Some behind the scenes in the mundane marketing & business development
Running a startup in the field of development and marketing, particularly one like Stigma Marketing, isn’t just about refining processes or overhauling a website. It’s about weaving together personal growth, recovery, business strategy, and genuine, human-centered marketing. This isn’t a paint-by-numbers exercise; it’s more like throwing a bunch of colors at the wall and finding a masterpiece in the mess. My life, recovery, and the work I do with Stigma Marketing are all about authenticity, and I’ve learned that small, seemingly insignificant changes often lead to the most substantial growth.
A Website Overhaul: More Than Just a Fresh Coat of Paint
One of my biggest current projects is a complete overhaul of the Stigma Marketing website. At first glance, it might seem like just another facelift. But this isn’t just about refreshing the look; it’s about making the site more functional, user-friendly, and aligned with the principles that drive my work and my life. A website is often the first impression people get of a business, and according to HubSpot, 38% of people will stop engaging with a website if the content or layout is unattractive. My goal is not just to make people stay longer but to offer them something valuable when they do.
This overhaul is about creating a space that not only looks good but serves as a resource—a place where visitors can learn, grow, and engage with authentic, human-centered content. The old site will stay live while I build the new one. The plan is to construct the new Stigma WordPress site from the ground up, stripping away outdated themes and awkward designs that no longer serve the brand. When I first started, I needed a site fast. Strapped for cash and using an outdated WordPress theme, I put up a “good enough” version. But “good enough” doesn’t cut it anymore.
Integrating Website and SEO Principles for Authenticity
As I work on the website, I’m focusing on SEO principles that matter, especially in a world where AI is changing the rules of the game. Google’s algorithms are evolving to reward authentic, deep, and hands-on content—content that provides context, examples, and real meaning. Long-form content allows for this depth, giving space to unpack complex ideas and provide genuine value. It helps with a lot of things covered in the Marketing Basics blog post.
Incorporating SEO doesn’t mean stuffing keywords or relying on gimmicks. It means understanding that every piece of content, from blogs to shop pages, has a purpose. The new Stigma Shop, for example, isn’t just a side project—it’s a strategic move to enhance SEO and build a sense of community. The shop will feature designs, stickers, shirts, and more. Even if it doesn’t drive immediate sales, it’s an investment in fresh, regularly updated content that Google loves. It’s about creating a dynamic space where visitors keep coming back.
Streamlining Operations: Why It Matters
Behind the scenes, I’m also streamlining operations to be more efficient. Transitioning all accounting to QuickBooks, integrating Toggl for time tracking, and using Asana for project management are all steps to ensure that my processes are as smooth as possible. Moving to Google Workspace for emails and collaboration further centralizes everything. Why does this matter? According to research by Forbes, 70% of marketers find process management a significant challenge, and inefficient processes can stifle growth. In a startup, time is money, and getting organized on the back end allows more room for creativity and strategic thinking on the front end.
Getting set up on QuickBooks is going to be a game-changer for Stigma Marketing, especially with the help of an amazing bookkeeper who, honestly, deserves a proper introduction one day. Having someone who truly understands the nuances of finances and is as invested in my business as I am is invaluable. With their guidance, I’m integrating QuickBooks with other critical tools like Toggl for time tracking and Asana for project management.
This trifecta of systems is not only streamlining my workflow but also bringing a sense of order to the chaos of running a startup. Toggl helps me understand where my time is going, Asana keeps projects moving smoothly, and QuickBooks makes sure the financials are spot-on. Next on my list is finally making the leap to Google Suite. There are so many reasons—better email management, integrated tools that will further sync with my existing setup, and a more cohesive workspace that scales as Stigma Marketing grows. Google Suite isn’t just about switching platforms; it’s about committing to a more unified, efficient approach to running this business, allowing me to focus on what truly matters: authentic marketing and meaningful connections.
Expanding Services: Bridging Business and Personal Growth
One of the most rewarding aspects of Stigma Marketing has been the ability to align my personal journey with the services I offer. As a certified suicide prevention trainer, I’ve recently expanded this important work to new sectors like salons and marijuana dispensaries. It’s about making a real impact in places where it’s needed most. The synergy between personal development and business growth is palpable here. In public speaking and teaching, I’m also finding ways to dust off my old skills and regain confidence, which is crucial as I explore new partnerships and writing opportunities. These experiences don’t just build my business—they build me.
Refining the Vision: Getting Back to the Roots
One element I left out is how foundational it is to start with the right perspective. In the early days, I threw together a “good enough” website for Stigma Marketing to get up and running. There were technical limitations and countless headaches—from not being able to edit the theme’s header to battling SMTP issues. These challenges aren’t just digital—they are deeply personal. My journey in recovery and as a “recovering pastor” has taught me that the little, frustrating things often point to more profound areas needing attention. Overhauling the website isn’t just about solving technical issues; it’s about aligning my digital presence with who I am today and the message I want to convey. The new site will be a space that fully embraces long-form content, nuanced conversations, and authenticity—because that’s where real connection happens.
