Don’t forget to surf the stream as well

Most brands and influencers I know are extremely focused on just getting people to click their links so that they get their traffic boost. They have the wrong focus.

The most important thing you have is your audience. And getting people into your site is not always the best way to serve them.

Last week I wrote about native content. Creating content designed to a specific platform, instead of pushing the same message, design and format on all platforms.

By doing that you serve your audience in the best possible way. And that means that you don’t always need to link outside that platform.

A Facebook video would probably get a broader audience and spread further than if you post a link to that video on your site.

And when you post a link after that video reached a big audience, will give you a bigger organic reach than if you only posted links.

So my point is this. Focus on serving your community, and that means the right message, in the right format at the right platform.

It’s not about you. It’s about them.