Caroline O'Neill didn't know how to start a podcast. She found out, hit record, and The Digg Podcast went on to reach number three in the UK podcast chart.
In this episode Caroline tells me how she went from occupational therapist to shop owner in Dungannon to podcaster and trainer. We talk about closing a business, getting over the fear of being the face of your brand, and why the hard work happens long before you press record.
Caroline is joining us on stage at Raise Your Visibility LIVE in Belfast on 8 October, in a fireside chat with Claire McCollum.
What we cover
Why the business is called Digg (her dad drives a digger, and he backed her first shop)
The pink flamingo Facebook Live that got 400+ shares and a queue outside the shop
What she said when someone called her "desperate" for showing up online
Closing Digg Childrenswear in 2020 and how the training business grew out of it
Starting the podcast in 2021 with a borrowed microphone and a "just do five" brief
Why adding real life conversations from series five lifted downloads and brand partnerships
Showing up differently for different audiences: Digg for Success vs Digg Mama
Why social media is the new TV, and why she'd rather own her channels
Her DIGG framework: Discover, Involve, Give, Grow
Why one wee video on Instagram is not a strategy
Timestamps
00:00 Welcome and introducing Caroline
02:00 From occupational therapist to opening Digg Childrenswear
04:00 Learning online marketing the hard way
05:00 COVID, closing the shop and starting Digg for Success
06:30 Starting the podcast without a clue how
07:30 Louise's own retail shop story
10:00 Being the face of the brand, and the "desperate" comment
13:00 Finding the way of showing up that suits your brand
15:30 How Caroline plans the podcast and chooses guests
17:00 Bringing in real life episodes
19:00 In-person recording and making it a production
21:00 Social media is the new TV
22:00 Why every business needs a YouTube channel
24:30 The DIGG framework
30:00 What Caroline will cover on stage in Belfast
31:00 Reaching number three in the UK podcast chart
I learned that showing up online — even when you're 'desperate' — saved my business and filled the till the next day.
We use the Dig method: discover your audience deeply, give them helpful content consistently, then grow your reach with purpose.
I still swear by 'stop the scroll' creativity — a pink flamingo or a dramatic hook can turn social views into real footfall.
We always tell people to do the hard work before hitting record: map personas, align emails and website, and plan strategic content.
I discovered that blending business advice with honest, real‑life conversations elevated my podcast downloads and attracted sponsorships and partnerships.
We believe YouTube and owning your channels is the new TV — be the face of your brand rather than a faceless polished advert.
I admit I had huge imposter syndrome when I pivoted from retail to training and podcasting, but learning by doing changed everything.
We warn that viral fame without a clear strategy will fizzle; always strip back to your values, audience problems, and measurable goals.
Podden och tillhörande omslagsbild på den här sidan tillhör
Louise Brogan. Innehållet i podden är skapat av Louise Brogan och inte av,
eller tillsammans med, Poddtoppen.
