1 00:00:00,800 --> 00:00:04,600 Yes, it's hot. Yes, we're tired. Yes, our children are home 2 00:00:04,600 --> 00:00:08,320 for the summer. But guess what? We're still marketing our business 3 00:00:08,480 --> 00:00:12,320 and we're doing it without that keeping up with the Joneses energy. 4 00:00:12,320 --> 00:00:15,920 So today I'm talking about the three things that you absolutely must stop 5 00:00:16,000 --> 00:00:19,680 doing to survive your marketing in social media this 6 00:00:19,680 --> 00:00:23,400 summer. Let's get into episode 365 of the 7 00:00:23,400 --> 00:00:26,240 Mindful Marketing Podcast. But first, a word from our sponsors. 8 00:00:27,370 --> 00:00:31,170 Riverside is the all in one podcast recording and editing tool that 9 00:00:31,170 --> 00:00:34,970 I use for this right here show. I use it to edit not only 10 00:00:34,970 --> 00:00:38,810 the audio in the video, it is like Chef's Kiss, magical, making the 11 00:00:38,810 --> 00:00:42,410 entire process so, so easy. Plus, 12 00:00:42,650 --> 00:00:46,010 I love their magic AI clips. 13 00:00:46,170 --> 00:00:49,890 Their little AI robot in the background pulls out the most 14 00:00:49,890 --> 00:00:53,730 impactful moments of the episodes without me having to comb through and do 15 00:00:53,730 --> 00:00:57,290 it myself. Resizes them for social media. So those vertical 16 00:00:57,290 --> 00:01:00,990 videos you see on T Talk and reels, those all come from Magic 17 00:01:00,990 --> 00:01:04,830 AI inside of Riverside. It's literally one click. It spits out 18 00:01:04,830 --> 00:01:08,550 10 clips. I picked the best one and away I go. Saves me so 19 00:01:08,550 --> 00:01:12,310 much time. If you want to get on the Riverside train, check it out today, 20 00:01:12,310 --> 00:01:15,830 the links in the show notes, and make sure to use my code, DREA D 21 00:01:15,830 --> 00:01:19,150 R E A at checkout to get 15% off your 22 00:01:19,150 --> 00:01:22,870 membership, y' all. I'm recording this on 23 00:01:22,870 --> 00:01:26,550 one of the hottest days we've ever had here in Ontario. This year. 24 00:01:26,710 --> 00:01:30,300 We've kind of had. So this is the thing. This is my total side. 25 00:01:30,450 --> 00:01:34,010 No rambly intro to this episode because I was born in 26 00:01:34,010 --> 00:01:37,770 Miami. Okay? I love the heat. I live most of my life in 27 00:01:37,770 --> 00:01:41,570 Atlanta, Georgia. Like, that's where I grew up. And then I've lived here in, 28 00:01:41,570 --> 00:01:44,850 like, Niagara area, Ontario, Canada for 11 years. 29 00:01:45,730 --> 00:01:49,010 And I don't know if this is just like 30 00:01:49,010 --> 00:01:52,650 Stockholm syndrome, but I love the four seasons now. When I first moved here, I 31 00:01:52,650 --> 00:01:56,210 hated it, but now I love it. And I'm noticing. So today, 32 00:01:56,980 --> 00:02:00,020 for reference, for context, it's like, 33 00:02:00,820 --> 00:02:04,300 let's see, 27 degrees Celsius. The 34 00:02:04,300 --> 00:02:07,620 humidex, though, feels like 40. Okay, so it's very 35 00:02:07,700 --> 00:02:11,380 humid out. For those of you who don't know the conversion and had to do 36 00:02:11,380 --> 00:02:15,152 it manually, like I do, that's 81 degrees. Okay, 27. 81. 37 00:02:15,288 --> 00:02:18,820 81 degrees in Miami is an average Tuesday. Here, 38 00:02:18,900 --> 00:02:22,620 it's like, literally we're in a heat warning and they keep warning us about the 39 00:02:22,620 --> 00:02:26,340 heat. So anyways, I'm excited for it, though. I love it. Boil me alive. 