Social Goals: Social media strategy for small businesses

Three content ideas, three different goals. And all of them are ones you can actually create this week. In this "What to Post This Week" episode, Kat breaks down three content formats that will help you show off your personality, highlight your products or services, and connect with your audience in a real, human way. What you'll learn 👀 Video carousels are a newer format where each slide is a sh...

You've seen the headlines: "I grew 3,000 followers this month from trial reels!" but is that actually a strategy small businesses can replicate? In this episode, Kat breaks down the truth about trial reels, why the creators hyping them aren't telling the whole story, and what a realistic, time-smart trial reels approach actually looks like for makers, service providers, and local businesses. Key T...

Ever wonder what a realistic content creation week actually looks like for a small business owner? In this episode, Kat breaks down her entire weekly content flow — from the ongoing research and ideation phase to batching social posts on Monday morning, recording the podcast, and planning emails. You'll learn why batching beats creating on-the-fly, how to ask the right questions to generate post i...

Forget content "balance". What your business actually needs is a content flow . In this Social SOS episode, Kat answers a question from a brand photographer inside the Social with Kat Club who wants to know how to balance educational, personal, and sales content without a formal launch period. Kat breaks down why the idea of balance is a myth (for your content and your life), and shares a practica...

I'm joined by one of my favourite follows of all time, Kalin Sheick — florist, storyteller, boundary queen, and founder of Sweetwater Floral — for an honest conversations about building community on social media. Kalin has built Sweetwater Floral to over 46K Instagram followers and her personal brand, Kalin Sheick to 27K+ through 12 years of consistent, authentic storytelling. And she's here to sh...

This week's podcast episode features a Social SOS — a listener questioner! We dive into one of the most important questions for service providers and coaches: how do you build trust quickly on social media? Spoiler: it's not about picking the "right" content type. It's about community content — content that makes your audience feel deeply seen. In this episode: 🫶 Why the real foundation of trust...

I'm just going to tell you what to post. In this episode (the first of a monthly series!), Kat breaks down three ready-to-create posts you can add to your content calendar for the week ahead: low-effort and high-impact ideas rooted in strategy to help you scroll less and sell more. In This Episode Why consistency doesn't mean posting the same amount every single week The difference between "launch...

"B-roll" gets thrown around a lot in the social media world, but what does it actually mean — and how do you use it well? In this episode, Kat breaks down exactly what B-roll is, how to film it effectively with just your phone, and gives a tailored shot list for every type of small business owner. Key Takeaways B-roll defined Filming tips for better B-roll Shot ideas by business type How to stay o...

This week's episode is a special one! It's the first listener question episode! Kat answers a question submitted by an Ontario flower farmer asking what to post on social media during the off-season. Whether you're in agriculture, a product-based business with slow seasons, or a service business that's fully booked, this episode is packed with practical content ideas for your "downtime." Key Takea...

It's February 2026, and if you're feeling like social media is louder, harder, and more soul-crushing than ever — you're not wrong. But here's the thing: this year isn't about doing more content or chasing every trend. It's about being intentional, strategic, and (dare I say) a little braver with how you show up. In this episode, I'm breaking down what a real 2026 social media strategy looks like...

We’re halfway through January, and no — I didn’t do a “new year, new me” vibe this time around. But I did finally sit down to look back at my content from 2025, and in this episode, I’m sharing what worked, what flopped, and what I’m taking with me into 2026. From a quick holiday carousel that brought in over 100 new followers to a sad-girl Blue Jays reel that unexpectedly blew up, I’m walking you...

In this refreshingly honest episode of Social Goals , host Kat Tepylo Murphy sits down with Ashley Wyatt—creative director, mom of two under three, and founder of Monarch Design Co. Ashley shares her winding journey from teaching herself calligraphy to becoming a sought-after branding and web design expert. She dives deep into building a business that honours motherhood, managing marketing without...

As small business owners, we often dismiss our daily routines as “boring” but that’s exactly what makes them valuable on social media. In this episode, Kat explains why your everyday behind-the-scenes is a superpower , not a snoozefest. With two actionable content ideas to try today, you’ll discover how to turn the mundane into magnetic content that keeps your audience cheering you on and clicking...

