LinkedIn & Personal Branding Expert – CEO & Founder of Black Marketing – 1,000+ LinkedIn Recommendations, 4 Best Selling Books.
I often get asked the question, “Why is no one reading my blog on my company website?” Very simply, I believe it’s because no one is going to your website to read your blogs (unless you’re, for example, in the publishing business). Even if people are interested in your website’s blog posts, you’re probably not notifying them that you have a blog published on your site.
LinkedIn, on the other hand, has 780 million people on it looking for content. If you publish on LinkedIn, all your followers have the potential to see it. It’s the opposite of the phrase “build it and they will come.” LinkedIn already built it for you.
If someone visits your company website, what do they typically want out of it? They want to know who you are, what you do and where to find you. Now, that makes perfect sense. That’s what the structure of websites is usually centered around, pages like About Us, Services and Contact Us.
Companies equipped with more robust marketing capabilities may have a blog section that is regularly updated to boost search engine rankings, engage with customers and drive thought leadership. But think about it: Your viewers probably aren’t on your website to read your blog posts.
What good is any content if it generates no likes, shares, engagement and advocacy? No one will share your blog from your website even if they manage to find it. However, they will on LinkedIn because it’s there in the feed and easy to engage with. Who do you think will leave a comment on a website? Not many people, but they will on LinkedIn, as it enhances their personal branding, too.
Also, unless you have tracking tools set up, you will have no idea who the viewers of your website blog are. Now that people are smarter about cookies, laws have changed about opting in and out of cookies and Apple has shut down the ability to target people through cookies, you have less of a chance of actually tracking people who go to your website.
That’s not the case on LinkedIn. You know who likes, comments and shares your content because people have to be logged in to do so; their profile comes up, and you can see who they are. You can also see those who, as a result of your engaging content, then view your profile.
LinkedIn even offers an opted-in tracking device called SmartLinks, which is part of its Sales Navigator Team subscription. You can use this for all your websites. I even use it for my Forbes page when I share on LinkedIn so that I can track who goes from LinkedIn to my Forbes page, but you can also use it for your content and website.
But the key to all social media, as I’ve observed, is that once people are on it, they rarely leave. So, you have to engage with them on their chosen platform.
Follow the data. Follow the usage patterns of your potential customers. Publish on LinkedIn, not your website.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?