Social Goals: Social media strategy for small businesses

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 through the posts that performed, the ones that didn’t, and — more importantly — why. If you’ve been feeling the pressure to have everything figured out by January 1st, this is your reminder that your timeline is valid, and it’s never too late to start fresh.

Plus, I’ll show you how to run this kind of content review for your own business so you can head into 2026 with way more clarity and confidence.

In this episode:

• My most viewed post of the year — and why it took 10 minutes to make
• The Blue Jays reel that got shared over 3,000 times (IYKYK)
• What trial reels taught me
• Why sales posts might tank in views (but still be worth it)
• How to actually use your insights to plan better content

See the posts I'm talking about in this episode here.

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☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 burnout, embracing timeless over trendy design, and using real-life content to foster meaningful connections.

Whether you're a creative entrepreneur, a parent balancing it all, or someone looking to create sustainable growth in business, this episode is full of golden insights.

💬 In this episode:

• Ashley's evolution from Etsy shop owner to creative director and agency founder

• How she built a business that supports (not competes with) motherhood
• Smart marketing strategies for limited time and bandwidth
• Why personal, behind-the-scenes content builds stronger brands
• The power of SEO, blogging, and relationship marketing in 2026
• Lessons learned from navigating maternity leaves as a self-employed parents

🔗 Resources & Mentions:

• Connect with Ashley on Instagram: @monarchdesignco
• Visit: themonarchdesignco.com
• Listen to Ashley’s podcast: Self-Made Life: https://themonarchdesign.co/category/podcast/
• Kat’s episode on Self-Made Life: https://www.podbean.com/media/share/pb-892hn-19f1026

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☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 “follow.”

🫶 What you'll learn from the episode:

• You have a unique edge as a small business owner: your personal connection.
• What’s boring to you is fascinating to others — especially if it’s outside their daily experience.
• Behind-the-scenes content builds trust, relatability, and loyalty.
• Day-in-the-life videos and long-form real-time clips are powerful (and easy!) content formats to try this month.

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 is testing new hashtag limits: 3 or 5 instead of 30.
• Hashtags are no longer a major driver of reach — they’re now used more for search and categorization.
• The Instagram algorithm reads your entire post, not just hashtags: image, caption, text on screen.
• Relevance matters more than quantity: 3–5 strategic hashtags > 30 generic ones.
• Go local and specific: use location-based and niche keywords to improve discoverability.
• Focus on creating content that tells your story and centers your audience.

Don't forget to like, subscribe, and leave 5 stars!

Sticker shoutout: https://www.instagram.com/justfollowyourartshop/

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 her journey working with makers, main streeters, and hometown service providers to the mission behind the Social with Kat Club, this episode is packed with inspiration and practical encouragement to help you rediscover the joy in your marketing routine, especially during the hectic holiday season.

Whether you’re prepping for Black Friday, planning for 2026, or just trying to show up more confidently online, this episode is a reminder that fun drives results.

Tune in to learn:

👀 Why dreading your marketing leads to lackluster results

🫶 The difference between “fun and effective” and “fun is effective”

🩷 Who the Social with Kat Club is really for (hint: it’s more than just small-town businesses)

😃 How to bring joy back into your content creation process

🎄 Real-life holiday content ideas to spark creativity

✨ The role of community and wraparound support in staying consistent

🎁 Sneak peek at Black Friday offers for the Social with Kat Club

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

BLACK FRIDAY SPECIALS valid Nov 26-28: https://socialkatmedia.com/club-black-friday?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 intentionally, tell your story, and engage your community without burnout. Plus, Kat shares personal insights on planning around your energy levels, repurposing high-performing content, and making sure your marketing is human-first and strategy-led.

🎄 Covered in this episode

Why not having a Black Friday sale can be a marketing opportunity

How to share your “why” with your community (sale or no sale) to build trust

Strategies for staying visible during this high-traffic season

Self-care tips for avoiding burnout during holiday promotions

The power of repurposing past content—including Kat’s viral example

How your cycle or energy rhythms can inform your marketing calendar

Creating content that connects emotionally during peak sales periods

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 sweet insights on what “Mama does for work” to podcast recommendations for kids, screen-time boundaries, and the magic of Lego and baking— this is the most adorable strategy break you didn’t know you needed.

