Latest / The Unfiltered Tea with Evie / Social Media Strategy, Content Creation and Visibility with Kristine Sondergaard
Transcript
- Evie Tavares: Welcome to the Unfiltered Tea with Evie podcast where personal brands and service providers come for honest, anti-sleeves marketing advice that actually works. I'm Evie Tavares, founder of Evie Tavares Branding. And if you're tired of manipulative tactics, sleazy marketing strategies, and feeling like you're the only one who doesn't have your business altogether, you're in the right place. On this podcast, we're diving into a copywriting, personal branding strategy, business mindset, and balancing business with kids and real life. I'll be bringing in some epic guests, including business experts to share their insights and real experiences in life and business. You can expect real life stories, tactical tips, and the occasional spicy EV moment, all served up with your morning cup of tea. So grab your tea, get cozy, and let's get into it. Welcome back to another incredible guest episode. Today I sat down with Christine from Socials with Christine. Christine is a social media manager for female founders, helping them to be consistent on socials so they can spend more time doing what they love and being in their zone of genius. She brings a somatic, nervous system informed approach to everything that she does, as she is a somatic practitioner as well, which means that she cares about her clients' well-being just as much as the results. In this conversation, we go over everything from how Christine started her business to what her strategy is for herself and her clients because they are kind of different. And we also talk about visibility in 2026 and what that looks like. And another extra special surprise that we did within this episode was we put out on socials for people who would love to have their social media profile audited by myself and Christine. So this was something that we did live on the episode. Thank you so much to the people who volunteered. we dive into all of that, and I'm sure that there's going to be some great tips in there for you as well. So I can't wait for you to listen to the episode, lean in and enjoy. Welcome back to the Unfiltered Tea with Evie. I'm here with a very exciting guest with Christine. And today we're talking about all about socials because that's kind of Christine's thing. So thank you so much for being here. Kristine Sondergaard: Thank you. I'm so excited to chat and you know be a little unfiltered. Evie Tavares: Yeah, I love that. We've got some exciting things planned, but before before we get into that, you and I met like not that long ago, through High Vibe Women and kind of through online, right? As one does when you have a business. but you you're kind of like new to your business. Like your business is still fairly new, right? So tell us like how long have you been in business? Like what have you found since you started? Tell us a little bit about your journey. Kristine Sondergaard: Yeah, so funny. I've been When people say that, I'm like, right, I actually haven't been in business that long, but I've been in social media for a long time. So then sometimes I'm like, Yeah, no, I've been I've been here forever. but yeah, I've been in social media since like probably university. And then I had always been doing it on the side and like always thought I was gonna do it full time, but then I would kind of like get scared about being like a full time entrepreneur, which I'm sure many people can relate with. And so it wasn't until this fall That I got a client and she ended up just being like an absolute referral machine. And she essentially like referred me out to everybody she knew and truthfully like built my business from the ground up. And then from September to February, I was like building my business and then took it full time in February, which still feels like. insane when I say it. I'm like, yeah, I took a business full time in six months, but yeah, I just like it truly takes one client. Like I I cannot stress that enough. Like if you are doing really good work and building really strong relationships, like it takes one client. Evie Tavares: Yeah, that's amazing. I love that. And I feel like we're actually kind of similar because I was the same. I was working part-time, doing this on the side, built it on the side, and then quit. I think it was around six months as well once I start yeah, 'cause I went back to work at the the credit union that I didn't love. But it's like a wild thing to kind of take that bet on yourself, right? Like to go from a completely reliable income to completely relying on yourself after six months. Kristine Sondergaard: Hundred percent. And I think too, like, there's so many different like parts of that. Like I had a boyfriend who had a stable job so that like we if we had to we could lean on his income. Like there's there's definitely components to it. And I had previously jumped all in on a business and it couldn't sustain like I couldn't sustain it or it couldn't support me. And so I was like much more I I just like thought it through a lot more this time where I was like, okay, I need to make like this much a month. I need to like have this many people like in terms of like leads and sales and da-da-da-da. And like kind of planned it a little bit more. But the last time, maybe call it a little bit of delusion. Maybe it was good for me and a good learning experience. But like I jumped into a business with like no savings, no income, and was just like the universe is gonna catch me, it'll all work out. it didn't, so don't do that. But I think it was a really great experience because it taught me like to plan for it and to make sure that like you have enough of a cushion that you're not stressed about the f the money part of it. You're stressed about like all the other things that happen as soon as you go full time. Evie Tavares: Hmm. And how have like how have you found that it's kind of changed even in the six months since you started? Because I feel like when we start out, we kind of have one idea of what we want it to look like. Like you said, you plan for something, but then like as your experience changes, people that you work with kind of changes. Has it changed very much in the last six months for you? Kristine Sondergaard: Yeah, I think now I'm starting to be like a little pickier about what I'm doing rather than I feel like when you start you're just like you'll say yes to anything. Like even I won't say like even if it's not a good fit, but I was saying like yes to any project. People are like, do you do websites? I'm like, for you I do, you know, or like do you do brand photos? Okay. Like I was just saying yes to anything because I was also trying to figure out like what do I really enjoy doing? Like yes I'm good with socials, but like is there another avenue here or something? So yeah, just saying yes to everything rather than now. I'm getting clearer on like, hey, what packages like actually bring me joy? How do I like to support clients? Like what things actually really drain me. So I think it's just clarity really is what you get after like a year in, six months in. Evie Tavares: Yeah, yeah, exactly. I found the same