For this conversation, we’re excited to introduce Hayley Osborne, a dynamic entrepreneur, Marketing Consultant, and Small Business Growth Strategist who is making a significant impact in the SME world.
Hayley is passionate about empowering Australian small businesses by demystifying and simplifying marketing strategies. Her no-nonsense approach and ability to turn potential customers into profitable ventures have earned her well-deserved recognition and media accolades.
Balancing her thriving business with being a mom to two young boys and another on the way, Hayley truly embodies the concept of ‘balancing the grind.’ Her journey from corporate burnout to founding successful businesses is inspiring. In this interview, we’ll explore her entrepreneurial journey, the challenges she’s overcome, and her tips for managing a busy life while staying ahead in digital marketing.
Hayley, you’ve made a significant impact in the world of small business marketing. Can you share the story of how your entrepreneurial journey began and what motivated you to dedicate your career to helping small businesses thrive?
I started my first business at the age of 25 and continued to build 3 successful businesses along the way. From fashion, to candles and to corporate, marketing the world’s biggest alcohol brands, making my mark in the business world.
My second side hustle, “Hayley Kate” (my personalised candle business) to my successful corporate career, increased my business networks at an international level. Soon enough, I was coaching other business owners on how to create magnetic and authentic marketing strategies, using storytelling as their superpower. I haven’t looked back since.
I understand small businesses are the backbone of our economies and have made it my mission to demystify marketing, to help small business owners reach more customers and have a bigger impact.
As a mother of two young boys with another on the way, how do you manage to balance the demands of running a successful business while also being present for your family? What tips do you have for other entrepreneurs juggling similar responsibilities?
I honestly believe running a business has made me a better mum, and being a mum, makes me a better business owner. For me, they need to co-exist to fill my buckets and that’s ok, I love I’m able to do this. Having a supportive partner is the absolute key to this being a success for me. It’s not without its crazy though (ha ha), and I’m never too proud to ask for help from my “tribe”. A huge tip if you’re a business owner with the same juggles.
I’ve learnt over time not to sweat the small stuff. Letting some things go is ok, and believe me, I’m a clean freak, which ultimately has been difficult to “learn” or re-learn, especially with 2 young boys. But it’s worth it.
One thing I do well is knowing I don’t need to do it all, and be it all. I know there are no gold stars to be won and that is the ultimate learning. Leaning on family for support has been my saviour, I’m lucky to have a great support network allowing me to do what I love.
Outsourcing is another tool I’ve mastered, from little things like cleaning, gardening and online shopping for my home, to hiring staff both permanent and contractors within my business, it all helps. When there’s someone who could do something better than myself, I delegate.
As soon as I could remove bookkeeping from a job I do, I did. Along with having my Virtual Assistant is something I now could not live without to be able to do all the things and most importantly be there for my kids. These key players inside my business help keep the wheels moving and trajectory at an all-time high.
I also always work with a coach of some type. Continuing to upskill and educate myself every step of the way. You don’t know what you don’t know, and chances are, there’s probably a quicker more efficient way to do something than you realise. It’s the ultimate in sustainable growth.
With your busy schedule as an entrepreneur and a mother, what does a typical day look like for you? How do you prioritise your tasks and ensure that both your business and family get the attention they need?
I day block which I have found to work fabulously as opposed to time block. This means I have days with my kids, days in my business and CEO days. It doesn’t work for me when I try to do a hybrid model all in one day.
A few mornings a week I make exercise a priority which keeps the endorphins running, dopamine at an all-time high and my energy levels intact. My husband does the same and we switch and take the kids to the playground almost every morning, so everyone gets their beans out. We’re a happy house because of it.
The best thing I ever did was delete the emails from being received on my phone. This means I am present in the moment for my family and for my business on my specific days. I did this over 2 years ago and I have not looked back. It’s the best!
I also have all social media and app notifications turned off on my phone, so I need to go into certain apps to check in. I’ve made it my mission to limit all distractions when I’m with my family, so I am in the moment and it’s lovely. I don’t want to be the mum on her phone (except to take cute pics).
Things will change when baby 3 comes along, so it will be in and around sleep, but the big kids will still operate on a day block basis.
You’ve had the pleasure of seeing many businesses transform under your guidance. Can you share a particularly memorable success story that highlights the impact of your marketing strategies on a small business?
I’m currently working with a legal tech firm. When I started working with them, they had no real online presence. They had a LinkedIn account, but it wasn’t maintained. Being a tech company, they’re advanced in their product and leaders in their market, but they lacked any strategy in the digital space along with no consistency.
I am so proud to have reinvigorated their brand through their social media, creating beautiful extensions of their brand allowing them to tell their story and connect with their customers and future customers in a more social way. This has made them more relatable, approachable and trustworthy as they’re showing up consistently with purpose.
In the first 3 months of managing their strategy we’ve seen a 150% increase of unique LinkedIn page visits, an increase in custom button clicks by 150% and 300% increase in unique page views and it keeps growing which I am so proud of.
With the digital marketing landscape constantly evolving, how do you stay updated on the latest trends and ensure that your clients are always ahead of the curve without falling prey to fleeting fads?
I’m a big believer in consistently educating myself, knowledge is power, and education is one of my highest values. I love learning through online courses, podcasts and always have 1-2 audio books on the go. I’m part of a high-level mastermind with other business owners which is great for consistent learning and staying up to date on the latest trends.
I’m also part of a book club with other business owners, so I’m always across the latest and greatest and am kept down to earth and away from fads by the like-minded people I consistently surround myself with.
Business can be a lonely place as a small business owner, which is why I created my membership, to educate business owners, but also for the community. The community has been an awesome byproduct of the membership I didn’t see coming. It’s so wonderful to have been able to bring small business owners together and watch them support each other and work together. I strongly encourage everyone to get among a community if you want to learn, remain grounded and thrive at the same time.
If I’m going to teach my clients the best way to show up, be seen and raise their brand awareness, I need to be consistently upskilling myself at the same time. I’ve never seen this as a job though, it’s more of a passion for me and I’m a lifelong learner so it works beautifully.
Looking back on your entrepreneurial journey, what are some of the toughest lessons you’ve learned along the way, and how have they shaped your approach to business and marketing today? Any advice you’d like to share with other aspiring entrepreneurs?
The highs are as high as the lows are low and they come all in the same day sometimes. Business is like a roller coaster of emotions, and I encourage everyone to lean in and make exercise a part of your weekly/daily routine to keep your head screwed on. I’ve learnt that it is better than perfect because you never finish how you start, and you’ll always improve on the “thing” you do after you do it anyway.
A big one is confidence cannot be taught. You must show up inside your business to become confident. That’s the only way you can grow and learn. Be yourself and you will learn more about yourself in a very short space of time than you ever have.
Read and continue educating yourself consistently because this will help you create the strong mindset needed to stand the test of time in business and don’t sweat the small stuff.
