EP.02 - Building Strong Roots: Shannon Beasley on Local SEO and Growth Strategies

Retained Trust

In this episode of Retained Trust, host Karl Hughes sits down with Shannon Beasley, founder of Acorn to Oak Strategies, to discuss her path from a biomedical engineering student to a local SEO agency owner. Shannon shares how her experiences in project management and sales eventually led her to build a business that focuses on empowering small and medium-sized enterprises (SMEs). Together, they delve into the nuances of local SEO, client acquisition, and the importance of personal growth as an entrepreneur. With insights into managing client expectations, balancing family life, and setting impactful goals, Shannon’s journey offers inspiration for anyone considering their entrepreneurial leap. Join the conversation to learn actionable strategies for digital growth and the mindset shifts that fuel long-term success.

Key Points From This Episode:

[00:02:01] Shannon explains the meaning behind “Acorn to Oak” and her company’s mission.

[00:03:45] Diving into local SEO and its importance for small businesses.

[00:04:55] Challenges and educational aspects of working with local clients.

[00:06:23] Balancing technical knowledge and client expectations in digital marketing.

[00:07:30] Shannon’s unexpected path from engineering to local SEO.

[00:08:55] Gaining experience in marketing through an early role at a global retailer.

[00:12:05] Shannon’s transition from corporate project management to starting her own business.

[00:15:22] Key strategies Shannon used to acquire her first clients, including networking.

[00:17:00] Testing cold-calling approaches and client-specific outreach techniques.

[00:20:01] The role of business networking groups like BNI in early client acquisition.

[00:22:07] Karl and Shannon discuss SEO as a long-term strategy for agency growth.

[00:23:00] Setting and checking quarterly goals for business progress.

[00:24:55] Managing time and prioritizing tasks to balance client work and business growth.

[00:27:10] Navigating challenges with partnerships and maintaining high standards.

[00:30:55] Client relationships and challenges of scaling service delivery.

[00:33:05] Hiring specialists and setting up a supportive team structure.

[00:35:40] Shannon's approach to finding talent and balancing cost and quality.

[00:38:47] Potential and challenges in hiring sales and delivery roles overseas.

[00:41:15] Reflections on entrepreneurship, family, and balancing roles.

[00:43:45] The mindset shift from employee to business owner.

[00:46:16] The importance of continuous learning and seeking mentors.

[00:47:54] Karl and Shannon discuss influential books and ongoing learning as entrepreneurs.

[00:51:15] Shannon’s one-year vision for Acorn to Oak, focusing on growth and client relationships.

Links:

• Shannon Beasley on LinkedIn: https://www.linkedin.com/in/shannonpbeasley/
• Acorn to Oak: https://www.acorntooakstrategies.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com