Episode Summary
This episode features Mal Alder, founder of Alder & Co., a full-service digital marketing agency based in Knoxville, Tennessee. Mal shares her journey from creative writing and journalism to running a boutique agency laser-focused on helping small businesses thrive through honest, adaptable marketing strategies.
Episode Highlights:
- How losing a job became the catalyst for entrepreneurship—and what Mal did with $0 in recurring revenue.
- The importance of productizing services to maximize efficiency and deliver real ROI.
- Why embracing transparency and flexibility is key to small business success in digital marketing.
Agency Info
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Company: Alder & Co.
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Guest: Mal Alder
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Year Started: 2018
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Employees: 1-10
A hundred dollars can make or break a month for a small business. We have to be responsible stewards of our clients’ money.
Mal Alder
Key Takeaways
Starting With Purpose, Not a Plan
Mal didn’t set out to build an agency—she made a bet on herself after her employer shut its doors. Her background in storytelling laid the foundation for client-focused messaging.
“I launched Alder Co with a Facebook post, and we’ve been referral-based ever since.”
Small Business, Big Heart
Mal’s personal and professional history is rooted in supporting local entrepreneurs. She believes these businesses are vital to thriving communities.
“It’s the restaurant down the street or the small insurance agency that makes where you live matter.”
Honesty Over Hype
The digital marketing world is crowded with confusing jargon and short-term promises. Mal sets Alder & Co. apart by aligning strategies with client business goals—not trends.
“If it doesn’t make sense or serve the business objective, it’s not part of the strategy.”
Flexible Services That Adapt to Change
Rather than boxing clients into rigid scopes, Alder & Co. provides time-based retainers that can flex with changing needs—something that proved invaluable during COVID-19.
Facing the Fear: Mental Health and Leadership
From battling imposter syndrome to embracing her role as a leader, Mal opens up about how personal growth fueled her business growth.
“I’m no longer scared. There are still scary things—but I know we can figure it out.”
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