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Suffering from digital FOMO? Fear not. Being digitally discerning is a strength, not a weakness.

Have you ever wondered how much is enough when it comes to digital presence? Do you feel under pressure to add to your company’s digital activity because you are led to believe it is a guaranteed pathway to brand success?

Or maybe you think that a presence on every platform is what digital marketing is actually about?

Many businesses obsess over building a digital portfolio which covers every possible channel – Facebook, LinkedIn, a website, Instagram, Snapchat, Twitter, Google+, blogs and more and more and more. But do you really need to be across all of these platforms to win the day?

The short answer is: most probably not. Yes, that’s right…”most probably”, not just perhaps or sometimes, but “most probably”.

Running a close second to the question of “which channel” is the issue of “what content”, and again in that regard, more is not necessarily better.

A 2016 study by The Economist of 1644 executives found that while 80 per cent of marketers planned to increase output of thought leadership in the following 12 months, they believed that only 24 per cent of that content would be engaged with. This is backed up by the study’s other findings, 75 per cent of executives have become more selective in what they consume, and more than 80 per cent of executives cite the volume of content they are faced with as the reason for this selectivity.

If we put these findings in context, we can see some great indicators for digital strategy – pick your target and consider the quality of what you‘re putting forward.

At its core, digital communication is based on the same basic principle as traditional marketing channels like print advertising – find your customers and speak to those customers with information that they need and or desire.

Choosing your channels

We are faced with more choices in the digital communication space every day. But when the novelty of a new platform wears off its practical uses become clear and the effect of the content becomes the focus.

To really answer the question “do I need to be on…?” you need to go back to basics and ask yourself who is my audience and how do I speak to them?

There is no value spending time and money on producing content for platforms that effectively throw confetti to the wind. Find out where your customers spend their time on social media, decide what demographic you’re targeting and focus yourself on those channels.

Do one or two things well, rather than everything in a scattergun way.

Quality over quantity

If you have the resources to manage a website, social media and a blog go for it. But, be realistic. If you have limited resources, don’t try to dump substandard content on your audience hoping some of it will stick.

It takes a long time to gain a following through social media, but poorly written or randomly targeted content can cost you followers faster than you can blink.

Social media users are bombarded with content across the many platforms they engage with each day and you don’t want to be the business who hits them with generic, uninteresting, unrelated content, just when they’re thinking about cleaning up their digital feeds.

Aim for quality content every time and you won’t risk turning off the audience you have worked hard to win.

Write for the medium, but don’t forget who you are talking to

It’s important to adapt your communication style to the medium you’re producing content for. But it’s equally important to remember both your audience and your brand when you’re crafting your message.

While you may have decided that you want to occupy several distinct content channels, your audience will want to feel as if they’re communicating with the same entity regardless of the platform they are receiving communication on. Tweak your style, but don’t let considerations about the medium obscure your identity or distance you from your audience.

Forget the FOMO

Choosing the right platforms to communicate your brand message can be a challenge, but by taking some time to decide who you want to speak to and what the best way of reaching them is, you can avoid digital FOMO.