How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
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How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06 How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads. Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever. Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry. Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand. Here is the 2 part break down of the Building Brand Authority Webinars: Webinar 1 - Rocking Your Digital Ecosystem Learn the 7 Disciplines of digital leadership for a successful online presence Create a digital strategy framework that connects your value with the needs of your online audience How to master your content and develop your voice online to deliver your core value Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform How to connect and re-align your website across your entire online platform What you actually need for a working, qualifying, sales and leads funnel Creating influence beyond your immediate reach through focussed advertising and analytics The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
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How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
- 5. Welcome! • Admin Stuff • Please type in your questions along the way • Audio/video check? • Screenshots? Yes! [Jing] • Please type in your questions along the way • Slide deck on Slideshare http://bit.ly/doylebuehler15
- 7. I’m Giving Away A Paperback Copy of My Book on Digital Leadership… “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” Just Tweet! @doylebuehler #ownonline
- 8. The PAIN of Online Business • No Real Community • No Real Leads • No Real Sales • No Real Profit • No KNOWN Results • Just COST-COST-COST
- 9. Still Fighting Fires With Online?
- 10. Get The Right Tools & Training #ownonline
- 11. Is $150,000 Per Month Too Much? #ownonline
- 13. What Am I Here To Talk About? • Help you understand the babble of Online • Help you find the focus • Help you action what you need to do • Help you implement
- 14. What You Will Find Out Today • What may be holding you back with your digital ecosystem • What you can do differently to create an improved opportunity for your audience • Some of the pieces you need to build a blueprint for a strong digital ecosystem
- 18. HOT Seat What Is Your Experience With “ONLINE”? What Has Happened To You? What Is Your Customer’s Experience Been With YOUR Platform? Email doyle@thedigitaldelusion.com
- 19. It’s Not Just About The “Like”, the “cool” Website, the social profile; It’s MORE About the CONVERSATION – About YOUR Story #ownonline
- 20. What’s The REAL Story of Successful Online Business? Conversations + Community + Connections = Conversions Think Leadership Think Authority #ownonline
- 21. THE ULTIMATE GOAL? DELIVER VALUE. DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital ecosystem to continue the conversation. #OwnOnline
- 24. WHAT VALUE Is Your Audience Going to Receive?
- 25. What VALUE Are You Going To Deliver?
- 28. Ready to Get Started? #ownonline
- 29. What’s Important Today? • Review - Strategy & Branding • Audience & Content • Website Alignment • Building Out A Sales Funnel • Advertising & Analytics
- 32. “Just because they are not actively shopping, doesn’t mean they will never buy from you!” Definition of a Leads/Sales Funnel Effective Digital Leadership is about being able to move people into your own conversion/sales/lead funnels… NOT just about a single transactional sale
- 37. Content – What to Say • From Content Plan? • To Whom? Persona • Are you delivering your value?
- 38. What is Content? • Not just a “blog” – Ebooks, checklists, webinars, videos, web text, images, infographics, stories, books, course, training… • Educating Your Audience • Creating awareness of ‘you’ (Profile) • Informing about their “environment” • Focused on YOUR keywords
- 42. #OwnOnline
- 43. “Your brand is what people say about you when you’re not around”
- 45. Visuals • Like 2x more than text only • Articles with relevant images have 94% more total views than articles without images • This is Visual storytelling
- 46. Voracious Video • Shared 12x more than links and text posts • Youtube is Second Biggest Search engine • Facebook is fighting Google/Youtube over video
- 47. “The use of images, videos, infographics, presentation and other visuals on all online digital channels to craft a graphical story around your key brand values and offerings ” Visual Storytelling
- 48. Not About Cute Kittens
- 54. Blowing Away The Digital Blunders • Blunder #1: If You Have to Tell ‘Me’ How to Get Around Your Site – You’re Doing it Wrong • Blunder #2: Being Cute and Clever Doesn’t Lead to Conversions • Blunder #3: What’s In It For ‘Me’ WIIFM?
