Episode Summary

In this episode of the Make Space for More podcast, host Melissa Swink interviews Angie Huffman, owner of Big Horn Advertising. Angie shares her journey of evolving her business, transitioning from recreation management to marketing, and the importance of leveraging technology and AI. 

Tune in to learn about Angie’s challenges and opportunities, the development of a comprehensive marketing toolkit, and the shift to a membership-based revenue model. Angie emphasizes the significance of building a strong team and the intentionality behind her growth strategies, ultimately providing valuable insights for small business owners looking to scale authentically!

Key Highlights:

• Angie's journey reflects the importance of evolving with intention.
• AI can significantly enhance business processes and customer interactions.
• Building a strong team is crucial for scaling a business effectively.
• Membership-based revenue models can provide stability and growth.
• Leveraging technology can streamline operations and improve efficiency.
• It's essential to adapt and pivot based on audience needs.
• Growth often requires patience and a solid foundation.

About Our Guest: 

Angie Huffman is the owner of Big Horn Advertising, specializing in print and online marketing for small-town and Plain Community businesses. With a background in technology and entrepreneurship, she helps business owners simplify marketing, increase visibility, and connect with their ideal customers. Through The Big Horn Directory, social media spotlights, and targeted advertising, Angie provides practical, results-driven marketing solutions. 

Offer: Website Rebuild, $297 setup

Contact Angie by text message at 641-732-7333

About Melissa:

Melissa Swink, Founder & CEO of Melissa Swink & Co., has a team of virtual assistants who provide administrative and marketing support for small businesses and non-profits.

Since 2012, Melissa and her team have helped more than 100 businesses grow through the services they offer, and she is dedicated to helping entrepreneurs create profitable, scalable businesses they love.

Her work is all about doing what works (and eliminating what doesn’t) and driving real, measurable results. Visit www.melissaswink.com to learn more! 

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Hi everyone. Welcome to the Make Space for More podcast where we talk strategies for growing and scaling your business in a way that's authentic and aligned for you. I'm your host, Melissa Swink, and in today's episode, I am so excited to welcome Angie Huffman to the show. She is going to share more about the background of her business and particularly how she has evolved and changed her business over the years.

We're talking about shifting revenue streams. We're going to dive into leveraging AI. And we're also going to talk about how she has built a team with intention. So you definitely want to stay tuned and listen into what she has to say about how she's kind of doing all these things, where she started. And of course, we'll talk about all the juicy details and tidbits from there, because we want this to be a learning process for all of you who are listening. And maybe there's something that you can pick up on.

that Angie has done that might translate into your own business or organization. So just a little bit of background, Angie and I originally met through our business coach and we've gotten connected and we had a lot of great conversations early on. The cool thing is about the program that I'm in and that Angie has previously been in is that there's an individual coaching component and there's a group coaching component. And part of that group coaching is also just being able to connect with other entrepreneurs.

and just share openly with here's something that's going well and we can celebrate together. But then also maybe here are some things that I'm trying to implement or here's something that I'm stuck on. And all it takes is the perspective from somebody else to say, hey, you know what? I tried this and it worked really well for me. And so Angie and I have had plenty of those conversations over the years. But without further ado, I'm going to just share a little bit more about Angie's background and we'll get right to it. So.

Thank you.

Angie is the owner of Big Horn Advertising, specializing in print and online marketing for small town and plain community businesses. With a background in technology and entrepreneurship, she helps business owners simplify marketing, increase visibility, and connect with their ideal customers. Through the Big Horn directory, social media spotlights, and targeted advertising, Angie provides practical, results-driven marketing solutions. Angie, thank you so much for joining us today. Welcome.

Well, thank you very much for having me. really am honored.

Absolutely. I know you have been on my list for a while to have hop on the show because I really love how your business has just kind of continued to evolve and change over the years for the better. And we're going to talk all about that today. But I think the biggest thing too, is that in the midst of all of this, you have just grown with intention and you're also working with team and you're working with systems. So you're not doing more and more and more.

Thank

See you.

you're doing it smarter and correct me if I'm wrong, I don't think that you're adding hours to your plate either as you're continuing to evolve and change,

Actually, I've kind of taken away some of them hours, so that's awesome.

