Episode 28. Show Up, Stand Out & Build an Authentic Brand Online with Madelyn Furlong of Madelyn Victoria Co.
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We know how overwhelming it can feel to show up online consistently, create engaging and authentic content, and stand out as a calligrapher or creative entrepreneur—which is why we’re so excited for this episode! We’re joined by Madelyn Furlong of Madelyn Victoria Co., a Showit website designer and social media expert, who shares her best visibility strategies for small businesses as well as content strategies that attract clients with ease.
If you’ve been struggling with social media marketing, feeling stuck on how to build trust with your audience online, or wondering how to turn followers into paying customers, this conversation is packed with actionable tips you can implement right away!
What You’ll Learn in This Episode:
How to Build an Authentic Online Presence: The secret to showing up in a way that feels natural and attracts your dream clients.
Social Media Consistency Tips: How to stay consistent on Instagram and create a strategy that doesn’t lead to burnout.
The 10-10-10 Framework for Engagement: Madelyn’s simple but powerful method to grow engagement and connect with potential customers.
How to Balance Short-Term & Long-Term Marketing: The difference between social media marketing and website SEO, and why both matter.
How to Create Content That Converts: The exact steps to craft content that builds relationships and drives sales.
Customer Journey Framework for Creative Entrepreneurs: How to create a seamless experience that turns leads into loyal customers.
Visibility Strategies for Small Businesses: How to make your brand stand out in a crowded online space.
If you're looking to attract your ideal clients, build a loyal customer base, and show up online in a way that actually feels good, grab your notebook (and maybe a latte!) and tune in. This episode will give you the confidence and clarity to market your creative business effectively.
🔗 Links to resources mentioned in this episode:
For marketing and website support, listeners can connect with Madelyn on Instagram or visit her website
Get Madelyn's free guide, 3 Simple Strategies to Get More Clients and Increase Your Profits
Check out Madelyn's book rec: Unreasonable Hospitality
Listen to Episode 20 with Erinn Bridgman
Purchase Instagram Templates from Creative Market
Hey friend! We're Shaochen and Alane, full-time wedding calligraphers and business mentors who built our dream businesses from scratch. On the Calligraphy Biz Corner podcast, we spill the ink on how you can too! Together, we'll uncover the business that compliments the life YOU desire, and we'll leave the overwhelm and imposter syndrome behind. Whether you're a wedding calligrapher, a live event artist or a creative entrepreneur, there's something here for you! Join us for biweekly business chats, where we guide you through the maze of running a creative business, complete with real-life strategy and mindset magic.
How to Stand Out Online: Personal Branding and Social Media Strategies for Creative Entrepreneurs
In this episode of Calligraphy Biz Corner, Alane and Shaochen sit down with Madelyn Furlong of Madelyn Victoria Co. to discuss how to stand out online and build a strong digital presence as a creative entrepreneur. Whether you're struggling with how to show up consistently on social media, develop a content plan that converts, or turn followers into paying customers, this episode covers actionable steps to build an authentic brand online. Madelyn shares her customer journey strategy, including how to create a social media marketing plan that attracts and engages ideal clients while balancing short-term and long-term visibility strategies for small businesses. If you’re looking for social media consistency tips, insights on how to grow your audience online, and how to build trust with your audience, this episode is packed with must-know strategies.
Why Showing Up Consistently Online Matters
For many creative entrepreneurs, social media marketing can feel overwhelming. As Madelyn explains, calligraphers and small business owners start their businesses out of passion, not necessarily to become content creators. However, being active online is crucial for how to attract your ideal clients and keep your business top of mind.
Madelyn highlights three core reasons why social media consistency is key:
Builds Trust – Clients rarely buy from someone they just discovered. They need to know, like, and trust you before making a purchase.
Keeps You Top of Mind – With endless content competing for attention, staying visible ensures potential customers remember you when they’re ready to book.
Creates Momentum – Consistent posting leads to higher engagement, making it more likely that Instagram and other platforms will push your content to new audiences.
The key is finding a manageable posting rhythm. Instead of overwhelming yourself with unrealistic goals, determine what consistency looks like for you—whether that’s posting once a week or showing up in Instagram Stories daily.
Balancing Short-Term and Long-Term Marketing Strategies
A strong business strategy involves both immediate visibility (like social media) and long-term credibility (like a well-structured website). Madelyn explains that social media acts as an invitation—it draws people in, but your website is the home base where conversions happen.
If you're just starting, prioritize setting up a website—even a simple one-pager that outlines your services, who you help, and how to contact you. Then, focus on driving traffic through platforms like Instagram.
For calligraphers, Instagram often acts as a portfolio where potential clients get a quick look at style and work quality. From there, they visit the website to learn more about pricing, process, and services before inquiring.
Strategies to Stand Out Authentically on Social Media
With so much content being published daily, how do you stand out as a creative entrepreneur? The answer isn’t just posting more—it’s about being authentic and engaging. Madelyn shares her 10-10-10 engagement method:
✅ 10 minutes engaging with your feed – Leave meaningful comments on posts from people you follow.
✅ 10 minutes engaging with Instagram Stories – Respond genuinely to stories from your network.
✅ 10 minutes engaging with accounts your ideal clients follow – Put yourself in front of the right audience by participating in conversations where your target customers are active.
This method boosts engagement and visibility without wasting time on endless scrolling. Madelyn also emphasizes that authenticity doesn’t mean sharing everything about your life—it’s about creating genuine connections and showcasing your personality in a way that aligns with your brand.
How to Get Back on Track with Social Media Consistency
If staying consistent on social media feels like an uphill battle, Madelyn suggests resetting with a simple plan:
Define Your Goals for the Month – What services or offers do you want to highlight?
Identify Your Audience’s Pain Points – What challenges are they facing that you can address?
Create a Content Calendar – Even a simple paper calendar can help outline post topics and ensure you stay on track.
Batch Content Creation – Dedicate one or two focused hours per week to create multiple posts at once.
Another game-changer? Repurpose content. A podcast episode can become an Instagram post, an email newsletter, and a blog post. Repurposing saves time while reinforcing your message across multiple touchpoints.
The Customer Journey Framework for Creative Entrepreneurs
Madelyn shares a powerful customer journey strategy to help small businesses turn one-time buyers into loyal advocates. Her framework consists of three pillars:
Organization – Clear systems and automation (like Calendly for scheduling or a CRM for inquiries) show professionalism and respect for clients' time.
Personalization – Small, thoughtful touches (such as handwritten thank-you notes or checking in post-project) help build deep connections.
Going the Extra Mile – Little surprises—like sending a client’s favorite coffee on their wedding day—create memorable experiences and turn customers into enthusiastic brand ambassadors.
Alane and Shaochen highlight that a strong client experience is the best marketing tool—when clients feel valued, they naturally spread the word, leading to more referrals and repeat business.
Final Takeaways: Building an Authentic Brand Online
To grow your audience online, Madelyn encourages creative entrepreneurs to focus on relationships, not just algorithms. The best marketing strategies are built on genuine connections, strategic consistency, and an intentional customer journey.
If you’re a calligrapher looking for actionable social media engagement strategies, content creation tips, or guidance on how to build a loyal customer base for your creative business, this episode is a must-listen.
Listen to the full episode on Calligraphy Biz Corner to learn how to build an authentic online presence for your brand!
Want to dive deeper? Check out Madelyn’s free Visibility Guide at madelynvictoriaco.com/visibility for expert strategies on how to create content that converts for creative businesses.
