How do you stand out in a competitive industry, build a business people trust, and scale without paid ads? In this episode of Passion, But Make It Profit, Julia Foster sits down with Amy McMillan, owner of Custom Care Rehab, to talk about how she built a concierge physical therapy and wellness business in Northeast Ohio by doing the opposite of the traditional healthcare model.

Amy shares how she left the hospital system after 15 years, identified a real market need during the pandemic, and created an in-home physical therapy model that prioritizes privacy, convenience, discretion, and client-centered care. They also dive into niching down, why it actually makes your marketing clearer (not smaller), and how Amy expanded from vestibular therapy into orthopedics and women’s health by responding to demand.

In this episode, you’ll learn:

• How to stand out in your industry by solving real client pain points

• Why niching down helps you grow faster and build a clearer message

• How Custom Care Rehab scaled through networking, referrals, and strategic partnerships

• The “movement specialist” approach vs the traditional insurance-based physical therapy model

• How to close the education gap with storytelling on social media and weekly client recaps

• Why transparent pricing, HSA options, and better customer service create trust

• How a membership model can turn one-time services into recurring revenue

If you’re a small business owner, service provider, healthcare professional, or entrepreneur looking for smarter marketing strategies, relationship-based growth, and practical ways to differentiate your brand, this conversation is packed with real examples you can apply right away.

Find Amy McMillan and Custom Care Rehab:
Instagram: https://www.instagram.com/customcarerehab/
YouTube: Treat Dizziness at Home
https://customcarerehab.com/

Serving Northeast Ohio (online booking + free discovery call available)

Connect with Julia Foster:Instagram: https://www.instagram.com/justflourishmarketing/LinkedIn: Julia Foster

3 Social Media Marketing Mistakes Small Business Owners Make (And How to Fix Them) | Jessie Long

Alternate option if you want it slightly more searchable:

Top 3 Social Media Marketing Mistakes Small Businesses Make + How to Grow Engagement | Jessie Long

Are you posting consistently on social media but not seeing growth, engagement, or sales? In this episode of Passion, But Make It Profit, Julia Foster sits down with Jessie Long of Jessie Long Social Media Marketing to break down the top three social media marketing mistakes small business owners make and how to fix them.

Jessie shares real-world experience growing accounts like The Common Ground and Picklebacks to over 13,000 followers and 250,000 monthly reach in a small local market. Together, Julia and Jessie unpack simple but powerful shifts that can dramatically improve your social media strategy without overcomplicating your content plan.

In this episode, you will learn:

• Why only posting promotional content hurts your social media growth

• How to build brand connection by sharing your story and showing your face

• The importance of engagement strategy and why posting and ghosting kills reach

• How responding to comments and DMs boosts community and visibility

• Why talking to everyone means resonating with no one

• How to identify and speak directly to your target audience

• Easy social media marketing tips small businesses can implement immediately

If you are a small business owner, boutique owner, service provider, or entrepreneur struggling with Instagram growth, engagement, or content ideas, this episode will help you refine your social media marketing strategy and start creating content that actually connects.

Connect with Jessie Long:
Instagram: @jlongsocialmediamarketing
Facebook: Jessie Long Social Media Marketing

Connect with Julia:
Instagram + Facebook: @JustFlourishMarketing
LinkedIn: Julia Foster

Simple strategy. Real growth. Passion.

Imposter syndrome can quietly sabotage your growth, especially as a small business owner trying to market yourself, show up online, and charge what you are worth. In this episode of Passion, But Make It Profit, Julia Foster welcomes back Dereka Filer, owner of Recoup and Relief Counseling and Therapeutic Services with locations in Medina, Ohio and Dublin, Ohio, for a practical conversation on how to overcome imposter syndrome and build real confidence from the inside out.

Julia shares how imposter syndrome shows up in everyday business life. Second guessing your expertise, feeling like people will not take you seriously, and hesitating to post on social media because you are thinking, “Why would anyone listen to me?” Dereka breaks down why imposter syndrome often appears during seasons of growth, how it connects to self esteem, and how to identify when it is normal discomfort versus something deeper that needs attention.

In this episode, you will learn:

• What imposter syndrome really is and why it often means you are growing

• How self esteem and past experiences can fuel imposter thoughts in business and life

• Why your feelings are valid, but feelings are not facts

• How to find the root cause of imposter syndrome, including fear, perception, and old conditioning

• A simple proof file strategy for saving credentials, wins, reviews, and positive feedback for hard days

• How imposter syndrome impacts marketing, content creation, and showing up confidently on social media

• The difference between healthy growth discomfort and imposter syndrome that is truly holding you back

Dereka also shares updates on her work with the Daffodil Room Group, an infertility nonprofit working toward grant support for infertility resources and treatments, plus why seeking support through therapy, coaching, or mentorship can help you get outside your own head and step into your next level with confidence.

