It’s a common question for Australian small and medium enterprises: should we be everywhere our customers are, meaning on multiple social media platforms, email, and potentially even newer channels? The short answer is, probably not – at least, not initially. While the idea of maximising reach sounds appealing, a fragmented approach often delivers diminishing returns. We see many businesses struggle with this, and it’s a key area where strategic focus can unlock significant growth.

Here’s what we advise our clients considering a multi-platform strategy. Firstly, consider your customer acquisition cost (CAC). Each platform requires investment – time, money, or both. Spreading that investment across too many channels increases your CAC, making each customer harder and more expensive to win. It’s far more efficient to deeply optimise one or two channels before expanding.

Secondly, think about channel suitability. Where does your ideal customer actually spend their time? A B2B service targeting company directors will find LinkedIn far more productive than TikTok. A retail business selling handmade goods might thrive on Instagram and Pinterest, but see little traction on Twitter. Don’t chase shiny objects; focus on where your audience is demonstrably present.

Thirdly, content consistency is crucial. Each platform has its own nuances and best practices. Re-purposing content is fine, but simply copying and pasting rarely works. Maintaining a consistent brand voice and delivering valuable, platform-specific content requires significant effort. A stretched team will inevitably produce lower-quality content across multiple channels, damaging your brand perception.

• Start with one or two: Master these before adding more.
• Analyse platform performance: Use data to justify expansion, not gut feeling.
• Consider integration: Can platforms work *together* to amplify results?

Looking ahead, we anticipate increased competition for attention across all digital channels. This makes strategic prioritisation even more vital. Don’t fall into the trap of believing you need to be everywhere. A focused, well-executed strategy on a smaller number of platforms will almost always outperform a scattered, resource-depleted approach. Your next step should be a thorough audit of your current marketing efforts and a clear definition of your ideal customer’s online behaviour. From there, we can help you build a platform strategy that delivers real, measurable results.