June 12, 2024 • 13 mins
Ever wondered how to transform your small business with the power of strategic marketing?
Join us on Digital Journey as we sit down with Sanna Westermann, a marketing dynamo whose career path spans from waiting tables to owning a successful social media marketing company.
Sanna shares her compelling insights on why marketing is a game-changer for businesses of all sizes, including those with limited budgets.
Learn why clear communication and visual appeal are non-negotiable elements in your marketing strategy, no matter how big or small your business is.
You can find Sanna Westermann here:
Website: www.activereachconsulting.ca
Instagram: @activereachconsulting
Want to reach out and learn more about Digital Journey?
You can email us at kaylee@digital-journey.net or check out our website www.digital-journey.net.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What's up guys?
This is Katie Johnson here withDigital Journey.
If you're a person that'swanting to learn social media,
maybe that's just for youpersonally, maybe it's for your
business.
This is the right place for you.
Well, hey, everyone, today wehave Santa Westerman with us.
Thank you so much for coming onthe show.
Thank you for having me Happyto be here.
(00:21):
So Santa is an amazingindividual.
We have been in some differentcoaching programs together and
she has so much knowledge, soI'm very excited to hear what
she has to say.
So Anna has an interest and apassion for helping people find
creative solutions to complexproblems.
She has a demonstrated historyof working in the marketing and
communications industry.
(00:41):
She is a strong marketingprofessional with an MBA from
the University of Alberta.
She has lots of wisdom to share.
So go ahead and tell us alittle bit about yourself how
you got to where you are todayand what your journey looks like
.
Speaker 2 (00:53):
I think, like many people in our industry, it is a
wild roller coaster.
I've touched base in probablyfive or six different industries
.
I've worked as a server,bartender, a new home
salesperson, in charities andnonprofits.
I've built and ran a nonprofitand worked in the government,
(01:16):
provincial government, healthadmin, everything and all
throughout it.
Though every single job I'veever, ever had, I had this focus
of what is this businessmissing?
Why is this not successful?
Why is this health program notmore successful?
Why aren't we promoting itbetter?
it's always how to communicateit with the public, every job
(01:38):
that I go to.
So, even as soon as I graduatedmy from my undergrad my
undergrad I started a socialmedia marketing company with a
partner, and since then it'sjust finally evolved in the last
two years to my full-time job.
Speaker 1 (01:54):
That's amazing.
So what is your favorite partabout working in marketing?
Speaker 2 (01:59):
It's such a fun, creative place to be.
A fun creative place to be.
If you are interested in visualarts, it's.
I love making thingsaesthetically pleasing and clear
.
Every time I look at a website,every time I look at an
advertisement if you guys arewatching the hockey game, I'm
(02:22):
from edmonton, alberta, so ouroilers, edmonton oilers are in
the stanley cup in the finals asof last night the most amazing
part was they have theseadvertisements along the
billboards that change on tv butin person they're just boards,
so they rotate and they changebased on the television that
(02:44):
you're watching in the regionthat you're in, and they wow, I
didn't know that they did that.
That's so cool.
What a really good way tomarket and sell advertising very
much so.
Speaker 1 (02:54):
So you said, in the different marketing fields you
notice a lack of that.
Does every company or everyentrepreneur, small business,
need marketing, or is thatsomething that you just need if
you're a big company?
Speaker 2 (03:05):
If you are selling a product, if you are public
facing, you need marketing.
Yes, there's only a couple ofsituations where you wouldn't,
and that's if you are a massive,like specific industrial
company that sells a part or amachine to just one or two other
(03:26):
companies.
You just need a relationshipwith those companies.
Right right, but that'sinternal marketing too.
You need to build thoserelationships and have a
consistent messaging with them.
Marketing in the sense ofadvertising out almost every
industry, yes, but internally,every single one for sure.
Speaker 1 (03:45):
I completely agree, and there are people that come
through and are talking to meand they're like well, I'm a
small business, I don't have abig budget, so marketing is one
of the things I'm pushing to theback burner and, in my mind,
marketing is something that youneed in order to increase your
sales so that you can have abigger budget.
