When Jay Schwedelson sat down with Sophie Miller, it wasn’t just about social media tips—it was about how one person turned a scrappy Instagram page into the global community for marketers. Sophie built Pretty Little Marketers from her university sofa into a movement that now reaches hundreds of thousands, all while staying laser-focused on simplicity, value, and connection. This episode digs into the tactics behind her growth, her love for LinkedIn, and the newsletter strategy that keeps her audience hooked.

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Sign up for Sophie’s newsletter for weekly social media insights.

Join the Pretty Little Marketers community to connect with marketers worldwide.

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Best Moments:

(02:26) Sophie shares how a moment of overwhelm at university sparked the start of Pretty Little Marketers

(05:25) The surprising truth about building a massive social following as a team of one

(07:30) Why creating a “shared space” is the foundation of real community growth

(11:22) How LinkedIn became Sophie’s secret weapon and why she still loves it today

(17:07) The intentional difference between her company page and personal page content

(25:20) The genius of a newsletter digest that makes readers smarter without overwhelming them

(30:15) Sophie on why speaking at Guru Conference about email feels like a whole new chapter

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Register here: www.GuruConference.com

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Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

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Jay Schwedelson: We are back for do this, not that podcast. And I have to tell you, this episode is why I started the podcast. Secretly. It was all about meeting the people that I was desperate to meet that are just doing the coolest stuff. And we have one of those people today, like shortlist top five.

Jay Schwedelson: Okay? And she has turned pretty little marketers into the community. If you care about social media and you don't know pretty little marketers, I don't think you actually are in social media is a community of over 300,000 of the most passionate social media people on Earth. And I will tell you, there is no source.

Jay Schwedelson: Other than pretty little marketers that I get more information out of about what's going on in social media than pretty little marketers. It's amazing. Sophie's amazing. Welcome to the show.

Sophie Miller: Oh my goodness. Well, a wonderful introduction. Thank you so much for having me. And I love that. Sat on her couch, on the couch. Um, to me it's my sofa. Um, I. Love. What a brilliant intro. Jay, thank you so much for having me.

Jay Schwedelson: Alright, the most important question is, do you still have that sofa?

Sophie Miller: So she.

Jay Schwedelson: like a pink color that you needed to be like your brand, so it was a little, a little different.

Sophie Miller: it was ugly and gray. I now have a white sofa, so even less exciting, but it's comfy for a movie night. So

Jay Schwedelson: I love it. Alright, so before I just ask you a zillion questions, 'cause we're gonna get so much outta Sophie today about how to do social media, right? And email too at the end. Uh, can you give everyone, like, what is the 62nd? How does Sophie Miller wind up being this, you know, thing? Pretty little markers being a thing.

Sophie Miller: I'm so excited to start my career in marketing, and what I was met with was overwhelm and loneliness. I burst into tears the second I press submit on my final essay. Oh my God. I have one year and I have absolutely nothing figured out. Have this die hard passion for social media marketing. I think people are fascinating.

Sophie Miller: We have a private membership of 500 members and quickly and beautifully growing and it is my mission to grow a media brand for people in and on social media that connects marketers, but. Ultimately make social media simple. I think that on paper we have straightforward jobs, but there are so many roadblocks to making it fun and enjoyable.

Sophie Miller: So uniting marketers and giving them what they need to enjoy their nine to fives is, is my goal.

Jay Schwedelson: So you're accomplishing your goal? 'cause it's working on me. Uh, I stop, I look at all of your posts. I'm not just saying that 'cause I'm staring at you. I do. So I'm curious about, I mean, before I start just asking about different tactics, do you think that you, you literally started from zero, right? Did you catch social media?

Jay Schwedelson: At the exact right time, or if there's a Sophie Miller out there, maybe they're frustrated in their job as a marketing manager, or maybe they're just graduating from school or whatever it is, but they don't have a following, but they're passionate about something. Do you think it's possible today to do what you did again today?

Jay Schwedelson: And what is it that allows somebody to kind of come out of the gates and break through the noise like you did?

Sophie Miller: I love that question. I think to, yes, to the first question. I think I never want to attribute anything to luck. I've worked really, really hard to build. I'm a team of one currently still,

Jay Schwedelson: Are you really?

