Jun

Websites Are NOT Dead! How to Build Your Online Platform & Personal Brand with a Central Online Hub

Adventures In Digital Marketing Episode 72

There are a lot of things you need to have in place to do the digital marketing thing right.

The chief cornerstone of your digital marketing adventure is always going to be a rock-solid website.

In this video I’m covering why a GREAT website is absolutely VITAL to your digital marketing efforts and a couple warnings of things you need to be aware of.

Grab the FREE book here: https://rbrr.co/uwpb-yt

Transcript

Good afternoon and welcome everybody to Adventures in Digital Marketing. This is going to end up being all my podcasts also. That’s why I’m putting that intro in there. Give it a minute or two for people to hop on if we’re going to have some folks that are coming in live, but I’m really excited because today I’m going to talk about something that is near and dear to my own heart. Something that I’ve been going on and on about lately.

There’s some stuff that’s going to be coming along with this too, that I think that you’re going to be excited about. At the end of this, I have something for you for free that is going to help you do everything that we’re talking about today. Anyway, give it another minute or so, and let people hop on in. All right.

Let’s go ahead and get started. Welcome back to Adventures in Digital marketing. This is a show where I am talking about the things that I’m working on and the digital marketing experiments that I’m running and all the different things that I am doing online with all of the different Seven Pillars of digital marketing.

If this is a new concept to you, I want to just kind of step back a minute and recap those Seven Pillars here real quick, because today what we’re talking about is the first pillar. We’re going to do this over successive weeks where I’m going to be going through and talking in detail about what each of these seven pillars are and how they can help you in your business and help you to grow your business ultimately. That’s the goal anyway.

The first pillar is a great website. That’s what we’re going to be talking about today. The second pillar is great content. This means that you are producing content. It could be something like this, where you’re going on Facebook Live. It could be blog posts. It could be YouTube videos. It could be a podcast.

I think I already said that, but any kind of content that you’re creating. Then just creating lots and lots and lots of content in those spaces. So when I say great content is really a volume of content that you’re creating. If you look at those that have been really successful in their online businesses, you’re going to see that they are creating a ton of content. That’s pillar number two.

Pillar number three is an offer and a product and a solution that you’re able to deliver to your audience. This is something that is going to help them in the arena that you are in with your expertise, or maybe it’s an affiliate marketing product or something along that.

Pillar number four is a means by which to sell that product or service and that is a sales funnel. So online sales funnels are profoundly effective in being able to deliver outstanding results. That’s what the fourth pillar, the successful online business is.

Pillar number five is traffic. Obviously, you want to have traffic to your site. You want to see what’s going on. You need to get people to your web properties so that they can find the help that they’re looking for and that they can consume your content. We have to have traffic to all of those things. Then pillar number six is the ability to convert that traffic. What I mean by that is, this is all about conversions.

This is about copywriting. It’s about sales writing, those kinds of things where you are able to communicate with people that like Russell Brunson talks about in Expert Secrets that you are able to alleviate their fears and throw rocks at their enemies and other things like that.

Figure out the copywriting piece is a big deal. We’ll talk about that when we get to pillar number six though. That’s the ability though to convert traffic is pillar number six. Then pillar number seven is the audience or the community that you have created.

This means that your Facebook groups, if you’re part of Facebook groups, this is your LinkedIn groups. This is the hashtags that you’re following on Twitter or Instagram, or the pin board groups that you’re associated with on Pinterest, or those kinds of things where people know your name and where your ideal audience is your community.

You’re going to want to be in those places and building your audience there. That’s what those Seven Pillars of digital marketing are. Hope that makes sense. We kind of ran through that really quick. The bottom line though with all of this, is it starts with a single website.

Now, as far as these pillars go, they don’t have to go in any particular order. You can build out your product and you can build out a sales funnel and not necessarily have a website first. You can work on building community and building an audience in social media spaces and not necessarily have to worry about having a funnel yet or having a website. There’s not necessarily a sequential order to these, but all of these things are things that you’ve got to have in place to be able to have a successful online business.

