My Marketing Truth Sparked By The TikTok ‘Ban’
The recent U.S. ban of TikTok made me realize it’s time to share that I don’t rely solely on LinkedIn for my online visibility.
Does LinkedIn play a big part? Absolutely. It’s the #1 professional social media platform, but it’s more than just a place to share content. It’s also a networking platform. People do business with those they know, like, and trust. And when it comes to business growth, there’s nothing like some good old-fashioned networking.
But do I put all my eggs in one marketing basket? Heck no.
I mean, come on. Many social media platforms have either gone under or been forgotten. Who remembers Myspace, Vine, Friendster or Clubhouse? Sadly, while our memories are short, the losses can be long if we don’t learn the lessons.
Here are some ways I show up online on for my company and, most importantly, where my customers are:
LinkedIn Newsletters
When I sit down bi-weekly to write these, I first ask myself: What’s in it for them? I research topics my target audience is interested in. This isn’t a “drop-in-the-bucket” marketing tactic. It’s been proven that consistency establishes you as the go-to expert in your industry. LinkedIn newsletters are a great way to build authority. They also appear at the top of notifications, and for the win… you can optimize them for search engine visibility. Try searching for a topic on Google. You’ll notice that LinkedIn newsletters are starting to show up as clickable links.
Website Blogs
At www.deeboswellbuck.com, you’ll find my LinkedIn newsletters repurposed under the “Resources” section. Before publishing, we audit for search engine optimization (SEO). We ask ourselves:
What keywords would our target audience use to find the answers in this article?
Sometimes, this means tweaking the title for the website. The answers also help us craft a compelling meta description for the backend of the site.
Inspired by Pinterest expert Elaine Timms, we’ve been exploring her tools to expand our reach. Pinterest is a fantastic search engine where our audience actively searches for solutions. This is where we pin our blogs, LinkedIn Lives, and more. If our guests are on Pinterest, we tag them, creating an opportunity to appear in front of their followers.
Future Content
Finally, we turn the LinkedIn Newsletter into future social media content to be used in various ways. We create 3 social media posts, and 3 newsletters and save it on a document to pull from at a later date. This helps us to get our tight messaging out more than once and also be more efficient when preparing content.
We also repurpose LinkedIn newsletters into future social media content. For every newsletter, we create a saved document to pull the following from later:
3 social media posts
3 email newsletters
This strategy helps us share our message multiple times while streamlining content preparation.
YouTube
We’ve been using YouTube to upload LinkedIn Lives, and just last week, we shared a video made specifically for LinkedIn. Again, SEO is a key consideration when designing thumbnails, crafting titles, and writing descriptions.
The Big Picture
LinkedIn is my #1 platform. However, I recognize that people use Google to search and Google will pull up answers from Pinterest, YouTube, and yes... LinkedIn Newsletters too.
At Boswell-Buck Creative, not only do we help our clients strategically leverage LinkedIn, but we also help our clients increase their visibility and nurture future clients in the online space. Feel free to reach out to see how this can be a benefit for you.
LinkedIn is my #1 platform. However, I recognize that people search on Google, which pulls answers from Pinterest, YouTube, and yes… LinkedIn newsletters too.
At Boswell-Buck Creative, we not only help clients strategically leverage LinkedIn, but we also assist them in increasing visibility and nurturing future customers across the online space. Feel free to reach out to see how we can benefit you.
So how about you?
With the recent TikTok 'ban' threat, are you still an “eggs-in-one-basket” kind of business owner?
Or do you take advantage of diverse marketing opportunities to secure your online presence?