It IS important to be visible, but if you're not visible in the places where your target audience are looking, you might as well not bother.
In the days before the world wide web, people depended on advertising in the press and direct mail. You wouldn't waste time sending direct mail for products that therapists would be interested in to car manufacturing companies; nor would you expect to get results from advertising in an industry journal for personnel managers if you were trying to reach plumbers.
The same applies online. Just because there are lots of platforms where people are active, doesn't mean that they are all the right forums. Some of them may be, but you need to do your homework and find out who is looking in each place before investing time and effort in promoting yourself.
For instance, if you're selling direct to consumers you might find Facebook a good place to be active, whereas if you're targeting the corporate market LinkedIn may be a better bet. If you're selling products to consumers having them on Pinterest with quirky comments could also be an excellent place to put your items.
However, just posting on any of these platforms isn't enough. You'll need a Facebook Page and will need to work hard getting people to come along and Like it. The power of LinkedIn is in the groups and you can't just go in and sell, you'll need to spend time getting known and demonstrating your expertise. Even though Pinterest may appear to be a big online pinboard, you do need to keep your boards fresh and organise them well.
Instead of going for quantity, aim for quality - talking to just a few perfect customers means you'll follow a much more direct route to getting new clients. This means you can invest your time in marketing with complete focus.
So who exactly are you trying to attract? Where do you find them? What are their problems and how can you solve them?
