I’m sharing a softer, smarter way to approach your marketing, especially if you’re a solo health practitioner or small business owner in the wellness space. My questions are around your marketing supporting your wellbeing? Or silently burning you out?

In this episode of The Hayley Osborne Show, you’ll learn why traditional marketing advice often leads to burnout. How to build simple, sustainable rituals for visibility and a behind-the-scenes look at how I structure my own content with energy and ease in mind.

Marketing shouldn’t feel like a second full-time job. It should feel aligned, energising, and in flow with the way you run your business and your life.

This is your permission slip to do things differently.

🎧 Hit play and let’s light up your marketing rhythm together.

Want support creating a feel-good marketing plan for your health brand?

Learn more about my Magnetic Marketing Formula: https://hayleyosborne.com/magnetic-marketing-formula#join-now or connect with me on Instagram @hayleyosborne.


SUMMARY 

0:00:00 – Introduction to episode 167, Hayley’s business shift, and podcast overview

0:03:30 – Discussion on wellness and individual definitions of wellbeing

0:05:00 – Addressing burnout for solo health practitioners in marketing

0:06:30 – Marketing as a practice, not a performance

0:07:30 – Burnout problem in marketing for health professionals

0:09:07 – Daily habits and marketing rhythms

0:11:00 – Personal example of habit stacking (morning run and gardening)

0:13:00 – Weekly and monthly marketing rituals

0:15:30 – Importance of having a marketing strategy

0:17:00 – How Hayley structures her own marketing for wellbeing

0:19:00 – Creating content in 90-minute sprints

0:20:30 – Repurposing content and working from a top-down approach

0:22:00 – Conclusion and call to action for Magnetic Marketing Formula

0:24:00 – Closing remarks and invitation to share the episode

Hayley Osborne

Welcome back to another episode of the podcast. I am so glad that you are here. I am Hayley, and this is episode 167 and I’m talking today about marketing that feels good, more importantly, a wellness approach to business growth. And if you are just tuning into this episode for the very first time, it’s nice to meet you. I am Hayley Osborne, and a couple of weeks ago, I announced a big shift in my business where I am now supporting health brands on their journey to marketing their business and doing it with standout marketing that really connects to create a real impact and grow thriving practices.

So if you haven’t, if today is your first time joining me, go back and listen to two weeks ago, so last week and the week before, first and then today, which is just a nicer flow. And there, you know, short, punchy episodes. So you can listen to it in the car, from start to finish, pretty much wherever you go. So you know, around 13 to around 25 minutes, which is lovely, and you get that bite sized piece of information.

You take something away, enough to get one thing really, and then you go and you implement it, and you activate it, which I think is really important, because if you’re constantly learning and you’re upskilling and you’re educating yourself, but you’re not activating on what you are learning, then that’s massive too.

You have to take action. And I do know that. I think that the way that I’m able to run my business and how it is successful is because I move very fast, and I have three small children, so I don’t mess around. And in this podcast episode, I really want to talk about how I structure my content and my workflow so it works with my wellbeing, not against it. And when I say the word wellbeing and wellness for me, it probably means something different to you and to what it does for everyone, because everyone takes that as everyone’s wellness is different. It looks different for everyone. So what works for me won’t work for you, because, you know, I, for me, might be sitting down for a few minutes of peace with a cup of tea that day, okay, because my children are very small, but that might not be for you.

So it might be every Friday you go and have a massage or something like that. And so anyway, I’m really excited to sit down with you today for a conversation that’s really been bubbling inside for a little while now. So if you’re a solo practitioner in the health space, maybe you’re a physio, an acupuncturist, a naturopath, a therapist or a coach, then I know one. I already know one thing about you, and I know that you’re deeply passionate about helping people and making them feel better. But are you feeling good in your own business? Specifically, though, does your marketing feel good? Okay? Because here’s the truth, it’s not just a tool for growth, right? It’s part of the health of your business. And I hope that doesn’t sound funny, but it is.

