Your Business Should Not Live on Social Media: Why Quilters and Creative Entrepreneurs Need Systems, Not Stress

Tori McElwain
5 days ago
4 min read

When I first started teaching quilting workshops and designing patterns, every day felt like drowning.

I’d wake up, care for my then 1-year-old, and the moment nap time began, I’d sit at my desk and…freeze.

I didn’t know where to start.

I didn’t have a plan.

I was piecing my business together sporadically - like an improv quilt, but without the fun.

So I did what many creative business owners do when we don’t know what to do: I opened my phone.

I was creating Instagram posts I didn’t actually need, scrolling Pinterest for “inspiration,” answering random comments, posting to Facebook groups… basically chasing the algorithm like it was my full-time job.

By the time my kiddo woke up, nothing meaningful had moved forward.

By bedtime, I was exhausted.

By my bedtime, I felt behind again.

And the worst part?

None of that busy work was actually helping my business grow.

The Turning Point: Getting Sick Forced Me to Stop

When I became very sick during my second pregnancy, everything stopped.

Not because I chose to—but because my body demanded it.

I couldn’t hustle.

I couldn’t create on command.

I couldn’t run on adrenaline and fear anymore.

For the first time, I had to ask:

“What does my business need to keep going even if I can’t?”

It forced me to realize something I hadn’t seen clearly before:

My business was built on reaction, not intention.

I was surviving, not sustaining.

So I stripped everything back—not the website, not the brand colors, not a shiny Instagram strategy…

…but the actual structure underneath my business.

I built systems.

Systems that allowed my business to run even when I couldn’t.Systems that didn’t require me to perform online every day.

Systems that created momentum without burning me out.

Those systems eventually became what I now teach inside the Digital Marketing Magic Coaching (DMMC) program.

And I teach them because of one truth many creatives need to hear:

Your Business Should NOT Live on Social Media

Social media is a tool - but it is not a home.

Here’s why:

1. You’re Building on Rented Land

If the platform disappears, so does your access.If the algorithm changes, so does your reach.If your account gets locked, hacked, or flagged… everything stops.

Your following on social media is borrowed.

Your email list? That’s owned.

2. Busy Work ≠ Growth Work

Social media makes you feel productive without making you profitable.

It rewards:

constant posting
constant replying
constant performance

…but none of that necessarily creates income.

Marketing research (including HubSpot’s State of Marketing Reports, 2024–2025) consistently shows:

Email marketing drives higher conversions than social.
Consistency beats frequency.
Businesses with systems grow 2–3x faster.

Busy work keeps you moving. Systems keep you growing.

3. Social Media Should Be a Window, Not a Warehouse

It should help people:

Discover you
Connect with you
See what you’re working on
Keep you top of mind

But it should not be the place where your entire business lives.

You deserve something more stable, structured, and sustainable.

My book, Workshops Unleashed, is part of my strategy - can you tell which one? Read below.

The 3 Systems Every Creative Business Needs

Inside DMMC, we simplify your marketing into three core systems - or strategies, so your business works with your time, not against it.

These systems work whether you’re a:

quilt pattern designer
quilting teacher
longarm quilter
craft instructor
or a creative entrepreneur of any kind

Here’s what they look like:

1. Lead Strategy

How do new people find you?

This is the bridge between

“I just found you” → “I want to learn more.”

Examples for makers:

A beginner-friendly free pattern
A quilt-along
A trunk show-style webinar
A “start here” tutorial
A seasonal challenge or even a free workshop invite

A strong lead system means new people find you every week - without depending on a viral moment.

But where do they find you if it’s not Instagram? That’s next.

2. Content Strategy

How do you build trust once people find you?

This is your foundation for the like → know → trust journey.

This is where long-form content shines - what I call Core Content.

Examples:

A weekly newsletter (like this one!)
A blog that answers specific questions
A YouTube tutorial or behind-the-scenes video (YouTube stands out from other social media due to its content longevity)
Pinterest Pins that lead to your Blog (Pinterest also stands out, becasue it’s a search engine and the lifetime of a pin is much longer than other social media)
A warm, simple welcome email sequence (2 -3 emails)

This is how strangers become followers…

followers become subscribers…

and many subscribers become customers.

3. Launch (or Sales) Strategy

How do you actually make money?

Without selling, you don’t have a business - you have a hobby.

Your launch or sales system helps you:

Clearly promote your offer
Reach the right people
Give them a reason to buy (we as humans need that)
Generate consistent income

This is what brings:

Clarity
Stability
Predictability
Growth

all without depending solely on social media.

The Freedom Systems Create

When you stop creating from scratch every week…

When you stop relying on social media for everything…

When you give yourself space to build structure…

You gain:

Time
Clarity
Momentum
Creative freedom
Breathing room

Most importantly, you gain peace - the knowledge that your business can keep going even if you need to rest.

That’s the power of systems. That’s why they matter. And that’s why I teach them.

Me, Tori! When I was teaching my Skill Building BOM - I had all 3 systems in place for this yearly program.

Want Support Building Your Own Systems?

This is exactly what we build inside Digital Marketing Magic Coaching (DMMC).

We help you create custom, sustainable systems based on:

your offers
your energy
your goals
your lifestyle

If you’re tired of feeling behind every week…

If you’re tired of creating content in overwhelm…

If you want consistency, clarity, and confidence…

Let’s talk.

Book a free 30-minute strategy session and we’ll map out the system your business needs most right now.

You deserve a business that works - without burning you out.

Sources & Further Reading

If you enjoy diving deeper into the industry trends shaping creative business marketing, here are the reports and resources referenced in this post: