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Meet Trailblazer Allison Walls

Today we’d like to introduce you to Allison Walls.

Thanks for sharing your story with us Allison. So, let’s start at the beginning and we can move on from there.
One of my passions has been supporting black entrepreneurs and I found a way to do that through my marketing services. Unknowingly, I got started in content marketing through a subscription box I launched back in 2012, called Pretty Power Box. It was a box of curated products made by female-owned companies that could help women just starting in their businesses. Throughout preparing for the launch, I did a lot of research on how to market the business and I learned social media marketing, web design, email marketing, blogging, and influencer marketing. At the time, I was just finding ways to create different types of content for my brand without knowing that it was “content marketing”.

Having these skills led to me designing websites for online fashion boutiques. Over the past six years, my business has grown into a content marketing agency. I’ve realized that a big pain point for my clients wasn’t just updating their website, but they struggled to create and manage their online content. Now, my business produces content shoots that give business owners all the content they need to market their business not only on their websites but also on social media and through email marketing. My clients have found the most success when they attract customers through social and convert them through email.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
No, it hasn’t been a smooth road but I’ve loved the journey. I’ve had the same struggles that other business owners have had when they’re supporting every function of their business themselves. But, one of my biggest challenges as a service-based business has been figuring out what specifically I wanted to do and having to go down the paths of things I didn’t want to do in order to gain clarity. But, I’ve found that the best way of figuring out what you do want is to know what you don’t. Now, I’ve found my sweet spot in digital marketing.

So, my advice is to try it all and learn as much as you can from every opportunity. Take on new responsibilities, learn new processes, read more books, meet new people, and grow from all of it. The truth is none of us have it all figured out, but the goal is to enjoy acquiring the knowledge and experiences along the way. I’ve found clarity and value in that.

What do you do, what do you specialize in, what are you known for, etc. What are you most proud of? What sets you apart from others?
I produce content shoots that give brands all the photos and videos they need to market their business online. Because of my background in retail management, I specialize in content shoots for fashion brands. My clients come to me because they’re struggling to plan content shoots for their new collections. Right now, they’re just shooting new products, but there’s no strategy into how those photos will be used online. They don’t have a creative direction. They don’t know what to shoot or why. All they know is that they need content for their online business.

I’m happy to be a creative and analytical resource for my clients. Part of my process starts with understanding who’s in my client’s audience and how they connect with the boutique. During this process, my clients receive lots of consumer insights that will continue to help them even after we work together. The research behind the content shoots is what sets me apart from others in my space. It’s also what drives the creative process because we’re able to create content with a purpose.

Shoot days are especially fun for me and the client. The energy on set is always electric because we’re all amped up over the excitement of having a good shoot and capturing the best shots. Because I’m so meticulous when it comes to planning beforehand, my clients can really enjoy shoot day and not stress over last-minute errands, missing products, late crew, etc. Then once the content starts to roll out online, the likes, comments, shares, sales, and DMs let us know that we did a good job.

What’s the most important piece of advice you could give to a young woman just starting her career?
The most important piece of advice I have for a young woman just starting her career is to be diligent in achieving her goals and that requires taking consistent action. So many times we’re just dreamers and not achievers because we’re waiting for things to happen. But things can only happen when you take action. Don’t overthink what the action has to be. What’s the clearest path to where you want to be? What are those steps you have to take? Just do those things each day until you get there. Its pretty simple but we let insecurities scare us out of even starting. Then, once we do start, we let insecurities scare us out of continuing. But you must remain diligent and keep going! Success favors those who don’t quit.

Contact Info:

Image Credit:
Allison Walls of @gotjasocial, Micheal Robles of @snaplord, Mirna Abifaker

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