Which is even better, right? When we talk about expanding and growing the business, it's like, we don't want to increase the work that we're doing, we want to work smarter, and then even better if you could reduce on top of it all. Yes, absolutely. Can you tell us a little bit about how you got started in Big Horn advertising?

Ready?

That's right. Yeah. That team part is definitely... Yeah. For sure. Yeah. Well, I, I'm actually, I live in Iowa, right in a very small town. and my husband and I farm. And so, our farm is surrounded by Mennonites and Amish. And so it's something I kinda, I didn't grow up with, but, as happens.

Recently and we also have another business which is event transportation like party buses But also a lot of those people are Amish and Mennonite and so we have this collaboration and connections with a lot of people and That is kind of my target market but to to kind of flip it back a little bit further I have been

wanting to be in recreation management since I was like in high school and I got to be the director of about $20 million facility in my hometown. So I was living in my dream job in my hometown and it had a wellness facility and an auditorium and an event center and all these wonderful things and I was in charge of all of it and it was at that point I had over hundred people that I

had on my team and volunteers and just really a massive, wonderful thing, great thing for the community. But it had a lot of politics that surrounded it with six different entities that had the ownership of it. So I decided to step away from that. And at that point, I just really didn't know.

Wow.

my identity. It was what I wanted to do forever and now I wasn't doing it and it was you know just a very dark place that I was going through. And during that place, God just introduced me to a lot of people that helped me climb back out and

A lot of things I didn't know about, mean, whether that was network marketing products or it was energy healing stuff, or it was counselors or just a lot of things that I was not aware of, but really helped me deeply. And through that process, I felt called to create this online directory called Be Well, God Bless, where it was really just letting people not share

Okay.

their sales product, you know, not be all salesy about it or focused on a product or a service, but really focused on the person and what have they gone through that this helped them and how can they help other people. And so I made an online directory and it was called Be Well, God Bless. And as you said, this transition I pivoted, once I got this all figured out, most of the people in the directory were really more focused on needing help with technology. They were getting

Sure.

Okay.

bootstrapped and trying to figure out how to run their own business. And so I pivoted and created the business called Your Tech Angels.

Okay, so taking one step back, just out of curiosity, what year was this that you founded the Be Well, God Bless directory?

Um, oh gosh, that was probably 10 years ago or so.

Okay, got it. I'm like, when was this? And then your tech angel started. Okay, yes.

probably five years ago. Yeah. And so that one, I would really research and dig deep into softwares and finding softwares that were very easy to use. The people that I was working with were very low tech, like teaching people how to copy and paste with their mouse. so how to

Sure. Yes.

find a very low cost software that would be easy to use and then set it up for them, get their username, get everything, all the templates created and then teach them how to use it. And that was, lot of people were very interested in that. However, that was not scalable. That was like me doing a lot. And even if I tried to template it, it was very custom for every single person and every.

And they were all just getting started, so they had no money. I was their magic bullet. And if that didn't work, then you know.

Yes.

I've been there. I can relate. I can relate. Not completely to the like, clappy and pace and click with the mouse, but yes, you see the need. You want to jump in, you want to help. And then all of a sudden you find yourself doing work that you're, I mean, essentially you find yourself trading dollars for hours in that model because there's only so much that you can do. And if you're not investing the time, then no money's coming in. Yep. Yep. Been there.

Yeah

Mm-hmm.

Mm-hmm. Yep, exactly. Yeah, so lots of time and then it actually I went to a sales camp in person and we needed to bring a chicken list of people that we wanted to call and during that that day I called a person that had a magazine and it was just beautiful. I loved it and I wanted to see if they wanted to partner together because I knew how to make an online directory so I

how about I make an online directory and you offer it to the people that are in your magazine and we could partner together. so that was right before COVID because we were in person with that meeting but when we actually got to sit down it was like the day that COVID started. We planned to meet in the coffee shop and she got to town and the coffee shop was closed so she came over.

Isn't that funny? Like not going down a rabbit hole, everybody remembers when COVID first hit their town. They know exactly where they were. Yes. Anyway, continue on.

today.

Yeah, yes. We came over to the house and I explained my idea. She said I love the idea, but I'm actually trying to sell the magazine because it is my husband's business is going great. My kids are going older and so we're looking for somebody to take it over and ask if we would like to buy the magazine, the bighorn business. I'm like, okay, I don't know anything about a magazine, but this is where that's leading.

