The "Be Everywhere" Trap

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Raise your hand if you’ve heard this before:

“You need to be on every channel.”

And every time, I cringe.

Here’s what that advice actually creates:

• Diluted focus. You post half-baked content across five platforms.

• Zero feedback loop. Results tank, and no one knows why.

• Burned-out teams. Context-switching across formats, audiences, and metrics.

I’ve seen this wreck good marketing teams.

And this has nothing to do with content.

It’s a systems problem.

When you treat every channel equally, you treat none of them strategically.

The Breakdown: Mastery > Multichannel

At Foster & Co., this is the playbook I use inside growth-stage and public companies when it’s time to scale your reach:

1. Pick one channel that aligns with your audience’s buying behavior

• B2B SaaS? Start with LinkedIn.

• DTC or lifestyle brand? Instagram or TikTok.

• Technical or dev-focused? Twitter or community forums.

The question is: where do your buyers actually hang out when they’re considering a solution like yours?

Curious what AI can’t replace? Read my breakdown of the five skills that will future-proof your marketing career: The Future-Proof Marketer.

2. Build the flywheel: Content → Community → Pipeline

Don’t just “post more.”

Post with the intent to create signals:

• Who’s engaging?

• What’s sparking inbound?

• What gets shared internally in buying committees?

Once you see a clear feedback loop between content and pipeline, that’s your greenlight to expand.

3. Clone the system. Don’t restart from scratch

When you move to the next channel, don’t reinvent.

Repackage what’s proven.
Use the same insight engine.
Let your creative team scale one process.

💡 You don’t need more platforms. You need one platform that performs, then leverage the system behind it.

Toolbox Highlight: Taplio for LinkedIn Content Ops

If LinkedIn is your go-to channel (and for many B2B orgs, it should be), I’ve been testing Taplio as a workflow optimizer.

It’s especially useful for:

• Scheduling and reusing top-performing posts

• Surfacing relevant topics based on your niche

• Generating engagement prompts that don’t feel like engagement bait

Curated Signal: Neil Patel on the Pitfalls of Multichannel Overreach

📎 Neil Patel: Why Your Social Media Tactics Aren’t Working in 2024

“Social media tactics from 2024 aren't working well. You're seeing a reach decline. Your followers barely see your content.”

Closer

You don’t need to be omnipresent.

You need to be unmissable where it counts.

Pick one channel.

Dial in your content → community → pipeline flywheel.

Then scale it without adding headcount or chaos.

See you next week,
Mac

When you’re ready, here’s how I can help you:

1. Schedule a session with me. Discover how Foster & Co. can drive your company towards peak growth.

2. Foster & Co. services. I work with marketing teams inside agencies, growth-stage startups and public companies.

3. Share CMO 3.0 with your team or network – Know someone who’d benefit from smarter marketing insights? Send them this link and help them level up.