Our first Less Than Likely "expert episode" features Sybil Grieb, digital marketing expert, Founder of 100 Hats, and SVP of Brand Partnerships at Whalar. It was so fun hearing Sybil’s less than likely story of starting her own agency and then pivoting to where she is most excited to grow her expertise. We get into the nitty gritty of all things social media and influencer marketing: where to focus when you’re starting out, how to research your competitors, what to do when you’re ready for paid marketing, and how influencer marketing can be a strategy at any stage.

Where the conversation went:

• Sybil’s less than likely story of starting a business “accidentally” while taking a vacation.
• The moment when Sybil had to decide whether she could build her business in the way she wanted while staying in the lane of what she really loved to do, and how she decided to pivot to her position at Whalar ultimately. 
• Sybil shares what to focus on in your first few years of building a business, in terms of both structure and marketing.
• How to research and assess for your own purposes your competitor’s strategies and positioning, so you can communicate your offering in a way that differentiates you and speaks to your audience.
• How to precisely assess and “arm yourself with facts” about how your competitors are doing so you can apply that research to your own business. 
• The three places you need to focus your marketing with a tight budget. How to choose the right platform for your specific audience and test messaging to find the ones that resonate.
• When you are ready for paid marketing; what do you need to have in place and the tools to make it easier on yourself. 
• What is influencer and creator marketing and why it’s so effective. 
• How to get started with influencer marketing at any stage.
• Why we have hope for social media.
• Kate and Scott debrief.

Links:

• Sybil’s company 100hats
• 100hats.co on Instagram
• Whaler

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