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Hi, welcome back to Easy Business with Kromaite.
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I'm your host, Marina Kromaite.
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Today's topic sounds almost too simple to count as a strategy,
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but here it is.
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You don't need to be everywhere.
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You need to be somewhere, consistently.
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And I'm talking about social media, of course.
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The funny thing is, most people already know this. The hard part isn't understanding it. The hard part is letting go of the feeling that you're supposed to be doing everything,
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every single platform.
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So if you have
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been feeling guilty about a platform you haven't touched in months,
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this episode is for you.
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Let me guess
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what your week looks like.
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You feel guilty about the newsletter you never started,
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the LinkedIn post you meant to write,
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and the Instagram account that is just sitting there judging you quietly
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from your phone.
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I know this feeling well.
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So today I want to tell you what I stopped doing
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and why letting things go turned out to be one of the better marketing decisions I've made.
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even though I didn't plan it that way at all.
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A while back, I was posting a lot of content across different platforms,
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writing posts,
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finding images, creating reels,
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digging through stock video sites,
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putting together stories.
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10 to 12
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hours a week, easily.
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And it was exhausting,
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genuinely, completely exhausting.
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And then there was Facebook specifically.
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Here's the moment that summed it up for me.
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I posted a quote
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by someone.
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Let's call them X.
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I credited correctly
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to X.
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Facebook took the post down and told me, and I quote,
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This quote
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is not by Y.
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Nobody said anything about Y.
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I never mentioned
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Y.
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The
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quote was by X
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and I said it was by X.
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So I appealed
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and I explained very calmly
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that they were right. The quote is not by Y,
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it is by X,
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which is exactly who I credited it to.
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Still got denied.
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I mean, seriously,
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that was the moment I stopped using Facebook for business.
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Instagram followed not long after.
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It was eating just as much time on the reels and stories and stock footage side,
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and I couldn't see
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what I was getting back for any of it.
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But it wasn't only the platforms.
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I looked at the whole picture,
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10 to 12 hours a week,
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all that effort,
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and I thought,
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what is this actually getting me?
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I was exhausted.
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And exhausted isn't a strategy.
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So I stopped, not just Facebook and Instagram,
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all of it, for a while.
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I needed to step back
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and actually think about how to get this business off the ground,
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instead of continuing to burn myself out on content that wasn't going anywhere.
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There was a stretch where I did basically nothing content-wise.
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And then Claude
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came into my life
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and somewhere in the middle of using it for completely different things,
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I accidentally created what I call
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my hub. And I spoke about it in one of my episodes, so look for the notes show, you can find it there.
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But the short version is it gave me back
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time
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and made me genuinely more organized.
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And that's when I started writing weekly blog posts
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and recording podcasts every week.
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Not because I freed up hours by cutting platforms, because the hub has changed how I was working
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and writing
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and recording finally had room to happen.
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What I kept from the old lineup was LinkedIn,
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where I was writing already,
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and Telegram. I also still drop my blog links on my personal Facebook.
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So here's what I want you to take from my story,
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even though your situation is probably different from mine. You can't realistically show up everywhere and you don't need to.
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You've probably heard that your audience needs to see you 7 times before they buy,
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or that you should be repurposing one piece of contact across 5 platforms.
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And maybe that's true if you've got a team.
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behind you, a social media manager,
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a content coordinator,
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someone whose whole job is making sure every platform gets fed.
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But if it's just you,
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trying to be everywhere
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usually means you're showing up halfway on five platforms instead of fully on one.
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So here's what I suggest. Pick one platform where your actual customers already spend their time
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and show up there consistently. That's really it.
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Let me walk through a few examples
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just to make this concrete.
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These aren't real clients of mine, just situation to help you picture
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where you might fit.
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So you are a bookkeeper.
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Your clients are small business owners and they are probably on LinkedIn or
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in Facebook groups for entrepreneurs.
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They are not on TikTok looking for tax tips.
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So you pick LinkedIn
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and once a week you post something useful,
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maybe a tip, maybe a gentle reminder
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about a deadline coming up.
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Done consistently, that's enough.
