EP 252 Ethical Marketing, Outsourcing, and Building Trust in Business with Dawni Baxter

In this episode, Shannon sits down with Dawni Baxter — founder of a boutique marketing agency and a multi-passionate entrepreneur leading the movement in ethical, human-first marketing. Dawni brings a refreshing perspective to an industry filled with noise, inflated promises, and confusing pricing structures.

Together, Shannon and Dawni dive into:
✨ How to navigate marketing relationships with confidence
✨ Why transparency and trust are the backbone of ethical marketing
✨ What to look for (and avoid) when hiring a marketing agency or contractor
✨ The power of outsourcing — even when it feels uncomfortable
✨ Why real marketing results require time, patience, and accurate data
✨ How fractional marketing directors provide expert support without bloated retainers

Dawni shares why she helped develop the first global regulation for social media managers in the UK, and how her agency champions organic reach and integrity over pushy sales strategies.

This conversation is a must-listen for any entrepreneur — especially solo retreat leaders — who wants to grow sustainably, avoid costly marketing mistakes, and build relationships rooted in alignment and trust.

Key Takeaways

• Ethical marketing is about humans first, not hustle culture.
• Due diligence is essential — marketing professionals are great at marketing themselves.
• Trust your instincts: if a partner feels off, overpriced, or vague, walk away.
• There is no standardized pricing in marketing — and that’s exactly why transparency matters.
• Fractional marketing directors are a powerful option for small businesses who need strategy without full-time overhead.
• Outsourcing is uncomfortable — but it’s one of the fastest ways to grow as a founder.
• Real marketing results come from consistent data over 12–18 months… not overnight “miracles.”
• Quick exits from misaligned relationships often save you more time and money than sticking it out.

Listen to This Episode If You:

• Want to better understand Tantra from a grounded, professional lens.
• Are interested in how men can contribute meaningfully in the retreat space.
• Need inspiration for creating safer, more inclusive, and more profitable retreats.
• Are a retreat leader looking to blend purpose and profit without compromising integrity.

About Dawni Baxter:

Dawn Baxter is a Social Media and selling guru. Multi Business owner including Beyond the Dawn Digital LTD a full house digital marketing brand & agency. Dawn is passionate about helping female entrepreneurs build sustainable brands, community and sales using social media as a connection tool.

A leading UK female entrepreneur in digital business systems and strategy, social media, sales and audience growth. Dawn successfully builds digital business models that increase income, and can be actioned both remotely and around the important things in your life, like children, friends and loved ones.

Dawn has had careers in sales, customer service, buying & merchandising sector and corporate retail within some of the biggest luxury brands in the UK

In 2020 her offers of coaching and training in all areas to service and product based businesses alike helped self employed and SME's to navigate through the Covid Crisis and get their offerings in the digital space. Many made more income than with their previous business model.

She has a passion to support small business and the entrepreneurial spirit and inspire people to try the careers that can make them truly happy. Dawn believes in personal growth and has put herself through numerous trainings in graphic design, digital marketing, Coaching and Positive Psychology to be able to pursue her dreams and is always constantly learning and upscaling. She is warm and inclusive and wants to make the world a pretty place.

Connect with Dawni: www.beyondthedawndigital.com 

 

The Retreat Leaders Podcast Resources and Links:

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• Top 5 Marketing Tools Free Guide
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• Join Shannon in Denver at the Retreat Industry Forum 
• Join our LinkedIn Group
• Apply to be a guest on our show

 

Thanks for tuning into the Retreat Leaders Podcast. Remember to subscribe for more insightful episodes, and visit our website for additional resources. Let’s create a vibrant retreat community together!

 

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TIMESTAMPS

Dawni’s Background & Ethical Marketing (00:01:20) Dawni shares her multi-passionate journey, agency’s human-first approach, and creating the first regulation for social media managers.

Changing Perceptions of Marketing Agencies (00:02:40) Discussion on negative perceptions of marketing, ethical standards, and the agency’s quality standard.

Misconceptions About Marketing Agencies (00:04:52) Shannon and Dawni address common fears: high costs, unclear returns, and the importance of organic reach.

Due Diligence & Evaluating Agencies (00:05:51) Dawni explains why skepticism is healthy, how to vet agencies, and the importance of transparency and value.

Pricing Structures & Transparency (00:09:12) Dawni reveals the lack of regulated pricing in marketing and tips for assessing agency pricing and openness.

Value of Exploratory Calls (00:10:11) Advice on seeking agencies that offer value upfront and the significance of exploratory calls.

Retreat Industry Forum Announcement (00:10:46) Shannon promotes the upcoming Retreat Industry Forum event in Denver.

Importance of Marketing Support for Solopreneurs (00:12:17) Shannon emphasizes why solopreneurs need marketing support, either in-house or outsourced.

Fractional Marketing & Flexible Support (00:13:35) Dawni discusses affordable, flexible options like fractional marketing directors and short-term contracts.

Testing Agency Relationships & Learning (00:17:32) Encouragement to try agencies on a trial basis, learn from mismatches, and adapt as needed.

Red Flags & Relationship Building (00:18:28) Shannon shares a negative agency experience and stresses monitoring alignment and communication.

Marketing as Relationship Building (00:19:39) Dawni compares marketing to dating, emphasizing gradual trust-building and the value of expert guidance.

Letting Go & CEO Growth (00:23:08) Dawni describes the transformation when entrepreneurs trust experts, leading to business and personal growth.

Outsourcing Before You’re Ready (00:24:18) Advice to outsource marketing a step before feeling ready, without causing financial strain.

Financial Stretch & CEO Space (00:25:25) Shannon shares her experience with hiring help, creating space for CEO-level work, and the need for expert eyes.

Timeframe for Marketing Results (00:27:01) Discussion on realistic expectations for marketing ROI, typically requiring at least six months.

Data, Metrics, and Long-Term Strategy (00:27:25) Dawni explains the importance of data, why viral moments can be misleading, and the need for long-term analysis.

No Quick Fixes in Marketing (00:31:38) Dawni debunks quick-result promises, emphasizing testing, adaptation, and the impossibility of guarantees.

Global Relevance & Dawni’s Work (00:32:47) Shannon notes Dawni’s agency works worldwide and mentions Dawni’s recent photo shoots.

Social Media Content & Travel (00:33:31) Dawni shares about creating social media content in various international locations.

Closing & Farewell (00:34:10) Shannon thanks Dawni, wraps up the episode, and shares where listeners can find more resources.