Siani Driver
Siani Driver is the Founder of Think Outside Social, a digital marketing organisation specialising in working with businesses/organisations who effect a positive change on the world.
She juggles this alongside chronic illness and parenting her three young children, one of whom has Cerebral Palsy. She is also a volunteer, running a large regional parenting group for almost 11000 mothers.
- Tell us a little bit about your business…
I work specifically with businesses and organisations who work to help other people – current clients include an Alignment Coach, an antenatal education charity, an early childhood research organisation, a wildlife garden designer, an ecotherapy business, a day centre for elderly and disabled people, a tutoring organisation, and a perinatal mental health support CIC. Those are my ‘regulars’ and I have lots of ad-hoc work for similar organisations. My work can range from full branding and website development from the ground up, to day-to-day social media and email marketing management.
- How did you get into the industry?
I did an apprenticeship as an adult! I used to work in education until I had my children, then I found a job as a part-time digital marketing executive and trained on the job for a few years, before setting up my own business in 2020 – right in the middle of lockdown! Many people don’t realise that you can do apprenticeships as an adult, there’s no upper age limit on them now, and it’s a great way to retrain while you earn.
I started my business for a few different reasons, but the main one was that I had my son right at the start of lockdown, and due to a hypoxic brain injury during birth, he developed severe Cerebral Palsy. He’s an incredibly determined little boy, (he’s 4 now) and has a busy schedule of different therapies. I had to find a way of working that would fit around his high-level needs and schedule, and this was the only way it would work.
- What are the biggest opportunities and challenges in your industry?
The biggest opportunity as I see it, is being able to help people to change lives. Working with the type of organisations I do, namely those in the sociological, therapeutic, ecological, educational and psychological sectors, I can help them to reach more people and have a positive ripple effect across society.
The biggest challenge is the constantly evolving nature of digital marketing; keeping up with what the algorithm favours at the time, and getting people the best possible results for their budgets.
- How would you describe your leadership style?
I’m the only person in my business; I have long term aims to find some people to work with me as a team, but for now it’s just me. However, I do lead a group of volunteers who run a large parenting organisation. I’d say my leadership style in that regard is quite democratic. I always bring all decisions to the group and listen to their views before making any firm decisions.
- How do you get the most out of the people who work for you?
Gratitude goes a very long way. People don’t automatically know how much you value them; it’s important to tell them you appreciate what they’re doing.
- What are the most crucial elements to your business running smoothly and being successful?
Organisation. With multiple clients across the week, juggling my children, including my son’s therapeutic and care needs, I have to be extremely well organised and good at managing my time. I have a spreadsheet to keep track of my clients and which hours I’m working for them in each particular week, and I use Trello to plan the actions for each individual client. It’s a juggle!
- How has the past 12 months been for you?
The past 12 months have seen me double my client numbers. I set myself this as a goal last year, and it’s happened, which I’m really pleased about.
It’s been a huge challenge growing alongside my son’s needs, though. A lot of my day is spent fighting for him to get the services he needs to thrive – at present, I’m crowdfunding for him to get an appropriate wheelchair and communication device so he can start school.
- What will the next 12 months look like for your business?
I’m aiming for continued growth and to find someone to work with me, as I’m at capacity in terms of the hours I can dedicate to work. I’d love to find somebody I can pass some work to, so I can carry on growing. However, I’m incredibly protective over my clients; I wouldn’t hand over work to just anyone, they’ll have to be someone who understands my ethos and high standards in the work I produce for people.
- What are the highlights of your career so far?
Winning the Regional Chamber of Commerce award for best digital campaign in my first two years of digital marketing was great. However, the number one highlight would have to be starting my own business in lockdown – and making it a success. Being able to earn alongside my caring responsibilities is really rewarding – I’d be lost if I had to give up my career.
- What’s the biggest business mistake that you’ve learnt from?
That you should always, without fail, trust your gut instinct. There are a couple of times I’ve taken on clients whose ethical compass didn’t align with mine, and I ignored my gut and listened to my head instead. Now I only work with people who call to me on all levels!
- What’s the best piece of business advice you’ve been given?
Be a Go Giver, not a Go Getter!