It all starts really though with a single website. This is really from a branding perspective and a platform building perspective, probably the single most important thing that you can do for your online presence. It is absolutely vital. Why? Well, think about it this way, you’ve got a story to tell. It’s more than just a sales funnel.

You have a business maybe that you’re ready to try to take online for the first time and people are going to need to know about who you are so that you are able to build that know, like and trust factor with them. Maybe you have specialized knowledge that can really help other people.

That was how Pat Flynn started his business was with the green exam content and study guide and stuff like that he had built way back when he first got started. It was his knowledge and the study guides that he had created that launched his business into the stratosphere.

At the end of the day, building your website and having a central home base is absolutely vital. It’s an absolutely vital piece to any online business. Makes sense, right? I mean, if you’re going to be online, you need to be in a place where you’ve got your own brand out there on your website.

A couple things with this, you’ll notice that I keep referring to it as a home base. This is a term that I got from Michael Hyatt. The idea is your website is your home base on the internet. What that means is, this is a central piece of real estate on the internet world or in the internet world that you control.

You are the one who has ultimate and total control over this space. Nobody can do anything to it. If something goes down, you’re still going to be okay because you control your home base. It’s specifically not a couple things.

It’s not your social media. It’s not Facebook. It’s not Twitter. It’s not, a while back where people were raving about what an amazing solution that Google Plus was for being able to be a personal website killer and stuff like that. It was ridiculous.

It’s none of these properties that are controlled by other companies because what can happen is like with Facebook, they can change their terms tomorrow and you are out of luck. Same thing goes for Twitter or Pinterest or Instagram or any of these other places.

Those places are always controlled by other people. They’re always controlled by other entities. It’s up to them. You are there because they have been gracious to you and allowing you access to that. Does that make sense?  The idea is that for your home base, this is one place on the internet that you can call your own home that belongs to you. It’s an absolutely vital piece to that. Does that make sense?

All right, so the main goal of your website is to build your brand so that when you were thinking about what you’re doing with your website if you’re just getting started or you’ve been online for a while, your home base is there to build your brand. It’s something for the big names in the various different circles, influencers for the longest time I’ve called them known entities.

That’s not really a great term. Russell Brunson calls them attractive characters. Others still call them influencers and influencers is fine too. These are the people that have built a reputation and a brand around who they are. Think about it this way, Steve Larsen is a brand and Pat Flynn like we’ve already talked about. He’s a brand with Smart Passive Income.

Amy Porterfield is a brand. Russell Brunson is a brand. Michael Hyatt is a brand. The thing that’s common to all of these people is that they are high profile brands online. You can go to https://michaelhyatt.com/ or AmyPorterfield.com or https://www.smartpassiveincome.com/ or any of these places and you’ll see what they’ve built as far as their brand goes. It’s going to be that one place on the internet that they call home which is their home base. One of the other things too that is vital with this is that it gives you a place that you are also able to engage with your audience.

What I mean by this is, it’s where conversations can happen. Again, in an environment that you can control so you are able to publish your content on your blog and then have conversations with your people and the people in your audience through the comments. That’s one way to do this. Another way to do this is to link to your content that is on your home base, personal website on these various different social media properties.

For instance, if you look at my property, I’ll have a post about this later where it’s a podcast and I’ll link out to it from my website, but I’m going to put it on Twitter. I’m going to put it on Facebook. I’m going to put it on Instagram. I’m going to put it in all of these different places.

The traffic is coming back to me. The social media properties— again, using Michael Hyatt’s analogy here is, the social media properties are like embassies where you are able to go and visit and you’re able to contribute and you’re able to do things, but within limitations.

You can’t just go to Facebook and do whatever you want, whenever you want. That’s a way to get your account banned. That’s not what we’re trying to do, but you want to send traffic always back to your home base. The way I describe it to my clients and the people that I’m consulting with on websites is that your website serves as a central hub because a lot of times especially thinking about like custom web design projects that I work on.