thing. And so what is it that you do now for your clients? Like what is it that you've kind of zeroed in on? Kristine Sondergaard: Yeah, I think the my like bread and butter is being like an in-house content director for them. So that's something that I do for like share, which we both know. and I handle like all of the content side of her business. So like the posting to social media, but then also like website updates, her email marketing, like everything related to content, because it all speaks to each other. So I think sometimes it can be really challenging is if you hire out like an email marketer and then hire out like different Different people for different parts. so I try to bring that all under one thing and that's kind of like my top-end package, but it really like just keeps their content machine going and it I really like it because it it has me in like all parts of their business and then I feel more like a partner than someone they're just outsourcing to. Evie Tavares: Mm-hmm. I love that. And when it comes to like your content strategy and approach, let's start with your content strategy and approach for yourself. Because I feel like maybe the one that you have for yourself is going to be a little bit different than what you have for your clients. How do you approach it? Because when I look at your page, I think you posted something like I'm legitimately just having the time of my life. And I think that Kristine Sondergaard: Yeah. Evie Tavares: that like shows in your content. So how do you keep up with that for the long term? Kristine Sondergaard: Yeah, actually such a good question because I realized this the other day that the way that I do content for my page is very different from how I do my clients. just because obviously like I have a little bit more freedom with my page because I if I like screw up or if I do something, I can delete it and whatever. not that I recommend deleting, but I I try to describe it as like it's a very like embodied strategy where like if I see something that someone else is doing online and like I feel something towards it, like I'm like, that made me feel really excited or like curious or some type of way, I'll see if I can like recreate it or put my own spin on it. But it truly comes from like as a social media manager, we are chronically online. So I'm like coming across a lot of content, but I find the content. that like I bring to my pages based on like other things that I've seen that like make me feel something or like I'm like wow that's a sick piece of content like I wanna see if I can do that rather than like for clients it's much more strategic. And it's typically like every content strategy, you want three pieces of content. So you want attraction content, nurturing content, and selling content. And so like I use that much like that framework a lot more with clients because like obviously I'm trying to get them results. My personal inst like my my Instagram socials with Christine is much more like a personal diary to me. Like it's it's like Hanging out with my business besties online, sharing whatever I really want to share, like having a little bit of fun with content, experimenting, like just being very expressive through it. And so I'm like, I have built my business through referral. And so like as crazy as it as it is to say is like I don't actually need my Instagram. And so because of that, it just takes all the pressure off of it. Which I think I say that with other people too is like if if you're getting your clients through another source but you still want to be on Instagram, that's fine. But then like have a little fun with it. Because if you if you quote unquote like mess it up or do anything to it, it's not gonna affect your biggest like lead source. Right. So rather than like if you do get all of your Instagrams through or do get all of your leads through Instagram or social media platforms. like maybe you want to be a little more strategic about it or a little more like careful with what you're doing. But yeah, truthfully like you need attraction, nurturing content, and selling content. And you just rinse and repeat. So yeah. Evie Tavares: Mm-hmm. I think that's such a good point that if you're not if like Instagram isn't your bigger your biggest lead source, then like why are you putting so much pressure on it? And I think people still do that, like even I find for myself, I'm like, I have to like have a strategy. I have to post X number of times. But then it's like everything is still working good on the back end. So why am I stressing about it? Just like show up and have fun with it. Like It's just a different mindset, I think, that a lot of people don't really talk about. Kristine Sondergaard: For sure. And I'm like, I'm a woo-woo girl through and through, which we can always chat about. But because of that, like I'm such a big believer that the energy that you put out is what you get back. And so if you're putting so much pressure on yourself to like perform for the algorithm, or like you're like, I have to do this, people are gonna feel that on the other side. And I think that's why you said like that reel that I posted where was like, I'm literally just having a fucking ball, and that's my competitive advantage, is like I truly feel that way. I'm like, I found like three clips that I was like, these are kind of Fun, slapped it together, but it was in the moment where I was like feeling that energy, and and like you said, like you can feel it on the other side. So I think if you're making content that like brings you joy, great, like that is literally the point. And if that is all carousels, great. If that's all talking head, great. If it's all b-roll with text on screen, fantastic. Like, you don't need to be doing what everyone else is doing. If there's something that brings you joy, fantastic. Like, I have some people who have grown their accounts from stories. Alone, and that works too. But I do think that, like, while we're on stories, please post in your stories, even if you don't like it, start to work that muscle because that is your warmest audience on social media, like on Instagram specifically. That is your warmest audience, and it's where you're gonna convert. So, like, just get get used to showing up there, you know, whatever, like day in the life, or like what you're doing right now, or like If you are if you're building something, like build in public and stories is a great place to do that. But yeah, I cannot stress enough. Like please, please show up in stories. Evie Tavares: Yeah. I don't think I've ever like directly sold from a feed post. that's a lie. Once I did. But it was like super direct of like, I'm booking for this time. Like if you wanna book for this time, now's the time kind of thing. But other than that, it's like always stories and just saying like it's you just say what your availability is. Like 'cause people don't know, right? Like if they're kind of like passively following and they don't they wanna work with you but they don't know when, they need like an invitation. to take that step so I'll just like post on my stories and say like this is my next availability if you're Kristine Sondergaard: Hmm. Evie Tavares: interested send