Marketing can feel overwhelming, especially when you’re juggling multiple tasks and seeing little impact. The key is to focus on what matters most, not just what’s popular or trendy.

Use these three criteria to prioritize your efforts and maximize your results with minimal wasted energy.

1. Target audience: go where they are

Prioritize channels and formats that align with your audience’s habits and preferences.

• Channels: Focus on platforms where your audience is already active. For example:
  • If your audience is developers, prioritize GitHub, technical blogs, or niche forums like dev.to or Hacker News.
  • If your audience is B2B professionals, LinkedIn or industry-specific newsletters may be more effective.
• Language: Create content in the languages your audience uses. Avoid the mistake of writing about a Czech grammar tool only in English; your audience for this tool is Czech-speaking.
• Content Type: Match the format to their preferences. Do they prefer videos, blog posts, or podcasts? Use analytics or surveys to find out.

Example: If you’re marketing a tool for French startups, focus on French-language content and platforms like LinkedIn (popular in France) or local tech communities.

Ask yourself

• [ ] Is this channel/format where my audience spends time?
• [ ] Is it in their language?

2. Leverage your existing assets

Build on what you already have instead of starting from scratch.

• Audience Size: If you have fewer than 1,000 followers on LinkedIn, focus on growing your audience there before investing heavily in content. Alternatively, prioritize platforms where you already have traction.
• Repurpose Content: Turn one strong piece of content into multiple formats. For example:
  • Convert a blog post into a video script, infographic, or Twitter thread.
  • Use quotes or stats from a report to create social media posts.
• Collaborate: Partner with others who have complementary assets. For example, if you’re great at writing but lack design skills, team up with a designer for visual content.

Tools to Help:

• Canva or Adobe Express: Quickly create graphics, even if you’re not a designer.
• Descript or CapCut: Turn blog posts or podcasts into videos with minimal effort.