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Karina Scott

Inspirational Female Founder Spotlight: Karina Scott

Karina Scott is a social media marketer, mentor, and influencer marketing expert helping to connect brands to the people who drive their business forward. An extrovert by nature, Karina empowers brands to embrace their unique personality and connect fearlessly with their ideal audiences.

Can you tell us a little about your background and the company?

I have worked within the marketing industry for over 7 years, but my real desire was to work with brands that care about the impact they make. I take a brand’s social media from a source of guilt, frustration and overwhelm, to a place of excitementpotential and growth.

Girl About Social has now worked with over 30 brands and SMEs to fearlessly build their dream businesses online and across social media. Connecting with Northampton University, I now outsource clients to marketing and events students as well as social media assistants throughout the UK.

How did the idea come to you for the company?

Girl About Social was born from a moment of self-discovery on a late-night train journey home from London. It was a simple idea but one that deeply connected with who I am – a bubbly Girl About Town who lived to paint the town red, connect with others, and was obsessed with all things social media.

How did you achieve awareness?

I realised I needed three strands to my awareness strategy:

  • Networking – It’s about building a strong local presence and connecting with real businesses
  • Social Media – As a social media business, I need to lead by example and ensure my own social media presence is a beacon of good practice. I use it to connect and engage with like-minded business owners and marketers.
  • Mention podcasts and newspapers – I seek out outbound PR opportunities such as podcasts, press articles and speaking opportunities

What are the key successes?

Over the past 18 months, I have been featured in 10 national online articles including Newsweek, Business Live and Adobe.com. I have been a guest on numerous podcasts, and I have been named one of the Girls in Marketing top 20 Marketers to follow in 2022.

I have hosted 8 masterclasses to a huge range of different audiences from theatre actors to university students as well as for FSB Devon & Cornwall. In April, I will be running a masterclass for the FSB nationally.

I have collaborated with St. John’s University and Mediaworks on a paid Instagram campaign to promote their social media 2-week course to my Instagram and LinkedIn followers.

I have worked on campaigns with large organisations in the UK, such as GCHQ, the University of East Anglia, and Richmond Council.

What were/are the challenges and how have you overcome these?

Girl About Social has not just adapted to meet the challenges of Covid but was actually born out of the challenges of Covid.

As the pandemic took hold after March 2020, it became clear that businesses had to move their marketing and their services online but had neither the budget to hire a full-time Marketer nor the skills to do it themselves. Seeing this problem helped me to create a solution, I wanted to offer marketing and social media support to any business that needed it.

A brand’s marketing needs fluctuate across the year- That’s where I come in… My services mean I’ll quickly integrate into an existing team and give the brand the extra boost they need to get the next big project, launch, or campaign over the finish line. And I don’t need to be in their office to do it.

What are your plans now/for the future?

I have been consciously building the brand since I launched. In April 2021, I set out a clear 3-year revenue target to achieve by 2024. I have managed to achieve my 3-year goal within the first 12 months, and I am now expanding my horizons to match the success.

One way I’m moving toward this goal is by expanding my team of associates. Social media management and Instagram engagement are two services that can be very time consuming which means it’s difficult to take on new clients and still offer a 5* service. I decided to work with social media assistants to outsource this work, this has allowed me to work with more clients without jeopardising the level of service.

My first outsourced social media assistant joined the team in July last year, I now work with a team of five.

What would you like to share with others to encourage them to start their own entrepreneurship journey?

Although it didn’t feel like it at the time, I am grateful that jobs ended earlier than planned as it gave me that much-needed push to reach my full potential. If someone had told me 18 months ago that I would have my own business I wouldn’t have believed them. You are on the right path, trust your gut, trust the journey and take a leap. You won’t regret it.  

Can you share your top tips for entrepreneurial success?

  • Hire an accountant
  • LinkedIn is your best friend
  • Find your niche
  • Try to take a break
  • Know your worth – don’t undersell yourself
  • Invest in your terms and conditions
  • Set expectations upfront to your clients
  • Work with a business coach
  • Network, network, network
  • Build a website and keep your case studies up to date
  • Invest in your social media and marketing

Who are the 5 people who inspire you the most and why?

  • My sister – For her fearlessness and her positive attitude to life. She takes everything in her stride and never seems phased.
  • Michelle Obama – She’s confident, intelligent, charismatic, supportive and has a killer wardrobe. She’s everything!
  • My grandad – For his focus, determination, and work ethic. My grandad is one of the most hardworking people I know. I believe I have inherited these traits from him. 
  • Laura Thomas PhD – Her book, Just Eat It, empowered me to truly “trust my gut” – She revolutionised my relationship with food and how I thought out my body.
  • My friendship group – Sounds cliché but it’s true. I am truly grateful to be surrounded by so many powerful and inspiring people who have all overcome obstacles and challenges and come back stronger.

What are your favourite inspirational /motivational quotes?

  • Never accept criticism from someone you wouldn’t take advice from
  • The definition of insanity is doing the same thing over and over again and expecting different results

What are your Instagram, Facebook and LinkedIn social handles and also website links so our readers can connect with you?

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