me a DM. Like it doesn't have to be anything glamorous. Kristine Sondergaard: No, it doesn't, and it can literally be like literally be one slide a day. Like it doesn't have to be some people are really great at like telling a whole story in their stories, and that's fantastic. But like it can quite literally be one slide a day. Like Mondays you share your availabil availability. On Tuesdays, like say you have a podcast guest spot, then like you share their reel or something like that, or you share like a couple pieces of content that you've come across that you're like, wow, these have really like meant something to me. And then like people start to see how you think, like how you feel about things, and that's how you build the no like and trust factor. And especially with people who like give a shit to watch your stuff because they're the like percentage of your audience that are coming back or interacting with you. Like that's who's seeing your story. And so like would you not want to continue the conversation with them, you know? Evie Tavares: Exactly. And I wanna go back to something that you mentioned because you said that you look you kind of look at what other people are doing and put your own spin on it. And but then obviously when we're online all the time, we're on Instagram all the time, it's a fine line between like that over consumption and like Kristine Sondergaard: Mm-hmm. Evie Tavares: looking for inspo, right? So where how do you kind of figure out where that line is and make sure that you're you know, not scrolling Kristine Sondergaard: Yeah, I think Evie Tavares: for the sake of scrolling, but actually scrolling for that inspiration. Kristine Sondergaard: Hundred percent. Like I I mean, I'm bad for doom scrolling before bed. As I'm sure many of us are. But throughout the day, I think I'm a little more intentional about it because it's my job. Like I will go on social media with like a goal. Like I'll be like, okay, I'm looking for hooks. And so I'll like scroll the Reels tab and I'll be like, okay, like, did this perform well? Why did it perform well? And like a tool that I will use is we call it mad-libbing hooks. And so you see like how a hook is written, and then you see what pieces you could you could change from it. So it's like how I built my business in 60. Days. And I'm like, okay, well, I could take that to like a client that I have that's a financial planner and be like, how I built a financial plan for a family of four in 30 days, right? So you can mad lib pieces of hooks. And so I will purposely go on the real t reels tab and save hooks into a saved folder that I call real bank. And and I'm doing that like very intentionally. I'm not scrolling for the sake of scrolling, like I'm looking for a very specific thing. Same thing for carousels. Like I'll go on looking for a specific industry or a client or whatever, but there's an intention and I think like people can carry that if even if social media isn't your job is go onto social media with an intention. If you're looking for new content to create and you want it to be a real, great. Go to the Reels tab. Don't look at anything else. Or if you're looking for a piece of content, go through your DMs and see like what people have asked you recently or like what conversations you're having. Or if you're looking for ways to nurture your audience or ways to like sell your services. Like maybe you whip through a couple stories and you see how other people are doing it. But like yeah, just leading with like what is one thing that I'm trying to get out of this instead of like I want to create a piece of content. It's like okay, I want to create this specific content and this is what I'm looking for. And that can be really helpful. Evie Tavares: Mm-hmm. I love that. I love the mad lib. I didn't know that that's what it was called, but the mad lib hooked. Kristine Sondergaard: We yeah, we call it mad mad living hooks, yeah. Evie Tavares: Yeah, I love that. And I think 'cause you're in the online high vibe women community as well. And they had Lori Harder as a guest speaker and she said something similar, but she said it in regards to, you know, like those inspirational quotes. Kristine Sondergaard: Mm-hmm. Evie Tavares: Like it'll be like an inspirational quote on like a really beautiful scenery, picture, whatever. And like those hooks. Like just taking the start of that and making it your own. And I've done that a few times and it works really well. Like it's Kristine Sondergaard: Mm, mm-hmm. Evie Tavares: you just it like really emphasizes the importance of having a good hook. Kristine Sondergaard: Hundred percent. Like it As much as it sucks, like I'm the first to say that, that you you have to use a hook to get people in that for those first three seconds or they are gonna scroll. But I sometimes the way that I like to think about it is like if you were about to share this piece of content with like your best friend or whoever you would like you know, text, like, my god, girl, you won't you won't believe what's happening at two in the morning, is like how would you explain what you're about to share to them that would like pique their curiosity? So instead of like if you Feeling like you're talking to a black hole or like an audience of people you don't you don't know, is like what's w who's the one person that you're talking to? And it can make content a little easier because you're speaking to one person, you're having conversation. You're not having a TED talk, you're having one conversation with one person. And so, like, that's typically what I will do. But I'll think about my hook is like, what would I tell my best friend about this? And it'd be like, You won't believe this, or like, I can't believe I didn't know this, or a lot of those hooks of like how we start sentences when we're surprised about something or we just learned something or we're surprised other people don't know about it. Like a lot of those are are things that we actually like use in our everyday language and it doesn't have to be so like scripted. Evie Tavares: Mm-hmm. And I want to touch for a minute on trends, because there's a specific trend right now that has absolutely blown up and it's around like yapping and Kristine Sondergaard: Mm. Evie Tavares: Jesse Jean's Yap Challenge. That's like such a huge thing right now. Kristine Sondergaard: Yeah. Evie Tavares: what do you think about like going along with the trends, but also making them your own? Because I think what happens sometimes when there's trends like this is that everybody ends up looking the same and sounding. Kristine Sondergaard: Yeah. Evie Tavares: same. So how do you kind of avoid that, even if you wanna do something that's quote unquote trendy? Kristine Sondergaard: Yeah, it's so funny because I'm actually in the Yap challenge right now. So, and we're in our first week of the second cohort. And I'll be honest, like it's really good information that she's sharing. I do see it as like this massive trend where there's way more people doing talking head videos. which Arguably I don't think it's a bad thing because it's allowing people to like become more eloquent eloquent speakers. It's allowing them to like figure out their cadence, their