There’s a notion floating around in the digital marketing space: to truly thrive, you need to be everywhere.
Instagram? Check.
TikTok? Check.
LinkedIn, Twitter, YouTube? Check, check, check!
That might work for big brands with a whole marketing team, but how does it look for coaches and other solopreneurs?
Many believe that to make a mark, you have to juggle all these platforms like a pro. But let’s step back for a second. Is being on every single platform truly the golden ticket to success? Or is it just setting you up for a major marketing burnout?
Dive in as we debunk this common misconception and navigate the real route to online success.
The Modern Marketing Conundrum
Everywhere you look, a new platform is beckoning with promises of untapped audiences and unparalleled engagement.
The temptation is practically IMPOSSIBLE to resist!
From the constant buzz of tweets on Twitter to the visually rich reels on Instagram, from the power of podcasting that lets you whisper directly into your listener’s ears all the way to YouTube, where one viral video might just change your life.
The digital age seems to whisper: “Be everywhere, or be nowhere.”
But here’s the thing.
As you hustle to make your mark on every platform, you might be falling into the trap of the multitasking myth. It’s a modern illusion that says, “Do everything, and you’ll win!”
But, more often than not, it results in half-baked strategies, diluted focus, and a sinking feeling of being overwhelmed and spinning your wheels in the digital mud.
Instead of mastering one platform and shining brilliantly, you could end up being just another voice lost in the crowd.
Quality Over Quantity
Back when I was getting my degree in digital marketing, I had an “Aha!” moment.
The course was designed for people who wanted to get a job in marketing, and climb the ranks to Chief Marketing Officer. I thought I needed to learn everything before I could bring any value. And, while it’s a massive bonus to rock up to bigger companies with a big picture understanding.
With the ability to plan campaigns across multiple different channels and know what data to collect, monitor and use to make informed decisions about where to spend the budget.
For online coaches and other small businesses, it leaves you running around like a headless chicken. You spread yourself too thin. Or you move onto Instagram… and then LinkedIn… and then Threads. You never learn to get really good at marketing on one channel.
And so your business can’t grow.
The Strategy for Sustainable Growth
If you’re just starting out, you have a tiny team or you’re a on-person show, start with this golden rule:
Pick one platform. Just one. Put on those metaphorical blinders and commit to it. Whether it’s Instagram, LinkedIn, YouTube or… whatever, make it your playground.
Now, once you’re in, keep three questions in your back pocket:
- How can you reach more people on this platform?
If it’s algorithm based, how does that work? How do people find new content & connections there? What’s the user intent behind the platform – why are they there?
- How can you make deeper connections and turn these people into raving fans?
Understand your target audience. What are their problems, pains, needs and aspirations?
- And the grand finale: How do you turn these connections into sales?
What’s your business’ USP? How can you communicate that to your audience? Put yourself in their shoes, how can you make the transition from “curious”…
to “let’s talk”…
to “take my money” – as smooth as possible?
It all comes down to diving deep and understanding the market you serve and the platform you want to use like tha back of your hand.
Ever heard of the ‘deep work’ principle? It’s like that. Instead of hopping around, get so darn good at one platform that you’re the go-to person there. And then? Maybe, just maybe, consider adding another platform or traffic source.
But remember, it’s always focus first!
The Path Forward for Newbies and Struggling Marketers
You ever stand at a crossroad and just wonder, “Which way?”
If you’re new to this game, or if you’ve been playing it but keep missing the goal, it’s time to pause and rethink. Imagine you’re at a buffet. Instead of piling everything onto your plate, wouldn’t you rather savour that one dish that makes your taste buds sing?
Here’s your actionable tip:
Reflect. If you’ve got a dozen tabs open in your marketing browser, maybe it’s time to close a few. Dive deep into one platform. Understand its nooks and crannies, its algorithms and audiences. Make it your playground.
Going deep doesn’t mean digging yourself into a hole. It means laying a strong foundation, mastering every inch before you build skywards. So, whether you’re just lacing up or feel like you’re running in circles, remember: depth trumps breadth every single time. Go deep, master it, then consider what’s next.
Alright, let’s circle back to where we started. In a world screaming at us to be everywhere, sometimes the boldest move is to choose somewhere and own it. Imagine being the go-to guru on LinkedIn, the Instagram maestro, or the podcasting powerhouse.
Sounds good, right?
By dialling in on one platform, you’re not just adding another skill to your arsenal; you’re becoming the master of your craft.
Now, it’s over to you. I’m all ears (or eyes, in this case). How are you juggling this online circus? Which platforms have you dancing to their tune? Drop your tales, troubles, and triumphs in the comments. Let’s learn from each other.
Till then, keep it real and remember: sometimes, less truly is more.
