Use even more platforms, in fact!Here’s why. Platforms today serve as advertisement conduits for your thoughts. Think about it from this perspective and you won’t go wrong. Posting on social media is the equivalent of placing your thoughts on a billboard of a local highway. Except the highway is the online world. And that billboard (the one that costs tens of thousands in the real world) costs you nothing. The more billboard companies that allow you to occupy space in your own billboard, the better. Esp when putting that billboard up takes very little time and effort on your part. Meaning, use Linkedin and Facebook and YouTube (and whatever other billboard allows you to get the word out on your services, or thoughts, or product) because they exist, and because people occupy those spaces. But don’t forget to also own a space of your own, where people enjoying your billboard’s message can go! This is also known as your “call to action”, and that call to action should include bringing the eyeballs, and interest generated, into an actual space that you own. Yes, it can be your physical clinic (a la “come and visit me in my office to help with the pain in your back). But I want you to think bigger. BETTER.
Eyeballs.I want you to bring interested eyeballs back to an online space. Where you’re the star. And where folks can follow you REGARDLESS of where they’re physically located. That’s the magic of the online world, and online connections. Someone from London can be impressed with your thought leadership, and want to follow your work. But if you call to action just asks them to visit your office in Nashville, there won’t be continuity. They’re a wasted opportunity. Think about this example: if the person from London was an event organizer, putting on a conference on medical topics, and your post peaked their interest, your call to action wouldn’t interest them if it asked people to simply call your office. But if you lead interested parties to your website, where you’re beautifully featured, alongside your regular blog posts, and maybe a recording of a few of your talks, they can drop their emails and remain connected to your content, to see and hear more! Guess who gets invited to the next conference they host after they read a few more of the articles that land in their inbox (that you wrote)? Reel in that interest. There, on the site, you can collect the emails of those who show interest. They’re YOUR customers (or clients or patients) now. And you can make a list of them all and nurture those relations/contact them anytime.
Now, back to my billboard analogy:There’s ways to get placed on busier highways than not. That’s where platform algorithms come into play. If you’re not in “the know”, algorithms refer to the calculations a social media platform’s AI makes on how many people to show your post to, and who. Though you can make adjustments in factors like your posting content, timing, and frequency, you can’t adjust the algorithm itself. The platform determines the algorithm. Because the platform owns the space. I’ll give you one guess as to who owns the algorithm of your own site, though. Did you get it right? (The answer was YOU). The platform determines the algorithm. Because the platform owns the space. Click To Tweet For the sake of simplicity, where online strategy and brand-building is concerned, we’ll start with that visualization (of the billboard and the highway). I use it frequently in the talks I give about the social media space because it so accurately represents how this all works. You can, of course, post in both your own site AND LinkedIn (or whatever other platforms you’re active in, and even in all). But you should ideally always build content on your own site, too.
Think bigger.I don’t suggest you stop at LinkedIn, folks. Even if it’s certifiably my favorite platform. Here’s just one of the reasons why: LinkedIn may work for me today, but maybe its algorithms will change tomorrow (remember who’s in charge?) and will no longer be my favorite). If I put all my online “eggs” in one basket, is it really a smart move? To go back to our analogy, imagine you’ve spent time building your billboards on the LinkedIn highways (literally spent time posting regularly within LinkedIn), but those highways are suddenly diverted. Imagine all of the traffic that was once seeing your billboards (your posts and content) no longer see them. You will have essentially wasted all of your time.
But if you also captured in on your own website, then your time wasn’t a waste. Because you’re displaying your content there, wherever you want it displayed. You’re not privy to anyone’s algorithm but your own. If you also posted on other platforms, you’ve given other people (who may not use Linkedin, but use Instagram. Or Twitter. Or Pinterest) a chance to see your work. You’ve placed billboards on other highway roads. Every platform, in fact, should be considered, for putting up “billboards” in. Because every platform has its own highway, and usually, with unique travelers passing by. That means new faces, fresh opportunities, and endless possibilities.
“If I put all my online “eggs” in one basket, is it really a smart move?”