Marketing When You’re Overwhelmed: A Realistic Plan for Busy Business Owners
Who’s overwhelmed right now? 🙋♀️ I know it’s not just me.
Summer is here and between no school for those with kiddos, pop-up season, and the desire to do all things summer… marketing your business can feel like a full-time job you never signed up for. Because, unless you’re me, who did sign up for marketing, you wanted to run a business, not own a marketing agency!
You’re trying to soak up the sunshine, juggle kids’ schedules, ship orders, prep for events, and maybe sneak in some rest. Meanwhile, Instagram is nudging you to post again, your email list hasn’t heard from you in weeks, and there’s a TikTok trend blowing up that you meant to try but didn’t.
Sound familiar?
If you’re feeling overwhelmed, you’re not alone. The good news? You don’t need to do more. You just need a simple, sustainable marketing system that fits your life, even in the busiest seasons.
1. The Myth of Being Everywhere
Somewhere along the way, small business owners got the message that in order to be successful, they have to be everywhere, all the time. Instagram, TikTok, Pinterest, LinkedIn, Facebook, YouTube, Threads… it’s a lot.
Here’s the reality check:
You don’t need to post every day. Consistency doesn’t mean frequency, it means reliability.
You don’t need to be on every platform. You’ll get better results by showing up well in one or two places than half-showing up everywhere.
You don’t need to be viral. You need to be valuable.
Instead of trying to chase every trend or keep up with every algorithm change, choose 1–2 platforms where your audience is already spending time. Focus your energy there. Create a few key content themes (like education, storytelling, reviews, or behind-the-scenes), and build from there.
Success doesn’t come from doing everything, it comes from doing the right things consistently.
2. The Power of Batching
I will preach this again and again until y’all learn… One of the best-kept secrets of sustainable marketing? Batching.
Batching your content means creating multiple pieces of content in one focused sitting, rather than trying to post day-by-day in real time.
Here’s how to start:
Pick a focus for each content day. For example:
Monday = Reels
Tuesday = captions
Wednesday = photos
Set aside just 1–2 hours each week to create everything you’ll need for the next 5–7 days.
Use scheduling tools like Later, Planoly, or Meta’s Creator Studio to get your posts queued up. Instagram also allows scheduling directly in the app of 25 posts/reels at a time up to 75 days in advance… USE IT.
Once you’re scheduled out, you’ll free up brain space for more important things, like serving customers, fulfilling orders, remembering to put on sunscreen, eat, or pick your kid up from practice, or taking a well-deserved break.
Bonus tip: Don’t overthink your content. You don’t need a photoshoot every time. Your phone, your face, and your message are enough.
3. Repurpose Like a Pro
Another HIGHLY overlooked strategy that I will literally shove down people’s throats until they finally accept that they can do it. You don’t need to constantly create new content. You just need to learn how to use what you’ve already made in new ways.
Here’s how to stretch one piece of content into multiple:
One blog post can become:
An Instagram carousel
A few quick, talking-head Reels
A mini email newsletter
A Facebook post
One customer question can become:
A story with a poll
A captioned video
A saved highlight or FAQ section
One testimonial can become:
A graphic
A Reel overlay
A quote in your email footer
Create folders for your most reusable content: before & afters, kind words, helpful tips, product how-tos, and seasonal reminders. That’s your evergreen vault, pull from it when life gets busy. And remember, someone new is ALWAYS going to see it. Literally always.
Repurposing isn’t lazy. It’s strategic.
4. A Realistic Weekly Workflow
Here’s a sample weekly content routine that real business owners with real lives can actually stick to:
Monday: Plan
Spend 20–30 minutes outlining what you want to post this week. Look at your calendar. What’s coming up? Any promotions? Events? New arrivals? Map out a few ideas.
Tuesday: Create
Take photos, film a couple of Reels, record voiceovers, or design quick graphics using Canva. Keep it casual, done is better than perfect.
Wednesday: Write
Write captions while your visuals are fresh. Speak to your audience like a human, not a robot. Be helpful, honest, or funny, whatever feels natural to you.
Thursday: Schedule + Engage
Plug everything into your scheduler. Then take 10–15 minutes to reply to comments, DMs, or comment on others’ posts. That interaction boosts reach and builds community.
Friday: Review
Check your post performance. What did well? What got saved or shared? What flopped? Don’t obsess, just take note. Use that info to guide next week.
And if you fall off for a few days, no one’s judging. Just come back when you can. Consistency means returning, not perfection.
Final Thoughts: Start Where You Are
Here’s your reminder: You are not behind.
You don’t need to be on camera every day. You don’t need a 90-day strategy. You don’t need to master every platform. You just need a realistic system that fits your energy and bandwidth.
Start with one post a week. Then build up from there.
Even one thoughtful post can remind someone to buy, book, or share your business with a friend.
If you need some encouragement, a fresh take on a post, or just some advice… You know where to find me!