40 00:02:26,340 --> 00:02:30,100 This is my Natural state. I love it. And also something about 41 00:02:30,100 --> 00:02:33,820 the summer and the four seasons of it all makes me want to go all 42 00:02:33,820 --> 00:02:36,500 out in the summer. So I don't know if this is you. If this is 43 00:02:36,500 --> 00:02:40,180 you and you need this, this episode is for you. The rest of you who 44 00:02:40,180 --> 00:02:43,540 are in Miami, just skip this. But because I'm going all out for 45 00:02:43,540 --> 00:02:46,660 summer, I don't want to be sitting at my desk marketing my business. So this 46 00:02:46,660 --> 00:02:50,220 episode is for you and for me so that we can break those bad 47 00:02:50,220 --> 00:02:53,940 habits that we have throughout the year and really focus in on 48 00:02:53,940 --> 00:02:57,160 what matters through the summer. And in episode, I'm really focusing on social media because 49 00:02:57,160 --> 00:03:00,320 I find that that's where we're all spending a lot of time. And then we 50 00:03:00,320 --> 00:03:03,720 get really frustrated by the lack of ROI just because we're spending in 51 00:03:03,960 --> 00:03:07,240 like a disproportionate amount of time on social media. So 52 00:03:07,640 --> 00:03:11,320 thing number one, I'm going to say this gently but 53 00:03:11,320 --> 00:03:14,680 firmly. Please stop posting every day. Please 54 00:03:14,920 --> 00:03:18,280 stop posting every day. I know 55 00:03:19,000 --> 00:03:22,080 that I used to teach the strategy. I know that a lot of marketers used 56 00:03:22,080 --> 00:03:25,440 to teach the strategy. But here, now, today, in 2025, the 57 00:03:25,440 --> 00:03:29,260 algorithms are smarter. O Mr. Al, the algorithm. I know 58 00:03:29,260 --> 00:03:32,740 he can be sneaky. We like to blame him for not showing our posts. He 59 00:03:32,740 --> 00:03:36,500 is very preferential to a certain type of content. 60 00:03:36,500 --> 00:03:40,220 He likes a certain type of aesthetic. Okay. He likes the, the. The 61 00:03:40,220 --> 00:03:43,700 shock and awe of it all. I get that. And 62 00:03:43,860 --> 00:03:47,540 he's a smart guy like Mr. Al is. His job 63 00:03:47,620 --> 00:03:51,340 is literally to try to find the people who would watch 64 00:03:51,340 --> 00:03:55,100 your content or who would look at it. Okay? He's just out here. His entire 65 00:03:55,100 --> 00:03:58,940 job is like, how do I keep people here enjoying this app? Oh, 66 00:03:58,940 --> 00:04:01,940 somebody else posted something. Let me try to match them with people who will stay 67 00:04:01,940 --> 00:04:05,660 here and enjoy the app. Okay? That's his job. Okay? Your job 68 00:04:05,660 --> 00:04:09,339 is not to then post every day. Your job is to post so 69 00:04:09,339 --> 00:04:12,980 that he can put your content in front of the right people. And I think 70 00:04:12,980 --> 00:04:16,700 we as people like social media, but this idea 71 00:04:16,700 --> 00:04:20,060 that we have to check off the box that we posted to social media today 72 00:04:20,060 --> 00:04:23,900 is antiquated. Okay? You're behind the times because the algorithm is 73 00:04:23,900 --> 00:04:26,280 smarter. We don't have to post it every day. That should be like a whew. 74 00:04:26,280 --> 00:04:30,120 We don't have to do it because honestly, posting today is also different 75 00:04:30,120 --> 00:04:33,840 than it was in 2020, let's say 2010. Okay? That's when I started. 76 00:04:33,840 --> 00:04:37,600 I worked at Marriott hotels. I was on the social media team. 77 00:04:37,600 --> 00:04:40,960 We just had Facebook and Instagram, y' all. No, we didn't even Instagram yet. Cause 78 00:04:40,960 --> 00:04:44,760 I remember we brought on Instagram, we had Facebook and Twitter. Okay? Literally just posting 79 00:04:44,760 --> 00:04:48,480 what was happening in the hotel that day. And it was simple, right? 80 00:04:49,280 --> 00:04:52,760 No video, no even Canva graphics. It's just 81 00:04:52,760 --> 00:04:56,560 literally the photographer who took a picture of the hotel. That's what we 82 00:04:56,560 --> 00:04:59,500 were post with a little caption today. 