Lindi Mngaza is Founder and Managing Director of Explode Social Media.
A Birmingham-based social media agency that specialises in services including paid and influencer marketing, content creation shoots, PPC campaigns and multi-channel marketing campaigns.
- Tell us a little bit about your business…
We are one of the Midlands’ leading social media agencies, and have just celebrated our fifth anniversary! We specialise in a variety of services including paid and influencer marketing, curating content photoshoots, PPC campaigns and multi-channel marketing campaigns.
When I founded Explode, I made it my mission to become a master of social media and to also build a team of fellow, like-minded experts. Armed with this support and newfound knowledge, we’ve been able to work with a host of clients across multiple sectors to deliver impactful campaigns that provide valuable ROI.
- How did you get into the industry?
Prior to founding Explode, I had previously co-founded another business with my former business partner where we would buy and sell manufacturing goods. From here, I then moved into running the advertising for several national, celebrity-owned magazines for the likes of Tess Daly, and Lorraine before then deciding to pivot and set up Explode in 2017.
- What are the biggest opportunities and challenges in your industry?
In terms of opportunities, being able to get creative with trending TikTok sounds or new editing tools via Reels is a great way to experiment and find new audience niches. Video-led content is really the future and before the market becomes as over saturated as PPC and photo-led advertising, it’s great to be at the forefront of these new avenues.
In terms of challenges, conversion rates for ads in particular are at an all-time low: it’s a very competitive and crowded market and there’s a lot of consumer fatigue following the pandemic as well more roadblocks through iOS updates too. However, we do love rising to a challenge so it definitely pushes us to stay experimental and on top of our game.
- How would you describe your leadership style?
Energetic; I’d like to think I’m exciting, focussed, driven, trusting and supportive of my team. I’m firmly against micro management and always look for staff who are genuinely passionate about social media both within their work and personal lives because this ensures we’re employing passionate, hardworking individuals who will give us their all.
- How do you get the most out of the people who work for you?
As I just mentioned, I am staunch believer in letting my team get on with their roles and always ensure they have the necessary autonomy to do their best! Aside from this, I am passionate about making sure there is a healthy work-life balance: from investing in our biggest and best workspace to date to providing free weekly fitness classes, team lunches and of course, your birthday as a paid day off. I’m also always open to feedback from any member of the team
- What are the most crucial elements to your business running smoothly and being successful?
Social Media is always changing and to keep up with this, we prioritise investing in the best technology – from iPhones to software, we always aim to have our finger on the pulse in order to make our jobs as smooth as possible.
Other than that, monitoring the progress of retained clients and ensuring everything is being delivered to a high standard and understanding what success means to individual clients – from the start of our working relationship to its close.
We also always look to work with visionary and like-minded clients that we can grow alongside: this focus on synergy ensures everyone is on the same wavelength when it comes to achieving goals, milestones and delivering clear value and ROI.
- How has the past 12 months been for you?
It’s been very successful; from our revenue rocketing by 46% to winning lots of new clients, we’ve ensured that we have a high retention rate of both clients and staff. To facilitate our team growth, we also moved into new office space at WeWork on Colmore Row.
- What will the next 12 months look like for your business?
Growing into goals, scale-ups versus SMEs, doing more in-house content creation, branding, tone of voice, messaging, brand guidelines, rent studios, work on monthly schedules and coordinate influencers, paid ads etc., full suite of social media activity. They’re gonna take on TRM – such an opportunity. Mentoring service for marketing juniors, train the in-house staff to become SM practicioners
- What are the highlights of your career so far?
Right now, founding and scaling Explode to the level that we’re at now is my proudest achievement: I’m so proud to have carved out my unique niche within such a competitive industry that I had no prior experience with.
Some of the highlights of my earlier career would also include competing in the 2008 series of The Apprentice, along with growing the Allied Commercial Finance group from a £1 million turnover to £10 million as sales director.
- What’s the biggest business mistake that you’ve learnt from?
Not getting invoices settled prior to starting work – this is crucial! Other than, just ensuring there is enough consistent balance between delivery the day-to-day and keeping up with admin alongside working on really exciting campaigns.
- What’s the best piece of business advice you’ve been given?
People will come in and out of your business and life, but they should come out at a better place than when they started!