Wow.

And so how did you learn? Because I think this is an important step because I know that I've been approached by opportunities and I know plenty of others who have where we've shied away a little bit because it's like, I don't really know how to do that. And then it's like, is it aligned? Is it a distraction? But like you obviously dove in. Like where did you start to learn about this industry?

you

That's all right.

Well, I learned and one of the things you wrote here before to think about is where you got your first team. And I learned really fast. I'm not a graphic designer. I can't use the Photoshop and as much technology as I know that one's just not happening. Yeah.

Yes.

I understand. I understand. But yeah, the magazine business did the person that you acquired this through, like did she kind of help mentor you in how to structure all of this or?

Here's what our magazine are. So, the BACORN directory and then we just have ads of all the different businesses and maps of greenhouses and... Yeah, so she did, but she was showing me in Photoshop and I just never get it, you know. And she's still been a great friend and resource with anything that I did need or whatnot.

Love it.

Mm-hmm.

Yes. Love it.

Got it, okay.

So does she love the design aspect of her business? Got it. Okay. Isn't that interesting? Like the yin to your yang.

She did, yeah, she was really good at the design part.

Yeah. Yes. Yup. Because I was really more on the system part of it and the, yeah, different.

That's where my brain always falls too. Where I'm like, yeah, okay, that makes sense, but how do we actually make this a viable business? How do we find the advertisers? How do we organize all of these ads before we even get to, I feel like that's the last step is putting it all together. So it's funny that you bring that up, that she was just pouring all of her energy into something that excited her, which was the graphic design piece. And you're like, wait, we need systems for this.

Thank you.

Great.

You're right. Yup, exactly. Exactly. And I can find somebody that's going to be able to do that piece of it, but putting the whole system of it together. Yeah.

Yes.

Mm-hmm.

Right. Yes. Love that. you ended up kind of going into the print ad space then. Yes.

Yep. Print and digital. So all of the ads in the directory have a QR code in it, and it brings it to their online profile that we create, which then is connected to everything else that they have online. And so we kind of have a toolkit that we offer to the members that are in our magazine. And it's like, have, this is a print, this is an online, this is a print, this is an online. So we really go back and forth that we feel that you need both in order to

You you need business cards and you need a website. need, yeah.

Yes, absolutely. Especially if you're doing business in person, like say the greenhouse example that you just showed me. Evolving from Be Well, God Bless to the Big Horn Directory and your tech angels, all of this came together then. What does the business look like today then?

Yeah.

Thank

Yeah. And so the person that bought it from her and her husband were Mennonite as well. And so that also kind of brought that other layer of here was the original Target Market. And that was a lot of the people that were in the magazine. And then we were doing the business of the buses, which those were the primary customers that we were working with. And so little low technology, you know, they're still using Porsche and Buggy to

okay.

Mm-hmm.

to get around and so they can like with driving, they can get in a car and go anywhere that they need to, but they can't own and drive a car themselves. So technology, they can have a website, they can do the social media, they can't do it themselves. They need someone that they know and trust to be able to do it for them. And so we want to make it very templated.

Yes.

Yes, yes.

And so once we create that online profile, we gather everything that we need and then repurpose it in all these different ways based on what do they want to put it in.

Yes, yes, absolutely. then natural, this sounds like it was a natural evolution for you because you already had a lot of these relationships through the bus company. So when you started to offer the Big Horn directory then, like what did that look like with building some of those relationships or, you know, going out and introducing this new service to the community?

Mm-hmm.

Mm-hmm. Yeah. Well, I first went out before we bought it as we were thinking about it and This is something that we want to do, you know, great a lot about it and I went first just to the greenhouses that are in our area to see you know how many people would do this if I sold it and like 90 % of them all wanted to to get in it or continue doing it and

interests that people have.

90 % is fantastic. It wasn't like 50 or 60 % where you're sitting there going, I do it? Do I not? 90 % I feel like is a pretty clear green light. Yes.

Mm-hmm, right. Yeah, so we started with a small group. All right, then we're let's make it bigger. Mm-hmm. And it's we've been making a lot of systems, I think, you know, trying to build the foundation of the groundwork. Like we've we've sold these things, but I haven't put it out to the whole community to say that we are because I want to figure out how are we going to do this.

where we can hit copy and paste and do it again and again. Where the first few times that we're doing it, we're figuring it out.

