#206 - Maximize Your Social Media Channels
This episode is about efficiency: getting visibility on every platform without multiplying your workload. Helen walks through her own recent experiments, especially on LinkedIn, a platform where she barely posts and has low engagement, but where the right people are quietly watching and it's led to real client and business opportunities. She also breaks down how she's turned viral trend tutorials into email list lead magnets, and closes with a personal story about instruction quality that ties back into why her teaching style works.
Key Points
- A wake up call: a client noticed and pursued Helen for a project after seeing a low engagement LinkedIn post. Low visibility numbers don't mean low impact, they can mean impact with the right people.
- LinkedIn can't be automated through repurposing tools the way TikTok to Instagram, Facebook, Snapchat, and YouTube can, and it needs a different voice (more business forward, not corporate speak).
- Helen's LinkedIn method: instead of creating separate content, she takes 2 to 3 posts she's already making each week and reframes the caption for a business audience. Example: the app launch post became "two years ago I thought about having an app, here's what I learned getting there" instead of a direct promotion.
- Repurposing content that already exists, rather than positioning it to sell, works because it reads as a lesson or case study rather than a pitch.
- Lead magnet strategy: when a trend blows up (Jon Hamm trend, "Hey Leo," "Like a Prayer") and people can't easily find or download the clip, Helen makes it available in exchange for an email. The Jon Hamm trend alone brought in over 13,000 emails. The value isn't an exclusive resource, it's removing friction (most people don't know how to screen record).
- Try this repurpose app: https://repurpose.io?fpr=muthership
- : Helen credits it with driving thousands of Instagram followers from content she wouldn't have posted there otherwise. Tradeoffs include manually re-adding tags and thumbnails on the other platforms, which she treats as low priority and doesn't let slow her down.
- The "TV stations" mental model: treat TikTok, Instagram, YouTube, Facebook, and Snapchat like different channels. The same content reaches different people depending on what the algorithm feeds them where, so repeating content across platforms is maximizing opportunity, not being repetitive.
- Not every viewer engages, and that's fine. People who watch without liking or commenting still count, and Helen has had multiple people mention her content in person despite zero engagement online.
- Personal tangent: a recent water sports lesson highlighted how much a good instructor changes the outcome (breaking things into progressive steps with the reasoning behind each one) versus a bad one, and how this mirrors Helen's own approach to teaching social media strategy.
