SASS Social

23/05/2026

Buckle up buttercup.
When Phil from approached me to market this campaign, I didn’t think twice, jump in, 2 feet. Let’s go.

What I’ve learnt so far…
1. Story is always the first place to start. Build on it, layer it up.
2. When sh*t hits the fan, know that your marketing is strong enough to do its job regardless.
3. Scope creep. It’s going to happen, ideas pop off, excitement escalates. Build in room for it.
4. You can plan a campaign. You can’t plan for the moment it takes off.
✌️

Oh and last but not least - don’t believe everything you see in the media 💋

21/05/2026

20/05/2026

The obsession with ‘followers’ is what’s called a vanity metric. And it’s all relevant right?
300 followers who engage, share, comment, dm or save…. Oh and give you business? THEY are your audience.
20,000 followers who give you the odd like? Clearly just fluff.

Metrics matter - but it’s knowing which ones to care about. X

19/05/2026

Whether you're a fan or not... It's sure to be a night to remember 🤩
https://www.appetite.co.nz/dinner-with-becs

19/05/2026

💋 How lucky are we to have such a clever group of women! Our networking group ‘Coffee & Connections’ happens once a month, and I wouldn’t miss it!

17/05/2026

Create an account or log into Facebook. Connect with friends, family and other people you know. Share photos and videos, send messages and get updates.

15/05/2026

Tickets on sale now!

17/02/2026

Social media wasn't built for sales.

It was built for connection. For sharing photos of your mate's dodgy haircut. For stalking your ex. For arguing about whether pineapple belongs on pizza. 🤣

Somewhere along the way, (and with a whole lot of pressure from businesses like mine) you decided you HAD to be on social media - posting daily, chasing engagement, stressing about algorithms - because that's where "everyone is."

But here's what's actually changed: people are now using social media like a search engine.

Gen Z Googles less and TikToks more. Instagram's search bar gets more action than the explore page. People are searching "best cafe Auckland" on Instagram instead of Google.

So what does that mean for your business?

Social media CAN work for discovery - but only if you're treating it like SEO, not just a pretty feed. Keywords in captions, location tags, searchable content, consistent posting so you actually show up in results… but it doesn’t have to be every day.

I'll be brutally honest: just because your customers are searching on social doesn't mean they're buying there.

They're researching. Comparing. Then they're going to your website, calling you, or finding you on Google to actually convert.

What actually drives sales:
📧 Email marketing - They opted in because they WANT to hear from you
🔍 Google Business Profile & SEO - Captures people actively ready to buy
🤝 Referrals & word-of-mouth - Trust from people who already know you
💼 Your website - Where research turns into action

Social media is part of the customer journey, not the whole bloody trip.

11/02/2026

This project is a bit special.

When Sole T Mates came to me, Tammy had a vision born from a competition win and a realisation that the Hair & Beauty industry's sole traders needed connection.

Starting point: a brilliant idea and absolutely nothing else. No brand. No website. No platform.

So we built it. All of it.

Brand identity that felt right. A website that worked. Social presence that connected. A membership platform that's becoming a genuine community for NZ hair & beauty sole traders.

Watching Tammy's vision become reality, and seeing the community it's created, reminds me exactly why I do this work.

Sometimes the best projects are the ones where you get to build something from absolute scratch that genuinely helps people.

This was one of those. 💛
www.soletmates.co.nz