Importance of Going an Inch-Wide and a Mile-Deep in Your Social Media Strategy

how to build an effective social media strategy

If you’re a business owner selling products or services online, you’ve probably heard the ‘go an inch wide and a mile deep’ advice before. In plain speak, that just means: pick a niche, and dig deep (a mile, to be exact) within that niche to best serve your audience, create tailored services and content, establish authority, get booked out, and make more sales.

If you haven’t yet worked on an ideal customer profile, target market, or niche, grab the 22+ Page Blogging Blueprint - Blog Strategy Workbook to discover your ideal customer, hone in on your target market, define your business niche, and craft an intentional content and social media plan for a strategic and profitable business.

That community of engaged readers is just (a much welcome) bonus.

While the principle is terrific in figuring out how you want to position your business, it’s also extremely useful for defining your social media strategy. We’re working and living in a time where everyone has a profile on every social media platform imaginable, and if you don’t, you probably fall into two camps: one where it’s FOMO fever all over, or the second, where you’re kind of frustrated with the absurd need to always be ‘social’ on our phones and not enough in real life (raises hand!).

Almost every client I’ve ever worked with is most worried about linking and highlighting their social media profiles on their brand new website first, and while that can be important, the reality is that the activity levels and interaction on most of their profiles are underwhelming initially.

And you know what? It’s alright, and perfectly understandable. You just cannot be on ALL the social media platforms, AND be fantastic on all of them too. Not unless you have an empire and a team of social media managers, and even then it’s hard at best to have truly good social channels. Because it’s SUCH.HARD.WORK.

A mistake many of us business owners and bloggers make is thinking we have to be present everywhere, because if we’re not, it’ll reflect poorly on our business. You know what reflects poorly, though? Having 4 social media profiles with low activity and no community.

I want you to use the principle of ‘go an inch wide and a mile deep’ to understand that it is always better to be the master of ONE social media platform rather than half-assing 4 social media platforms at once. It’s a philosophy even I’m trying to adopt as I establish and grow my Pinterest profile

Rule #1 for your online business: no half-assing anything, ever.

The thought of sticking to “only” one platform can be scary, and you’ll most likely be tempted to skip it, but here’s why you don’t want to and definitely shouldn’t. For most of us, it’s a gradual process of coming to terms with the idea of narrowing our social net.

It’s more a mindset hurdle, as opposed to a battle between a ‘weak or strong’ social media strategy. Our natural inclination is to be everywhere, because not doing so would be limiting our pool of potential clients, and consequently, our incomes, right? 

Except, no. The truth is that going an inch wide and a mile deep is the real way to maximize a healthy and targeted potential client base and your income. 

You see, it begins with the mind. When you decide to buckle down on one platform, you begin by lifting the weight of having to strategize and work on multiple platforms regularly, and your brain can focus on optimizing efforts for the ONE platform that you do choose

Second, when you decide on one platform, you free up time and resources to learn about it, and most importantly, implement what you learn, quicker and more regularly, which means accelerated growth (for both your social media profile, as well as your business), as opposed to trudging along on multiple platforms, seeing minimal to measly results on all

If you’re unsure which social media platform to focus on first, use the questions in the FREE SOCIAL MEDIA SWOON workbook to get you started on your own 1-mile deep journey and to help you identify the ONE social media platform most relevant for your business.


1) If you have existing business social media profiles or intend to convert a personal profile into a professional account, begin by taking stock of the platform that YOU most enjoy (don’t base this on the number of followers just yet, trust your feelings here)

2) Make a note of the number of followers you have on each platform:
Twitter, Facebook, Pinterest, Instagram, Snapchat, Anchor, Periscope, others.

3) Keeping your ideal customer and niche in mind, make a list of the top 2 platforms that they would most enjoy / where you are most likely to find them / where they find YOU (if you’re just starting out, make your best guess based on any research you’ve done)

Now, the sweet spot, i.e. the social media platform YOU should focus on, will be the overlap of 1) your favourite platform, 2) the profile where you have the biggest community (note: large number of followers doesn’t always equal an equally engaged community, so you want to focus on the platform where you have the most interactions with your followers), and 3) the top 2 platforms people find you/where you find potential clients

To illustrate with my own example, I started out by half-assing a Twitter profile and a Pinterest account, and to be honest, I’ve put in little to no effort on either so far. So while trying to figure out which platform I needed to focus on in the coming months, I did the exact exercise I just shared with you, and here’s what I got:

Platform I enjoy most:

Number of followers:
Twitter    Pinterest
34            133

Where do I get found/Where do I find potential clients:

My answer was obvious: I had to focus all efforts, time, and energy on Pinterest, because the returns for my business was best on Pinterest. 

If your answers aren’t as obvious or if you’re struggling with which of two platforms to choose from, always opt for the one that you enjoy most. That may not sound like “sound business advice” at first, but I honestly believe that if you don’t enjoy the platforms/tools you use, no amount of knowledge and willpower will get you to optimize it and use it to the fullest. And inversely, if you love the platform you’re using, it’s much simpler to find ways to optimize it for your business and use it for intentional growth

Tony Robbins, a master coach and human in general (just saw him back in April, so I’m pumped!), says ALL success is 80% psychology (i.e., your mindset and beliefs) and 20% strategy. So if you start with a platform you love, you’re already in a good place mentally, and any strategy you put to action, will yield the results you want. 

Also, remember, social media is supposed to be just that – social. If you aren’t also enjoying using the platform, there’s no point. 


Download the Social Media Swoon workbook and work through each of the questions to figure out which platform is most relevant for YOUR business and to create a strategic action plan for organic growth. 



Download the Social Media Swoon workbook to figure out which social media platform is most relevant for YOUR business and to create a strategic action plan for organic growth.

Ain't nobody got time for spam. Powered by ConvertKit