There are people that want to embed their social profiles into their website. Several years ago, this was kind of a big trend and people love doing this. I don’t totally get it. It was kind of a neat thing like when Twitter was young that you could embed your feed into your website and do some cool things. Those days are long past because when you get to your website that you want to be able to control the conversation. You want to be sending people back to your website from these various properties.

I hope that makes sense. It’s kind of a hub and spoke kind of concept that you are going out through these spokes to these different social media channels and sending them back to the website to the space that you control.

Now, you also on the social media properties are engaging in conversation. You’re networking. You’re building connections. You’re talking with people and building relationships, but when you are sharing content and you are engaging these people that are in your audience and conversation, you’re sending them back to your website to be able to consume your content.

I hope that makes sense. Another example, I mentioned before that you can go to my website and you’ll be able to see this podcast, but you’ll also be able to go there and find a link to my YouTube channel. That way I can control who I’m sending to my YouTube channel from my website.

Then everything that is on my website is all about my brand. It’s all about the colors that I use, the fonts that I use, and the way that I say things. I’ve gone to a good extent to try to make sure that I present that stuff in a professional way. The idea, again, is to build your brand and build the attractive character that Russell Brunson talks about in Expert Secrets.

When we’re talking about this, the idea really is to build out a place where you can build your brand. You can store your content. You can build your content and then you’re sending traffic from various different things on the internet back to your home website.

This goes for sales funnels too because one of the pillars that we talked about for digital marketing is you have a product and a service that a client or a website visitor would be able to learn about on your website. You may use a tool like Click Funnels, or you may use a tool like WooCommerce, or Shopify or something like that.

That may be an extension of your site, maybe not so much WooCommerce because that can integrate into your WordPress site, but Shopify is a standalone service, like Click Funnels is or lead pages. There are several different kinds of services that are out there like that, but those are also spokes that live off of that central hub. While I was getting ready for this, I looked at Steve Larsen site.

You’ll notice that he has if you go to Steve, I think its https://stevejlarsen.com/. He’s got this concept perfectly mapped out. His website is beautifully designed and looks fantastic, but he’s got links out to his various different content properties. He’s got a link that goes out to his YouTube channel.

He’s got a link that goes to his podcast. He’s got a link that goes to his blog. Then he also has links out to the various different things like OfferLab, which is one of his products. These things that are built in Click Funnels that are standalone services that live separately from your central website are all built right into that same website. That’s the idea here.

You want to be in control of this space because like I said, if you are building your platform somewhere else, you run the risk of violating somebody’s Terms of Service. You know if you pay any attention to what goes on in social media that Facebook will definitely put the clamps down on people that run afoul of their terms of service.

Same thing goes for Twitter, same thing goes for Instagram. They have the ability to go in and delete your content, if they have decided that whatever it is that you’re publishing there is violating their terms of service.

Then you have to go through the appeal process and you may not even be able to get that content back because you don’t control that space. Another one that’s come up over the last several months is YouTube these days.

It’s crazy the amount of people that are building YouTube channels and I’m one of those people. Some stuff has happened in the political sphere in those spaces where people are what they’re calling, getting deplatformed. Because they’re running afoul of YouTube’s Terms of Service.

For whatever reason, they’re losing their ability to monetize their videos. They end up losing traffic because their videos have been de indexed. If you put all of your eggs in the YouTube basket, you’re screwed. I’ve seen several videos from people all across the political spectrum that have talked about this deplatforming thing, and their livelihoods have been interrupted because they have run afoul of YouTube’s Terms of Service. Say what you will about whether YouTube is right or wrong. That’s not the point.

