How to Choose the Right Marketing Channels and Use Them Well
You don’t need to be everywhere.
You need to be intentional.
 
The Platform Alignment Guide is a strategy-first, DIY marketing tool designed to help small business owners, marketers, and growing teams stop chasing platforms and start building a marketing system that actually supports their goals.
Instead of telling you what to post, this guide helps you decide where to focus, why it matters, and what “enough” looks like across today’s most common marketing channels.
 
This is the same framework we use inside The Bowerbird Agency to help clients reduce overwhelm, clarify priorities, and build sustainable omnichannel strategies.
What’s Inside
 
This guide walks you through each major marketing channel, including:
Facebook
Instagram
LinkedIn
TikTok
YouTube
Pinterest
Google Business Profile
Website (your conversion hub)
Email newsletters (relationship and retention)
 
For each platform, you’ll get:
Core demographic insights
The platform’s true role in a healthy strategy
Best practices for sustainable use
What not to expect (so you stop chasing the wrong outcomes)
Clear indicators of whether the platform is a good fit for your business
 
Built for Action, Not Just Education
The Platform Alignment Guide includes a fillable worksheet section that helps you:
Assign a clear role to each channel
Decide what to prioritize, support, or pause
Define a minimum viable presence that fits your capacity
Identify meaningful success signals (not vanity metrics)
Commit to a focused 90-day marketing plan
 
This turns strategy into decisions you can actually follow through on.
 
Who This Is For
This guide is ideal for:
Small business owners doing their own marketing
Service providers and consultants
Retail and local businesses
Lean marketing teams
Anyone feeling overwhelmed by “having to be everywhere”
 
If you’ve ever wondered:
“Am I on the right platforms?”
“Why does marketing feel so exhausting?”
“What actually matters versus what’s just noise?”
This guide is for you.
 
What This Guide Is Not
A posting calendar
A trend report
A promise of quick growth or viral success
 
This is a clarity tool, designed to help your marketing feel lighter, more aligned, and more effective over time.
 
The Outcome
By the end of this guide, you will have:
A clear understanding of what each platform should (and should not) do for your business
Confidence in where to focus your time and energy
A simple, realistic plan you can stick to for the next 90 days
 
Clarity beats consistency.
Alignment beats volume.
Marketing should support your business, not exhaust it.