Subscriber-only episode

Remember that catchy "Hey Mickey" song from the 80s? Much like that earworm, trending social media platforms grab our attention, dominate conversations, and then fade away. In this candid reflection, I share my personal experience with Clubhouse – that audio platform I recently rediscovered forgotten on my phone – and the valuable marketing lesson it taught me.

Small business owners waste precious time chasing every shiny new platform that emerges. From Clubhouse to Lemonade and countless others, we're often seduced by the promise of being early adopters and building massive followings. But here's the brutal truth – if your actual customers aren't on these platforms looking for solutions to their problems, you're simply talking into the void.

Marketing effectively isn't about platform-hopping; it's about strategic presence where your audience already spends time. Every social channel should have a clear purpose: driving traffic to content with opt-in opportunities that capture email addresses. Without this intentional approach, you're building on rented land with no way to maintain relationships when platforms inevitably change or disappear. Traffic without conversion is just vanity metrics that don't pay the bills.

Next time you feel tempted by a trending platform, ask yourself two critical questions: Is my audience actually there? And are they actively seeking the solutions I provide? Your marketing energy belongs where your customers are already looking for help, not where other marketers are chasing trends. Focus there, and you'll build something sustainable rather than exhausting yourself on platforms that will be forgotten faster than yesterday's viral dance.