We caught up with the brilliant and insightful Jessie Metzler a few weeks ago and have shared our conversation below.

Jessie, appreciate you joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

I started my business in 2014, but two years earlier, I had begun freelancing and handling social media just as something to keep myself busy until I found a “real job.” At the time, I never imagined social media marketing would evolve into the career it is for me today—I genuinely saw it as a temporary arrangement until someone hired me for a traditional role.

Initially, I was creating graphics (poorly), writing captions, and casually consulting entrepreneurs on their social media strategies. Then one day, a local chamber of commerce invited me to deliver a presentation. Although I warned them I’d never done anything like that before, I promised to give it my best effort.

The presentation made me incredibly nervous, but I pushed through. When I finished and opened the floor for questions, a woman immediately asked if she could hire me. By the end of that day, I had my first five clients and officially registered my LLC the moment I got home.

My first year in business was challenging and far from profitable; in fact, I was living below the poverty line. However, experiencing firsthand how determination and passion could create something from nothing drove me to continually improve and persevere. I was just 24, broke, and stuck in a toxic relationship, yet every night I told myself that tomorrow would be better. Honestly, if I’d known how much hard work it would require upfront, I might not have even started.

So how did I transition from those sort of “awful” beginnings to where I am today—with a team of 20 talented individuals, over 40 clients, and the ability to financially support myself, my husband (as he builds his law practice), and care for my elderly mother?

The truth is, the most pivotal factor in scaling my business has been the people I’ve surrounded myself with and partnered with professionally.

My boyfriend at the time constantly discouraged me, suggesting daily that I abandon my ambitions and pursue a “real” job. The month I finally left him, my income doubled. Years later, I married someone who not only supported my dreams but also understood the demands of entrepreneurship, never complaining about late nights or busy weeks, always cheering me on. The year after meeting my husband, my business doubled in both size and reach.

When I first began hiring, my lack of management experience led to challenging situations—I faced manipulation, theft, and dishonesty. However, when I eventually befriended a skilled management consultant, Zanzibar Vermiglio, I learned to effectively hire and train a trustworthy, talented team. Today, every team member is someone I deeply cherish and respect, whose time and talent I am profoundly grateful for. With this shift, clients began pouring in, driven by the exceptional work my team provided.

Over the years, multiple agencies approached me with offers to buy my business, proposing various arrangements where I’d either exit or join their teams. Despite initially entertaining these offers, each negotiation felt misaligned with my personal values and vision. Every time a contract arrived, my instincts resisted signing—I knew deep down that my true path was building my own future.

Then I met Billy Morrison, who didn’t want to change who I was, what I stood for, or how I operated my business. Instead, he genuinely aimed to amplify my reach and impact. We became business partners, and this collaboration significantly propelled my growth, and made the biggest difference in my journey.

How do you scale successfully? You intentionally seek out, nurture relationships with, and invest in people who genuinely believe in you. This has undeniably been the most valuable investment of my entrepreneurial journey.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Company Bio:
All Social Jessie is a social marketing agency dedicated to empowering both new and established businesses. We specialize in crafting distinctive brand voices, enhancing customer relationships, and uncovering opportunities to strengthen brand communications across digital channels. Recognizing social media as the central hub connecting your digital marketing ecosystem, we meticulously assess your current presence, optimize social interactions, and strategically align your broader digital communications—such as email marketing, digital advertising, and website content—to drive cohesive, impactful results.
Personal Bio:
Jessie Metzler is an innovative social media strategist with a proven track record of positioning businesses to excel in the digital landscape. Since 2012, Jessie has been at the forefront of social media marketing, initially transforming client communications at a marketing and public relations firm before founding All Social Jessie in 2014. Her expertise ranges from hands-on management to personalized training sessions, empowering clients across diverse industries—from technology and healthcare to green products—to elevate their brand’s digital voice. Connect with Jessie directly at [email protected] or call 248.219.5106 to discuss how she can advance your business’s social strategy.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

I have seen many social media marketers attempt and fail over the past decade. A significant reason, in my view, is that their work was simply a side hustle, not a necessity. Success often comes from necessity—when you have no other choice but to succeed.

I firmly believe that this applies to any business venture: going all-in is essential. There was a time when my financial situation was so tight that grocery shopping meant choosing between eggs or milk because I couldn’t afford both. This hardship sharpened my focus and determination. Every day when I woke up, my singular focus was growing my business. I studied, researched, read extensively, listened to experienced speakers, and reached out to established professionals, genuinely seeking advice on overcoming challenges.

I wasn’t afraid of vulnerability. When I needed guidance, I leaned on trusted mentors within my network. Thankfully, I was surrounded by supportive individuals who recognized my relentless drive and willingness to learn. Their generosity in sharing insights and knowledge became instrumental to my growth.

By fully committing myself, I resolved that no obstacle would deter my progress. Throughout the past 11 years, quitting or believing I couldn’t succeed never crossed my mind. Instead, my thoughts were always centered on proactive problem-solving: What do I need to learn? What must I do differently? How can I improve professionally? How can I maintain integrity and stay authentic?

If you have a dream or passion and find yourself in a stage of life that allows for deep commitment, I strongly encourage you to go all-in. Of course, personal circumstances like raising children might limit that possibility. Still, even if your venture starts as a side hustle, treat it with the urgency and importance of your main job. Dedicate yourself daily—not just on weekends or during spare time. Approach it with the understanding that your success will be proportionate to the effort and energy you invest.

What do you think helped you build your reputation within your market?

When I was a child, my anxiety around speaking publicly was so severe that I couldn’t even order food at restaurants—my parents had to order for me. The anxiety extended to everyday activities, like going to the gas station, where the mere possibility of speaking to an attendant terrified me.

Given this background, it might be surprising to hear that the cornerstone of my professional reputation is public speaking.

Driven by necessity—my business simply had to succeed for me to pay my rent—I chose to confront my fears head-on. I actively pursued opportunities to present and speak publicly about social media marketing, even though it initially terrified me.

At first, I’d arrive early, retreat to the restroom for a panic attack, and then gather myself in front of the mirror, reminding myself that my goal was simple: deliver genuine value. Despite the nerves, I persevered, speaking at events frequently—sometimes two to four times per week during the early years.

Eventually, my business reached a tipping point: my client workload increased so significantly that I could no longer sustain frequent speaking engagements. My appearances decreased gradually—from multiple times a week to monthly, and now averaging just three to four times per year. And yes, even today, I still experience anxiety before I speak.

However, what I’ve learned is that building your reputation doesn’t require perfection—it requires showing up consistently and authentically. I never approached speaking engagements expecting to land new clients, because doing so can heighten anxiety and detract from the value you provide. Instead, each event is an opportunity to genuinely help people, which inevitably builds trust and respect.

Along the way, I diligently worked to improve my speaking skills. I sought advice from experienced public speakers on pacing, audience engagement, incorporating humor without overdoing it, and, most importantly, how to remain myself.

Public speaking is one of the most powerful tools you can cultivate. Developing this skill transformed my business and my life.

Contact Info:

• Website: https://www.allsocialjessie.com
• Instagram: Instragram.com/allsocialjessie & www.instagram.com/allsocialyte
• Facebook: www.facebook.com/JessieMetzler & https://www.facebook.com/allsocialjessie
• Linkedin: https://www.linkedin.com/in/jessiemetzler/
• Twitter: https://x.com/allsocialjessie

Image Credits

Photographers: Dennis Belton Jr., Abby Bartes, Erin McConnell