Why branding matters more than you think with Darcy Boucher | Ep. 52 Content Magic with Lindsay Smith

On today's episode, I'm joined by Darcy Boucher, CEO of Bowda Creative Company, a boutique digital marketing agency. 

Darcy and I connected in the DMs about both have a broken wrist! 

Today she's sharing how and why she started her business as well as her remote-first approach and the reason she offers her clients a tailored approach. Hint: one-size-fits-all does NOT work. 

We are also chatting about the value of mission-driven clients, the importance of being super specific and the role of branding (and re-branding) for small business owners. 

This episode is full of juicy details about marketing, content and why going viral is not the answer. 

04:05 Injury recovery disrupted early PR career ambitions.
06:44 Disillusionment with traditional agency work environment.
13:11 Focused on strong growth and quality marketing.
13:44 Toxic workplace undervalues communication and expertise.
18:07 DIY struggles; hire experts for quick fixes.
20:53 Established culture code for guidance and onboarding.
23:32 Bowda prioritizes focused brand management, few accounts.
29:10 Authenticity matters; marketing shouldn't feel overwhelming.
31:31 Done is better than perfect; show up.
34:53 Grateful for technology: voice-to-text, AI notes.

CONNECT WITH DARCY!
Instagram: @bowdacreative
Website: bowdacreative.com
Offer: Custom SEO Score

 

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Lindsay [00:00:00]:
And I. And I feel like we're in a time where sometimes business owners forget that they're not influencers. If you have an online business, you're creating content. And the way you create content is more important than ever. It's really noisy out there and learning to stand out is the only way. Hey, I'm Lindsey and I'm the host of the Content Magic podcast. All about being an entrepreneur and creating kick ass content to market yourself and your business. I have a not so secret superpower for copywriting, marketing and content, and I've helped hundreds of folks just like you show up with a ton of confidence in the online space.

Lindsay [00:00:40]:
I've been doing this content thing for 20 years and I believe the real magic is a combo of intuition, creativity and strategy. You can create content for your business without losing your mind. I promise. So tune in every week for tangible content tips, inspiring guests, and some real spicy opinions. Probably mine. Ready to dive in? Let's go. Welcome back to the podcast and as always, I'm excited to introduce you to a new guest. So welcome.

Lindsay [00:01:12]:
Darcy.

Darcy [00:01:14]:
Hi. Thanks so much for having me.

Lindsay [00:01:16]:
Our pleasure. So I'm going to get you to introduce yourself to the people. Where are you and who are you and who do you help?

Darcy [00:01:25]:
Absolutely. My name is Darcy Boucher. I myself am located here in Ottawa, Ontario, Nation's capital. But my team over at Bota Creative Company is across the country. Bota Creative Company is my business, obviously. I started it in 2011. We're a boutique digital marketing agency. Wait, I lied.

Darcy [00:01:43]:
I started in 2013. I'm aging myself. So 2013. We're a boutique digital marketing agency. I was just telling you we got our start in social media management. That's kind of really where I started again. Going to age myself. It was really when I had a background in marketing and pr and then when social media came on the scene, I was just like, this is amazing because there were these two way platforms which had never really existed before.

Darcy [00:02:07]:
Traditionally, marketing was an ad that you saw on the billboard, things like that, but you couldn't actively engage as an audience member. So I was really fascinated by social, especially from communications perspective. And I'm like, this is great. These platforms are free to use. You just need someone who knows how to use them. When I started, there was a really big gap there on helping businesses and organizations and brands manage them effectively because nobody knew what to do. People were making, you know, Facebook friends instead of a page, they're making a personal profile instead of page. Right?

Lindsay [00:02:37]:
Yeah.

Darcy [00:02:37]:
That's where we started and so. So that was really our bread and butter. We obviously still do that to this day, but we've expanded since now that's beyond just me. My team is all women. Canadian women were across the country. You know, we have social media managers, community managers, strategists, graphic designers, all that jazz. So we do social graphic design, branding, web design development, email marketing, SEO, all that fun stuff. Basically, you know, anywhere with that content and design, meet online.

Darcy [00:03:10]:
That's kind of what we do.

Lindsay [00:03:12]:
Love it. And so what led you to start your own agency? Like, where. Why are you like, I'm going to do my own thing now?

Darcy [00:03:22]:
Well, it's funny we mention it because you and I, both sisters. It was from the previous injury. I also fractured my heel. So in 2011, I fractured my heel. So that was a much. I think I had PTSD from that. When this happened, I was like, oh, my God, don't let it be like that again. So I didn't walk for six months with that because my heel was broken.

Darcy [00:03:42]:
Right. So I couldn't put any weight or anything.

Lindsay [00:03:44]:
Oh, my God.

