Many professionals are stepping back from social media for their businesses today. Using it to compliment instead of the main place they publish new content, resources, or marketing materials. You need to know what options exist to replace that visibility if you choose to step back like this, because people still need to find you!
In this micro-episode:
The role of email newsletters in professional services marketing
Why search traffic indicates higher intent than social media traffic
How AI and LLMs are changing SEO for us (or, are they?)
You might find better ROI by investing in search-ranking assets like articles or podcast episodes that build relationships with the right people over time (more slowly). More on that during this week's episodes.
We love our podcast host Capitvate.fm! Contact to ask me anything, anytime. You can support the shows by signing up with Captivate here: https://www.captivate.fm/signup?ref=yzjiytz
We have our newsletters on Kit.com. We also have our tip form with them, and sell products on their platform. Easy, and they don't take a cut! Check Kit out and support the show using this: https://partners.kit.com/ijdkivtf8ndd
Transcriptions by MacWhisper. I use and love the Pro version (subscription free!) - you can get it too using this link: https://gumroad.com/a/20303251/ivpqk
Schedule posts? We use Metricool (reasonable for multiple accounts/brands/shows). Support us using our link: https://f.mtr.cool/VZBOZR
About Jen
Host: Jen deHaan has a background of almost 30 years in tech, education, & instructional design and 10 years in improv and performance.
Made and produced by Jen deHaan in British Columbia, Canada.
Transcripts
WEBVTT
::
So this week we're talking about stepping back from social media, which a lot of people are doing, at least for their professional businesses these days. But what are
some of the options to step towards if you're stepping back from social media? And there are a few different options I want to talk about today. And it will potentially
help you sort of keep that expertise and keep those audiences over a longer period of time. Now, one of the things that you can use is an email newsletter.
::
It's probably the first thing that a lot of us think about when we think about owned media and it can be a very very effective marketing channel for professional
services after you grow that newsletter up. You do need to find people and send them there just like podcasts and RSS feeds. So you do need to have another plan to grow
that newsletter but once you have it it's a very effective way to continually reach that audience that trusts you that wants to be there.
::
So in some cases, some businesses have newsletters that can drive their entire business. How do you get people to find that newsletter? Well, it's another way of
people finding you, which is SEO focused content. So that search engine optimized content that is stuff you write for the search engines, which is mostly owned by
Google, 90% of it, which is Google search and YouTube. And that can help people find
::
your website, it can help them find your podcast, can help you find your videos that you make. And this is a little bit similar to algorithms on social media in a way. You
do have to keep yourself updated about how it works best in the current times. But what's great about SEO focus content is that when somebody does type like how to
structure my website or whatever into Google, how to build
::
they have intent like they're looking for help in some manner they're not passively scrolling
::
their feed and running into something that you've written about structuring a website in a place that
::
they're quite often just looking for a quick break a little bit of entertainment now we have seen some big
::
changes in seo focus content especially with the rise of llm ai chat bots and so that's one of the
::
The things that you do need to sort of keep up with, some of those changes there, and it's really affecting how many people do land on websites. However, a lot of the
practices for SEO are exactly the same as it is for somebody finding you in a Google search. And the intent really matters here. If the person is looking for a
professional for a name to hire someone or to go to a service, and they find you,
::
in an LLM, you are kind of lucky that you might still get contacted anyways, as opposed to educational content where it might be they're done in that LLM. They don't need
to go any further. So this owned content, the stuff on your website or the stuff even on YouTube or in podcasts, these things that you create, these owned platforms that
you have them on can continue building up that trust with more people as they find you over
::
the years. So building on these owned channels, your owned media, it is a lot slower to build it up. It can feel a lot slower at first, but the payoff can be pretty good over
time. I'm Jen DeHaan. This is a Credibility Minute. You can find more episodes and get in touch with me if you need any help with this. And you can subscribe at
