Yes, it's hot. Yes, we're tired. Yes, our children are home
for the summer. But guess what? We're still marketing our business
and we're doing it without that keeping up with the Joneses energy.
So today I'm talking about the three things that you absolutely must stop
doing to survive your marketing in social media this
summer. Let's get into episode 365 of the
Mindful Marketing Podcast. But first, a word from our sponsors.
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membership, y' all. I'm recording this on
one of the hottest days we've ever had here in Ontario. This year.
We've kind of had. So this is the thing. This is my total side.
No rambly intro to this episode because I was born in
Miami. Okay? I love the heat. I live most of my life in
Atlanta, Georgia. Like, that's where I grew up. And then I've lived here in,
like, Niagara area, Ontario, Canada for 11 years.
And I don't know if this is just like
Stockholm syndrome, but I love the four seasons now. When I first moved here, I
hated it, but now I love it. And I'm noticing. So today,
for reference, for context, it's like,
let's see, 27 degrees Celsius. The
humidex, though, feels like 40. Okay, so it's very
humid out. For those of you who don't know the conversion and had to do
it manually, like I do, that's 81 degrees. Okay, 27. 81.
81 degrees in Miami is an average Tuesday. Here,
it's like, literally we're in a heat warning and they keep warning us about the
heat. So anyways, I'm excited for it, though. I love it. Boil me alive.
This is my Natural state. I love it. And also something about
the summer and the four seasons of it all makes me want to go all
out in the summer. So I don't know if this is you. If this is
you and you need this, this episode is for you. The rest of you who
are in Miami, just skip this. But because I'm going all out for
summer, I don't want to be sitting at my desk marketing my business. So this
episode is for you and for me so that we can break those bad
habits that we have throughout the year and really focus in on
what matters through the summer. And in episode, I'm really focusing on social media because
I find that that's where we're all spending a lot of time. And then we
get really frustrated by the lack of ROI just because we're spending in
like a disproportionate amount of time on social media. So
thing number one, I'm going to say this gently but
firmly. Please stop posting every day. Please
stop posting every day. I know
that I used to teach the strategy. I know that a lot of marketers used
to teach the strategy. But here, now, today, in 2025, the
algorithms are smarter. O Mr. Al, the algorithm. I know
he can be sneaky. We like to blame him for not showing our posts. He
is very preferential to a certain type of content.
He likes a certain type of aesthetic. Okay. He likes the, the. The
shock and awe of it all. I get that. And
he's a smart guy like Mr. Al is. His job
is literally to try to find the people who would watch
your content or who would look at it. Okay? He's just out here. His entire
job is like, how do I keep people here enjoying this app? Oh,
somebody else posted something. Let me try to match them with people who will stay
here and enjoy the app. Okay? That's his job. Okay? Your job
is not to then post every day. Your job is to post so
that he can put your content in front of the right people. And I think
we as people like social media, but this idea
that we have to check off the box that we posted to social media today
is antiquated. Okay? You're behind the times because the algorithm is
smarter. We don't have to post it every day. That should be like a whew.
We don't have to do it because honestly, posting today is also different
than it was in 2020, let's say 2010. Okay? That's when I started.
I worked at Marriott hotels. I was on the social media team.
We just had Facebook and Instagram, y' all. No, we didn't even Instagram yet. Cause
I remember we brought on Instagram, we had Facebook and Twitter. Okay? Literally just posting
what was happening in the hotel that day. And it was simple, right?
No video, no even Canva graphics. It's just
literally the photographer who took a picture of the hotel. That's what we
were post with a little caption today.
There's so many different ways that you can post. Even. I was
working on an Instagram reel last week, and I timed myself so I can post
it. My community. It took me over an hour
to create that reel. Now it took me 10 minutes to film it, but I
spent the rest of the hour editing the reel in Instagram's new edits
app. Right? And that's pretty like I know what I'm doing. So I think edit,
like it would take other people a lot longer, I think, just because they're not
looking at this stuff every day. And so all of that combined means
we feel, and I talk about feelings a lot because you're feeling as a person,
posting matters to this. Because if you're not feeling it, you're not going to do
it. We feel like we're putting so much time, effort and energy into creating
this content only for, quote, no one to see it. And it can
be very disheartening. So I want you to give up the idea that you have
to post every day, and instead I want you to think about the content
that actually means something. Even if that's just once a week, that
once a week piece of content will actually do you much better than
checking off the box and trying to post every single day during the
summer. I promise you the algorithm will show you a post to the right
people. If it works, it doesn't matter if it's one post or daily posts.