Darcy [00:03:45]:
Yeah. So I graduated from university a little bit later in life because. Because I paid my way through. I didn't graduate with any student debt. I was also in the reserves. I was on a veteran, technically. I did 14 years of service in the reserves, so I was doing that as well. So then I broke traction and heal.

Darcy [00:04:05]:
I was obviously devastated because I was young, in my twenties and keen and wanted to work. But as I was recovering, which I'm also going through rehab now, so I understand the process, which is why it's depressing now I know more what to expect is, you know, it's a process. So traditionally, especially back in the day, we're talking 2011 here, you have a degree in marketing PR. You go work at an agency and you are the lowest of totem pole when you start and you're doing very long hours, tons of overtime. It's a. I was commuting. I was living in the suburbs at the time, and I just physically couldn't hack it. Like, we're talking the first year after my injury, I literally couldn't start walking unless I soaked my foot in hot water in the morning, especially in winters.

Darcy [00:04:48]:
So I couldn't even get going. So I need something flexible. So we've always been remote first. So I actually very much appreciate that fact because I always like to say made us pandemic, because I've always been remote first. And that was the beauty of these platforms when they came on board. I'm like, I don't need to be somewhere to manage someone social. Right. I don't need to be in office.

Darcy [00:05:07]:
So how I've always kind of pitched us is, you know, we're that in between. We're more robust than freelancer, obviously. More varied skill sets and bring more to the table, but smaller than, you know, a more personal, human touch than a large agency or just, you know, just number, like a large agency. So we kind of fill that in between that and. Yeah. So anyways, you say I couldn't walk for six months. I was young and keen and had energy. So I started it on a whim, literally from my dad's basement.

Darcy [00:05:33]:
And I'm like, I'm going to try this. I literally have nothing to lose right now. And that was in 2013. And now we're here. So I never, ever anticipated we'd go. I would still be doing this now. And like I said, I was reserves. I was released from Reserves since I've had babies, and now I really just want to focus on that business going forward because I'd done it previously part time and full time.

Darcy [00:05:55]:
I kind of fluctuated, even though it was always there in the background. I did a bunch of other things as well because I'm a workaholic.

Lindsay [00:06:01]:
So you're ambitious, not a workaholic?

Darcy [00:06:05]:
Yes. Thank you for the reframing.

Lindsay [00:06:07]:
Yes, that's. See, I love this when people have, like, secrets. Like, nobody else would have known that you were in the reserves. And I feel like all of us have, like, a story like that. So I love that. And I think you and I have a lot of common. You know, I worked in agencies for a long time and kind of was like, you know, like, you and I were just talking before we started about how the last agency job I had, we had a tobacco company and was one of our clients. And it felt a bit funny.

Lindsay [00:06:44]:
And I remember my creative director at the time called me into his office, and he was kind of like, lindsay, I don't feel like you have a fire in your belly anymore. And I just wanted to be like, well, because I don't like working in that traditional, like, agency model. Like you said, it's a ton of work. You're not paid overtime. You just work and work and work until it's done, especially if you have, like, a pitch or whatever. It's like, you know the cliche about working in an agency of like, your feet up on your desk and stuff? Like, yeah, that part is true, but it's also the other cliche.

Darcy [00:07:24]:
Yeah.

Lindsay [00:07:25]:
Yes. Oh, and then. But like the other part of, like, working till 2am that is also true. And it got to the point where I just was like, I cannot form coherent sentences at this hour of the day. And then I had children and I.

Darcy [00:07:39]:
Was like, and if you do content as well. Sorry, you have to be able to form coherent. Yes, and that was my point as well, too, where my kind of approach to agency is very different. Like, I. The thing I hate about traditional agencies is exactly that you're a number. And when you get work or get jobs or client projects, really, it's a matter of being a bum in the seat. Like, you're free. You do this.

Darcy [00:08:03]:
Whereas me, I can tailor, you know, the talent to the project at hand. So when I get. It's very much matchmaking. So when I get a client account, I'm like, okay, who would be the best fit in terms of interest, experience, like, skill set, like, all this stuff. And I really try to match my team and the people I work with and my, you know, my trusted roster of subcontractors to the project at hand, which you can't really curate itself that level when you work in an agency.

Lindsay [00:08:28]:
Yeah, agreed. And even when I was working more like, you know, I was like a traditional copywriter. But even when I had a job later where I was very much like, I forget what my title was. Community manager, maybe. Anyways, whatever. But it was the same kind of idea, like, creating content for clients. And the way that company worked is. Was like they sold packages.

Lindsay [00:08:52]:
Like, here's the, you know, the blue package, and here's the yellow package. And I was. And I always thought even then, this was like seven, eight years ago, even then I was kind of like. But package A and package B and package C or whatever. Like, not all of that is right for our client. Like, you know, the H Vac company does not need to be on Instagram, so why are you selling them that?

