Profile: Amy McDaniel
Entrepreneurship: where to begin? Digital marketer and solo-preneur Amy McDaniel gives us all the tips.
All photos courtesy of Amy McDaniel
Today we sit down with Amy McDaniel (who just so happens to be our wellness editor!) about how she turned her passion into a full time job, and the challenges and realities of running your own show.
The digital marketing world is ever-changing, and in some ways can seem elusive: can you tell our readers exactly what you do?
Yes! I welcome this question, as it can often be misconstrued in the freelance world. For my main gig, I am a digital marketing consultant that specializes in marketing strategy for culinary, retail, and hospitality brands. I work with everything from small, local restaurants to national hotels and food brands, creating overall marketing strategy, collaborating with other creatives on photography and branding, executing social media, email, and web efforts, and everything in between. I’m also a travel and food writer, which really fills my cup. I dabble in recipe development, food styling, and photography as well, while we’re at it. If it involves the digital and culinary worlds, I’ve probably done it.
Learn more about my work here!
How do you reach new clients, and how do you maintain existing ones?
Building a community within the culinary industry has helped me get to where I am today, no doubt. I naturally gravitate towards people in this world, because it’s the world I love so much. Visiting restaurants, meeting local chefs and writers, and exploring every inch of the industry organically connects me with the people I want to work with. I’m lucky to have a life and career that is so intentionally yet naturally intertwined, but it also takes some work. I try to connect with at least five new creatives throughout each week, while reminding myself to follow up with past connections. Jump on LinkedIn, do some googling, slide into those dms, and start building a community that you can thrive in.
And of course, as a marketer, I have to say having a digital presence, in addition to networking (if you want to call sitting at the bar at Antler Room that), is important. A simple website showcasing your experience and services is key. I also created and grew a personal brand on Instagram, @amymcdaniel.co (previously @veggiebellie), where I showcase my work, as well as the relatable day-to-days. (This is also your reminder to update your LinkedIn profile from 2016).
As for maintaining clients, I like to think of it as how you’d care for any relationship. Check in often, show up (or submit your work) on time, provide value and quality, welcome feedback (and resolve any problems), be open, honest, and reliable; and always continue building that partnership.
Photo by Travis Carroll
What’s the best part of working with clients in the hospitality industry?
The people, hands down, followed by the food, history, and depth of the industry. The culinary world is one of creativity, passion, and resilience. These people bleed food and it’s incredible to witness. I have the pleasure of working with and supporting chefs and creators that build the unique culinary communities that we live in, the stories and restaurant tales that we hear, and the emotion that we feel in each plate.
Cooking is one of the most complex and powerful acts we have as individuals, and as communities. It’s a marriage of science, culture, and emotion. History and innovation. Beauty and struggle. Taste, sight, smell, and touch. There’s literally nothing like it. I could continue on and on— and I’ve certainly been known to tear up during an episode of Chef's Table— but for me, it’s all about getting to work with people that create that feeling, that emotion, that depth. That’s what gets me up in the morning.
The food will draw you into this industry. The people will keep you here.
Collaboration is a big part of your job- how has the pandemic affected the way you work?
Collaboration in the freelance world, especially in the hospitality and culinary industries, is everything. My job wouldn't be what it is without it. Every day I work with different business owners, chefs, photographers, writers, designers, you name it. I, with others, visualize a concept and strategize the execution. Then, with the help of all of these different types of creatives, we bring it to life.
The pandemic has certainly altered the process, of course. I’m used to bustling kitchens surrounded by chefs and patrons, a busy studio filled with directors and photographers, and a crammed coffee table overflowing with strategists and creatives. That being said, there's still a multitude of ways to work together. All you need is a mask, a few zoom calls, and a little creativity.
How do you stay focused working from home? Any time management tips for our readers?
For me, to stay motivated is to stay inspired. Albeit in the industry I love, every aspect of my work isn’t inspiring (looking at you, Quickbooks). I interrupt those tasks with ones that energize me: reading a chapter of David Chang’s memoir during lunch, calling a friend in the field, flipping through the latest Bon Appetit delivery, or cooking up a recipe in the middle of the day. I also find that stepping away from the day-to-day assignments to look at the bigger picture can help. For example, instead of just planning this month’s content for a client, I create a mood board to remind myself of the long-term goal, as well as keep me and my team inspired.
Time-management tools don’t hurt, either. I batch-work by blocking my calendar off by client, project, or task. This creates “flexible structure” as I like to call it. I also track these increments through a simple time-tracking system. This allows me to look at the hours I’m spending on each client at the end of the day, week, and month. Taking breaks is paramount, as well. Take a walk, listen to a writer’s block meditation, whip up a delicious lunch, and always step away when you need to.
