So why does it still feel like you're shouting into the void?

You've done the hard part. You know who your ideal customer is, what keeps them up at night, and what they're searching for. You've mapped out their pain points, their goals, maybe even their favorite social platforms.

So why does it still feel like you're shouting into the void?

Here's the truth: understanding your audience is only half the battle. The other half—the part that actually drives sales, builds your brand, and gets you noticed—is knowing how to reach them.

And that's where most small business owners get stuck.

You're Not Alone in Feeling Stuck

I talk to business owners every week who've done their homework. They've created customer personas. They've identified their niche. They've even started creating content.

But when I ask them about their distribution strategy, I get blank stares.

"I post on Instagram a few times a week."

"I send an email when I have something to say."

"I'm trying to be consistent, but I'm not sure if it's working."

Sound familiar?

The problem isn't your effort. It's that you're missing a bridge—a clear, actionable plan that connects what you know about your audience to how you actually reach them.

Let me show you how to build that bridge.

Step 1: Match Your Message to Where Your Audience Already Hangs Out

You don't need to be everywhere. You need to be where your people are.

If your audience is budget-conscious small business owners, they're probably not spending hours on TikTok. They're more likely scrolling LinkedIn during lunch breaks, reading industry blogs at night, or searching Google for answers to specific problems.

Here's how to figure out where to focus:

Look at your existing customers. Where did they find you? Ask them. Send a quick survey or just have a conversation. For example, one of my clients discovered that 60% of her customers found her through a local business Facebook group she'd been ignoring. Once she started engaging there consistently, her inquiries doubled in 30 days.

Check where your competitors show up. Not to copy them, but to see where the conversation is already happening. If three of your competitors are active in a specific LinkedIn group or subreddit, that's a signal worth paying attention to.

Think about intent. Are your people in research mode (Google, YouTube) or discovery mode (social media, podcasts)? A bakery owner looking for accounting software is probably Googling "best affordable bookkeeping for small business." They're not browsing Instagram hoping to stumble upon the answer.

Once you know where your audience is, you can stop spreading yourself thin and start showing up with purpose.

Step 2: Choose Your Core Channels (And Stick With Them)

Here's the mistake I see constantly: trying to do everything at once.

You're posting on Instagram, Facebook, LinkedIn, and Twitter. You're writing blog posts, recording videos, and sending emails. You're exhausted, and nothing's gaining traction.

Instead, pick two or three core channels and commit to them for at least 90 days.

Here's a simple framework:

One owned channel: Your email list or blog. This is your home base—the only platform you truly control. When Instagram changes its algorithm or Facebook adjusts its reach, your email list stays yours.

One discovery channel: Where new people find you. Could be SEO, Pinterest, YouTube, or a podcast. Think about where people go when they have a problem you solve. A financial coach might focus on YouTube tutorials. A wedding photographer might prioritize Pinterest boards.

One engagement channel: Where you build relationships. LinkedIn, Instagram, a Facebook group, or even a community forum. This is where you show up as a real person, answer questions, and build trust before anyone's ready to buy.

That's it. Three channels. Not ten.

When you focus, you can actually build momentum instead of constantly starting from zero.

Real example: A productivity consultant I worked with was trying to maintain a presence on five platforms. She was burned out and seeing minimal results. We narrowed her focus to LinkedIn (engagement), her blog (owned), and Google search (discovery). Within 60 days, her website traffic increased by 40%, and she booked three new clients directly from LinkedIn conversations.

Step 3: Create Content That Moves People From Awareness to Action

Knowing where to show up is only part of the equation. You also need to know what to say—and when to say it.

Your content strategy should guide people through a journey:

Awareness: They discover you because you're talking about a problem they have.

Consideration: They stick around because you're providing real value, not just sales pitches.

Decision: They buy from you because you've proven you understand their world and can help them solve their problem.

Here's how that looks in practice:

Top of funnel (awareness): Educational blog posts, social media tips, YouTube tutorials. Answer the questions your audience is already asking. Example: "5 Signs Your Marketing Strategy Isn't Working (And What to Do About It)" or "How to Write a Social Media Post That Actually Gets Engagement."

