: Learn about the importance of understanding your market and engaging with your customers effectively.

5. The Role of Marketing and Branding: Gain insights into how Pallavi adapted her marketing strategies, particularly during the challenging times of COVID-19.

6. Social Impact and Responsibility: Pallavi discusses the social cause behind Dtocs, focusing on supporting women in India and environmental sustainability.

7. Utilizing Amazon for Business Growth: Hear about the strategic use of Amazon as a platform to scale Dtocs and reach a wider audience.

8. Authenticity in Business: Pallavi emphasizes the significance of personal branding and staying true to your story in building a brand.

9. Advice for Aspiring Entrepreneurs: Pallavi shares her wisdom for upcoming entrepreneurs about taking action and learning through experience.

10. Continuous Learning and Adaptation: Understand the importance of evolving with the market and being receptive to feedback.

Follow Dtocs

• Use code DTOCS10 to receive 10% your first order of Dtocs + Free Shipping

• Find Pallavi Pandey on LinkedIn.

• Check out Dtocs: https://dtocs.com/

• https://www.instagram.com/dtocsplates/

• https://www.youtube.com/channel/UC9fvPs051hLboYHa_XjxlUg

• https://twitter.com/DtocsL

Helpful Resources:

• Download the Free Guide: Cultiveight Your Competitve Edge (with Self-Audit Exercises) https://www.cultiveightcommunications.com/competitive-marketing-guide

• Have topics you want covered? Are there certain marketing challenges you're struggling to navigate? Send us your questions! Please email [email protected]

• Follow Caroline on LinkedIn: https://www.linkedin.com/in/ccrawford22/

• Learn more about Cultiveight Communications: www.cultiveightcomms.com

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this inspiring episode, Caroline sits down with Cienna Kopischke, a successful business coach and entrepreneur. Cienna shares her journey from a multi-six-figure business owner to a thriving coach and speaker. She delves into the highs and lows of her career, the challenges she faced in the corporate world, and her transformative entrepreneurial journey.

Cienna Kopischke is the founder of Cienna Kopischke Coaching, a podcast host, and a speaker. Transitioning from a successful career in corporate marketing, she has built a reputation for her impactful coaching methods and inspiring entrepreneurial journey.

Key Points Discussed:

1. Cienna's Early Career and Challenges: Cienna talks about her educational background, the struggle with job rejections, and her experiences in a toxic work environment.

2. Pivotal Life Moments: The episode covers Cienna’s life-changing trip to Spain and how it catalyzed her decision to leave her corporate job and pursue entrepreneurship.

3. Starting "Your Life Travel Club": Cienna discusses launching her first business, focused on international retreats for women, and the pivot she had to make due to the COVID-19 pandemic.

4. Health Struggles and Impact: A touching segment on Cienna's battle with hyperemesis gravidarum during pregnancy, and how it affected her both personally and professionally.

5. Transition to Business Coaching: Cienna shares insights into her shift from social media management to business coaching, emphasizing the importance of helping clients with holistic business strategies.

6. Marketing and Business Strategy: Sienna offers valuable advice on marketing, highlighting the roles of mindset, visibility, engagement, and adapting business strategies to individual lifestyles.

7. Building a Personal Brand: Insights into how Sienna's personal values, especially her faith and commitment to work-life balance, shape her brand and business approach.

8. Networking and Community Engagement: Details about Sienna’s weekly networking event for female entrepreneurs, aimed at fostering a supportive and growth-oriented community.

Valuable Quotes:

• “Your lifestyle shouldn't be built around your business. Your business should be built around your lifestyle.”

• “We need to step outside of our comfort zones in order to grow a business... Strangers are going to support you more than any family member ever will.”

Connect with Cienna:

• Instagram: ⁠www.instagram.com/ciennakopischke⁠

• Networking Events: Weekly on Thursdays at 12 PM EST (details on her Instagram)

Episode Resources:

• Your Life Travel Club

• Hyperemesis Gravidarum Information

• Marketing Strategies for Entrepreneurs

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Join me for a solo, off-the-cuff episode this week as I dive into some reflections from the past few weeks as I embark on my digital nomad journey and the importance of asking yourself what is REALLY important to you as you determine how to show up in your marketing. 

Common Challenges in Marketing:

• Lack of understanding and awareness of what goes on behind marketing.

• Marketing is a blend of art, science, business strategy, analytics, and psychology.

• Unspoken challenges in marketing; difficulties in attributing marketing efforts to direct success and sales due to reliance on vanity metrics.

• Challenges in measuring return on investment (ROI) in marketing efforts.

• Business leaders' perception of marketing investments; viewing marketing spending solely as an expense rather than an investment in people's time and expertise.

• Over-reliance on marketing and underestimating its role, leading to misalignment between marketing and other business functions.

• Challenges arising from an over-reliance on marketing and an under-reliance on internal collaboration.

• Double-sided challenges contributing to mistrust in marketing.

What Mistrust Looks Like in Business:

• Questioning and doubting marketing results and strategies.

• Sole focus on money spent in marketing without seeing the value or return on investment.

• Shifts in strategy and branding due to perceived failures in marketing.

• Revolving door of talent and strategies as a result of mistrust and dissatisfaction.

• Cumulative negative impact on the business due to mistrust in marketing.

Strategies to Overcome Mistrust in Marketing:

• View marketing as an embedded part of the business strategy rather than just an expense.

• Distinguish between marketing expenses and investments; understand the qualitative value of branding and strategy.

• Establish a partnership and collaboration with the marketing team; give them a seat at the table to understand business vision and objectives.

• Stand in your own leadership; take responsibility for decisions and actions, including evaluating and improving marketing strategies.

• Work on educating yourself about common challenges and misconceptions in marketing to make informed decisions.

• Consider short-term expenses versus long-term investments in marketing efforts.

Connect with us on LinkedIn: ⁠⁠https://www.linkedin.com/company/cultiveightcomms⁠⁠

Find us on Instagram: ⁠⁠https://www.instagram.com/cultiveightcomms/⁠⁠

Visit our website: ⁠⁠https://www.cultiveightcommunications.com/⁠⁠

Download the freebie: ⁠⁠ https://www.cultiveightcommunications.com/competitive-marketing-guide⁠⁠

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Welcome to another insightful episode where we delve into the journey of Jade Pruett, founder of HelloSEO, HelloSEO is a boutique SEO agency specializing in small businesses and startups.In this episode, Jade discusses the evolution of SEO - a critical piece of a brand's marketing strategy. In her eight years of SEO experience, she has worked with major brands including CNN, Business Insider, and leaders in the semiconductor industry.

Jade shares her insights on some stigmas with working with SEO agencies, how she's set her own path, and how accessible SEO can be to businesses of all sizes.

Key Takeaways:

Helpful Resources:

Instagram: www.instagram.com/jadefromhelloseo

LinkedIn: linkedin.com/in/jade-pruett-helloseo

Connect with us on LinkedIn: https://www.linkedin.com/in/ccrawford22/

Follow Caroline:

⁠⁠https://www.linkedin.com/company/cultiveightcomms⁠⁠

Find us on Instagram: ⁠⁠https://www.instagram.com/cultiveightcomms/⁠⁠

Visit our website: ⁠⁠https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

Welcome to another insightful episode where we delve into the journey of Emily Harpel, the innovative founder of Art of Sucre, luxury cotton candy brand that has given a chic upgrade to your favorite childhood treat. In this episode, Emily shares her journey from starting this business in 2016 when she noticed there was a hole in the market for a chic twist on a nostalgic treat, Cotton Candy.

Taking the money for her Wedding gifts Harpel purchased her first cotton candy machine and began spinning at events all around North East Ohio. Due to the pandemic in 2020, Art of Sucre transitioned into a CPG brand you see today. During the pivot, Emily took to TikTok growing her following to 1.3M followers, partnering with brands like American Girl, 818 Tequila, and Barbie, while growing her team from a one-woman show to 20 employees.

Key Takeaways:

Helpful Resources:

https://www.instagram.com/artofsucre/⁠

https://www.facebook.com/artofsucre

https://www.tiktok.com/@artofsucre

Connect with us on LinkedIn: ⁠https://www.linkedin.com/company/cultiveightcomms⁠

Find us on Instagram: ⁠https://www.instagram.com/cultiveightcomms/⁠

Visit our website: ⁠https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

Welcome to another insightful episode where we delve into the journey of April Lokar, the innovative founder of Semi Conventional, a platform dedicated to helping feminist entrepreneurs amplify their expertise with scalable offers.. In this episode, April shares her transformative career path, her motivations for starting her own business, and her unique approach to assisting feminist entrepreneurs.

Key Takeaways:

Helpful Resources:

Connect with us on LinkedIn: ⁠⁠https://www.linkedin.com/company/cultiveightcomms⁠⁠

Find us on Instagram: ⁠⁠https://www.instagram.com/cultiveightcomms/⁠⁠

Visit our website: ⁠⁠https://www.cultiveightcommunications.com/⁠

Hosted by Ausha. See ausha.co/privacy-policy for more information.

Happy New Year! In the first episode of 2024, your host, Caroline Crawford, dives into the new year with reflection, gratitude, and practical marketing strategies for 2024.

As we bid farewell to 2023, we're taking a moment to express heartfelt gratitude to the dedicated listeners who have been on this journey since the podcast's inception.

This episode unveils upcoming changes to the podcast, promising even more valuable content for our listeners - aka YOU! Alongside guest episodes, the show will now feature targeted episodes with practical takeaways, designed to help you make real progress in your business and life. Listeners are encouraged to contribute ideas for future episodes, ensuring that the podcast remains a valuable resource tailored to their needs.

The Edge Effect's core mission of fostering communication and connections in the business world is at the forefront of these changes, making it an essential tool for anyone looking to thrive in the entrepreneurial landscape.

Episode Highlights:

Helpful Resources:

As we head into this new year, we extend our sincerest gratitude once again and invites you to reach out with questions or ideas. It's a new year full of possibilities, and "The Edge Effect" is here to help you make the most of it.

Tune in, take notes, and embark on a journey of growth, connection, and success in 2024 with "The Edge Effect" podcast!

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In this episode of The Edge Effect podcast, I’m joined by Ryan Morgan, the founder of Swell Digital, a digital marketing consultancy that helps organizations make important decisions related to SEO and digital advertising. Ryan is the founder and instructor of The SEO Cohort, a cohort-based SEO training program for individuals. He is also the author of the book, “Double Your Website Traffic: A Step-By-Step Blueprint Using Content, SEO, PPC, and Social Media,” which reached #1 best-seller status in multiple Amazon categories.

In this episode, you’ll learn:

• How Ryan got into marketing. (01:15)

• What excited Ryan most about digital marketing. (2:40)

• The story behind the Swell Digital brand. (05:30)

• Common dynamics in the organizational and agency world. (10:36)

• Everything starts with organizational goals. (14:35)

• Common threads to simplify in an organization’s marketing. (16:22)

• Competing priorities is a huge killer of marketing. (19:50)

• Taking marketing beyond posting on social media. (24:10)

• The most successful relationships are bidirectional. (29:00)

• Challenges on the agency side of the marketing world. (30:36)

• The difference between generalists and specialists. (33:39)

• Important things Ryan brought into Swell Digital that he had learned. (36:57)

• The more you specialize, the more you can deliver high-quality service and outcomes. (41:10)

• What SEO and digital advertising looks like. (43:10)

• Applying your general knowledge and everything that you know about and putting them into SEO and digital advertising. (49:00)

• How Ryan approaches his own marketing. (52:55)

• Making sure your content is speaking to the ideal audience for each platform and the subject matter is in alignment with what you do. (59:00)

• The most rewarding thing since starting Swell Digital. (01:00:00)

Website: https://swelldgtl.com/

LinkedIn: https://www.linkedin.com/in/ryanamorgan/ 

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

Hosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Edge Effect podcast, I’m joined by David Saggio, the owner of David Saggio Photography, a photography studio focused on making people look their best for the world to see – a genuine look that brings to life the real you. David is a U.S. Army veteran, a trained photographer and paratrooper, as well as an internationally recognized headshot and portrait photographer. 

In this episode, you’ll learn:

• David’s career path thus far. (01:17)

• What it was like to be a photographer in the military. (03:40)

• What David does in his photography business now. (06:24)

• What the on-set process looks like with clients. (09:34)

• The importance of going into detail and planning before the shoot. (12:19)

• The benefit of investing in a high quality photographer. (15:55)

• The strategic impact of visuals for a brand. (19:10)

• Going beyond style to create an authentic brand shoot. (27:18)

• Honoring the individualism of each person behind the team. (30:51)

• The importance of being consistent and looking at your brand every few years. (37:40)

• Why there is a stigma around capturing headshots. (39:44)

• The standard of Peter Hurley and the Headshot Crew that has helped make David the expert he is today. (44:37)

• Constantly growing, learning, and improving. (48:59)

• How David Saggio Photography has evolved over the years. (50:08)

• Recognizing where you want to put your efforts and shifting your marketing according to that. (55:22)

• How David approaches his marketing with his brand being so personal. (1:00:19)

• How he created some separation between himself as a person and his brand. (1:05:40)

• Marketing is in the small details. (1:09:44)

• How David’s marketing changed to attract a higher caliber audience. (1:11:24)

• The importance of talking competitively about your relevance. (1:15:24)

• The challenge of differentiating your photography from everything else out there. (1:17:29)

• Not being afraid to ask for help. (1:20:29)
  

Website: www.davidsaggiophoto.com

Instagram handles: 

https://www.instagram.com/davidsaggio.photo/

https://www.instagram.com/foto_saggio/

https://www.instagram.com/autosaggio/

Connect with us on LinkedIn: https://www.linkedin.com/company/cultiveightcomms

Find us on Instagram: https://www.instagram.com/cultiveightcomms/

Visit our website: https://www.cultiveightcommunications.com/

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