The point is, is YouTube ultimately controls that content. If you are putting all your eggs in that basket then you run the risk of being shut down. That’s not the case when you control your own home base. In this instance, one of the things that popped into my mind is, “Man, wouldn’t it be great if those people would have kept their videos on an alternate site so they could go use something like Vimeo or they could go use any of the other video services that are out there and then have all those videos on their website and send all that traffic to their site.”

I get it, YouTube is the world’s second largest search engine. There’s a lot of value in being on that platform as a whole. The main thing is, if YouTube decides to pull the plug on you, you’re screwed. Anyway, enough about that.

The point of the matter is, is you want to build a great website where you host and have all of your content in one place so that other people can come in and consume it. Does that makes sense? That’s really why the number one pillar that I’m talking about in this idea of the pillars of digital marketing is because you got to have a place that you control before you do anything else. You want to be able to build a brand with that.

Anyway, that’s all I’ve got for today. I would love for you if you are catching this on the replay or you’re catching this on the podcast and for whatever reason, you are not a member of the Digital Marketing Mastery group on Facebook, you can go to DigitalMarketingMastery.hq.com. You can sign up for the free group.

That’s a group of people that are talking about digital marketing. We are all working on the various different aspects of our business and trying to make progress and to help each other along as we build our online businesses.

I would love to have you sign up there. Also, if you would like, you can go to roborr.tv that’ll take you to my YouTube channel or if you go to my blog at https://roborr.net/, you’ll be able to get my podcast there.

We’re also if you search Digital Marketing Mastery in iTunes, we’re on iTunes. We’re on Spotify. We’re in Google. Google’s podcasts and a few other places like all the main places where podcasts are hosted, we’re there. Anyway, that’s all I’ve got for today. I hope you guys are doing awesome.

If you have any questions, please leave a comment on this video because this video will remain in the group. You’ll be able to catch the replay there. Leave me a question and let me know, what do you think? Does this help? Does it not help? Did I confuse you? Did I help you?

I would love to hear your feedback because there’s going to be a regular– every week we’re going to start doing this training on Thursdays. Next week, we’re going to be talking about the second pillar which we introduced in the in the last video that the proliferation of creating tons of great content.

Those of you guys that are here live, I really appreciate you being on here. Chris and my wife, it’s always awesome to have my wife on my show, and Etta and Kathy. Thank you so much for being here. Thank you for tuning into this. Like I said, hope you guys are doing awesome. Until the next time you guys take care and we will talk to you next time, bye.

Okay, so chalk this one up to getting a little caught up in what I was talking about and being new to this and figuring these things out. I got so excited talking about why you need to have a website as one of your Seven Pillars of your online business and it completely forgot to tell you about the freebie that I was giving away to help you actually build your website.

I have created this book. This is a book that will teach you from top to bottom how to build and launch your own self hosted WordPress website. In this book, I cover everything that you need to know so it will be everything from picking a host and picking a domain name to installing WordPress and to picking a theme and setting up your email service and so on.

Plugins, all this stuff so you can avoid all of the tech headaches and build and launch your website and be done so that you can move on to doing the other things that working on the other pillars that you need to work on for your online business. You can do this, all you need to do is go to http://wpwebsiteblueprint.com/. I’ll also put a link in the comments as well.

You can get a free copy of this and download it as a PDF right now. All you need to do is enter your email address and tell me where to send it. You can get a free copy. If you’d like, you can get a hard copy just like this.

Also, as you can see, its spiral bound and like Russell did with his Funnel Hackers cookbook. I designed this to be something where you could just lay it flat on your desk in front of you while you’re working on building your website and just lay it right in front of you and work on it that way.

Anyway, I apologize. I should have mentioned that and in the podcast, I’ll go ahead and stitch these two files together so that it’s all one continuous kind of thing. For those that were live and those that are watching this video, my apologies for not covering that last time.

Anyway, like I said, I just wanted to make sure that I told you about that. You can get a copy of this book for free at http://wpwebsiteblueprint.com/ and get started building your website. That’s all I got. You guys take care and you’ll see the link in the comments. Thanks bye-bye.

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