YOU NEED YOUR OWN (DIGITAL) PLATFORM
Providing the best brand experience and playing by your own rules.
You will have a place to call home
Having your own platform means having a central location where you keep all of your content. Your audience will know exactly where to go to find all of the content you have created. They don’t have to guess which social media site you used to share a tutorial video or informative post. They know they can go straight to your site and find it. Your platform can be built to specifications that best suit your brand and allow you to create and share content the way that works best for your audience. The color scheme matches your brand. The image sizes can be as big as they need to be. The typefaces can match or compliment your logo. And all of the content is relatable to your field. Compared to social media, no one is limiting you on character counts. No one can take your audience’s attention away from your content. And you can share content using any media (video, images, writing, etc.) that works best for you. Essentially, having your own platform allows your target audience to experience your brand the clearest and best way possible.
When you send someone to your website, you know exactly what is there. You know what they’re going to see, what content they’re going to receive, and everything will be pertaining to your brand. This is very different from social media where as someone scrolls through their feed, comes across your post and can easily get distracted by someone else’s post or an ad right in the middle of the feed. With your website, it’s only your content. You don’t have to fight for your audience’s attention. You already have it.
You’ll have a place of reference for other people
As you direct people to your website to learn the valuable information you share, they are going to start relying on your site as a source for that content. Then, when someone they know is looking for information in your field, they can send them your site and the cycle starts over again growing your audience.
You Establish Yourself as a Professional
By having your own place where you’re teaching your audience, you’re also establishing yourself as a professional because you’re showing that you’re knowledgeable in your field. Teaching what you know shows your knowledge and your audience, including your clients, will trust you.
Utilize Social Media to introduce people to your platform
Just because you create content on your own website doesn’t mean you shouldn’t be available in other places. In fact, you should be creating posts in social media as well. Social media is where you audience already is. They check their Facebook and Instagram feeds regularly and they’re on Twitter at all times of the day. And guess what? There are other people in your field that are sharing content on these platforms already. You need to join in and be the biggest sharer of them all. When you create a new post in your blog, share it across social media. Let your audience know you have valuable information that will help them. The best way for your audience to find you is by you going out and finding them. But this is just the beginning of using social media. There’s a lot to utilizing social media while maintaining your own platform, so I will cover it in the next post.
Don’t Overdo It, but Be Consistent
Don’t intimidate yourself by thinking maintaining your own platform is going to be too difficult, or you won’t have time to do it. It can take up as much of you as you allow it. The best practice is to make it part of your routine. The key, is publishing new content consistently on a regular basis. This will keep your audience coming back to your site for new content regularly. And by having your own platform, you know you’ll have a place to share your content that speaks directly to your audience in a way that will build their trust with your brand.