Hello! My name is Clay Collins and welcome to this episode of the marketing show. Today we’re going to be talking about a common mistake that I see a lot of people making in their business. It costs them lots of money, lots of advertising dollars and it cost them lots in terms of lost sales and lost customers. And it’s a mistake that I’ve made quite a bit myself and that I see pro’s making quite often. And that mistake is…
Really putting your blog at the home page, the root of your website, and there’s a whole lot of problems with that. I’m not going to get into all of them but there are couple notable problems.
The first problem is that your latest may not be your greatest. So your last blog post might have received very few blog comments which gives you negative social proof. Your last blog post might not be very good and your last blog post might have been months ago. And when you put a blog at the root of your website what you do is put a whole lot of pressure on yourself to blog on a regular basis when maybe you need to be creating marketing systems. Maybe you need to be creating a newsletter, maybe you need to be writing a sales letter or creating a product, right? So it’s a whole lot of pressure and what you have on your blog most recently might poorly represent you as a company and as a business.
Second, you need to control the message on your homepage. You need to be able to ensure that when people come to your website that there’s a finally honed and crafted message that is engineered from the ground up to create the response that you’re looking for from your visitors. Do want them opting-in to your email list? Do want them going to your sales page? What do want them doing? And once you establish that and you engineer your website content on the front page to engender that response, you can split test different versions of that home page to see which one is more likely to produce that response. You can do a whole host of things but you really want to be able to control that core message that people see when they come to your website because like –I don’t know, like a shampoo company said you never get a second chance to make the first impression and often that’s very true.
So what you do if you’re just getting started and you just want to start blogging? You just want to get that blog up. What I recommend you do is you put that blog up at –you know, your site.com forward slash blog and then you redirect your homepage, your site.com, to point to your site.com forward slash blog. And that frees you up, so that if one month, two months, six months, a year down the line, you want to have a homepage that has a static message that you’ve crafted to create the response you want and to convey the message that you want, you can do that. Essentially, when you decide what you want to have at your homepage, you cut the redirect that sends people from your site.com to your site.com forward slash blog. You might notice that here at the marketing show, all the episodes are at forward slash show and that frees me up so that, if at some point down the road I want to put something at the homepage of marketing show.com, I can absolutely positively do this.
Now this does not apply, this whole episode marketing show, does not apply if you’re a newspaper, if you’re in the business of selling page views, if you’re like a gizmodo or a copy blogger, that has an entire staff of writers and you’re really in the magazine business or the newspaper business or the publication business. But if you decided that as a company, your main purpose is not to produce regular free content –you know day in and day out, then you really need to be thinking hard about this.
Anyway, that’s it for today’s marketing show.
Question of the day, in the comments let me know what you’re going to do this weekend. It’s Friday, you know, you’re getting your vacation mode on. Maybe you’re going to take a three day weekend. Let me know what you’re doing.
Anyway, that wraps us up. Thanks so much for watching and I’ll talk to you next week. Bye.