Darcy [00:09:16]:
And that's so funny you mentioned that, because I actually get a lot of flack for that. A lot of people tell me, you know, just coaches or people I've worked in the past. I mean, you need to, like, consolidate your packages because I do custom packages, you know, for every specific client. Like, every client has different needs. And also when we're talking a decent price point in an investment, I'm going to curate and feel this to you. So maybe, you know, for 200 bucks a month. Yeah, you know what? Maybe you can do packages. But if I'm talking More in the thousands.

Darcy [00:09:40]:
I'm going to read this specifically for you.

Lindsay [00:09:43]:
Yeah. And I think that's something, you know, that people in the online space don't often talk about because, you know, even me as a copywriter, right? Like, somebody could. Somebody recently asked me to do some. A web designer friend, she was like, oh, can you. I need some copy for these, like, templates and stuff. And she kind of, like, randomly filled it in. I was like, I probably write the exact same thing that you did. I was like, I'm not the right person for this job.

Lindsay [00:10:12]:
And so I referred a different copywriter because I was like, this. This person would be way better at it. She's like, oh, yeah, thanks. And I think the same is true for any. Any type of client, Right. Like, I refer copywriting projects to other clients. Like, I had somebody reach out once about, like, I don't know, it was a company that made, like, plastic tubing or something. I was like, absolutely not.

Lindsay [00:10:36]:
I'm not the copywriter for you. But my friend Vanessa, she can hand so well.

Darcy [00:10:41]:
That's just it. And it's being that trusted expert, right? And I find I work with clients, sometimes I get in, you know, there is always scope creep. I come in for social. Then it slowly becomes, well, you can do that, do our email too, or do this too. And then you just become that trusted person, an advisor. So when they're trusting you, you need to steer them. So I completely agree. I've referred people to.

Darcy [00:11:02]:
And the most responsible thing you can do is say, I'm not the right person for the. Then try to do it. And I think that comes with experience and maturity and just living life. And then at this point, I'm like, I don't want to waste time doing something I know is not the right thing I don't want to do. And you just don't want to, you know, cut through the BS anymore. So.

Lindsay [00:11:19]:
Yeah, yeah. And I agree. It is kind of like establishing that authority and establishing that expertise and being able to say, you know, no to people and being like, yeah, it's a great project, but I'm probably not the right person for you. Like, you know, and I say this a lot. Like, I could figure out SEO if I wanted to. I could probably figure out, I mean, a bunch of stuff, but I'm not. I'm not an expert in that part. And I think it's tough sometimes a lot of my clients, and I wonder if it's the same for your clients too.

Lindsay [00:11:52]:
They're like, so married to what Their expertise is. And they're like. And they don't want to leave somebody out, right? And it's like, well, I want to serve all these people because, you know, there's like a fear like, well, I don't want to leave this group of people out and I don't want to leave this group of people out when really the more specific you are, the better.

Darcy [00:12:14]:
A thousand percent. And the thing is too, just because you have a target audience does not mean you can still serve people outside of it. So you tailor your marketing, you tailor your content, you tailor things to your target audience because you want to speak to the people that you want to reach. But you can open your doors. And if they come in, you don't have to be the one necessarily putting out, come on in. But if they want to come in, then absolutely. So if that attracts other people outside that you want to work with as well too. Absolutely.

Darcy [00:12:40]:
So something that we were talking about before is just about niches and things like that and markets. Like, although I don't specifically have an industry niche, I know what type of clients I want to work with. Really anyone who's mission driven with a good. Why, whether it's small business entrepreneur or a larger brand, nonprofit, national level brand. But really it's also a matter that can look differently. So mine is more budget and also an understanding of the industry. You know, if you just want to go viral, I'm not the person for you. Right.

Darcy [00:13:11]:
Because I'm more strong, steady, consistent growth and delivering quality content. Right. So I know we're not going to be the cheapest. I know that. So I need to have people who understand marketing and understand the importance and relevance of it. And I've had experience, like you were saying, agency, I was in the forces and I also worked as a, as a public servant at the Navy. So I worked at Navy Public affairs and I was actually the first person that created their Facebook page, that created their Twitter. Their Twitter account was there, but I created their Facebook and Instagram accounts and really just, you know, toxic workplace.

Darcy [00:13:44]:
You want to talk about toxic workplace and just not the understanding and the importance that comms deserves. You know, constantly referred to as the Twitter girl. And like communications is much bigger than this. Right. And that's completely, you know, undervalues my expertise and things like that. And just folks, I think there needs to be a deep understanding of the role communications and marketing plays because too often we're brought in last minute to fix things and then it's immediately crisis communications. And the best way we can serve folks is if we have a seat at the table from the get go, then we can serve you and set you better up for success rather than being brought in completely in order to try to fix everything, which is not very fair.