Connect with Dereka: recoupreliefcounseling.com (Ohio clients)
Follow Recoup and Relief and the Daffodil Room Group on Instagram and Facebook
Connect with Julia: @JustFlourishMarketing | justflourishmarketing.com

This episode of Passion, But Make It Profit is a little different—in the best way. What started as an off-mic conversation about outsourcing turned into a candid, real-time discussion worth hitting record on. In Part 2 with Carli Ty of Buttoned Up Brand and Marketing Consulting, Julia Foster and Carli dive into an honest, unscripted conversation about outsourcing for small business owners, virtual assistants, interns, and how to decide what’s actually worth delegating.

Rather than a step-by-step framework, this episode is real talk about what outsourcing looks like in real life—especially for women business owners, service providers, and moms who are juggling work, personal life, and burnout. Julia shares her experience hiring a virtual assistant through Global Hola, while Carli asks the questions many business owners are thinking but afraid to ask: When is it too early to outsource? What should I keep? What should I let go of?

• The difference between hiring interns vs virtual assistants

• When outsourcing saves money—and when it saves sanity

• Why “just because you can do it doesn’t mean you should”

• How outsourcing personal tasks (laundry, cleaning, errands) can support business growth

• Using platforms like Fiverr, Etsy, and freelancers to delegate without a full-time hire

• How outsourcing reduces mental load, burnout, and decision fatigue

• What tasks business owners should not outsource—and why

• How buying back a few hours a week can change your business and personal life

This episode is perfect for small business owners, marketing consultants, service-based entrepreneurs, and women in business who feel overwhelmed, stretched thin, or stuck doing everything themselves. If you’ve been wondering whether it’s time to outsource—or what outsourcing could even look like for you—this honest conversation will help you think through it without pressure or perfection.

Connect with Carli Ty at Buttoned Up Brand and Marketing Consulting
Connect with Julia Foster at Just Flourish Marketing
Virtual assistant resource mentioned: Global Hola

In this conversational episode, you’ll hear:

In this episode of Passion, But Make It Profit, Julia Foster sits down with Joelle Cole of Joelle Cole Photography to talk about branding for small business owners—and the difference between having a “pretty” Instagram feed and building a strategic, recognizable brand that actually drives sales. If you’ve been stuck chasing an aesthetic, unsure what to post, or wondering how to use brand photography to attract the right clients, this conversation breaks it down in a practical, actionable way.

Joelle shares her proven brand photo strategy (including brand discovery, a deep-dive brand questionnaire, and pre-shoot planning) so your photos aren’t just nice-looking—they’re purposeful visuals designed to support your marketing strategy, brand messaging, and customer journey. You’ll learn how to plan “storylines” for your photo shoot that highlight your process, your team, and what makes your business different—so your website and social media create trust fast and move people toward a purchase.

• The real difference between branding vs aesthetic (and why “pretty pictures” aren’t the same as a brand)

• How brand photography for small business supports your website refresh, social media content, and visual marketing

• Why stock photos can hurt trust—and how original photos improve your online presence

• How to clarify your ideal client / target audience, the problem you solve, and what makes your process unique

• How to map your 6–12 month business goals into your brand visuals (so your content attracts the right customers)

• What to include beyond headshots: behind-the-scenes, service process, team photos, and content-ready B-roll

Whether you’re a solopreneur, service provider, or local business trying to improve your brand identity, Instagram branding strategy, small business marketing, or content strategy, this episode will help you create visuals that build credibility, connection, and conversions—without losing the heart behind your business.

Connect with Joelle Cole Photography: joellecole.com
Connect with Julia: JustFlourishMarketing | justflourishmarketing.com

In this episode, you’ll learn:

Click here for full show notes

Setting boundaries as a small business owner can feel impossible—especially when you’re balancing clients, family, and the never-ending mental load. In this episode of Passion, But Make It Profit, Julia Foster sits down with Dereka Feiler, owner of Recoup and Relief Counseling and Therapeutic Services (now with locations in Medina and Dublin, Ohio), to talk about realistic boundaries for entrepreneurs, working moms, and service-based business owners.

Dereka shares what changed when she went from a fast-paced career (Child Protective Services) to owning a growing private practice—and how becoming a mom forced healthier boundaries around time, energy, and priorities. Together, Julia and Dereka unpack the difference between working in your business vs working on your business, why delegation can be a boundary tool, and how to time block when life is unpredictable (kids, customers, and “urgent” problems that jump the line).

You’ll learn practical strategies for:

• Setting boundaries at work and in your personal life without guilt

• Time blocking and why it doesn’t always work (and what to do instead)

• Managing the mental load of entrepreneurship, parenting, and daily life

• Creating a monthly “brain dump” task list (with time estimates) to reduce overwhelm

• The “basic needs vs self-care” mindset shift that changes everything

• Simple routines like the 5-4-3-2-1 reset to fit self-care into a packed schedule

• Building sustainable work-life balance as a business owner

If you’re an entrepreneur who struggles with overworking, burnout, people-pleasing, or constantly feeling behind, this episode will help you create boundaries you can actually stick to—so you can grow a profitable business without losing the heart behind it all.

Connect with Julia: @JustFlourishMarketing
Learn more about Dereka + Recoup and Relief Counseling (Medina + Dublin, Ohio) and the Daffodil Room Group (infertility nonprofit).