- 55. How To “Align” Your Website 1. Create congruency with everything you say and do 2. Align Your Strategy with your overall Value 3. Align Your Content With Your Audience Intent 4. Align the site structure with your audience behaviours 5. Move beyond a Brochure Site 6. Multi-platform/Responsive 7. Tell Your Brand Story
- 56. What Is Your Website User Process? • Goals of site leads/sales/ecommerce • Information – where is it and what do they need • About Us? About Them, Not YOU • Contact Us? Yah – right • Sales and Leads Funnel Process
- 57. Have Your Created A Website Specification To Capture These?
- 59. Blowing Away The Digital Blunders • Blunder #1: If You Have to Tell ‘Me’ How to Get Around Your Site – You’re Doing it Wrong • Blunder #2: Being Cute and Clever Doesn’t Lead to Conversions • Blunder #3: What’s In It For ‘Me’ WIIFM? • Blunder #4: Expecting a Contact Us Page to work as a lead generator
- 60. How To Digital Declutter #1 Coordinate your “revised” strategy and content plan into your website. Include a more consistent level of content production. Include all of the social media features. Create more of a destination with your content and the overall structure. Integrate a sales funnel process that can include your audience in their lifestyle of your products and services, such as checklists, guides, etc. for download.
- 61. Utilise newer SEO capabilities, such as Structured Data Mark-up Language, which is a search engine tool used by Google. Remove any “over optimised” sections of the current meta tags, as Google may penalize your site for this. How To Digital Declutter #2
- 62. Utilise Webmaster Tools (Google), affiliate partners as well as Google Merchant capabilities for your product feeds, to grow your sales, as well as your overall audience. Continue to grow backlinks, based on partners and affiliates. How To Digital Declutter #3
- 63. Question You MUST Ask Yourself 1. What is the purpose of your website? Leads? Sales? Information? Be specific. _______________________________ 2. Does it currently work with your strategy and your content? ____________________________ 3. What is it that you feel does not work properly, or you would like to improve._____________________________ 4. Do you have a content management system? ____________________
- 64. 1. What platform are you using? Is it future-proof? ______________ 2. What is YOUR REAL Story you are telling? ________ 3. Are you using your original, unique CONTENT? _________ 4. How often do you Optimise & Test? __________ 5. Are you creating a “Journey” that your audience can explore? ________ 6. What are you doing for “onsite” SEO – Content, Keywords? _________ 7. Have You created a website specification for you, your employees and your suppliers? __________________ Your Website Checklist
- 65. Tools Tools To Help You Define Your Website Platform & Sales Funnels Download Your Website Specification from http://www.thedigitaldelusion.com/ami-webinar Other Web building tools http://www.semrush.com/ http://www.woorank.com/
- 68. Funnels & Follow-through – Easy Funnel/Email process
- 73. Creating an Ascending Transaction Model
- 75. Questions To Start To Define Your Funnel 1. What is your sales and leads process? 2. How do you currently acquire new leads and new customers? 3. How do you respond and manage your leads?
- 76. Sales Funnel Success Factors 1. Look at the behaviours – not just an automated process – where do they stop a video? 2. Build multi-phased campaigns, all centered around “response indicators.” - Focus your energy on the ones who demonstrate they’re the most interested 3. Remember the 67% - we don’t all buy at once 4. Use Multiple Conversion Points – not all CTA need to be at the “end”. 5. Tell Your Brand Story 6. Test & Retest 7. Look at other avenues to distribute your story – partners, affiliates, clients, etc.
- 77. “Your landing page is the pathway into your Digital ATM”
- 78. The Two Basic Types Of Landing Pages 1. E-commerce based, where you drive customers to buy products or services; the goal on these pages is click-through. 2. Lead-generation page where you gather visitors’ information, and normally trade something of value. A landing page should not just be another page on your website. You should specifically build and optimize a page for a single goal. If you are working on a website platform like WordPress, there are many tools that will aid in the creation of a landing page.
- 80. Mistakes Made In Sales Funnel Management Not balancing lead generation and lead management Not focusing on your overall sales process No sales training Not measuring each stage of the funnel. Is it working?
