Growing Small Businesses Through Social Media

Speaker 1 0:00

This episode sponsored by Kathy L Wall , state Farm Agency . Learn more at KathyLWALLcom . And Stuart Arango , oral Surgery . Learn more at SAOralsurgeonscom . Welcome to the Bubble Lounge .

Speaker 1 0:18

I'm Martha Jackson and I have been noticing a lot of new small businesses opening up around the neighborhood . One of the main reasons that we started this podcast was to support these small businesses and help shine a light on them and help them thrive any way we could . One of my favorite small businesses in the neighborhood is Chapa Vara . Emily Wickard started this business a few years ago out of her home and has developed it into this major brand , not just in our neighborhood but across the country .

Speaker 1 0:44

But one of the biggest things that has always impressed me about Emily is her presence on social media . I feel like she never went through an awkward face , she just jumped right in , figured it out and has grown her business tremendously through social media . But it wasn't always that easy for Emily , so I invited her in just to share all the things that she went through to grow her business , so she could pass that information to all you small business owners out there . So if you're struggling to grow your business on Instagram and TikTok , this episode is a must listen to . You are going to absolutely love all the things that Emily shares in this episode . Emily , welcome to the show .

Speaker 2 1:21

Thank you , martha , I'm so happy to be back .

Speaker 1 1:25

Well , it's been a while since you've joined us and , like I was telling you when I invited you to come back , is there's so many new small local businesses popping up in our neighborhood and around the area , and I was telling you that I feel like social media has become such a necessity for small businesses and you are one of our local businesses that I feel like you just got it right like off the bat . You never went through this awkward period .

Speaker 2 1:50

You don't have any embarrassing videos out there like oh , there are some , martha , I can tell you there are . I may have deleted them , but they were there at some point .

Speaker 1 1:58

Well , it happens to the best of us , but I wanted you to share your wisdom with all the small businesses out there of just how you made this all happen .

Speaker 2 2:05

Absolutely Well . So just to give you a little background , I had worked the first 20 years of my career in finance , and so I had an opportunity to leave the role that I was in . I had two kids one in three and I just really wanted to find something that I was passionate about and fashion had always been my passion and so I saw other women , you know , opening boutiques around town and I thought that was great , but I knew nothing about the industry . So I Googled how to start an online boutique and , you know , I saw how women were not necessarily creating brick and mortar stores , but were really leveraging social media to sell their product . And so I started in our Park City's online yard sale Facebook group and , yeah , I developed the following there just by selling I modeled the clothes myself and selling new clothing on there . So that's how my first foray into social media was on Facebook .

Speaker 1 3:05

Well , I do remember , just like it was yesterday coming to your house to come pick things up on the side of your house in the containers , absolutely .

Speaker 2 3:12

Purchase pickup . Yes , yes , yes . Look how far you've come . It has been wild , yeah . I mean for me , you know , when I just never envisioned this becoming something that was like a big business . I just loved finding unique clothing that was affordable , that ladies got excited about , and selling it however I could , and so I went pretty quickly from Facebook onto Instagram , and when I joined Instagram , I literally did not have an Instagram account , so I had zero followers and you know I was smart . And then I surrounded myself with really smart women who are young and understand social media . I started with a couple interns who knew the platform and slowly over time , they helped me sort of develop our brand identity on Instagram and it has been just an amazing platform for us . And what's great about it is you don't have to invest a lot of capital for a brick and mortar store . You can really grow a business leveraging social media .

Speaker 1 4:11

Right , right , it's , it's . It's fairly affordable and I can say without question that people wouldn't know about the Bubble Launch podcast if it wasn't for Instagram , primarily we do a little bit better over there than Facebook , but it's just such a good way to stay top of mind of your customers and just constantly let them know what's going on and what's new . I mean , in your business that's a daily thing with with all the inventory that you all have .

Speaker 2 4:36

Yeah , absolutely . I mean for me , not knowing a lot about the platform , you know , I just was really concerned about making sure we connected with our customers . So Instagram isn't just hey , we're selling this piece of clothing , it's me modeling the clothing because I didn't know any models . So I figured , OK , I'm going to put the clothes on myself , model them , and then really during COVID , when women couldn't come to the house and shop , I would record fit videos is what I call them and I would talk about the clothing , how they fit , how they felt , and that has really resonated .