Yes. Yes. I remember you telling me about this in some of our previous conversations is, yes, I want to roll this out to the masses, but I think we're going to focus on this one area first and we'll refine our process and learn as we go. And then we'll be able to handle a larger directory next time. We've talked about that.

Thank you.

Right. Yeah, which that is hard, you know, thinking, you know, we got to get more, we got to get it now. And just, you know, my husband and, you know, bringing on team and not having lots of income coming in, you know, how is this all going to flow? But I think to take that time to be patient and to get the system in place so that you have that strong foundation that can grow on where if it's so

Hehehe.

Yes.

shaky once it starts building it's just going to all collapse and then you got to try to fix it while you've got even more people there.

Yes, absolutely. So just to clarify and kind of bring this full picture then, know, revenue streams today primarily look like membership. That's really the bottom line.

Mm-hmm Well, we actually just have launched our membership just in the last Month I guess less than Add sales for the magazine and then it was the custom projects But now we're kind of flipped everything so it's membership which includes the magazine ad the online profile and then

Okay.

Okay?

Once you're a member, have access to have this toolkit of items, and then you pick and choose which ones you want. So as you say, revenue swing, they switch, they change, and we're in the switch.

Got it, okay, okay.

Yes, and following the needs of the community and where is the demand? And then also, how do you respond to that in the most efficient way possible? Yes, I love that. So then you've obviously been leveraging a lot of tools. I want to talk about team as well, but you've been leveraging a lot of tools and technology in order to make this as efficient as possible, which is something that I talk about a lot on the show.

Mm-hmm.

Mm-hmm. Right. Yup.

You

is when we're talking about making space for more, we want to get clear on what we need to be doing, what we want to be doing first and foremost. And then we want to look at what just doesn't make sense to offer anymore as a second step. Third step is you focusing on how do we leverage systems? How do we use automations? AI certainly comes into this conversation because before we start talking about team members and

Essentially having manual work done. want to systematize as much as we can because that's just much more cost efficient for the long term

Yeah. Yeah. So how have you, I know we talk a lot about, you know, how you use AI with your clients as well.

Yeah, I think the phase that I was in of your tech angels really was helping me more than it was helping the clients I was helping because I just dug so deep into so many different softwares that I can hop in one and get around really quick and really, you well, because I had so much time just focused on how do you use software and setting up a software and doing that.

Sure.

Mm-hmm.

You used yourself as a guinea pig though.

for sure. I always tend to do that. Like whatever I need, I figure somebody else is going to need. And then I figure out what's the easiest way for me to get it, to get it done for me. And then I just say, all right, we're going to do it that same way for everyone else. Like now that I've done it for myself, it's not figuring it out. I figure it out on me. Right.

Mm-hmm.

yeah.

Yes, absolutely. Like on your dime as well. Yes, absolutely. So you've been testing systems.

Yeah, so I think that, right, and the AI has changed everything for me, you know, before, if we were making an online profile, and we had to make a description of what the business is, you know, now we can have AI create the description of what the business is. And it's so much more accurate. It's so much quick. And so we're going to have a every business that we work with, we'll, we'll have a link.

to that conversation in AI and then anything that we want to do in the future with them, we just ask AI and it already has full history and background. And so we record conversations with them, we put that into AI. So it's really customized to that person's heart and soul and who they are and the wording and language and everything is gonna match them perfectly. And so we just will have a link that that's where we ask her question and we get it custom answer for them.

Yeah.

Love that. So I'm just curious, like what does the onboarding process look like for a customer? Obviously you're sitting down and having a conversation and learning about their business in their own words, and then you're leveraging technology to accurately describe it, not only in a directory, but also on a website, maybe social media, and really through all the marketing channels.

Thank

Thank

Mm-hmm. Yep. So we have someone on your team, which I'm very grateful for, that goes through and researches what does this business have online. We've created a dashboard with very visual so that they can see what we have for their business. And they can tell us if anything is wrong because sometimes they don't know what's online about them, you know, or whether it's the content or the images or things that are out there.

Mm-hmm.

Mm-hmm.

Mm-hmm.

sure.

