There’s a certain panic that sets in when a new platform launches. You can almost hear it; somewhere in a marketing team’s Slack channel, someone’s typing, “Should we be on Threads?” Or BeReal. Or whatever comes next. It’s like digital whack-a-mole, except the moles never stop popping up, and your mallet is your budget. The truth? You don’t need to show up everywhere; you just need to show up where it counts.
Let’s start with the myth that refuses to die.
The Omnichannel Mirage
The idea that brands must be everywhere at once has become marketing gospel. Post on TikTok. Tweet five times a day. Launch a podcast. Start a Substack. Then maybe, just maybe, someone will notice you. But this kind of scattershot marketing isn’t just exhausting; it’s expensive and confusing.
According to a 2023 Gartner survey, 58% of CMOs say they’re under pressure to do more with less. Smaller budgets, leaner teams, and higher expectations. Sound familiar? The result is a growing need to be ruthless about what actually works.
When you try to be everywhere, you end up being forgettable. So what’s the alternative?
Precision, Not Presence
Being everywhere is a visibility strategy; being in the right place is a relevance strategy. And relevance wins.
Consider this: 79% of B2B marketers say LinkedIn gives them the best content marketing results. Not Twitter. Not Facebook. LinkedIn.
If you’re a B2C brand, Instagram’s engagement rate is still the highest around. It averages 0.60% per post. Facebook? A limp 0.15%.
And yes, TikTok users spend 95 minutes a day scrolling. But if your product doesn’t lend itself to short-form video, or your audience is allergic to Gen Z humor, you’re just lighting ad dollars on fire.
So here’s the thing: being selective isn’t lazy. It’s smart. It’s how you stop shouting into the void and start having actual
conversations.
The 80/20 Rule Actually Works Here
You’ve heard of the Pareto Principle. It’s the one that says 80% of your results come from 20% of your efforts. In marketing, this usually means a few channels are doing the heavy lifting while the rest are just… there. Looking busy.
Let’s say 70% of your leads come from organic search and LinkedIn. That’s a signal. You don’t need to launch a YouTube series just because your competitor did. You need to double down on what’s already working. More blog content. More thought leadership. Better SEO. Fewer vanity projects that look good in a slide deck but never convert.
And if you don’t know which channels are pulling their weight, that’s your first job. Look at engagement rates. Conversion rates. Customer acquisition cost. The data’s probably been trying to tell you something for months.
Audience Before Platform. Always.
Before you chase the next shiny platform, ask yourself: where is your audience actually spending their time?
Tools like SparkToro can help you figure that out. It shows you what your audience reads, listens to, follows, and yes, where they hang out online.
Trying to reach Gen Z? TikTok and Snapchat might be your best bet. Targeting enterprise buyers? LinkedIn and industry blogs are more likely to get you in front of decision-makers. Running an eCommerce brand? Instagram and Pinterest could be your digital storefronts.
The key is fit; not trendiness. Not FOMO. Fit.
One Platform. One Video. Twelve Thousand Orders.
Let’s talk about Dollar Shave Club.
When they launched, they didn’t post on every platform. They didn’t run a dozen campaigns. They made one video. On YouTube. That video was funny, direct, and perfectly matched to their audience. It generated 12,000 orders in 48 hours.
They picked a platform that amplified their message instead of diluting it. And it worked. Wildly.
You don’t need a billion-dollar brand to do the same. You just need clarity. And a little nerve.
So Where Should You Be?
There’s no universal answer. But there is a universal process.
Start with your audience. Then look at your data. Then pick the platforms where you can show up consistently, say something
meaningful, and drive results. Once you’ve mastered those, sure, expand. But don’t mistake activity for effectiveness.
You can chase reach across every channel; but without relevance, it won’t stick.
Quality beats quantity. Precision beats presence. Every time.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog