Social Goals: Social media strategy for small businesses – Details, episodes & analysis

Welcome to Social Goals—the podcast that teaches social media and marketing strategies that actually work for your local small business—without dancing trends, posting three times a day, or burning out.

Hosted by social media strategist Kat, this trailer gives you a sneak peek into what Social Goals is all about. Every Monday, you'll get quick, actionable lessons, real conversations with small business owners, and content ideas you can post—fast. With over a decade of experience helping small-town businesses grow online, Kat is here to help you break free from the content creation hamster wheel and start marketing smarter.

It's time to do social, strategically. Hit play and get ready to level up your local business marketing with Social Goals!

Don't forget to like, subscribe, and leave 5 stars!

☺ Connect with Kat:

• Instagram: https://www.instagram.com/socialkatmedia/

• Threads: https://www.threads.net/@socialkatmedia

• LinkedIn: https://www.linkedin.com/in/kat-tepylo-murphy/

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

☺ Free Resources to help your small business:

https://socialkatmedia.com/resources?utm_medium=podcast&utm_source=social-goals

Trending audio is fun, but in 2025, it's not enough! In this episode of Social Goals, Kat Tepylo Murphy breaks down why original audio—your voice, your story, your expertise—should be a core part of your content strategy.

Learn how to cut through the noise, build stronger connections, and make your audience trust you enough to buy from you. Kat shares three powerful ways to use original audio, plus practical tips to help even the most camera-shy entrepreneurs show up with confidence.

Episode Highlights:

• (00:05) Why trending audio isn’t enough for 2025
• (02:20) The importance of balancing quick trends with meaningful content
• (04:14) Talking Head Reels – How to casually engage with your audience
• (08:27) Green Screen Reels – A creative way to showcase your thoughts
• (11:43) Voiceovers – Perfect for camera-shy business owners
• (16:48) The power of showing up: How original content builds real-life connections

Key Takeaways:

• Social media is crowded—your voice makes you stand out.
• Talking directly to your audience builds trust and connection.
• Original audio helps potential customers feel like they know you before they buy.

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

Are hashtags still relevant on Instagram in 2025? If so, how many should you use? Should you still include 30, or is less more? In this episode of Social Goals, Kat breaks down the current state of hashtags and how they impact discoverability on Instagram today.

You'll learn the best hashtag strategies for local small businesses, including how to choose the right hashtags for your posts, where to place them, and how to create a hashtag cheat sheet to streamline your content creation. If you're tired of overthinking your hashtags, this episode will help you simplify your approach and get back to posting with confidence.

Listen now to learn:

✅ The truth about hashtags in 2025 – are they still effective?

✅ How many hashtags you should use in your Instagram posts

✅ Why hyper-relevant hashtags outperform generic ones

✅ The four essential hashtag categories for small businesses

✅ How to create a hashtag cheat sheet to save time

Timestamps:

00:00 The Evolution of Hashtags on Instagram

05:00 The 4 types of Hashtags you need

13:00 Building Your Hashtag Cheat Sheet

Hashtags are still a powerful tool—but only if you use them strategically. Hit play and start optimizing your content today!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

Don't forget to like, subscribe, and leave 5 stars!

☺ 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

What's your story? In this debut episode of Social Goals, Kat shares her journey from small-town dreams to building a thriving social media agency—only to realize that success didn’t look the way she had imagined.

After experiencing extreme burnout and a big injury, she made the bold decision to restructure her business and realign with her passion: supporting small businesses in a way that is fun, sustainable, and fulfilling.

She shares the lessons learned, the pivotal moments that shaped her path, and why this podcast is the next chapter in her story.

Marketing should be sustainable, fun, and fit into your life, not overwhelm it.

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

Your Instagram profile is more than just a collection of posts—it's your digital storefront and first impression. In this episode, Kat shares practical strategies to make your profile stand out, connect with the right audience, and boost your discoverability on the platform. From an Instagram audit to tips for bio creation and link optimization, this episode provides everything you need to level up your profile.

Key Takeaways:

• Why your Instagram profile matters as a first impression.
• Four essential questions to audit your profile.
• Tips for creating a bio that resonates and converts.
• How to optimize your name field for searchability.
• The power of highlights and pinned posts for storytelling.
• Choosing the best link-in-bio strategy for your business.

Time Stamps

00:00 The Importance of Your Instagram Profile

05:49 Conducting a Profile Audit

06:31 Optimizing for Search Visibility

09:29 Crafting an Effective Bio

14:08 Utilizing Links Effectively

18:40 Enhancing Highlights and Pin Posts

Don't forget to like, subscribe, and leave 5 stars!