rhythm, like and help them with like more visibility. Because talking to the camera I find is like the most vulnerable way to share, I think on social media. And but I I think it always goes back like trends, it always goes back to like how does it apply to your business? Like I'm not gonna hop on a trend. that has something to do with like construction because it makes no sense for me. Like it does not fit my brand whatsoever. Same with like a couple years ago, that was like the propaganda I'm not falling for. From like a political lens, I don't love using the word propaganda. So I'm not gonna hop on that trend because it goes directly against my values. However, like some of the trends that's like in my 20s, people told me this and it was important not to believe them. Love that stuff because I like sharing stuff, like I like sharing self-improvement and like stuff about like growth. So that fits my brand and the values. So I think it's just like slowing down and being like, does this actually align with the values of my brand, align with like what I actually speak about? Because people will notice that if you jump, if you're jumping on trends that make no sense with your business or go directly against your values. just to get views, like people will notice. So it's just like can we can we apply to our business? Does it make sense? And if it doesn't like that's okay. Trust me, there'll be another one in two days. Like you know, yeah. Evie Tavares: Right. And kind of switching gears a little bit, kind of the biggest word for marketing, I think anyway, in twenty twenty six has been around visibility. And I think that kind of looks like something different for everybody. So what does that really mean for you and Kristine Sondergaard: Mm. Evie Tavares: how are you kind of approaching it for twenty twenty six? Kristine Sondergaard: Yeah, it's so interesting. Like I'm I'm a big believer that Visibility is just getting thrown out there and there's not a lot of like nervous system talk around it too. Because like becoming more visible is a somatic experience, which means it's like a a felt or like body-based experience, in my opinion. Because you are actively putting yourself like out there to be seen, which like historically, I mean if we go back like hundreds and thousands of years, being seen in the middle of a forest by jaguar, not a good place to be. Right. And so our nervous systems like still remember that. Not to mention as women too, like any time if we think about like the early two thousands or like literally any time in media, it's like y Anne Hathaway's on a beach and people are like commenting on how her body looks and she's like six weeks postpartum or something like that. Like and and so I think women especially, like we've always been like very like persecuted by the media or like really, really, really judged by the media. So like it's not comfortable for us to be seen or be perceived or be visible. And so I think like we're already like jumping Over so many more roadblocks to get there. But I think visibility is also surrounding what where you want to be visible. I think it's getting wrapped up in posting consistency and like you have to post seven times a week to be visible. It's like, well, if you're someone who is a homebody and you want to start to grow your business, like maybe that's going to a networking event and that's becoming visible. Or maybe that's like working at a cafe and introducing yourself to the cafe owner and just becoming a little bit more. visible in your community. It doesn't have to be on social media. It can be in other areas. It could be pod be like going on podcasts. It could be starting a YouTube channel. It could it could be posting more. It it could be showing up in stories. It could be like again networking events or whatever that looks like or like whatever areas feel comfortable to you. And I always say like microdose your visibility if it's feeling a little uncomfy and like find what works for you and know that it doesn't have to be seven times a week. Evie Tavares: Mm-hmm. I love that you brought that out, that it doesn't just have to be on Instagram. Cause I think that's or on socials, because that's the first thing that people think of when they think I have to show up for my business. Yeah. Kristine Sondergaard: Mm-hmm. Yeah, like it could it could even be like a brand shoot. Right. And just like getting behind like getting photos of you in your element in in a where you feel beautiful, where like you feel aligned with your brand. And Evie can help with that. but but like maybe that's what it is too, and that's the baby step towards like becoming more visible is just having photos of you that you love and will actually use, right? Evie Tavares: Mm-hmm. Kristine Sondergaard: Or like photos of you that aren't stock on your website, so that like you are on your website a little bit more, because that's a way to be more visible too. Like I think Again, it it just gets so wrapped up in like the all or nothing and it's like, okay, what's what's between that that we can find that feels good for us depending on our level of comfortability with visibility? Mm-hmm. Evie Tavares: Yeah. Amazing. Okay. So on to the second fun portion of Kristine Sondergaard: Yeah. Evie Tavares: this episode. Christine and I put out on socials that we were going to be doing live audits on this episode for social media. So we had a few very willing volunteers. So if you did volunteer, thank you so much for putting it out there. we only have time to do a few this episode, but maybe we'll come back for round two and do some more because Kristine Sondergaard: Mm-hmm. Evie Tavares: we did have quite a few. so yeah, we're just gonna kind of wing it and just see Kristine Sondergaard: Yeah. Evie Tavares: how we can audit these Instagram pages. Okay. Kristine Sondergaard: Okay. Evie Tavares: So the first one is Leslie Robertson, get fit with less. So yeah. Kristine Sondergaard: Alright, our Leslie, our girl. Up in Ottawa, hometown. Okay. Hometown is Ottawa, yeah. I know. Yeah, me and Leslie. I was like, yes, girl. okay. Evie Tavares: Is that your hometown? okay, cool. You and Leslie. Kristine Sondergaard: do you want to go first? Do you want me to go first? I Evie Tavares: You can go first, yeah. Kristine Sondergaard: can go first. Okay. Okay, love that she has personal trainer, health coach, hype girl in her name line, because that's like your SEO line. The only thing I would put there is if you're Ottawa-based, like Ottawa personal trainer. So if you have a location, definitely put that up there. and then helping women reclaim their health through simple, effective workouts. Compassionate coaching and balanced nutrition, great. That's like a really nice positioning statement. I would include some credibility in your bio. So like how many clients have you had or like how many years have you been in business? And then some type of call to action to your link tree. So like why would people click click that? Like do they get a free consultation with you or like get a free class? Or do you have any like freebies? But just like why would they clink the link in bio? if we're going down. Love the story highlights, Gorge Gorge. love the