Digital strategist Katharine Crane shares her journey from hospitality to founding Crane Creative, a consultancy that helps business owners reclaim joy and clarity in their social media. Katharine dives into the power of authentic marketing, the evolving role of AI in business and home life, and the importance of building strong foundations before chasing trends. From parenting hacks to productivity tips, this episode is packed with practical advice for mums in business who want to grow sustainably and stay aligned with their values.
Credits:
Produced by: Lucy Kippist
Edited by: Morgan Sebastian Brown
Interviewers: Lucy Kippist
Guest: Katherine Crane, Founding Director Crane Creative
Key Takeaways:
- Start with Strategy, Not Trends: Katharine emphasises building strong marketing foundations before chasing social media trends.
- Marketing with Heart: Her approach centres on authenticity, clarity, and aligned growth—no cookie-cutter strategies or smoke and mirrors.
- AI as a Life Tool: Katharine uses AI (like ChatGPT) not just for business tasks, but also for parenting hacks, meal planning, and even Christmas prep.
- Digital Overwhelm is Real: Many business owners feel overwhelmed by social media. Katharine helps them simplify and create sustainable systems.
- Know Your Audience Deeply: Effective content speaks directly to your ideal customer’s fears, desires, and motivations—not just their demographics.
Resources mentioned:
- Facebook First: For most early-stage service-based businesses, Facebook is still the best starting platform, especially when planning for future advertising.
- Avoid Overinvesting Early: Don’t get caught up in shiny tools—use free or built-in options like Meta Business Suite before paying for third-party platforms.
- Build Your Village: Success in business and motherhood requires a support network—whether that’s co-working with friends or leaning on digital tools.
- Own Your Business Identity: Stop calling it a “little business.” Step into your role as a successful business owner with confidence.
- Meta Business Suite – Recommended for scheduling and managing Facebook and Instagram content.
- ManyChat – For automating customer interactions and saving time.
- Social Media Today – A daily email newsletter for staying updated on platform changes.
- Social Media Examiner – A go-to resource for social media marketing news and tips.
- ChatGPT – Used for:
- Writing and rewriting content
- Meal planning and recipe generation
- Creating gamified cleaning checklists for children
- Holiday planning and shopping list optimisation
- Business strategy and content ideation
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