Availability - Maximizing your Efforts on the Right Platforms

Honesty is the best policy - especially with ourselves. (Sometimes, this can seem like the hardest area to be truthful.) As entrepreneurs, marketers, business owners, whatever the case may be, we can view ourselves as superhuman sometimes. We build grand dreams, set lofty goals and believe we can be fully present everywhere at all times. While that facade can be upheld for a time, it’s not reality. We’re talking about availability here. 

We all only have a certain capacity of time, energy, creativity… you name it. Admittedly, some more than others. Still, there’s a limit somewhere. There is no “Mary Poppins” bag where resources can continually be pulled again and again from a never-ending supply. There’s no sustainability in that.

So, in a society that demands such excessiveness, what can be done? You prioritize and strategize. Be okay with letting some things go. 

If you’re not gaining traction on a platform, don’t waste your time there. 

It’s impossible to find time to be active on every social media outlet out there. Instead of spreading your efforts thin on so many sectors, find what you can manage and be good at that. Efficiency is the key here in so much of life, but especially in 21st-century marketing. We live in an extremely competitive digital age. The majority of businesses and personalities are flooding the internet with their brand. To be seen above the chaos, you must be strategic. Ask yourself these questions.

1. Who is your audience? 

2. What is your message? 

3. Which platform(s) is best for your business? 

These help you narrow down your purpose and your environment. You don’t have to dominate everywhere, but you should strive for excellence in your selected area. Find your specialty, and be really good at it. This technique can seem like a ‘putting all your eggs in one basket’ approach. In the long run, it’s your best bet to find your niche and stick to it. 

Visualize the word ‘waste.’ Yes,  you’re working hard on content to be shared. You get a few followers, the likes trickle in. Your reach and engagement are ok, but not enough. All that work - was it worth it? That time and energy could have been spent on more beneficial efforts, where you actually see results.

So, now you know what to do. Let’s implement it. Not everything has to be trial and error. There is data out there to help you pick your platform before spending time and effort. However, if you have tried a platform and you’re just not gaining traction, you have options: change your strategy and/or audience, or get out.

If you leave one platform, put your efforts elsewhere. Choose something else that still fits your audience. If you choose to change your strategy, be prepared for it to take some time or to experience some growing pains. Brainstorm the pros and cons of each platform you’re on. Know your strengths and weaknesses in each, and work with those.

Set an achievable goal, make a plan,  and stick to it. Once you’ve hit the goal a few times, determine if it’s time to raise the bar. Here’s an example: put together one email blast per month to advertise your products. If it was accomplished in a timely and orderly manner while achieving your desired outcome, you’ve reached success. If you feel that could be put out twice a month, make that your next goal. This can be applied to anything. Social posts, website updates, digital newsletters, wherever you place your marketing efforts. 

Now look at the opposite result. Did that email blast fall flat? Were your inputs wasted? Change your tune. Create a few paid social posts. Buy an ad in a commodity magazine. The beauty of marketing in 2025 is the number of options out there. If your strategy is simply not working, you just pivot—and pretty quickly at that. 

Don’t be blind to the data. Review your analytics, look at your numbers. Make decisions with confidence and don’t be afraid to pull out of a platform if you are simply not gaining the traction you want. It is important to know why you are on a platform. You can be in control of your business and not the other way around. 

If you’re wondering what platforms are right for you, Oak + Willow Creatives would love to help maximize your efforts in this area. Reach out today.