Sam Says


Tell us about your business – what do you do, who are your clients, and why do they choose you?

I’m a social media manager who works with small business owners to grow their business with social media marketing. The majority of my clients are service-based businesses, I find that service-based businesses often struggle knowing what to say online. So I love working with them and creating content that helps them stand out on social media.


Can you give us a quick summary of how you got to where you are today?

My son was starting school and I just didn’t know how I was going to juggle school hours and school holidays with a part time role. I started to learn more about social media when I saw many marketing roles heading this way (back in 2012). I was already working in marketing, so I dug a little deeper and decided to learn more about Facebook for business. I soon realised that not everyone will love this ‘new online marketing’ thing and that there was a need for a done-for-you social media management service.

And so Sam Says was officially born.

Bayside personal Brand Photography


What do you love most about your work?

I love the variety of clients that I get to work with. I also love the flexibility having my own business affords me.


If your brand was a friend, how would you describe them?

Friendly, trustworthy, patient, determined.


Sam McFarlane Melbourne

Social Media Content


What impact has investing in your personal brand had on you or your business?

Investing in my personal brand has been a game-changer for me. I believe that it is important to show your face online so people know who they are working with. Branding helps us to position ourselves in the market and attract our ideal clients. People will do business with people that they know, like, and trust. I believe that investing in my personal brand has certainly helped people to get to know me.


What’s the most challenging thing about running your business?

Being a small business owner is not all long lunches and free time! Finding the right client balance can be challenging. Once I niched into social media management as a service offering, it was much easier for me to find the right client balance.


What’s one habit you stick to that’s helped in the success of your business?

Being a naturally organised person has certainly helped me in my business, and given the fact that social media constantly changes, my love of learning helps too.


Sam McFarlane Personal Branding

Sam McFarlane


What’s one trait you think all business owners need to survive?

A strong mindset. As a business owner, you will have good days and bad days, but it is important to remember the reasons why you started in the first place.  There is a quote from author and entrepreneur Idowu Koyenikan that says, “The mind has a powerful way of attracting things that are in harmony with it  — good or bad.” And it’s so true. If you hit an obstacle when you are building your business and that believe it’s a sign that you should give up, you most likely will. But if your mindset is focused you will keep going.


What does success mean to you?

Success to me is getting to do something that you love and call it work.

Melbourne Visual Content Creator

Favourite business tool or app:

Just one? I’d have to say Canva.


Podcast you’re currently loving:

The Brand Builders Lab podcast is always filled with great branding tips.


Last good book you read:

Atomic Habits by James Clear


If you gave yourself a day off you would spend it:

Most likely sleeping or watching netflix – or both!

Melbourne Personal Branding Photographer


Without a doubt, social media and content marketing are one of the key drivers of business success. However, in the frenetic day to day of business life, it’s often the most vital tasks that get pushed to the bottom of the priority list. Sam McFarlane is an online marketer with over 20 years experience across a diverse range of industries and sectors who works with entrepreneurs to increase their online visibility to grow their business.

You can connect with Sam at the links below:

*Sam’s hair and makeup by Lisa Rathgen.


personal branding photography