The digital realm is awash with half-baked content and endless drivel. Businesses are forever given the same tedious advice: do more. More posts, more channels, more ads. Yet, more often than not, ‘more’ simply leads to… well, very little indeed. The likes of Google and Meta and their merry band of minions are always on hand to coax you into the cult of ‘more… more… moooooore!’
The result? Many businesses end up hopelessly scattergun in their efforts. They’re determined to be everywhere, yet somehow they make no impression at all. Especially if they churn out the same half-hearted message on every platform under the sun. In this piece, I’ll share some practical pointers on how to concentrate your efforts and have an actual impact where it matters.
Businesses that plaster every social platform, run ads in every digital nook and cranny, and dash after every passing trend usually wind up with:
- A message so watered-down it might as well be served with a slice of lemon. If you’re busy telling everyone everything, you’re really telling no one anything at all.
- A team that’s thoroughly wrung out, because no one has boundless reserves of time and energy to chase after every so-called ‘opportunity’ with enthusiasm.
- No real impact, because you are merely adding to the general clamour of the digital world, rather than rising above it.
Want to cut through the digital racket? Then prioritise clarity and quality over mere volume.
- Work out where your audience actually spends its time. Not every platform delivers the same results. If your crowd is mostly on LinkedIn, put your shoulder to the wheel there rather than spreading yourself thinly everywhere else. And remember: your prospect doesn’t scroll through LinkedIn with the same mindset he has on Instagram. Tailor the message to the channel, not the other way round.
- Give your message a proper polish. A sharp, clear message lingers in the mind. If you want to be known for something specific, ensure everything you produce bolsters that.
- Favour meaningful interaction over empty reach. A smaller, engaged following is worth more than a vast, indifferent crowd. As charming as likes and views might be, they’re not paying the bills.
You don’t need to be absolutely everywhere, all the time. You need to be in the right places, saying the right things. Less shouting, more substance.
