EPISODE 035 | APPLE PODCASTS | SPOTIFY

In this episode, I’m looking at how we adapt and pivot when our usual tools don’t resonate as they once did. It's about understanding that change is necessary and hugely beneficial if approached thoughtfully. I'll share where my current focus lies within my business's marketing efforts, particularly the shifts I'm considering after hitting a bit of wall with Instagram—a platform that once felt invigorating now leaves me feeling pretty uninspired.

It’s not just about the challenges, it's about the strategies and solutions we look at as we make changes. Whether you are also feeling uncertain about your current marketing strategy or looking for fresh ideas, I hope this episode gives you key insights and pointers that could reshape your approach.

Emotional & Strategic Shifts

OK, so this is a heartfelt episode about what I’m doing right now in my business and where my focus is, particularly when it comes to marketing. Ironically I published a podcast a few weeks ago, where I shared my strategy on how I use Instagram within my business, and within the last few weeks, I’ve lost my love for Instagram and I just don’t feel motivated to create posts and be present on the platform.

So, I would love to share what my plans are, specifically for our social media strategy. Usually I would share something that I had already solved and figured out, but this is still very much in the middle stages, and I’m still asking questions, but if you are also asking questions specifically around social media, I hope you’ll find some key pointers in this episode.

Every time I’ve recently picked up Instagram, my heart drops a little and I’m just not feeling it. Now, I know this will be temporary, I’ve definitely been here before specifically with Instagram. But, what I am happy about, I’m certainly not feeling stressed about it. Instead, my focus has been on pouring everything that I can into the students who recently joined us within our goal-getters masterclass. At the time of this episode coming out, we will be close to the end of our first cohort within the Masterclass, and it was so important to me that I have been attentive and have been present to give them everything that I can. To be there when they have questions and ensure that I’m posting insights directly related to the course and understanding exactly what they need from me, to ensure they are moving forwards, towards what they want to achieve from their businesses.

Not that it was either Instagram or supporting our students, it has just been that it has coincided with me just not feeling creative to create Reels and posts for Instagram.

I’m sure that my feelings about Instagram may well echo many of yours. The pressure to constantly churn out content can be overwhelming, can't it? This pressure isn't just about keeping up with an algorithm; it's about feeling tethered to a platform that demands relentless creativity and engagement. It's no wonder that many of us hit a wall—what we often call 'content fatigue' or burnout. It's a natural response to an unnatural expectation to always be 'on.'

This is where the conversation shifts from just my story to ours—because if I'm feeling this, chances are, some of you are too. It’s crucial, then, to consider how these feelings can lead us towards a broader, perhaps more strategic response. This might mean taking a step back to assess not just how often we post or what hashtags we use, but why we’re using platforms like Instagram in the first place. Are they serving our business? More importantly, are they serving our well-being?

Moreover, this reflection brings us to the significance of aligning our marketing strategies with our personal and business values. It’s about ensuring that how we market ourselves and our businesses does not just pursue growth for growth's sake but nurtures our core values and principles. When our marketing strategies resonate with our values, not only do they feel more authentic, but they also become more sustainable and fulfilling. They turn into something we want to do, not just something we have to do.

Expanding on New Platforms
(Pinterest & LinkedIn)

So, let’s take this as an invitation to pause and really think about our current marketing efforts. Are they adding value to our lives and to the lives of our customers? Or are they just adding to our to-do lists? Let this be a moment of recalibration, to ensure that our strategies uplift us and reflect what we truly stand for.

At the moment, Instagram has been our main driver of organic traffic to our website. But, we are in the early stages of looking at other platforms that might offer an additional aligned way for connecting with our audience—specifically, Pinterest and LinkedIn. Each of these platforms has unique attributes that make them particularly appealing for different aspects of our business strategy.

Starting with Pinterest, it's a visually-driven platform that excels in driving traffic. Unlike Instagram, content on Pinterest often has a longer shelf life thanks to its search engine-like functionality. People go to Pinterest to find ideas and inspiration. This aligns perfectly with our aim to inspire and educate, especially since the visual nature of our content can be leveraged to attract a broad audience looking for actionable, creative, and strategic business ideas. 

This was purely to test if the platform worked for us, and in that time, we had a notable increase to our website via Pinterest. And interestingly, although I haven't posted for months, the content is still working, with about 200k monthly views, and that’s without me posting at all. So all the work I did a year ago is still working. It doesn’t therefore require quite the same level of consistent effort as Instagram, which is immensely appealing in many ways. Our goal initially will be for Pinterest to maintain a steady viewer engagement of at least 500,000 monthly views after rebooting our strategy, focusing on content that educates and inspires in a creative way. As we start using Pinterest, I’ll share exactly what we are doing, as I know there will be strategies in there that you can incorporate into your marketing too.

Moving to LinkedIn, this platform offers more of a professional backdrop that is ideal for connecting directly with other business owners and industry leaders. It’s an excellent space for thought leadership and to share more detailed, industry-specific insights that might not resonate as well on more casual platforms like Instagram. LinkedIn's audience is looking for content that is enriching professionally, which ties in beautifully with our goal to empower small business owners. And I discovered a fascinating statistic. Of the millions of active daily users on LinkedIn, only 5% are creating content, so that means there is a huge opportunity for small brands to post highly valuable content, to reach their target audience.

The statistic of 5% suggests there's a substantial opportunity to stand out and reach our target demographic effectively. Our initial benchmark will be to establish a consistent posting schedule of three times a week and achieve an engagement rate of at least 2% on our posts, focusing on high-quality, valuable content that fosters professional growth and networking. We’ll start posting in earnest later this year. I personally prefer taking time to establish a solid strategy, one that we can commit to and we know will work, rather than diving in haphazardly. And it’s important that it becomes a straightforward to manage process, that doesn’t take away from other important aspects of our day-to-day.

