Mastering Digital Marketing For Entrepreneurs, Startups and Accelerators - District3 Workshop...

The Digital Leadership Training Series

Mastering Digital Marketing for Startups & Accelerators

The Digital Leadership Training Series

Learn the rules like a pro, so you can break them like an artist – Pablo Picasso

Kicking Ass Online with digital leadership – doyle buehlerMBA in 2002 - Leadership

•Digital Leadership/Innovation: How to be at the forefront of digital transformation•Entrepreneurship: How to grow a remarkable online ecosystem, business and sales, •Education: Learning the skills of Digital Strategy, Business Planning & Entrepreneurship

Hello, I’m Doyle Buehler

#OwnOnline

I’m Giving Away A Paperback Copy of My Book on Digital Leadership & Online Strategy…

“The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”

Just Tweet! @doylebuehler #ownonline

How I spent $250,000+ on a website

#ownonline

Online Ain’t What It Used To Be

Still Fighting Fires With Online?

Get The Right Tools

#ownonline

The PAIN of Online Business

No Real CommunityNo Real LeadsNo Real SalesNo Real ProfitNo KNOWN ResultsJust COST-COST-COST

No Silver Bullets

It’s About Your Online PurposeNOT JUST YOUR BUSINESS

• To Deliver TRUE value to your audience • To Create your “selling value”• To move them into your OWN digital

ecosystem to continue the conversation• To show your leadership, your authority

#ownonline

You Too Can Be ONE! Only $49.95

No, You Don’t Need To Be A…• Ninja• Guru• Yogi• Supreme Leader• Mogul Just an entrepreneur that wants to grow their audience and sales, by creating an environment that your audience ENJOYS.

• What’s the real story of business online?• Community• Connections• Conversions

Successful Digital Leaders Need TO DEMONSTRATE

Authority & AwarenessInfluence & Inspiration

Knowledge & Expertise

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

It’s Not Just About The “Like”,

the “cool” Website, the social profile;

It’s MORE About the CONVERSATION – About YOUR Story

#ownonline

The 4 Components To Master Your Digital Marketing

1. Digital Strategies - Defining and developing your 'why' and intrinsic value that you deliver2. Content Deployment - Understand what is important to say, and when3. Community Development - Realize that you do have a core persona that will listen4. Sales Action - Why sales are 'lost' online, without you knowing, and what to do about it

What You Will Find Out TodayWhat may be holding you back with your digital ecosystemWhat you can do differently to create an improved opportunity for your audienceSome of the pieces you need to build a blueprint for a strong digital ecosystem

THE ULTIMATE GOAL?DELIVER VALUE.

DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital

ecosystem to continue the conversation.

#OwnOnline

Wake UP! Your Audience Awaits!

Ready to Get Started?

#ownonline

“Your brand is what people say about you when you’re not around”

1. Digital Strategy

WHAT VALUE Is Your Audience Going to Receive?

What VALUE Are You Going To Deliver?

“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

The Digital Reality• Most businesses do not have a digital strategy.• Most businesses do not use a digital strategy.• Most businesses do not know how to create a

digital strategy. • A strategy is relatively easy to decide upon and

put into place.

“Having a simple strategy, and utilising it, will put you ahead of most entrepreneurs, including your competitors”

Strategy Questions

• What are we “about”? __________________• What do we do best? ___________________• What makes it work? ___________________• What VALUE are you going to Deliver – Today?

“Tomorrow”? Next Year? ________________

Email doyle@thedigitaldelusion.com

Next Steps• “Distill” Your core

concepts from answers• Create your three core

“themes” or Domains of– Your brand value– Your community value– Your product & content

value

Case Study - RedBull

• What are they about? – Excitement– Entertainment– “Energy”

• Value?– Become a better person– More motivated– “Adrenalized”

Implementing Your Digital Strategy

• People– Understand your audience– WIIFM

• Objectives– What are you trying to achieve?– Why? Create relevance to your audience

• Value– What value are you ‘exchanging’– What themes are you using to deliver your value?– Deliver your value through your content

HOT Seat• Where is your

brand with your specific digital strategy?

• Why?• What is happening?

Email doyle@thedigitaldelusion.com

2. Content

What Are YOU Going To “TALK” About?

WHO Are You Talking to?

Word Of Mouth Only Goes So Far

Not Just About The Selfie

@doylebuehler

Not About Cute Kittens

@doylebuehler

Nor About Cute Babies

@doylebuehler

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

Your CONTENT Drives Your Audience

• What is YOUR Original Content?– Not all sales– Your Business Value– WIIFM? “What’s In It For Me”

• Where is your Digital Leadership? Your Strategy?

Content – What to “Say” Online• Your “VOICE”• From Content Plan?• To Whom? Persona• Are you delivering your

value?• What do they WANT to

HEAR?• What Does Your Content

LOOK Like?

What About Keywords?

• Yes, research!– https://www.google.com.au/trends/– https://adwords.google.com/KeywordPlanner– http://www.semrush.com/

More so, they distill out as PART of your VALUE statements, Your digital strategy, and your specific

content!

