Peru Buesa is a Digital Marketing Specialist based in Sussex, and a friend of Huxley. ‘Perspectives’ is a new series of blogs by people we know and like.
Should you have a blog on your website, or blog elsewhere?
In other words, should you build an online brand where people find you and buy from you without constantly promoting yourself, or should you play the more austere and intensive social media game?
Many clients have come to us asking for help with their digital marketing strategy, convinced they don’t need a website because don’t want to bother “building a site that they will need to change in a couple of years”. They might have been listening to Gary Vaynerchuk and resolved to get rich on Instagram alone!
Ok, they may be right. At the end of the day, if you run a café, why bother investing in a website if you can have a Facebook page with all the information your customers need?
The truth is that everyone is on Facebook and Instagram, and it is still growing rapidly. You need to be there before those users leave, or go into another platform you don’t understand.
I see too many Facebook adverts, with gurus suggesting that it is enough that you focus on Facebook adverts, Instagram photos or posting LinkedIn stories alone, and so I understand why so many entrepreneurs start thinking they don’t need a website anymore. This is great for them because it means they can skip the painful process of investing a considerable amount of time and money on a professionally made website!
I beg to differ.
Are you a fan of scrolling? These social platforms are mostly made for scrolling while you expect something good to happen, which means that you mostly get value in the moment you post anything and then your content pretty much disappears. So, whenever you stop posting on those platforms, you become invisible. Those few people who don’t suffer amnesia will Google your brand and they won’t even find a website. All the work you did, wasted!
This might sound snobbish, but any local business that has not invested on a website in 2017 doesn’t look serious to me.
Digital is new, but humans haven’t really evolved in 200,000 years. As you would do for any branding, you need to think long-term. You can definitely use social platforms as content distribution channels, but this content needs to reside on your mothership, your home, your brand website.
Benefits of having a blog on your website.
#1. Better SEO rankings
Does having a blog on your website help SEO? Oh yes, but it won’t if you write 4 blog posts and then you abandon it. You need to constantly add value and promote that value.
Your website blog, if kept updated, is relevant for a long period of time. For example, content I was working on 6 months ago is still getting traffic from Google organic every day. It will likely continue doing so because we carry on gaining backlinks through our content, so we get more authority in the eyes of Google, which will make it grow exponentially because people will be searching for those topics for a long time. This is why people like Brian Dean, Neil Patel and Tim Ferris bet on long-form content, which for many is a direct challenge to the Instagram mentality.
If you focus on creating a professional website with lots of content, your SEO will improve because Google will take your brand as an expert and your website will rank for keywords that are related to your topic
#2. More leads
People will find your website through multiple channels, and they will experience your brand through a great website that helps them in the process. The blog will show them you know what you’re doing, which will generate enough trust for them to call you.
And you will save time and money on the lead nurturing process by your website answering any initial questions they might have.
In short, you can make a great difference to the future of your organization if you take the time to create and grow a blog and other types of content on your website rather than relying on social media platforms.
How to create your ‘mothership’ and use social to distribute your content?
#1. Define your business goals
Look at your business in 3 years and think about the role of your website. In 3 years, you can achieve incredible things if you are committed to do the work.
#2. Get a professionally made website
Get someone you can trust to consult you so that you don’t go for a too complicated (or expensive) solution. Make sure it adapts to the goals you wrote down earlier.
#3. Continuously create a blog and update it regularly with information about your product or service, but do not sell yourself, offer value instead. This helps to build trust.
#4. Promote that content on Facebook, Instagram, or wherever your audience is. But always return to the mothership to create more SEO friendly content.
Peru Buesa is founder and digital marketing strategist at Gozen Media, inspiring entrepreneurs and small business owners to become successful online.