Social Goals: Social media strategy for small businesses

What’s the difference between “just copy” and compelling messaging that actually connects? In this episode of Social Goals , Kat sits down with Kira from Handle and Hone to unpack the essential (and often skipped) foundation behind great marketing: messaging strategy. Together, they dive into why your words may not be landing—even if you're using the “right” templates—and how to create a message t...

In this solo episode, Kat unpacks why your story matters more than you think—and how sharing it authentically on social media can transform your business. Learn why your “why” is often the missing piece in your marketing strategy and how to uncover and share it confidently, even if it doesn’t feel “big enough.” Kat also walks you through a practical brainstorming exercise to start identifying the...

In this breaking-news episode, Kat Tepylo Murphy is joined by Canadian lawyer Jaime Bell to unpack the controversial updates to CapCut’s Terms of Service—and why they matter to small business owners, social media managers, and creators. Jaime explains how CapCut now claims sweeping rights to any content you upload—including drafts—and why this could impact your copyright, your clients, and even yo...

Sometimes the best-performing content is the least polished. Kat and Mariah dive into why embracing playful, real-life moments in your content can be a game changer for your business. They discuss the power of creating alongside friends, how to build your brand voice through low-pressure Reels, and why showing up imperfectly often leads to deeper audience connection. They also share strategies for...

Social media growth doesn’t have to mean burnout. In this solo episode, Kat breaks down a realistic and human-centered approach to reaching your next 1,000 followers. Learn why attracting the right followers matters more than going viral, how to create consistent content with ease, and the importance of balancing online visibility with offline connection and rest. Whether you’re just getting start...

In this episode of Social Goals , Kat sits down with Heather Litster — holistic health practitioner and founder of Moon & Bloom — to talk about creating content that flows with your energy, not against it. Heather shares how one reel went viral (over 3.5 million views!) and the unexpected emotional weight that followed. Together, they unpack how to prepare for virality, why capturing simple B-...

Small businesses don’t need clickbait or manipulation to thrive. In this episode of Social Goals , Kat is joined by copywriting expert Maddy Aucoin to share how small business owners can use authentic, honest marketing to build real community — without relying on sleazy sales tactics or viral trends. They discuss the dangers of fear-based messaging, why trust and transparency matter more than ever...

Marketing data doesn’t have to be overwhelming. In this episode, Kat and Ally bust the myth that analytics are only for big brands and dive into how beginners can harness simple data to make better decisions. From Instagram metrics to checkout optimization, they explore the real reasons small businesses should start using data now—not later. Kat and Ally break down: Why data matters more for new o...

In today’s episode, Kat shares how small-town and local-based entrepreneurs can leverage social media to connect authentically with their nearby audience. From strategic engagement to location tagging and hashtag tips, she walks through exactly how to become a visible and valued part of your local online (and offline!) community. What You’ll Learn: Why local engagement is a smart growth strategy—e...

If you've ever thought personal branding meant sharing your entire life on social media, this episode is here to change your mind. Kat is joined by branding photographer and coach Maddie Peschong for an honest, energizing convo about building a personal brand online— without sacrificing your privacy. They dig into the real reasons personal branding matters for every business owner, how even introv...

In this episode of Social Goals , Kat sits down with Samantha Perry—multi-passionate entrepreneur and founder of Samantha Ann & Co.—to talk about how she built not one, but three thriving businesses rooted in authenticity, creativity, and community. From humble beginnings making DIY pallet signs to running a bustling home décor storefront, a stunning wedding venue, and a home styling service,...

If you've been obsessing over your Instagram bio, trying to make it perfect once and for all, here’s some relief: your bio is meant to change ! In this episode, Kat Tepylo Murphy explains why your Instagram bio is a living document and how you can strategically adjust it as your business evolves. Learn why your bio isn’t just about what you do, but also about what your content does for people. Wha...

Is your Instagram bio working for you or against you? In this episode, Kat Tepylo Murphy puts ChatGPT to the test by having it write her Instagram bio—then breaks down where AI gets it right, where it falls short, and how you can create a bio that actually connects with your audience. If your bio is bland, generic, or just not you , this episode is packed with insights to help you fix it. What You...

In this powerful episode of Social Goals, The Pod , host Kat Tepylo Murphy welcomes farmer and advocate Emma Lee Harrison from Harrison Hill Farm to discuss the importance of authenticity in online spaces, particularly on Threads. Emma shares her journey of using her farm's social platforms to build a supportive community, speak up for human rights, and create a safe space for open conversations....

In this episode of Social Goals , Kat Tepylo Murphy sits down—literally, on the studio floor—with business friends Maddy (@bymaddyaucoin), Ally (Akari Digital), and Mariah (Mariah Makes It Happen) to spill their biggest content icks . From cringe-worthy hooks to misleading marketing tactics, they’re calling out the content trends that just don’t work—and sharing better strategies to keep your audi...

Your Instagram profile is more than just a collection of posts—it's your digital storefront and first impression. In this episode, Kat shares practical strategies to make your profile stand out, connect with the right audience, and boost your discoverability on the platform. From an Instagram audit to tips for bio creation and link optimization, this episode provides everything you need to level u...

Trending audio is fun, but in 2025, it's not enough! In this episode of Social Goals , Kat Tepylo Murphy breaks down why original audio—your voice, your story, your expertise—should be a core part of your content strategy. Learn how to cut through the noise, build stronger connections, and make your audience trust you enough to buy from you. Kat shares three powerful ways to use original audio, pl...

Are hashtags still relevant on Instagram in 2025? If so, how many should you use? Should you still include 30, or is less more? In this episode of Social Goals , Kat breaks down the current state of hashtags and how they impact discoverability on Instagram today. You'll learn the best hashtag strategies for local small businesses, including how to choose the right hashtags for your posts, where to...

What's your story? In this debut episode of Social Goals , Kat shares her journey from small-town dreams to building a thriving social media agency—only to realize that success didn’t look the way she had imagined. After experiencing extreme burnout and a big injury, she made the bold decision to restructure her business and realign with her passion: supporting small businesses in a way that is fu...

Welcome to Social Goals —the podcast that teaches social media and marketing strategies that actually work for your local small business—without dancing trends, posting three times a day, or burning out. Hosted by social media strategist Kat, this trailer gives you a sneak peek into what Social Goals is all about. Every Monday, you'll get quick, actionable lessons, real conversations with small bu...