Running a small business can feel like juggling a dozen tasks while walking a tightrope. Time is precious, energy is limited, and the competition is fierce. It’s easy to fall into the trap of “doing what works”—especially when it comes to social media and selling platforms. But if you’ve put all your eggs in one proverbial basket, it’s time to rethink your strategy. Here’s why diversification is essential and how to approach it without burning out.

Mistake 1: Relying on a Single Social Media Platform

One of the most common pitfalls for small businesses is focusing exclusively on one primary social media platform. Maybe you’ve built a strong Instagram following and feel comfortable there, so TikTok, Facebook, or Pinterest get minimal attention—or none at all. The problem? Algorithms change, platforms evolve, and audiences shift. By putting all your effort into one platform, you risk losing momentum if that platform stops performing for you.

The Fix:

• Choose 1-2 Secondary Platforms: You don’t have to be everywhere, but diversify your presence. For example, if Instagram is your home base, consider TikTok for its growth potential or Pinterest for evergreen content.
• Stay Consistent: Building up a new network takes time—just like when you started using social media initially. Post consistently, interact with others, and give it time to gain traction.
• Purge Inactive Accounts: Take time to clean up your followers. Remove abandoned or spammy accounts that make your engagement metrics look inflated but don’t contribute value. It might seem counterintuitive, but a smaller, more active audience is better than a bloated, inactive one.

Mistake 2: Expecting Immediate Results

We’ve all been there—posting on a new platform, waiting for the engagement to roll in, and feeling deflated when it doesn’t. Growing a presence on any platform requires patience and effort. Ads can help, but they’re not the magic solution some believe them to be.

The Fix:

• Actively Seek Out Your Audience: Don’t just sit back and wait for people to find you. Look for communities, hashtags, and groups where your target customers hang out. Engage with them authentically.
• Utilize Content Curators: Partner with accounts or pages that promote small businesses. This is a great way to get exposure without having to do all the heavy lifting yourself.
• Build Relationships: Go beyond selling. Respond to comments, engage in conversations, and let potential customers see the human side of your brand.

Mistake 3: Relying Solely on Platforms Like Etsy or Amazon

Etsy, Amazon, and other third-party marketplaces are fantastic for gaining visibility—but they come at a cost. Between fees, competition, and the risk of policy changes, relying exclusively on these platforms can stifle your growth.

The Fix:

• Invest in Your Own Website: Start researching what it takes to create a simple, user-friendly website. With tools like Shopify or Squarespace, it’s easier than ever to set up an online store. This gives you control over your branding and customer experience.
• Use Platform Fees to Your Advantage: Instead of seeing fees as a burden, view them as a necessary investment for the traffic these platforms bring. Then, focus on retaining those customers by driving them to your website or email list.

Mistake 4: Not Retaining Customers

Acquiring new customers is important, but retaining existing ones is what builds sustainable growth. If you’re constantly chasing new buyers without nurturing your existing audience, you’re missing out on repeat business.

The Fix:

• Create a Customer Retention Plan: Use email marketing, loyalty programs, or exclusive offers to keep customers coming back.
• Engage with Past Buyers: Follow up after purchases, ask for feedback, and thank them for their support. Personal touches go a long way.
• Be Memorable: Packaging, thank-you notes, or unexpected freebies can create a positive impression and make customers more likely to recommend your business to others.

Mistake 5: Burning Out by Doing It All

Diversifying your platforms and growing your business is important, but not at the expense of your mental health and energy. Trying to do everything leads to burnout—and a burned-out business owner can’t run a thriving business.

The Fix:

• Prioritize Your Time: Focus on what will give you the best return on investment for your effort.
• Batch Your Work: Dedicate specific days to creating content, fulfilling orders, or engaging with customers.
• Use Tools and Automations: Tools like Later, Hootsuite, or Canva can streamline your content creation and posting.
• Collaborate and Outsource: Partner with content curators, influencers, or even virtual assistants to help carry the load.

Final Thoughts: Don’t Stay in Your Comfort Zone

Running a business is a constant balancing act of experimentation and consistency. By diversifying your platforms, actively seeking out your audience, and focusing on retention, you can build a thriving business without spreading yourself too thin. Remember: you don’t have to do it all, but you do have to do it well.