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

Editor's Notes

1. 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.
2. How to start to engage with your audience to get INFLUENCE TO ACTION
3. I feel your pain. No conversions = no business
4. 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.
5. The ultimate goal? Stop hoping digital works
6. 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.
7. It’s more about creating the connections.
8. This is the BONUS. You can then see it, engage with it, understand it, measure it. Build your social media and digital leadership
9. To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there?
10. People don’t want more content; they want better content. Add value, not volume.
11. 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
12. It’s easier than you think. It will only hurt a bit
13. 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”?
14. 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.
15. Defining Your Audience – who are they and what do they like?
16. Match your content with your audience
17. A brand is worthless if it doesn’t connect with the right audience in a relevant way.
18. Picture Posts – are your key to your content strategy
19. 8 elements if visuals that get shared
20. 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?
21. 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
22. Also Download your 24 Step DIY SEO Checklist on the http://www.thedigitaldelusion.com/ami-webinar
23. Show me the money!
24. Funnels & Follow-through – Easy Funnel/Email process
25. It really is looking more and more like a neural net
26. This is where you can add webinar funnels This is where you can add training course funnels
27. 7 elements you need on your landing page
28. 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.
29. 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.
30. 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
31. Where is your audience?
32. Keep it consistent - What is your story
33. D
34. I’ve spent a lot of time in the trenches with some of the biggest ad agencies in the world -
35. Facebook ad from google adwords
36. In terms of analytics – what is your Return on Investment
37. If you haven’t already done so – go set up a google analytics account and sign in to your google webmaster tools
38. TO help you manage what to fix and when. Remember the firehose?
39. http://www.cyfe.com/
40. Not sure who enjoyed that more…
41. How do you make it easier for you to turn on the huge opportunity of the web?
42. The ultimate goal? Stop hoping digital works
43. Developing your digital leadership in social media – understanding your strategic architecture
44. If you want to register in advance sign up on /kpi-webinar
45. 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.
46. 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
47. This is the BONUS. You can then see it, engage with it, understand it, measure it. Build your social media and digital leadership
48. You can also download all of the worksheets for each frame, from the site www.thedigitaldelusion.com/kpi-webinar
49. I have some new items up there – new worksheets, new resources
50. 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.
51. 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
52. How to start to engage with your audience to get INFLUENCE TO ACTION
53. 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?