TWI Woman of Substance – Deepshikha Sairam


Many of us on this planet use and/or are addicted to social media. Facebook, Twitter, Instagram – the like. We enjoy posting, perusing, getting ideas and tips in a relaxed, online setting. But now let’s meet someone whose vision goes beyond these and who thinks social media can be gainfully employed to purposes other than the regular browsing. Like marketing your business for example. Let’s meet Deepshikha Sairam, the founder and creator of Socialique Groupe.

AM: Welcome to TWI’s Woman of Substance Series Deepshikha! Let’s start with a little bit about your professional background. What did you do before Socialique came into existence?

DS: Thank you for having me. Before Socialique, I was a stay-at-home mom taking care of 2 kids. And before having kids, I worked with Bank of America back in India with their learning development department. My job was to train executives on soft skills such as Change Management, Leadership Skills etc. I graduated with a Commerce degree and even though I worked at a bank, the only time I have used my accounting skills is when I make Socialique’s P&L!

When my younger one was a year old, I really wanted to get back to work. To do something in my life other than being a mom. My husband traveled quite a bit, so I did not want to take up a job where I had to commute for hours or travel. I was looking for side gigs or a part time job, but I had no idea what would that be. Social Media Marketing kind of just happened and I realized that not only did I enjoy it, I was also good at it. After dabbling in it for an year, I decided to open my own company and that’s how Socialique came into existence.

AM: Tell us about the inception of Socialique, and what you do specifically for your clients.

DS: I help small business entrepreneurs gain more clients and customers through Instagram Marketing. I work one on one with clients and help them develop a marketing strategy that will best work for their niche.

I also have an online course called Sticky ‘Gram: Content that Converts. This course teaches small business owners to create content for Instagram that attracts their Ideal Customer and convert them into paying clients.

AM: What led you to the world of digital marketing? What platforms do you use, and why?


DS: It kind of just happened. I was already using Social Media for my personal use and with the rise of “online businesses ” and small businesses, there was a huge demand for using Social Media Marketing. Not only are these platforms free to use (minus the sponsored ads) but they also have a great reach.

I discovered how much I enjoyed it and was able to get my client’s results. So basically I turned my hobby (of being on Facebook and Instagram) into a profession.

I use Instagram and Facebook. They are the biggest social media platforms that exist today and my client’s customers and clients are there so it only makes total sense for us to be there too.

AM: Do you employ others in this venture, or are you a solopreneur? Tell us about how you manage your work-life balance.

DS: I am a one-woman team but from time to time, I hire people to work with me. I don’t think there is anything like a “work-life” balance – that’s a utopian world! What you make of it is your balance. It doesn’t have to be perfect, heck it doesn’t even have to be balanced. Sometimes my work takes importance and sometimes my kids do.

I do try to work in pockets of time, like when my kids are in school, or after bed time but like I said a perfect balance does not exist.

AM: For those of us new to this area, explain to us what the trends are in Instagram marketing, and what the future holds.

DS: Instagram is the hottest platform right now. With over a billion users, if you are a small business and you are not using Instagram as a marketing platform then you are losing out big time.

I believe Vertical Content (pics and videos that fit your mobile screen) is going to be huge in 2019. Instagram Stories are already  very popular and I predict, it is going to get even bigger in the coming year. Also Video Marketing is where the future is at. I encourage all small businesses to start dabbling in video.

AM: What social causes do you believe in? Do you have any plans to start your own?

DS: Our world is bleeding right now from every direction and there is no one cause that I believe in, there are several. Whenever possible, I give back, either in time or money or resources.

I do have a dream of starting my own charity in the future.

AM: Three books you think every solopreneur should read.

DS: The War of Art by Steven Pressfield, Start with Why by Simon Sinek and The Secrets of the Millionaire Mind by Harv Ecker.

AM: Who are/were your mentors in your career? Would you like to become one yourself, and if so, how would you influence women entrepreneurs?

DS: My mentors have been many. Some I haven’t even met in real life. My biggest mentor will always be my mom, who encouraged me to live my life with more purpose. Some of my other mentors are Marie Forleo and Tony Robbins.

I do believe as a woman entrepreneur and as someone who was raised in India and is trying to build a business in the United States, it is my moral responsibility to influence and empower other women and young girls. There are many ways to empower, but the biggest is action. Leading by example. If I can trail blaze a path, I can show them that it is possible and it can be done.

AM: Do you employ sponsored ads as part of your Instagram business page? Do those help in being more profitable?


DS: Yes I do, for specific launches. Sponsored ads can be very helpful but one has to know how to do it right. There is a lot of misinformation and incorrect advice related to facebook and instagram ads out there. So if any of the readers want to employ ads as a part of their marketing strategy make sure you work with someone who knows what they are doing and does not throw your money in the toilet.

AM: How do you ensure a wider reach – do you partner with other influencers?

DS: Working with influencers can see some boost in your Instagram following and actual sales too, but small businesses do not always have a budget of working with an influencer.

To ensure a wider reach, I believe you have to first begin with the smallest viable audience. Marketing isn’t about selling your products and services to masses. No product is for everyone. That’s the mistake most entrepreneurs, they try to sell their product or service to everyone. But when you set out to only serve the smallest viable market, they become your super fans and tell 100 more people about you and that’s how you reach a wider audience. It doesn’t happen overnight. Marketing is a snowball effect but if done right, always keeping the needs of your customer in mind, it can have an avalanche of an effect.

AM: And finally, where do you see yourself going? 2 years from now, 5 years from now? How quick are you to adapt to changing trends in this day and age of social media?

DS: Social Media changes every day and I am always adapting. As far as I am concerned, I see myself as the new emerging thought leader in the next 2-5 years for the young age entrepreneurs.

There might be a book in the making too! I do believe I was put on this earth for a purpose and I am on my path to fulfilling it.

Thank you very much for this interview Deepshikha, may your following increase! We wish you all the best in all your future endeavors!


Don’t know what to post on Instagram? Steal Deepshikha’s template of 40 engagement boosting Quotes and stop paralyzing over IG Content!


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