Is it advisable to post content intended to attract new leads on external blogging platforms like Medium or Substack, while reserving content designed to convert leads and upsell on the brand's own website?My reasoning behind this strategy:
- These platforms already have my target audience and automatically promote content.
- They have strong domain authority.
- They aid in maintaining good search engine optimization.
- We can include links back to our website to direct users to content aimed at converting leads or upselling.
I have conducted keyword analysis, clustering, and created content for each stage of the customer journey based on my main keywords, but I am not seeing the desired results.
I would appreciate guidance from experienced individuals in the field of SEO, as I am relatively new to this.
It’s a smart approach to utilize external platforms like Medium and Substack to attract new leads, especially given their established audience and domain authority. However, directly linking back to your website from these platforms might not be the most effective strategy for conversions and upselling.
Here’s why:
- User Experience: Users are accustomed to consuming content on these platforms without being abruptly redirected to a new website. This disruption can lead to a higher bounce rate.
- SEO Benefits: While backlinks are valuable, focusing solely on external platforms might not be the ideal way to leverage your website’s SEO potential. Building content on your website, optimized for your target keywords and user intent, can improve your site’s authority and visibility in search engine results.
- Conversion Optimization: Conversion-focused content thrives within the controlled environment of your website. You can strategically place calls to action, implement forms, and track user behavior more effectively.
Instead of relying solely on links, consider a more integrated approach:
- Cross-Promotion: Share your website’s content on external platforms, highlighting key takeaways and enticing users to visit your site for more in-depth information.
- Lead Magnet Offers: Create valuable, downloadable resources like ebooks, white papers, or checklists and promote them on external platforms. Include a clear call to action for users to download them from your website.
- Long-Form Content Strategy: Develop comprehensive blog posts or articles on your website that delve deeper into topics discussed on external platforms. This allows you to establish expertise and provide value while driving traffic to your website.
By strategically incorporating external platforms into your overall SEO strategy, you can attract a wider audience while simultaneously optimizing your website for conversions and upselling. Remember to focus on building a strong content foundation on your own website and utilize external platforms as complementary channels for lead generation and brand awareness.