You’re posting on LinkedIn when you have time. You’ve tried a few networking events. You’re working on your website when you can. Maybe you’ve invested in SEO or ads at some point.

And yet, it still feels like nothing is really building momentum.

That feeling isn’t random. There’s a reason for it.

It’s Not a Lack of Effort. It’s a Lack of Prioritization.

Most businesses aren’t struggling because they’re doing too little.

They’re struggling because they’re doing too many things without clearly identifying what’s actually working.

So instead of doubling down, they keep adding more: more channels, more ideas, more things they “should” be doing.

The result is activity without traction.

What This Looks Like in Real Life

SEO is starting to gain traction, but it’s inconsistent. LinkedIn brings in conversations, but posting is sporadic. Networking happens, but without a clear goal or follow-up. There’s no real tracking of where leads are coming from.

Nothing is broken. But nothing is fully built either.

Why This Happens

This usually comes from good intentions. Business owners and teams want to do the right things. They’ve heard SEO and GEO matters. They know LinkedIn works. They’ve been told to network.

So they try to do all of it. But without clear prioritization, everything becomes partial effort. And partial effort rarely compounds.

The Shift: From Scattered to Focused

Identify what’s already working and do more of that. Not everything equally. Not all at once. Just more of what’s already showing signs of traction.

Where to Start

1. Identify your top 1–2 lead sources.
2. Pause low-return efforts.
3. Build consistency into what works. See an oldy but goody, 3 Keys to Building Something Great.
4. Track it.

Measuring What Matters

Use tools like Google Analytics to understand where your traffic and leads are coming from. Here’s a helpful guide to getting started: https://support.google.com/analytics/answer/9304153

You can also explore SEO performance tools like SEMrush: https://www.semrush.com/seo/

See  insights on boosting your local SEO.

Final Thought

Scattered marketing isn’t a sign that you’re doing something wrong. It’s usually a sign that you haven’t decided what matters most yet.

Once you do, everything starts to simplify and results start to compound.

The post The Real Reason Your Marketing Feels Scattered appeared first on Platform Creator.

And it will force you to answer four critical questions that will clarify what to improve.

Not long ago, we wrote a press release for a client about their category relaunch. It was all pretty straightforward. The client had news to share, strong positioning, solid social proof, and a well-thought-out homepage. Consequently, we struck a chord with news agencies and their readers. Several significant media sources picked up the story. And the client had an excellent public relations piece to share and reshare.

We’ve learned that not everyone needs or should even attempt a press release from trial and error. But we also know the four elements above help outline a successful digital marketing strategy.

1. What’s the story?
2. What’s your take?
3. What’s the client’s take?
4. What happens next?

What’s the story?

A good marketing strategy will incorporate story element. When it comes to thinking about your story and that of your business, picture a grumpy old newspaper editor asking you two questions:

What’s the angle?
And, so what?

Your company may not have a breaking news story or one that will break the internet. But it’s always helpful to consider what you’re doing to differentiate yourself from your competitors. What’s your angle?

One way is to demonstrate your expertise by keeping current – and keeping your followers current – on what’s new. So, if you run a plumbing company, it might mean sharing what’s great and not so great about the latest tankless water heater on the market.

What’s your take?

A good press release includes a quote from the main subject or the story’s hero. Whether a business owner or an Olympic Gold Medal Winner, a personal quotation adds a unique perspective to the story.

April Dunford, who’s an expert on the topic, offers this definition:

Positioning defines how our product is different and better than alternatives for a particular set of customers.

A good question to ask yourself is, what would it sound like if a press release quoted you and your positioning statement?

What’s the client’s take?

A good news story includes the input of others to validate the account. We call this social proof in digital marketing strategy terms, and it’s powerful.

It’s the reason why 83% of consumers say they’re more likely to purchase a product or service recommended by friends or family.

What happens next?

A well-written press release can serve many purposes, such as promoting an event, announcing an award, or leadership changes. But the priority for most businesses is to convert prospects to customers.

So, the question is, once you have their attention, how will you make the most of it? For most companies, it will involve your website – specifically the home page. And when the client arrives there, you want it to be a soft landing. In other words, you’ll want them to know they’re in the right place.

They should be able to tell quickly what value you have to offer and how they can take advantage of it. Make it easy. Make it clear. And make sure there’s a clear call to action.

Most businesses don’t need a press release

But they can still benefit from the press release marketing strategy.

Even the best press release won’t compensate for lackluster marketing. It could even prove a disaster if you’re ill-prepared for the consequences of success.

The reality is a successful press release is subject to the whims of news outlets and readers. Therefore, timing can also be a critical factor.  But most businesses need a solid digital marketing strategy that includes your unique angle, positioning, social proof, and a well-designed website.

Consider the press release marketing strategy as a way to improve your marketing.

The post Four ways a press release strategy can enlighten your digital marketing appeared first on Platform Creator.

Ironically, the uncertainty and disruption we currently face are part of the reason why it will be so powerful. In this post, we’ll talk about how to navigate it effectively.

