We were lucky to catch up with Libby Mcrae recently and have shared our conversation below.

LIbby, thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

One of the ways I’ve intentionally set myself apart in the social media marketing space for businesses is by prioritizing authenticity over standardization. Social media for businesses isn’t just about posting pretty pictures or following trends—it’s about creating a genuine connection between a brand and its audience. My goal is to make sure every client’s presence is so aligned with their voice, their values, and their story that people aren’t saying, “Wow, who’s running your social media?” Instead, they’re saying, “Wow, I feel like I really got to know YOU through that post!” That’s the magic—making it about them, not me.

For example, a veterinarian clinic we’ve worked with for years had already built a stellar reputation for providing top-notch care,but their social media wasn’t fully reflecting that warmth and dedication. We’ve worked together to create content that told their story—sharing heartfelt patient moments, spotlighting the compassionate team behind the scenes, and showcasing the genuine love they pour into every patient.

The results were incredible. New clients came into the clinic saying they knew this was the right place for their pets after following them online. Long-time clients even started asking how their pets could be featured on the page, proud to be part of the growing community. This wasn’t just about driving engagement; it was about building trust and making sure their online presence felt as personal and inviting as a visit to their clinic.

In a world where so many businesses rely on cookie-cutter strategies and surface-level posts, I believe the real magic happens when we lean into storytelling and genuine connection. Social media is at its best when it makes people feel something—and that’s the difference I strive to create for every client I work with.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

The Crucial Social was born out of necessity—and a little bit of chaos. Back in 2020, my husband suddenly quit his job during the pandemic. He had this idea for a business, and while it was exciting, the timing wasn’t exactly ideal. There I was, still working full-time, dealing with the uncertainty of the world, and trying to help him get his new business off the ground. And as a millennial with a graphic design degree and a husband with no marketing budget, I turned to the one tool I knew we could afford: social media.

At first, it was all trial and error. I leaned into social media to build awareness for his business, and slowly but surely, we started to see the numbers climb. I was joining networking groups and talking with local small business owners, and one thing became very clear: while many of them were on social media, they weren’t seeing the same growth or results we were. And after the dozenth conversation, it clicked—there’s a huge need for this, and I knew I could help.

That’s when I got serious. I invested in more education, dove deeper into the world of social media strategy, and started taking on a few clients (some of them cheap or even pro bono) to gain experience. Then, in 2022, I took the leap: I quit my full-time job and leaned into The Crucial Social with everything I had. It’s been an absolute whirlwind ever since!

Today, The Crucial Social is on an exciting growth path. In 2023, I realized that I had reached max capacity as a one-woman show, and I hated telling small business owners looking for help that I was booked up and simply couldn’t take on new clients. So, I made the decision to expand. Now, TCS is a 4-person team (and growing!) specializing in helping small business owners understand, utilize, and market themselves on social media for their target audience through organic content.

This year, we’ve also expanded our services beyond just Instagram and Facebook to include TikTok as well as email marketing campaigns. On top of that, we’re now offering ads to clients who are ready to take the next step in growing their brand. It’s been a wild ride, but seeing our clients thrive has made every step of this journey so worth it!

We’d love to hear the story of how you built up your social media audience?

Building an audience on social media doesn’t happen overnight. It’s a process, and like most things, consistency is the key to seeing real results. This is one of the most underestimated factors in social media success. For example, I’ve tracked this with clients, and accounts that post consistently—even just a few times a week—see exponentially better reach and engagement than those that post sporadically. Social media is a marathon, not a sprint, so showing up regularly is how you build trust and familiarity with your audience.

The next big piece of advice is to really understand why you’re posting. What’s your goal? Who are you trying to reach? If you don’t have answers to these questions, it’s hard to create content that connects and resonates. Social media isn’t just about throwing random posts out there; it’s about being intentional. Whether you’re trying to drive sales, build brand awareness, or connect with a specific audience, knowing your purpose helps you craft content that “clicks.”

And finally—don’t be afraid to play around! The beauty of social media is that it’s always evolving. What worked last month might not work today, and that’s okay. Try new things, experiment with trends, and be honest with yourself when something isn’t hitting the mark. There’s no magic, plug-and-play formula because social media is fluid and always changing. The more you embrace that mindset, the better you’ll adapt and grow.

So, if you’re just starting out, my best advice is: stay consistent, know your “why,” and have fun experimenting. The rest will follow with time and effort!

How’d you build such a strong reputation within your market?

I think consistency has been one of the biggest factors in building my reputation within my market. There are so many people who “do” social media but don’t stick with it long-term. I’ve made it a priority to consistently show up, deliver results, and follow through for my clients—and that’s set me apart.

Another key factor has been my commitment to not gatekeeping. I’ve surrounded myself with other small business owners, and I make it a point to openly share helpful advice or insights, even if they’re not hiring me. My goal has always been to position myself as a resource in the community. When someone asks a social media question, I want them to know they can turn to me for real, actionable help. And honestly, it’s come back to me tenfold. The majority of my clients have come through word-of-mouth referrals—someone who knows someone I helped with a quick tip or question months ago.

At the end of the day, my ultimate goal is to help small business owners truly understand how to make social media work for them. Whether or not they become a long-term client, I strive to make every interaction valuable and leave people feeling more confident and empowered about their marketing. That’s been a cornerstone of my approach, and I think it’s been key in building both trust and my reputation.

Contact Info:

• Website: https://thecrucialsocial.com
• Instagram: @thecrucialsocial
• Facebook: https://facebook.com/thecrucialsocial

Image Credits

Kaylene Dabbs with Mindful Marketing