Start Here — Who We Are and Why It Matters
Hi, I am Ashley. Here is what you need to know about us.
I started Tigreaux after spending 12 plus years working inside some pretty big organizations including Kringle Candle Company and Specialty Bolt & Screw, across direct-to-consumer, B2B, retail, e-commerce, and higher education. What I kept seeing was that the small businesses who needed great marketing the most were the ones nobody was building it for. So I built Tigreaux specifically for them. We always lead with strategy and do not lock you into year-long contracts. No making things more complicated than they need to be. When I am not working, I am hiking, at the beach, reading something, or lying awake at midnight because a marketing idea decided that was the right time to show up. Most importantly, I a mom to my beauitful and witty daughter Amara and to Quinn, who you will meet in an upcoming post.
Mack is our Creative Strategist and she is genuinely one of a kind. Her background in non-profit work means she thinks about community and impact first, which is exactly the perspective our clients need. The most important thing you need to know about Mack is that she actually cares about our local communities and supporting small businesses. Her creative instincts have always been ahead of where the market is going, even if she does not fully recognize that herself. When a client needs us to go deeper than tactics and figure out how to visually present that business, that is Mack excels.
Quinn is our Chief Barketing Officer and an Australian Shepherd who takes her job very seriously. She herds everyone into their lanes, makes sure nobody has been sitting still too long, and has reviewed every single strategy document by sitting directly on top of it. She is also a genuine asset to calming nerves. People love her, especially us!
Tone of Voice
How We Sound — and Why It Matters
This is probably the most important section in this whole document, so read it carefully. Our voice is what makes people trust us before they ever hire us. Every caption, every story, every comment reply should sound like a real person who knows what they are talking about and is not trying to impress anyone with it. We are not a corporate agency and we are not trying to sound like one. We talk to business owners the way a knowledgeable friend would, directly, warmly, and without making them feel stupid for not already knowing this stuff. When you write anything for Tigreaux, ask yourself: would a real business owner find this helpful and easy to understand? Or does it sound like marketing copy? If it sounds like marketing copy, rewrite it.
Down to Earth
Trustworthy
Friendly
Approachable
Occasionally Funny
Confidence-Inspiring
My Non-Negotiables — Please Read These More Than Once
No em-dashes. No double dashes. I am serious about this one. Not in captions, not in scripts, not in story text, not anywhere. If you feel the urge to use one, replace it with a period or restructure the sentence. This is a hard stop.
No choppy sentence fragments in body copy. "Real results. Real people. Real businesses." works as a headline. In the body of a caption it just reads as lazy writing. Write in complete, flowing sentences. Headers can be punchy. Paragraphs should breathe.
No jargon. Before you use a marketing term, ask yourself: would a plumber or a restaurant owner know what this means without Googling it? If the answer is no, write it in plain English. Our clients are smart business owners, not marketers. Respect that.
No conditional "if this, then that" sentence structure. It reads as weak and hedging. We do not hedge. We say what we mean directly and let people make their own decisions with it.
Go easy on emojis. They are not banned, but they are not a substitute for good writing. If you are using an emoji because you think it makes the post feel more lively, that is a sign the writing itself needs work. Fix the writing first.
Our Clients — Know These Inside Out
The Roberts Group
- Pioneer Valley real estate developer with roots going back to the 1850s. They are a legacy organization and that matters in how we talk about them.
- We manage their full Instagram presence at @roberts.group. This is an active, ongoing client relationship.
- Their mission is world-class living at every age and stage. Every piece of content we create for them should reflect that. Community first, always.
- Content includes available units, resident milestones, community highlights, and Pioneer Valley life. We are not just posting apartments. We are telling a community story.
- Before you write anything for them, spend time reading their past posts so you understand the voice we have built for them.
Blooms by Sara
- Sara creates extraordinary, one-of-a-kind floral arrangements. Her work is genuinely stunning and the brand needs to reflect that level of craft.
- We are currently in the middle of building her new website. We use a zero-downtime process, which means her existing site stays live the whole time while the new one is built on a separate preview URL. When everything is approved, we switch. No disruption to her business.
- This is a good example to know because we use this same process for all website rebuilds. You will hear me talk about it often.
- Follow her at @blooms.bysara so you understand the aesthetic we are working with.
Buddy Love Dog Rescue
- Every year, we donate a complete website build to a nonprofit we genuinely believe in. This year that is Buddy Love Dog Rescue. The entire website was built and donated by us, no charge.
- They place 25 or more dogs per month through a full digital ecosystem we built: foster portal, adoption applications, and donation integration.
- Mack and I both care deeply about animal rescue. This is not just a marketing decision. It is personal, and the content we create around it should feel that way.
- Visit buddylovedogrescue.org to understand what we built for them.
Ashley Reviews It All
- This is my personal reviews blog and it doubles as our live development sandbox. Any new tool, plugin, or technique gets tested here on a real site before it ever touches a client project.
- It is built with custom post types, calculated review scoring, affiliate links, and Ajax filtering. I built it myself and I use it constantly.
- I mention it here because you will hear me reference it. It is also a good example of how I think about web development: test on yourself before you touch someone else's livelihood.
- Visit ashleyreviewsitall.com if you want to see it.
Post Formats — What Each One Is and When We Use It
When to Post — And Why These Times Actually Matter
Instagram
- Best days: Tuesday, Wednesday, Friday. These are not arbitrary. People are most active mid-week before the weekend scroll patterns change.
- Best times: 9am to 11am and 1pm to 3pm. Post when people are taking a break, not when they are deep in work.
- Reels: Tuesday and Thursday 9am to 11am specifically. The algorithm favors Reels that get early traction.
- Stories: Post in the morning around 8am and again in the evening around 7 to 9pm. Two touchpoints in a day is the right cadence.
Facebook
- Best days: Wednesday, Thursday, Friday. Our Facebook audience skews toward established business owners who are most active mid-week.
- Best times: 9am to 11am and 1pm to 4pm. Same logic as Instagram. Catch people in a browsing window, not a working one.
- Video performs best on Thursday morning. Save your video content for that slot on Facebook specifically.
- Weekends are quiet for business-focused content. Do not waste a strong post on a Sunday morning here.
LinkedIn
- Best days: Tuesday, Wednesday, Thursday without exception. Friday starts to drop off. Monday people are catching up and not in a reading mindset yet.
- Best times: 8am to 10am and 12pm. The commute window and the lunch break are the two strongest slots on LinkedIn.
- Wednesday morning is the best single time slot we have on this platform for thought-leadership content. Use it for our strongest posts.
- Do not post on weekends. Seriously. LinkedIn is a work platform and weekend posts get ignored.
TikTok
- Top days: Tuesday, Thursday, Friday
- Best times: 9am to 11am and 7pm to 9pm
- The algorithm cares more about completion rate than post time
- Your hook quality matters more than anything else here
Resources I Want You to Work Through
Here are some great resources to learn more about some of the tools we use. Focus on at least the Google Digital Garage and HubSpot certifications. The platforms change constantly and the best way to stay ahead of them is to never stop learning. I will add to this list over time. If you find something worth adding, tell me.