Discover your lane and swim as hard as you can

Last week, I snapped a LinkedIn post about Canva.

For whatever reason, it blew up. The last time I checked, it had 130K+ views and 200+ comments.

It is the most popular post that I’ve ever written by a country mile.

Who knows how the LinkedIn algorithm works but I think one of the reasons the post exploded is that I’ve invested a lot of time and effort on the platform over the past two years.

I post almost daily, comment with abandon, and regularly make new connections.

LinkedIn has become my lead generation machine. It blows away my previous marketing: coffee meetings, conferences, and a blog that attracted little traffic.

While I’m tempted by TikTok (many B2B marketers have jumped on the bandwagon), I’ll continue to squeeze as much as I can from LinkedIn. It’s a channel that works so why change horses in mid-race?

The lesson: For many businesses, success comes from focusing on a single channel. It’s about using that channel as well as you can rather than spending your resources thin.

It’s tempting to be everywhere and all things to all people. But it’s smarter to pick a lane, execute effectively and optimize to drive a higher ROI.

It’s a challenge to be a one-trick pony but it’s an approach that drives efficiencies and, hopefully, more business.