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You become the person they think of when they need help. Or say you sell something visual, handmade candles,
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anything where you buy
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based on how it looks and feels.
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Your customers are probably on Instagram,
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so that's where you show up a few times a week
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with good photos and maybe a behind-the-scenes glimpse
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of how things
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get made.
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You don't need a newsletter for that.
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You need good photos
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and a clear way of people to find you.
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Or Maybe you are someone who does long-form thinking, coaching, consulting,
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anything where people want to feel like they know you a bit more before they reach out.
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LinkedIn and e-mail tend to work well for that,
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because people read longer things there,
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and they are used to a more personal voice.
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In each case, the pattern is the same. Figure out where your people already are
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and put your energy there instead of spreading it across everything.
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This is really just the 80-20
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rule applied to marketing.
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One platform done consistently
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gets you most of the results.
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Five platforms done halfway get you very little.
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and leaves you exhausted on top of it.
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Now,
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I know some of you are thinking,
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what about repurposing?
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Shouldn't I at least share things across platforms once they exist?
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Yes,
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absolutely.
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Repurposing is smart. One podcast episode becomes a blog,
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becomes a few social media posts,
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becomes a Telegram announcement,
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That's not spreading yourself thing. That's just being efficient with what you made already.
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The difference is how you do it. If repurposing means you are manually reformatting one piece of content for four different platforms
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and spending 2 hours on it, that's not efficiency.
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That's just four times the work with a nicer name.
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But if you're using AI to do the heavy lifting,
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That changes everything.
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I don't write my repurposed content. I edit it.
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AI drafts it,
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I make it sound like me,
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and I'm done in a fraction of the time.
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That's the version of repurposing that actually makes sense.
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So the shortcut is this. Pick one platform,
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show up there,
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and let the rest go without guilt.
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Because guilt was never going to make those other platforms work better anyway.
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So let's zoom out for a second.
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What does this actually mean for you?
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Sitting there, listening, trying to figure out
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your own marketing.
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It means the guilt you're caring about all the platforms you're not on or not consistent on.
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is probably misplaced.
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The question was never, are you doing enough places?
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It's, are you doing one place well?
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So here's how to actually pick that one place.
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Start with
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where your customers already spend their time.
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If you sell something visual, that's probably Instagram.
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If your clients
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are other business owners, that's probably LinkedIn or a Facebook group
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build around your industry
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If there are local customers, that might be just Facebook itself as well.
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There's nothing wrong with any of these answers. It just depends on who you're actually trying to reach. Then ask a second question, one that's easy to skip.
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Can you
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actually keep showing up there
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week after week,
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or does it start to feel like a chore pretty quickly?
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This is exactly what happened with me and Facebook and Instagram.
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On paper, they made sense. In practice, they were draining me.
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And that mattered just as much as whether they technically reached the right people.
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Once you run your situation through both of those questions,
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the answer is usually smaller than you expect.
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For me, that ended up being LinkedIn and Telegram, with an occasional blog link
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on a personal Facebook.
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Not five platforms,
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two
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doing actual work.
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Picking one platform
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doesn't mean you're locked in forever.
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Never allowed
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to try anything new.
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If something genuinely interests you,
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Try it on purpose with a clear reason why.
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And if
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it's not working after a real attempt,
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you're allowed to walk away from that too
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without treating it as a failure.
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So here's what I actually want you to do this week.
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Don't add a platform. Subtract one.
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Pick whichever one is draining you the most and just stop using it for now.
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See how that feels before deciding what, if anything, you add back.
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That's the experiment.
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All right, so it's a wrap on this episode.
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So you don't need to be everywhere. You need to be somewhere consistently. And that one decision will do more for your marketing than five half-finished platforms ever will.
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If you want to grab my e-book, it's called AI Helped, but I still had to do the thinking. You can find it in
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show notes.
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And if you have any questions,
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comments, or just want to tell me which platform you're picking,
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you can e-mail me at
[email protected].
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I'd love to hear from you.
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Next week we are talking about what to do when you are completely out of
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ideas. because that happens to all of us.
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And it's not the crisis it feels like in the moment.
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Stay smart, stay human, and remember,
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AI works for you.
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Bye for now.
