Social Goals: Social media strategy for small businesses

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 became a vital part of her growth strategy, and why showing up authentically (Merlin bird app and all!) makes all the difference. Plus, she shares her honest take on being part of the Social with Kat Club and how it transformed her marketing workflow.

Meet the guest:

Kelsey Jibb is the founder of Cold Springs Flower Farm, a micro flower farm in rural Ontario known for its bright, bold, and personality-filled blooms. Through subscriptions, a farm stand, and seasonal experiences, Kelsey’s mission is to make flowers feel fun and help women reconnect with nature—one bouquet at a time.

What we chat about:

🌻 Weathering the Storms: Kelsey shares how this year’s brutal growing season (42 days without rain!) has impacted the farm — and how she’s staying resilient.

📲 The Power of Personality: Why showing up authentically on social (even as a bird-nerd) creates deeper audience connections.

🧠 Behind-the-Scenes is the Strategy: How showing the not-so-glamorous parts of farm life actually boosts engagement.

📅 Marketing Workflow Tips: Kelsey walks through her weekly content routine — including how she batch-creates content and schedules it without burnout.

🎯 Finding the Right Audience: The mindset shift that helped her finally start speaking to her real target market.

💬 The Club Effect: How the Social with Kat Club helped Kelsey reclaim her time, creativity, and confidence as a content creator.

Connect with Kelsey

• Get her Free Checklist for Fresh Cut Flower Care to help your blooms last longer: https://coldspringsflowerfarm.myflodesk.com/
• Follow Kelsey on Instagram: @coldspringsflowerfarm – for behind-the-scenes farm life, content creation inspo, and seasonal updates (pumpkins included 🎃).

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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/

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 catalyst for change, leading me to show up more transparently in my business and communicate the causes I support behind the scenes. This is a conversation about nuance, empathy, and giving ourselves grace while still doing our best to make a difference.

If you’ve ever felt like you’re not doing enough or questioned whether your values align with your actions, this one’s for you.

🔗 Resources Mentioned:

• 🌍 Oxfam Canada – Fighting poverty and inequality through women’s rights
• ☕ Prompts to Posted Workshop – Batch a week of content + support a good cause ($5 from each ticket goes to Oxfam)

☺ 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 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 that are literally designed to keep us scrolling.

If you’re a small biz owner who’s also a content creator (aka all of us), you’ll walk away from this episode with realistic, non-judgy tools to protect your peace and your productivity.

In this episode, I talk about:

* The real reason I needed better phone boundaries (hint: it’s not just business)

* Why having a separate business phone has changed everything

* The apps, habits, and tools that helped me scroll less (https://one-sec.app/ and https://www.forestapp.cc/)

* How I’m modelling better screen use for my kids (imperfectly, of course)

* My thoughts on things like the Phone Box, the Brick, and even a “kitchen phone”

* What’s working for me right now — and where I’m still figuring it out

If you’re ready to make your social media habits work for you (not against you), this is your episode.

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

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 letting go of the “balance” myth, Puja shares how she’s built a sustainable business while staying true to herself. Whether you’re a fellow creative, a small business owner, or a mom navigating similar challenges, you’ll walk away with both validation and actionable strategies.

We chat about:

💡 The difference between “balance” and “harmony” in work and life

✨ Why Puja separated her personal brand from ROOP Creative — and how it changed her content

🎯 Introvert strategies for networking, events, and social media

🚫 The myth of the “perfect” working mom image online

🤝 How community and mentorship can change your business trajectory

Connect with Puja:

• Instagram: @thepujamalhotra
• ROOP Creative Agency: @roopcreativeagency
• Learn about her Corporate Dropout mentorship: roopcreativeagency.com/mentorship

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

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 walk away with practical safety tips, fresh marketing ideas, and a clear plan for leveraging these changes in a way that actually helps your local business grow.

What I cover in this episode:

🚫 Map feature risks: what it does, how it works, and why keeping it off is safest.

📲 Repost button: smart ways to use it for UGC, events, and collaborations.

👯‍♀️ Collab vs. Repost: when each makes the most impact on your reach.

🎯 Friends tab in Reels: how it reflects Instagram’s push toward private sharing and conversations.

💡 Why a chronological feed wouldn’t solve your reach problems.

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

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 that not only reflects who you are, but truly resonates with your audience. From copy myths to voice-of-customer gold, this is a must-listen for business owners ready to ditch surface-level tactics and get real with their brand voice.

What You’ll Learn:

• Why messaging is the “deep work” behind all great marketing
• The iceberg analogy: what messaging is vs. what copy is
• How to balance your voice with your audience’s desires
• Where to start when your content doesn’t sound like you
• Tactical ways to collect and use Voice of Customer (VOC) data
• Why demographics don’t matter as much as motivations
• How to know if it’s time for a rebrand—or just better messaging

Connect with Kira:

• 👉 Download Kira’s Freebie: Their Words, Your Copy
• 🔗 Kira’s Website: Handle and Hone
• 📱 Follow Kira on Instagram: @handleandhone

☺ Connect with Kat:

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

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

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

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

☺ Free Resources to Help Your Small Business:

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

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 powerful moments that shaped your business journey.

Whether you’re a service provider, a creative, or a small-town business owner, Kat shows you how connecting through your personal story builds trust, loyalty, and a community that’s invested in you—even before they’re ready to buy.'

📌 Resources & Mentions:

• Simon Sinek's TED Talk – Start With Why
• Book: Start With Why by Simon Sinek

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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 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 your legal liability. If you're creating content for clients or using trending music in your videos, this conversation is a must-listen.

From risk tolerance to legal compliance and smarter app alternatives, Kat and Jaime deliver the essential insights every content creator needs right now.

✨ Key Highlights:

• What CapCut’s updated terms really say and why they’re alarming
• Copyright, royalties, and third-party licensing risks
• What you can (and can’t) do if CapCut uses your content
• The legal risk of using trending music in business content
• Risk tolerance and protecting client content
• Legal must-haves for small biz marketing: privacy policies, testimonials, contracts
• FTC rules you didn’t know you were breaking

📌 Resources & Mentions:

• Contracts Market by Jaime Bell (Affiliate Link)
• Jaime’s Instagram: @contractsmarket

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

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 starting conversations and pitching in the DMs without feeling slimy — plus a free guide to help you do it better.

☺ Connect with Mariah:

• Free Guide: Pitch Better
• Follow Mariah on IG: @mariahmakesithappen

☺ 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

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

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

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 started or ready to grow again, this is your go-to plan.

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

☆ Get 40+ easy-to-customize B-Roll Hooks for $7: https://socialkatmedia.thrivecart.com/hooked-the-reel-vault/?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