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Create an engaging audience that isn't burnt out: 3 strategies from mindset coach Becky Mollenkamp |

Dec 13, 2022

Learn mindset coach and long-time creator Becky Mollenkamp's tried-and-true strategies to increase the number of people who are watching her without burning out.

Becky Mollenkamp is a coach for mindsets that assists clients make the transition from 'small business owner' to CEO and develop profitable businesses without burning out. Through her Gutsy Boss brand, she has helped many clients get rid of the "shoulds to be successful' mindset and set the terms they prefer.

More than 20 years of experience as an entrepreneur -- including owning an agency for content marketing that was six figures before starting her coaching business in 2015 -- Becky learned what works in her favor when it comes to gaining an audience.

Today, three principles drive Becky's marketing:

It's not necessary to keep up with the latest social media trends

Choose long-term strategies over instant pleasure

Maintain your peace of mind at work and create a lasting business

There's a feeling that a emerging trend in marketing pops up every day. Trying to keep up could lead into feeling overwhelmed and disengaged from the things you need to focus on. Becky has made her conscious choice to concentrate instead on the tactics and strategies that will work for her.

In the present, it's the removal of social media platforms that can cause more stress than success.

"I am getting to the bottom of my barrel in social media," she explains. "I've quit Facebook that's great. It's the same with Instagram isn't a place I'm spending any time on it."

Becky's main guiding rule, letting go of the 'shoulds', also applies to social media. This is especially if you're trying to avoid having too much to do at once.

"It begins to seem like a lot. It's time to start creating the TikTok in addition to that, I have to create an additional Reel... with a picture in addition to video. Also, I need to come up with some really creative ideas to use for Twitter. Also, I must create something for Medium. This is too much." Becky describes.

"I feel we're getting to this point of overwhelming as a society, and people are starting to realize that they need to shift some thing.'"

Instead of creating something entirely new by scratch for every platform, look for new ways to use what you've done before. As an example, you could convert an existing YouTube video into shorter clips for TikTok as well as Instagram Reels, and the video transcript could be an element of a newsletter or blog posting.

What do you see what happens when you are able toown your target audience? Your communication with them is through a platform or channel that you control, like your email list, your online community, or website.

Here's the way Becky explains the importance of using email to control your customers.

2. Select long-term plans over immediate pleasure

In the nearly two decades she has spent working as an entrepreneur Becky has a good idea of what strategies for marketing will work for her. She is now using the same tried-and-true methods -- even if they may take longer to pay off.

When you're building a business, it can be tempting to seek out strategies that will pay dividends quickly. It's easy to feel discouraged when you don't see instant results, but the strategies that take more time and energy upfront usually lead to more genuine, lasting connections with your customers.

The kind of work Becky is doing requires honesty and vulnerability from her clients. Therefore, they must be comfortable when they work with her prior to coaching. Regular communication via her email newsletter helps establish that confidence.

"Before the individuals work one-on one with me, they usually have my email address for 6 months or a calendar year,"" She explains. "I'm regularly emailing them and for them to get to know my personality. A small percentage of them invest in something smaller but, over a long time, the people who are going to be my personal clients finally invest [in coaching]."

The Gutsy Boss Podcast is yet another important element of Becky's game plan for the long term. "That's took a while to reap the rewards," says Becky. "I've had my podcast for 4 years and am just beginning to see each month, I'm seeing increases in my audience."

SEO is the process of making your site as well as your content and product more accessible to users via search engines. Content that is optimized will show up more on search results when you type in relevant keywords and phrases. The more optimized your content, the easier it is for your target users to find it via search.

Becky ran a content marketing agency before becoming a trainer as well as an SEO coach. SEO has stood the test of time across the course of her career.

"SEO is an old-fashioned strategy that is effective," she says. "SEO is a long game, however it's one that can pay dividends. Instead of making something that only has the shelf-life of just two minutes, SEO has an ongoing shelf that will go through the years."

Because she optimizes her blog and website content with her specific audience in mind, potential clients can discover Becky's content via search. After they have, the value she offers as well as her unique viewpoint keeps them interested, watching as well as subscribing to her newsletter and frequently becoming customers.

"I became the obvious choice since there was no one other than me who answered the question the same way. If this was the final answer they got to that question, then it's the answer that was resonant and that means I responded how they needed to hear it which is why they're likely to be drawn to working together with me."

Finally, Becky finds herself networking (what she describes as is an "old traditional method for marketing") and using that network to get in touch with potential clients.

"Getting involved and talking with my existing network, doing old-school in-person networking for meeting new people... having the ability to get in front of other people's audiences has been very helpful, whether that's meetings or simply partnering with people," she says.

What do all these audience-building techniques have in their common? They aid Becky to maintain an enviable work-life harmony, which has become more important more than ever before for creatives in these past years.

3. Maintain your peace of mind at work and build a lasting business

"It felt like, all of a sudden each business became an online company during the pandemic. And I think that caused a massive burnout" Becky recalls. "I'm experiencing it with a lot of individuals: We're all exhausted from the demands of running an online company."

Becky is focused on finding ways to grow her audience and company without detracting from the life she has built and hopes to build. "I am a mom, and I'd like to live an existence. I don't want my life to be creating media all the time."

"How do I make the optimal choices to enable me to live my dream, but also still grow my reach?"

Growing productivity and efficiency could be great things However, not when they are at the cost of your mental health.

"I would like to consider the ways I can use my time most effectively, not because I want to do more work, but because I actually would like to live a full existence."

Don't be a slave to the "shoulds to build the company which is right for you

Becky assists her clients in helping them develop businesses and not burn out, and it's clear it's a result of years spent discovering that equilibrium for herself.

The business she runs has grown far from her initial course that she launched on in 2018. Yet the essence of her coaching in helping people to let go of the'shoulds that's'shoulds' -- has remained constant in the products, content and approach to growing.