How can small business owners make the most of their marketing budget without wasting money on ads that don’t work? In this episode of Passion But Make It Profit, Julia sits down with Carly Saddoti, founder of Buttoned Up Consulting, to talk about paid advertising strategies that actually deliver results for entrepreneurs on a tight budget.

Carly brings over 20 years of experience in the advertising agency world, now helping businesses as a brand and marketing strategist and fractional CMO. Together, Julia and Carly dive into:

• How to decide where to spend your ad dollars (print, social media, Google, and more)

• Why knowing your target audience is the foundation of every successful campaign

• How to test and track ads so you stop wasting money and start seeing ROI

• When it makes sense to outsource advertising vs. DIY

• The importance of an omni-channel marketing approach for long-term growth

If you’re a small business owner, solopreneur, or local entrepreneur wondering if Facebook ads, Instagram, print, or Google are worth it, this episode will give you the clarity you need to maximize your marketing spend and grow with confidence

In this episode of Passion But Make It Profit, Julia sits down with Tara Haley of The Women’s Journal to uncover the art of telling your authentic story in business. Tara shares her 17+ years of experience helping entrepreneurs and organizations shine through storytelling, the proven ADA framework (Attention, Interest, Desire, Action), and why print media—yes, magazines and mailers—are making a comeback for small business marketing.

You’ll hear how to:

• Use the ADA method to craft compelling stories that connect with customers

• Leverage AI tools like ChatGPT to help uncover your unique brand story

• Blend traditional media (print, direct mail, custom magazines) with digital platforms for maximum credibility and reach

• Turn customer stories and educational content into powerful marketing assets that drive loyalty and sales

Whether you’re a solopreneur looking to share your story without feeling like you’re bragging, or a small business owner wanting fresh marketing ideas beyond social media, this episode is packed with strategies you can put into action today.

Tune in and learn how to market authentically, connect deeply, and grow profitably—without losing the heart behind your business.

If your industry feels overcrowded, this episode will give you the tools to finally stand out.

Julia sits down with Sam Steele, a real estate agent who’s mastered the art of attracting clients through social media — without cold calling, awkward sales scripts, or burning out.

In this episode, you’ll learn:

• How to use Instagram Reels to connect with your local audience (even if you’re camera shy)

• The “no lunch alone” networking strategy that turns strangers into business advocates

• How to build relationships with other local businesses so your marketing budget supports your community

• Why consistency matters more than perfection in content creation

• How Sam turned a single flip into a thriving real estate investing side business

Whether you’re a realtor, photographer, hair stylist, or any small business owner, Sam’s approach works in any industry. You’ll walk away with practical ideas you can start using this week.

Resources & Links Mentioned in This Episode:

• Follow Sam on Instagram: @thetopknot.realtor (or update link after rebrand)

• Follow Julia on Instagram: @justflourishmarketing

• Visit Just Flourish Marketing: https://justflourishmarketing.com

Let’s connect:

• Instagram: @justflourishmarketing

• TikTok: @justflourishmarketing

• Facebook: Just Flourish Marketing

If you loved this episode, please follow the podcast and leave a 5-star review — it helps more business owners find the strategies they need to grow without losing the heart behind their work.

Overwhelmed by social media? You’re not alone.

In this episode of Passion But Make It Profit, Julia sits down with Kristen McShane, founder of Simply Social Kristen, to answer the top 3 questions small business owners ask about social media strategy.

Whether you’re wondering how often to post, what type of content actually works, or how to grow without burning out — this conversation is packed with real, actionable Instagram marketing tips designed for busy entrepreneurs.

If you're a small business owner, coach, or creative trying to grow online without spending hours on content, this episode is for you.

You’ll learn:

• The truth about posting frequency (and how to find your rhythm)

• Reels vs. static posts vs. Stories — what actually works in 2025

• How to simplify your content strategy while still getting results

• Why quality content beats the algorithm every time

Tune in and learn how to show up consistently, authentically, and strategically — so your content actually converts.

Time Stamps:

00:00 – Welcome + Meet Kristen McShaneHow Kristen turned a layoff into a thriving social media business helping overwhelmed business owners grow online.

03:00 – How often should you post?Kristen explains why two strong posts a week are better than five rushed ones — and how to stop chasing trends you can’t keep up with.

07:15 – What type of content performs best?The difference between Reels, static posts, Stories, and carousels — and how to use them strategically for growth and connection.

12:30 – What actually matters on social media?Kristen and Julia share why authenticity and consistency beat hashtags and hacks every time — especially for service providers and small product-based businesses.

16:45 – What going viral really doesGoing viral doesn’t mean getting sales. Kristen shares a cautionary tale about attracting the wrong audience — and why a small, engaged following wins.

20:00 – First post ideas for beginners
Don’t know what to say? Start with your “why.” Kristen shares how to create your first post and build a simple strategy from real conversations with customers.

22:45 – Final thoughts + where to find Kristen
Learn more about Kristen’s consulting, account management, and Power Hour sessions at @simplysocialkristen.