Goldie Rutherford

Gamma Lane Media

Location: Australia

Tell us about your background

After 20 years in the disability sector, having found myself becoming the informal IT go to guy, when the IT department just didn't cut it, I realised that I could use my needy skills to make a difference in other ways. I spent 4 years, and untold thousands on training myself in the ways of the internet ninja, before launching Gamma Lane Media.

Elevator pitch: What is your agency about?

Helping businesses turn the daily grind and struggle to get customers or leads into an easy, automated process, using chatbots, Facebook ads, and other social channels.

Where the idea came from?

Watching organisations in the disability sector flail around trying to to get traction with their marketing, I realised there had to be a better way. I dived deep into the world of marketing, and realised that chatbots and social had the power to turn things around. Gamma Lane Media has grown, and the disability sector is no longer our only focus, but it is still an important part of our work.

What were some early challenges you faced?

Learning that the role of sales is not about selling, but about building rapport and offering value.

How much has your business changed from it’s inception to now?

At heart it is still the same, but in operation it has changed and grown so much.

Tell us about your biggest failure

I started out learning about affiliate marketing to supplement my income. I got sucked into the world of make money online affiliate marketing for some time before I realised that it was creating an ethical dissonance in me which I was not comfortable with.

What is the best indicator for you that your business is working?

When I am enjoying the process, and finding my flow, and when my bank balance allows me the freedom to spend time with the people I love, I know it's working.

What is the biggest challenge you face with your business daily?

I love learning new things, and need to rein myself in at times, to focus on the tasks at hand.

What’s something you wish clients understood better about your business?

That the thing I want, the thing Gamma Lane Media was created for, was to help them find freedom, focus, and flow in their lives.

Are there any areas you’d like to expand in over the next few years?

I would like to expand my contribution to society. I am passionate about helping those who can't help themselves, and have finally realised that I can do this and make a good living at the same time.

Are there any technology trends that you’re particularly excited about using in your work?

I'm a huge fan Facebook chatbots, and am very excited to see how they develop over coming years.

What advice would you give someone who is considering launching their own agency?

Meditate more, focus on the tasks at hand, write your goals down each morning, enjoy life.

Can you give us your best tip for making customers happy?

Communicate authentically and frequently

Finally, what are you most excited about for the future of your business?

Scaling to the next stage, where my role will be to motivate my team, and ensure that the moral core of the business stays strong.

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