different things that you have pinned I would also do one that's maybe again another piece of like credibility. You have an about us and you have like transform your health and fitness journey. So like how you help people, but then maybe one that's like credibility. or like a high performing reel is also like or high performing post is another thing that you can put in your pin posts or something that people really resonated with. But otherwise like I mean I I see Leslie's content all the time. So I I do love what she shares. Like it's very on brand. yeah. My only thing that I'm seeing as I'm scrolling down is just multiple fonts. And so I always just from like an aesthetic point of view and and a like recognition point of view is like pick one font and one color. So that like when someone sees, for example, if you scroll down, there's like that orange font. Like if everybody sees that orange font, orange, sorry, color and that font, they're like, that's Leslie. So that would be my only tip for that. But Yibi, I'd love to hear your thoughts. Evie Tavares: I actually have a question for you about this because she's also linked here to Prime Personal Training Ottawa, which is probably her business Kristine Sondergaard: Mm. Evie Tavares: page specifically for her studio. And this is a question Kristine Sondergaard: Mm-hmm. Evie Tavares: that comes up a lot for people who have like a personal brand but then also their business. Right? Kristine Sondergaard: Я Yeah, I my like differentiator that I typically do is if your business is like you, or like you're a solopreneur or you're a solopreneur with a team, but the team would never interact with clients, like you really don't need a business page. Like your you c and to right now, like founder-led content is what's performing. And so I think regardless, like if you're the head of your business, like you should have a personal brand. However, that personal brand could probably also be your business page if like If she is hir like if Leslie's only hiring for herself and not hiring for other people, then I think that's fine. It's for people who have like, I don't know, this is such a random example, but like say you have like a garage opening door opening business and like other people would be coming to service the garage, you probably wanna have a business page. because you wouldn't want like people to assume it's gonna be you. So if you have like as what I say, if you have a team or like a company, then a business page is a good plan. But if it's like just you or like you're the head of the brand and it's a team of like VAs or it's a team of people that like don't interact with your clients, then like a personal or like a personal brand, Instagram is perfectly fine. Evie Tavares: I agree. for me, just looking through it here, I agree with the things about the bio that you mentioned. And yeah, there's not really like a clear call to action to go ahead and like go click that link tree or like message you or DM. the hooks are good, like from the on screen hooks that I'm seeing just when I'm scrolling. Kristine Sondergaard: Mm. Evie Tavares: it's like it is enticing that somebody would want to click based on the hooks. The top three like pinned posts, I like the content of them. I wonder if there is a way to just like break it up and have like a picture of of Leslie, a picture of like almost like a stock photo or something. Or even like three graphics, 'cause you've got the about us graphics. You could have an about Leslie graphic and then another one of like top tips for busy moms who want to work out. Just like Kristine Sondergaard: Mm-hmm. Evie Tavares: graphics to make those all like look super clean at the top, unless you switch them out a lot, but that would just be my observation. But other than that, yeah, I see all of Leslie's stuff all the time. It's always like very positive and like upbuilding and encouraging and just makes exercising and like personal training and everything look very approachable versus like the scary like gym bros that you see sometimes. Kristine Sondergaard: Yeah. No her yeah, yeah. So she Evie Tavares: Hmm. Kristine Sondergaard: yeah, she's definitely nailing like her messaging for sure. Yeah. Evie Tavares: Mm-hmm. Okay, amazing. Thank you, Leslie, for volunteering and being willing to be audited. I hope that was helpful. the next one I have is Nicole Weston. So it's at the Nicole Weston. Kristine Sondergaard: Okay. Okay. Yeah, yeah, go for it. Evie Tavares: And she is, do you want me to go first on this one? Okay. So I love what Nicole's all about. So she's a coach for motherless mothers, and that goes straight into her name. she's talks about her podcast in the bio. I help mums without moms stop carrying the grief alone and rebuild who they are now. So I think that as a line, like from a copywriting perspective, really shows that you understand where people are at when they've gone through such a thing as losing their mom. And you're communicating exactly how you help them and what's the outcome of them working with you. So rebuilding, they can rebuild who they are after they've lost their mom. talks about the free workbook. So the free workbook is good. I like that, but it doesn't have like a specific call to action to like click to get it or anything like that. so that's one thing I would say. The other thing I've noticed, like she's had a ton of reels pop off. Like if you look at the news, like yeah. Kristine Sondergaard: Yeah, she's been killing it recently. Yeah. Evie Tavares: Honestly, I know that yeah, Nicole's been crushing it lately. So one thing I would say some of them maybe the covers could be adjusted on the reels. Like if I'm just scrolling through the reels tab, Kristine Sondergaard: Mm-hmm. Evie Tavares: some of them specifically for the podcast, maybe just like some podcast covers there. Kristine Sondergaard: Mm-hmm. Evie Tavares: Something I'm also guilty of doing as well. So let me make a note of that for Kristine Sondergaard: Yeah. Evie Tavares: myself. but yeah, overall I just I love how like raw and honest Nicole is in her content. Like she doesn't tiptoe around what is a very sensitive subject, but she still does it in like a respectful way, but like just really communicates that she understands where women are coming from when they're in this position. Kristine Sondergaard: A hundred percent. I think like her content always brings up the question of like does it make sense to niche down or not? And she's niche into like motherless mothers, which I would say is like a very I would want to say a small portion of society, but like a very specific portion of like our population. And it's working for her. So I think like she really shows you that if you are speaking to one person, which like you are speaking to the mom that's lost their mom and is now also a mother, Like that type of stuff performs really well because they f people feel like you are speaking to them specifically, rather than like a whole group of people. So I think she's really nailed that and with the vulnerability too, like that is a that's a way to hook people in, right? Like that is so different from the like performative stuff that we see on socials. So like her sharing her story around losing her mom and then becoming a mom that like can't call her mom, as she says, like I I think it really cuts through the noise because people resonate with the with what she's going through and the vulnerability around it. Evie Tavares: Mm-hmm. And yeah, even I find like that's such just even can't call your mom. Like if you think about that, even as somebody Kristine Sondergaard: Mm-hmm. Evie Tavares: like hasn't lost your mom, like you think about what that would look like for you, like it's just Kristine Sondergaard: Yeah. Evie Tavares: so clearly communicates the emotion and like the experience of what what Kristine Sondergaard: Yeah. Yeah. Evie Tavares: that looks like, right? Like, yeah, I just think that's really cool. Kristine Sondergaard: Yeah. Which I think is interesting too that like you're you're essentially your ideal client, but like five steps ahead. Evie Tavares: Mm. Kristine Sondergaard: And I think that's a like she really shows that is that like she has been the person who's like, I can't call my mom and it's like really throwing my life off and I don't know what to do about it. But then she's come out of it and is now like teaching other people or like guiding other people through that as well. But like I think sometimes we think we're so like far ahead or like too close to our ideal client. but like you truly are like maybe three months away from where they've been, but it's just you learnt enough to now teach it. So I think she shows that really well too. Evie Tavares: Mm-hmm. Agreed. Okay. Amazing. Thank you so much, Nicole, for volunteering. I hope that was helpful as well. okay, next one is Gillian Laslie with at Rising Raven Wellness. And I will let you go first on this one. Kristine Sondergaard: okay, we're taking turns. I love it. Okay, women's wellness and life transitions coach. okay, the only thing that I I don't know if this is a bone to pick or not, but in that line, which is like your your name line, where like most people have their name and then like their title, while I understand so many of us want to have like unique titles, I Always preface this with like what are people actually searching for? Cause for the longest time, like I also was like, I want to be like a content. like coach or like a somatic content coach. And then like one of my friends was like, who's searching for that? And I was like, no, you're so right. Right. Like they'll they'll find out what I'm about when they land on my page, but realistically they're searching for social media manager. So I say the same thing for Jillian. Like are people searching for life transitions coach or are they searching for like a wellness coach? And it's not saying that you don't support people with life transitions, just like that line is what people are actually searching for. And I don't know if they're looking for a life transitions coach. So just laying Evie Tavares: I don't know. Kristine Sondergaard: that out there. which is where you can give more context in your bio. So like helping women rebuild their strength after burnout, loss and life transitions, that gives more context. So maybe it doesn't have to be in the name line. Also a sourdough teacher because bread is good for your soul. Like, I think that's a really cute, cheeky way to show her personality. again, would love to see a call to action here. Like, why would people click your link in bio? yeah, because right now, like your link in bio has like website, newsletter, and workshops. Like in this season, do you want people to sign up for the newsletter? Cause you can always change your call to action too. So just like why would people click that? I again always love like the stuff that Jillian shares. I go back again to like just brand cohesion. So there's lots of different colors here. There's lots of different fonts. So can we land on like one color, one font that we like to use? And And like maybe some templates too. So like templates around like if you're sharing events and workshops or anything like that. just so that it's repeatable and again, like that will help with recognition. Like people see that specific template and they're like, Jillian's putting on a workshop. So yeah. Evie Tavares: Mm-hmm. Yeah, I like that. I would say like maybe a couple more pinned posts at the top, like maybe Kristine Sondergaard: Mm-hmm. Evie Tavares: one specific for the sourdough and one specific for the wellness coaching. And it doesn't even have to be like, these are the services. It can be like if you're a woman you know, 40 plus who finds that her body isn't really working the way that it used to, and you're looking for like more natural support in that and coaching through that, then I'm your girl. Like something it can be fun. It doesn't have to be like a list of services. And the other thing I'm just looking at, there was a reel. It's just, it's literally on the main screen there's a reel that it says I wanted to pop on and share some upcoming events. I would even skip like that first line. So I find like when Kristine Sondergaard: No. Evie Tavares: you're doing talk to camera The longer that you kind of intro what you're actually going to say, the easier it is for people to kind of pop off. So if you're like getting right to the point, or like even like we talked about hooks earlier, like what's a hook that we can put in there? Like if you are a woman who has been watching all your friends learn sourdough and you don't know how to do it and you wanna learn how to do it, then this is for you. I have workshops coming up, X, Y, Z dates. Like just like really try and hook people in instead of just I'm popping in to share or I I'd wanna say like just get right to the point, hook them in and then tell them the con Kristine Sondergaard: Yeah. I think too like when it comes to actually like filming that. Some people feel like they have to start with the hook and then they feel very like like caught off guard. And so you can start your video with like, hey guys, I'm on here to da da da da da and then just trim it in editing. But like don't feel like you have to start it with the hook and then you feel like very like like disjointed and like scripted. So you can start Evie Tavares: Yeah. Kristine Sondergaard: however you like like to start videos and then you just like trim it in editing. So I think that's always like a way to feel a bit more comfortable too when you're talking to the camera. Evie Tavares: Yeah, I like that idea. The other thing, this is like not something for Jillian, but I find when I'm like recording, I like if I'm gonna do a a story where I'm talking, I take a breath in and then record, Kristine Sondergaard: Mm. Evie Tavares: and then I'm like immediately breathing out. So that the beginning of the video isn't me going like I'm just like it's like they don't have to hear you breathe at the start of the video. Kristine Sondergaard: Yeah, no, I remember I don't know if you were at the last wave event, Evie Tavares: Yeah. Kristine Sondergaard: but there was a speaking coach there and she said that that's actually a tool that people like speakers will use is they take like a big belly breath before they go on stage and then they like go and speak because it like re it's a bit of a reset. so