How to Rethink “Marketing” When Nothing You Post Seems to Make a Difference to Your Birth Business
You pour your heart into a post…
...and then it vanishes into the void.
No likes. No comments. No clients.
And yet, even with zero engagement, you feel like you can’t stop posting.
Because if you do… won’t your business disappear too?
If this is you, I want you to know:
You’re not doing anything wrong.
But the way you think about marketing might need to shift.
Let’s talk about what’s really going on behind that “nothing I post matters” feeling and what you can do instead that will make your efforts feel more easeful and more effective.
Why Marketing Feels So Discouraging Right Now
If you’re a birth worker, newborn care specialist, or doula, you got into this work because you want to help families, not to become a full-time social media manager. But in today’s world, being “visible” feels like part of the job. And when your posts don’t seem to connect? It’s discouraging.
You start second-guessing yourself.
You post less, because what’s the point?
You compare yourself to others who seem to be “doing it right,” and wonder what you’re missing.
And then the silence from your feed starts to feel like a reflection of your worth, not just your marketing.
Here’s the thing: it’s not just you.
Social media doesn’t reward deep care work the way it rewards clickbait. You can’t just post one spicy take about baby sleep and go viral if you want to stay in alignment with how you practice. You probably don’t have a budget for a marketing assistant or tons of free time to figure this out between client visits and actual sleep. (Oh, plus we’re all carrying the stress of 2026 and its roiling politics, economics, and the climate crisis, too 🤪)
So, what do you do?
You rethink what marketing really is—and how it can work for you.
When you do that, a few really good things start to happen:
You feel more confident speaking about what you do and who you help.
You’re no longer stuck in analysis paralysis when you haven’t posted in a while.
You don’t need every post to “work” in order to feel like you’re making progress.
You start to trust that your visibility efforts are adding up—even if they don’t go viral and your numbers stay flat.
In this blog post, I’m going to share 3 ways to rethink your marketing and the work it’s doing for your business so that posting starts feeling doable again. Ready? Let’s jump in.
1. Treat Your Posts Like Practice, Not Proof
Most people treat content like each piece might be “the one”:
Every post needs to be a hit.
Every caption needs to inspire someone to reach out.
But that pressure makes it nearly impossible to show up. And in fact, this is not what happens, even for people with large social followings and lots of engagement.
What if, instead, you saw your posts as practice?
Each time you write, you’re rehearsing how to talk about what you do. You’re refining your voice, your message, and your confidence. You’re getting clear on how to describe your magic, which is exactly what helps people feel ready to work with you when they do reach out.
Want to feel more confident explaining why parents should get a daytime doula when they have their own parents visiting to help with the baby? Challenge yourself to write a post about it once a week for 6 weeks straight.
Need to figure out how to explain why you don’t like certain baby gear? Prepare a series of posts about it for social media. Talk about it in a reel, try it as a carousel, post about it 4 different ways and see what you learn about yourself and your work in the process.
Remember, we’ve already established no one sees your posts anyway (your words, not mine!) so there’s no need to get self-conscious about what anyone is going to think. This is more for you and your business, and if some random client finds it and connects with your message, that’s a bonus!
Actually, this is one of the reasons I encourage my members to lean on ChatGPT to generate post ideas and words for social media. It helps you disconnect emotionally from the content. It doesn’t have to feel so precious, and when you’re collaborating with AI this way, it can get much easier to experiment with different ways of talking about your work. You just keep showing up and over time, that builds confidence and clarity.
The win isn’t in the likes.
The win is in the doing.
2. Use Content to Pre-Answer Your Clients’ Questions
Not sure what to post? Here’s a shortcut:
What do people always ask you?
And if no one is asking you anything, what do parents ask or complain about most in parenting communities?
Your personalized response to their exact (anonymized) situation could be a great social post! This kind of content works double duty. It supports potential clients before they reach out, and it helps you show up as a thoughtful, trustworthy guide.