Speaker 2 5:10

And again , I think what it is is having the connection . And , yes , I'm the face of the brand , but I wouldn't sell anything that I wouldn't wear . So I think that is an aspect of social media that you wouldn't necessarily get in an email or on a website . You're really developing a personal connection with your customers and you're bringing them along on the journey . With Instagram , we do so much behind the scenes . We just launched our resort collection today and that has been amazing . We brought our followers along when we traveled to Miami and we shot all the clothing there and they really feel like they've been a part of seeing Avara grow through Instagram .

Speaker 1 5:48

Well , just right there , what you're saying is that sense of community . I do a lot of research on trying to figure out my own Instagram and just building that community and letting people know you're a real human being behind this brand . Absolutely . And I think that forming that connection is so important because the more they like you and the more they trust you , the more they're going to buy from you Absolutely , and that sort of segues into .

Speaker 2 6:11

When I first got onto Instagram , I wasn't even familiar with influencers or ambassadors and I started seeing other women and they weren't necessarily selling their own clothing through a store , but they were influencing and I was really anti-influencers at first . I said , oh , I don't like that . I really preconceived notions on sort of what an influencer was and I didn't trust them . And I remember one reaching out to us and she actually her name is Natasha , she lives in Nashville , she is still our number two , is our first and still our biggest influencer . But she said I love your clothing , I would love to feature it on my Instagram account . And reluctantly we allowed her and I mean , you know , I look back and I say , boy , I didn't know what , I didn't know . She is just so authentically herself . She is someone who's colorful , real . You know , we look for women to represent Avara that really , you know , aren't just about selling clothing but are about developing relationships with their communities that follow them . So leveraging not only Instagram but those affiliate partnerships has just been incredible for Avara .

Speaker 1 7:18

Well , tell me , when you were first working with an influencer or an ambassador , what are you looking for and kind of describe the relationship and how that ?

Speaker 2 7:28

works , absolutely so with Avara . You know , what is interesting is , if you go on Instagram , so many of the women are younger , they tend to have sort of a more neutral aesthetic . So finding women that are into feminine , colorful , compliment worthy as we say clothing was harder than we thought and over time , you know again , we really look at women's videos when they're talking to their customers , how they present themselves , you can just tell . You know , you can tell when an affiliate partner is really excited about the brand and , trust me , they don't all work . You know we have some that we think oh , she's going to be a great fit for the brand and they just don't convert . You know , that would be the one thing I would say to anyone thinking about leveraging either social media or an influencer program try and , try and try and you will fail , you know . But I don't think you're taking enough risk if some of those things don't come to fruition .

Speaker 1 8:26

And we'll continue the interview after this short break .

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Speaker 1 10:40

I'm very much a color girl , heck yeah , much like you . That's why I think I like your brand so much , Absolutely Well .

Speaker 2 10:45

We love that .

Speaker 1 10:46

And I don't understand that . It must appeal to people , but it doesn't appeal to me .

Speaker 2 10:51

Agree and I think that's what is made of our so successful in such a short period of time was we do offer a line that is a little bit different . You know you can walk into an anthropology or a Nordstrom I mean there's so many choices , right but Avarra really does curate across a matrix of brands . We design almost 40% of all the pieces we sell ourselves . I mean , we feel like we have an unserved market with our customers , so that colorful , feminine , affordable look that you don't see everywhere is something that again , really resonates with our audience .

Speaker 1 11:28

Well , I know a lot of the small business owners are going to want to know this question . So are you able to say , just kind of big picture , what working with an influencer cost ? Is there a trade out ? Is there money ? A little bit of everything .

Speaker 2 11:43

Great question , and what my Influencer Manager always says is it is truly the wild , wild West . So we work with influencers who have a couple thousand followers to . An influencer has over a million followers , and these women are from ages 22 to 67 . It really does depend . Some are being paid by the post , so they say if you want us to feed the bread , it's a flat fee . Pay us and we'll put your pieces on the story . And most get commissions . So on every dollar they sell , they get a certain percentage of commission on those pieces . So it is really .

