A case for focusing on 1-2 key platforms instead of spreading too thin
Recently, I had a conversation with a client I’ve known for quite some time, so I understand their challenges well. We talked about marketing in general and how the company’s management still refuses to invest in marketing (yes, those companies still exist!). My client believed they needed to be present everywhere to make an impact.
My approach is different: be where your audience is - especially if your budget and resources are limited. If you don’t have the capacity to execute a strategy across multiple platforms with uncertain results, spreading yourself too thin will do more harm than good. Yes, being everywhere might increase awareness, but if your goal is improving conversions and closing sales, you need to focus on platforms that bring the highest ROI with minimal spend.
Let’s talk about how simplifying marketing can actually lead to better results with less effort.
The truth? You don’t need to be everywhere. A focused, strategic approach is far more effective.
The Problem with Doing Too Much
Facebook, Instagram, TikTok, LinkedIn, email marketing, Google Ads… the list goes on. It would be great to do it all, but be honest with yourself - can you? Do you have the capacity, knowledge, or budget to manage everything (or outsource it)?
The truth? You don’t need to be everywhere. A focused, strategic approach is far more effective.
Why spreading too thin doesn’t work:
Lack of consistency – When you're juggling too many platforms, you post sporadically and lose momentum.
Lower quality content – Creating great content takes time; if you're stretched across multiple platforms, quality suffers.
Risk of burnout – Whether you’re a solopreneur or a small team, managing too much leads to stress and exhaustion.
Many businesses invest in multiple platforms without actually knowing where their audience is. Have you analyzed this for your business? Do you know which platforms bring you the highest volume of leads or sales with the lowest cost per acquisition (CPA)? If not, it’s time to find out!
📌 Example:
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Why the “Less is More” Approach Works
More Focus = Better Quality – Instead of weak content scattered everywhere, post high-quality content on fewer platforms.
Easier to Track Results – Focusing on 1-2 channels makes it easier to measure what works and optimize accordingly. Managing five different channels complicates reporting and wastes time.
Saves Time and Energy – Small teams (or solopreneurs) must be efficient with their efforts.
How to Choose Your Key Marketing Channels
Let’s do a quick exercise! Answer these three questions:
Where is your audience most active? (If your ideal customers are on Instagram, don’t waste time on Twitter/X.)
What type of content do you enjoy creating? (If you hate video, don’t force yourself into TikTok.)
Where can you see real ROI? (Test and track results before committing long-term.)
📌 Example: A service-based business (like a marketing consultant) may find LinkedIn and email marketing more effective than Instagram reels. |
The 3-Channel Strategy for Small Businesses
For most small businesses, a simple 3-channel approach works best:
One Social Media Platform – Instagram, Facebook, LinkedIn, or TikTok (whichever fits your audience).
One Searchable Platform – Google My Business, a blog (SEO), or YouTube.
One Owned Channel – Email list, newsletter, or SMS marketing.
📌 Example: A fitness coach could focus on:
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Practical Tips for Simplifying Your Marketing
Batch create content → Spend one day per week creating content instead of scrambling daily.
Repurpose content → Turn one blog post into multiple social media posts, emails, or short videos.
Use scheduling tools → Platforms like Meta Business Suite, Buffer, or Later help you plan in advance.
Automate simple tasks → Email sequences, lead generation forms, and chatbots save time and effort.
You don’t need more marketing. You need better marketing.
Conclusion: Small Steps, Big Impact
You don’t need more marketing. You need better marketing.
Focus on the right channels, create high-quality content, and stay consistent.
Take one action today: Pick your top 3 marketing channels and start simplifying!
Looking for practical, hands-on marketing tips? Sign up to my 30-Day Marketing Transformation Guide and start learning with me today!