Small businesses, especially,are like I don't have hundreds
(04:08):
of thousands of dollars to putinto marketing and I'm like well
, starting off, you don't haveto.
Marketing doesn't have to be asdifficult as a lot of small
businesses and entrepreneursthink.
Speaker 2 (04:18):
I think the biggest issue is that it's risky if you
don't do it properly.
It's 100% verified,scientifically proven.
There's a million case studies.
If you're running an event, forexample I was just looking at
these statistics because I washelping someone build their
business plan for running anannual event two grand on
(04:42):
advertising for your tickets um,it will increase your ticket
sales by a very specificpercentage, like 33 percent, and
then your budget is directlytied to sales, like the more you
spend, the more tickets youwill sell.
Yes, it's an.
It is a numbers game.
It's not.
It's not as like wishy-washy asmaybe a small business owner
(05:07):
would think initially.
And we're all like that.
It's hard to put up $5,000 andto advertise something.
The biggest issue is you haveto have the infrastructure ready
to take the sales that you'regoing to get from that.
Five grand spend or it is awaste of money.
Speaker 1 (05:25):
Very true, because if you're advertising, you might
know that your products or yourbusiness is great, but you have
to deliver on your promises andyou have to be able to do that
with the quality that you'readvertising for.
So if you're advertising forthis fantastic product that's
going to earn your clients$5,000 extra a month, you might
know how to do that, but if youdon't have it packaged and
(05:48):
presented in a way that theywill understand it and
appreciate it, they're going tosay what have I bought, what
have I bought into?
And at that point your, youradvertising, kind of flopped,
because then you're labeled asnot as reputable and not as
trustworthy.
So you definitely have to.
When you come to marketing, youhave to already know this is
(06:08):
what I'm selling, this is howit's done, it's.
Speaker 2 (06:10):
It's not start with marketing, then figure it out
like know your product first youhave you have to have a really
solid sales process in place.
That's clear, clearly defined.
You know if you, if it'sanything to do with customer
service which it always is youif you can't manage 30 new
(06:31):
customers, don't spend the moneyto get 30 new customers,
absolutely Like for any clientthat I have.
If they came up to me and saidto make $10,000 extra next month
and I'm going to spend $8,000to do it, no one would ever say
that by the way, but if thatmagical scenario came up, I
(06:52):
wouldn't.
I wouldn't work with that personIf I didn't absolutely know
they had everything in place tobe able to take on that capacity
, because then they're just,they'll be angry at me and
that's going to make me and mybrand look bad.
They're not going to be able tomanage their sales, they're
going to get negative reviews,they're going to crash and burn.
(07:13):
I would never recommend to dothat.
I'm being very picky with thepeople that I work with after
many trial and errors, if Idon't think that you're going to
be successful or you have verypoor manners.
Even you just know whensomeone's going to work out.
(07:34):
And I want to help people besuccessful, not just take their
money because they want to domarketing.
Speaker 1 (07:42):
And that's one thing that I know you stand for, as
well as digital journey.
We want to see the people inour program succeed, and if you
have one person that shouldn'tbe in your program but you just
want their money, all the otherpeople in the group are going to
suffer as well.
It needs to be the kind ofpeople that you say.
I know you're going to succeed.
Thank you so much for listeningto the podcast.
We're going to put a quickpause on it and I have a
(08:04):
question for you.
Are you struggling with socialmedia?
Are you overwhelmed by whatplatforms to be on, what to post
?
We talked a little bit abouthow, knowing where you should be
, I can help you.
Digital Journey is an exclusivegroup mastermind that teaches
you how to grow your socialmedia to find where your target
(08:26):
audience is on, so that you canspend less time on social media
and increase your profits andgain new respect from clients
and grow your product in general.
You deserve that.
So if you're interested, I'dlove for you to set up a call
with me.
You can reach out atwwwdigitaljourneynet and you'll
(08:48):
be able to find me there.
If this is something you'reserious about, I want to hear
from you.
If you have a question.
Maybe you're still trying tofigure out where in the world
should I be for social media.
Let me help and we're going toget back to the episode.