- 81. How To Set Up A Funnel For Your ATM • Step 1 – Create Your Gift • Step 2 – Establish your technology (mailchimp, InfusionSoft, etc. • Step 3 – Create landing page or “Campaign” • Step 4 – Create your email sequence • Step 5 – Move Your Audience To Your Funnel • Step 6 – Create a new “Gift” Monthly • Step 7 – Monitor & Manage
- 82. Steps To Creating A Kick- Ass Functioning Funnel 1. Design Your Landing Page 2. Optimise & Test – Refine Your Process 3. Set Your Conversion Values & Analyse 4. Optimise & Test
- 83. How To Optimise Landing Pages 1. Use clear titles and a layout that conveys your offer and incentive quickly. 2. Speed is your friend and visitors are impatient; 79% of users scan a page rather than reading it. 3. Keep your visitors focused on filling out the form, and remove all distractions. If you use a photo, have it visually direct users to your form. 4. In general, more fields on a form means more barriers to entry. 5. Give your audience something that is of actual value; there is no room for fluff. If you want someone to give you their information, provide them with something worthwhile. 6. Trust is key. Good design, easy-to-understand offerings, and testimonials from others all build trust. It’s a lot easier to sign up for an email list or buy a product if you trust the content on a website.
- 84. How To Test? • https://www.crazyegg.com • http://unbounce.com/ • https://www.optimizely.com/ • http://www.google.com/analytics • http://www.usertesting.com/
- 86. How To Organise Your Sales Funnel Key #1 Implement email marketing follow-up cycles for all sections of the sales cycles. Base it on your revised strategy and content. Always deliver exceptional value to your audience, and that it is congruent with your overall messaging. Don’t just send out emails because you have their email addresses – only if you deliver real value to add to their day.
- 87. Create additional points of entry into your sales funnel for pre-and post purchasers. This can be accomplished with downloads, gifts, checklists, etc, that directly connect you to your audience. Utilise specific landing pages for specific lifestyle goals and offers. How To Organise Your Sales Funnel Key #2
- 88. Utilise your social and sharing platforms to entice sales and interest in your products, and move them into your overall sales process. Include links and discussions related to your audience’s goals to your site and promotions, in social media. This needs to be aligned with your overall content and social media plan. How To Organise Your Sales Funnel Key #3
- 89. Tools Tools To Help You Define Your Website Platform & Sales Funnels http://www.semrush.com/ http://www.woorank.com/ http://Clickfunnels.com http://www.Leadpages.com http://www.Unbounce.com
- 92. Word Of Mouth Only Goes So Far
- 93. Where is your audience?
- 95. Find (More of) YOUR Audience… Your Crowd
- 96. How To Create A Successful Ad Campaign Step 1: Identify Your Persona Step 2: Identify Your Channel(s) Step 3: Clarify Your Purpose Step 4: Set Your Budget & DEFINE Your ROI Step 5: Develop Your Messaging & Visuals Step 6: Run a Test program Step 7: Use Remarketing Pixels Step 8: Measure, Test, Optimise
- 97. Download my 16 Point Advertising Campaign planner www.thedigitaldelusion.com/ami- webinar
- 98. Target & Retarget Your Ads! “You’re Never Too Good For Good Advertising”
- 99. If Google Adwords Is Advertising on Facebook To Reach Their Audience, Shouldn’t You? “You’re Never Too Good For Good Advertising”
- 100. Analytics You Can’t Measure What You Can’t See?
- 101. ALWAYS Look At YOUR Financial Benefit
- 102. Performance • Baseline – take one – use Google Analytics & Insights • Objectives – what are they • Optimisation – yes, back and forth • KPIs – what are you measuring • ROI – What is it, how?
- 103. Tools You Need • Yoast SEO Plugin • Yoast Google Analytics Plugin • Google Analytics • Google Webmaster tools
- 104. Create Your Digital Media Management Dashboard
- 106. Digital Marketing Dashboards • http://www.cyfe.com • http://Hootsuite.com • http://www.tapanalytics.com/ • https://www.leftronic.com
- 107. Whewh – that wasn’t too bad…
- 108. Are You Really Ready To Turn On Your Business Online?