Or things that are even outdated. Yes, yes, I have a friend who's an amazing brand photographer and she did wedding photos many, many years ago. Like she does not offer this. She has not offered it for years. And she had all these search results popping up that she was a wedding photographer, which she is not. She just happened to do this one and it's like following her everywhere. We even laugh, we're like.

Right.

Even if you were a wedding photographer, you couldn't get that publicity if you tried, but somehow over the years, some site somewhere like grabbed a hold of these photos and are blasting them everywhere. anyway, it's just like it's good to review for accuracy because businesses evolve and change over the years. Yeah.

Yeah.

Right, yep, absolutely. Yeah, so we put this whole dashboard together. And then we'll have a conversation with them that your team will help with and fill in the gaps. know, what contact info do we not have? This is what we understand that you do, but we also want you to tell us more about you and about your business. And then we take that and that all into AI. And something that I've also created now, and I...

I did it specifically because this market that I'm working with doesn't have computers. They don't have smartphones. They don't have things that you can't get an app and type something in. the, the wonderful piece of what AI can do, I have been working on and figuring out how to get it. So somebody can call a phone number and have a conversation, uh, with a digital assistant, a big horn digital assistant, and it can just have this back and forth conversation.

We talk about it and use it so that you can create content. So I want to make a blog article or I want to make a newsletter and you start out the conversation saying that and it will ask you questions about what do you want to have in it and who are you and blah, blah, blah. And then at the end of the phone call, it will suggest this whole output of their blog article and then it will email it to them and they can copy it and paste it right into their.

Yes.

Mm-hmm.

site. that's yeah so that's what I have created but it's also you know just AI so if you want to ask it you know what's the glycemic load of this food you can ask it that. Whatever you need it knows everything.

That's amazing.

Somebody's going to call up your phone number and ask a question and it's going to turn into like I think I saw a post about Ask Jeeves from like way back in the day. Ask Google or Ask Alexa. That's what it's going to turn into. I love that. But it's meeting people where they're at. Yes. Yes. You've done this so, so well. So I want to talk about team because that's been a huge factor of this as well. And I love how you had mentioned in the beginning of our

Thank you.

Yeah, right? Yeah. Right. Mm-hmm. Mm-hmm.

Yes.

should say towards the beginning of your story with how your business has evolved over the years, you first discovered, I am not a graphic designer. Photoshop, it doesn't speak to me. I don't understand. This is not my jam. So that was one of the first things that you outsourced. Like I need to get some help with this.

For sure.

Yep, yep, absolutely. Yeah, and I think, you know, I've known in my heart that all along, like this business will scale wonderfully when the right people are in the right seats, you know, and that's always been kind of the thing that's holding me back is I'm like, I don't have the right person. I know that I can't run because if I go out and I sell, you know,

Yeah.

Yes.

20 site or ads, I know when I bring it back home, it's not gonna go well. You know, so, so it's always been teen that has been like, gotta find it. And I think throughout this whole phase or my whole journey, like God is giving me the right people at the right time. And it's not that, it's been the right time to run itself. You know, it's been like, you need to build that foundation of the, the,

Yes.

the software and the things like that. And the team that's there during that time, that's what we're working on and that's what we're doing. And then that phases out and then the new team comes in and this is the thing that we're working on and focusing. So like when I have somebody on the team, I'm not like, here's the job that I need you to do. I work with them and I'm like, here's the skills that they have that they are really great at. And I'm changing who's doing what job.

because their personalities are like this person really likes to talk people and this one really likes to get things done and this one really likes to be creative and so they divide the tasks to meet the person and everybody's like, what I'm doing.

Yes.

Yes, I love that. I love that approach. And I would say that that's where you and I are very aligned. And I actually had this question come up with a potential client last week is how do you match VA's with team members or what is your process? And she was describing her Enneagram and her Clifton Strengths binder and her disk assessment. Like she went into all this. I'm like, honestly, at the end of the day,

And I've done some of those. I love those. personally have used CliftonStrengths. In fact, my life coach who is a CliftonStrengths facilitator was on last week's episode of the podcast. So little plug for her. But she was talking about all these assessments and things. I'm like, honestly, at the end of the day, when I'm interviewing potential team members, I ask them, what are the top three things that you would love to do all day every day?

We'll right back.

