Finding your audience
A long-time wedding photographer, unable to sit around for months without purpose, Robertson initially used the COVID-19 slump to start offering Creative Mastermind online group sessions on the importance of social media in business to her 22,000 Instagram followers.
“There was a real thirst for that knowledge. With each session there were more and more followers,” she says. “So eventually I created Women Making Gravy to help women make Instagram work for their business as it had for mine.”
Based in Toowoomba, Robertson says there’s often a greater need for social media awareness in the country, where it’s not so easy to be seen. “There’s so much creativity out there, and that’s where Instagram is most effective,” she says. That’s why she decided to take Women Making Gravy on the road to educate women in rural or regional areas on how to use Instagram to promote their businesses.
Within a week, she organised 14 workshops and seminars in 10 locations around regional NSW and Queensland – despite threats of impending border closures at the time. “We got back across the border about six hours before it was locked down,” she recalls.
What surprised Robertson about these rural engagements was that the smaller the town, the larger the turnout. “Our attendees all came away inspired, and I think they really appreciated that I was bringing this kind of knowledge to the country. There was so much gratitude,” she says.
In just three months of operation, Women Making Gravy’s Instagram following grew to almost 5,500 followers – a testament to Robertson’s instinct. “They said I was crazy,” she laughs. “But I didn’t think about it, I just did it. I don’t fear failure.”