yeah, it's I do the same thing before I like record anything. I take like a big breath in and then speak. So yeah. Evie Tavares: Then record and go. Yeah, love that. Okay, amazing. Thank you so much, Jillian. Hopefully that was helpful. okay. Next one we have Victoria May brands. Let me pull her up here. Is it my turn to go first this time? Kristine Sondergaard: Yeah, rocket. Evie Tavares: Okay, so the name Victoria May, brand photographer and UGC creator. We've talked about like the searchability on that. I think that's perfect. personal branding agency helping female founders be seen, known, and booked out. I love that. Proof that visibility changes everything, and then her location, and start here. So we've got call to action, location. she's calling in who she wants, so female founders, and how she helps them to be seen, known, and booked out. So I love all of that. and then the three pinned posts. Or sorry, there's two pinned posts. But I like these because it's got something about Victoria and then it's got something about what she does. And I feel like if you're gonna pin posts, those are really the ones that you would want to pin is like who you are and what you do. just looking here. I like that there's like a mix of graphics and professional pictures, but then also like just regular kind of snapshots of the video. Yeah. That's kind of I would even say like maybe more on screen hooks for the covers. Kristine Sondergaard: Mm-hmm. Evie Tavares: Like the photos are obviously beautiful, but then like there's a reel here that has a couple reels that are photos as the covers and maybe adding like whatever the hook was in the reel to the cover so that people know Kristine Sondergaard: Yeah. Evie Tavares: what it is so that they're more inclined to click and watch. Yeah. Kristine Sondergaard: Yeah, totally agree with that. If I'm being I'm only being critical 'cause Victoria and I are like good friends, but my something that I would like maybe bring up is like in her her line, where her name is, where she says a brand photographer and UGC creator, and then in her bio she says personal branding agency. There's a bit of like there's a little disconnection there. So then if she wants to be a personal branding agency, I would maybe put that in her like searchable line or like personal brand photographer, Or something like that, like to me, there's like a little bit of a disconnect where I'd be like, are you building an agency? Are you just a brand photographer? You know what I mean? I do really love the line where she says helping female founders be seen, known, and booked out. But then I almost feel like the line underneath of proof that visibility changes everything doesn't hit as hard. And Evie Tavares: Mm-hmm. Kristine Sondergaard: so I'm like, I and also like feels like it it doesn't go somewhere. And so I I don't know if like that's taking it out or just like sharing proof in a different way. like I don't know if that's like a credibility line instead where it's like helping or like 30 plus female founders have been shown that visibility changes everything or something like that. Do you know what I mean? Like beef it up a little bit. And then I do agree with like more on-screen text hooks just so that we know like what the reels are about. And I also know this like insider knowledge, she's in the middle of moving to like new brand templates for socials. So I'm starting to see those like pop in a little bit more. so I like that it's like brand it's a little bit more cohesive, which is great. Like there's Evie Tavares: Mm-hmm. Kristine Sondergaard: there's similar colors and all of that stuff. So yeah, but no, I think otherwise like she's doing a really great job. And Evie Tavares: Mm-hmm. Kristine Sondergaard: I'd love to see her build out her highlights a little bit more too, though. Evie Tavares: Mm mm. Kristine Sondergaard: especially as like a personal branding agency, like highlights can be really important as people land on your page. So I'd love to see that. Evie Tavares: Would you say that h story highlights is like a must have or is it like a maybe have? Kristine Sondergaard: Maybe have. Like i if If you again, this is where like if you're sharing in stories, you should have enough to build highlights. so it's kind of like it's kind of like chicken and the egg. but I think like if you do want to do highlights, like one that says like start here and it's about like your journey or how to work with you is a good one. If you are someone who's like service based or port like where you would want to share your portfolio, that's another highlight to have. And then like testimonials is a really great one as well. And then If you're a brick and mortar business, I do say like if you have one that's like store hours so that like people land on your page and then right away can like tap a highlight and know your store hours or know any like sales going on or any like important info about your store or your like brick and mortar location. That's really strong. so yeah, it's it's it's I would say it's not like a must-have anymore. It used to be a little bit more, but now it's like if you if you have it, great. If you don't, you don't, it's okay. Evie Tavares: Yeah. Would you say if you have it keep it updated? And if you're not keeping Kristine Sondergaard: Yes. Evie Tavares: it updated then Kristine Sondergaard: Yeah, like maybe once a month set set like a little time aside and check them. but I think they used to be bigger because we didn't have pinned posts. So those were the only things that could be like pinned on your profile. So like a couple of years ago it was really big to have those highlights, but now we have pinned posts where like you can give the context where we that we used to be giving in highlights in the pin posts. So that's where I say like to me, pin posts are a must-have, but highlights are not. Evie Tavares: Yeah. 'Cause that was my issue was I had them from like when I first started, like you said, before there were Kristine Sondergaard: Mm-hmm. Evie Tavares: 10 posts, never updated them. So then it was like, I'll just get rid of them. It's fine. Kristine Sondergaard: Right. I mean it's a cool nostalgic throwback for people. They land on your page, you're like, What was Evie doing six years ago? Evie Tavares: Not Okay, amazing. Thank you, Victoria, for volunteering for that. Hopefully that was helpful. okay, last one we have at underscore off the block underscore. Kristine Sondergaard: At underscore all. Evie Tavares: And this is Georgia. She is a custom hat maker. funny story. So she's in Cambridge. And when I first started in brand photography, I kind of put it out there of like, you know, I'm looking for five businesses to just work with to like figure out my stuff. And and she was one of them. And those are still some of my favorite pictures I've ever taken. Kristine Sondergaard: My god, she's in the Park Hill building, isn't she? Yeah, okay, okay. I feel like I go Evie Tavares: Yeah. Yeah. Okay. Kristine Sondergaard: past anytime I do shoots at Park Hill, I like walk right past her her studio, I guess. So so funny. Evie Tavares: Yeah. Yeah. Kristine Sondergaard: well have to click follow while I'm here. So Yeah, yeah, really. I