Speaker 2 12:21

I wish I had a standard way , you know approach , but there is that I remember in our early days like to know it is the platform that really facilitates the transactions between the influencers and businesses . I remember they said to us well , you could run a campaign with us and it cost $20,000 . And they would have just could have told me it was $20 million , $20,000 . I said they are crazy . So instead I hired a couple of college interns and we scoured Instagram and we found women . We thought we'd like the brand and we sent them PR packages and we introduced the brand to them and some bit and some didn't , but those that did , we started developing a critical mass and more of a brand identity with influencers

Influencer Marketing and E-Commerce Tips

Speaker 2 13:04

out there . So , but yeah , try , try again , be consistent and , you know , jump on the trends . Tick Tox is something I do that people enjoy , and reels and videos , really allowing the audience to see you as you .

Speaker 1 13:18

Right , right . Well , I just think it's such a brilliant mix to add into your marketing mix is because most of us do follow influencers , I'm kind of having a hard time finding those that I like , that are kind of in my age bracket .

Speaker 2 13:30

It is hard , martha . You need to become one . You'd be terrific . Let's talk after this . We'll get you an influencer contract with Avara . It's a deal .

Speaker 1 13:39

Do you have a product or business you want to introduce to families in Highland Park , then we want to work with you .

Speaker 1 13:45

With over 140,000 listeners and more than 200 episodes and a strong Instagram community , the Bubble Lounge Podcast is the perfect way to connect with families in the park cities . Visit bubbleloungenet to learn more . Hey friends , if you love this episode or you're a fan of the Bubble Lounge Podcast , follow us on Apple Podcasts and Spotify . Just tap the follow button at the top of the screen if you're a fan of the Bubble Lounge and , even better , send me a text message with the word bubble to 469-757-2500 . Just open your messages , type in my number , 469-757-2500 , with the message bubble . Once you send me a text , I will add you to our list and send you a text message whenever a new episode is published . So follow us on Apple Podcasts and make sure to send me a text so you'll never miss an episode . You find those that you relate to and you like their style , and then , all of a sudden , here they are modeling different clothes , and I'll tell you what it works for me . I've bought a lot of things from different influencers .

Speaker 2 14:51

Absolutely , and I think too , like with fashion , it's constantly evolving . When we started Avara , we didn't really do a lot of prints which sounds crazy now because a lot of what we do are prints but we were more solid staple pieces and again , fashion's evolved . You know we talk about this summer . You're seeing a lot of crochet . They call it beach office , so stripes , sort of think Hampton's vibe . So you're gonna be starting to see some of that being incorporated into Avara's line . But it's still Avara at the end of the day , it's still on brand , even though the aesthetic changes because the trends change . I mean that's what makes it fun .

Speaker 1 15:28

Well , let's switch gears to the algorithm , the ever-changing algorithm . I am like constantly trying to figure that thing out and I feel like once I finally think I have it , it changes .

Speaker 2 15:39

So what got you ?

Speaker 1 15:40

discovered last week now gets you not to discover . Absolutely true . How do you stay on top of ?

Speaker 2 15:45

this . You know what's so funny ? I don't , and that's an easy answer . But what I have found is and this is just after five years of doing this BU , you know of course there are gonna be ebbs and flows and likes and views .

Speaker 2 16:00

Some people are really into analytics around the algorithm . I just have found in my experience , if we stay true to who we are and if we like something you know the TikToks I referenced earlier but Instagram results will do funny mom moments , you know , and of course I'll be wearing a varra , but you know relatable moments that are funny . You know we started off doing those , we weren't getting any likes and no one was looking at them , and you know we could have just stopped because you know the algorithm or whatever didn't obviously favor what we were showing , but we stuck with it because we liked it . You know , and I think that eventually comes out on top . You know , really and truly being authentic to whoever you are . I think that's the thing that people do . They try to be like others or they try to . They see everyone doing something and they try it themselves and you sure sometimes it works , but it's gotta feel authentic to who you are and , in our case , are of our brand .

Speaker 1 16:55

I think that's really good advice . I too am guilty sometimes of getting hung up on numbers oh , we all are . And I drive myself crazy and Sean's constantly getting on to me .