83 00:05:00,060 --> 00:05:03,420 There's so many different ways that you can post. Even. I was 84 00:05:03,660 --> 00:05:07,220 working on an Instagram reel last week, and I timed myself so I can post 85 00:05:07,220 --> 00:05:10,060 it. My community. It took me over an hour 86 00:05:10,940 --> 00:05:14,580 to create that reel. Now it took me 10 minutes to film it, but I 87 00:05:14,580 --> 00:05:18,340 spent the rest of the hour editing the reel in Instagram's new edits 88 00:05:18,340 --> 00:05:22,060 app. Right? And that's pretty like I know what I'm doing. So I think edit, 89 00:05:22,060 --> 00:05:25,310 like it would take other people a lot longer, I think, just because they're not 90 00:05:25,310 --> 00:05:29,030 looking at this stuff every day. And so all of that combined means 91 00:05:29,110 --> 00:05:32,870 we feel, and I talk about feelings a lot because you're feeling as a person, 92 00:05:32,870 --> 00:05:36,470 posting matters to this. Because if you're not feeling it, you're not going to do 93 00:05:36,470 --> 00:05:40,150 it. We feel like we're putting so much time, effort and energy into creating 94 00:05:40,150 --> 00:05:43,990 this content only for, quote, no one to see it. And it can 95 00:05:43,990 --> 00:05:46,630 be very disheartening. So I want you to give up the idea that you have 96 00:05:46,630 --> 00:05:50,290 to post every day, and instead I want you to think about the content 97 00:05:50,290 --> 00:05:53,930 that actually means something. Even if that's just once a week, that 98 00:05:53,930 --> 00:05:57,490 once a week piece of content will actually do you much better than 99 00:05:57,490 --> 00:06:01,210 checking off the box and trying to post every single day during the 100 00:06:01,210 --> 00:06:05,050 summer. I promise you the algorithm will show you a post to the right 101 00:06:05,050 --> 00:06:08,570 people. If it works, it doesn't matter if it's one post or daily posts. 102 00:06:08,570 --> 00:06:12,050 Okay, I will say this. My little asterisk to this 103 00:06:12,050 --> 00:06:15,570 is the reason why I think posting every day works. Okay, 104 00:06:15,890 --> 00:06:19,530 I'm never either or person. But the reason why it works is because you do 105 00:06:19,530 --> 00:06:23,310 learn how to create content. Content very quickly when you're producing that much content. Okay, 106 00:06:23,310 --> 00:06:27,030 so there is a skill set in creating content that the algorithm 107 00:06:27,030 --> 00:06:30,710 likes that also promotes your business. And that skill set 108 00:06:30,710 --> 00:06:34,190 takes time to develop. You can, of course, use shortcuts. I'm a huge fan of 109 00:06:34,190 --> 00:06:38,030 shortcuts. That's why I create a lot of templates and that sort of thing. 110 00:06:38,350 --> 00:06:41,350 But it's a skill, right? So the more you do it, the better you are, 111 00:06:41,350 --> 00:06:44,830 and the more frequently you do it the more quickly you learn how. Okay, 112 00:06:45,630 --> 00:06:49,010 so there you have it. The one habit we're going to break this 113 00:06:49,010 --> 00:06:52,850 summer. No daily posting. Second thing is, we're going to stop 114 00:06:52,850 --> 00:06:56,530 chasing trends. I love trends. 