Learning to Use AI
As I navigate the evolving landscape of marketing with Stigma Marketing, I’ve been diving into the world of AI and learning how to leverage its potential for authentic and human-centered marketing. AI isn’t just a buzzword; it’s a tool that can help amplify genuine connections and streamline processes. For me, learning to use AI is about finding the balance between technology and human touch—using AI to enhance creativity rather than replace it.
From understanding how Google’s algorithms now favor authentic, in-depth content to experimenting with AI tools that can assist in generating meaningful insights and strategies, I’m discovering how AI can support the core values of Stigma Marketing: authenticity, curiosity, and impactful communication. A blog post exploring this learning journey would delve into the challenges and revelations of integrating AI in marketing, discuss specific tools and techniques I’ve been experimenting with, and reflect on how AI can support—not replace—genuine, human-centered marketing.
Learning to Make Content on the Go: Finding the Groove
Content creation, especially in a way that feels genuine, has been a process. I’ve been learning how to make content on the go—whether that’s capturing moments for a short-form video, writing snippets for a newsletter, or piecing together a larger narrative through a series of social media posts. Initially, it was all a bit daunting; I felt the pressure to have everything polished and ready to go. But I’ve learned that authenticity doesn’t always mean perfection; it means being present, being vulnerable, and being willing to adapt as I go. The more I embrace this, the more I feel like I’m finding my groove. The key has been letting go of perfectionism and focusing on what truly matters: creating value, being honest, and letting my work speak for itself.
The Power of Human Relationships: A Hermit Learning to Network
I’ll admit it: I’ve been a bit of a hermit these last six-plus years. There is irrevocably a major part of me that’s an introvert. Recovery and self-discovery are often lonely roads, and I’ve been more comfortable in solitude than in crowded rooms. Yet, launching Stigma Marketing has pushed me to break out of that shell and engage in the very thing I’ve often avoided—networking. But I’ve found that effective networking isn’t about schmoozing or collecting business cards; it’s about building genuine relationships. It’s the same principle that applies to all meaningful connections in life: authenticity. People can spot a gimmick from a mile away, but they can also feel when someone is truly invested in them, their story, and their success.
Networking, Relationships, and Growth: Beyond the Business Card
This shift in perspective has been crucial and I need more of it. I’m learning to approach networking not as a necessary evil but as an opportunity to connect with like-minded people who also value authenticity and growth. In doing so, I’ve discovered that Stigma Marketing is more than just a business; it’s an extension of who I am and what I believe in. When you approach relationships from a place of genuine curiosity and empathy—whether in business or personal life—you find that people want to help, collaborate, and support each other. It’s been a slow and steady process, but I’m beginning to see that the richness of life is found not just in solitude and reflection but in the shared journey with others. Balancing all these facets—marketing, personal growth, authentic connections—feels like walking a tightrope sometimes, but it’s the only way to truly grow and make a meaningful impact.
Building a Team of Contractors: Scaling Up with Integrity
Scaling up is the next phase for Stigma Marketing, and part of that is bringing in subcontractors. This decision is not just about capacity but about staying true to the values that define Stigma. Working with others means more than just handing off tasks; it’s about creating a community of like-minded individuals who share a commitment to authenticity, curiosity, and impactful work. I’ve started having early conversations with potential collaborators, including a business marketing professor who helped me reframe my thinking.
Finding Meaning in the Process
Navigating these changes, both big and small, is challenging. Epictetus, a Stoic philosopher, once said, “It is not things themselves that disturb us, but our interpretation of those things.” This resonates deeply with me. Embracing the stress and discomfort of juggling multiple decisions, learning new tools, and figuring out how to scale effectively are all part of this journey. Each challenge is an opportunity to grow, not just as a business but as a person.
Nietzsche’s insight, “He who has a why to live can bear almost any how,” is a grounding force for me. The ‘why’ behind Stigma Marketing is about more than just creating a successful business. It’s about creating something meaningful that contributes to the community, helps others find their voice, and encourages authentic expression in a world full of noise. Every project, from the website overhaul to the new merchandise shop, is a step towards that ‘why.’
Putting It All Together: The Importance of Continuous Learning
Integrating new business strategies, such as understanding the importance of long-form content and local SEO, and ensuring that every update I make is intentional, keeps me on my toes. Local SEO, in particular, has proven its worth. Authentic content geared toward specific communities can help drive real engagement and business growth. I have some “Purple Llama” ideas ready to go for Missoula’s local SEO tactics that weave together local networking, authentic engagement, and business principles.
The Power of Authentic Storytelling
In marketing, and in life, “Facts tell, but stories sell,” as emphasized by Seth Godin. The authentic part is making them match. It’s not just about having the best data or the most optimized strategy; it’s about telling a story that resonates. Every piece of content I produce, and every client project I take on, should aim to tell a compelling story that connects authentically with people. So, I ought to be doing it too. It’s kind of lame if you think about it.
Final Thoughts
In the end, whether it’s overhauling a website, launching a new shop, or expanding into new services, it’s about finding the balance between chaos and order—much like in recovery and personal development. There’s no clear-cut path, and that’s okay. This journey is about embracing the unknown and taking deliberate steps forward. To those who’ve been partners and supporters of Stigma Marketing, thank you for being a part of this story. Here’s to what comes next.