Where to Show Up, and Why There
New businesses either try to be everywhere and burn out, or they pick one platform that can’t do all the jobs they need.
In this lesson, you’ll learn what each type of platform is really for, how they work together, and how to pick a simple set you can actually maintain.
You’ll walk away with a one-page platform map and a clear weekly plan.
1. Every Platform Has a Job
Not every marketing channel does the same thing.
If you expect one platform to “do it all,” you will be disappointed.
Think of your marketing like a small team:
Search & Discovery – “How people find you when they’re looking.”
Relationship & Nurture – “How people get to know you over time.”
Proof & Decision – “What convinces them they can trust you.”
Local & Real-World Presence – “How you show up where they physically are.”
You do not need to be on 20 platforms.
You need a small combination that covers these jobs.
2. The Main Categories (Made Simple)
Here are the big buckets, in plain language:
A. Search & Discovery
Google Search (SEO)
Google Business Profile
YouTube (for how-to, tutorials, local content)
These help people find you when they are already searching for a solution.
B. Relationship & Nurture
Email list
Social media (Instagram, Facebook, LinkedIn, TikTok, etc.)
Private communities (Facebook Groups, Discord, etc.)
These help people see you repeatedly and feel like they “know” you.
C. Proof & Decision
Your website (especially service pages and About)
Testimonials & reviews
Before/after galleries or portfolio
Case studies and story posts
These help people say: “Yes, this is legit.”
D. Local & Real-World
Flyers, postcards, and print
Events, markets, trade shows
Local sponsorships
Networking and referrals
These anchor your business into a physical community.
3. The “Three-Platform Focus”
For a new or rebuilding business, a powerful starting combo is:
One Search Platform
Example: Google + basic SEO on your website.
One Social Platform
Choose where your people already scroll and where you’re willing to show up.
One Relationship Platform
Email list is usually the smartest choice.
This doesn’t mean you never use other things.
It means you focus your energy where it counts, so you don’t fry your brain.
4. Matching Platforms to Your Audience
To pick your combo, answer:
Where does my audience look for help first? (Google? TikTok? Asking friends?)
Do they like reading, watching videos, or quick visual posts?
Are they mostly local, or spread across regions/countries?
Do they check email? (Some do daily. Some never.)
You don’t choose what’s “hot.”
You choose what’s natural for them and sustainable for you.
5. Turning Platforms Into a Simple System
Once you select your core platforms, define the role of each:
Example:
Google + Website → “This is where people find me and understand what I do.”
Instagram → “This is where I show proof, behind-the-scenes, and daily touchpoints.”
Email → “This is where I recap, teach a little, and invite them to take the next step.”
Now your job each week is not “do marketing.”
Your job is:
feed your search presence
feed your social presence
feed your relationship channel
With small, honest, useful pieces.
Choose Your Core Platforms
Search & Discovery
When people look for help I offer, they usually:
☐ Google it
☐ Search on YouTube
☐ Search social (IG/TikTok/FB)
☐ Ask friends / groups
My primary search platform will be: __________
Social / Visibility
Where does my ideal customer already scroll for fun or ideas?
My primary social platform will be: __________
Relationship / Nurture
How do I want to keep in touch? (Email, group, etc.)
My main relationship platform will be: __________
Part 2 — Define Each Platform’s Job
For each platform you chose, fill this in:
Platform: ____________________
Its main job is to:
The type of content I’ll share there:
Do this for:
Search platform
Social platform
Relationship platform
Part 3 — Build a Simple Weekly Pattern
Write one repeatable pattern you can handle:
Every week I will:
On my search platform: (e.g., update a page, add one blog paragraph, update my Google Business Profile)
On my social platform: (e.g., share 3 posts: 1 proof, 1 teaching, 1 personal/behind-the-scenes)
On my relationship platform: (e.g., send 1 simple recap email with 1 invite)
Keep it light and realistic. You can always add more later.
You don’t need to be everywhere. You need to be in the right places with a clear job for each.