Digging My Way From a High Street Shop to a Top‑3 UK Podcast — with Caroline O'Neill

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 ### Links - Raise Your Visibility LIVE, Belfast, 7 and 8 October: https://louisebrogan.com/raise-live/ - The Digg Podcast: https://podcasts.apple.com/gb/podcast/digg-podcast/id1550452496 Caroline on LinkedIn https://www.linkedin.com/in/carolineoneilldigg/ Instagram: https://www.instagram.com/diggforsuccess/ Takeaways: - 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.