Get Off the Hamster Wheel: Sustainable Marketing for Small Businesses
Social Media Feels Like a Never-Ending Game
Is it just me, or the minute you figure out a social media strategy, the rules change? Post every day. No, post three reels a day. Use hashtags. Actually, carousels are better. No, wait—reels are best. Is your head spinning?
Don’t even get me started on influencer recommendations. Who has time to post three reels a day? Social media is not your full-time job! It’s time to stop the madness.
The Social Media Burnout Is Real
If you followed every piece of advice out there, you’d be burned out in six months. Would your business be further along? Probably not—because you were too busy being a full-time social media manager instead of focusing on your actual business.
I learned this the hard way. As the Founder and Director of The Marketplace, a Christian fair trade nonprofit, I spent years chasing social media trends. Every time I created a system, the algorithm changed. The cycle never ended—until I got hacked. And believe it or not, getting hacked was the best thing that happened to me. It forced me to focus on what I could control.
You Don’t Own Social Media—So Stop Relying on It
Here’s the truth: You don’t own your social media followers. At any point, you could lose access to your account. What would happen to your business if Instagram or Facebook disappeared tomorrow?
Social media has its place, but it should never be your primary marketing focus. Instead, invest in marketing channels you own:
Your website – Your digital storefront where customers learn about you and buy from you.
Your email newsletter – Your most valuable tool for building relationships and staying top of mind.
How to Use Social Media the Right Way
Rather than putting all your energy into social media, use it as a tool to bring people to your website and email list. Here’s how each piece of your marketing strategy should work together:
1. Website: The Foundation of Your Business
Your website should clearly tell your story and show customers how to buy from or work with you.
2. Email Newsletter: Your Secret Weapon
Your newsletter helps you build deeper connections with customers and keep them engaged.
3. Social Media: A Visibility Tool
Use social media to attract new customers and guide them to your website and email list.
4. SEO Tools: Pinterest & Google Business Profile
Pinterest and Google Business Profile help new customers find you and build long-term trust.
The Secret to Sustainable Marketing: Repurpose Your Content
I know this sounds like a lot, but here’s the secret: Recycle your content.
Instead of creating something new for every platform, start with one high-quality piece of content and repurpose it everywhere. Here’s how:
Write one valuable newsletter
Turn it into a blog post on your website
Create multiple Pinterest pins linking back to that blog
Post an update on your Google Business Profile
Break it into several social media posts (static post, carousel, and reel)
Share those posts on stories and add a link to your website
All of this from one newsletter. That’s the power of repurposing!
Ready for a Marketing Strategy That Works?
You don’t have to do everything everywhere. You need a sustainable marketing strategy—one that works without burning you out.
Need help? That’s where I come in. I can help you create a marketing plan that fits your business or handle it for you. Let’s chat—I’d love to hear your story and help you share it effectively!