Speaker 2 17:03

He's like those are just vanity matrixes . So you do not need to worry about that . He's right .

Speaker 1 17:08

So you just confirmed he is right . He would love to hear that .

Speaker 2 17:11

Okay , I'll let him know . He'll get some browning points for Sean .

Speaker 1 17:14

Well , you guys have achieved such impressive cells growth . I mean , I've been with you since almost the beginning . Yeah , Like I said , still remember coming over to your side yard and opening those little containers and then wow look at you now , but what do you feel like is ? That is some of your tips that you could share , that have taken you to this point .

Speaker 2 17:34

Absolutely , I think . I mean I wouldn't , it wouldn't be genuine . I mean not say the 20 years I had in business are helpful , right , I mean I had a finance background so I knew a little bit about you know business and metrics to look at . But as far as just with Avarra , again I would say that if you are passionate about what you do , you know whether you're filling an order or putting packages out on the side bin of the house or we had our Pieces featured on the Today Show . You know , regardless of what you're doing , you're enjoying it .

Speaker 2 18:05

I think finding something that is your passion , that serves an untapped market , is really , really important . And you know , the best advice I have is just get started . So many women think , okay , I got to plan all this in this right time , in this right moment . Just get started , even if it's small . And when you fail because you will fail at some point , you know keep going . One of the biggest , you know , turning points I had in Avarra's past is when UP sent me a cease and desist . I said you're running an illegal business out of your home . You can't do this because of our Jesus . Everybody knew about it and I thought what am I going to do . You know , this is it , it's over . Well , guess what ? We have a store on lovers , you know people can come shop there , and we have Avarra East as all 50 states now , so we've really been able to leverage the e-commerce aspect of the business and work terrifically .

Speaker 1 19:04

Well , and that's a piece of its own is e-commerce . Yes , it's a lot to figure out for most people and I bet there was a big learning curve for you there there was for sure .

Speaker 2 19:13

Early on probably around 2020-21 , we engaged an ad agency , so they really help us run our social media . They help us run Google shopping when you see Avarra suggested in Google shopping , they help us run that . Things like SEO , that I know the letters , but I'm not sure what it means . Having trusted partners along the way is really , really important to you . We by no means do all of this by ourselves .

Speaker 1 19:39

So we were talking earlier of how I was telling you I felt like you never went through that weird , awkward phase of your posting and your content , everything I most certainly did , and I've just always found it kind of overwhelming as far as what to know to post , how much to post .

Speaker 1 19:55

You see so many people posting multiple reels , multiple stories every single day . Do you have a process in place as far as an editorial calendar ? Do you record things ahead of time , batch them up Great question . Then release them . How do you handle this ? And it's definitely evolved .

Speaker 2 20:12

But what I've really learned is obviously , at Avarra , we're releasing new products twice a week . So really everything we do from social media is to support those launches . But for me , one of the things I said my God , am I going to be creating videos every day and shooting pictures ? There's this amazing concept called batching content . So before I came here , I did fit videos and new release videos for all of the pieces that will be launched next week . So we have once a week where I go in , I do all my fit videos , batch that content and go . So that has been incredibly helpful .

Speaker 2 20:45

Now , what I do think you need to mix that with is authentic in the moment content . Right the other day , I had wrapped up doing fit videos and I looked around my office and it was just like a bomb went off and I said I'm going to show this because I need these women to see what it's really like or there's something interesting going on . That's really in the moment . I think if you mix those two together , there isn't this big pressure that you have to post a certain number of times a day . You have to do a certain number of reels . I think consistency is key . You need to be in a business like mine , certainly posting once a day to the feed .

Speaker 2 21:21

But stories which is where we talked about batching content are really those 60-second clips where you can show a product or show , tell a story or what's going on in Avarra . We leverage those but again , we're working way ahead , so we're always batching content . I am someone who could not be an influencer who's having to record content every day and here's what I ate for breakfast and took my kids to school . I have no interest in that , nor would anyone have interest in following me , because it's really boring . But with a business where you're actually selling something , you can really plan ahead . So for a business owner or someone who's wanting to sell products online , you can really work smart and not have that consume your time .