This episode features:

💼 A kid’s take on what “Mama” does for work

🧠 Chatting about screen time and healthy boundaries

🎧 Our family’s favourite kids’ podcasts

🎨 The role of baking, Lego, and crafts in balancing business + family life

🤹‍♀️ Real talk on being a parent and entrepreneur during the holidays

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 5,000+ followers in just a few months, and continues to make a real impact with every piece of candy sold.

What we chat about in this episode:

🎂 Celebrating 5 years in downtown Peterborough

🍬 The origin story of Couture Candy and its deeper mission

😢 The emotional rollercoaster of running a business

🧠 Lisa’s content strategy shift for Instagram growth

🛍️ Why storytelling is key for small businesses

📦 The power of candygrams in connecting people

💬 Setting boundaries and giving back with intention

📲 How Lisa uses trends, AI, and scheduling to show up authentically online

Don't forget to like, subscribe, and leave 5 stars!

Connect with Lisa:

• Follow Lisa on Instagram: @couturecandy.ptbo
• Tune into Lisa’s live sales: Thursdays at 8:30PM EST on Instagram and TikTok
• Share this episode with your fellow small biz owners
• Support small businesses by shopping local and spreading kindness 💕

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 act of leadership, and how to confidently show up—even before you feel "ready." Whether you're DIY-ing your brand or prepping to outsource, this conversation is packed with encouragement, actionable design strategies, and mindset shifts to help you take up space as the expert you already are.

🩷 We chat about:

• Visual consistency ≠ boring: Stacy breaks down how to keep your brand visually consistent and creatively dynamic.
• Design is leadership: A strong brand empowers you to show up confidently and helps others believe in your expertise.
• Start where you are: Your visuals don’t have to be perfect to be powerful. Start with what you have and build as you grow.
• DIY doesn’t mean “do it alone”: Leverage tools, templates, and guidance (like The Good Design Method) to make confident design decisions.
• Content batching tips: How to create reusable graphic templates and reduce design overwhelm with smart systems.
• Brand archetypes matter: Why understanding your brand personality influences every visual decision you make.

📣 Connect with Stacy:

• Instagram: @stacyeaguilar
• Website + Program Info: https://www.stacyeaguilar.com/the-good-design-method-waitlist

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

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 authentically — even if you're an introvert.

Meet Bonnie:

Bonnie Smith is a laser file designer, physical product creator, and consultant based in Canada. She runs Concrete Barn Co., a shop selling laser-cut keepsakes and home decor, and Cbco.Designs, a digital storefront offering cut-ready files for makers. A mom, a maker, and now a full-time entrepreneur, Bonnie is passionate about helping other creatives balance time, creativity, and sales — without the burnout.

Episode Highlights:

🛠️ Managing Multiple Accounts: How she creates content for 3 Instagram accounts every week — in under 2 hours.

🧰 Systems that Work: The simple photo and B-roll organization strategy that keeps content creation stress-free.

🎬 Showing Up Authentically: From refusing to show her face to confidently sharing stories (no dancing required!).

🔁 Repurposing Like a Pro: Why she never starts from scratch with seasonal content — and you shouldn’t either.

📈 Intentional Growth: How one viral lip-sync reel took off and why mixing content types matters.

🤝 The Power of Connection: How the Social with Kat Club gave her structure, fresh ideas, and community.

Connect with Bonnie:

• Laser-cut products: @concretebarnco
• Digital files for makers: @cbco.designs

Don't forget to like, subscribe, and leave 5 stars!

☆ Join the Social with Kat Club: Fun & effective content prompts, coaching, and community for small business owners https://socialkatmedia.com/social-with-kat-club?utm_medium=podcast&utm_source=social-goals

☺ Connect with Kat:

* Instagram: https://www.instagram.com/socialkatmedia/

* Threads: https://www.threads.net/@socialkatmedia

* LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☺ Free Resources to Help Your Small Business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals