Social Goals: Social media strategy for small businesses

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Chats with the small businesses killing it on social and tips to help you do the same. Social Goals is the go-to podcast for small business owners who want a clear, practical social media strategy— without burnout or hustle culture. Hosted by social media strategist Kat Tepylo Murphy, each episode breaks down what actually works on social for makers, mainstreeters, and hometown service providers. You’ll hear honest conversations with small business owners navigating real-life marketing, alongside strategic guidance you can apply immediately. Practical, repeatable social media strategy built on real experience and shared learning. Whether you’re trying to grow sustainably, stay consistent without overwhelm, or finally feel confident about what to post, Social Goals helps you build a social media plan that fits your business and your life.

  1. Your 2026 Social Media Strategy: Variety, Bravery & Actually Scheduling Content Time

    FEB 4

    Your 2026 Social Media Strategy: Variety, Bravery & Actually Scheduling Content Time

    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 for small business owners who want results without the burnout. We're talking variety of content (not just B-roll!), why you need to schedule social like any other business task, and how being bolder — not controversial, just you but louder — can transform your connection with your audience. Plus, I'm giving you permission to stop doing only one thing and start experimenting with content that actually builds relationships, not just views. In this episode: Why you need to treat social media like a real task in your calendar (not a 10 p.m. scramble)The types of content that matter in 2026: B-roll, talk-to-camera, voiceovers, carousels, and moreHow to create variety without overwhelm — start with just one new format this monthWhy talk-to-camera and voiceover reels might get fewer views but deeper connectionThe power of storytelling carousels (and why they're driving hundreds of new followers for club members)What it means to be braver and bolder on social — without being clickbaity or controversialHow to use your voice, your story, and your opinions to stand out in a noisy feedFree resource mentioned in this episode: Get my free B-roll checklist and shooting guide here: https://socialkatmedia.com/resources-broll?utm_medium=podcast&utm_source=social-goals 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/@socialkatmediaLinkedIn: 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

    17 min
  2. My Top & Worst Performing Instagram Posts of 2025 (And What They Taught Me)

    JAN 12

    My Top & Worst Performing Instagram Posts of 2025 (And What They Taught Me)

    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 makeThe Blue Jays reel that got shared over 3,000 times (IYKYK)What trial reels taught meWhy 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. 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

    24 min
  3. Balancing Business, Branding & Babies: Motherhood and Entrepreneurship with Ashley Wyatt

    12/19/2025

    Balancing Business, Branding & Babies: Motherhood and Entrepreneurship with Ashley Wyatt

    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 founderHow she built a business that supports (not competes with) motherhoodSmart marketing strategies for limited time and bandwidthWhy personal, behind-the-scenes content builds stronger brandsThe power of SEO, blogging, and relationship marketing in 2026Lessons learned from navigating maternity leaves as a self-employed parents🔗 Resources & Mentions: Connect with Ashley on Instagram: @monarchdesigncoVisit: themonarchdesignco.comListen 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 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

    29 min
  4. Boring? Think Again: How Behind-the-Scenes Content Builds Real Business Connections

    12/08/2025

    Boring? Think Again: How Behind-the-Scenes Content Builds Real Business Connections

    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

    8 min
  5. Hashtags in 2026: What Instagram’s New Limits Mean for Your Small Business

    12/01/2025

    Hashtags in 2026: What Instagram’s New Limits Mean for Your Small Business

    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

    11 min
  6. Fun *Is* Effective: How Having Fun With Your Marketing Fuels Small Business Success

    11/24/2025

    Fun *Is* Effective: How Having Fun With Your Marketing Fuels Small Business Success

    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

    13 min
  7. How to Show Up (or Not!) for Black Friday Without Burning Out

    11/17/2025

    How to Show Up (or Not!) for Black Friday Without Burning Out

    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

    17 min
  8. Work-Life Balance, According to My 7-Year-Old

    11/10/2025

    Work-Life Balance, According to My 7-Year-Old

    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

    19 min
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Chats with the small businesses killing it on social and tips to help you do the same. Social Goals is the go-to podcast for small business owners who want a clear, practical social media strategy— without burnout or hustle culture. Hosted by social media strategist Kat Tepylo Murphy, each episode breaks down what actually works on social for makers, mainstreeters, and hometown service providers. You’ll hear honest conversations with small business owners navigating real-life marketing, alongside strategic guidance you can apply immediately. Practical, repeatable social media strategy built on real experience and shared learning. Whether you’re trying to grow sustainably, stay consistent without overwhelm, or finally feel confident about what to post, Social Goals helps you build a social media plan that fits your business and your life.

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