Lindsay [00:14:23]:
Yeah, yeah. And when I was working in agencies, especially as a copywriter and some of the agencies I worked at were very like art direction heavy. Like very like everything was about the design. And I worked, I did mostly like website stuff. So yeah, awesome. And I was often brought in as the last person to be like, oh, can you fill out this about page? Can you write all this like CTA button copy kind of stuff?

Darcy [00:14:52]:
And I'm sure it'd help you to obviously at the beginning of the table to know what got them there and the row they took to get there because then you could write better copy.

Lindsay [00:14:59]:
Yeah. And I've said this before, especially when it comes to small businesses. Right. Which you and I serve. If anybody is building a website, right, it has to be like a happy marriage of the copy and the design. If you have shitty copy and great design or alternatively have shitty design and great copy, not going to work. And I. Right, like.

Lindsay [00:15:21]:
And it's like those two things have to exist together, right. And not even to mention like your, your messaging and your brand voice and all of that stuff like that. All of that has to be decided. And I think we, a lot of people miss this. They miss this step, especially in the online space because everybody's just like ready to jump in. Like, oh my God, you would not be surprised.

Darcy [00:15:43]:
You would not even be surprised by this year. I guess this year I said the time is at the window. How many brand guidelines we have done for nonprofits and I'm talking some like larger nonprofits who have never had brand guidelines. And these are elementary steps that should be done from the get going. How did you make it this far without having happy to help, obviously. But it's just a surprise how many folks don't establish that first. And that's where a lot of folks get surprised as well too. And I tell them when they come to us for social management services and like wants to start yesterday, I'm like, no, no, no, no.

Darcy [00:16:15]:
We need to do a strategy first. That will be at least a couple weeks process that we need to develop content. Because unless you take that step back, you're constantly going to be spinning wheels. You're constantly going to be spinning and trying to keep up and living like that, having to do every post like on the, on the fly, right? So you have to take, it's critical to take that step back and address things and strategize first.

Lindsay [00:16:38]:
Yeah. And I, and I, I feel like we're living in a time where it's like, it's so easy to just jump online and start a business. Right. And I think there's a lot of people who don't quite have the same experience that you and I have. And they're just like, okay, well I created an Instagram account. I posted three times. Why hasn't anybody bought for me yet?

Darcy [00:17:04]:
Well, you know, I think the differences is the confidence level. The confidence is this. Whereas I don't know about you, when I started, like imposter syndrome, like I'm elder millennial. Okay. So they just have the confidence. They just have from the get go to just, you know, I should be selling this. It's just never an attitude that I've ever had. It's the expected success and it results, right?

Lindsay [00:17:28]:
Yes, yes.

Darcy [00:17:29]:
Just the expertise. Everyone thinking they're an expert nowadays, and I think that's a huge thing too, is not only is everyone expert, but back to your point about understanding your client, right? So even that being said, even within us, even within bota, for example, we do everything from, we build websites from scratch. We use a variety of platforms so we can build your website from scratch. That's going to be an expensive endeavor. Right? So that's not the right fit. If a small business and a solopreneur comes to me for a brand, they're just starting like a passion project. I had a call with a lead that's morning with a passion project that she has yet to monetize. I'm not going to tell her that we need to build her website.

Darcy [00:18:07]:
She built it herself. And I'm like, you know what? A package of a couple hours for us to just go fix all the things, like make your laundry list of things that you've been. You can't seem to figure out yourself because when you're not the expert, you get stuck. You can do it yourself. But you, you know, you ever play around, like think you can, like you were saying the SEO, you think you can do SEO and it's one thing you're just stuck on and you're just like, why? Why can't I get this to work? So I'm like, just make your laundry list. And the best use of budget and effort for us on our end, give us your list. We take a couple hours, go fix everything for you polished up a bit. But you do not need us to build this from you for scratch.

Darcy [00:18:40]:
We would be doing a disservice to you if I was to try to sell you on that, right? Yes.

Lindsay [00:18:44]:
Yeah. And I think. And that's the thing, right? Like, if you're just starting out, you just need like a one pager that's like, start there. The thing people I think miss is like, their, you know, their mission and their values. Like, getting back to like, you were. You love working with people who have a very strong. Why? And I think so many people miss that whole step and they just kind of jump in the deep end. And I think, though, like, determining your mission and your values, whatever it is, you know, that's a starting point for so much of your branding and so much of your messaging.

Lindsay [00:19:18]:
And if you don't have that, then it's really hard to show up online because you don't know what you stand.

Darcy [00:19:26]:
For and you don't know. And you need to have like. I definitely had that. So I just went through a rebrand last year, so I know both ends of the spectrum of being the client and then also. Right. Of doing it on the other end of the spectrum. And it's like a process. It is so much more emotional and deeper than you anticipate.

Darcy [00:19:42]:
So I always. I always. Could we do a rebrand in two weeks in terms of the actual steps? Yes. Does it ever take that long? No, because a lot of times the client gets hung up on the questions we're asking and it makes them kind of analyze and, you know, they don't anticipate having to go and think about all this stuff and like, oh, my God, I gotta think about my mission and my values and, like, is it still aligned? And it's kind of like an identity crisis, really.

Lindsay [00:20:06]:
A little bit.

Darcy [00:20:07]:
And people don't anticipate that. Right. Or don't expect that through the process. They think, I just want a new logo. I just need something more up to date. But it really is a deep process and takes time, and that's a really great opportunity to revisit your mission and values. Are they still align? Are they still. Are they going to carry you in the future? So maybe they have served you up until now.

Darcy [00:20:25]:
I had a client that's been around for 20 plus years. We just did a rebrand for them. And that was a bit of a complicated process as well, because when you've been around so long, the branding was awful. They wanted to maintain some of it because you still want that recognition and that awareness. They want people, like, not to Be from A to Z. Right? Because we're not a big company like Nike, but we have been around for a while, so we don't want to scare off our clients. So especially a lot of their clients were older generation. So it's still recognizable, making it more modern, making it more updated.

Darcy [00:20:53]:
And we revisited Mission Vision, all that jazz. And they had never had like a culture code or anything like that. So I wrote that for them because you need something, you're telling me all these things that are ingrained in your culture, but they're nowhere to be found. There's nowhere to like, there's no guiding light for them, Right. We need to like cement this in and lock this in. So I'm like, what do you do when you have new hires? Do you tell them this? Do you tell them about this culture code? And like, well, no, these are just things like we know about the brand. I'm like, well, no, no, we need to like get this down, right?

Lindsay [00:21:22]:
Yeah. Figure it out. Yeah. And that's the thing, right? Like, I think same with my clients as well. Like, I often give them homework and I think, and I think a lot of people, they. It's like, oh, I'm just going to hand it off to somebody else. Even when even my, like my copywriting clients, right? Especially if I'm doing a website from scratch, like you said, like copy that comes from nothing. Sometimes it's.

Lindsay [00:21:47]:
I have a copy project where it's more like an editing or an updating or whatever. Same. Same as you guys. Which is often easier than just like inventing something out of nothing where there was no website before. So that requires like a lot of chit chat with my client. And you have to ask a lot of questions. And you know, especially when it comes to brand voice, like, I know what my brand voice is because it's me and I sound like me, Right? But to do it on behalf of a client, like, you have to be able to sound like them and to determine. Yeah.

Darcy [00:22:21]:
The best social we do and the best market we do is when the client's involved. I think sometimes people forget and they think they can just hand it off. Like, just hand it off. I'm like, but it's still your brand, so there should still be a level of onus and ownership regarding this. Right? So the best social we do is when they're involved. And it's very much a collaborative working relationship and a partnership. Like, we'll give them got. We'll give them prompts for reels, they film videos, send them Back to us.

Darcy [00:22:45]:
We edit and then we post. And that's kind of like the best of both worlds. Because people still want to see your face. People. There shouldn't be a disconnect between you and your brand. And if you completely hand it off, it's inevitable because no one else lives in your head. There's of course going to be one.

Lindsay [00:22:58]:
Yeah. And I think, you know, and I think that's kind of like why I switched a little bit from like done for you content to like done with you content. I think because, you know, creating content for other people, you know, even though my clients would give me a bunch of assets and a bunch of images and stuff, like sometimes I was like, I just can't sound like you. Like I can't, you know, I can't emulate you. And I feel like that's like the toughest part of the whole gig.

Darcy [00:23:32]:
Thousand percent. And that's one of my things. I'm kind of, you know, my way of doing things in terms of our agency is different because if again if you go to a traditional marketing agency or social agency, I have seen one person managing like 20 plus social media accounts for clients. Like you cannot effectively maintain a brand voice and tone and everything for that many people. You just can't. Like it's just not possible. So here at Bota, my folks, you know, I think the most accounts I've ever had one person on is three ever. So I start people, one account, get that brand voice down, things like that, get it really honed in.

Darcy [00:24:10]:
Then maybe if you have capacity and you're comfortable with that, then we'll add another depending on levels. Because I have some subcontractors that are full time, some part time, some. It all varies but I don't think anyone can effectively do that. And you're doing yourself and the brand service by even trying to. Because it's going to sound robotic, it's going to sound monotone and I can't imagine trying to schedule for that many people. And what if you schedule the wrong account?

Lindsay [00:24:30]:
Oh my gosh. When I worked full time when I was pregnant with my son, I, I don't know, I think I had like probably 10 clients at one time. Like some of them took more and it was like hootsuite back in the day that we, that we used and I remember I had one client that was like baby related stuff. They made like baby blankets or something. And then I had another client where it was like tech startup something and I remember I posted the wrong thing on the Wrong. Whatever.

