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In this interview series, we are talking to founders, CEOs, and ecommerce business leaders about how to use social media to grow your ecommerce business. As a part of this series, we had the pleasure of interviewing Sallie Holder.

Sallie Holder

Sallie Holder is the founder and CEO of The BRIMM, a female-focused business coaching growth company that is shaping the future of how female-founded companies operate. Through the creation of her Revenue Accelerator Method (playbook) and innovative way of delivering that information through industry experts and female founders, she provides the secret sauce and best-kept business secrets to explosive growth.

Can you tell us a story about what brought you to this specific career path?

I started my career as a lawyer, and on the night I accepted one of my most prestigious awards, I was crumpled on the bathroom floor in tears because I felt so unfulfilled. I was successful on the outside but wasn’t fulfilling my purpose. It took exploration and lots of courage to find my true purpose, but working with women and helping them uncover their true potential has always lit me up in a way that nothing else does!

Can you share the most exciting story that has happened to you since you began at your company?

I ran into Mel Robbins at a restaurant, and she invited my team and me to come to see her speak the next day as guests! That was a highlight. 

Can you share a story about the funniest mistake you made when you were first starting? What lesson did you learn from that?

I definitely, as most entrepreneurs starting out, gave way too much of myself. I allowed my calendar to be booked up back to back and burnt myself out. Now I schedule white space into my days and don’t allow things to go back to back, so I have time to recharge and prep between calls. It’s a balancing act, for sure.  

What are some of the most interesting or exciting projects you are working on now? How do you think that might help people? 

The BRIMM is crafting some unique programs with very high-achieving female entrepreneurs. Without The BRIMM, business owners wouldn’t normally have access to these experts and industry leaders, so I’m excited to be bringing that to life. 

You're a successful business leader. What are three traits about yourself that you feel helped fuel your success? 

I’m an avid reader and love learning. 

I have a lot of clarity. I can see what others are trying to say and cut to the questions they often don’t ask. 

I love public speaking! I know that most people don’t, but there is nothing I love more than reaching as many people as I can.

What was your original vision for your ecommerce business? What pain point(s) were you trying to solve for your customers?

The BRIMM offers a service, but in order to sell it, we use our website. The original vision was that we would build it, and they would come, but that’s not how it works at all. There are so many pain points when it comes to entrepreneurship, but mainly expertise and guidance. 

How did social media help you grow your business? What were your strategic objectives, and how did you implement your social media plan?

Social media is a great awareness tool, but you can’t take awareness to the bank and make a deposit the last time I checked, so we really use it for lead generation.

Which social media platforms have you found most beneficial for ecommerce specifically? 

For the businesses we work with, we’ve seen a lot of success with Facebook, actually. 

What social commerce trends are you most closely paying attention to, and how are you preparing to leverage them for growth?

Product tagging in video. There are lots of ways that brands can continue to generate traffic using this method as more content moves to video over stills. 

What are the most common mistakes you have seen when companies try to use social media to promote ecommerce? What can be done to avoid those mistakes? 

Not having a real sales funnel. Getting eyeballs is great, but you have to have a solid strategy in place to convert them to paying customers. 

Based on your experience and success, what are your top five ways to use social media to grow your ecommerce business? 

1 .  Tag your products.

2 .  Drive to your website.

3 .  Have a clear sales funnel to turn viewers into purchasers. 

4 . Have a clear call to action.

5 . Leverage SEO and search best practices.

If you could start a movement that would bring the most amount of good to the most people, what would that be? 

I already have the Beyond Rock Middle Movement—a calling to get off of the unfulfilling path you’re on and step out into your true purpose. 

How can our readers further follow your work online?

Find The BRIMM on Instagram @the_brimm


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By Francois Marchand

Francois Marchand is The Ecomm Manager's content strategist and editor. He is passionate about helping and educating business leaders, ecommerce professionals, and digital marketers grow their skill sets to stay ahead of the competition. Francois holds a BA Specialization in Communication Studies & Journalism from Concordia University (Montreal, QC) and 20+ years of experience in ecommerce, marketing, traditional and digital media, and public relations, including The Vancouver Sun, National Post, CBC/Radio-Canada, Unbounce, and Vancouver Film School. He also hosts The Ecomm Manager Podcast, discussing ecommerce best practices, customer experience, branding, inventory management, shipping and delivery, and analytics with expert guests.