Sophie Miller: am, I've actually just hired an operations manager to join me in September, and that will be my first ever hire.

Sophie Miller: So everything you see has just been me. In this room, in this dark room, um, since day one. So it's

Jay Schwedelson: That is out of control. Wait a second. Wait, a wait. I don't understand something you put out an in incred. Forget about how good the content is. You put out a lot. Content and then you're speaking, you're doing whatever. And I'm not just trying to say, wow, you're this amazing human legit. Are you just like the most organized, efficient human being, like of all time?

Jay Schwedelson: How do you do that?

Sophie Miller: I am very type A everything in my life. Like we in our home have like a meal plan. So when we order our food shop, I know exactly what I'm eating on which day. I know the times I'm going to the gym. I've got lunch scheduled in my calendar. Um, but more so content is. At least now my full-time job, so I do have more time than most.

Sophie Miller: I have a pretty rigid social media strategy, but there's a lot of repurposing in there as well. Not all of my content is new all the time, so it's possible. I think on the outside it looks like a much bigger operation than it is. It's just me posting and emailing and doing things, and we have a brilliant community that lend more than at hand.

Sophie Miller: So yeah,

Jay Schwedelson: right, well back to that original question. Can somebody now I'm freaked out. Can somebody actually do what you are doing today?

Sophie Miller: Every Monday I would do marketer Monday, so I would reach out to followers, I would DM other peers, people in marketing and be like, can I feature you on my stories? Can you answer a few questions? Can I tag you? On a Saturday or a Sunday, I'd do like a small business Sunday or a small business Saturday, and I was featuring people in our community.

Sophie Miller: It was unst strategized. I just wanted it to be a place that wasn't about me. I never wanted it to be the selfie show. I wanted it to be a place that we could learn together. But what I didn't realize was through building this shared space, it was something that people hadn't really experienced before.

Sophie Miller: You know, when we follow marketing publications, we are learning from. Then they're interviewing our peers, but we don't have much of a say or if we're following career influencers, marketing creators, it's them educating us, but it's still their space. So I think unknowingly what I was doing was hopefully, and hopefully still now, despite the growth building this shared space.

Sophie Miller: Something where if you have a thought, you can comment it and I will respond. And if I don't, someone else will. Because this is a safe space is a place where you can feature in a newsletter with 20,000 readers. It's a space where you really matter, and I hope that our audience really feel that. So for me, if I was to start again, my first thing or my first action would be to U how can I make this a shared space?

Sophie Miller: You have so many more opportunities to involve an audience in what you are doing. You can do polls in your comment section on Instagram. What can you do that makes it a shared space? I think we live in such an oversaturated landscape that if there isn't something in it for the audience, they're not going to care.

Sophie Miller: So giving the mistake in it really matters. So unknowingly, I was doing community before I was doing community, and I know it seems like such a buzzword and every mock and their dog talks about it. But yeah, I think if I lost everything today, or you look at PLM and think, oh. I wish I could do that. You absolutely can.

Sophie Miller: It's just the power of bringing your peers in and doing it together.

Jay Schwedelson: I think it's so powerful that you come from a perspective of. You, you're not, you wanted to start as a shared space. You're like, I'm You. Don't come at it and say, I'm building a community. I think the best communities are the ones that are communities without even realizing they're communities. The ones that try to set out to be a community usually are horrendous and become a ghost town in five seconds.

Jay Schwedelson: Sorry, let's get into some specifics here. 'cause I'm curious about a lot of stuff. So when you're like, okay, this thing's starting to get some traction, I'm gonna make my big community on TikTok, on YouTube, on Instagram, no. No, Sophie Miller did the thing, which I think actually helped LinkedIn become cool.

Jay Schwedelson: I think you're one of the reasons LinkedIn is cool. You went all in on LinkedIn. Uh, why did you do that?

Sophie Miller: I love LinkedIn. I was at a event, a non-marketing event recently. Um. I was watching the Formula A and I was with like a, a group of other creators, and we were talking like, oh, what platforms are you on? And people are like, oh, I've got like a million followers on TikTok. Like, I'm this. And I'm like, oh, I am a LinkedIn creator.

