I’m increasingly encouraging my clients to drop their blogs.
It’s weird because a few years ago everyone insisted having a blog was essential. And they were right. You didn’t have a chance in Google and the other search engines unless you were consistently adding new content to your website.
But Google’s gotten savvier and uses tons of other factors to determine whether your website is what the searcher is looking for. They don’t really care if you are adding new content all the time – they just care that what is on your site is what the searcher wants to see.
So now blogging is really just about direct marketing. Are you connecting with more people because of your blog? And are you connecting more deeply with those people because of your blog?
And in that regard, a blog is great! It’s definitely a way to connect deeply with people… but it’s actually not so good at connecting with MORE people.
So then the only reason we’re left with to have a blog is to connect more deeply with people, building a relationship with them that may eventually result in their buying your art.
That’s definitely a good reason to do something. But I challenge it because there are better ways to achieve that deep connection.
With the blog, you will struggle to get each and every new reader. You’ll have to market the blog over marketing your art directly. And you’ll hardly ever see comments until you get your readership to huge levels.
It can take years to build a blog that actually helps sell your art.
Or instead, you could use that same strategy of connecting more deeply with people… on a different platform.
The same content that you put on a blog is what works really well on Instagram, Facebook, emails, and even Pinterest, Twitter, Periscope, and YouTube!
If you just direct those same posts onto a different platform, you’ll find that you get more people – not just a deeper connection.
Because those social platforms are already designed to put you in front of new people quickly. And your email list is a natural place for people to hear from you in long-form or things you may not want to post completely publicly but do want to share with people who you know like you.
I do encourage you to pick 2-3 of these. Not all of them. I firmly believe every artist should have an email list and either one or two social media networks that they actively participate on.
More social media is just a distraction from working on other marketing techniques that are more short-term effective and working on other important aspects of business.
So the overall view should look like:
draw people in via social media and other marketing tactics not on your website
connect with them more personally on social media and help them get to know you
encourage them to join your email list
build a deeper relationship through email
invite them to look at new work on your website (where there are buy buttons)
Of course there’s a lot more to it than that. (I love this Shopify series teaching you the best ways to use the same strategy of connecting more deeply with people on different social platforms for maximum effect! #1-7 go over the main social networks, but dig into all 50 for help in loads of other areas of your business.) But if you follow this basic idea of how someone will go from not knowing you to being a customer, I think you’ll find that it works a lot better than asking everyone to purchase right away when they find you on social media or spending hours upon hours trying to get some traction for your blog.
And if you want to fill in the blanks of this process, it’s usually pretty specific to your art, your personality, and your target market. I’d love to help you work through that in my private consulting program. If you’re interested you can read more about it here and apply to have a phone or Skype conversation about whether it’s a perfect fit.