🎙️ Episode Introduction

In this episode of The Eardley Bird, Oli sits down with Tamzin Allinson, the newly promoted Social Media & Content Lead at Accountant_She and StriveX, the powerhouse accounting brand built by Rachel Harris.

Tamzin gives us a rare behind-the-scenes look at how one of the UK’s most recognisable accounting personal brands is built – on purpose. From platform-specific content strategies to viral trends and PR plays, Tamzin breaks down how a small team of two runs a multi-million-pound brand that gets hundreds of leads a month and reaches millions online.

We get into her wild growth from a 19-year-old creator into a strategic content lead, the secrets behind “casual” viral content, and why she’s KPI’d to fail. If you're in professional services and serious about growing your personal brand – this is a masterclass.

🌟 What You’ll Learn in This Episode

Why nothing Rachel Harris posts is accidental

How Accountant_She creates content that drives actual business

The strategy behind TikToks, Reels, and LinkedIn content

Why nurture content might “flop” – and still bring in clients

What accountants get wrong about social media

How to balance creativity and analytics as a marketer

Why Tamzin schedules time every week to fail on purpose

The importance of platform-specific styles and strategy

🎯 Key Takeaways

1️⃣ All viral content looks casual – but it’s never accidental

2️⃣ TikTok is for reach, Instagram is for trust, LinkedIn is for peers

3️⃣ Good marketing isn't luck – it's data, testing, and timing

4️⃣ Being KPI’d to fail forces creative risk-taking and growth

5️⃣ Reuse high-performing content with new hooks and formats

6️⃣ Recruitment, leads, PR, and authority can all come from social

7️⃣ Schedule content days – if it’s not blocked, it won’t happen

8️⃣ The right video with the wrong music can cost thousands of views

📖 Timestamps

0:00 Meet Tamzin Allinson: Social Lead at Accountant_She

1:00 What it’s really like managing content for Rachel Harris

2:20 Behind the viral sandwich video – it wasn’t random

3:30 Using your Gen Z brain (not your marketing brain)

5:10 What makes Rachel different from other financial influencers

6:30 Scroll-stopping tricks that actually work

8:00 Why TikTok, Instagram & LinkedIn need different content

10:50 When a “flop” becomes a paying client

11:30 How often they post on each platform – and why

13:30 The recruitment power of TikTok

15:00 Creative chaos meets analytical leadership

17:00 Why Rachel blocks two hours every week to film content

18:30 Tamzin’s big goal: take marketing off Rachel’s plate

20:30 How their PR strategy snowballed from one TV appearance

21:20 KPI’d to fail: Tamzin’s “creative failure” hours

23:00 Tips for accountants starting a personal brand

24:00 Connect with Tamzin online!

📌 Resources & Links

👉 Follow Tamzin on TikTok: https://www.tiktok.com/@lifebiteswithtaz

👉 Connect with Tamzin on LinkedIn: https://www.linkedin.com/in/tamzin-allinson-a01283210/

👉 Book a strategy session with Oli Eardley: https://www.addpeople.co.uk/consultants-oliver-eardley/

🎧 Listening on the move?

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🐣 Join the flock across our socials:

LinkedIn 💼: https://www.linkedin.com/company/the-eardley-bird-business-podcast/?viewAsMember=true

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💬 Got thoughts on the episode? Email us at eardleybird@addpeople.co.uk

📢 Like what you heard? Subscribe, share it, and don’t forget to hit the 🔔

#TamzinAllinson #AccountantShe #SocialMediaStrategy #B2BMarketing #ContentMarketing #TheEardleyBird #RachelHarris #TikTokForBusiness #MarketingForAccountants #GenZMarketing #ReelsTips #LinkedInContent #ViralStrategy #PersonalBranding2025

🎙️ Episode Introduction

In this episode of The Eardley Bird, Oli sits down with Phil Hobden, Head of Business Development at Sage and one of LinkedIn’s most active and authentic voices in the accounting tech space.

Phil’s built a loyal following of over 27,000 by being unapologetically human in how he shows up online and it’s paid off. From scaling influence without cold DMs to helping Sage win business through better storytelling, Phil breaks down how reputation, relationships, and relevance beat flashy sales tactics every time.

He also shares a behind-the-scenes look at Sage’s marketing strategy, what “authentic intelligence” really means, and why community always trumps campaigns. Whether you're growing your LinkedIn, building a B2B brand, or selling software into professional services—this one’s packed with gems.

