We had the good fortune of connecting with Laura Aronoff and we’ve shared our conversation below.
Hi Laura, what was your thought process behind starting your own business?
I wanted to disprove the “starving artist” story. I am a professional dancer in the beginning stages of my career. For many dancers, it takes 4-6 years to start working consistently to the point that your art can pay all of your expenses. And we are forced to find side jobs that can be flexible with our audition and rehearsal schedules. I wanted to find a way to make money while I was sitting in an audition room waiting to be seen for 5 hours every day. One day my family friend (who owns a dry cleaning business) said to me, “You’re a millennial right? Can you do our Instagram?”. So I started taking videos and pictures of this amazing family owned dry cleaners. That was my first client. Then by referral I gained another. And another. Now I have small business clients all over the country. I do their social media every day while I wait to be seen at auditions (pre-pandemic) and in my down time when I’m not training. I’ve learned SO much by experience with each individual client and have fallen in love with the work and results for each business.
What should our readers know about your business?
I have 2 businesses. One of them is my dance career. I have trained my entire life to be a dancer, but when I entered the industry I learned to see my career as a business- with its own brand, strategy, values, target audience, etc. My other job is my social media work for small businesses. I do everything for my clients from “Instagram lessons” and profile set up, to long term strategy and posting schedules. These businesses are located all over the country and span across a variety of industries from home decor, to professional dance companies, fitness studios and even dry cleaning. I have a degree in Communication from Tulane University, but truthfully, I have learned the most by experience with each individual client, as they are all different and have unique needs and goals. Of course I have my online sources and go down rabbit holes of research about the changing algorithm and best practices for the crazy and confusing world that is social media. But the most important thing I’ve learned thus far is that success comes when I fall in love with the business itself. Each small business client has a story behind their business that has made me cry. When I meet with a potential client I try to get to know everything about the business’ history and the people behind the brand. If I fall in love with their cause and purpose for operating, and if I can identify with what fuels them to work every day, then I will catch the same contagious fire and give everything I have to see this business grow on social media.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
When my best friend comes to visit I take her to the BeltLine! We’d start the day by grabbing a donut and coffee at Revolution Donuts. Then we’d stroll through Krog Street Market and maybe grab a chocolate bar from XOCOATL and shop at The Merchant. Then stroll along the BeltLine til we get hungry and grab some oysters and Happy Hour drinks at BeetleCat. We would then go to the roof at Ponce City Market for a drink and dinner at 9 Mile Station. The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
This Shoutout is dedicated to my father. He started to teach me about saving, owning your own business, building income and financial independence before I even knew how to tie my shoes. He inspired me to plan for the future- so that I could make my dreams come true by having the foresight to build my empire in advance.
Bubba Carr. Rachel Monteleone