- 109. Trust The Process
- 111. The End of The Story? It’s more about the conversation, the community, as well as the connections that you make The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience.
- 112. Are You Ready For The Digital Leadership Challenge?
- 122. Don’t Forget To Practice… …Your Digital Leadership
- 124. Don’t just stand there staring…
- 126. THE ULTIMATE GOAL? DELIVER VALUE. DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital ecosystem to continue the conversation. #OwnOnline
- 128. Where to go for more help? • Let’s connect on Twitter, Linkedin, Facebook – Just search ‘Doyle Buehler’ @doylebuehler • Need any Tips? Please email me with ANY questions doyle@thedigitaldelusion.com • Call me +61 413 106 880 #OwnOnline
- 129. Webinar Resources Resources & Ideas www.thedigitaldelusion.com/ami-webinar Slide Deck on Slideshare.net bit.ly/doylebuehler15 Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircle
- 133. I’m Giving Away A Paperback Copy of My Book on Digital Leadership… “The Digital Delusion: How To Overcome The Misguidance & Misinformation Online” Just Tweet! @doylebuehler #ownonline
Editor's Notes
- Entrepreneurship: I help entrepreneurs grow their online ecosystem, business and sales, through digital leadership Educator: Teach Digital Strategy, Business Planning & Entrepreneurship Author: The Book on Digital Leadership for businesses – The Digital Delusion.
- How to start to engage with your audience to get INFLUENCE TO ACTION
- I feel your pain. No conversions = no business
- There is a lot of confusion online – and we sometimes spend most of our time fighting fires…. Working in an ad agency is really like fighting fires. I realised that a lot of better things could be done by organising and preparing and managing, to allow for you to properly address all of the issues of online, and not just jump from fire to fire.
- The ultimate goal? Stop hoping digital works
- I’m going to tell you the 5 specific action steps that you can do to increase your real ROI. And no, it’s not a magic formula either.
- It’s more about creating the connections.
- This is the BONUS. You can then see it, engage with it, understand it, measure it. Build your social media and digital leadership
- To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there?
- People don’t want more content; they want better content. Add value, not volume.
- Social Media & Digital Leadership You can put your head in the sand, or step up into digital leadership Who’s with me to ownonline? This is what we are going to figure out for you today
- It’s easier than you think. It will only hurt a bit
- First – we need to break out of some of the digital assumptions that we all make. Are you missing 67% of your market? The people that are perfect The biggest failure of online – assuming that everyone is ready and going to buy from you. How many people actually use a “Contact us page”?
- The worst part is assuming that a contact us page will actually be used. What does this mean? Ensure that YOU understand what process can activate your audience along the way.
- Defining Your Audience – who are they and what do they like?
- Match your content with your audience
- A brand is worthless if it doesn’t connect with the right audience in a relevant way.
- Picture Posts – are your key to your content strategy
- 8 elements if visuals that get shared
- What Website Primary Criteria Are You Working Towards? Target Audience. Who are they? Location. Where is your audience primarily located? Ethnicity. What ethnic group are they a part of, if appropriate? What are the Specific Persons. How can you relate directly to them? Issues & Objections. How will your audience typically respond? Audience Needs. What do they need to feel important to your process? Benefits. What are you doing that is helping your audience? Value. What value are you actually delivering on your website?
- I’m creating the ULTIMATE online Toolkit – it’s about to launch – so if you want to be the first to access it, head to the kpi-webinar page and sign-up for updates
- Also Download your 24 Step DIY SEO Checklist on the http://www.thedigitaldelusion.com/ami-webinar
- Show me the money!