Regarding uncertain times: the successful leader and motivational speaker, Jim Rohn, liked to say that he could predict the future with pinpoint accuracy. Whenever he sat in a board meeting, and someone asked him what he expected in the years ahead, his answer was always the same:

Expect there to be opportunity mixed with difficulty.

Given that insight, it’s likely this new study by Pew Research Center reads as credible and accurate: Of the 915 experts surveyed, 47% predicted the future would be worse because of tech.  41% said it would be better.

Regardless of which of those two camps you fall into, you have to be asking yourself how to best prepare.

Some of the issues brought to light in the Pew study are not encouraging. It’s a reminder that when it comes to choosing between optimism and pessimism, the best choice may be neither. Be a realist.

The threats are real, but so are the opportunities that will undoubtedly emerge.

We recommend three areas of focus

To achieve small biz digital marketing leadership, narrow in on:

1. Digital lifestyle enhancements
2. Security concerns
3. Trustworthy digital information sources

Side note: The tone you create as a trusted resource is foundational. Consider it like the set of your sail as you navigate the calm/choppy waters ahead. It all begins and ends with trust.

1. Get ready for a ‘tele-everything’ world

No need to explain this one, right? ZOOM is a front runner in this new digital-everything world.

And COVID-19 has been a pivotal driver of society’s acceptance of online resources – or digital lifestyle enhancements. Healthcare providers have adjusted quickly by offering tele-visits for patients and doctors. For many, this eliminated their biggest concern almost immediately.

For example, someone who struggles with Auto-immune Disease cannot afford the risk of a crowded doctor’s office for their monthly visits.

You may be wondering what this has to do with you and your small biz digital marketing leadership. Here’s what: be prepared to offer the convenience of a digital experience on the fly. For example, if you’re a construction contractor who builds pergolas, you can arrange a tele-visit and do it as you’re speaking to the client, by asking them to switch to a video call and show you around the planned pergola site.

To do this effectively, you’ll have to practice and get comfortable with the tech. But it’s worth it if you consider it from the client’s perspective (which we always should, right?). The customer gets touchless contact and quick answers to their questions.

From your point of view, it means less time driving and more time selling.

2. What does Tom Cruise have to do with this?

Security is a major theme in the Pew study.

It’s hard not to be a little spooked by the “deepfake” Tom Cruise videos generated via Artificial Intelligence. They are a stark reminder of the security concerns that grow along with the ever-growing capability of technology. The reality is it’s become naive to ignore digital security or simply provide the minimum.

So, how do you address this uneasy undercurrent around security?

While, it’s a no-brainer that you implement the processes that protect your customer’s online security, building trust by the way you do business can be every bit as powerful.

For example, be a risk absorber. Think through your sales process – again from the customer’s perspective – and see where you can reduce the risk. Little things can make a big difference. Consider guarantees – everyone offers them, but not everyone takes the time to emphasize them. And fewer still develop guarantees that are unique and generous.

Here’s a great example from a company that sells information products:

I recommend that you NEVER buy anything that isn’t 100% guaranteed. And with this homestudy you get our ‘Smiley Guarantee’. Which means that if you decide all this information is rubbish, you can literally email us and we’ll give you all your money back. With no questions asked. Email me within 30 days for a complete refund. And I’ll be happy to refund your money with a smile.

Can you see how this minimizes the risk and increases the prospect’s sense of security about doing business? Securing the relationship, not just the technology, is how you will differentiate yourself in the future and create predictable success.

3. Only fools and foreigners try to predict the Texas weather

One could say something similar about this unpredictable tele-everything, deepfake world we now live in.

Business realities can change in an instant, but you can be a trustworthy source of digital information for your prospects and customers by providing a transparent, reliable, and unique experience.

Do it with empathy, and clients will see you as far more than a service provider. You’ll become a TRUE partner.

The future will continue to unfold with its difficulties and opportunities. Why not make others’ difficulty your opportunity to lead with trust?

By the way, we recommend you spend some time reading the PEW study and would love to know your reactions to it.

And pay no attention to those deepfake Tom Cruise videos.

The post Three Focus Areas for Digital Marketing Leadership in Uncertain Times appeared first on Platform Creator.

As an online platform creator, helping companies with social media, media planning and buying, website design and SEO in the Dallas area, 2015 was a year in which we played a lot of Wack-O-Mole. We spent a lot of time fixing things, but spent little time building. We’re pledging to change our mindset, by creating productive habits, casting a new vision, and chasing after trouble. To start building something great, 3 keys need to be cut:

• Habits
• Vision
• Mindset

Habits are hard to change. But, discipline is not the key. We’ve seen how upward of 90% of New Year’s Resolutions are broken within the first month. You might ask about the research on that stat, but we just made an educated guess based on personal observations. That’s a bad habit we need to break. Seriously, though, you are already completely disciplined in your current routine, even if it’s an unhealthy one. We’ve read that it takes 21 days to start a new habit. So, why try to start 3 or 4 new habits or resolutions at a time, when failure is likely? There is a productive place for failure, but not in continually setting unreasonable expectations. Try doing one new positive thing for 21 days.

