Image: Dima Davi
If you find it hard, time-consuming or confusing, to be present on lots of different social media platforms, relax.
You don’t need to! In this post I’ll explain why and give you a very personal example.
This blog is now in its 14th year! When I mentioned this recently in my newsletter, a number of people wanted to know how I’ve managed to very regularly update a blog and newsletter for so long. More importantly, my answer will shine a light on how you can do something similar. If you want to.
I really don’t do much
Sadly, I don’t have some kind of productivity super power. No. It’s a lot less impressive than that.
You see, my ‘secret’ is all about how LITTLE I do.
- I don’t have a Youtube channel.
- I don’t have a podcast.
- I don’t have a Facebook Page.
- I don’t have a Facebook group, either.
- I don’t have a Linkedin account.
- I don’t have a TikTok account.
- I don’t write books.
- I don’t give many interviews.
- I don’t have a business account on Instagram, Snapchat or Clubhouse either.
Lots of business owners do most of the things on that list. And I bet they produce at least as much information across those platforms as I produce for my blog / newsletter.
They go wide. I go narrow
Let me flesh that out a little.
Having been involved in social media marketing since its inception, I’ve seen (again and again) how easy it is to lose your account, and audience, on any platform you don’t own.
And if a platform ceases to be popular, you can also lose your audience, or most of it, when they move to the next new, shiny thing.
Plus, it’s extremely hard to create a significant marketing impact, or foster deep engagement across multiple platforms.
That’s why I choose to go narrow.
- I own my blog.
- I choose where it’s hosted.
- And I can use any commercial email provider to mail my subscribers.
The benefits of building your own platform are many and varied.
The best-known benefit
Maybe the best-known benefit is that you’re building a publishing business, which grows in value literally every day.
For example. Jim’s Marketing Blog has thousands of pages of marketing and business development information and a 14 year pedigree.
- I could form partnerships with online training providers… promoting their courses here, for a commission on each place sold.
- I could create a dedicated store here, providing products that appeal to my reader demographic.
- I could cash-in. The last offer I received for this site wasn’t enough to make me think seriously. But it was huge.
- There are multiple revenue generating opportunities, because I built everything here. Combined, they would easily create a significant enough income to become a stand-alone business.
Imagine if I’d spread my ideas and work across Facebook and Linkedin. None of those opportunities would be possible.
The least-known benefit
I think perhaps the most overlooked benefit, is the incredible focus, clarity and freedom it gives you.
With the multi platform approach, different types of ‘content’ work better on one platform and less well on another.
All of a sudden, you need to add lots of tasks to your daily workload. You’re no longer ‘just’ running your business. You need to find time to be a photographer, broadcaster, video producer, audio creator, short-form writer and networker.
You also need to be very careful how often you publish. Most platforms will make your content less visible to your audience, if you publish what they deem to be too often. Facebook and Instagram are notorious for this.
With your own platform, you publish when you have something useful or interesting to share.
It’s extremely liberating.
In short, I probably don’t produce content more often than you or anyone else involved in marketing.
I just put it in the same place and let it build steadily over time. Eventually, all those little molehills become a mountain (or at least a bloody big hill).