Find (More of) YOUR Audience… Your Crowd

Where is your audience?

Defining Your Audience

How To Identify YOUR Target Persona

Start by describing the ideal customer who might benefit most from the content you create: • WHO is the persona? • WHAT traits characterize her? • WHAT roles does she play? • WHAT does her typical day look like? • WHERE is there a gap in her needs/wants (beyond our products/services)? • WHEN does she need to close this gap (i.e., where is she in the purchase funnel)? • WHY would she care about us, as a company (aside from our product)?

Identify Your PersonaTARGET PERSONA: ________________________________________ Job title/Role: ____________________________________________ Typical challenge: _________________________________________ Needs Gap: ______________________________________________ Funnel position: __________________________________________ What she cares about: _____________________________________

Place your persona’s picture here and give her a name, to help your content team keep her top-of-mind.

How to Grow your Audience With Content?

• Reciprocity – SHARE LIKE COMMENT– As ‘your’ business & personal profile

• Interest Followers & Leaders – Key People of Influence in Your Industry• Add YOUR content to the mix

– Value from your strategy?– WIIFM?

• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day

Better Than Sliced Bread?

Create 1% of your own Content

Copy & Share 9% [Content] of Your Influencers

90%? Join the conversation – share others, discuss, comment

The ‘Magical’ 90/9/1 Content Sharing Ratio

HOT SeatWhat Is Your

Experience With “CONTENT”?

What Has Happened To You?

Email doyle@thedigitaldelusion.com

3. Community

@doylebuehler

What Channels Are You Going To CHOOSE TO Maximise Your Community Activity?

#1: ______________________#2: ______________________

@doylebuehler

HOT SeatWhat Is Your

Experience With “Community & Social Media”?

What Has Happened To You?Email doyle@thedigitaldelusion.com

4. Sales

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/purchase.

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.

• Landing pages deliver more leads

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? ___________________________________________

Funnel Success Factors1. 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 once4. Use Multiple Conversion Points – not all CTA need to be at the “end”.5. Tell Your Brand Story6. Test & Retest7. Look at other avenues to distribute your story – partners, affiliates,

clients, etc.

“Your landing page is the pathway into your Digital ATM”

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, Optimise & Manage

How To Test?• https://www.crazyegg.com• http://unbounce.com/• https://www.optimizely.com/• http://www.google.com/analytics• http://www.usertesting.com/

How To Effectively Organise Your Sales Funnel

Key 1: Implement email marketing follow-up cyclesfor all sections of the sales cycles. Ensure that you 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 addto their day.Key 2: 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 lifestylegoals and offers.Key 2: 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.

Tools

Tools To Help You Define Your Website Platform & Sales Funnels

http://www.semrush.com/http://www.woorank.com/http://Clickfunnels.comhttp://www.Leadpages.comhttp://www.Unbounce.com

Whewh – that wasn’t too bad…

Trust The Process

Don’t just stand there staring…

Don’t Forget To Practice……Your Digital Leadership

Questions?

Email doyle@thedigitaldelusion.com

Where to go for more help?

#ownonline

Join The Online Inner Circle Facebook Grouphttps://www.facebook.com/groups/onlineinnercircle

Slide Deck on Slideshare.netbit.ly/doylebuehler18

Please Leave a Review Or

Testimonial• Twitter: @doylebuehler• Linkedin: “Doyle Buehler”• Amazon: The Digital Delusion• Email: doyle@thedigitaldelusion.com

Your Social Media Leadership ChallengeDigital Leadership The start of your new story online?

Take the DIGITAL LEADERSHIP Assessmentwww.leadership.digital

http://www.linkedin.com/in/doylebuehler

https://www.facebook.com/doyle.buehler

http://www.twitter.com/doylebuehler

http://www.instagram.com/doylebuehler

http://www.youtube.com/user/doylebuehler

Please Find & Follow Me On Social

Bonus #1 Digital Leadership Quiz

www.leadership.digital

BONUS - Websites

How To “Align” Your Website

1. Create congruency with everything you say and do 2. Align Your Strategy with your overall Value3. Align Content With Your Audience Intent4. Align the structure with your audience behaviours5. Move beyond a Brochure Site6. Multi-platform/Responsive7. Tell Your Brand Story

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

Have Your Created A Website Specification To Capture These?

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

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.

Utilise newer SEO capabilities, such as StructuredData Mark-up Language, which is a search enginetool used by Google. Remove any “over optimised”sections of the current meta tags, as Google maypenalize your site for this.

How To Digital Declutter #2

Utilise Webmaster Tools (Google), affiliate partners as well as GoogleMerchant capabilities for your product feeds,to grow your sales, as well as your overallaudience. Continue to grow backlinks, based onpartners and affiliates.

How To Digital Declutter #3

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? ____________________

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

ToolsTools To Help You Define Your Website Platform & Sales Funnels

Download Your Website Specification from http://www.thedigitaldelusion.com/kpi-webinar

Other Web building toolshttp://www.semrush.com/http://www.woorank.com/