Why strategic focus beats scattered tactics

Would you jump into a car and start driving without knowing your destination?

Of course not.

Yet I see small businesses do exactly that with their marketing every day.

Before posting, tweeting, or launching your next campaign, ask yourself: do you have a strategy that explains WHY you're doing what you're doing?

I get it—execution is fun. Social media feels productive. But without strategy, you're burning time and energy on activities that may never deliver results.

When you map out your goals first, you make informed decisions about which tactics deserve your attention—and which ones don't.

Here's what this looks like in practice:

One client came to me with presence on LinkedIn, Facebook, Instagram, and X. They were posting regularly across all platforms.

My assessment revealed:

• Two incomplete LinkedIn company pages

• A private LinkedIn group with zero engagement despite consistent posts

• Barely-there activity on Facebook and X

• Strong engagement on Instagram only

After analyzing their audience and goals, I built them a focused strategy: eliminate Facebook, X, and the LinkedIn group. Invest those resources into one polished LinkedIn company page and their thriving Instagram account.

The result? Better outcomes with less effort.

More activity doesn't equal more results.

Build your strategy first. Then you can work smarter and invest in the marketing that actually moves the needle.