We had the good fortune of connecting with Georgina Miller and we’ve shared our conversation below.

Hi Georgina, is there something you can share with us that those outside of the industry might not be aware of?
I think marketing can be scary for small businesses and often they don’t understand how important strategy is to marketing – they get fixated on the “what” and forget the “why”. People can get overwhelmed by how many different kinds of marketing there are. So they know that they need to “do” marketing but many have no idea where to start. Often, they settle on one marketing channel, but they don’t know why strategically. For example, they decide to go all-in on Instagram because one of their peers is on it, but don’t have a clear idea of what they want to achieve with it. When I see small businesses get frustrated is because they’ve decided to “do” social media, or “do” blogging and it doesn’t give them the results they expect. Often that’s because their expectations are misaligned with what that marketing tactic will actually realistically achieve. They don’t realize that their choice of marketing tactic needs to be strategic, otherwise it’s pointless. 

What should our readers know about your business?
I started my marketing and communications business at the beginning of 2020, so it’s only about a year old. I’m still enjoying the newness of it all and having the space to explore and experiment. I’ve had a varied career in marketing and public relations so far and have taken advantage of lots of opportunities that I didn’t expect. I started my career in Germany in a business-to-business technology PR team; I’ve worked in a London boutique agency focusing on making a difference; and my most recent role was as the remote Global Head of Marketing at a hospitality technology start-up. It’s been very diverse, and I’ve relished those different perspectives. Now, I get the chance to really find out what I want to do and do just that, rather than fit into someone else’s box. I’m finding that what I really enjoy is marketing strategy. I love working with clients to identify what their problems are and then find solutions. I enjoy not being tied to a particular area of marketing because the danger there is that a specific set of tactics always becomes the answer, whatever the question. I became frustrated with that when I worked in PR agencies. No matter what problem the client came to us with was, the answer was always media relations. Now, I can really get into a client’s business and work with them to find the marketing solutions that will actually help them grow their business, not just fit my remit.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I live in Golden so some time would be definitely spent here, a bit in Denver and then a load of time in the mountains – but keeping things light because the altitude can hit hard! In terms of an itinerary, Monday would be spent exploring Golden: We’d go for a walk in the morning on South Table Mountain and look up and down the Front Range and over Denver. We’d lunch in Golden, probably at Sassafras, which does awesome brunches. We’d spend the afternoon wandering around town, exploring the shops and parks and in the evening we’d go for dinner at one of the great restaurants around Golden, like Abejas. On Tuesday we’d visit Denver. In non-COVID times I’d take them to the museums, and then we’d brunch somewhere, probably around Capitol Hill. In the afternoon we’d go to RiNo and wander around looking at the murals, before visiting a couple of breweries for happy hour. In the evening we’d go to a show or a concert somewhere. The rest of the week would be Mountain time! We’d spend a few days in the mountains, exploring the mountain towns and if it’s summer, doing some great hikes. If it was winter, we’d go snowshoeing or cross-country skiing. We’d spend the weekend on the Western Slope. We’d go to the wineries and farms of Paonia or Palisade and we’d go to the hot springs at Glenwood Springs. It would be a busy week!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My shoutout goes to everyone who has supported me in my first year of business. It’s been enormously encouraging meeting fellow entrepreneurs, engaging in local networking groups, and meeting business experts. I’ve met so many great people (mainly remotely) this year who have helped me battle the loneliness of being a solopreneur and have given me a different perspective when I’ve needed it. So thank you all for keeping me going!

Website: https://www.crabapplecomms.com
Linkedin: https://www.linkedin.com/company/64682431
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