And so like anything that’s related to health, it only works when it is sustainable, okay? And so when it supports you and it supports your clients. And so I think today I want to talk about the burnout problem that I see way too often in marketing for solo health practitioners, and this has come up a few times for me, even in the last week. So that’s why I want to highlight that and the rituals and the rhythms that actually support sustainable visibility, and then how I personally structure my content so that it works with my wellbeing, not against it.

So one of the big things is the burnout problem in marketing, specifically for health professionals, okay, and I know you burnout is a massive word, and everyone feels that way differently. So you know, people burn out differently, and burnout can be another word for just getting tired and needing to rest and needing to stop and needing to reevaluate what you’re doing and just having to put a pause or put the brakes on because you’ve just gone too hard. But specifically for health professionals, where your work was so much of your work is already really emotional, it’s really empathetic, and it’s very energy intensive.

Okay, so then you are absorbing all of that from your clients, and then add the pressure onto yourself to show up online and create. Content and send emails and update your website and follow trends and do all with a smile. It’s a lot, and it can start to feel like another job on top of your job. And I’ve noticed that so many people start off really strong, and then they drop off the radar. And you know, it’s pressure, so the consistency that is required if you don’t have a strategy across your marketing can feel like pressure, and you can feel like unless it’s perfect, that you shouldn’t post it all, and usually that’s down to not having a strategy.

So if you reframe it a little bit like this, where marketing is not a performance, it’s a practice, okay? And that can sound really good for you if you do have practice. So it’s just like meditation, it’s just like yoga. It’s like eating healthy, it’s like moving your body. It’s a practice. It’s about, you know, not being on all the time, but it’s about showing up with intention again and again and again. And that’s what I do. So the second part of this is, you know, rituals and rhythms for sustaining being visible.

Okay, so sustainable visibility, big words, but pretty much that just means to be able to sustain and maintain showing up okay where you need to, and meeting your clients where they are. So what does that actually look like? Because sustainable marketing isn’t about doing less okay. It’s about doing what works for you in a way that works for you. So think of your marketing a little bit like your wellness routine or art wellness routine.

So let’s start. There are three things I want to talk about, daily habits. So how you’re showing up across your Instagram stories daily, how you are replying to direct messages and a post, you know, a day or every second day. They’re daily habits. And when you have it stuck, it becomes easier to do. And I have to do that in my life. So, so, so much.

Okay, so a lot of you know I go for regular runs. If you follow me on my stories, I head out in the morning for a run. And this is going to sound so crazy, and I’ve never shared this before, but when I come home from my run, I’m already like, sweaty and gross and all the things, and I do some stretches, and then I go into my front garden and I pull out some weeds, because otherwise I’m not going to get a chance to do it.

And yeah, we have a Lawnmower Man. We have someone that takes care of our lawns, but never the waiting. And it actually has become the best, awesome habit stack I ever did, because it gets done and it feels very therapeutic. I actually really enjoy doing it, which is why I do it and I get, you know, five more minutes alone without going inside, and so I’m already dirty, so I’m going to have a shower anyway. It just makes sense. It’s honestly the best thing I’ve ever done.

Now we could make a thing of it, right? Get the kids involved and do all that, but I choose not to, because I want to selfishly do it myself. I know that might sound crazy anyway. So what are your daily habits? I digress, but I love to digress, and maybe you’ll stack that one onto your morning exercise as well. But here we are. It’s got to get done somehow, right? So that’s how I do it, same as when it’s warmer weather, you know, putting the sprinkler on the front lawn, like before a run. And I come home and it’s done, and I turn it off.

It’s the best I don’t ever have to, you know, I don’t forget about it because I come home and I see it’s on anyway, weekly rituals, okay, so creating a piece of content, recording a podcast like this one, when do you do it? Or sending your weekly email to your database, okay? It is a wellness routine, so think of it as you got to lean in and think of it as a positive, and then your monthly reset. So do you review what’s worked?

Do you plan, like your upcoming content, what’s happening, and do you check in with your goals? So I know that I’ve got a busy month, and I know that I have to be super planned this month to be able to make it through, and I need to allocate, like, where I’m working and where I’m not, and that’s okay. Otherwise, you know what that looks like for me is burnout. I get really tired, and I don’t want that, and so it’s all it’s all planned. And I think that when you build your marketing rhythms. And you know, the way you can create sustainable marketing that is consistent and keeps you visible is if it fits in with your energy, and if you stop fighting it, okay, so you gotta stop ghosting your audience and have a strategy.

