Marketing is more than knowing how to run a Facebook ad campaign or conduct SEO research. It’s a set of skills and a way of thinking that, when taken holistically, can add incredible – even business-changing – insight to an organization, no matter how small.
If you’re on the outside of the marketing world looking in, and considering if this is a potential start-up career for you, you’re probably curious as to what a marketer does on a day to day basis.
Leanna DeBellevue is not only a global marketing consultant she is a speaker, social media strategist and co-author of an Amazon International
She has helped clients in over 19 countries generate millions of dollars in sales using social media to connect and engage with their target market. The companies she has worked with range from global conglomerates, to real estate moguls, to individual business owners looking to reach new untapped markets. Leanna has spoken in front of thousands of Entrepreneurs, business leaders and decision makers in over 13 countries from topics ranging from overcoming success blockers, to implementing social media strategies, and business growth hacks. She has written for Huffington Post and heard on Iheartradio podcasts, Real Estate podcasts, Health Coach Academy podcasts, among several others.
In your own words, what do you do?
Simply put we are a bridge. We act as a bridge between our client’s products or services, and their target audience. So many talented business owners have solutions for their client’s pain points but aren’t sure how to effectively communicate with their target market. There is usually a disconnect. On one side is a person with an amazing solution for a problem and on the other side is the person trying to find the answer that keeps them up at night. Both sides are looking for each other but neither knows how to get together. We bridge that gap. We figure out how to amplify the message in a way that is authentic to the business but speaks to the customer so that they can connect and build brand loyalty.
Who are your clients, Which markets do you operate in? How would you describe them?
We are fortunate enough to work with clients in over 19 counties, from one-man shops to multi-billion dollar conglomerates. We operate in a variety of markets, but our sweet spots are the small to medium business space. It is where the impact is felt most, and where we enjoy playing. Brining in 1M in revenue from a campaign for a huge corporation is great but to them, it is just another number on their P&L report. However, is not nearly as rewarding as hearing the excitement from a small business owner that finally met their quarterly sales goals simply by working with our team. I would describe most of our clients as established, goal-oriented companies that know where they have been and know where they want to go. They are comfortable outsourcing aspects of their business and are not afraid to invest in their business to get t the next level. They are clear on who they want to work with and with the benefits their product or service can bring to their market.
How did you start and what have you learned most from entrepreneurship?
I fell into marketing but once I got my feet wet in it I knew I had to jump all in! That was in 2011 and I have not looked back since. I knew that I had a gift of creating content that resonated with customers and helped businesses grow in ways they had only dreamed of before, and it has been an honor to be able to help businesses in over 19 countries since we first opened our doors.
What I learned most about entrepreneurship was that to succeed you have to have the courage to fail first. I now speak to groups all over the world about having that courage to fail so that you can ultimately make forward progress. Everyone shares their stories of success but not too many people share their struggles along the way, and techniques and tips they use to keep themselves motivated, focused and on track. I am trying to use authenticity and vulnerability to help others know that we all experience peaks and valleys.
In your opinion, what are the most valuable skills a marketer in your role can have?
The most valuable skill a marketer can have is learning to listen. I am sure that is not the answer most would expect but it is the only tool that you must have to succeed. You have to listen to what the client is looking for but most importantly you have to listen to what your audience is telling you. If you listen people will tell you how they want to be “sold to”, they will tell you what information they find valuable, and they will tell you how they want to connect. All the answers are right in front of us, we just have to learn to listen effectively. Listen, not to respond, but to help and I can guarantee you will find success in the online marketing space.
Describe one of the most successful projects or campaigns you’ve worked on. Why was it successful?
An international client was looking to break into the US market, and we launched a successful campaign that reached numbers so high that we had to pull the ad work early simply to allow them to keep up. Our cost per client acquisition was a fraction of our projected amount and the number of responses we received was almost quadruple what we anticipated. They, in turn, referred us several other companies that we worked with both inside and outside of the United States and we received similar results with almost all of them.
What 5 steps would you advise and give our ladies who start their own business?
First, get clear on what it is you want to do. Once you have a general idea of what you want to do, get specific, they say the riches are in the niches and they are correct!
The more focused you can be the more direct your message can be and the quicker your ideal customer will find you.
Third, find some accountability. That can be a fellow entrepreneur, an online mentor, a group in the same field that offers encouragement or even a business coach. Whatever you do, make sure you have someone to bounce ideas off of that have been where you are now.
Forth, take time daily for your mindset work. Set intentions, check in with your goals, are you on track, and make sure that you are filling up your cup. Business ownership is not for the faint of heart and if you don’t take care of yourself you will burn out.
Lastly, follow your intuition on the core principles of your business. You will find hundreds of gurus who say you have to do things a specific way to succeed, but they are speaking from a generalized perspective that appeals to the masses. Please follow your intuition and inner voice when making large decisions about your business. At the end of the day, you will be the one taking the heat, or success for your business, make sure it is in alignment with your vision.
What is the one advice that has impacted you the most?
The best advice I have ever received came a few months ago, I was told to look for reasons why something is happening FOR you, instead of why something is happening TO you. This changed my mindset to look for solutions, and the silver lining even in the hardest of times. Often when we are in the midst of a trial it is hard to see the underlying lesson but if you look you can often find the next step to success hidden within the challenge.
What has been your key (or keys) to success?
Showing up, even when I didn’t want to! Most people would never believe it but I am in introvert. I would prefer to hide behind the computer screen and work my magic quietly and well within my comfort zone. But success is always outside of that zone so I have to learn to show up for the experiences that are going to lead me outside of my introvert world and connect with others. These connections are the drivers behind my growth, both personally and professionally. Never let fear prevent you from doing what you know you need to do. Be afraid, but do it anyway!
Do you believe in destiny or do you think you can control your fate?
Great question! I believe that one’s destiny is determined by your mindset, your alignment with your gifts and keeping your eyes open for that next right step. It is not just one or the other I think it is a combination of factors that drive one’s future. A person can control certain aspects of life, but there is also a component of magic that one can never anticipate or control.
What have been some of your failures, and what have you learned from them?
This is the one question I was hoping you would not ask but decided it is probably the most important question to answer. It’s easy to talk about the success, and scary to talk about the failures but it is the only way to help others avoid the pitfalls I have made. I failed hard in 2018, I had been running a majority of the operations myself, with the help of a few subcontractors through the years and I was tired. I needed a break, and everyone recommended hiring a second in command. It sounded like the solution I was looking for, so I hired on a Senior VP that looked amazing on paper. I handed over a lot of the reigns and took a much-needed deep breath a few steps away from the business.
What I didn’t know in the beginning was that she did not have the company’s best interest at heart. She paired us with a subcontractor for ad work that produced subpar if not fraudulent results for a few of our clients. The results looked good on paper but did not result in sales for our customers. It was not until our reputation was put on the line that I was made aware of the things going on. As the business owner, I had to face the clients directly and take full responsibility for what was happening. It was hard. I felt betrayed and I wanted to give up. I learned it is okay to delegate responsibilities, but you cannot have blind trust. There must be checks and balances in each system. There has to be accountability set up along the way not simply at the end where the results can be skewed. I am not glad this happened by any means, but I am happy that it allowed us to take a look at what we missed originally and put safeguards in place so that it would never happen again.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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