Sign up for Instagram Bio Micro Workshop waitlist: http://socialkatmedia.com/bio-workshop-waitlist?utm_medium=podcast&utm_source=social-goals

See Kat’s custom link in bio: https://socialkatmedia.com/links

☺ 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

In this episode of Social Goals, Kat Tepylo Murphy sits down—literally, on the studio floor—with business friends Maddy (@bymaddyaucoin), Ally (Akari Digital), and Mariah (Mariah Makes It Happen) to spill their biggest content icks. From cringe-worthy hooks to misleading marketing tactics, they’re calling out the content trends that just don’t work—and sharing better strategies to keep your audience engaged.

What You’ll Learn in This Episode:

• The content marketing mistakes that instantly turn people off
• Why some viral trends hurt your brand more than help it
• How to create authentic, engaging content without the gimmicks
• The fine line between hooking your audience and misleading them

Connect with the guests:

1. By Maddy Aucoin: https://www.instagram.com/bymaddyaucoin/
2. Akari Digital https://www.instagram.com/akaridigital/
3. Mariah Makes It Happen: https://www.instagram.com/mariahmakesithappen/

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

In this powerful episode of Social Goals, The Pod, host Kat Tepylo Murphy welcomes farmer and advocate Emma Lee Harrison from Harrison Hill Farm to discuss the importance of authenticity in online spaces, particularly on Threads. Emma shares her journey of using her farm's social platforms to build a supportive community, speak up for human rights, and create a safe space for open conversations. From navigating viral moments to embracing change and growth in branding, this conversation is a must-listen for anyone looking to use their voice meaningfully online.

Takeaways

• Threads is creating a supportive environment for authentic self-expression.
• Social media should be used strategically to connect with audiences.
• Building a community is essential for effective advocacy.
• Kindness can be a powerful tool in social media interactions.
• Everyone has the ability to influence and create change.
• Women should feel empowered to share their voices and experiences.
• Sharing beliefs can attract like-minded individuals to your brand.
• Engagement on social media can lead to meaningful connections.

Resources & Mentions:

• Follow Emma on Threads & Instagram: @theharrisonhillfarm
• Join Emma’s email list for farm updates & advocacy insights: https://harrisonhillfarm.myflodesk.com/
• Get 50% off your first year with Flodesk: https://flodesk.com/c/KATTEPYLO

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?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

In this episode of Social Goals, Kat sits down with Heather Litster — holistic health practitioner and founder of Moon & Bloom — to talk about creating content that flows with your energy, not against it. Heather shares how one reel went viral (over 3.5 million views!) and the unexpected emotional weight that followed. Together, they unpack how to prepare for virality, why capturing simple B-roll is a must, and how syncing your content creation with your menstrual cycle can make social media feel a whole lot easier. If you’ve ever felt content fatigue or worried you can’t keep up, this episode offers both relief and strategy.'

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

☺ Connect with Heather:

• Moon & Bloom on Instagram
• Cycles of Change Project
• Heather’s Website

☺ 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

B-Roll Checklist: https://socialkatmedia.com/resources-broll?utm_medium=podcast&utm_source=social-goals

Small businesses don’t need clickbait or manipulation to thrive. In this episode of Social Goals, Kat is joined by copywriting expert Maddy Aucoin to share how small business owners can use authentic, honest marketing to build real community — without relying on sleazy sales tactics or viral trends. They discuss the dangers of fear-based messaging, why trust and transparency matter more than ever, and how infusing your everyday life into your content can strengthen your brand (plus simple ways to show up online that feel good for you and your audience.)

What You'll Learn:

• What honest marketing looks like for small businesses
• How fear-based tactics hurt your reputation and bottom line
• Why authenticity wins over "expert hacks"
• How to use your real life (like coffee shop visits or hobbies) to connect with customers
• Easy ways to show up more consistently and joyfully online

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course https://socialkatmedia.com/social-goals?utm_medium=podcast&utm_source=social-goals

☺ Connect with Maddy:

* Instagram: https://www.instagram.com/bymaddyaucoin/

* Website: bymaddyaucoin.com

☺ 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

Marketing data doesn’t have to be overwhelming. In this episode, Kat and Ally bust the myth that analytics are only for big brands and dive into how beginners can harness simple data to make better decisions. From Instagram metrics to checkout optimization, they explore the real reasons small businesses should start using data now—not later.

Kat and Ally break down:

• Why data matters more for new or small businesses than big ones
• The 5 essential metrics every product-based business should track
• Real-world examples of small tweaks that tripled conversions
• How Kat uncovered a hidden issue in her launch with Ally’s help
• Why UTM codes are game-changers for data tracking
• The 4 pillars of marketing strategy: Reach, Nurture, Convert, Retain

🔗 Resources & Mentions:

• Ally's FREE Google Analytics Self Audit: https://akaridigital.thrivecart.com/google-analytics-self-audit/?coupon=SOCIALKAT
• Follow Ally on Instagram: @akaridigital
• Start here with Ally’s beginner resources: akaridigital.ca/start

Don't forget to like, subscribe, and leave 5 stars!

☆ Build your custom social media game plan with Social Goals: The Course

☺ 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