Sophie Miller: So our Instagram page then, and still now, like I'm not the profile picture. It doesn't say Sophie anywhere. It's very much its own brand. So I set up PLM on Instagram as a company account. I was repurposing our carousels. I wasn't doing anything special, but what I noticed was that there were people over there who wanted to talk, people that had thoughts and opinions that no one else was really facilitating.

Sophie Miller: Again, going back to community, continue growing our PLM page and. I was graduating very soon. I didn't have a job lined up. I didn't have much experience, so I was like, right, if I can do this on PLM, maybe I can start posting as Sophie and um, I. Didn't have a big network at the time, didn't really know anyone in marketing, which I think was a bit of a blessing.

Sophie Miller: I think very often, you know, if you're not posting on LinkedIn now, but you want to, what you will do is go on and see what other people are doing to understand how you can do what they are doing. But in your own way. I didn't have any of that. No one was really posting fun stuff or conversational stuff on LinkedIn at the time.

Sophie Miller: So it was literally just a case of like, what do I wanna post? Creatively, educationally, who does Sophie wanna be on LinkedIn with? No external influence or impact, which I'm really grateful for. There was no one to strategize that for me. I think. What really sold LinkedIn again for me was that conversational aspect, and my content was nothing special, and we're gonna say it was honestly awful.

Sophie Miller: I found old screenshots recently. The copywriting sucked. The call to action sucked. My creative sucked, but I could screenshot and I remember one of the big posts that I shared on my personal LinkedIn was about triangle swimwear. I was listening to a podcast with their founder and they shared this story about how to get Kendall Jenner to post about them.

Sophie Miller: They gifted all of her friends a bikini major fomo, Kendall's team got in touch. Hey, triangle, we would love to check, check you out. And then all of a sudden she was posting and she was like in on it and it kind of blew up their brand. I posted about that on LinkedIn. Got like millions of impressions, loads of likes, awesome.

Sophie Miller: But what I loved the most was the comment. Oh, cool. I didn't know this, so, oh, I loved that podcast. Have you listened to this? Oh, I saw a similar story here. I think we see LinkedIn as this kind of corporate. Box that sucks the life out of you. But I think really it's just people that have thoughts, opinions, experience, that really don't have anywhere to share it.

Sophie Miller: And if you can leverage that, I think the platform can be a really powerful place, career and business wise, but also a really enjoyable place for you to be as a creator. You're not posting to nothing. You are posting, it's received, and there's people that will speak back. So I think learning that Arlene.

Sophie Miller: Through both profiles, Sophie and my business profile, that's my strategy. Visibility. How can I be known to the most amount of right people? Because I think like in business, in career, you don't need to be the best. I think just being the most visible can be really quite beneficial. So understanding people, and I think as marketers, we are in the business of people, so it just made sense to be on LinkedIn.

Sophie Miller: I. I think it is. Cool.

Jay Schwedelson: Well, I, I'll tell you, I, um, I, everything you said, I completely am on board with, and also for some reason I think LinkedIn is a very positive place. There's not a lot of like haters. Angry people. I don't know why. Just relatively positive, which is nice. Um, so let me ask you some very specific things on LinkedIn that I see that you do and I wanna know if it's intentional.

Jay Schwedelson: So you have your pretty little marketers company page, and then you have your Sophie Miller page both with massive followings on pretty little marketer. You have a very distinct brand that you've created. If you go on there, everybody knows your, your, your, your font and your layout, all this stuff. But what I see on pretty Little Marketers pages you provide, basically all you do is put out value.

Jay Schwedelson: It is, here's the new things this week, here's this cool campaigns, here's what you need to know about changes to this platform and it's value, value, value, value. Almost every post on that page, you don't really have links going elsewhere. You're not sending people off of platform. You're not selling anything on that company page, whereas.

Jay Schwedelson: Sophie Miller, your personal page. Um, you still provide a lot of great content, fun stuff, whatever, but on your personal page, you will talk about, you know, maybe join my club. Here's a link to join my club. A little bit of selling. You'll have links to stuff that's off platform. Is there an intentionality about what you're doing on your personal page versus your company page?

Sophie Miller: For sure when it comes to PLM and selling. So what you see is a online community, but what we sell is our membership. We have 500 people in our membership. It's off platform, it's closed, um, closed platform, so it's not on soho. We also have a digital shop launching soon as well. So PLM is a resource and it sells a resource.