In this episode, Kat tackles one of the most misunderstood and ever-changing parts of social media: hashtags . With Instagram now testing new limits of just 3 to 5 hashtags per post , this episode unpacks what’s really happening, how it affects reach and discovery, and what local small business owners should do to stay strategic — and sane — on social media. What this episode covers 👀 Instagram i...

If marketing feels like a chore, your audience can tell—and your results will suffer. In this energizing solo episode, Kat breaks down the mindset shift that every small business owner needs: fun is not just a bonus, it’s the key to effective marketing . Kat shares how embracing joy in your content creation can radically transform engagement, consistency, and connection with your community. From h...

Black Friday is one of the noisiest times on social media—but that doesn’t mean you have to run a sale to be heard. In this episode, Kat breaks down powerful strategies for both participating in and opting out of Black Friday promos without sacrificing connection, sales, or your sanity. Whether you're launching your biggest sale of the year or skipping it entirely, you’ll learn how to show up inte...

After a brief podcast pause (because life happens!), Kat returns with the most adorable guests yet— her kids! This candid, cozy, and laughter-filled episode is a nod to all the multitasking, magic-making parents running businesses and raising families at the same time. Get ready for giggles, kid logic, and the kind of joy that reminds you why you started your business in the first place. From swee...

Lisa Couture, founder of Couture Candy, joins Kat for a heartfelt conversation about running a small business rooted in kindness and community. From launching during the pandemic to navigating multiple storefronts and getting serious about social, Lisa offers an honest look at the emotional and practical realities of entrepreneurship. Learn how Lisa built a loyal following, grew her Instagram by 5...

Branding is so much more than picking pretty colours—it’s about alignment, storytelling, and owning your space as a leader. In this episode, Kat sits down with Stacy Aguilar, brand and web designer, strategist, and creator of The Good Design Method , to talk about building a visual identity that actually works . Stacy shares how to avoid visual boredom while staying consistent, why design is an ac...

In this episode of Social Goals , I sit down with Canadian maker Bonnie Smith — the creative force behind Concrete Barn Co. and CBCo. Designs . From managing three Instagram accounts to batching a week of content in just two hours, Bonnie offers real, relatable insight into what it’s like to wear all the hats . You’ll walk away with practical strategies for streamlining your content and showing up...

In this epi of Social Goals , I chat with farmer, florist, and creative entrepreneur Kelsey Jibb , the powerhouse behind Cold Springs Flower Farm in Cobourg, Ontario. As a busy mom of three, Kelsey shares how she juggles farming, motherhood, and marketing — all while building a flower business that’s anything but boring. Kelsey opens up about her journey into content creation, how social media bec...

When you’re a small business owner who prides yourself on supporting local, what happens when someone calls you out— for buying Starbucks? In this heartfelt episode, I open up about a personal experience that left me spiralling and the lessons I learned about imperfection, judgment, and the pressure to perform perfectly as a values-driven entrepreneur. I also share how this moment became a catalys...

If you’ve ever found yourself doom-scrolling at night instead of doing something you actually enjoy (hi, guilty), this episode is for you. I’m sharing the biggest game-changer I’ve made when it comes to phone boundaries — getting a business-only phone — and all the little tweaks I’ve tested to help me feel better and create better. This one's about giving yourself some breathing room from the apps...

There’s no rule book for running a business and raising kids — and the picture-perfect version we see on social media often does more harm than good. In this episode, Puja and I go deep into the reality of ambition, motherhood, and identity as women entrepreneurs. From introvert-friendly ways to show up online, to the importance of separating your personal brand from your business brand, to lettin...

Instagram has rolled out three new updates this week — and they’ve got small business owners talking. In this episode of Social Goals , I break down: The controversial new Map feature and why you should think twice before turning it on. How to use Reposts strategically to boost engagement without hurting your analytics. What the new Friends tab in Reels means for your content visibility. You’ll wa...