did Evie Tavares: Right? Christine means Georgia, Georgia means Christine. Kristine Sondergaard: I did you go first the last time or did I go first? Okay. Evie Tavares: I think I went first for Victoria. Kristine Sondergaard: So, I do really love off the block custom hat maker. if she's shipping like worldwide or Canada wide, I think that's fine. If she does do like pickup locally, I would probably put Cambridge or like Southern Ontario custom hat maker, something like that. Also, if she is the face of the brand, hot take, I don't think it should be a logo in her profile photo. It should be her. because then when she goes to events and stuff like that, people are gonna recognize her faster because like they will have seen her profile her face in her profile photo more often. So that would be my suggestion. And then in terms of just like formatting for the bio, I would just like make each thing on a line. Right now it's like all in one paragraph. So like handcrafted one-of-a-kide custom haps and then like enter. made to tell your story, enter. Cambridge, Ontario, enter where craftsmanship meets style, and then DM to design yours. That's great. Just because right now it's it's a bit like I don't want to say it's difficult to read, but I just think it could be broken up a little nicer. love her pinned post, like an introduction, social proof of her being in toque. That's fantastic. And then she has the giveaway. and okay, I was just checking that the giveaway is still live. Yes, fantastic. Evie Tavares: Right. When was that? Kristine Sondergaard: I know like I will be doing this after our chat. I'm like going to do the giveaway. And then I love that she shows like her process. Like she's really good at showing kind of the behind the scenes of making these hats, which is amazing. I would love to see more I think something that can do really well too is like as you're making the hat, you're sharing something about your business. And so it's like a b-roll with voiceover, I think performs really well for this type of business because people are seeing your process, but then they're also like hearing you speak, hearing your values, your thoughts, your beliefs, your perspectives. And it doesn't always have to be related to like what you're the hat that you're creating, like, we got this like, I don't know, like Australian leather from blah blah blah blah blah. Like you could share about like, here's what I did this week. But it's but it's you creating the hat, so then people are getting like two sides. I think that can perform really well. which is always my like hot tip with day in the life videos or like vlogs, is you don't actually wanna say what you're doing because people can see that, so then it can be redundant. So yeah, I think like her potentially doing like B-roll with voiceover about like where she's at in her business or Yeah, like that could perform really well. But I d I love the aesthetic of it. So Chef's kiss. Evie Tavares: Yeah. just from my observations going through, I would say like more text on the screen. Cause there's like some really Kristine Sondergaard: Yeah, Evie Tavares: great B-roll and like sharing new hats and stuff. I think like a hook on those would just like really make people click and watch. even there's like some pictures that are kind of like standalone pictures. One is for like a workshop, so even having right on the screen, like hat workshops. Yeah, I think just more opportunity for text and then there's some like talking head reels that could use captions just because Kristine Sondergaard: Yes. Evie Tavares: people don't always listen. Like sometimes I'll just like read the captions instead of actually listening. So if there isn't captions, then that would kind of like dissuade me from watching the whole thing. so yeah, I would just say like maybe some more text so that people are like kind of hooked more into clicking and going in more. Kristine Sondergaard: Yeah, no, I do totally agree with that. Captions are are like a non-negotiable in store like if you're talking in your stories too, Evie Tavares: Mm-hmm. Kristine Sondergaard: captions if you're talking in a real captions, like anytime you're speaking, just because so many people, ironically enough, don't watch social media videos with sound on. So then they can't interact with your stuff and then they're gonna scroll. So it just helps like with engagement. Evie Tavares: Yeah, for sure. Okay, amazing. Thank you so much, Georgia, for volunteering. And happy that you and Christine get to connect now. Kristine Sondergaard: What? Evie Tavares: Okay, amazing. So that was all that I had for this round. again, thank you to everybody who kind of put their names out there. Christine and I would be happy to do a part two, I think, to kind of fit some more people in there. but yeah, thank you so much for coming on, Christine. Before you go, I do have I'm not gonna do rapid fire just because time, you know. there's Kristine Sondergaard: Okay. Yeah, for sure. Evie Tavares: there is one question that I always love to ask just because I feel like it's a good opportunity to share something like this because it could lead to something, it could lead to kind of bringing it into fulfillment for you. So what would you say is your twenty twenty six dream collab or partnership that you are dreaming of right now? Kristine Sondergaard: So exciting. I would actually so funny that we just landed on off the block. I would love to partner with some more people who are product based or have a brick and mortar. a lot of the clients that I have right now are service-based. and I work with a lot of like realtors, mortgage agents, financial planners, brand photographers, like again, service-based clients, but I'd love to get really creative with some like product content and/or content where it's location-based. So if If that's you, DM me. Evie Tavares: There we go. And speaking of DMing you, where is the best place to find you and for people to follow along? Kristine Sondergaard: Yeah, for sure. Instagram's the best spot. I'm actually going through a rebrand right now, so I don't have a website up. don't come at me, Evie, sorry. but Evie Tavares: T. Kristine Sondergaard: my Instagram's the best spot for me right now, which is just at socials with Christine and Christine is built with a K. Evie Tavares: Perfect. Amazing. And I will link all of that in the show notes as well. Christine, thank you so much for being on. Thank you for being willing to go with my crazy idea of doing live audits. Hopefully that was Kristine Sondergaard: I love it. It was so fun. So we'll have to do a part two at some point. Evie Tavares: Perfect. Sounds amazing. All right. Thanks, Christine. We'll chat soon. Kristine Sondergaard: Thanks. Bye. Evie Tavares: I want to take a quick moment just to thank you so much for joining me in this space and just to encourage you that if there was anything that kind of sparked something for you or that you felt like somebody that you know maybe needed to hear, please feel free to share the episode. And if you are excited to hear more, go ahead and subscribe and listen to more of the episodes. I'm so excited that you're here and I can't wait to continue this journey with you.