Sophie Miller: When it comes to selling those things, I very much rely on people's natural curiosity. I use this analogy often of like if I offered you a bite of a really delicious cake, like you're probably gonna want the whole slice. Like who? Who just wants one bite of cake? So if I can give you like a piece of goodness through M'S.

Sophie Miller: Business page content. Like, why would you not then click through like, oh, Sophie, okay, what's on Sophie's page? Oh, cool. There's a link in bio here. I'm gonna click it. Oh, newsletter. That's cool. People sign up to the newsletter. I'll mention our membership. It's a very much a trickle through funnel, whereas on my personal LinkedIn, I very much see myself as like the face.

Sophie Miller: The selling. I am much more unafraid to be like our membership's opening in a week. Here's a link, here's what we're up to, or I'm speaking at this event, or come and sign up to my newsletter. I think for a few reasons, one. I feel it's much more well received. I know we're in this age of personal branding and I kind of get personal branding, ick.

Sophie Miller: Sometimes I feel like we talk about it so much, it's pushed as this amazing thing and it totally, it totally is. Um, but I do get the ick. Sometimes, but I feel like when people put a face to a membership, oh, well, I know Sophie Sophie's in there. I can chat with Sophie. Or even if they don't speak with me directly, because that isn't the selling point of our space, it's not access to me, it's access to others and peers.

Sophie Miller: Well, I know Sophie, so there's gonna be people like her in it, so why would I not want that? Or, the newsletter is written by me, so why would I not be the person to speak about that? So I think for. Lastly, the reception people are so much more into receiving it from a person rather than a faceless account, because you can feel it, you can imagine it, you can put a face to a name.

Sophie Miller: Um. Two, I find engagement on a company page on LinkedIn. So challenging. I think anytime I put a link in there or I remember for our membership announcement when it reopened for, I call it membership 2.0, it was like a revamped version in March this year. I remember doing the announcement post on my personal profile.

Sophie Miller: Amazing engagement. Great clickthroughs. Great joinings Post on PLM. We have 340,000 followers on there currently. At the time, I'd estimate around 300,000 and we maybe got like 30 likes. The second there's a, a drop of selling. Cool. I'm not here for that. I think we've also set this benchmark on the PLM company accounts.

Sophie Miller: So like I'm not here to do that, so people don't expect it. So as soon as there is something in that realm. I didn't follow. I didn't follow for this. Whereas when it comes to a personal account, when I'm following you to know what you are up to, I run our membership. That is what I'm up to. So I think reception, first of all, but also you're setting those expectations.

Sophie Miller: So. I don't think that works for everyone. I think there are many company pages out there that can do a great job of selling, but I think I set the expectations early that you don't see that here. It would be really challenging for me to find an effective way to do that through our company LinkedIn page.

Sophie Miller: The one thing I do do with our company LinkedIn page, and I've dropped the ball recently, but I'm hoping to get back on it, is every Friday I used to have a top things happening in marketing.

Jay Schwedelson: Trust me. I know where is it?

Sophie Miller: It's coming back, I promise. Um, so it would come out every Friday. It was like carousel. You just swipe through it and it'd be like Martin Zuckerberg did this, or LinkedIn new sat, or whatever the updates are. And in the copy of that post every single Friday, it was, if you want more, I have a newsletter that comes out every Thursday.

Sophie Miller: In that Thursday newsletter, our membership is mentioned every week, uh, when doors open that email list, get a reminder email to join the wait list. So whilst I'm not selling on PLM, I'm pooling people who are interested into a space where they are happy to receive selling from PLM, which is our email marketing and newsletter.

Sophie Miller: So there's no direct selling. You see that on my personal account, but there are still ways that we funnel people who are interested. Into those kind of page service spaces, so I hope there's some value in that

Jay Schwedelson: Oh, oh yeah. No, I think there is, I I love what you're saying because I think that people get it. They do, they do it backwards. They have their company page sell. It does nothing. And to your point, company page engagement, that's not providing value is like. Horrendous. So let me ask you rapid fire LinkedIn questions, and then I want to ask you a little bit about email.

