Every so often, I get together for dinner with other founders and leaders of boutique creative and marketing agencies like mine, Base Beauty Creative Agency. We discuss trends, triumphs, challenges, industry news, even a little lighthearted gossip. One of the topics that often comes up is self-marketing, how we promote—or struggle to promote—each of our agency’s work. There is always a consensus: with the day-to-day focus on elevating our clients’ brands, we often neglect to celebrate the quality of our work and the expertise of our teams.
But recently, I have created an internal program to do just that. I’ve been calling it The Squeeze since it’s all about squeezing every drop of juice out of the work we’re doing—both for our clients as well as our participation in industry events—and sharing it through our social media channels. This is a way to acknowledge our terrific team and show potential clients our capabilities outside of our own website.
Here’s an example. Earlier this year, our COO, Aleni Mackarey, Ph.D., MS, and Emily Horrego, our Senior Digital Marketing Strategist, led a webinar in collaboration with Brandwatch that explores how we use data to drive our creativity. This hour-long presentation was beautifully organized and packed with rich content of value to any digital marketer. After their streamed presentation, we used the transcript to deconstruct their work and break it into digestible bites to share on our social media. We created multiple LinkedIn posts, a Brandwatch blog post, Instagram posts, and Instagram stories, each highlighting a theme or section of the webinar. We’re also working on more IG stories, an IG reel, and posts for our BBCA blog, all based on this one event. Whether you call it bragging rights or just good self-promotion, through this approach of repurposing and refocusing completed projects, we were able to squeeze every drop of juicy content out of this work that we are so proud of. The resulting lemonade is delicious.