Build a content eco-system
Remember when marketing was siloed?
SEO was just about Google. And you grew your brand name on Instagram and/or Linkedin and you also had an email marketing strategy. Each of these were different and were not necessarily related.
Today, people search everywhere – Instagram, TikTok, LinkedIn, and yes, still Google. But here’s the critical part many businesses miss: no matter where your audience finds you, your website should be their final destination, because that is where clients convert.
The New Search Landscape
The current client journey looks something like this.
A potential client discovers you through an Instagram Reel, checks your LinkedIn for credibility, watches your TikTok for personality, and finally Googles you to verify you’re the real deal. Each platform plays a role, but your website? That’s where the magic happens.
Why Your Website Remains Critical
While social platforms come and go (remember Vine?), your website is the only digital asset you truly own. It’s where:
- ➡️ Leads convert into clients
- ➡️ Brand story comes together
- ➡️ Authority is established
- ➡️ Trust is built
- ➡️ Transactions happen
The Multi-Platform Approach to Brand Awareness
Modern brand awareness isn’t about choosing between social media or SEO – it’s about creating a cohesive presence across all platforms that leads back to your optimized website. Here’s what that looks like:
- Content Creation
- Create once, optimize for each platform
- Maintain consistent messaging
- Always include a path back to your website
- Platform Optimization
- Optimize social profiles for searchability >> here is a great guide for Linkedin SEO
- Use platform-specific SEO techniques
- Create platform-appropriate content that supports your website’s message
- Traffic Flow
- Direct social engagement to landing pages
- Create platform-specific lead magnets
- Use consistent calls-to-action across platforms
The Lead Generation Loop
Think of your digital presence as a wheel, with your website as the hub and social platforms as the spokes. Each spoke:
- Attracts different audience segments
- Showcases different aspects of your brand
- Provides unique value
- Ultimately leads back to your website
Making It Work Together
- Content Strategy
- Start with comprehensive website content
- Break it into platform-specific pieces
- Create platform-native content that links back
- Optimize everything for its platform’s search
- Brand Consistency
- Maintain consistent messaging across platforms
- Use cohesive visual branding
- Ensure all profiles link to your website
- Cross-promote content strategically
- Measurement Matters
- Track traffic sources
- Monitor cross-platform engagement
- Measure website conversion rates by source
- Analyze the full customer journey
The Future of Search Is Integrated
As search capabilities expand across platforms, your digital presence must evolve. But remember: while people might find you anywhere, your website is where they should learn, trust, and convert.
Action Steps for lead gen
- Audit your website’s role in your digital ecosystem
- Ensure all platform profiles link back effectively
- Create platform-specific content that drives website traffic
- Optimize your website to convert platform-specific traffic
- Track and adjust based on cross-platform analytics
The Bottom Line
Stop thinking about social media and SEO as separate strategies. Instead, build an integrated digital presence where every platform works together to drive awareness, engagement, and ultimately, leads back to your website – the one platform you own and control.
Ready to build a digital presence that converts across all platforms?
Let’s talk about making your website the powerful home base your business needs.
