In this episode, Maria Lloyd interviews Zoe Dudding, the founder of Mind Body Baby, a company specialising in hypnobirthing. The discussion initially covers what hypnobirthing is, which Zoe describes as a form of childbirth education that empowers the woman to be in control of their experience. The conversation then delves into Zoe's personal journey and background. She shares that her passion for hypnobirthing began after having two positive birth experiences with her sons in 2020 and 2022. Finally, the discussion touches on the challenges of running a new business. Zoe, who has a background in marketing, shares that she's had to be very focused and intentional with her time and budget. She advises other business owners to be conscious of where they spend their budget, focus on building relationships, and not get distracted by "vanity metrics". Zoe concludes with a message for business owners, advising them to look at what they consume and what they buy into, as this can often tell a story about effective marketing.   TIMECODES 00:00 Introduction 00:25 What is hypnobirthing? 01:02 How Zoe came to specialise in hypnobirthing 03:14 Why Zoe no longer felt aligned to her role and her options  04:14 How hypnobirthing changed Zoe's perspective 05:22 What marketing lessons Zoe has found most importance for a new business owner 07:01 The most random opportunities at the most random time 07:24 Zoe's marketing plan 08:05 What data Zoe looks at now 09:06 How Zoe has managed to get success in a short span of time 09:51 What Zoe's average week looks like 11:57 Zoe's marketing tips for business owners 12:51 Challenges Zoe has faced 13:47 Zoe's thoughts on how to spend marketing funds 16:35 Zoe's plans for her business going forwards 17:22 Zoe's message for expectant parents 18:06 Zoe's final thoughts for listeners     KEY TAKEAWAYS Focus on Building Relationships: For a new business, Zoe emphasises that getting the foundational elements like a website and social media "shopfront" set up is crucial. However, she advises new business owners to prioritise forging connections and building relationships within their community. Be Intentional and Disciplined with Your Time and Budget: Zoe explains that as a small business owner, it's easy to get caught in a "vicious circle" where a lack of money leads to no investment, which in turn hinders growth. To avoid this, she suggests being conscious of where you spend your budget, even if it's small. Prioritise Authenticity Over "Vanity Metrics": A key piece of advice from Zoe is to not get lost in "vanity metrics" or chasing trends. She warns that a trend might temporarily spike numbers, but it doesn't necessarily lead to conversions or bring in actual business. Instead, she advises business owners to focus on what feels authentic to their brand and to always ask themselves, "Why am I doing this?". She stresses that the ultimate goal is not just to have good numbers but to deliver excellent service that leads to word-of-mouth referrals.

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