🌟 What You’ll Learn in This Episode

Why human content outperforms sales pitches on LinkedIn

How to grow your reputation without chasing job interviews

The biggest marketing mistake B2B brands make in 2025

How Sage stands out in the AI and software market

Why credibility is easier to lose than gain—and how to keep it

How to build a genuine sphere of influence online

Why “authentic intelligence” is Sage’s not-so-secret weapon

Phil’s top 3 tips to grow a powerful LinkedIn profile

🎯 Key Takeaways

1️⃣ Build your fundamentals before chasing shiny tactics

2️⃣ Human-first content leads to deeper trust and better leads

3️⃣ If you do reputation right, you’ll never need to job hunt

4️⃣ Stop selling—start storytelling with people who care

5️⃣ Your internal champions drive more influence than ads

6️⃣ Commenting is the most underrated LinkedIn strategy

7️⃣ Credibility is built slowly but lost instantly

8️⃣ Go where the fish are, but know how to cast

📖 Timestamps

0:00 From Films to Selling to Accountants: Introducing Phil Hobden!

2:45 Why Work for Sage?

5:22 How Sage stands out in the Market

7:25 Authentic Intelligence: Sage’s Driving Force in the AI Market

10:45 A Day in the Life of a Business Development Manager

13:45 Sage’s Marketing Strategy Secrets

18:02 Building a Sphere of Influence

20:30 How Did Phil Start being Active on LinkedIn

25:02 Be More Human on LinkedIn, here’s why

30:59 Authenticity over Strategy, always

34:00 Grow Your LinkedIn to Over 25,000 Followers with these 3 Tips

41:10 How a Multimillion Pound Software Company Wins Clients

52:28 Connect with Phil Hobden on LinkedIn!

53:20 Outro

📌 Resources & Links

👉 Connect with Phil on LinkedIn: https://www.linkedin.com/in/philhobden/

👉 Learn more about Sage: https://www.sage.com/en-gb/

👉 Book a strategy session with Oli Eardley: https://www.addpeople.co.uk/consultants-oliver-eardley/

🎧 Want to listen on the go?

Spotify: https://open.spotify.com/show/4LlSwyTgQGawxfU50vnUES?si=ceaec797c79f41de

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💬 Got thoughts on the episode? Email us at eardleybird@addpeople.co.uk

📢 Like what you heard? Subscribe, share it, and don’t forget to hit the 🔔

#PhilHobden #LinkedInMarketing #B2BMarketing #ReputationBuilding #Sage #TheEardleyBird #AuthenticMarketing #CredibilityMatters #LinkedInGrowth #SalesStrategy #CommunityMarketing

What does it really take to build a personal brand that gets you clients, credibility and visibility? 🤔

In this value-packed episode, we’ve pulled together the most practical, punchy and proven personal branding tips from six powerhouse entrepreneurs, all previous guests on The Eardley Bird Podcast.

🧠 You’ll learn:

⭐️ Why most people only want to build a personal brand when it’s already working

⭐️ How to stay consistent (even when it feels pointless)

⭐️ The honest struggles behind the "highlight reel"

⭐️ Tactics that helped these founders grow audiences, book speaking gigs and win clients

Whether you're a business owner, marketer, or just starting your online journey, this is 10 minutes of straight-up gold. Just experience-backed lessons from people who’ve done it.

🔔 Don’t forget to like, comment and subscribe for more honest takes from UK business leaders.

📲 Follow these leaders on Linkedin:

Rachel Harris: https://www.linkedin.com/in/rachel-harris-a3192372/

Anastasia Ttofis: https://www.linkedin.com/in/anastasia-ila/

Jon Gregson: https://www.linkedin.com/in/jongregson/

Grace Hardy: https://www.linkedin.com/in/grace-hardy-maat-b3a6a91b4/

Kate Burt: https://www.linkedin.com/in/kate-burt-hiverisk-co-uk/

Kirsty Birch: https://www.linkedin.com/in/kirstybirchworkitwell/

🐣 Join the flock across our socials:

Apple Podcasts🍏: https://podcasts.apple.com/gb/podcast/the-eardley-bird-business-podcast/id1827916980

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LinkedIn 💼: /oliver-eardley

TikTok 🕺🏻: /eardleybirdpod

Instagram 📸: /eardleybird

💬 Got thoughts on the episode? Email us at eardleybird@addpeople.co.uk

📢 Like what you heard? Subscribe, share it, and don’t forget to hit the 🔔

#PersonalBranding #EntrepreneurTips #MarketingStrategy #TheEardleyBirdPodcast #SMBMarketing #LinkedInGrowth #Authenticity