Middle of funnel (consideration): Email sequences, deeper how-to guides, comparison articles. Show them what's possible. Example: A three-part email series walking through your process, or a blog post comparing different approaches to solving their problem (including yours).

Bottom of funnel (decision): Service pages with clear outcomes, client stories with specific results, consultation offers with low barriers to entry. Make it easy to say yes. Example: "Book a free 20-minute strategy call to see if we're a fit" or "See how we helped a bakery owner increase foot traffic by 35% in 90 days."

You don't need a massive content library. You need a few pieces of content at each stage that actually connect with your audience and move them closer to working with you.

Step 4: Build a Simple Distribution Routine You Can Actually Maintain

Consistency beats perfection every single time.

You don't need to post every day. You need a routine you can actually maintain without burning out or sacrificing quality.

Here's a realistic weekly content plan for a solo business owner:

Monday: Publish one long-form piece (blog post, YouTube video, LinkedIn article). This is your cornerstone content—the piece that provides real value and can be found in search.

Tuesday-Thursday: Share short-form content that supports your long-form piece (social posts, email snippets, quick tips). Pull quotes, key takeaways, or related insights that drive people back to your main content.

Friday: Engage with your audience. Reply to comments, answer DMs, join conversations in groups or forums. This is relationship-building time, not content creation time.

That's it. Five focused actions per week.

The key is repurposing. One blog post becomes three LinkedIn posts, an email, and a handful of Instagram stories. You're not creating more content—you're distributing smarter.

Example: A business coach writes a blog post on "How to Price Your Services Without Undervaluing Your Work." She turns it into a carousel post for Instagram, a discussion thread on LinkedIn, a tip in her weekly newsletter, and a 60-second video for YouTube Shorts. One idea, five touchpoints, zero extra research.

Step 5: Track What Actually Matters (And Ignore the Rest)

You can't improve what you don't measure.

But here's the thing: you don't need to track everything. You need to track what moves the needle for your business.

Forget vanity metrics like follower count or post likes. Those numbers feel good but don't pay the bills.

Focus on:

Traffic: Are people finding your content? Check your website analytics weekly. Which blog posts are getting views? Which sources are sending you visitors?

Engagement: Are they consuming it and taking action? Look at email open rates, video watch time, and comment quality. Are people asking follow-up questions or just scrolling past?

Conversions: Are they joining your email list, booking calls, or buying? This is the only metric that directly impacts revenue. Track how many people move from reader to subscriber to customer.

Pick one metric per channel and check it weekly. If something's not working after 30 days, adjust. If your LinkedIn posts aren't driving profile views or connection requests, try a different content angle. If your blog traffic is flat, revisit your keyword strategy or promotion tactics.

Example: A web designer noticed her Instagram engagement was high, but she wasn't getting inquiries. When she checked her metrics, she realized her posts didn't include a clear next step. She started adding "DM me 'website' for a free audit" to every post. Within two weeks, she had five new leads in her inbox.

You're Not Guessing Anymore—You're Building

Here's what changes when you have a real distribution strategy:

You stop wondering if anyone's listening.

You stop wasting time on platforms that don't work for your business.

You start seeing consistent traffic, engagement, and sales.

You know your audience. Now you know how to reach them.

That's not luck. That's strategy.

And you don't need a big budget or a marketing degree to make it happen. You just need a plan—and the confidence to execute it.

Take the Next Step: Turn Your Audience Insights Into Consistent Growth

Understanding your audience was Step 1. Building a strategy to reach them is Step 2.

But here's the reality: strategy without execution is just another idea that never gets off the ground.

If you're tired of posting into the void and ready to see real traction—more website visitors, more email subscribers, more paying customers—let's talk.

I work with small business owners and entrepreneurs who are done guessing and ready to grow. Together, we'll build a marketing strategy that fits your budget, your schedule, and your business goals. No fluff. No overwhelm. Just a clear plan and the support to make it happen.

Ready to stop spinning your wheels and start seeing results?

Reach out today. Let's turn your audience insights into a content strategy that actually drives revenue. Book a free 20-minute consultation, and we'll map out exactly what your next 90 days should look like.