Ep 105: How to Stop Performative Marketing and Build an Aligned Business Strategy with Caroline Hull
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I brought Caroline on the podcast because she made a big pivot in her business, and honestly, she’s one of the reasons I felt confident making mine. If you’ve been showing up online in a way that doesn’t feel like you, her story (and what we uncovered together) might be the nudge you need.
From agency growth to aligned coaching
Caroline built what so many of us are told to build: a “real” business with a team, systems, and dozens of clients at once. On paper, her podcast agency looked like success. Behind the scenes, she felt disconnected. She had even taken her name off the brand because it didn’t feel like her anymore.
Then AI changed the industry, and she realized something bigger: she didn’t want to evolve into more of the same. She wanted deeper work. Coaching. Conversations. Connection. So she rebranded back to her own name and stepped fully into spiritual life coaching.
That kind of change sounds massive, but when you hear her talk about it, it makes perfect sense. She’s lit up in a way she wasn’t before. And that’s when I realized — no wonder my own content felt heavy.
Why performative marketing burns you out
Caroline admitted she hated creating reels and Instagram posts back in her agency days because it all felt performative. She was performing strategy instead of speaking from alignment.
That hit me. Because I’ve felt it too. When I was only “the Instagram strategist,” I treated posting like a job requirement. I had to chase trends, keep up with schedules, and prove I knew my stuff. It was exhausting.
The second I stopped obsessing over vanity metrics and started sharing what I actually believe about marketing, it got easier. And just like Caroline, my audience responded better when I stopped forcing it.
What happens when you let go of “shoulds”
The shift for both of us came when we stopped building our businesses on shoulds.
You should scale with an agency.
You should launch this exact way.
You should post every day.
Caroline asked herself two simple questions: What do I actually want? and How do I want to spend my time?
Her answers led her to coaching and to simplifying everything — fewer offers, fewer tools, and more work that fits her real life. I’ve been doing the same. I pared back my offers, focused on projects that allow deeper connection, and stopped pretending plug-and-play templates were the solution.
Funny enough? Both of us saw better engagement, more ease in creating content, and less stress once we dropped the shoulds.
Life and business are connected — and that’s okay
For years, I tried to separate “life” and “business.” But as a homeschooling mom, that just doesn’t work. Caroline said the same.
Back when she ran her agency, she was glued to client emails, waking up stressed, and carrying responsibility for everyone’s results. It bled into her family life and left her anxious.
Now, because her work actually aligns with who she is, she feels more balanced. And that shift makes it easier to show up online without resentment. The lesson? Stop fighting the overlap. Build your business to support your life, not compete with it.
Remembering who you are (and why it matters for marketing)
Caroline told me about a TikTok that said: Dress to make your fifteen-year-old self proud. It made her laugh — because her teen self would’ve been horrified at how far she’d strayed from what felt authentic.
So she started small. Wearing more of what she actually liked. Bringing her personality back into her everyday life. And funny enough, once she did that, it became easier to show up authentically in her business.
I’ve seen the same thing. When you stop editing yourself offline, your content online naturally becomes more magnetic.
Simplifying strategy creates stronger results
Before shutting down her agency, Caroline tried one last push: new branding, funnels, automations, offers. She did everything the “right” way. And a month in, she realized she hated it.
So she stripped it all back. One automation. A move to Substack. A simple publishing rhythm. And her response went up.
That’s not a fluke. When your systems are quiet, your message gets louder. I’ve been simplifying my own strategy too — fewer offers, less noise, and more focus on the buyer journey that actually leads to sales.
Real alignment isn’t aesthetic
We also talked about how the opposite of hustle can become performative too. The perfect “slow living” aesthetic. Morning routines that look good on Instagram. Flowing dresses and meditating kids sipping tea.
That’s not the point. Real alignment isn’t about staging your life. It’s about checking in with yourself before you agree to strategies, offers, or content that drain you.
What this means for my membership
I haven’t done a big public announcement yet, but I’ve already made changes inside my membership. Less focus on templates for the sake of posting. More focus on clarity, intention, and support that fits a mompreneur’s actual schedule.
I gave members the option to leave. No one did. They were excited about the changes. That was my confirmation that alignment works.
Permission to pivot without guilt
Caroline is closing her podcast membership. That was a dream of hers for years, and letting go wasn’t easy. But no one sent angry emails. Her people were fine.
It’s proof that you can evolve without burning everything down. If your business isn’t working for your life anymore, you’re allowed to change it.
Takeaways from this conversation
Aligned work makes aligned marketing.
When you stop performing, engagement goes up naturally.
Simplifying strategy creates stronger results.
Your business should fit your life, not the other way around.
You have permission to pivot, even if it means letting go of what once looked like success.
Talking with Caroline reminded me that marketing doesn’t have to feel like a performance. If your strategy feels heavy, it’s probably a sign that something needs to shift.
If you’re ready to stop forcing performative marketing and build a strategy that actually sells while fitting your real life, check out Content That Converts — the membership designed for busy mompreneurs who want less stress and more sales.
MENTIONED IN THIS EPISODE
👉 Grab Caroline’s free meditation: www.carolinehull.com/meditation
👉 Connect with Caroline on Instagram: www.instagram.com/carolinethevoicekeeper
👉 Get Sydney's Buyer Journey Content Map: https://sociallyyours.biz/buyerjourneycontentmap