115 00:06:56,530 --> 00:07:00,250 I think trends have a time and a place. And especially if you 116 00:07:00,250 --> 00:07:03,970 see something and you're like, I have something to say, immediately post the trend, babe. 117 00:07:03,970 --> 00:07:07,570 Post it. However, most trends 118 00:07:07,570 --> 00:07:11,170 aren't for you. And I'm not saying trends are bad. In the 119 00:07:11,170 --> 00:07:13,810 mindful marketing lab, I post trends all the time. And I'm like, hey, if you 120 00:07:13,810 --> 00:07:16,490 have this kind of business, this trend by work, here's a template for that. I 121 00:07:16,490 --> 00:07:20,240 love that. Go for it. Nine times out of 10, it's not going to 122 00:07:20,240 --> 00:07:23,920 work for you. I should say, like, one time out of 100, 123 00:07:23,920 --> 00:07:27,560 it may work for you. Okay? The rest of the time, it's 124 00:07:27,560 --> 00:07:30,880 probably not. And that's a good thing. It's like a huge. I don't have to 125 00:07:30,880 --> 00:07:34,600 worry about this. Now. Here's my asterisk. Y' all know I already 126 00:07:34,600 --> 00:07:38,160 have asked it. Asterisk. A little caveat to this. I do think you need to 127 00:07:38,320 --> 00:07:41,200 practice active listening when it comes to your community. 128 00:07:42,080 --> 00:07:45,920 I think as a business owner, you are a leader. And as a leader, it's 129 00:07:45,920 --> 00:07:49,320 your responsibility to understand. Understand the sentiment of your community. 130 00:07:49,560 --> 00:07:53,280 Read the Dang Room. And so while it may not be a 131 00:07:53,280 --> 00:07:57,000 trend, noticing things that are happening in your community are important. 132 00:07:57,320 --> 00:08:01,000 Okay? So what's happening in the world? What's happening 133 00:08:01,000 --> 00:08:04,800 in your country? What's happening in your state or province or 134 00:08:04,800 --> 00:08:08,520 territory? What's happening in your local municipality? What's happening in your 135 00:08:08,520 --> 00:08:12,160 city, in your town? What's happening with your neighbor? What's happening with you? I think 136 00:08:12,160 --> 00:08:15,830 it's really important to understand that it don't have to be a 137 00:08:15,830 --> 00:08:18,950 trend, okay? And I think this is where 138 00:08:19,750 --> 00:08:23,350 trends seem fun, right? I was telling a friend this weekend, 139 00:08:23,830 --> 00:08:27,430 I love these TikTok dance trends. I watch all the videos. 140 00:08:27,430 --> 00:08:31,110 I just like watching the videos of, like, people dancing. I'm like, oh, that looks 141 00:08:31,110 --> 00:08:34,230 so great. And in my head I'm like, I could do that. I cannot do 142 00:08:34,230 --> 00:08:37,950 that. But I think it would be cool if someone did, like, a TikTok 143 00:08:37,950 --> 00:08:41,650 trend dance class. I would sign up for it 144 00:08:41,650 --> 00:08:45,130 anyways. That's a total sidebar. But what I'm trying to say is 145 00:08:45,130 --> 00:08:48,290 trends aren't for everyone. And even if you look at it and go, oh, that 146 00:08:48,290 --> 00:08:51,330 I could do that, once you start actually trying to do it, you realize you're 147 00:08:51,330 --> 00:08:54,170 wasting a lot of time on Something. And you're like, how is. How does this 148 00:08:54,170 --> 00:08:57,930 even matter to my business? And spoiler alert, probably doesn't. 149 00:08:57,930 --> 00:09:01,530 So skip the trends. All right? Third thing, habit that we're breaking 150 00:09:01,530 --> 00:09:05,330 this summer is obsessing over 151 00:09:05,650 --> 00:09:09,140 our metrics. Okay? Obsessing over our numbers. 152 00:09:09,700 --> 00:09:13,260 I like a good check in. Don't get me wrong, I think it's very good 153 00:09:13,260 --> 00:09:15,780 to look at your numbers. Some of my friends 154 00:09:16,900 --> 00:09:20,740 out here in these Internet streets, refreshing our posts, 155 00:09:21,220 --> 00:09:24,940 analyzing every little thing of a post, does 156 00:09:24,940 --> 00:09:28,420 it like, did people not like the hook, the graphic, the caption 157 00:09:28,660 --> 00:09:31,660 we're looking at, oh, did this one get a comment? Did that one get a 158 00:09:31,660 --> 00:09:35,510 comment? And it's bogging us down. Okay? It's like putting yourself