Here’s what that might look like:
Explaining why you use a particular approach with newborns.
Sharing how you help families navigate common challenges.
Clarifying why you don’t do things the way others do, and how that serves your clients.
It might feel like you need to “come up with” something controversial or share a hot take to boost your views, but if that is not your vibe, rest assured, this is not required. The algorithm loves this kind of content, but unless the algorithm is paying your bills, you can use a different approach.
Instead, think about how you might be useful for your parent audience. Sharing your insights is a form of care. It’s exactly how you can be generous and supportive to the people who haven’t even hired you yet. And in a sea of baby tips and hot takes, genuine support stands out.
3. Use Repetition as a Trust Signal, Not a Failure of Creativity
Worried about repeating yourself? That your audience will keep scrolling because they’ve heard it all from you before? Don’t be.
Most people don’t see every post. And even if they do, they’re not keeping track. (I mean, there’s kind of a lot going on in the world, so can you blame them?)
Trust me when I say that you are the only one who notices you said basically the same thing as last week.
Instead, write this on a sticky note and post it where you’ll see it: Repetition builds trust.
When you consistently show up with the same calm, or curious, or slightly nerdy, or wonderfully goofy perspective, people start to rely on you. They recognize what you stand for. They know how you made them feel and search you out.
Your content truly doesn’t need to be original and fresh every time. It just needs to be true to you.
Whether there’s new guidance for newborns, a baby product recall, or some sleep strategy or other is having a moment, your repeated assurances that your care philosophy can handle it, your personalized approach hasn’t changed, or that you’re watching changes carefully so parents can rest and their baby is looked after is enough.
Your audience will feel safety and comfort in your content, so don’t talk yourself out of repeating yourself.
And if you’ve already said it 3 different ways, this is the perfect time to lean on ChatGPT for help. You can even copy/paste this prompt for yourself:
Here are 3 different posts I’ve shared about this topic: [share your posts]
Can you generate 5 more just like this so that my content stays cohesive and steady?
This is valuable because consistency is what builds connection, not originality.
And even if it’s quiet out there, trust that your content is working in the background. One day, someone will message you and say, “I’ve been following you for months… I’m ready.”
“But I Don’t Have Time to Post More…”
Totally fair. And good news: I don’t think you need to post every day.
I’m saying: maybe the goal isn’t always to make a splash and get a client from a post.
Maybe the goal is to:
Practice talking about your work
Share ideas that help your future clients trust you
Build your confidence so that when a client does reach out, you’re ready
Inside AIME, I make this easier by giving you done-for-you ChatGPT prompts each week (seriously—5 prompts every Monday in your inbox. Ready when you are.) You don’t have to start from scratch or be “on” all the time. You just show up as you, and let your content do quiet work in the background.
Let’s Recap
If it feels like nothing you post matters, try these 3 shifts:
Practice, don’t perform — Every post helps you refine your message and build confidence.
Pre-answer client questions — Turn real conversations into valuable, visible content.
Repeat yourself — Consistency is more powerful than creativity.
When you rethink what marketing is for, it stops feeling like a performance and starts feeling like part of your care work, which is what drew you into this field in the first place.
You don’t have to go viral. You just have to show up in a way that feels good (and doable) for you.
Still not sure what to post about?
Try this: What do you wish people understood about the way you work?
It’s a simple, grounding prompt — and one that often reveals the heart of your care philosophy without needing a big story or a polished strategy. It’s the kind of post that builds trust quietly, one clarity at a time.
Want Help Making your Marketing Easier?
And if having prompts like this every week would make marketing feel lighter, you will love AIME.
Every Monday, AIME members receive a short email with five low-lift ChatGPT prompts to help you stay visible without the pressure, overthinking, or overwhelm.
You don’t have to start from scratch.
You don’t have to be “on.”
You just show up as you and let the prompts carry the weight.
👉 Get a free sample email here and try the prompts for yourself.
And if you want this kind of steady support every week, AIME is always open.