Darcy [00:25:02]:
It's happened to all of us. It's happened.

Lindsay [00:25:03]:
Yep. When it was like, you know, back when it was Twitter or something, and the client, like. And I literally took it down within 17 seconds, the client lost their mind. I was like, nobody saw it. If. If, like, nobody saw a tweet about a baby blanket on your. No, it's. It's not that big of a deal.

Darcy [00:25:25]:
And that's another thing, too. Like, I use, like, the Nike example. You're not Nike. I understand we're trying to build an online presence here, but you're not in the public eye. So there's more. There needs to be more room for mistakes and things like that. And the fact that you're trying is way more important than perfectly. And I think that perfectionism is what holds a lot of people on brands back from even trying.

Darcy [00:25:43]:
They're too scared to even try, in fear of doing the wrong thing and it being cemented forever online. Right.

Lindsay [00:25:49]:
Yeah. And it's funny, like, I just released a podcast where I was kind of like, it's just content. It's not that big of a deal. Right. It's like most of it is like a tiny little square in your phone. Like, it's just.

Darcy [00:26:00]:
I say all the time, we're not saving lives here. No, I think our part, our work is important. Obviously, I enjoy it, but we're not saving lives. So it doesn't need to be as stressful as it is, let's be honest.

Lindsay [00:26:15]:
Yes. Yes. And that's. Yeah. And that's kind of the message that, you know, I want to get out there. Like, it. It is. It's important.

Lindsay [00:26:23]:
Yes. Content is always going to be important. If. If you have a brick and mortar business, if you are a small business, if you are an online business. Yes. Like you said, you know, social media and most content is essentially free. Ish. Right.

Lindsay [00:26:39]:
Like, it's the energy output, probably, and the creative output. But when you think about it, compared to traditional advertising and the millions of dollars it costs for, you know, a radio spot or a TV spot or a billboard or, you know, like, much.

Darcy [00:26:56]:
Lower barrier to entry, which almost is the problem. Yes.

Lindsay [00:27:00]:
Yes, I think you're right. Yeah. It's like a blessing and a curse, kind of. Because you're. It's like anybody can do it, but also anybody can do it.

Darcy [00:27:08]:
And that's exactly it. And the thing is, too, especially with the rise of influencers, a lot of influencers then go on to create their own social agencies. Because I can do this. My grew. My account. That is not the same thing as doing it for brand. Some people of course, can effectively do it for both, but it is very much not the same thing. Building your own personal brand with your voice and who you are and then managing it for other people.

Darcy [00:27:30]:
Very different skill set. Of course, sometimes they overlap, but it's not. Just because you do A means you can also do B. Yeah.

Lindsay [00:27:37]:
And I. And I feel like we're in a time where sometimes business owners forget that they're not influencers. Like, you're not an influencer. You don't have to. And like you said. Right. And I'm very straightforward people. I'm like, if you want to go viral, I go see this person.

Lindsay [00:27:52]:
Because I'm not that. I like do like the nerdy content stuff, like the sustainable content stuff. Like, you know, because the. We all know the trends and the tactics and those are going to come and go. So I kind of feel like.

Darcy [00:28:09]:
But the basis of it is always the same. Being authentic, communicating clearly. You know, it's always the same. And really, even going back to the viral point, I never even recommend viral. I don't even think it's a good thing to go viral because the troubles won't come out.

Lindsay [00:28:23]:
Yes.

Darcy [00:28:23]:
You're not going. You're not getting in front of the right audience. Just because it went viral doesn't mean you're in front of your clients. Likely you aren't. Right. So it's never like, it's not this thing that's made out to be. You know, I'm kind of the opposite that I try not to like, you know, I've had a real go viral on my personal account without even trying. It's because of my toddler and Taylor Swift.

Darcy [00:28:43]:
And of course that's just recipe for success right there.

Lindsay [00:28:45]:
Yeah, yeah.

Darcy [00:28:46]:
But you wouldn't even believe what I was getting on that. And I'm like, I wouldn't wish this upon a client. I would never want clients to deal with this. Deal with it for them.

Lindsay [00:28:55]:
Yeah, it's super overwhelming. I keep like the most random things on threads go viral and I'm like, who are these people and where did you come from? And the.

Darcy [00:29:05]:
You're not getting. Find the right audience. Right. And as a business brand, it should never be your goal to go viral.

Lindsay [00:29:10]:
No, no. And I know there are people teaching that like, you know, or talk like Instagram specific like or TikTok like the trending audios only. And I feel like, and I've said this a lot, I feel like it's Already people are already overwhelmed. Why do we have to put so many rules on it? And like you said, the foundations are being authentic, figuring out what your brand voice is and just showing up. And the, you know, none of us are curing some horrible disease. It's just content. It's, it's marketing does not have to be quite so serious.