In exploring these platforms, I’m eager to see how they perform with our tailored strategies. The aim is not just to replicate what worked elsewhere but to innovate ways that resonate with the unique dynamics and audiences of each platform. By setting clear benchmarks and frequently reviewing our progress, we'll ensure that our efforts are not only purposeful but also impactful, driving towards tangible business goals while aligning with our broader values.

Maintaining Consistency

Now, one thing we will always be consistent with, are our newsletters. We send a newsletter out every Thursday morning. They are hugely valuable, filled with ideas and learning that our audience will benefit from. We have been consistent with our weekly newsletter for close to five years now, and I love writing these. I find them so straightforward to bring into my weekly schedule, they only take a few minutes to write and I know from all the replies we receive that they are hugely appreciated.

Our open and click through rates have remained very high, even as we pivoted from purely floristry related content to now sharing ideas and strategies to support small business owners. It’s fascinating as it has shown us that the majority of our audience have always been small business owners, initially within the world of flowers, but this is changing significantly with an influx from a huge variety of industries, across interiors, educators, fashion, scientists, art consultants, catering … the list goes on, it’s an incredible wide ranging number of sectors, with a specific focus on small business owners who are driven and ambitious, kind, and are looking for purpose from their businesses, beyond just money.

Through our newsletters I share personal stories of challenges I’ve figured out, actionable advice from recent discoveries, or insights from industry trends. Each piece of content is chosen to add significant value to your week.

Maintaining a consistent schedule has been important. We place our newsletters above all other forms of marketing. It ensures that you know when to expect to hear from us. It creates a regular touchpoint that I think and hope builds trust and familiarity. However, consistency definitely doesn’t mean stagnation. We continuously adapt our content based on what our audience needs the most, and this adaptability ensures that our newsletters remain relevant, engaging, and, most importantly, helpful.

In a digital age where platforms, trends and algorithms consistently change, newsletters offer a unique space for depth and reflection—a sort of quiet corner where we can engage in more meaningful conversations.

The Psychological Aspect of CHANGES

Going back though to Instagram, I will absolutely still be using Instagram, it will remain part of our marketing strategy, and I’m looking forward to posting frequently again, but what I have been enjoying, is by taking this pause, it has given me time to reflect on what works and what doesn’t, and to really understand and assess what makes the most sense. Rather than just continuously posting. I love taking time to stop, to reevaluate current strategies, and to consider what else we could be doing that might bring greater value and support to our audience.

Stepping away from a previously successful strategy, like our routine on Instagram, can feel a bit like leaving a secure job to start a new venture. It can feel stressful, but being open to change, especially in digital marketing, can absolutely create new and/or additional opportunities.

I have always been keen to explore new things, I definitely always question things, and I’m very much open to change and I don’t get stressed by change. I love learning and exploring, and I think this perspective helps alleviate some of the pressures of having to 'get it right' and opens up space to try new approaches with curiosity rather than anxiety.

For instance, LinkedIn users might be in a professional mindset, seeking content that will enhance their knowledge or career, whereas Pinterest users might be planning future projects or looking for inspiration, more receptive to visual storytelling and creative ideas. By aligning our content with the psychological state that users bring to each platform, we can create more meaningful and impactful engagements, and really help and support in the way we want to.

Embracing these insights not only helps in adapting to new marketing strategies but also ensures our marketing remains thoughtful, resonant, and ultimately more successful in creating genuine connections.

I’m really excited to see what happens, what we learn and how we can ultimately share more with you too. It’s not always about analytics, but also the human element—the emotions, expectations, and relationships that truly drive engagement and loyalty, and in turn in how much we love what we do and the enjoyment in the exploration and creativity that comes with it.

Concrete Steps & Recommendations

If you have been inspired by this episode and it is making you reconsider your own marketing strategies, to make sure they are absolutely aligned with your business goals and are authentic to your brand voice. Here’s a checklist and some guiding questions that you might like to consider:

• List all the platforms you currently use.

• Look at the analytics, based on engagement metrics and summarise how much they contribute to your business goals.

• Consider whether these platforms are exactly where your target audience is actively engaging?

• And does the content you post resonate with the audience on each platform?

• Think about the types of content you’ve been posting.

• Determine which content types perform best and think about new formats you can experiment with.

Consider what the primary goal is of your marketing efforts? Is it for example brand awareness, lead generation, community building. And decide which platforms best support your specific goals, and decide if you are using them to their full potential? How can you make your interactions more authentic to form a stronger connection with your audience? And are you really leveraging the strengths of each platform based on what your audience most want to see, hear and read?

And if you decide that you want to explore other options, don’t be afraid to step back or add in new platforms that might prove better options for your brand and audience. It’s better to focus on platforms that you truly believe in and enjoy using, rather than simply posting because you think it works and because everyone else you know uses it.

Now, I'd love to hear from you. How have you adapted your marketing strategies lately? What worked, what didn’t, and what insights would you love to share? Join the conversation by sending me an email, you can reach me via news@philippacraddock.com and I’m still checking DMs on Instagram. If you have questions or need advice on your marketing, I’d love to help and share my own insights and experience. 

Thank you so much for joining me, and remember, in a world where change is the only constant, staying adaptable in our marketing is not just strategic, it’s essential. Until next time, keep exploring, keep adapting, and keep pushing towards methods that truly reflect the heart of your business.

With huge love,
Philippa x