• Simple Changes to Better Wellness
• Small Measurable Changes Over Time (Kaizen)

Vision: Where There is No Vision, the People Will Perish. Likewise, when a company has no vision, it too will perish. Many companies claim to have open door policies and claim that ‘We want you to bring truthful answers to meetings’. However, they continue to lack the qualities of casting real vision. Three fatal mistakes companies make when attempting to create vision are:

• Employees are punished for speaking truthfully or openly discussing potential problems.
• Management does not value employees’ input.
• Management does not trust employees to make mistakes.

If you want a culture of growth and trust, you must be willing to be vulnerable and open to change. Gossip is not productive, but having an open discussion with input from a variety of different employees is valuable. If you trust, even an intern, with making mistakes that might not be costly in millions of dollars, but maybe hundreds, it can create a real proving ground for growth and employees embracing the vision of a company. Give ownership to all levels of employees and they will feel like apart of the vision. You want to build a team of advocates not gossips.

Part of casting a new vision starts with creating a new mindset.

Here’s how trouble-making expert, Mark Modesti, helps frame the mindset.

“Here’s what I mean: Our lives – personally and professionally – are shaped by the problems we take on. As a salesperson, one of my objectives is to challenge my clients to take on the problems – the trouble—that will transform their business.

I think trouble gets a bad reputation – undeservedly so. Trouble is actually an in-your-face kind of friend. If you don’t look for it, it’s going to come looking for you.

In my experience, I’ve found there are two different mindsets that determine how people deal with the trouble that comes their way – and the trouble they choose to go after. There’s the fixer mindset and the builder mindset.

Truth is, none of us can just be one or the other. But to me fixers are often caught up with just keeping up. I think we all get in this mode from time-to-time where we’re constantly playing whack-a-mole with our problems.

Builders are a little more interested in measured, focused impact. They look for the opportunity to swing big.

So, which are you? Fixer or builder?”

Troublemakers Who Were Willing to Swing Big:

Abraham Lincoln Embraced Opponents to Form His Inner-Circle

• Abraham Lincoln’s Cabinet Selection
• The Power of Lincoln’s Message

Founder of Netflix Visits Blockbuster Offering to Run the Blockbuster Brand Online

• Former Blockbuster CEO Tells His Side Of Netflix Story
• What Startups Can Learn From Netflix

TOMS Shoes Founder Started Something That Matters

• TOMS Shoes One for One Model
• Start Something That Matters

Whether you’re building an online platform filled with SEO, social media, website design, media planning and buying or building a service company or brick-and-mortar storefront, put down the Wack-O-Mole hammer for just a minute and think about what kind of company you are building. What is your vision? Do your employees embrace it and repeat it to others. Do you run away from trouble or tackle it? Are you a fixer or builder?

Part of this blog was reposted with permission of Longitudes, the UPS blog devoted to the trends shaping the global economy.

The post 3 Keys to Building Something Great appeared first on Platform Creator.

There are many things an online platform can help you accomplish in terms of making an impact in 2015. Have you given some thought to how you will swing for the fences?

First of all, you do have a platform, right? If not, then 2015 is the time to launch. The web is the default query source for most of us, and the numbers who use it that way are increasing every day. Stay tuned here for some products and ideas to build your platform from scratch or use our free and simple template.

Here are 3 online platform goals to consider for 2015:

Create a marketing plan around the significant events and Holidays for the year. Ray Edwards talks about this in a not-so recent podcast. Start with the Holidays. These dates are already set and your audience will at least be giving some thought and planning to the majority of them, so how can you anticipate and tap into those plans and thoughts? What other days are significant in the year in regard to your expertise or niche? These include, but are by no means limited to; industry events, new product releases (new is good), and milestones reached. Any of these that can be anticipated can be marketed around.

Most importantly, decide on a few Areas of Focus. For example, how can you increase the number of followers will you have by the end of the first quarter? Its ok to chase numbers if the numbers you’re chasing are relevant to growing and improving your reach, but do you really know what the number should be? There are countless ways you can improve, but just focus on a few if you want to make significant progress.  Chris Brogan suggests a 3 book diet for the year. In other words, instead of browsing you should pick three books you can focus on and implement the learning’s from those. Likewise, you should have a short list of the elements of your platform you’d most like to improve in 2015. Don’t get caught in the browsing trap!

Finally, make one of those areas of focus a new mode of delivering your message. Have you tried video? Podcasting? Images? With the rise of mobile, people are not just interested in reading any more. They want to watch and hear too, and they have an ever-increasing capability to do so with their mobile devices.

A new year is racing into view. It’s ok to glance in the rear view mirror now and then to evaluate 2013 and 2014, but your focus should be in front of you. If you don’t yet have an online platform, create one! If you have one, spend some time in the next couple of weeks answering the questions above and add some dates and thumbnails to your intentions.

What say you, just write down a few of those below, just to get the juices flowing!

The post 3 Online Platform Goals to Consider for 2015 appeared first on Platform Creator.