Rachael Higgins is the founder of Because of Marketing, a global digital publication followed by over 550,000 marketers. She started out in her childhood bedroom during lockdown, with zero strategy, just curiosity, passion and a desire to share what marketers were doing. What began as a one-woman Instagram page has grown into one of the most trusted and human marketing brands on the internet today.
🔑 Key Takeaways
1. Start messy. Strategy can come later.
Rachael didn’t launch with a business plan, she began with curiosity. If you’re testing a new social account or personal brand, start with fun and exploration. Let the audience shape your direction over time.
“Your first post should embarrass you.”
2. Don’t spread yourself thin.
If you’re a solo marketer or small team, pick two channels max. Rachael recommends:
- LinkedIn for building your personal brand
- Instagram or TikTok for creative content depending on your audience
Start where you’re strongest, writing, video, or visuals, and build from there.
3. Build your email list early.
Social reach comes and goes, but email is yours. Because of Marketing uses a welcome flow to humanise their brand from the first touchpoint, sharing their story, values, and what subscribers can expect.
“Email is where we say the things we can’t on LinkedIn or TikTok.”
4. Go slow to grow strong.
Forget the pressure to post daily. Because of Marketing now posts a single, high-value Instagram roundup each Friday, and people expect it. It gets thousands of saves and millions of views, not by being fast, but by being consistent.
“Every piece of content starts a conversation. Make sure you know what that conversation is.”
5. Data is your quiet mentor.
Rachael tracks every Instagram post in a spreadsheet. She monitors reach, saves, and comments, not just likes, to learn what works. She lets community feedback steer future content.
“We’re community-driven. If someone says they love a format, we take that seriously.”
6. Virality isn’t the goal, connection is.
Some of their most viral posts attracted the wrong people and led to trolling. For Rachael, sustainable, community-first growth is more important than chasing numbers.
“You can have 400K followers and no sales. Or 400 followers and thriving sales.”
💡 Final Thoughts
There’s no one-size-fits-all strategy for growth in 2025. But there is a mindset that will carry you through: stay curious, stay human, and keep showing up with value, even when the algorithm doesn’t.
Consistency isn’t about volume. It’s about rhythm.
Strategy isn’t about being clever. It’s about being clear.
And growth? It’s not about going viral. It’s about building trust.