Enji's rule for choosing marketing channels: go where your customers actually are, not where you think you should be. Start by researching where your ideal customers spend their time, then pick 1-2 channels max to focus on. Quality beats quantity every single time.
The "Stop Trying to Be Everywhere" Strategy: Focus beats frantic every single time.
Let's address the elephant in the room: you think you need to be on every single marketing channel that exists. Instagram, Facebook, LinkedIn, TikTok, Pinterest, Twitter, email, blogging, podcasting, YouTube, networking events... Stop. You're making yourself crazy.
Here's the reality check: the most successful small businesses aren't everywhere—they're really, really good at 1-2 channels where their customers actually hang out. So how do you figure out where your customers are? Start with some detective work. Where do they go when they need advice? Ask your current customers directly: "Where did you first hear about businesses like mine?"
Enji's take: ignore what everyone says you "should" be doing. A B2B service business doesn't need to be on TikTok just because it's popular. A local restaurant doesn't need a LinkedIn strategy. Stop following advice that wasn't meant for your business.
Once you pick your channels, commit to them for at least 90 days before adding anything new. Master one platform before spreading yourself thin across five.
These are the Enji tools and capabilities that best address this question.
The best marketing channel is the one where your customers actually are AND that you'll consistently use. Enji's strategy generator helps you identify which channels make sense for your specific business and audience, then gives you the tools to succeed on those platforms. Pick your channels and dominate them because being great at one platform beats being mediocre at five.
