Let's talk about real estate...

Or this article could be called ‘You’re A Media Company Now Too’. Because that is kind of how you have to think about your digital presence.

Your real estate is your website and your email list. They are the only things you own. Twitter, Facebook, LinkedIn etc. own your social media profiles. They can close down, they can change their terms, start charging for access. We already know they can tweak algorithms and exclude content any time they want.

Your website is your digital home - it’s where you send people to, and direct them from. You own it.

Your email list should be your most effective direct communication tool. This is a list of people who have actively said they want to hear from you. Even if your email is not read immediately, it’s there in the inbox, waiting patiently.

It’s not a fast flowing feed measuring eyeballs instead of engagement.

And all of it works together. You grow your list through promoting it on social media. You grow your social links by providing great content. You blog regularly which safeguards your Google search performance. You share your blog with your email list and on social media. It is, it should be, a virtuous circle.

Invest in your real estate and you’ll reap the benefits.