And while we’re here, as the self-development nerd that I am, I have to say it: taking care of yourself is number one. Read that again. Talk therapy, mindset or entrepreneurial coach, spirituality or meditation practice, or just reading a damn book — whatever it is, invest in yourself and it will come back ten-fold. The harder you rest, the harder you give to yourself, the harder you can hustle.
p.s. — put on some pants. Your mental health will thank you.
Any tips for restaurants and chefs looking to connect with a wider audience?
It’s often the last thing on a chef’s mind, and for good reason, but connecting online can be one of the easiest, most cost-effective ways to build business. I could go on for days (call me), but I’ll stick to some of my favorite rules of thumb:
Stay authentic:
Keep it real, and don’t worry too much about aesthetics. People want to learn about you, your history, your stories, and your food. Key word: your.
Show the behind the scenes:
Consumers don’t just want to just see pretty, they want to see real. Let them meet your people, learn about your cuisine, and feel as though they’re right there with you. Kitchens are such a complex, complicated, beautiful place of creativity — often one that doesn’t get shown off to the public. Share that.
Give value to your consumers:
Teach them something. Invite them in, share your passions, and they’ll leave having learned something. Whether it’s tips on your famous mole recipe or a profile on one of your guys or gals on the line, it’s the simplest way to build community.
Engage + collaborate often:
Connect with other restaurateurs, creatives, and chefs, in addition to engaging with your current and target audiences.
Repurpose tagged content. Run polls or contests to get your audience engaged. Pair up With another chef or brand for a project. Highlight your purveyors, local farmers, and butchers. Share where your wine, farm-raised meat, or local produce is from. Tag and repeat.
Post consistently:
The easiest way to grow organically is posting consistently. I recommend three to five posts per week, as well as some stories (people love to see how the magic happens).
Improve your photography:
Use natural light. Explore different backdrops and surfaces. Set the focus on the subject. Adjust the exposure. Take multiple shots, play around with what looks best, and repeat. It also helps to use an editing app (and consistent filters) to create an overall feel on the feed: dark and moody, light and bright, etc. Play around with this, too.
Add a little strategy:
You have the beautiful food, now just add a little strategy. Make a list of content you want to promote (for example: lunch service, cocktail menu, meet the staff). Invest in a scheduling software. Plan out the grid. Research food-related hashtags. Boost posts to local people. Make it easy to view your menu and book a table. Analyze what’s resonating with your community. Beer and repeat.
When in doubt, hire it out:
The ever-changing marketing world can be overwhelming. If a spot can swing it, I always recommend hiring some help. Then, there’s more time dedicated to the good stuff, the food. Pst — I might know a gal.
Let’s talk about trend forecasting. As we continue into colder months during this pandemic, restaurants may be forced to pivot yet again- how can the culinary world keep their products and services relevant?
The restaurant industry is built off grit and resilience, but it is one of the most vulnerable industries to this time in our world. I’ve been absolutely amazed (yet not surprised) by the creativity demonstrated since March, and don’t believe we’ll see anything less in the future. I think we’ll continue seeing the rise of creativity throughout the winter — honestly, because it means survival.
This coming year looks better for our industry. There’s light at the end of the tunnel -- but there needs to be a continuation of the support we’ve seen through the darker days. There’s such a disconnect between “I want to support local” and the simple act of choosing to snag a bottle of Rieger Vodka over Tito’s at the store. This stuff is directly correlated — and I hope, at least, this past year has proved that.
Pivot seems to have been the word of 2020 in business — and restaurants have certainly done some of the best to witness. To every restauranter, chef, and staff member, I send my utmost respect and admiration. We’re behind you and we love you.
The new year is filled with resolutions and intentions- do you have any for your business?
Besides making a bunch of money and spending every dime at local restaurants?
The past year was the worst, but it was also one filled with immense growth for me and my business. I expect to continue that growth, while supporting and giving back to the community that worked so incredibly hard during this, dare I say, unprecedented time. Also! In August, I was accepted into the Tulsa Remote 2020 cohort, a program that recruits self-employed creatives to the city of Tulsa in exchange for grant. I plan to be here (while commuting every month to Kansas City & beyond for work and play) for the next year or so, until I find my next adventure — self-employment, baby.
I also intend to lean into my travel and food writing. If this year has taught me anything, it’s that I miss being surrounded by this industry — I miss being around what brought me into this world. Once it’s safe for all, I have every intention to travel as often as possible: tasting, learning, and writing about food. As Tony would say, “If I'm an advocate for anything, it's to move. As far as you can, as much as you can. Across the ocean, or simply across the river. The extent to which you can walk in someone else's shoes or at least eat their food, it's a plus for everybody. Open your mind, get up off the couch, move.”