Darcy [00:29:50]:
Exactly. And the thing is, the recipe for social media success is not a one size fits all. It's really not. And the best social media is social media that's done authentically and is creative and is out of the box and fits that brand specifically. So everyone tries to emulate it or use the trending audio or do all these things. But really what stands out the most is when you're doing things differently that are specific to you and only you. Right. Our own voices are power.

Darcy [00:30:15]:
Again, this is not new information. This is just very old thoughts that are just have new platforms.

Lindsay [00:30:20]:
Yes, yeah, agreed. And I think it's, you know, people get in their heads a lot about it, like any kind of content. And when I say content, people automatically think social media and people automatically assume Instagram. Right. But when I say content, like this podcast is content. My. Your email marketing is content. Your website is content, like all of it.

Lindsay [00:30:44]:
And I think sometimes, you know, there's this idea that you have to, you have to be like buttoned up on LinkedIn and then you have to be, you know, on Instagram, you have to share five tips to. Yeah, right. Which, you know, and this is, I say this to clients too. I'm like, look at the way you're absorbing client. Like what makes you open an email or what makes you stop your doom scroll or whatever. Like I'm going to guess it. It's not five tips to blah, blah, blah, blah, blah. Right.

Darcy [00:31:18]:
So exactly. And that's the thing too. And I understand, I understand how hard it's like, trust me, I'm guilty of it too. Because when you are an agency that promotes you do this, there's added pressure on how I show up online, right?

Lindsay [00:31:29]:
Yep.

Darcy [00:31:31]:
Because then I worry about what I'm doing online. Like I need to set a good example, blah, blah, blah. But the reality is I constantly try to remind myself and I literally should have it, you know, stamped across my forehead. It's like done is better than perfect. The fact is like showing up is better than not at all. And the best example I can set for my clients is to set up, show up and to do it consistently and cohesively and have a recognizable brand and like that's what people have told me before. Like, before I used to have. Oh, my God, it was so juvenile.

Darcy [00:31:58]:
But I used to have a bow in my logo because I was 20 something when I started it. But everyone instantly recognize the bow and like, they was boda. Everyone recognized it. So having your thing, that makes it recognizable. Right. It's not about showing up perfectly. It's just about showing up.

Lindsay [00:32:13]:
Yeah, agreed. And I. And I think, you know, I agree with you that not. There is no one size fits. All. Right. Like, I just had a. I was.

Lindsay [00:32:21]:
Just had another podcast interview this morning on my girlfriend's podcast, and I was like, you're a really good talker. Like, she's super. She's better. She's a really great speaker. She does a lot of, like, presentations and stuff. She was like, I hate that B roll stuff. And I was like, then don't do it. Like, you're such a good speaker.

Lindsay [00:32:42]:
Just show up in your stories or show up, like, talking to the camera or whatever. Like, or, you know, and, and. And whatever. Yes. Use your strengths. It. You do not have to do what the other people are doing just because, you know, oh, that person. What is that? And same.

Lindsay [00:32:59]:
Right. Like, I'm. We're all guilty. It's not even a guilt thing. It's just human nature, I think. Like, you get sucked in. You're like, oh, that person's doing that. That person's doing that.

Lindsay [00:33:07]:
Right? Like, how many.

Darcy [00:33:09]:
Well, not like I'm too much in the weeds with client work and stuff like that that we're too busy doing forever. It's like, it's a shoemaker with no shoes.

Lindsay [00:33:15]:
Right.

Darcy [00:33:15]:
So I'm like, oh, my God, they're marketing. Blah, blah. And even when I see other marketing agencies do really well, like, super active, I'm like, do you know how work are you not working? How do you have time to do all of this? So.

Lindsay [00:33:27]:
Yeah.

Darcy [00:33:28]:
Well, aren't you busy? Like, I'm busy. I've got clients, I've got work. I know it's important to show up. So I'm trying to. I'm constantly trying to do better than I go and break my wrist or something. But there's certainly best practices. There's best practices to anything. But there's no one size fits all recipe for success.

Darcy [00:33:43]:
And I think that's the key thing people need to remember.

Lindsay [00:33:45]:
Yeah. Do you want to talk about your wrist? Sure.

Darcy [00:33:50]:
I'm happy to talk about our wrist. My wrist, sister. I'm so happy to have met you. My wrist Sister.

Lindsay [00:33:54]:
I know. When did you break it?

Darcy [00:33:57]:
August 17th.

Lindsay [00:33:58]:
Oh, shoot. And you did have surgery in metal and stuff.

Darcy [00:34:03]:
I did have surgery. I got a metal plate and seven. Seven screws in there now. And it's my right wrist, so it's my dominant hand. So that's a lot of fun.