Speaker 1 22:06

Right , so just basically invest the time up front and then scatter it out for the next week , exactly .

Speaker 2 22:13

Get on a schedule , batch that content , record it all , get your hair and makeup done , do what you need to do and then release it over the coming week . That's really arcades .

Speaker 1 22:21

Well , I like what you said . I feel like a few years ago , the Instagram experts gave us permission and told us you do not have to have perfect videos . The less perfect that you show yourself as the more relatable you are , and I do think it's funny . I love seeing people's messy office . It makes me realize . Guess what ? I'm not the only one you know .

Speaker 2 22:41

Absolutely , and I think one of the things I was really concerned about when I first did this is I never wanted anyone to see me at my best in Highland Park Village , with my hair and makeup done everything beautiful . That is not real life . That's me in a moment , with a great photographer and lighting . I wanted people to know that , hey , I'm a real person with real challenge . I talk a lot . I'm a 7-year sober , so I talk a lot about being in recovery . I mean things that necessarily I wouldn't have shared when I started . But I want women to know Like , just because you see something from an influencer or someone on Instagram doesn't mean that's a reality . I think a lot of people have figured that out over the years .

Speaker 1 23:21

That is just so true . I think that doing COVID , the influencer world kind of changed quite a bit Absolutely , because their lives were no longer easy to paint in this perfect fashion . Exactly . They're kind of letting their flaws out a little bit more , and I've noticed that they've all kind of changed along the way they have .

Speaker 2 23:38

I mean , alex Earl is someone who she's young but a huge TikToker , and she spoke about how she just wasn't getting engagement and it wasn't resonating her content . She finally started talking about her acne and how awful it was Right , but she said , my God , it was like that was the click . People said , okay , like she's real , and from there now she has millions of followers and I think she's dating some NFL or so you know what ? Show your flaws , because it's something that really resonates with people . We're all human and no one is perfect , no matter what they try to show you on Instagram .

Speaker 1 24:10

Absolutely Okay . One of the big negatives about being on social media so much is you're really putting yourself out there to a lot of people who some you know , and then there's a lot of exposure to people you don't know and sometimes we can get some rude comments coming in . How do you deal with the trolls out there ? Gosh .

Speaker 2 24:28

I am a people pleaser , I want you to like me , and so when I first started , I was reading all the comments myself and it was always me for the 10 positive comments there'd be that one that would stick with me .

Speaker 2 24:39

And what I learned over time is it's a lot of noise . You know , it was hard at first , but I kind of have of the mindset is , right now I'm fortunate enough to have someone handle my social media . I don't read any of the good comments and I don't read any of the bad , so it's sort of everyone's entitled to their opinion and it's one of those things that's a necessary

Overcoming Challenges in Starting Small Business

Speaker 2 24:59

evil . I say you know , in some ways that means we're getting ourselves out there and people are seeing us . But it's something that you have to deal with and you have to have thick enough skin to say I know who I am , I know what I'm doing and you know what I'm going to hold the course , and the worst thing you could do is listen to the trolls , because they definitely don't have your best interest at heart or engage with them .

Speaker 1 25:19

Oh gosh , that's the worst . Yeah , kill them with kindness .

Speaker 2 25:22

That's always been my motto .

Speaker 1 25:24

Well , I've just never understood why somebody , if someone's post-rebs in the wrong way , why can't they just keep going ? Why do they feel like they ?

Speaker 2 25:31

need to just live it all out . They can unfollow us right .

Speaker 1 25:33

That's just novel concept . Yes , it's a powerful thing to unfollow somebody , Right ? Well , so a lot of the business owners out there that I talked to have just told me point blank Martha , I'm just not comfortable being on camera and I feel like if people could get to know them , I really think it would improve their business . What advice do you have for people that aren't comfortable ?

Speaker 2 25:53

So true , I mean , I was in corporate finance , as I said , for 20 years doing spreadsheets , going to meetings . I had absolutely zero experience getting in front of a camera or speaking about clothing . And again , it was kind of during COVID , out of necessity . I just did it when I would say , well , what new do you have and show me ? And I would record these videos . And , my God , I look back I promise some are pretty awful .