Jay Schwedelson: So, uh, LinkedIn post. Uh, on LinkedIn. You're not afraid to do it. You're like it doesn't really hurt engagement. Is that your take?

Sophie Miller: That is my take based on my data. I think people have different experiences there, but I think whenever we see a lack of impressions. On a LinkedIn post with a link, I don't think, and if anyone wants to prove me wrong, please DM me. I'm so open to a conversation. I don't think it's LinkedIn suppressing that.

Sophie Miller: I think it's just because it's naturally probably tied to a more salesy message. Less people engage, less people see it. Impressions are lower. So for me, I've never had any problem there. If I have a link, I expect it to have less engagement because I'm selling. So I think it's more the kind of nuance of the post over LinkedIn, but I see people talk about it often.

Sophie Miller: So maybe, maybe it's me. Maybe

Jay Schwedelson: I, it actually makes a lot of sense. What about reposting? I see you repost sometimes. And so my question about reposting is 'cause I'm scared to repost. I'll be honest. I feel like if I repost, it's gonna ding me from my next post that I do. Is it fine to repost and if you repost, are you better off reposting with no comments?

Sophie Miller: Ooh, good question. So whenever I repost content on LinkedIn, I will just like straight repost rather than the option to like add your own post with it.

Jay Schwedelson: Yes. Yes.

Sophie Miller: In terms of metrics, I personally don't see much of a dip like post repost. I know that I have seen a few creators talking about like if you're posting twice a day or say, let's say you post in the morning and then you repost at lunchtime, you come to post the next day, you might see a dip.

Sophie Miller: But for me, I like data matters for. Business account more than I care about for my personal profile. I very much think that if you are solving value consistently count the buzzwords here guys. But if you're solving value, consistency and people want to see your content, then like, why does it matter if I reposted twice yesterday?

Sophie Miller: 'cause you want to see we have favorite creators. I engage with them nonetheless. Um, I do repost sparingly. For me, it's kind of like if someone tagged me in a really beautiful post, or maybe one of the businesses that I'm involved with has done something that I would like to pin and stamp on my profile.

Sophie Miller: So I'm not reposting all the time. I'm using it intentionally. I personally don't see an impact on my metrics, but as with everything, have a try. See what happens for you. But I think it's a great feature, you know, if someone's tagged doing something great that you wanna show your followers like. Repost it.

Sophie Miller: Jay, I would

Jay Schwedelson: Alright, I will, I'm gonna start reposting you, is what I'm gonna do. Alright, before we run outta time, I wanna talk about your newsletter for a minute. 'cause there's something that you're doing in your newsletter that I think people need to do more of, and especially you being a one person band. And what I mean by that is, so your newsletter is.

Jay Schwedelson: Ridiculous. When I say that actually makes me upset 'cause it's so good that we can't, I can't put out what you put out because it's, there's a lot in there. But one of the things that you do at the, at the, towards the bottom of your newsletter is almost like in a digest format. You're like, here are 15 things.

Jay Schwedelson: You need to know what's going on. And you'll write like four or five words. You know, meta, just change the app for Instagram or whatever, and there'll be a link. Somewhere else, okay. About that thing. And there's literally like 15 of them. And the thing that I think that people need to realize, whether you're a big company or a small company, or a personal brand, you don't need to, I want to hear your take on this, but you don't need to like be the greatest writer.

Jay Schwedelson: You don't need to have all this original content. People get a lot of value. I know for me, no offense, I get the most value out of you going out there and, and gathering up all the most important info so I don't have to do that work. And I think it's such a great move for a newsletter, for any type of company to do because you become a thought leader by gathering thought leaderships is, was that like a whole intentional idea that you did that because that is awesome.

Sophie Miller: And it's called the weekly roundup. And the goal is exactly that, to give you a weekly. Roundup and the first section is kind of like a, Hey guys, here's what I'm up to this week. It's like a chatty intro. I want it to feel like it's coming from and written by a person. We then have two or three segments underneath that where I will deep dive a piece of news.

Sophie Miller: So it might be, um, last week I spoke by Instagram repo. We'll explore what it is, but more so than that, I kind of want you to have my take on what it means for you so you are getting something that you are not getting everywhere else. The penultimate section, as you mentioned, is kind of like the new in the news section, and that is literally just me copy and pasting about 15, 20 links, everything that I've been saving that week.