I see you want to put the workin and that's how I know we can
get you results versus you seemkind of wishy-washy, don't know
if you're going to put the workin.
(09:08):
It's like nope, like that's whyour masterminds and our groups
and our work are exclusivebecause we want to have the
right people in it.
Speaker 2 (09:17):
Yep, there's an application process and it's
important to get through.
Speaker 1 (09:22):
Yes, yes, very true.
So you talked some aboutdigital strategies.
We know that big companies likeNike, apple have huge digital
strategies.
How important is it for a smallbusiness to have a digital
strategy?
Or is it worth just okay, I'mjust going to randomly put
$2,000 into this advertisingcampaign or should they have a
(09:43):
good digital strategy built?
Speaker 2 (09:45):
Yeah, it depends on how important wasting money is
to you.
It's like you can put you'rebeing advertised to advertise.
You're on Instagram and it sayshere, you should boost this
post that you had.
It's so popular, it's $3 a day.
You should boost it for sevendays.
(10:06):
No, no, hold on.
Wait, is it a post from yourbusiness that's just reposting a
meme about a dog?
No, don't put money into that.
Of course, yeah, a digitalstrategy is essential, just like
having any business plan, justlike having goals for your own
personal life.
All the life coaches andbusiness coaches and any coach
(10:28):
in the world would say structureout, look, plan ahead,
visualize what are you doing.
Why are you doing it?
When it comes to digitalmarketing, the platforms that
you use are important.
If you have this coachingbusiness, should you be on
LinkedIn?
Or, if you have, if you'reselling moccasins, should you be
(10:50):
on Instagram?
Or which one should you focuson?
Should you be on multiple?
Your money can be wasted veryeasily and I think that's a huge
hesitation why a lot of smallbusinesses should be hesitant.
Speaker 1 (11:04):
And that's one of the reasons why it's so great to
have some kind of group coachwho has done the research, who
knows what they're doing and canwalk alongside you and say, hey
, let me guide you, so thatyou're not wasting thousands of
dollars experimenting on yourown.
You know, put that small amountof money towards me, showing
you how, so that you can saveyour money, you can save your
(11:25):
time, which is time is just asvaluable as money.
You know, we all know that inthe business world, and so
knowing that there's someonethat can help walk you through
that process or teach you how todo it is so valuable.
Give a man a fish they'll eatfor a day.
Teach a man a fish they'll eatfor a lifetime is so valuable.
Give a man a fish they'll eatfor a day.
Teach a man a fish they'll eatfor a lifetime.
Speaker 2 (11:42):
That's the same with digital strategy, Learning from
other people's mistakes.
It's much more fun, I promise.
Yes absolutely Learning it thehard way.
If 10 years ago someone, if Icould go back and do something
over again, it would be findinga mentor or a coach or just
(12:03):
somebody else in the industrythat I was even interested in
and sitting with them.
There's a ton of programs outthere and I never went into any
of them, not for many years.
In the last two I have nowattended two or three very
expensive to me masterminds andthey have been invaluable.
But it's that initial likeinvestment.
(12:26):
Sometimes it's money, sometimesit's time, sometimes it's both.
I wish I had that mindset andunderstanding that amount of
value 10 years ago because Ithink I could have been in a
very different place in my lifenow.
But I'm going to start now.
Speaker 1 (12:43):
That's right, that's right.
Speaker 2 (12:45):
Somewhere Right.
Speaker 1 (12:46):
And you already are doing fantastic right now, so
tell us, you know, where can wefind you?
What's a little bit about howyou do what you do.
Speaker 2 (12:53):
No, I like how you do how.
Speaker 1 (12:55):
I do.
Speaker 2 (12:57):
I have a social media marketing offer.
Basically, if you want somereally good graphic posts, you
can just go to my website andsign up.
But a more exciting thing thatwe'll be posting soon is a few
webinars and I will be startinga group mastermind series for
real estate investors, agentsand brokers.
(13:19):
That is an industry that I amin love with and in myself.
I'm an investor myself, alandlord for six years, and I'm
working on investing in somemultifamily developments soon.
So you just have to keep an eyeout on my Instagram at
ActiveReachYeg or any of theplatforms Same username it's
(13:42):
exciting.
Speaker 1 (13:43):
That is so cool.
Well, thank you so much forcoming on the show.
It was a pleasure having you.
Speaker 2 (13:47):
Thank you so much for having me.
It's always a great time totalk to you, Kaylee.
What's up guys?
This is Katie Johnson here withDigital Journey.
If you're a person that'swanting to learn social media,
maybe that's just for youpersonally, maybe it's for your
business.
This is the right place for you.
Well, hey, everyone, today wehave Santa Westerman with us.
Thank you so much for coming onthe show.
Thank you for having me Happyto be here.
(00:21):
So Santa is an amazingindividual.
We have been in some differentcoaching programs together and
she has so much knowledge, soI'm very excited to hear what
she has to say.
So Anna has an interest and apassion for helping people find
creative solutions to complexproblems.
She has a demonstrated historyof working in the marketing and
communications industry.
(00:41):
She is a strong marketingprofessional with an MBA from
the University of Alberta.
She has lots of wisdom to share.
So go ahead and tell us alittle bit about yourself how
you got to where you are todayand what your journey looks like
.
Speaker 2 (00:53):
I think, like many people in our industry, it is a
wild roller coaster.
I've touched base in probablyfive or six different industries
.
I've worked as a server,bartender, a new home
salesperson, in charities andnonprofits.
I've built and ran a nonprofitand worked in the government,
(01:16):
provincial government, healthadmin, everything and all
throughout it.
Though every single job I'veever, ever had, I had this focus
of what is this businessmissing?
Why is this not successful?
Why is this health program notmore successful?
Why aren't we promoting itbetter?
it's always how to communicateit with the public, every job
(01:38):
that I go to.
So, even as soon as I graduatedmy from my undergrad my
undergrad I started a socialmedia marketing company with a
partner, and since then it'sjust finally evolved in the last
two years to my full-time job.
Speaker 1 (01:54):
That's amazing.
So what is your favorite partabout working in marketing?
Speaker 2 (01:59):
It's such a fun, creative place to be.
A fun creative place to be.
If you are interested in visualarts, it's.
I love making thingsaesthetically pleasing and clear
.
Every time I look at a website,every time I look at an
advertisement if you guys arewatching the hockey game, I'm
(02:22):
from edmonton, alberta, so ouroilers, edmonton oilers are in
the stanley cup in the finals asof last night the most amazing
part was they have theseadvertisements along the
billboards that change on tv butin person they're just boards,
so they rotate and they changebased on the television that
(02:44):
you're watching in the regionthat you're in, and they wow, I
didn't know that they did that.
That's so cool.
What a really good way tomarket and sell advertising very
much so.
Speaker 1 (02:54):
So you said, in the different marketing fields you
notice a lack of that.
Does every company or everyentrepreneur, small business,
need marketing, or is thatsomething that you just need if
you're a big company?
Speaker 2 (03:05):
If you are selling a product, if you are public
facing, you need marketing.
Yes, there's only a couple ofsituations where you wouldn't,
and that's if you are a massive,like specific industrial
company that sells a part or amachine to just one or two other
(03:26):
companies.
You just need a relationshipwith those companies.
Right right, but that'sinternal marketing too.
You need to build thoserelationships and have a
consistent messaging with them.
Marketing in the sense ofadvertising out almost every
industry, yes, but internally,every single one for sure.
Speaker 1 (03:45):
I completely agree, and there are people that come
through and are talking to meand they're like well, I'm a
small business, I don't have abig budget, so marketing is one
of the things I'm pushing to theback burner and, in my mind,
marketing is something that youneed in order to increase your
sales so that you can have abigger budget.
Small businesses, especially,are like I don't have hundreds
(04:08):
of thousands of dollars to putinto marketing and I'm like well
, starting off, you don't haveto.
Marketing doesn't have to be asdifficult as a lot of small
businesses and entrepreneursthink.
Speaker 2 (04:18):
I think the biggest issue is that it's risky if you
don't do it properly.