Lindsay [00:34:11]:
Not the worst. Yeah. And I know you and I were talking, like in the dms that people were like, oh, just voice message, your stuff. And I'm. And I know we agreed it's like not the same if it doesn't come out of your fingertips.

Darcy [00:34:23]:
Oh, my brain just. I did not realize how much my brain does not work that way. I've always been like a fast typer and that's just kind of how, like, things just literally flow through me. I remember in typing class, like, that's how old I am. We had typing. Yes. Before computers. Because we didn't grow up with computers.

Darcy [00:34:39]:
Yeah. But I just, I've always liked. I write or I type. Right. That's always been my kind of thing. So having to do voice notes was just such a. And it's more. It's easier for things to get missed as well.

Darcy [00:34:53]:
So I'm very grateful to technology, the fact that there is, you know, voice to text technology that exists now. Voice notes that exist now because, you know, five, 10 years ago, what would I have done? Like, lug a recorder around 20 years ago. No sense of time. But like, you know what I mean? So I'm very grateful that these things exist. Even AI getting AI on my notes, my meetings, because I couldn't take notes. And usually I'm the furious, like, note taker on calls and meetings. And I was like, oh, what do I do? And I even had ran into that the other day is I had an important meeting and it was right in the thick of my recovery and my pneumonia. And there was two other team members on the call and it was.

Darcy [00:35:30]:
I remember it was one of my first important meetings since everything happened. And it was five minutes before the call and I. And I have a va. I work with. Her name is rj. And I'm like, oh, my God, rj. How am I going to take notes in this call? And I'm like, I need that stupid read AI shit that I keep getting emails about. We need to get it set up, like, right now.

Darcy [00:35:50]:
So I went and found it. I didn't send it up. Right. And then. So now I will. I'm like, I needed something, I needed my notes. And I'm so grateful that all my other meetings I had notes for. But specifically that meeting, it didn't work.

Darcy [00:36:02]:
And I'm like, that's literally the only one I didn't have it for. It started the very next meeting. After that, I have all my notes from then onward. So these tools are amazing because now I can go, you know, I don't have to rely just on my brain. So using them to your advantage. And sometimes I'm a dinosaur in the sense that I don't embrace the new tech until I know it works for me.

Lindsay [00:36:22]:
Same.

Darcy [00:36:23]:
Right? I think, yeah, there's a lot of it that just in these. I need to know what works for me first. So it took this happening for me to embrace those type of things.

Lindsay [00:36:31]:
Yeah. Yeah. That's so interesting. Right. Sometimes we're forced to, you know, like, it was the same when I broke my arm and it was. It was my left. So I was doing, like, a lot of typing with one thumb, like, emailing myself stuff. But still it took so long when you're used to just like.

Lindsay [00:36:48]:
Right, right.

Darcy [00:36:49]:
And like, I don't know about you, but you're a writer, so you probably feel the same way I am. It's like, I'm a stickler for grammar. I'm a stickler. Like, I'm not sending things without proper capitalization and, like, periods. And I know some people don't mind, but I mind. So even when I'm doing voice to text, I'd have to go back and try to edit. And it just. It was exhausting.

Darcy [00:37:07]:
It was absolutely exhausting.

Lindsay [00:37:11]:
Yes, I feel you. I know. And, yeah, I understand. I feel your pain. Where can people find you and what are you working on? And absolutely tell us all the things.

Darcy [00:37:24]:
They can find us at bodacreative.com at bodacreative anywhere online. Me personally, Darcy Boucher, we're working on a lot of fun stuff. We got a couple rebrands rolling out. We got a couple new websites. We're working on some new offers as well, too. Digital products is kind of a space I've always wanted to get into because I want to help serve smaller businesses that might not have budget. So working on that. And I completely forgot to mention because worth is, you know, forefront of my brain.

Darcy [00:37:49]:
I'm also working on a passion project. I wrote a kid's book. So that's launching. Yeah, that's launching early 2025. So it's basically to explain to my boys what it means that their mom's an entrepreneur, because I could not find it. So I'm an entrepreneur. So I created it.

Lindsay [00:38:04]:
Oh, my God. Yeah, I love that. Okay, so look out for all those things. Thanks for coming on. It's always fun to chit chat about content and stuff and nerd out with other people who get it anytime.

Darcy [00:38:16]:
Thank you so much for having me. Love talking to you. We are forever connected, my broken wrist sister. So you're the only other person I know. So I know.

Lindsay [00:38:24]:
Yeah, we could. Yeah, we can talk about physical therapy all the time. Okay, my friends, until next time. Toodaloo. Yeah, that on content. Thank you so much for listening. If you loved what you heard, don't forget to subscribe, leave a review or share this episode on social media. And don't forget to tag me on Instagram.

Lindsay [00:38:42]:
Lindseysmithcreative. And if you do all three, I'll be your best friend forever and invite you to all my birthday parties. That's it for today and I'll see you next time.

 

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