So that you stop burning out and honestly, like, if you don’t show up on your stories for a couple of weeks, and then you’re like, I just, I just thought I would pop in. I just, you know, that is my biggest bug bear. You don’t just do anything. People don’t even know that you haven’t shown up in your stories. So don’t highlight it. Just get on with it and keep talking about what you’re doing, because they’re watching other people’s content, if they’re not watching yours, never forget that.

So you’ve got to have a strategy so that you don’t burn out, that you can be sustainable and that you can be consistent. And you don’t want to be pulling back when you get busy, because if this has been one of the drivers of your revenue, and that is, as you know, is a key driver to visibility and helping your practice thrive, then you don’t want to stop doing it. Once it starts working, okay, you want to keep doing it, okay. And this is exactly one of the things that I teach inside the magnetic marketing formula, is how to create a rhythm that’s unique to your business and unique to your energy without burning yourself out, because that sucks.

And you know, we’ve got planners and prompts for this. Because sometimes, you know it is well, sometimes, all the time, it’s the system that saves you sanity. Honestly, systems are everything. Systems and processes for me run my life, and, you know, help me run my business and run my home as well. The third part of this podcast is how I structure my own marketing for well-being. So I’m not here preaching what I don’t practice at all. My marketing has a structure, but it’s structure that really supports my well-being.

And so here’s what it looks like for me right now, especially as a busy mum of three small children. So pretty much I create in, I’d say, 90-minute sprints, Max. I batch my podcast episodes, and, you know, my assistant schedules them for me so I don’t touch it. So once it’s recorded, everything else is done for me. And that hasn’t, you know, you think, Oh, lucky her. Like that all gets done. But no, I’m not lucky. Like I have trained somebody to do that. I have systems and processes in place that teach them what to do, and it gets done.

And, you know, they’ve become my beautiful assistants and become like an extension of my business, which is so nice. And, you know, I do repurpose content across multiple platforms because it saves time and it keeps my message consistent. And I do work from a top-down approach. Okay, so I work with a hero piece of content, and then everything grows out from there, which is beautiful, which is this, which is my podcast. And so nothing is done, just because it is all very strategic, and I build the rest into my content calendar.

And so, you know, if I have a launch or a big content push or something like that, I intentionally schedule some time after where I’m not doing anything. And that’s how I say, really consistent without crashing. And lots of people ask me all the time, like, how do you get your energy from? And you know, how do you do all the things?

This is how. And I want you to be able to do this for yourself too. Because when it feels good, when marketing feels good, it works better, and your audience can sniff it from a mile away, and people feel your energy behind how you’re showing up. I think that’s really important. So if you’re a health brand, or you’re a solo practitioner, and you’re ready to build a business that grows without sacrificing your well-being, know this, there is a way your marketing can feel energized, creative and aligned, and it doesn’t need to be rush, reactive or overwhelming, because I know that after a day of seeing clients, and you know people in your practice, you are burnt out because you have been absorbing a lot of emotion from other people, whether it be doesn’t matter what you’re doing.

If you’re in the health space, that’s what you’re doing. You are helping people be better in some way, shape or form. So if you want to find out more about magnetic marketing formula, doors are opening soon, you can add yourself to the wait list or head we’ll head over to my website, Hayley osborne.com, and you can have a look there at what it is and who it’s for, and it’s for eight weeks. And yeah, doors are opening soon.

So add yourself to the waitlist, because there’s some awesome bonuses on the wait list if you join in the 48 hours before the doors open, period from the wait list so it if you loved this episode, I would love for you to share it with somebody that you think that it might help, because that means that I can get into the ears of more people.

And, you know, tag me on Instagram or send me a DM. If you like this episode, I get a lot of messages, which is so nice. Eyes. And you know if you’re seeing if you’ve seen this in your inbox, in your email, just reply back to me. I love having you know you appear in my inbox anyway. I hope you have an awesome day doing whatever it is that you are doing, and I will see you next week. I hope you love this episode. Bye.