Less is more marketing for consultants
“I was doing everything,” Kelly explains. “The podcast, the newsletter, the weekly emails, social media daily across different platforms, YouTube – just everything. And it felt like I had become a full-time marketer. But it wasn’t necessarily getting me the leads I wanted.”
Marketing Discovery work for Kelly Swingler
An interview with Kelly Swingler, The Burnoutologist
Read time 1 minute 30 seconds
When Kelly Swingler approached Louise, she was already a familiar voice in her industry. As a Global Burnout Educator, Coach, Speaker, and Author, her work was widely recognised, and she had built a strong presence across multiple platforms. But behind the scenes, she felt her marketing efforts were running away from her.
“I was doing everything,” Kelly explains. “The podcast, the newsletter, the weekly emails, social media daily across different platforms, YouTube – just everything. And it felt like I had become a full-time marketer. But it wasn’t necessarily getting me the leads I wanted.”
Kelly knew she needed expert guidance, but after previous experiences with outsourcing that hadn’t delivered, she was understandably hesitant. After connecting with Louise, she began with a comprehensive marketing discovery to assess what was working, what wasn’t, and where her efforts could be more focused.
Here, Kelly shares how our collaboration has helped her strip things back, refocus her marketing, and set the foundation for a more strategic approach moving forward.
Q: When did you realise you needed to outsource your marketing?
Kelly: I think I probably realised years ago! But when I first started my business, I was so focused on delivering my work that I didn’t think too much about marketing—I was just doing everything myself. Then I realised I also needed to be the finance department, the IT department, the admin department… marketing was just another thing on the list.
In the early days, I outsourced loads of things, but I didn’t always work with the right people. So when it came to marketing, I was apprehensive about whether it would really add value. I’d seen Louise’s content on social media for a while and was interested, but I wasn’t sure what I needed or how someone could help.
When I finally had a conversation with Louise, we started with a comprehensive Discovery – and that alone was a huge help. It highlighted what I was already doing well, what I could do differently, and, crucially, what I could stop doing altogether.
Q: What was it about Louise that caught your attention?
Kelly: I’d been following Louise for a while, and I think what first drew me in was the branding – her content really stood out. But more than that, there was an energy about the way she communicated. I’m really big on energy, and I could tell from what she was putting out that she was someone I’d want to have a conversation with.
It also helped that most of the businesses I work with are female-led. My photographer, my branding specialist – almost everyone I collaborate with is a female business owner, so that alignment mattered to me.
Q: What were the main areas you explored in the Discovery work?
Kelly: Honestly? Everything! I was doing it all – posting daily across different social platforms, running a podcast, sending weekly emails, creating YouTube videos… all while being told I needed to stay visible and reach as many people as possible. But it got to the point where marketing felt like a full-time job, and I wasn’t seeing the right results.
The Discovery work helped me step back and reassess. I was getting lots of enquiries, but they weren’t necessarily from the people I wanted to work with. It was clear I needed to stop spreading myself so thin and instead focus on what was actually working.
Q: Did the process help you free up time to focus on what really matters?
Kelly: Definitely. I’m someone who always has about 10,000 ideas at once, but I wasn’t actually tracking what was working. I wasn’t monitoring the numbers, I was just creating content for the sake of staying visible.
The work with Louise helped me strip things back. If I was going to continue doing certain aspects of marketing myself, I needed to make sure I was doubling down on what worked and letting go of what wasn’t making a difference.
Q: What strategies do you see yourself working on with Louise moving forward?
Kelly: It’s really about simplifying. Louise put together clear recommendations, and now we’re looking at starting fresh, figuring out what’s working, why it’s working, and how I can do more of that.
One of the biggest takeaways was refining the client journey. My brand messaging was strong, but I needed to be clearer on guiding potential clients through the process. We’re focusing on mapping that out so I can be more intentional with my marketing efforts.
Q: Has working with Louise changed how you view marketing?
Kelly: 100%. Before, I was looking at marketing as a list of things I needed to do: post here, show up there, stay visible at all costs. But the audit made me realise that it’s not just about activity, it’s about impact.
For example, I always thought I needed to be everywhere – running a podcast, doing YouTube, and everything in between. But through this process, I realised that YouTube is actually the most valuable platform for me. That’s where people find me, where I build credibility, and where my brand comes together. So now, instead of doing everything, I’m focusing on the platforms that truly serve my audience.
Q: Would you recommend LEAP ThirtyTwo to other business owners?
Kelly: Absolutely. If anyone’s thinking about outsourcing their marketing, I’d say start with the Discovery work. Louise asks the right questions and gives recommendations that I never would have considered on my own.
One thing I really appreciate is that she positions herself as the expert. She doesn’t just ask what you want to do, she actually advises on what will work. That’s a big deal, because too often in the past I’ve worked with people who expect me to tell them what I need, when really, that’s what I’m hiring them for!
Louise has also been incredibly patient and understanding, especially as I’ve had to reschedule things due to various commitments and challenges. She’s stayed in touch, been really supportive, and that’s why when I’m ready to move forward, it will be with her.
