Where Are Your Best Clients Actually Making Buying Decisions?

I joined Kendra Corman on Imperfect Marketing to talk about why you don't have to be everywhere all the time, and how to figure out where your best clients are actually making decisions.

How did I decide which social platforms to focus on?

After COVID forced me to rebuild from nothing, I got honest about who I was speaking to and what ROI each platform was actually giving me. I started with Instagram because I genuinely spend time there myself and make my own buying decisions there, then pushed into LinkedIn and YouTube as bigger stretches.

What are the warning signs that you're spreading yourself too thin across platforms?

If you can't map a platform into your calendar consistently and actually feel rejuvenated showing up for it, it's not sustainable. My rule: know yourself well enough to know whether you'll "water the plant." If you know you won't, don't even start.

How long should you commit to a new platform before deciding it's not working?

60 to 90 days. You need enough data points to actually know what's working and what isn't. My first LinkedIn post went viral by accident, and then things went stagnant for a long stretch after, so one early win or loss doesn't tell you much.

Are B2B and B2C really different platforms?

Not as much as people assume. I landed a major B2B opportunity with Visit Britain through consistent Instagram posting, a platform I only ever thought of as B2C. I've also picked up a surprising number of Boomer clients through YouTube. Staying open-minded matters more than sticking to conventional wisdom.

What's my biggest marketing lesson learned?

Losing a high-profile local client's business in Cabo because my brand simply didn't match hers. Instead of giving up, I went home and rebuilt my entire brand to attract people like her. About a year later, her assistant called to book their family's trip to Europe.