I just sent my twin daughters to kindergarten this past month and wow—it’s truly a new chapter in every single way. As a family, we’re getting up at the crack of dawn to make car rider drop-off line, figuring out how to pack lunches the night before instead of doing the morning scramble, sorting through new social dynamics for each of the girls, trying to get involved in school volunteer work and activities, and learning how to remember homework packets, library returns, and all the things.
Meanwhile, I’m staring at a big, blank calendar and relearning what my schedule and routine look like as a mom and business owner who just freed up 17 more hours a week (again—wow).
That being said, I’m also feeling like I’m coming “back to the basics.” Yes, it’s been a minute (okay, a couple of minutes) since I went to elementary school. Yes, school has changed dramatically since I was riding the bus and learning how to read. But there’s also a sense of recognition here. It feels like a whole new world, and it’s also a world, a routine, and flow that feels familiar.
The Back-to-School Burnout Cycle
The back-to-school energy can often feel frenetic. In fact, I remember it feeling that way all the way up until I graduated college. The long days of summer wind to a close, and suddenly we’re buying pencils, lunch boxes, and convincing ourselves that a new planner will change our lives (I can’t be the only one).
Goals get set, and we sign up for too many extracurricular activities. We start the season at a sprint and all too often find that we burn out before we hit our stride.
I find the same is true as adults. Often, at the start of a new season, we come out of the chute at a breakneck pace that just isn’t sustainable. As business owners, we’re especially susceptible to this, particularly when we find we have more time or energy on our hands. And, as we all know, back-to-school season is the king of increased time, energy, and “returning to a routine.”
A Better Way Forward
So, this year, instead of trying to do all the things and burning out before Halloween, I encourage you to narrow your focus and hone your energy on a handful of marketing to-dos that actually move the needle:
1. Evaluate your digital footprint. Do you have a website you feel proud of? Does it help you get found via Google and AI search? Do you need to beef up your reviews on Google or industry platforms? Does your messaging still match where you’re growing to? These are good, time-bound research projects with clear outcomes and next steps to add to your calendar.
2. Focus on 2-3 channels that actually work for your business, and double down. You don’t need to be on TikTok if all of your clients are on LinkedIn. You don’t need a podcast if you’re getting traction from your blog. Pick a few key channels you’re focusing on and ditch everything else. Then watch yourself make real progress.
3. Set some realistic goals to close out the year. For example, I set a few goals for our firm to:
- Consistently post on LinkedIn (our highest converting social media platform)
- Increase our email list by 100-200 subscribers
- Blog monthly
Seriously, that’s it. And I blocked time in my calendar and said “yes” only to the activities that will make those three goals possible.
Ready to Get Back to Basics?
Sometimes the most powerful strategy is the simplest one. If you’re feeling overwhelmed by all the marketing “shoulds” and ready to create a focused, sustainable approach that actually works for your business, I’d love to help.
Let’s chat about creating a marketing strategy that fits your real life—not the one you think you should have. Schedule a free 30-minute strategy call and let’s get back to the basics that will move your business forward without burning you out.
Because the best marketing plan is the one you’ll actually stick to.