🌴📈 Business isn’t taking a summer break! Join Summer School: June 3rd–5th!
Save your FREE spot→

How to Plan, Post & Grow on Social Media Without the Overwhelm

Boutique Chat
Boutique Chat

APPLE PODCAST | SPOTIFY | YOUTUBE

What’s the secret to growing a thriving brand online in today’s ever-changing digital world—and how can small businesses stand out? Peg Fitzpatrick, acclaimed author of The Art of Small Business Social Media: A Blueprint for Marketing Success, joins us today to break it all down. Drawing from her own experience moving from traditional marketing to social media mastery, Peg shares expert insights on growing a thriving brand online. Listen in as she explains how small business and boutique owners can identify their ideal customers, create content that truly resonates, and more.

How to Plan, Post & Grow on Social Media Without the Overwhelm

The Brussels Sprouts Effect: Engaging Content Isn’t Always on Brand—And That’s Okay

Peg put it perfectly: “Everyone has an opinion on Brussels sprouts.” And while your biz might have nothing to do with vegetables, jumping in on everyday, human conversations can make you more relatable and memorable online. Why? Because it builds community, keeps you top of mind, and—bonus—breaks the algorithm.

Content doesn’t always need to sell. Sometimes, it just needs to connect.

Overwhelmed? You’re Not Alone—Planning is Key

Ashley highlighted what most small business owners feel daily: the overwhelm of constantly needing to post. “Maybe it’s just me and one employee—how do I get it all done?” The answer? Planning—and not being afraid to lean on tools that make the job easier.

Enter: AI as Your Content Sidekick

Peg shared how she’s been using tools like ChatGPT and Magai (a multi-AI aggregator) to plan and create everything from Instagram Notes to full-blown carousel posts. By training AI to match her tone and brand voice, she gets personalized help on the fly—even down to asking it for a quick, four-word Note post after the election. (Pro tip: “Hot take—I love Brussels sprouts” might just be your next viral Note.)

Whether you’re brainstorming carousel ideas like “5 ways to style sparkly hair clips this holiday” or repurposing content for Pinterest and LinkedIn, AI can do the heavy lifting on copy so you can focus on visuals and creativity.

Let People In: Process Over Perfection

People crave connection. And nothing does that better than showing the behind-the-scenes of your biz. Peg shared her love of transformation videos and gave a shoutout to her friend Sandra Sallin—an 84-year-old beauty blogger with a cult following who does makeup tutorials with a raw, unfiltered vibe.

“She’s not selling the thing. She’s just doing it and talking,” Peg said. That’s the kind of storytelling that builds community and keeps people coming back.

Your followers want to know there’s a little bit of a hot mess behind the scenes—just like them.

Speak to One, Not Everyone

One of Peg’s top content creation tips? Visualize your audience as one specific person. “It’s a small business owner. She’s a florist. She has one part-time employee…” The more specific you get, the more your message will hit the right people.

Because your audience isn’t everyone. And it never will be.

When people start commenting, “I needed this today,” that’s when you know you’re getting it right.

No More Filters, Just Realness

Gone are the days of overly filtered, overly perfect content. People are tired of the highlight reel. Now, authenticity wins. Whether it’s showing your real face, admitting you’re in your pajamas for a live, or sharing your favorite mascara trick (Peg loves fake lashes, Ashley’s still hooked on lash extensions), being real sells.

Picking the Right Platforms

So where should you actually show up online? That depends on your audience—but Peg emphasized that Instagram is still powerful (though time-consuming), and Pinterest is massively underutilized.

Her favorite part about Pinterest? “Every single thing that you do gets a link.” That’s pure gold when it comes to driving traffic and making your content work harder for you.

Final Takeaway

If you’re feeling like you’re talking into the void or just too overwhelmed to even start posting—know this: content that builds community isn’t about being perfect, it’s about being present. Use tools like AI to lighten the load, post with purpose, and show up as your authentic self.

Oh, and next time you’re stuck on what to post? Try Brussels sprouts.

In This Episode

Let’s Connect #AskAshley

  • Have a question or guest recommendation? Let us know your feedback directly here!
  • Do you love the Boutique Chat Podcast?! Subscribe to our podcast and after that, leave us a review on iTunes Apple Podcasts here!

Must Have Resources

Join The Boutique Hub

Recent Posts:

  • Is a Spring-to-Summer Re-Merch Really Necessary?(Yes—Here’s Why)
    Because spring and summer products can feel visually similar, many store owners underestimate the importance of this seasonal change. But customer shopping behavior, visual expectations, and marketing strategies have evolved—making this flip more important than ever.
  • June Market Scoop with Atlanta Apparel
    June Market is almost here, and the Atlanta Apparel team is ready to help you make the most of your trip! Whether you’re a first-time attendee or a seasoned buyer, there’s something for everyone this June 3–6. We sat down with Sarah Beth Jackson, Director of Buyer Services, and Alejandra Trombetta, Senior Events Manager, to give you a sneak peek of everything you can expect at this exciting event.
  • What You Never Knew About The Boutique Summit
    Hey friends! If you’ve been around The Boutique Hub for a while, you’ve probably heard about The Boutique Summit—our industry’s biggest and longest-standing business conference. But today, I want to give you a behind-the-scenes look at the real story. Not the polished highlight reel, but the wild, unexpected, chaotic, and inspiring journey of how this event came to life—and how it’s grown into something bigger than I ever imagined.

JOIN THE LARGEST & MOST TRUSTED BOUTIQUE RETAIL COMMUNITY IN THE WORLD.

Never grow alone. Join the community that gets it.

Join Now
Summer School June 3rd - 5th
Skip to content