- Funnels & Follow-through – Easy Funnel/Email process
- It really is looking more and more like a neural net
- This is where you can add webinar funnels This is where you can add training course funnels
- 7 elements you need on your landing page
- Not balancing lead generation and lead management Do not constantly attempt to work on generating leads to add more traffic into the funnel. It is not enough to just create a lot of leads. Instead, it is equally important, if not more to work on managing these leads through ranking, sorting, nurturing and following up on them. Sales results can improve drastically by focusing on the existing leads that show the most potential than on increasing their quantity Not focusing on the sales process Do not lose focus of the sales process by diverting attention to expensive or overly complicated CRM applications. CRM is a means to supplement sales strategy and action plans by providing a platform to automate where needed and organize customer data to allow customizability. A CRM application can allow you to identify problem areas but cannot be relied on to fix these. No sales training Do not get complacent when it comes to constant learning and training. These exercises are not just for those new to the sales game. Instead, all levels of the sales team no matter their level of experience need periodic refreshers to allow them to stay abreast of the latest techniques and to learn by sharing knowledge and experiences with others. Not measuring each stage of the funnel Do not just focus on the end result and measure that as a success or failure. Instead, focus on the outcome at each stage within the funnel. Perhaps every move was done right in an instance where a sale did not end up happening. Perhaps all the wrong moves were made but a sale happened anyway. Each stage needs to be measured and assessed to understand it’s efficacy within the process as well as to ensure that the sales team is following protocol as it should.
- 5 SIMPLE OPTIMIZATION TECHNIQUES Seeing all the parts to a landing page is important. It will hopefully highlight missing areas on your page. Or, if you didn’t have one, maybe seeing it all come together will inspire you to develop some. With this in mind, we can look at some basic ways to improve and leverage the elements on the page. The layout consists of the elements that should be on your landing page. Below are some guidelines for adding those elements to your page. - 1 Use clear titles and a layout that conveys your offer and incentive quickly. Speed is your friend and visitors are impatient; 79% of users scan a page rather than reading it(38). - 2 Keep your visitors focused on filling out the form, and remove distractions, which means things like the main navigation can be removed from the landing page. If you use a photo, have it visually direct users to your form.(6, 15) – 3In general, more fields on a form means more barrier to entry. - 4It’s import to remember visitors to your landing page are real people and you need to give them something that is of actual value; there is no room for fluff. If you want someone to give you their information, provide them with something worthwhile. - 5Trust is key. Good design, easy-to-understand offerings, and testimonials from others all build trust. It’s a lot easier to sign up for an email list or buy a product if you trust the content on a website.
- Why do you need to advertise? Word of mouth only goes so far. You need to grow your influence beyond your existing sphere of influence. Yes, you need to work on organic growth and organic growth, but you need to have a back-up plan
- Where is your audience?
- Keep it consistent - What is your story
- D
- I’ve spent a lot of time in the trenches with some of the biggest ad agencies in the world -
- Facebook ad from google adwords
- In terms of analytics – what is your Return on Investment
- If you haven’t already done so – go set up a google analytics account and sign in to your google webmaster tools
- TO help you manage what to fix and when. Remember the firehose?
- http://www.cyfe.com/
- Not sure who enjoyed that more…
- How do you make it easier for you to turn on the huge opportunity of the web?
- The ultimate goal? Stop hoping digital works
- Developing your digital leadership in social media – understanding your strategic architecture
- If you want to register in advance sign up on /kpi-webinar
- Once you have the main elements of the platform in place – keep exercising! Now you can go back to each core section, to give you that clarity that you need along the way.
- Use this worksheet to see where you are at, and what you can do to really tie things together. Learn the 7 steps to accelerate your business online, drive demand with your audience, and build your customer engagement
- This is the BONUS. You can then see it, engage with it, understand it, measure it. Build your social media and digital leadership
- You can also download all of the worksheets for each frame, from the site www.thedigitaldelusion.com/kpi-webinar
- I have some new items up there – new worksheets, new resources
- Once you have the main elements of the platform in place – keep exercising! Now you can go back to each core section, to give you that clarity that you need along the way.
- Discover Your True Digital Leadership Potential https://calendly.com/doylebuehler/30min We’ll go through the 7 disciplines and give you some focus What do I do? I help entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- How to start to engage with your audience to get INFLUENCE TO ACTION
- Connecting leaders to digital. Doyle Buehler online. Are you ready to join me on the epic quest to close the digital divide, expel the internet’s ivory towers, and rid the world of online business monotony and mediocrity?