Before I get to how, let me first explain why
I have personally known business owners who built up an impressive following on their Facebook business page. Lots of followers, lots of engagements, indications it is leading to real business bringing in real money. Then about a year ago Facebook updates their algorithm and almost all the hard work they put into building up their business page was undone.
Facebook decided to deemphasize updates on business pages in favor of news sources and updates from friends. Facebook made this change at the request of their users.
About two weeks ago an artist named Dennis Cooper had a site on blogger taken down by Google. Apparently he was violating some term of use. He’s not sure what and is not having success in getting an answer from Google. He spent 14 years building up that website.
When you don’t own the website, you don’t make the rules, and they can change with no notice.
How do you ensure this never happens to you?
Simply put, most of what you publish online you publish to your website. Other locations (Facebook, LinkedIn, maybe blogger if for some reason it makes sense, etc) provide a supporting role. Even email provides a supporting role to what content is published on your website.
You attract your audience to your site, and interact with them there.
But your website has zero visibility, and Facebook has visibility. Why not take advantage of that?
While it’s true that initially your website does have zero visibility, with regular publishing and promotion of that content through social media and email, that will not always be the case.
With consistency and persistence you will build an audience on your site.
While promoting a LinkedIn business page may give you more eyeballs day one, whose to say when LinkedIn changes their rules to suddenly render your visibility a thing of the past?
Although it does initially take longer to attract an audience to your website than it might to your LinkedIn business page, your website under your URL is the ONLY place on the Internet where no one can change the rules on you.
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