Today, we are delighted to welcome Lyndsi Edgar, the Founder and CEO of eLuminate Marketing.
Lyndsi talks to Eric about entrepreneurship, content marketing, LinkedIn, automation, AI, and staying top of mind with clients and prospects. She also shares how she built eLuminate Marketing, the lessons she learned while growing the agency, and the systems, processes, and mindset shifts that helped her scale the business.
Stay tuned for more!
Lyndsi’s Journey
Lyndsi studied marketing and then worked for various marketing agencies. While working in digital marketing and social media, she noticed that small business owners were unable to access authentic, high-quality content that looked like Fortune 500 marketing without the Fortune 500 price tag. So, she launched eLuminate Marketing to help local businesses grow through authentic content. She initially gave herself six months to find clients before deciding whether to continue, and 12 years later, her agency continues to thrive and grow.
Networking
Lyndsi found her first clients through networking, nonprofit work, and being involved on boards in her community. Most of her business development happened face-to-face before eventually evolving into online lead generation.
Processes
Lyndsi explains that it’s essential to create processes before hiring. You need clear onboarding systems, communication standards, and documented procedures for employees to understand what they need to do without constantly relying on you. Today, AI tools make it far easier to record workflows, generate transcripts, and create standard operating procedures.
Who to Hire
Lyndsi recommends hiring people for areas that are not your strengths and work you do not enjoy. Her first hires were to do her accounting and graphic design. Hiring in those areas allowed her to focus on growth and strategy.
About five or six years ago, Lyndsi began focusing on LinkedIn, and it eventually became the number one lead source for eLuminate Marketing. Although many people dismiss LinkedIn as it’s full of bots and AI-generated content, she believes there are still opportunities for businesses that create authentic, value-added content focused on the specific needs and problems of their ideal clientele.
Strong Content
Instead of talking about your accomplishments, it’s important to create content that provides solutions and value. Lyndsi recommends building one large piece of long-form content around a single topic each month, then turning it into multiple smaller pieces of micro content throughout the month.
Content Ideas
Another strategy Lyndsi uses is creating content around frequently asked questions. She looks at what people are typing into Google and AI tools. She ensures her content addresses those questions directly, as that helps her create practical, searchable content that aligns with what potential clients are already looking for.
Balancing Personal and Professional Content
On LinkedIn, you should focus mainly on value-add professional content, with only a small percentage dedicated to personal content.
AI
Lyndsi understands that AI can support research, editing, messaging, and content workflows. Still, it cannot replace the knowledge, stories, systems, and operating methods her agency has developed through years of experience. She believes those stories, insights, and years of knowledge are what elevate content beyond generic AI-generated material. AI can assist the process, but it cannot replace human wisdom and experience.
Staying Top of Mind
Consumption drives conversion. The more people consume your content, the more likely they are to work with you. Consistent posting, emails, display ads, and remarketing all help move people through the funnel faster.
Defining Your Ideal Client
Before creating content, Lyndsi recommends narrowing down your ideal clients. eLuminate Marketing focuses on professional service firms, particularly law firms, commercial real estate, and wealth management firms. Her content speaks directly to those industries, so the right people are more likely to stop, read, and engage.
Automation and CRM Systems
Lyndsi uses automation tools and workflows in HubSpot to stay in front of leads and clients without manually handling every interaction. Different industries and stages of the funnel receive different emails, content, and ads. She recommends that small business owners implement a CRM system instead of relying on spreadsheets.
Tracking Metrics and Dashboards
Over the last several years, Lyndsi’s agency has been using dashboards to monitor sales, email marketing, and overall business performance. She reviews metrics regularly with her sales team to identify where adjustments and optimizations are needed rather than relying on her gut instinct.
The Importance of a Growth Mindset
Lyndsi believes one of the most important skills for business owners is maintaining a growth mindset. As technology, AI, the economy, and client expectations constantly evolve, businesses cannot remain locked into old ways of operating.
Flexibility
One of Lyndsi’s priorities is to create flexibility for her family. Her long-term vision is to build a business that can continue to operate smoothly while she spends extended time traveling outdoors with her family in an RV.
Bio: Lyndsi Edgar
Lyndsi Edgar is the founder of eLuminate Marketing, a digital marketing agency specializing in professional services firms.
With 15+ years in digital marketing, she helps law firms, CRE brokers, and consultancies grow beyond referrals through her proprietary framework, The eLuminate Effect.
Her work has been featured in Forbes, HuffPost, and Forbes Woman.
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