We’ve arrived at the 4th and final installment of the 2016 Marketing Playbook.

I hope you’ve enjoyed our fun + fab journey and gained some valuable insights (and weren’t too devastatingly bored by my pontifications ;-).
Be sure to check out Part I: Online Video Marketing, Part II: Highly Targeted Direct Mail, and Part III: Highly targeted Email Marketing.
And now, let’s jump into the Main Event: Smart + Savvy Digital Media is the New SEO

How well is your website working for you these days?

Wondering why your site is seeing less traffic, not to mention generating far few leads than just a few short years ago?
You’re not alone.
And it’s a growing problem. With more competition online than ever (especially in the professional service realm), more businesses becoming savvier digital marketers, and Google’s constant (and often seemingly contradictory) search algorithm refinements, winning organic search is virtually impossible (pun intended).
To effectively Search Engine Optimization (SEO) your website, you’ve got to think small. Stop competing against the entire web. And instead, establish your own network within the Net, so to speak.
But there are no quick fixes on this path.
Rather it requires leading with a goal defined strategy, genuinely understand your clients and how to serve their needs, and cultivating an active and engaging presence in the World Wide Web’s social media-borne community space.
This is certainly a tall order. But with the right smarts and savvy, it’s more than possible…

Forget Quick Fix SEO Tips & Tricks

Constantly trying to cash in a the latest trending keyword, throwing up a blog and dabbling in social media isn’t going to improve your SEO. EVERY other business in your space is doing EXACTLY the same thing. And they’re probably doing it BETTER (particularly if their site is beating the pants of yours in search rankings).
If you’re serious about improving your online visibility, it’s time to get STRATEGIC.

Focus on Specific Goals & Defined Strategy

Of course your ultimate goal is to get found online. But by whom? And for what purpose?
The point of a website isn’t merely to generate traffic. Page views are all well and good. But useless those views generate bona fide leads and convert actual sales, they’re WORTHLESS.
The solution? Speaking directly and pointedly to your prospects. But to do so, you’ve got to answer some IMPORTANT questions first:

• Who are your ideal clients?
• What are their problems, needs and wants?
• What solutions can you offer them?

These questions are mission critical. The answers hold the key to defining exactly who you’re trying to reach and how best to reach them.

Use Surveys to Blog with Purpose

Blogging is one of the few tools capable of leveling the playing field in the search game. But with SO MANY blogs and SO MUCH content, this space has grown overcrowded. And the once robust search benefits have waned significantly.
But there’s a solution. Rather than guessing what your prospects need and want, just ask. How? Easy, use your ideal client demographic + psychographic data (culled from the answers to the questions above) to create and conduct surveys.
There are countless avenues for creating surveys and gathering data (both free and paid), the results of which will serve up your ideal prospects burning questions.
And that data will enable you to craft blog posts that answer those burning questions – and drive more traffic.

Establish a Social Media Presence as an Influencer in Your Industry

Once upon a time with a website and blog you could generate TONS of search traffic. Those days are LONG GONE.
Now, to be heard (and get found), it’s imperative that you expand beyond the boundaries of your digital property and participate in the web’s shared social media community. And not just participate in social media, but establish a presence and influence your own corner of this collective community.
The Keys to Establishing Influence
You can’t immediately become influential. You’ve got to get your hands dirty and learn the game first.

• Get in there, and be active
• Find your tribe, and immerse yourself in that community
• Connect with key influencers in your space and cultivate relationships

Once you gain a foothold, extend your reach.

• Share your thoughts, opinions and insights.
• Post industry related content curated from across the web.
• Post your own content, including published articles, blog posts, videos and the like.

A steady diet of this approach will raise your profile to the level of Influencer.
Connections + Content = Influence (And Influence Drives Website Traffic)
The more connections you make and the more relevant content you share, the broader your influence will grow. And that influence will drive more traffic to your website.

Nurture Your Influence

Presence and influence in the social media realm are dynamic, fluid states. If you don’t maintain your presence, your influence will wane, and your website traffic will steadily taper off.
Continually engaging with followers is critical to cultivating influence, and ultimately driving a steady stream of traffic to your website.

How Smart and Savvy is Your Approach to Digital Marketing?

Where are you succeeding? Where are you falling short? Cruise by my Google + page and share your thoughts.