You Don’t Have to Be Everywhere: The Case for Doing Less (Strategically)
What if I told you that you don’t have to do it all?
Tired of being told to “do it all”? Learn why focused, aligned marketing works better for solo business owners—especially in second-act or local businesses.
If you’ve ever Googled how to market my small business, you’ve probably been hit with a tidal wave of shoulds:
You should be on Instagram!
You should start a YouTube channel!
Don’t forget TikTok!
LinkedIn is where the money is!
Oh, and email marketing is a must.
I get it. I’ve been there. I’ve let myself believe that I had to be on every platform, eagerly promoting myself multiple times each day. And that belief was oppressive.
Deep breath. You don’t have to be everywhere all at once.
In fact, trying to be on every platform leads to burnout, watered-down messaging, and very little to show for all the time you’ve spent “marketing.” If you’re a solo business owner—or building a second-act business in retirement—spending energy on platforms you don’t like or understand is a fast path to frustration.
Let’s talk about why doing less can actually move the needle more.
Where the “Be Everywhere” Advice Comes From (and Why It’s Not for You)
Most marketing advice comes from people with teams, budgets, and time to spare.
They’ve got designers, editors, strategists. You? You might have a loyal dog, a good cup of coffee, and about two hours a week to dedicate to marketing.
So let’s be real: what works for corporations doesn’t always work for solo business owners.
Even if you do show up everywhere, if you’re doing it out of guilt or confusion—if the platform feels like a mystery or a chore—you’re not going to connect. Your content won’t land. Your presence won’t feel real. And honestly? That’s exhausting.
What Works for You Is What Works Best
You didn’t start your business to become a full-time content creator. You started it to share something meaningful.
So your marketing plan should align with your strengths, your preferences, and your bandwidth.
Ask yourself:
What platforms do I actually enjoy (or at least tolerate)?
Where is my audience most likely to pay attention?
Do I like to write, speak, teach, or connect in person?
Do I feel energized or drained after posting?
If you love writing, maybe an email newsletter or Substack is your thing. If you’re energized by face-to-face connection, local networking might be where it’s at.
And if you hate social media? You're allowed to opt out.
I’ve seen clients grow their businesses through word of mouth, a solid website, and a single marketing channel they enjoyed—while others burned out trying to be everywhere at once.
Why Focused Marketing Is Effective Marketing
When you stop trying to be everywhere, you can finally be consistent. Clear. Memorable.
Here’s what focused marketing can look like:
A simple, effective homepage
One platform you use with regularity
An email list or newsletter if you enjoy writing
A presence in your local or online community
This might not go viral. It might not impress the algorithm. But it will help your business grow. (And that’s especially true in my hometown of Olympia, Washington, where real connections matter!)
Try a “Minimum Viable Presence” Instead
You don’t need a ten-step funnel or full-blown content plan to start. What you do need is clarity and a way to show up consistently.
Here’s a great place to begin:
A clean, helpful website (3–5 pages is plenty)
One or two marketing channels that work for your style
A clear message about what you offer and who it’s for
Start there. Build from there.
Do Less—But Do It With Intention
Doing less doesn’t mean you’re doing it wrong. It means you’re doing it on purpose.
Especially if you’re running a second-act business or a one-person shop, your energy is everything. Use it wisely.
Here’s your permission slip:
👉 You don’t have to be on every platform.
👉 You don’t have to post every day.
👉 You don’t have to follow a “system” that feels wrong for you.
Instead, choose what fits. Be strategic. Show up where it counts.
Need help figuring out what’s right for you? Let’s have a low-pressure strategy chat. I’ll help you sort through the noise and make a plan that feels good and gets results. 👉 Book a 30-minute session →
