Remember when Facebook’s organic reach died?
Social media obsessed online entrepreneurs had to be talked off of cyber ledges.
These folks made the grave mistake of trying to build their online presence and businesses solely on rented real estate.
Unless your name is “Mark Zuckerberg” or that of one of Facebook’s prime shareholders you rent space on Facebook. Ditto for Twitter or Google Plus. Unless you own these platforms, you are a squatter, and must play by the network’s rules, all of which can – and do – change dramatically, quickly.
As the rules change fast, what once was a fabulous business-building platform can make your business slam into a screeching halt. All those sweet, easy sales? Gonzo. In a flash. Because you cannot building a thriving online business or rocking online presence over the long haul on rented cyber real estate.
If you want to build a thriving online business you will need to build a strong online presence across multiple channels.
Why Building Your Online Foundation on Social Is a Problem
Imagine trying to balance a bowling ball on a house of cards.
Imagine trying to build a mansion on quicksand.
This is like trying to build a business on social media sites.
Facebook’s organic reach died a few years ago. The network went more towards a pay to play model.
Unless you go the paid advertising route on the platform, no more simply publishing a post and seeing Likes, comments, clicks and sales go through the roof. Either you pay to play, or spend hours each day building bonds through the platform.
The only people who should spend hours daily building bonds on Facebook are Facebook marketing specialists. Everybody else should be devoting most of their time building their business primarily through owned channels, and then, complementing with social media and other streams to build a diversified online presence.
When people see you offering help through a whole slew of channels you will become familiar, trustworthy, and an influencer in your niche. Influencers build successful online businesses.
A Smart Approach
Set up an online spider web.
When I visit places like Fiji, Bali, Thailand and Costa Rica I often see the huge webs of golden orb spiders.
Said webs span 4-6 feet in some cases.
Building your online presence through 5, 10 or even 15 channels is like setting up a huge spider web so folks from your niche cannot possibly escape you, your blog and your brand.
The online presence web you create will not be of a predatory nature but folks will stick to the web and eventually make their way back to the web center (your blog) because everywhere they look in your niche, they see you, and need to learn more.
As an increasing number of folks see what you have to offer and dig the help you offered for free, through various online channels, they will hire you for your consulting services, buy your eBooks and purchase your products.
Set up profiles on a wide range of sites.
Be highly active through a few of these channels.
Be less active but still maintain a presence on the remaining channels.
You may spend the lion’s share of your time on your blog, through guest posting and blog commenting daily but you will also check your Twitter and Facebook once daily, and perhaps check your Google Plus and LinkedIn accounts once a week.
Be Seen in Many Spots
Be seen in many spots.
Establish a viral online presence by opening up accounts on multiple sites like Quora, the Warrior Forum, Facebook Groups and Google Plus Communities related to your niche and don’t forget to add blog commenting and guest posting to your blogging campaign.
All roads should read to your blog (See below). But by simply being seen across multiple channels online you create the illusion of being seen everywhere and also insulate yourself against any rapid, dramatic changes that may affect your social media presence.
Although you want to be seen in many spots online you can only focus on a few spots if you want to have an offline life too. Feel which networks resonate with you. If you enjoy the quick and simple nature of Twitter, spend a little bit of your time building friendships and sharing value through this channel.
Ditto for Facebook and Google Plus if you enjoy working either one of those channels too.
Just don’t spend a bunch of energy spreading the word on social media sites because these are fickle beasts. Maintain a presence on social, and through other online channels, but don’t spend hours on any one channel daily, save your blog, and also, through guest posting and blog commenting.
Focus Heavily on 1 or 2 Channels
I am horribly biased, but feel a blog is the best way to build your online presence.
Having a self-hosted, WordPress blog means you own the online real estate. Since this is the only real estate online you can actually own it makes sense to build your online presence primarily through your blog.
No algorithm changes will shake you out.
No decisions from CEOs will seemingly make your online presence and business profits disappear overnight.
No tightening up of spam filters will send your emails to junk folder.
Build your online presence primarily through your blog. Link in to social media accounts, YouTube videos, your podcast and virtually all you do online through your blog.
Make this hub Content Central. Share your free and premium offerings through your blog.
Hey; you own it, and you are cyber-squatting on social media, so spend most of your time building your online presence through your blog to establish your brand on a rock solid foundation.
Consider spending a chunk of your energy on guest posting and blog commenting too because you are guest posting and blog commenting on real estate owned by your fellow bloggers. Unless these bloggers quit or perhaps change niches all together and trash their blogs, your guest posts and comments will be visible on owned real estate, not rented real estate.
What are you doing to diversify your online presence?
About the Author
Ryan Biddulph is a blogger, author and world traveler who’s been featured on Richard Branson’s Virgin Blog, Forbes, Fox News, Entrepreneur, Positively Positive, Life Hack, John Chow Dot Com and Neil Patel Dot Com. He has written and self-published 126 bite-sized eBooks on Amazon. Ryan can help you build a successful blog at Blogging From Paradise.
P.S. If you have a second, sharing this article with your twitter followers would be a huge help. (It’s just to the left) I know, I’m shamelessly asking you to tweet my article, but it’s easy. And thank you very much…