It's 100% verified,scientifically proven.
There's a million case studies.
If you're running an event, forexample I was just looking at
these statistics because I washelping someone build their
business plan for running anannual event two grand on
(04:42):
advertising for your tickets um,it will increase your ticket
sales by a very specificpercentage, like 33 percent, and
then your budget is directlytied to sales, like the more you
spend, the more tickets youwill sell.
Yes, it's an.
It is a numbers game.
It's not.
It's not as like wishy-washy asmaybe a small business owner
(05:07):
would think initially.
And we're all like that.
It's hard to put up $5,000 andto advertise something.
The biggest issue is you haveto have the infrastructure ready
to take the sales that you'regoing to get from that.
Five grand spend or it is awaste of money.
Speaker 1 (05:25):
Very true, because if you're advertising, you might
know that your products or yourbusiness is great, but you have
to deliver on your promises andyou have to be able to do that
with the quality that you'readvertising for.
So if you're advertising forthis fantastic product that's
going to earn your clients$5,000 extra a month, you might
know how to do that, but if youdon't have it packaged and
(05:48):
presented in a way that theywill understand it and
appreciate it, they're going tosay what have I bought, what
have I bought into?
And at that point your, youradvertising, kind of flopped,
because then you're labeled asnot as reputable and not as
trustworthy.
So you definitely have to.
When you come to marketing, youhave to already know this is
(06:08):
what I'm selling, this is howit's done, it's.
Speaker 2 (06:10):
It's not start with marketing, then figure it out
like know your product first youhave you have to have a really
solid sales process in place.
That's clear, clearly defined.
You know if you, if it'sanything to do with customer
service which it always is youif you can't manage 30 new
(06:31):
customers, don't spend the moneyto get 30 new customers,
absolutely Like for any clientthat I have.
If they came up to me and saidto make $10,000 extra next month
and I'm going to spend $8,000to do it, no one would ever say
that by the way, but if thatmagical scenario came up, I
(06:52):
wouldn't.
I wouldn't work with that personIf I didn't absolutely know
they had everything in place tobe able to take on that capacity
, because then they're just,they'll be angry at me and
that's going to make me and mybrand look bad.
They're not going to be able tomanage their sales, they're
going to get negative reviews,they're going to crash and burn.
(07:13):
I would never recommend to dothat.
I'm being very picky with thepeople that I work with after
many trial and errors, if Idon't think that you're going to
be successful or you have verypoor manners.
Even you just know whensomeone's going to work out.
(07:34):
And I want to help people besuccessful, not just take their
money because they want to domarketing.
Speaker 1 (07:42):
And that's one thing that I know you stand for, as
well as digital journey.
We want to see the people inour program succeed, and if you
have one person that shouldn'tbe in your program but you just
want their money, all the otherpeople in the group are going to
suffer as well.
It needs to be the kind ofpeople that you say.
I know you're going to succeed.
Thank you so much for listeningto the podcast.
We're going to put a quickpause on it and I have a
(08:04):
question for you.
Are you struggling with socialmedia?
Are you overwhelmed by whatplatforms to be on, what to post
?
We talked a little bit abouthow, knowing where you should be
, I can help you.
Digital Journey is an exclusivegroup mastermind that teaches
you how to grow your socialmedia to find where your target
(08:26):
audience is on, so that you canspend less time on social media
and increase your profits andgain new respect from clients
and grow your product in general.
You deserve that.
So if you're interested, I'dlove for you to set up a call
with me.
You can reach out atwwwdigitaljourneynet and you'll
(08:48):
be able to find me there.
If this is something you'reserious about, I want to hear
from you.
If you have a question.
Maybe you're still trying tofigure out where in the world
should I be for social media.
Let me help and we're going toget back to the episode.
I see you want to put the workin and that's how I know we can
get you results versus you seemkind of wishy-washy, don't know
if you're going to put the workin.
(09:08):
It's like nope, like that's whyour masterminds and our groups
and our work are exclusivebecause we want to have the
right people in it.
Speaker 2 (09:17):
Yep, there's an application process and it's
important to get through.
