Let’s start with an audacious statement; blogging is a big deal. It’s probably a bigger deal than having a website; it’s definitely bigger than marketing on social media. If that doesn’t counter all the talk about blogging being dead, I’ve got nothing more to offer you.
happy blogging face
Before I begin, let me add this piece. Search engines are starting to get on my last nerve. The pundits and researchers say that all of them, especially the big G, wants to not only know what we’re writing about but wants us to use lists to highlight our points. I do that from time to time, but today I’m doing it because I want to… not because of them! lol
Why do I say a blog is more important than a website or social media? Let’s get started:
1. Blog owners own their property
I talk to a lot of people who say they do all their marketing on social media. Maybe only half of them write a blog or even have more than a one page website.
I can understand that. It lowers their footprint and helps them go directly to their potential customers. It saves money on hosting fees or paying for a domain name.
Yet… what happens if, for some reason, their accounts get suspended? Twitter and Facebook does that all the time. YouTube’s doing it more often these days, and they’re owned by Google.
If you don’t own your own property and your income is generated by social media sites, you’re pretty much out of luck until you figure out a way to get out of “jail” or find someone to talk to so you can get back in the game; good luck with that.
If you own a blog, “really” own it, the worst that can happen is Google deciding not a show your message on their platform. These days that’s a rare event (unless you’re some kind of anarchist), but not only are their other search engines, you can employ other methods of reaching your audience if you own your blog.
By “own”, I don’t mean wordpress.com or Blogger; I mean pay for a domain name and a hosting package. It might cost you a few dollars, but if you’re serious about your business the costs are minimal.
2. Blog owners can talk about their services or products
Let’s look at your marketing efforts on social media. Twitter gives you 280 characters. Facebook limits the number of people you can reach without paying them. LinkedIn will tune your message out if you don’t have enough people seeing what you’re posting. Even on YouTube, unless you’re entertaining or find a particular niche that will resonate with an audience, they’re going to limit who sees your stuff unless you find a way to push it.
With a blog, you can market your product by writing something about it. I don’t mean a paragraph; I mean an article! When I wrote about one of the affiliate products I promote, iDrive, the article was 1,200 words. Wen I wrote about the other affiliate product I market, Mailwasher, I wrote 1,150 words. When I wrote about my 2nd book, Leadership Is/Isn’t Easy, I wrote 1,000 words.
There’s not a place on social media where I could have gotten away with writing so many words about a product. True, you could promote a link to a landing page, but you need a website to do that. Let’s talk about that for a minute…
3. Landing pages vs blogs
I haven’t met the marketer who won’t advocate for a landing page. It’s a pretty good idea, and I have a couple for some of my products.
Yet, I also have articles about products I’ve created on my blogs… sometimes multiple articles about my own products, along with mentions here and there. Regarding my book above, I’ve written about it twice on this blog and 4 times on my business blog, and I’ve linked to it multiple times on both blogs. If I can drive visitors to my blogs (and they actually read the content…), I have multiple opportunities to get eyes on those links and maybe my visitors will check them out.
A landing page is a good idea, but in general it’s a one-off. You can go back and rewrite the copy consistently, but you’ll also wipe out what you already have. If it’s junk that’s a good thing; if it’s not, isn’t it better to be able to keep it there and write about your product or services in a different way on multiple pages of a blog?
4. Promotion of services
I have a business website geared towards leadership and health care finance. I have a few articles on that site telling people what I can do for them. It’s not bad, and I’ve been ranked in the top 5 for one of my major search terms going on 15 years.
But there’s a trick to that. On that one particular topic (which I’m not going to share since it doesn’t have anything to do with what I write about here), I’ve written 106 blog posts related to that topic since 2006. In many of those posts I’ve linked to either the main page of the service I provide or one of the other articles that backs up that service. You can’t do that with a landing page, a regular website or on social media.
5. If you want to market on social media, sharing links to blog posts is the most efficient way to do it
Do you have a Facebook business/fan page? Do you share short messages or images? Sometimes I do the same thing… but not often, and certainly not as a standalone.
I share links, articles, images and short messages on my Facebook business page… all of which I get from my blog posts. Because I literally have at least 4,000 blog posts I can draw from (I’ve recently eliminated a lot of articles), I always have a lot of articles I can go back to for source material and either post it directly, repurpose it by rewriting some of it, or posting a link driving people to the blog so they can read the entire article.
If you’re just posting to Facebook, Twitter or LinkedIn and don’t have not only a place where you’re saving your material or giving yourself a way to consistently get people back to it, you’re not being all that efficient. Having a blog not only saves time and energy, but it’s a great resource that keeps working for you if you do it right.
There you go, 5 things I hope you think about. You can disagree or agree; you can ignore. I’m only here sharing my opinion; will you share yours?