If there’s one mistake I’ve seen over and over again in my 20 years as a business advisor and marketing strategist, it’s this:

❌ Businesses blindly chasing the latest marketing trend—without ever stopping to ask, “Is this actually the right fit for my business?”

Contrary to what online gurus say, you don’t need to be on every platform. In fact, for many businesses, being everywhere is a waste of time and money.

Here’s why…

Not Every Platform Works for Every Business

Your marketing success isn’t about being everywhere—it’s about showing up where it actually makes sense for you.

✅ The Type of Business You Run

• Brick-and-mortar stores thrive on local visibility—Google search, community events, and local media.

• Online businesses need national or global reach—SEO, digital ads, and e-commerce funnels.

• Service-based businesses rely on trust and referrals, while product-based businesses depend on brand recognition and direct sales.

✅ The Time You Have

• Organic social media works—if you have the time to post, engage, and create content every day.

• But if you’re juggling operations, sales, and client work, you need a more scalable approach (like ads, SEO, or partnerships).

✅ How You Generate Leads

• Are you building a brand for the long term? (Organic, SEO, community engagement)

• Or do you need paying customers now? (Google Ads, TV/radio, direct outreach)

Your answer determines where you should invest your time and money.

When the Wrong Strategy Slows You Down

I worked with a legal services business owner who was convinced that organic social media was his best lead source.

But once we dug in, we found three big roadblocks:

❌ He wanted daily posts but didn’t want to be the face of them.

❌ He recorded client testimonials in batches, but using the same few interviews repeatedly made organic content hard to sustain.

❌ His priority was winning cases for his clients, not managing a social media presence.

What worked instead?

✅ Google Ads – Reaching people actively searching for legal help.

✅ Spanish-language TV, radio, and news – Meeting his audience where they already consume content.

The results? More leads, better conversions, and a higher ROI than anything he’d tried on social media.

Meanwhile, English-language Facebook and Instagram ads—designed for second and third-generation Spanish speakers—flopped because they didn’t match his actual audience.

💡 Takeaway: Just because a platform is popular doesn’t mean it’s right for you.

Organic vs. Paid: The Marketing Shift

If you’re still relying on organic social media alone, you’re likely missing out on better options.

🚧 Privacy laws & iOS updates → Harder to target your ideal customers on social media.

💰 Rising ad costs → Poorly optimized campaigns = wasted budget.

📺 New ad platforms → More ways to reach your audience beyond Facebook & Instagram.

Many businesses are now shifting to:

✅ Google Ads – Capturing high-intent leads.

✅ YouTube Ads – Using video to educate & convert.

✅ Streaming Ads (Hulu, Roku, etc.) – Reaching people where they’re already watching.

✅ Programmatic TV & Radio Ads – Precise targeting for local visibility.

If your marketing strategy hasn’t evolved, you could be leaving money on the table.

The Bottom Line

Winning in marketing isn’t about doing everything. It’s about doing the right things.

Ask yourself:

✔️ Is my marketing aligned with how my audience actually buys?

✔️ Am I tracking real results—or just guessing?

✔️ Am I adapting to new ad platforms and privacy laws?

If you’re not sure—or if you know your marketing could be working harder—let’s talk. 🚀

[Let’s Refine Your Strategy →]

Respectfully,

Juan Torrico