Speaker 2 26:15

But I just did it and I said to myself what am I trying to do here ? I'm trying to explain this clothing . When would I wear it ? How does it feel , how does it fit ? And I really just focused on the content and what I was trying to communicate and tried not to get too worried about how I looked or how I sounded . And again , the more practice , practice , practice , the more you're just willing to put yourself out there , the better . I had so many friends and , frankly , so many women in the park cities that were like encouraging me and no matter what I put out , there were like keep going . I think people are willing to give people grace for trying and I just think the more you practice , the better you get . And now I can do these videos in my sleep .

Speaker 2 26:55

So because I've done literally thousands of them and it was not comfortable at first , but now it's like second nature .

Speaker 1 27:02

Well , I mean , it sounds exactly like doing a podcast .

Speaker 2 27:05

I was a nervous red to start this thing . Oh my gosh , I'm sure yeah .

Speaker 1 27:09

And Sean kept saying because he had done multiple podcasts himself before he said just expect the first 10 to suck , they're just not going to be good , don't worry about it , just keep going . And sure enough they did . And I literally won't listen to the earlier ones .

Speaker 2 27:25

Oh , I know , right , that just made me cringe . Totally , I get that .

Speaker 1 27:28

But you just push through it , you keep on , you keep showing up day after day after day . You're going to get better . You're going to get over it . You're going to get more comfortable , absolutely so just keep the course Perseverance . Well , tell us your parting thoughts , your final tips to the small business owners Gosh yes , I love this .

Speaker 2 27:49

I mean , a lot of women will reach out to me on Instagram , dm me and say how do you get started ? Help me . I'm always willing to share my experience because honestly and I mean this truly I knew nothing about the industry . As I said , I Googled how to start an online boutique . I didn't have Instagram . It's like if you are willing to have humility and be able to ask all the dumb questions you know , and show up at a market on a non-apparel market day when everyone was closed and say I'm here and they're like we're not open , I mean I made a lot of mistakes , but I was willing to say I want to learn and I was passionate about what I was doing and I enjoyed every part of it , whether it was filling an order , as I said , or or , you know , being interviewed on your podcast . All elements of it have been really , really enjoyable and , like you said , you've got to keep going . Just plug it along .

Speaker 2 28:40

I talked to so many women who are becoming ambassadors and they're like , oh my gosh , I just don't know if I'm being successful , like you are , because you're keeping going . So many people quit . You know , for me , I had to give this business at least a year to really get some , some foundation . You know it's something that you can't just do . You know for a month or two and hope for the best . And for me I was fortunate enough . My husband supported me when I quit my big corporate job and said , all right , and he about gave me a year . He goes , you got a year , let's see . And I was fortunate enough to make it , make it happen , and it's just grown from there . So a lot of hard work , but if you love what you do that old cliche is true it's like you're not really working , you're just really really enjoying every day and I have to say it has just been so much fun growing Avar over the last five years .

Speaker 1 29:29

Like they say do what you love , the money will follow .

Speaker 2 29:31

Right . I mean I used to think , oh yeah , whatever , but gosh , that's so true . And once I hit 40 , I finally followed that advice and it's okay .

Speaker 1 29:39

So you guys have done a phenomenal job and congratulations . You deserve all the success .

Speaker 2 29:44

Oh well , thank you . And thank you to all of the bubble ladies who supported us all these years . I mean , we simply wouldn't have been where we are without all the support of the park cities , women . I mean , they just have loved us from the , from the jump . And all of our OGs are really special to us . Well , tell us how we can find you . Well , shopavaracom and we are shop underscore Avara on Instagram . You can't miss us ?

Speaker 1 30:09

Perfect , and I'll include that in the show notes for you all . Well , emily , thank you so much for being here . Thank you for sharing all of your wisdom . I really think you're going to help a lot of small businesses .

Speaker 2 30:17

Well , I sure hope I do , and they are always free to DM me , because I'm always always happy to help , and thank you , martha , for having me .

Speaker 1 30:25

This was a lot of fun Absolutely . We'll do it again sometime . That's been another episode of the bubble lounge . I'm Martha Jackson and I'll catch you next time .