Sheila Donovan
Like many other people, I had a nice corporate career for many years, but my desire to be my own boss increased every year I was an "employee". So, after my first child was born, I left my sales job and long commute behind and started a database marketing company so I could spend more time with my baby and finally be my own boss.
Shortly after I started the marketing company, I met a future business partner who gave me an opportunity to work in global marketing. I jumped at the chance and went on to have a long, happy career in global marketing.
I met so many wondrful people during my travels to places including Australia, China, Ireland, Italy, France. Germany, Spain, Greece, and all over the USA.
Time to Move On
A few years in, it was time for me to move on from the global marketing company I helped grow and build my own company.
I started with a three person crew and we built clean, global databases so clients could find their best customers, loyal customers, new customers and market smarter.
We also sold lists so if a client needed a list of soccer moms in Seattle or Japanese moms in Tokyo, we would rent it for them.
We were honored to serve an impressive client roster Forbes, Dell, Macy’s, National Geographic, SXSW, The Wharton School of Business, Cornell University, and other recognized brand names.
Pivot or Perish Moments
Right now many small business owners are faced with the greatest challenge of their business career. Some learned to thrive through the pandemic, yet other continue to struggle and some will close soon.
Twice in my entrepreneurial career, I had Pivot or Perish Moments. Pivot or Perish Moments are when something happens that so significant in your business that you must change something immediately. Here’s how I survived and learned to thrive.
I have always considered myself and early adopter, but when it came to social media I behaved so differently
I joined Facebook in 2009. I remember looking at it, thinking it was stupid – which was because I did not understand it. I was actually afraid of it because I could see why it was decimating traditional marketing. I closed it and barely looked at it again for 6 years!
Fast forward to 2015 and I had no choice but to learn Facebook, Instagram and LinkedIn marketing at a minimum.. It was a Pivot or Perish Moment.
I was in the data business and privacy laws in the European Union and elsewhere made it too complicated and costly to continue to build databases. No one was renting lists and revenue was plummeting.
Several customers said to me, if you decide to offer digital, call us back we’d are interested.
For me, it was a “do” or “die” situation and I chose to “do”. Yes, it was overwhelming at times and stressful but I made it through to the other side.
The good news is that with some formal training and my marketing background, I was able to transition nicely to the new skill set.
But, it wasn’t without struggle.
Not fully understanding how to turn the lingo into action was the hardest part for me. What was my style going to be? I had lots of questions.
Experts at that time were advising to “Just put yourself out there.” My question was, “Where exactly is out there?” I was equally baffled by the “Find Your Peeps” advice. I had no clue as to where “The Peeps” were or how to reach them. I was pretty lost.
Maybe you can relate to this. You find social media marketing overwhelming, confusing, and it has not worked for you.
The truth is social media marketing is much easier than people think. Once you under the 3 key criteria for good marketing and advertising AND know which options to select on which platform, you are off and running.
My other Pivot or Perish Moment was after the 9/11 attacks and anthrax was being put into international mail. I was in direct mail and business literally shutdown overnight. No one would even touch international mail! Boy, did I switched in a hurry to data quality – whew!
If you have read this far on this website, you might be having one of those Pivot or Perish Moments right now. You might desperately need a steady flow of regular customers but do not know how to use social media to find customers. You want to be in the newsfeed but find Facebook ads overwhelming.
We can help.
Advertising your business is a good thing no matter where you are right now. You can spend just s few dollars a day (like $3 – $5) to reach consumers in your neighborhood.
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