Sophie Miller: It might be a thread of a screenshot of a, a new feature on Instagram or. TikTok Band News or whatever that might be. Um, and then at the end I'll do like a wrap up, ask a question, help people respond, and then sign off, off. With, from Sophie. For me, when it came to thinking up, I, I always wanted to have a newsletter and it took me three years to launch one 'cause I didn't know what I wanted to talk about.

Sophie Miller: When really what I should have been thinking on and when I landed on the weekly roundup, it was that flip of like, what is the most valuable for people? What do they want in their inbox? And you know, if they want a big takeaway on what's happening on socials right now, they're probably gonna look on my LinkedIn or my Instagram.

Sophie Miller: So what can I give people that they're not getting from me somewhere else? I really wanted it to have a purpose. More so to that, the one thing that I really, really thought on was what PLM is known for. For me, it's my goal to make social media simple. When I write our social media content, that's what I do.

Sophie Miller: That's what I try and instill in there. How can I do that differently in an email format, and that's when the Roundup was born. So taking that onus of what do I wanna write about? What does our company wanna put in people's inboxes and actually like honestly, to ourselves, what do people want to see? Do they even want to see us in their inboxes?

Sophie Miller: How can it be something that. Value that's really welcomed. And then two in that, like how do we feel elsewhere and how am I putting that into email format? I have the best time writing our newsletter. It's the one thing that I get the most kind of great feedback on and I'm so pleased that everyone else loves it as well.

Sophie Miller: But yeah, to me, three years to land on something that walked and in was enjoyable for, for both sides. So I think, yeah, biggest thing for me is like. What do people want from you and how can you give that to them by way of email rather than, and I know it's so hard for marketers that have stakeholders who want it to be on them, but yeah, I think, what does your audience want?

Sophie Miller: What can you deliver to them That's welcomed, is my thought.

Jay Schwedelson: I think it's fantastic and I, and it doesn't matter if you're in like a boring B2B plumbing industry or you're in healthcare, you know, billing software. If you do a Roundup style thing with links to everything going on that week, you'll have people that want to consume your newsletter. They'll be excited about opening it because you're helping them get smarter.

Jay Schwedelson: And that's what I love about your newsletter. Speaking of your newsletter, Sophie is going to be speaking at Guru. Conference, our giant free email marketing event that's coming up in November, guru conference.com. Sophie will be there talking about her newsletter and email and all the things. Sophie, are you excited about this?

Sophie Miller: I'm so excited. I have never, I do a lot of speaking and I love it. I also love our newsletter and I've never, I've never shared anything about it before. I'm not an email marketer, so I'm hoping I can bring that new perspective of someone who. Is new and I really, I've really made it work for our business.

Sophie Miller: It has changed my business, it's changed my relationship with our community as well. So yeah, I dunno if I do things conventionally or properly or, or in the best way. So I'm hoping I can kind of share the messy behind the scenes and inspire you guys to give it, give it a go as well. So I'm really thrilled.

Sophie Miller: I am so grateful to be part of the two days.

Jay Schwedelson: That's ama honestly, I I, I will be tuning it. I'll be so excited for the, for your session. Thank you for doing it, and everybody, for real, first of all, go and track down Sophie Miller on LinkedIn. If you're not following pretty little marketers, stop listening. Go do that. Join her club and her community.

Jay Schwedelson: It's not expensive, right? I mean, it's $20 a month. Do I have that right?

Sophie Miller: Yeah, Uhhuh. I want everything we do to be like, I'm growing a business, of course, but I want everything we do to be. Accessible whilst reflecting our value. So it's 20 pounds month, 20 pounds, great British pounds, um, a month. We have so much fun inside and I am the sort of person who's like never content with what we've got.

Sophie Miller: So I am rehauling our membership. Again, nothing's changing except mortgage stuff is coming. So yeah, my goal is to just deliver, deliver what the people need. So we have a lot of fun inside.

Jay Schwedelson: You are fun and I appreciate you. We're gonna put everything in the show notes, everybody go sign up for everything going on with Sophie, you're incredible. Thank you for doing this and can't wait to see you at Guru.

Sophie Miller: I will see you there. Thank you so much for having me, Jay.