Speaker 1 (09:22):
Yes, yes, very true.
So you talked some aboutdigital strategies.
We know that big companies likeNike, apple have huge digital
strategies.
How important is it for a smallbusiness to have a digital
strategy?
Or is it worth just okay, I'mjust going to randomly put
$2,000 into this advertisingcampaign or should they have a
(09:43):
good digital strategy built?
Speaker 2 (09:45):
Yeah, it depends on how important wasting money is
to you.
It's like you can put you'rebeing advertised to advertise.
You're on Instagram and it sayshere, you should boost this
post that you had.
It's so popular, it's $3 a day.
You should boost it for sevendays.
(10:06):
No, no, hold on.
Wait, is it a post from yourbusiness that's just reposting a
meme about a dog?
No, don't put money into that.
Of course, yeah, a digitalstrategy is essential, just like
having any business plan, justlike having goals for your own
personal life.
All the life coaches andbusiness coaches and any coach
(10:28):
in the world would say structureout, look, plan ahead,
visualize what are you doing.
Why are you doing it?
When it comes to digitalmarketing, the platforms that
you use are important.
If you have this coachingbusiness, should you be on
LinkedIn?
Or, if you have, if you'reselling moccasins, should you be
(10:50):
on Instagram?
Or which one should you focuson?
Should you be on multiple?
Your money can be wasted veryeasily and I think that's a huge
hesitation why a lot of smallbusinesses should be hesitant.
Speaker 1 (11:04):
And that's one of the reasons why it's so great to
have some kind of group coachwho has done the research, who
knows what they're doing and canwalk alongside you and say, hey
, let me guide you, so thatyou're not wasting thousands of
dollars experimenting on yourown.
You know, put that small amountof money towards me, showing
you how, so that you can saveyour money, you can save your
(11:25):
time, which is time is just asvaluable as money.
You know, we all know that inthe business world, and so
knowing that there's someonethat can help walk you through
that process or teach you how todo it is so valuable.
Give a man a fish they'll eatfor a day.
Teach a man a fish they'll eatfor a lifetime is so valuable.
Give a man a fish they'll eatfor a day.
Teach a man a fish they'll eatfor a lifetime.
Speaker 2 (11:42):
That's the same with digital strategy, Learning from
other people's mistakes.
It's much more fun, I promise.
Yes absolutely Learning it thehard way.
If 10 years ago someone, if Icould go back and do something
over again, it would be findinga mentor or a coach or just
(12:03):
somebody else in the industrythat I was even interested in
and sitting with them.
There's a ton of programs outthere and I never went into any
of them, not for many years.
In the last two I have nowattended two or three very
expensive to me masterminds andthey have been invaluable.
But it's that initial likeinvestment.
(12:26):
Sometimes it's money, sometimesit's time, sometimes it's both.
I wish I had that mindset andunderstanding that amount of
value 10 years ago because Ithink I could have been in a
very different place in my lifenow.
But I'm going to start now.
Speaker 1 (12:43):
That's right, that's right.
Speaker 2 (12:45):
Somewhere Right.
Speaker 1 (12:46):
And you already are doing fantastic right now, so
tell us, you know, where can wefind you?
What's a little bit about howyou do what you do.
Speaker 2 (12:53):
No, I like how you do how.
Speaker 1 (12:55):
I do.
Speaker 2 (12:57):
I have a social media marketing offer.
Basically, if you want somereally good graphic posts, you
can just go to my website andsign up.
But a more exciting thing thatwe'll be posting soon is a few
webinars and I will be startinga group mastermind series for
real estate investors, agentsand brokers.
(13:19):
That is an industry that I amin love with and in myself.
I'm an investor myself, alandlord for six years, and I'm
working on investing in somemultifamily developments soon.
So you just have to keep an eyeout on my Instagram at
ActiveReachYeg or any of theplatforms Same username it's
(13:42):
exciting.
Speaker 1 (13:43):
That is so cool.
Well, thank you so much forcoming on the show.
It was a pleasure having you.
Speaker 2 (13:47):
Thank you so much for having me.
It's always a great time totalk to you, Kaylee.
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