How to Pick Your Core Marketing Channel
The “Everywhere” Trap
If you’ve ever tried to “be everywhere” online, you know how it goes:
You start a YouTube channel.
You dabble in Instagram.
You post on TikTok twice.
You send one email newsletter… and then ghost your list for six months.
The result? You’re spread thin, your content is scattered, and nothing is really working.
Here’s the truth: in the beginning, you don’t need to be everywhere. You need to pick one core channel — the place where you’ll consistently show up, get good, and build momentum.
Know Where Your People Actually Are
Forget the latest “hot platform.” The best channel is where your audience hangs out.
Ask yourself:
Where do they go for answers?
Do they prefer watching, reading, or listening?
Are they scrolling fast or taking their time?
Example:
When I launched LaxPlaybook, most coaches weren’t hanging out on TikTok. They were in Facebook groups and checking their email between practices. That’s where I showed up.
Play to Your Strengths
Your core channel needs to fit you, too.
If you hate being on camera, maybe skip YouTube at first.
If you love writing, email or blogging might be your sweet spot.
If you’re quick-witted and visual, Instagram Reels could work.
Pro tip: Start where creating feels easiest — you can always add new channels later.
Pick a Format You Can Commit To
Consistency matters more than fancy gear or perfect editing.
Examples:
Email Newsletter: Once a week, share a tip + a story.
YouTube Channel: Two videos a month that answer big audience questions.
Instagram: Three posts a week, plus Stories on launch days.
If you can’t picture yourself doing it for three months straight, pick something smaller.
Build Depth Before Width
Here’s the mistake most people make: they add channels before their first one is working.
Instead:
Focus on one channel until you’re seeing consistent engagement or sales.
Then repurpose your best content onto a second platform.
Example:
I grew my email list through weekly newsletters. Once I knew people were opening and buying, I turned those same emails into Instagram carousels.
Make Your Core Channel Your “Home Base”
Even if you eventually post in multiple places, your core channel should be the one you drive people back to.
Why?
It’s where you’re most consistent.
It’s where you build trust fastest.
It’s where people know to find you.
The Takeaway
Don’t chase every new platform. Pick the one channel where:
Your audience actually spends time
You can create content without burning out
You can show up consistently for at least three months
Get good there first. Then, if you want, you can expand.