Okay, I will say this. My little asterisk to this
is the reason why I think posting every day works. Okay,
I'm never either or person. But the reason why it works is because you do
learn how to create content. Content very quickly when you're producing that much content. Okay,
so there is a skill set in creating content that the algorithm
likes that also promotes your business. And that skill set
takes time to develop. You can, of course, use shortcuts. I'm a huge fan of
shortcuts. That's why I create a lot of templates and that sort of thing.
But it's a skill, right? So the more you do it, the better you are,
and the more frequently you do it the more quickly you learn how. Okay,
so there you have it. The one habit we're going to break this
summer. No daily posting. Second thing is, we're going to stop
chasing trends. I love trends.
I think trends have a time and a place. And especially if you
see something and you're like, I have something to say, immediately post the trend, babe.
Post it. However, most trends
aren't for you. And I'm not saying trends are bad. In the
mindful marketing lab, I post trends all the time. And I'm like, hey, if you
have this kind of business, this trend by work, here's a template for that. I
love that. Go for it. Nine times out of 10, it's not going to
work for you. I should say, like, one time out of 100,
it may work for you. Okay? The rest of the time, it's
probably not. And that's a good thing. It's like a huge. I don't have to
worry about this. Now. Here's my asterisk. Y' all know I already
have asked it. Asterisk. A little caveat to this. I do think you need to
practice active listening when it comes to your community.
I think as a business owner, you are a leader. And as a leader, it's
your responsibility to understand. Understand the sentiment of your community.
Read the Dang Room. And so while it may not be a
trend, noticing things that are happening in your community are important.
Okay? So what's happening in the world? What's happening
in your country? What's happening in your state or province or
territory? What's happening in your local municipality? What's happening in your
city, in your town? What's happening with your neighbor? What's happening with you? I think
it's really important to understand that it don't have to be a
trend, okay? And I think this is where
trends seem fun, right? I was telling a friend this weekend,
I love these TikTok dance trends. I watch all the videos.
I just like watching the videos of, like, people dancing. I'm like, oh, that looks
so great. And in my head I'm like, I could do that. I cannot do
that. But I think it would be cool if someone did, like, a TikTok
trend dance class. I would sign up for it
anyways. That's a total sidebar. But what I'm trying to say is
trends aren't for everyone. And even if you look at it and go, oh, that
I could do that, once you start actually trying to do it, you realize you're
wasting a lot of time on Something. And you're like, how is. How does this
even matter to my business? And spoiler alert, probably doesn't.
So skip the trends. All right? Third thing, habit that we're breaking
this summer is obsessing over
our metrics. Okay? Obsessing over our numbers.
I like a good check in. Don't get me wrong, I think it's very good
to look at your numbers. Some of my friends
out here in these Internet streets, refreshing our posts,
analyzing every little thing of a post, does
it like, did people not like the hook, the graphic, the caption
we're looking at, oh, did this one get a comment? Did that one get a
comment? And it's bogging us down. Okay? It's like putting yourself on an
emotional roller coaster and it's seeking validation from everyone else.
And yes, we want to date with the data. Date with the
data. I usually say first of the month. You can't forget it. Set it as
a Google Calendar reminder. First of the month, data date, okay?
Check everything and get a sentiment across all of the posts. But when
you look at it on a post by post level, again, human behind the
brand, human behind the business, it creates such an emotional
process that you. It actually hinders you from creating more content
because not only are you checking your metrics, I guarantee you, you're looking around at
everybody else and going, why did he. She. They get more
posts than I did. That's not fair. And then you log off
and you feel miserable when I want you to log off and live your life.
Okay, so I should actually get that on a T shirt.
Log off and live your life. Okay? Log off and live your dang life. Because,
yes, we want to check in. I suggest monthly. You can do weekly if you'd
like. I like monthly. Please don't go any more than that because the emotional roller
coaster you put yourself on will hinder you, not help you. Okay?
So I want you to sit and think. Which of these habits
are you going to release this summer?
Daily posting, chasing trends, or checking your metrics
every day? I want you to maybe turn it into a journaling
prompt. You can think out loud. You can chat with chatgpt
and ask, you know, get some feedback. But I want you
to be gentle with yourself in this process. It's not a shaming thing. It's just
acknowledging. Here's where I am right now. And the thought I want to leave you
with today is this. Doing
less does not make you lazy.
It's just leadership, okay? Doing less does not
make you lazy. It's just leadership. And I think it's really important for
you to understand that, because it's going down to the bare bones, the
intention behind what you're doing, and not checking off a box because
someone told you you should. There's quotes there. Again, you should be doing something or
not. Okay, so doing less is not lazy. It's just
leadership. And if you want to learn how to do less with
more, come on in and join me inside the Mindful Marketing Lab.
I love to help you analyze where you're doing the most, because I
am a certified expert in doing the most. And I'll help you do less
and really lean into marketing on your own terms. I'll be back at you with
a new episode next week. That's all for today. Bye for now.