The second installment in my Social Media Marketing Series.
To build durable customer relationships, you need your own website.
All the pieces of online marketing–the ability to track visitors, test ideas, measure results, and build a client base-
-revolve around your website. This is the heart of the Marketing Machine. Every service or tool you use feed into your website, because this is where you build durable, recurring customer relationships. Social media platforms may be perfectly willing to sell you market-segmented ads, but you don’t own it–you’re just renting space in their shop. The connections and relationships they sell you are transitory and variable, depending on how they choose to promote your posts (or not).