We recently connected with Rebecca Otis and have shared our conversation below.

Alright, Rebecca thanks for taking the time to share your stories and insights with us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

I think the biggest profitability challenge I face as a content creator and social media manager is constantly having to prove how important a great social media presence and great marketing, more generally, are. You’d think in 2024 most people would understand that social media is more than just selfies and silly dances; it’s, in fact, a tool that you can use FOR FREE to reach and connect with new customers and clients. You’d think, but I’ve run into more than a few who just don’t understand the importance.

The perfect Reels campaign or even a single post can have a tremendous impact on the perception of your business and, ultimately, your bottom line. Plus, small things on social media, like responding back to important messages and comments or having the correct hours listed, can help your customers or clients have a better experience than they might have without it.

I could go on and on about this, if it that weren’t obvious.

Although it’s frustrating to feel like you have to prove yourself all of the time, there’s also an element of fun in having those ‘light bulb moments’ with people. After a few months is usually when they start noticing the change, and you can see in their face they’re thinking something like, “Shoot, this girl actually knows what she’s talking about.” Those moments make it all worth it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hello! My name is Becca. I run a content creation and social media management company called Essence Social Media in Madison, WI.

Why the name Essence? Well, to me every business worth supporting has a soul, a set of core values and ideas, a vibe (as us millennials like to say), an essence.

I currently work with a variety of businesses in Madison, including everything from a cafe to a bike shop. I would say I specialize in food and beverage, but I also like the challenge of working in multiple industries.

The content creation portion of my job is where I truly get to shine. I’ve always been interested in more creative things, including art, photography, writing of all kinds, music, theater etc. However, I realize that businesses often need as much, if not more, help managing their social media presence as they do creating content. This is why we offer both at Essence Social Media.

Can you share a story from your journey that illustrates your resilience?

In my first year in business, I partnered with a company that wanted me to manage the social media for two hotels and two restaurants located in southeastern Wisconsin. The more clients the better was how I felt at this point in my entrepreneurial journey. So, initially I was ecstatic. Over the next year I slowly began to realize that the company values and culture were not in line with me or what I wanted to build Essence into. Long story short, we both recognized our differences and parted ways. It wasn’t an easy decision, as this was a large portion of my income at the time, but I knew working with this company was having a negative impact on me and the progress of my business. So, something had to be done. Thanks to a few of my clients, who sang my praises to friends and family, I rebounded from that lower point within a couple of months. That was my first true lesson in trusting my gut and removing myself from business relationships when they don’t feel good to me anymore.

What’s worked well for you in terms of a source for new clients?

I’m just about to start my third full year in business, and the majority of my clients have come from word-of-mouth referrals. So, treat your clients well and be as kind as you can to everyone, because you never know who they might be connected to.

Contact Info:

• Website: https://www.essencesocialmediamgmt.com/
• Instagram: https://www.instagram.com/essence_socialmedia/

Image Credits

Rebecca Otis, Essence Social Media