Jeff Bullas

Jeff Bullas is the founder of jeffbullas.com. He is a blogger, speaker, author and a strategy and education expert optimizing online brands. He’s been acknowledged in the Top Ten of The World’s Top 40 Social Marketing Talent by Forbes.

Expert session

Tactic that has had the biggest impact on Jeff’s success

Creating content and using social media platforms to share it

Result if you follow the steps in Jeff’s session

Drive traffic from LinkedIn to your blog

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

There are three key pillars that you really need to learn how to do well.

Number one, you need to get traffic. Without traffic nothing happens. Yeah, so you need to get that attention and there’s a variety of ways to get traffic. And one of them is social media, whether it’s, you know, someone discovering you on LinkedIn, then clicking through to discover your blog or your website.

Then it could be that you also posted onto Facebook or other social media channels. So the socials are really important part, what are called top of the funnel brand awareness.

Then you’ve got other channels such as search engines that actually deliver attention as well someone types in, you know, for example, you know, LinkedIn marketing expert, and they actually get a list of whose LinkedIn marketing experts around the world. And so you might get discovered on LinkedIn tactics, LinkedIn email generation, whatever.

So essentially, Google and search optimization is a very important thing to consider. And but it takes time to earn that authority because you rank on the first page of Google, it’s not an overnight success thing. It’s based upon the quality of your content and Google’s ranking of your content and your site. So social is great for that. You’re getting that traffic.

Search engines are also very important. In fact, search engines, some recent research shows that search engines deliver 300% more traffic on an average to websites and blogs than social media does, despite the fact that social media is this exciting, shiny new toy that we’ve been playing with for a few years.

And the last part is that you can generate traffic from your own email list. And that’s important to have as well.
So I sort of think, you know, put across the concept that traffic comes from three key areas. You either pay for it like a Facebook or Google ad, or you earn up such as an authority on Google search and get ranked and appear on page one, or you earn, get followers on social media. That following whether it’s LinkedIn, Twitter, or Facebook, and they discover you through those channels.

So you got paid and you’ve got earned. What you need to be doing though, is you need to be taking that paid and earned traffic and turning it into what we call own traffic. And that’s your email list.

And the money is indeed an email list. Not many people buy off social, but they might discover you on social. So, you know, getting people that are actually willing to hand over the email to you to maybe download a free ebook, or watch some premium content is your final endgame for traffic.

So that’s the first step, is actually getting that traffic and you need to look at it, consider a multi channel approach because if you just rely on Facebook, for example, two years ago, Facebook changed its rules, it changes algorithm it said, “okay, no longer are we actually going to put your posts into the people who liked your page, we’re actually going to change your algorithm on our platform”. And, in fact, you’re gonna have to, if you want some attention, you got to pay to play.

So that’s the reality that’s happening with social. It’s going away from the free lunch you’re enjoying for a long time, getting that attention from social, so paying for it. So that’s really important to understand that owning your traffic in other words, going to reach your audience when you want to not based upon a platforms algorithm change, and Google keeps changing its algorithms for its search results.

And we all might have heard about back in early this year in March, they talked about mobilegeddon on Google. Saying if you didn’t have a site that was easily found and read on a mobile that Google was going to slap you around. So the reality is that you need to get as much control of the online attention to care and that’s your email list.