Overcoming confidence challenges and imposter syndrome in marketing and social media: a guide for women over 40
You’re probably thinking that’s an incredibly specific blog title, and you’re right. But this is an incredibly specific problem, and it’s one that comes up time and time again in my training and mentoring.
You can’t argue with the fact that digital marketing and social media play a crucial role in the sales and promotion of most products and services. It’s also a fact that, in Australia, more than one-third of the 3.3 million(ish) small businesses were founded by and are run by women. A huge number are in the solo or micro category.
So we have over a million women in Australia running their own small businesses. Take a moment to give a little hi-five to that!
Women are an entrepreneurial bunch, but we often start these businesses to work around family or lifestyle or to escape from a toxic work environment. Often women have little or no marketing experience and find themselves ‘accidental marketers’ needing to be the face of their business. Many talented female entrepreneurs over 40 find themselves grappling with imposter syndrome, lacking confidence, and hesitating to show up on social media platforms.
I don’t have all the answers, but I do have a lot of experience working with women like that - women like you, because if you got past that really specific title you must be interested to find out more 👀
Common reasons women over forty struggle to show up on social media
Perfectionism and fear of judgment
I’m lumping these together because it’s often the desire for perfection that leads to overthinking and hesitation with my clients. There are a lot of talented creators on social media, making tonnes of near-perfect content and many women that I work with set themselves quite unrealistic standards based on what they think are societal expectations or industry norms. They worry about how they will be perceived by their audience, fearing judgment or ridicule or damaging their brand.
If perfectionism and fear of judgment are holding you back, you might find it useful to embrace imperfection and authenticity and push back against that little voice.
You could ask your audience what they would like to see from you behind the scenes as you make or create whatever it is you do.
Talk to trusted friends or clients about what makes you and your business special and remember to check your reviews and positive feedback for clues as to what people love about you.
It’s not always relevant to show the face behind the business, but if it is with yours then start small and watch how much love you’ll get - hopefully that will give you the confidence to do more and show up again and again until it’s no longer a problem.
Top tip: Do not show your content to your teenage child
2. Age-related stereotypes and bias
Another significant hurdle women over 40 encounter is the prevalence of age-related stereotypes and biases in social media. The perception that younger entrepreneurs are more adept at navigating social media or that certain industries favour youth can contribute to a lack of confidence. This can lead to self-doubt, making it challenging for women to present themselves assertively on platforms dominated by a younger demographic.
Remember these ‘kids’ grew up with smartphones, selfies, and social media but they don’t have your experience or wisdom or expertise - you can leverage that! If it suits, you can adopt a “hey I might not make perfect videos but that’s because I’m an expert at something else” approach.
Engage with your audience by sharing stories that highlight the lessons you've learned throughout your career. Position yourself as a thought-leader, demonstrating that your age brings a wealth of experience, stability, and reliability to your business. Note: you don’t actually have to mention your age.
I’m 48 and I have multiple degrees and 28 years in advertising and marketing. I can build a brilliant strategy and teach you how to implement it BUT I don’t have 200k followers which seems to be the credibility currency these days. Is it frustrating? Absolutely! But it doesn’t stop me from showing up imperfectly and sometimes awkwardly because I know my audience and I know they don’t mind.
I bet you’re freakin awesome at what you do or make, and age has everything to do with it - in a GOOD way.
Top tip: Surround yourself with positive older women in business groups, mentor programs and life. Follow THEM on social media and be inspired by their content rather than comparing yourself to a younger demographic.
Perimenopause and confidence fluctuations
Let’s dig into one of the really big issues - old mate perimenopause. Nothing messes with your confidence like hormones and hot flushes. This transitional phase leading to menopause brings about hormonal changes that can influence mood, energy levels, and self-perception. The physical and emotional shifts during this period may lead to dips in confidence, affecting how women perceive themselves in the professional sphere.
Understanding and acknowledging the impact of perimenopause on confidence is the first step to not letting it stop you from marketing activities. Again, surround yourself with women in your age group so you can have open conversations about how it’s affecting you.
Always put yourself first, identifying what activities bring you the greatest angst and leave those for the ‘good days’. I’m a big believer in creating content in batches so that you always have good, effective content ready to go when you need it. If you’d like to learn how to do that, grab a copy of my Content Smash Workbook or book some coaching with me.
Let’s wrap this up and get back to my really specific title ‘overcoming confidence challenges and imposter syndrome in marketing and social media: a guide for women over 40’, you can see now why I felt the need to write this post.
These are funny years, transitional years. For some women this lack of confidence and imposter syndrome is new as they navigate shifts in personal dynamics and find themselves reassessing their roles and contributions. These changes can influence self-perception, potentially leading to a dip in confidence, especially when it comes to projecting oneself in the public eye. But as women over 40 continue to make a mark in the world of small business ownership, overcoming imposter syndrome and building confidence on social media is crucial.
By acknowledging and addressing the roots of these challenges, entrepreneurs like you can take tangible steps towards a more authentic and empowered online presence. Embrace imperfection, challenge stereotypes, and redefine success on your terms. By acknowledging your struggles and implementing targeted solutions, you can not only overcome or ignore imposter syndrome, but also harness the power of your life experiences to enhance your personal brand. Embrace the journey, celebrate your resilience, and let your online presence reflect the multifaceted, confident woman you are, both personally and professionally.
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❤️ Hi I’m Erika ✌️ I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and over 25 years marketing experience. I’m well placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one-on-one or create fun and action-oriented workshops and webinars for groups, organisations and businesses. Book a free discovery call with me or simply email me to get the conversation started.
For more tips, connect with me on Facebook and Instagram or just get in touch, I'm always happy to help
