In the current landscape, there’s a lot of pressure for your business to be everywhere all at once – Instagram, LinkedIn, Facebook, TikTok, YouTube, Google Ads, SEO, email newsletters, podcasts… the list goes on, and I’m already tired just writing it.

But is this really the best way to reach your audience and convert people?

Here’s what we’ve seen: trying to show up on every channel often leads to burnout, wasted budget, and diluted messaging. That’s why we believe a smarter approach is to craft a channel-specific strategy that identifies the right platforms for your business, your audience, and your goals and focuses on them – and only on them.

Why is this so important, and how does it work?

Sometimes, More Is Less

Many small and medium-sized businesses fall into the trap of “omnipresence,” the idea that the more places you market yourself, the more people you’ll reach. But unless you have an enterprise-level team and budget, spreading your efforts across every available platform often results in inconsistent content, neglected accounts, and poor performance.

Why? Because platform overwhelm is real. Every platform has its own audience expectations, content formats, algorithms, and engagement styles. Trying to keep up with all of them (while still running your business!) often becomes a burden — you’ll feel like you’re always behind.

That exhaustion isn’t just personal. It will show up in the quality of your brand presence.

Strategically choosing just a few channels allows you to put your best effort where it counts most. When you limit your platforms, you can show up consistently, respond faster, tailor your content, and – just as importantly – measure what’s working and what isn’t.

So, how do you know which channels are the right ones to focus on?

Take a Close Look at Your Audience

A channel-specific strategy starts with understanding your audience. Where do they spend time? What kind of content do they trust? What actions are they likely to take?

Some examples:

• B2B companies might get better results from a LinkedIn and email marketing combo than trying to go viral on TikTok.
• Visual brands like interior designers or boutiques may thrive on Instagram and Pinterest – for audience reasons that are hopefully obvious.
• If you’re in professional services, a strong website and Google Business Profile might be more valuable than chasing views on any social media, because your ideal customers probably aren’t choosing someone based on their latest Reel or a viral tweet (or whatever X is calling them now).

Consider Channel Maturity

It’s also important to consider how mature each channel is. This applies both in the general (is this a relatively new platform that few people have adopted?) and the specific (Are you just getting started on YouTube? That huge email list you spent the past five years building will probably be a better short-term lead generator).

This isn’t rocket science; it’s playing the odds. Putting more time into channels that are already working or have better potential will almost always deliver better results than chasing after every new platform that pops up.

Build Your Core First – Then Expand

There’s nothing wrong with trying new platforms. But do it strategically. Start with one or two core channels that align with your goals. Build a presence. Measure results.

Then you can consider expanding – but only when you have the capacity to do it well. Remember, the goal isn’t to be trendy or get the most eyeballs, but to be intentional and get the right eyeballs.

Schedule a free consultation to learn about our process and how we start from strategy to give your marketing the best chance of succeeding.