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It can be challenging to think of new ways to connect with your customers, that’s why we’ve worked with a social media expert to help you boost your brand in 2023.
Read on for her top tips and watch her talk from our Empowering Women in Business event.
Download practical tips from Lucy Hitchcock and an editable business worksheet to help you find your purpose and set new goals.Download
During the Covid-19 lockdowns in 2020, there was a boom of side hustles emerging with people having time to explore new ideas.
As lockdown measures eased, people began to socialise in outdoor spaces. During this time, social media expert Lucy Hitchcock came across a problem. There wasn’t an effective way for her to transport a bottle of wine while keeping it cool for the whole day.
When presented with this problem, Lucy said: “Most normal people would go – oh well, never mind, better luck next time.”
“But instead I went no, I won’t do that, I will create my own insulated wine bottle.” And that’s how Partner in Wine began.
But it was Lucy’s content strategy and brand storytelling that propelled her product to being stocked in retailers like Selfridges and Liberty.
Lucy, who also founded digital marketing agency Sassy Digital, told the story of Partner in Wine and shared a range of marketing tips with other small business owners at Simply Business's Empowering Women in Business live event.
She was joined by the winner of The Apprentice, Harpreet Kaur who shared her tips for supercharging your business in 2023.
The way Lucy harnessed her story was a big part of what made her marketing effective. Initially, Lucy shared with friends, family, and other business owners that she was starting a business but didn’t explain what her product was.
By the time she revealed the product, there was a sense of anticipation among her followers which helped to get the business off the ground.
Her side hustle took the next step when one of her TikToks went viral. It was a simple video, explaining how she started her business and it resonated with people instantly.
Lucy credits the success to her storytelling: “The basis of any good marketing is storytelling.
“When I launched, people were excited because they got to see the end result of the storytelling I’d done over such a large period of time,” she said.
The goal of telling your brand story is to connect with your audience so they understand more about your business than just what you sell. Think about ways you could explain how and why you started your business in a compelling way.
Lucy shared that your business's community is made up of people that relate to your story and like your product, but you should reach out to other small business owners too.
She said the goal of starting a community is ‘to make people feel connected to your business’.
“You want people to support you however they can, whether that’s buying your product or liking your posts.”
She added that to grow your community you should ‘make content that makes people feel something, whether it’s entertaining, inspiring or educational’.
Here’s an outline of the journey you should aim to take your customers on to build a community:
Lucy also outlined that there are many benefits of building a community for your brand, including:
To engage with your community, you’ll need to establish your content pillars and make content that attracts like-minded people.
Think of a content pillar as a category that helps structure your content. You’ll take aspects of your business and build around them.
Wine, small business, and the products are Lucy’s pillars for Partner in Wine. The social media content she creates always falls into one of these categories.
The benefit of doing this is that your content is focused on your audience’s interests.
Think about topics that relate to your business and where you can add value for your customers. Lucy recommends ‘three or four pillars, then use those as the basis for your storytelling.’
Once you have your pillars defined, get creative about how you explore them. Lucy broke down a few different ways to think about your content:
Connect with other female entrepreneurs and share your experiences by joining our Women in Business Facebook community group.
You'll find exclusive Q&A sessions with experts, business tips, and exciting giveaways.
Which of these tips will you use first for your business? Let us know in the comments below.
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Zach Hayward-Jones is a Copywriter at Simply Business, with six years of writing experience across entertainment, insurance, and financial services. Zach specialises in covering small business and landlord insurance. He has a particular interest in issues impacting the hospitality industry after spending a number of years working as a pastry chef.
We create this content for general information purposes and it should not be taken as advice. Always take professional advice. Read our full disclaimer
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