We’re excited to introduce you to the always interesting and insightful Yesenia Lara Garcia. We hope you’ll enjoy our conversation with Yesenia below.

Yesenia, appreciate you joining us today. The first dollar you earn in a new endeavor is always special. We’d love to hear about how you got your first client that wasn’t a friend or family.

My first client came from my drive to succeed and fearless attitude. I remember it like it was yesterday—a Friday night, siblings’ night out. My two sisters, brother, and I went out for dinner and drinks at a new spot in Phoenix. The vibe was fantastic, but surprisingly, it wasn’t very busy for a Friday night.

After dinner, I told my siblings, “I’m going to talk to the owner. If they’re not here, I’ll speak to the manager.” They were confused because we loved everything about the place. I had just launched Social Outfit Marketing three months prior but hadn’t landed a client yet. That night, I was determined to change that.

I asked our waiter for the owner, and he introduced me. Even though I was not dressed appropriately for a business meeting, I mean I was in jeans and a crop top, I was determined. I complimented the owner on the great atmosphere and delicious food, then pitched my services. To my surprise, he agreed to talk!

After an hour of discussing business, my siblings were getting anxious and started texting me, wondering what was taking so long. That night, I landed my first client.

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

Hi there! I’m thrilled to share a bit about myself. My background is in communications, which I pursued with a bachelor’s degree in strategic communications and PR. Balancing full-time studies while working at a hospital, being a mom to a toddler, a wife, and clocking hours at a local news station in Flagstaff, AZ, was challenging, but incredibly rewarding.

My first job out of college was at FOX 10 News in Phoenix, AZ, where I gained invaluable experience in communications, copywriting and content editing. However, my journey into social media strategy is largely self-taught. I’ve spent countless hours researching, A/B testing, and immersing myself in the world of social media.

I firmly believe social media should be “USED” and not just something you are “on.” If you’re not gaining anything from your time on social media, then you’re just on it. But if you’re creating valuable content as a creator, influencer, or business owner, then you’re truly using social media to your benefit. Mindless scrolling is just that—useless. And creating content without a strategy? Equally pointless.

When you decide to use social media for your benefit, the first question to ask is, “What is my goal?” Once you have a clear goal, you can create a strategy to reach it. I work specifically with strategies to ensure we’re not just creating content to appear active but rather achieve specific goals. You need a goal, a strategy, and a plan!

What sets me apart is my dedication to strategic creation. I start by thoroughly researching new clients and learning all about their business and brand. From there, I create a monthly content strategy that aligns with their core values and goals. This involves creating content—videos, photos, and more—and then editing it to fit the brand. I also manage their posting schedule and craft copy that helps generate leads.

I love helping clients, especially those who believe they can just use their already busy employees to handle their social media. They quickly see the value of hiring a social media manager who focuses specifically on making their social media efforts worthwhile, rather than just posting here and there in hopes of reaching the right people. Not everyone is a “good follower” for your social media, and it’s crucial to target the right audience effectively.

I’m proud of the hard work and commitment I’ve put into learning and growing in this field. I want potential clients and followers to know that my focus is always on creating beneficial, goal-oriented content. Whether you’re a creator, influencer, or business owner, I’m here to help you use social media to its fullest potential.

Can you tell us about a time you’ve had to pivot?

There have been several times in my career when I’ve had to pivot, but one stands out as the most significant and recent. It’s the reason I decided to start my own business.

I was working as a TV host for a Spanish paid programming television show that aired on Telemundo. I absolutely LOVED what I was doing. Storytelling has always been my passion. Along with others from the team, I helped launch the show in just two days. I was producing, setting up interviews, conducting interviews with members of our Hispanic community to share their stories, hosting the show, and managing the social media accounts. The show even had a segment called “Explorando Arizona” (“Exploring Arizona” for my non-Spanish-speaking friends). Everything about the show was great. The team and the business behind it were helping so many people!

Unfortunately, all good things come to an end. After some disparities behind the camera, I decided to assert my role and contributions, ensuring that my work and the integrity of my personal brand were accurately represented. The day I had to say goodbye to this job was devastating. I loved what I was doing, helping people, and storytelling. But it taught me to stand up for what I believe in, to be true to who I am, and to protect my work and the value of what I do.

That’s when I decided that I was going to use all my knowledge to help others with everything I knew about social media. I wanted to be fully accountable for my work and the time and value I would be putting into it. I started taking workshops, researching day in and day out, made a plan, and launched Social Outfit!

We’d love to hear a story of resilience from your journey.

Starting a business is undeniably scary, especially with the uncertainty of results, income, and clients varying from month to month. When I launched Social Outfit, I didn’t secure my first client until the third month. That was discouraging, but I was confident in my potential and the unique knowledge I brought to the table. I knew it was just a matter of time.

Sure enough, the month after landing my first client, I secured two more. Then came a three-month dry spell with no new clients. Just as I began to question my approach, I gained two more clients but then lost one. Retaining clients was particularly challenging in the beginning, and I had to reflect on what I might be doing wrong. I had to learn and adjust my strategies continuously. Honestly, I’m still learning and adjusting—when do we truly know it all, right?

Owning a business is incredibly rewarding. For me, it means working whenever and wherever I want (except when filming on-site for clients). While some envy this flexibility, thinking it means less work, the reality is different. As a business owner, I work days, nights, weekends, and even graveyard shifts if necessary. Discipline and organization are crucial in my line of work. I set strict deadlines for each client to ensure I meet their needs efficiently.

Despite the ups and downs, my resilience has kept me going. I believe in my services and the value I offer. Every setback has been an opportunity to learn and grow, refining my approach to better serve my clients. This journey has taught me that resilience isn’t just about bouncing back; it’s about constantly evolving and adapting to achieve success.

Contact Info:

• Website: https://socialoutfitmarketing.hbportal.co/public/WORKWITHME/1-Questionnaire_
• Instagram: https://www.instagram.com/socialoutfitmarketing/

Image Credits

Yesenia Lara Garcia