Joanne Sweeney is a leading voice in digital transformation - an Irish entrepreneur, digital strategist, and author with a passion for helping the public sector embrace the power of online communication. As the founder of the Digital Training Institute and the Public Sector Marketing Institute, Joanne has worked with government agencies, public bodies, and businesses to reshape how they connect with their audiences in the digital age.

In this episode, we explore what’s really happening in the public sector when it comes to digital marketing - how the mindset is shifting, where organisations are still struggling, and why clear, confident communication matters more than ever.

Joanne explains the most common mistakes made online during a crisis, what digital transformation actually looks like in real-world settings, and why some platforms are still underused by those who need them most.

She also shares valuable advice for business owners, from how to create a digital strategy on a tight budget to the key metrics every entrepreneur should be tracking. For those managing it all themselves, Joanne offers a realistic weekly routine and the tools she recommends to make digital feel less overwhelming and more achievable.

In our quick-fire round, Joanne reveals her favourite digital tool, her take on strategy vs. consistency, and the book she believes every business owner should read.

Whether you’re leading in the public sector or building your own brand, this episode is packed with practical insight and no-nonsense guidance.

Links from Episode

Joanne Sweeney:

Website - https://publicsectormarketingpros.com/

Podcast - Public Sector Marketing Show on wherever you get your podcasts

LinkedIn - https://ie.linkedin.com/in/jstalksdigital

Books

Joanne’s - Public Sector Marketing Pro

James Clear - Atomic Habits

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg Get 50% Off the first month using the discount code digg

Location partner for series 12 & 13 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.

Michael and Colette McNicholl founded McNicholl Caravans, a family-run business with over 45 years of success. With seven caravan parks across Ireland and Scotland, and a legacy of providing caravans for all kinds of needs, whether it's for their own parks, or another site, McNicholl Caravans has become a trusted name.

They share the journey of how they built their business from the ground up, including the unforgettable moment they sold their cattle to buy their first caravans. Michael’s determination to grow the business, even when funds were tight, and Collette’s support, show the strength and resilience that have made them a powerhouse partnership.

Their three daughters, Shauneen, Aisling, and Leanne, share their own insights, from the excitement of McNicholl’s growth to what makes caravan life so special for their customers.

As a family they reflect on the legacy of their two children, Natasha and Darren, whose memory lives on in the business, especially in the new ND phase at Atlantic View,in Ballycastle, a touching tribute that keeps their spirit alive.

An episode not to be missed because behind every successful business is a family, a dream, and a whole lot of heart.

We are delighted to be partnering with this amazing family for Series 12 of the Digg Podcast. Visit their website below and they can answer any questions you might have.

https://mcnichollcaravans.com/

Location Partner for Series 12 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September

Michéal Campbell is the Marketing Manager at Voduz, the powerhouse haircare brand behind one of TikTok Shop’s biggest live selling successes, generating over £400k in just 12 hours.

Michéal shares a behind-the-scenes look at how to grow your business using TikTok Shop, with proven TikTok live selling strategies that drive serious revenue and build brand loyalty.

Topics covered:

How Voduz built a repeatable system for viral sales.

Why consistency and community matter more than studio setups.

How TikTok’s affiliate and subsidy programs work for small businesses.

What makes a successful TikTok live host?

How to leverage organic content, flash sales, and giveaways to boost conversions.

Why TikTok Shop is outperforming traditional ecommerce platforms for DTC brands.

This episode is your ultimate guide to selling successfully on TikTok Shop.

Links from Episode

Michéal Campbell

LinkedIn:

https://uk.linkedin.com/in/mich%C3%A9al-campbell-3b83a6129

Voduz:

https://www.voduzhair.com/

Brought to you in partnership with ScoreApp

http://scoreapp.com/digg Get 50% Off the first month using the discount code digg

Location partner for series 12 & 13 - Carrickdale Hotel and Spa

https://www.carrickdale.com/ Use Digg20 to receive 20% off all stays booked for 2025, once booked by the end of September.