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Social Media Marketing for Business

Dennis Yu

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November 27, 2013

Why You Should Never Blog on Your Own Site

November 27, 2013 | By | 9 Comments">9 Comments

Sounds crazy?

Then how silly is it to post content on a site that doesn’t get much traffic or generate much revenue.

The dirty secret of internet marketing is that most sites don’t get any traffic. What’s the sound of a website falling in the forest if nobody is around to hear it?

Would you rather have a feature article about your business on the front page of the New York Times or that same article on the homepage of your website?


never blog on your own site

The Splinter-net

It’s where your presence exists on Facebook, Twitter, Google+, Yelp reviews, your own website, and wherever else your customers hang out.

It’s not just your site anymore– you need to be where people are.

Don’t make them come to you– be where they hang out.

Quick– make a list of the highest authority and highest traffic sites in your industry.

Now set up Google Alerts on the topic you’re an expert in, so you get daily news on what’s going on, allowing you to connect with these folks.

Now share it freely

Next time you have an interesting thing to share, approach an authority on the topic and say you’ve got some great content to share exclusively with them. If it’s truly good (and not shameless marketing), they’ll gladly post it and thank you for it.

We share our top B2B Facebook advertising tips with our friends at Marketo. And guess what? They return the favor.

And for the SEO-minded people (banish the thought), yes, these links from their site to yours will lift your visibility in the search engines.

You’re the expert’s expert

Keep at it and you’ll be known as the go-to person for your area of expertise. Then they start to do your marketing for you, like here.

Now where do you have more credibility– when you’re talking about how awesome you are or when a leading authority with a major following is praising you?

And where do you have more engagement– on Facebook or your website?Where are you most likely to get people to like, comment, and share on what you have to say?

Now tell me– unless your site has a ton of traffic already, where should you be blogging and sharing your content?

Don’t get me wrong– we’re not competitors

Of course, I’m not saying that you should never put content on your site.

But do make sure you have balance. Heyo and BlitzMetrics are both in the Facebook marketing ecosystem. But we tell folks who need Facebook apps to go to Heyo and they refer in folks who need help with Facebook ads.

The #1 objection we hear to posting content is, “If we give away our best tips, nobody will hire us.” A corollary is that we don’t want to equip our competitors.

Rubbish– the freetards who don’t have money wouldn’t pay you anyway. Nor would you want them as clients.

And the competitors are actually your friends, unless you operate in a mature market that has depends on customer switching for revenue.

If your market is growing, find ways to specialize and cross-promote. There is plenty of business out there.

Are you a scarcity-minded (zero sum) thinker or an abundance thinker?Are you ready for the next step?

Meet 

Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults.

Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone.

He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities.

He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo.

He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon.

Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you.

You can contact him at dennis@blitzmetrics.com, his blog, or on Facebook.