Heather McElrath
Founder and CEO, Sandbox Communications
I’ve worked in marketing for a long time. I’ve seen strategies rise and fall, trends come and go, platforms explode—and then get noisy, crowded, and confusing. Through it all, I’ve told clients: You don’t need to be everywhere. You need to be where it matters—for you and your audience.
And yet, for years, I kept showing up on Facebook and Instagram like it was mandatory.
That ends now.
Why I’m Making a Shift
This isn’t a dramatic exit or a takedown of social media. It’s a clear, intentional decision to step back from two platforms that haven’t felt aligned with how I want to work—or live.
A recent podcast with Kate Kordsmeier helped clarify something I’ve felt for a while: I don’t have to follow someone else’s map. I get to create my own.
Kate left social media and grew her business by 165%. That caught my attention. But what really stuck with me was her calm. She didn’t sound stressed. She sounded free.
That’s what I’m after.
What I’m Letting Go Of
The posts. The stories. The DMs. The algorithm shifts. The pressure to keep up.
I’m letting go of the idea that visibility requires being constantly “on.” I’m done with chasing trends that don’t serve my goals. And I’m stepping off the content treadmill that leaves little room for actual connection.
What I’m Leaning Into
I’m not disappearing. I’m shifting.
Here’s where I’m putting my time and energy instead:
Search (SEO)
I’m focusing on being discoverable when it matters. That means writing helpful, relevant content for my website, blog, and Google Business Profile. SEO is slower, but it’s built on value—and it works long after I hit publish.
Email
I’m prioritizing thoughtful communication, not funnels or tricks. I want to show up in inboxes with something useful: a tip, a reflection, or a peek behind the scenes. Real conversations, not campaigns.
LinkedIn
This one stays. It’s the only platform where I consistently enjoy showing up. I’ve found real community there—people who want to talk about ideas, not just impressions.
What I Hope to Learn
I don’t have a five-step plan or fancy projections. I can’t tell you that this move will triple my leads or double my reach.
What I can say is this: I feel more aligned. I feel more clear. I’m genuinely curious to see what happens when I stop doing what never felt natural and start focusing on what does.
If You’re Feeling the Same Way
If any part of this resonates, you’re not alone. And you don’t have to leap all at once. You don’t have to quit everything. But you can ask yourself: Is this working for me?
If the answer is no, you’re allowed to try something different.
I’ll Share What Happens
I’ll be documenting this shift—what’s working, what’s not, and what surprises me. If you’re curious or considering something similar, I’d love to have you follow along.
I’m not trying to have all the answers anymore. I’m just trying to build something that feels right.
That feels like a good place to start.