ABOUT THIS EPISODE
Lucy is joined in the studio by marketing strategist Niki Hutchison for a conversation about the crazy, ever-changing world of marketing, and why the pressure to be everywhere at once is costing small business owners more than they realise.
Niki has a background in advertising strategy and now works with founders to cut through the noise. Together, she and Lucy unpack why "be everywhere" advice from the big names doesn't translate to the average business owner, how to choose marketing channels based on your actual objectives rather than FOMO, and why a social-media-first approach is often the slowest route to sales.
They also get into the follow-up conversation nobody wants to have: why most people give up after one attempt when the majority of sales happen after the fourth, what it means to "go detective mode" on your ideal client, and why energy and belief in your own offer might matter more than any tactic.
What we cover:
- Why "be everywhere" only works for people who are already established
- Choosing channels based on business objectives, not what's trending
- The hybrid of traditional and digital marketing Niki calls "putting out lots of rods"
- Going detective mode: understanding your audience beyond the demographics
- Why 75% of sales happen after the fourth follow-up, and how to follow up without feeling pushy
- The energy behind selling something you actually believe in
Connect with Niki Hutchison at Niki Hutchison Marketing Strategist & ISM Creator