And that's where we start because when I then when I'm listening to a potential client describing here are the things that are slipping through the cracks. Here's where I'm really struggling with growing my business or, you know, having that work life balance I'm looking for like, perfect. I have somebody who loves to do all those things. And then it's a matter of kind of just fine tuning, you know, into acclimating them to their style and their business and so on. But that's at the core of it is what do these people love to do and where can we plug them in?

break.

Thank you.

Mm-hmm. Right. Yeah, for sure. For sure. Very alike.

Yes. Yes. So you've really built a team intentionally and around their strengths, not around simple job descriptions.

Right. Exactly.

Yes. Yes. We also talked about just kind of the natural flow. Like you had talked about a little bit of, know, there was a time to be intentional about organizing this and building the processes and the systems. And then there's a time to go out and sell and you balance that really, really well.

Mm-hmm.

Yeah, I think we talked about a little bit last week how I feel like I'm in a car ramp. You you go in, you go up, and you go up, you go up. It's like, I'm doing the same thing again. And I did this already. Why am I having to rebuild the software? Why am I having to rebuild this sales wire? know, whatever it is, but it's like at a higher level every time, you know, and it's like, couldn't have.

Mm-mm, yes.

Mm-hmm.

You don't just shoot to the top. Like you have to go through that whole entire spiral to get to the next level. And so I don't know if I heard that or just thought that at one point, but I'm like, is all right. We're going up another level.

Yes.

The parking garage that spiral of going all the way up. You're right. Like we would rather just push a button and take the elevator and go where we want to go. But that's not realistic for most people.

Yeah. Absolutely.

Right, yep, you gotta just cycle through it, do it again, do it at higher levels.

Yes. Yes. I feel like that's exactly when, you know, as we've talked over the years and changes that I've seen in your business, that's exactly right. Like here's the first iteration. Okay. Here's the next iteration. Here are some of the things that we're going to be discontinuing because we realized it just didn't make sense for our clients or it was just cumbersome to deliver. And we're going to focus on this instead next time. And it's just like one spiral after another, like one row, one level, just going up, not spiral down, spiraling up.

Yeah.

Mm-hmm. That's right, up. Rolls up. Yup. Yup.

Yes, absolutely. So Angie, before we wrap up here, I know that you have an amazing offer for our listeners if they need a website rebuild. Can you tell us about that?

you

Yes, yes. If they have a website currently but just want it refreshed, they want it in a new system, they want it to be responsive, we can take care of that. We got a great deal. It's $297 to get it set up and we can go through all the deals.

Okay, fantastic. And how did they get ahold of you or where did they find out more about that offer?

honestly, one of the best ways is to text me. and that, is another software that we got and everyone on the team can use it and it's super effective and it uses AI so that I can, have summaries on whatnot. So our phone number it's 641-732-7333. And then you'll also want to go to, we have two different websites. One is our directory, which is,

Okay.

Fantastic.

Mm-hmm.

bighorn directory.com and then we have our business website which is what we do and that's bighornadvertising.co and they both point to each other so

Okay.

Perfect, perfect. So text Angie or reach out on her website if you want to learn more about the website rebuild. Thank you so much for sharing with us today, Angie. I just love how you have just responded to the needs in your community and what the business owners, what they're looking for, they need the marketing support and you've really channeled systems and tools and AI in order to meet those needs where they're at, which is super exciting.

Thank you.

Being intentional the whole way through, I could go on and on.

Yes, well thank you again for this opportunity to visit with you.

Absolutely. Yes, we always have great conversations. I feel like everybody's just listening in. We're just catching people up to speed. So those of you who are listening, Angie and I have these conversations all the time or on a regular basis, I would say. Probably. Yes, regularly. And then now we're just getting everybody up to speed because I just think that every time I listen to her and you know what she is bringing to the table is just incredible. So thank you so much for taking the time to share with us.

Here we go.

Yeah, I don't know if I should say that.

Mm-hmm. Yes. Thank you.

Yes, and to all of our listeners, really appreciate you taking the time to listen to the show today. If you've enjoyed this episode, will you please consider leaving us a five-star review on wherever you're listening to this podcast, whether it be on Apple or on Spotify, insert whatever podcast platform here. That just helps to show that we're providing value here and there's something great to listen to. So really appreciate your support. And we will be back next week with more episodes of Make Space for More.

Have a wonderful day everyone. Bye bye.