You Don’t Need to Be Everywhere: Choosing the Right Marketing Channels

Sally Slate
Apr 16
2 min read

Marketing myth #1 is a sneaky one: “You need to be on every platform to stay relevant.”And honestly? It’s one of the fastest paths to burnout.

If you’re running a small business, chances are you’ve felt this pressure—scrolling past advice that says you need to post to Instagram daily, launch a TikTok, revive your blog, start a YouTube channel, master LinkedIn, and maybe even hop on Threads… all while running your actual business.

Breathe. You don’t have to be everywhere.

Let’s break it down—and get you on a smarter, more sustainable path.

The Myth: You Must Post on Every Platform to Stay Visible

It sounds logical at first. More platforms = more visibility, right?

But in reality, spreading yourself too thin usually leads to inconsistent posting, lackluster content, and frustration. The energy it takes to be everywhere could be better spent showing up consistently—and more meaningfully—in the rightplaces.

Spoiler alert: Your ideal customers aren’t hanging out on every platform either.

The Reality: Focus Wins

When it comes to marketing, depth beats breadth. You’ll make a stronger impact by showing up consistently and thoughtfully in a few places than by being mediocre everywhere.

Think of it like planting a garden. Would you rather sprinkle a handful of seeds across a desert—or plant them where the soil is rich, water is flowing, and you can actually nurture growth?

Choosing the Right Marketing Channels

If you’re ready to stop chasing every trend and start building a strategy that fits, here’s how to start choosing the right marketing channels:

🔍 1. Where is your audience spending time?

Start with your people. Are they checking LinkedIn during the workday? Browsing Instagram at night? Searching on Google? Look at your client demographics, talk to current customers, and review your analytics. Go where they are—not where a trend says you should be.

💪 2. What fits your strengths?

You don’t need to force yourself into videos if you’re better with words. If you love to write, maybe email or LinkedIn is your zone. If you have strong visuals, Instagram or Pinterest could be a win. Marketing works best when it plays to your natural strengths. What is authentically you?

⏳ 3. What’s sustainable right now?

You don’t need a 10-post-a-week plan. You need consistency. If that’s once a week, great. Choose channels you can realistically show up for without dreading it or ghosting your audience two weeks in.

What to Do Instead

You don’t need to burn yourself out. You need a clear, focused approach.

Here’s a quick reset plan:

Pick 1–2 channels that align with your audience, your strengths, and your capacity.
Set a realistic posting cadence. (Once a week? Twice a month? Great.)
Track what’s working. Use insights and analytics to double down on what gets engagement and leads—not just likes.