on an 159 00:09:35,510 --> 00:09:39,230 emotional roller coaster and it's seeking validation from everyone else. 160 00:09:39,950 --> 00:09:43,630 And yes, we want to date with the data. Date with the 161 00:09:43,630 --> 00:09:47,030 data. I usually say first of the month. You can't forget it. Set it as 162 00:09:47,030 --> 00:09:50,550 a Google Calendar reminder. First of the month, data date, okay? 163 00:09:50,550 --> 00:09:54,310 Check everything and get a sentiment across all of the posts. But when 164 00:09:54,310 --> 00:09:58,150 you look at it on a post by post level, again, human behind the 165 00:09:58,150 --> 00:10:01,950 brand, human behind the business, it creates such an emotional 166 00:10:02,350 --> 00:10:06,090 process that you. It actually hinders you from creating more content 167 00:10:06,490 --> 00:10:10,290 because not only are you checking your metrics, I guarantee you, you're looking around at 168 00:10:10,290 --> 00:10:13,890 everybody else and going, why did he. She. They get more 169 00:10:13,890 --> 00:10:17,690 posts than I did. That's not fair. And then you log off 170 00:10:17,690 --> 00:10:21,050 and you feel miserable when I want you to log off and live your life. 171 00:10:21,130 --> 00:10:24,810 Okay, so I should actually get that on a T shirt. 172 00:10:24,810 --> 00:10:28,570 Log off and live your life. Okay? Log off and live your dang life. Because, 173 00:10:28,650 --> 00:10:32,430 yes, we want to check in. I suggest monthly. You can do weekly if you'd 174 00:10:32,430 --> 00:10:36,110 like. I like monthly. Please don't go any more than that because the emotional roller 175 00:10:36,110 --> 00:10:39,790 coaster you put yourself on will hinder you, not help you. Okay? 176 00:10:40,430 --> 00:10:43,950 So I want you to sit and think. Which of these habits 177 00:10:44,430 --> 00:10:47,870 are you going to release this summer? 178 00:10:47,950 --> 00:10:51,670 Daily posting, chasing trends, or checking your metrics 179 00:10:51,670 --> 00:10:55,470 every day? I want you to maybe turn it into a journaling 180 00:10:55,470 --> 00:10:58,830 prompt. You can think out loud. You can chat with chatgpt 181 00:10:59,950 --> 00:11:03,790 and ask, you know, get some feedback. But I want you 182 00:11:03,790 --> 00:11:07,190 to be gentle with yourself in this process. It's not a shaming thing. It's just 183 00:11:07,190 --> 00:11:10,790 acknowledging. Here's where I am right now. And the thought I want to leave you 184 00:11:10,790 --> 00:11:14,590 with today is this. Doing 185 00:11:14,670 --> 00:11:17,870 less does not make you lazy. 186 00:11:18,270 --> 00:11:21,950 It's just leadership, okay? Doing less does not 187 00:11:21,950 --> 00:11:25,790 make you lazy. It's just leadership. And I think it's really important for 188 00:11:25,790 --> 00:11:29,350 you to understand that, because it's going down to the bare bones, the 189 00:11:29,350 --> 00:11:33,090 intention behind what you're doing, and not checking off a box because 190 00:11:33,090 --> 00:11:36,850 someone told you you should. There's quotes there. Again, you should be doing something or 191 00:11:36,850 --> 00:11:40,650 not. Okay, so doing less is not lazy. It's just 192 00:11:41,050 --> 00:11:44,650 leadership. And if you want to learn how to do less with 193 00:11:44,650 --> 00:11:48,090 more, come on in and join me inside the Mindful Marketing Lab. 194 00:11:48,490 --> 00:11:52,290 I love to help you analyze where you're doing the most, because I 195 00:11:52,290 --> 00:11:55,930 am a certified expert in doing the most. And I'll help you do less 196 00:11:56,010 --> 00:11:59,730 and really lean into marketing on your own terms. I'll be back at you with 197 00:11:59,730 --> 00:12:02,570 a new episode next week. That's all for today. Bye for now.