Howdy! It’s Monday again, and that means I’m diggin’ in the ol’ mailbox!
It’s time to answer YOUR questions!
For those of you who are newer, or who just have a short memory (like me!), here are the rough theme days that we follow here at Breakthrough Marketing Secrets…
— Mailbox Monday: I answer YOUR questions…
— Copy Tuesday: Everything copywriting — the skill AND the biz…
— Web Wednesday: Direct marketing principles, applied to the internet…
— Strategy Thursday: High-level direct response thinking…
— Grab Bag Friday: Whatever I darn well please!
If you want to have YOUR question answered in an upcoming Mailbox Monday issue… Well, shoot it to me in an email at [email protected].
And if you have a topic request or an interesting news item or article you think deserves to be featured on one of the other theme days, go ahead and send that along as well! If I agree, I’ll include it — with a shout out to you, too!
Okay, on to today’s question…
Had been drinking the kool-aid about the need to blog for marketing purposes etc. However, before starting that, I decided to use LinkedIn Pulse.
Since posting an initial article, I’ve decided that — for several reasons (audience and so on) — LinkedIn is probably the better choice. Only difference is the material for LinkedIn has to have more impact than a regular blog posting.
Anyway, where are you on this choice — blogging vs. regular postings on LinkedIn Pulse?
I’ll answer this directly, but there’s a bigger internet marketing lesson in here, too…
You see, so many people on the internet are very quick to give up control.
And it doesn’t matter if we’re talking about LinkedIn, Facebook, Blogger, whatever…
When you’re putting your content on THEIR websites, the visitors… traffic… customers… are THEIRS.
It’s only when you bring the customer to YOUR website that you really end up gaining control.
So you can guess my BIG answer to this — maybe — but I’ll go a little deeper on each option.
The pros and cons of blogging…
First off, I’m going to assume we’re talking about a blog on YOUR OWN SITE.
LinkedIn Pulse, in itself, is basically a blog. Along with putting up a blog on WordPress.com, Blogger, Tumblr, or a whole host of other sites. They’re all the same.
Those are sites where you can put your content, but aside from the content you submit you don’t really have much control.
What I’m calling “blogging” is a website that you bought the domain name, you bought the hosting, and you (or your tech person, or your web host) installed software like WordPress and you’re in the driver’s seat.
Here are some pros of this approach:
— You’re paying for the website to be there, so you have almost total control over it.
— You’re able to collect email addresses of visitors and build a follower email list at your discretion, and NOT within the policies of some risk-averse major corporation.
— You control the focus level at your website, and your visitors are not distracted by ads and other site elements that are out of your control.
Here are some cons:
— You don’t have a built-in user base and traffic source with your own website.
— You have to work harder to get credibility with the search engines on your own site.
— You have to actually run and be responsible for a website.
Of all the pros and cons I’ve laid out here, I’m going to say that building an email list is the most important.
Once you have a permission-based email list of people who are interested in following your work, it doesn’t matter as much where you publish. But it’s typically easiest to control the process of building that email list when it’s your own website.
But maybe I’m coming to my conclusions too fast…
The pros and cons of LinkedIn Pulse and other content platforms…
LinkedIn Pulse has its own advantages. The biggest being that LinkedIn is an established platform for presenting your professional persona. It’s a very business-focused platform, and a good way to connect with potential clients.
That said, prior to the official public launch, all content on LinkedIn was curated from high-end influencers. But now, it’s an all-in free-for-all. Pretty much anyone with a profile, as I understand it, can post. Which is likely already eroding the value of the tag “Published on LinkedIn” beyond it holding much weight.
Still let’s look at the pros and cons…
Here are some pros of this approach:
— LinkedIn has a huge built-in user base and traffic source who are tied to you based on your professional persona.
— LinkedIn has incredible clout with the search engines, making it more likely your Pulse posts will show up in normal SEO results.
— All you have to think about is content, NOT everything having to do with running a website.
And here are the cons:
— You have very little control over anything except the core content.
— You’re subject to LinkedIn’s whims in collecting your interested readers’ email addresses, which pretty much means you can’t do it.
— And LinkedIn wants readers to use ALL their features, which means while users are reading LinkedIn is doing a lot to distract them from you.
You may notice, I basically flipped the pros and cons. Because, well, that’s appropriate here.
But my conclusion isn’t necessarily blogging over LinkedIn…
Why do either/or when you can do both/and?
I haven’t done a ton on LinkedIn. In fact, I have all of one post up. It’s been seen 313 times — not bad for doing NO work to promote it.
So maybe I’m not the perfect example — there are many who’ve had much bigger successes than I have.
Yet I do have a lesson that I applied there, that I recommend you apply as well.
I used the LinkedIn article to drive traffic to my Breakthrough Marketing Secrets site.
I took one of my most popular articles from my site, and simply copied and pasted it there.
I added this block of text at the top…
“This was originally published at Breakthrough Marketing Secrets, a daily blog post and email featuring the proven marketing strategies of the world’s best results-driven direct marketers. Read more at http://www.BreakthroughMarketingSecrets.com/blog.”
And for good measure, I copied it to the bottom as well.
That way, if someone is interested in what I’ve written, they have an option beyond liking the post, commenting, or sending me a LinkedIn connection request.
They can go OFF LinkedIn, to my site. Where they can browse through a bunch more relevant content.
And ultimately, subscribe!
The result? I’m able to tap into all the pros of LinkedIn, PLUS all the pros of having a website I control.
Even better? Create a customized landing page that says, “Hey there LinkedIn user, I’m glad to have you! Now I’d like to send you to a bunch more content I think you’ll find interesting, but first, can you give me your email address and I’ll send you [relevant bonus that might have something to do with LinkedIn].” Instead of sending folks directly to the additional content, send them to a customized funnel based on the conversation going on in their head right now.
Yours for bigger breakthroughs,
Editor, Breakthrough Marketing Secrets