This is the version of the worksheet with the tips edited in, in case youd liketo go through these steps on your own. It will read like it would have on theday of the worksheet.IntroductionHeres how today will work. Youll participate in three mini-workshops which will takeplace over a 90 minute period, with 30 minutes allotted for each. Youll then take theresults from the workshop you were in and proceed to the next workshop in the sameroom.The workshop is structured such that you will not need to go in a particular order -keep in mind that the order you take the rotating workshops may not be the sameorder as they are presented on this form.Most of the period youll be working in teams or in pairs with a group leader.After the introduction period, youll be told what workshop youll be in first, which willlikely take place according to where youre seated in the room. Again, be sure thatyoure looking at the portion of the worksheets that bear the same title as the sessionyoure in.The objective of the workshop is to allow you to efficiently bring together these basicitems in your digital business strategy: ● Who to talk to ● What to talk about ● When the best timing is for your customers and your business ● Where to have the conversation ● Why to chose a specific type of online interaction with your customers ● How to have this translate into more business & customersMastering these three chief elements will help you get the maximum amount of onlinevisibility in the least amount of time.
Content - The Who and the WhatYou could read this as "content" as in contentment, or as "content" as in, what youllwrite about. As youll see in our exercises, both are important in regards to having theright message go to the right audience.Most important though, is knowing exactly who youre speaking to - you can geteverything else wrong, and have the chance to correct course if you get the "who"right.A common mistake of business owners is thinking our target audience is the wholeworld. The answer to "who would want your product or service?" may very wellbe "Everyone!"However, even a company with billions of dollars in marketing ability still cannotreach the world - even if they do, it is neither cost-efficient nor necessary. Even bigbrands narrow their focus to a key demographic, and let the pivotal forces within thosemarkets bring the rest of the available pool of customers together.Targeting makes your marketing more efficient; once you know who youre talking to,you can also discover the best way to reach them - by putting yourself in their shoes.Audience Visualization - Partner - 2 minutesThe purpose of this exercise is to get a general idea of who the targetcustomer/client is - the person who will actually purchase your product.This doesnt have to be a picture of the ONLY person. Its not necessarily THEprofile, its A profile.First, youll have 2 minutes each to talk about who your audience is. Here are threequestions to answer. ● If you could build the perfect customer or client, what would they be like - can you describe them? ● What do you think prevents you from being able to reach this perfect customer? ● Why do you think you dont have enough of your perfect customer or client right now?In the second part, you and your partner will take turns visualizing a specific picture of
this perfect customer.The purpose of this exercise is to get a more specific idea of a customer orclient.Having a named persona often helps business owners in two ways.1- It humanizes the business - customer interaction, even in the hypotheticalstage.2- We see errors and successes in how we appeal to our customers or clientsmore clearly, and much earlier when we think of an individual.Keep the same pairings. One person will close their eyes and be prompted to describethe perfect customer for 2 minutes. Instruct the person asking questions to be asspecific as possible. Here are items to prompt them with if they get stuck. ● What do they do in their spare time? ● Where do they live? ● Where do they work? ● Are they married or single? ● What kind of car do they drive? ● How do they read their news? ● What sites do they visit online? ● What kind of car do they drive? ● Where are they originally from? ● What kind of problems do they have? ● What are they most proud of?Group exercise - 1 minuteAfter each partner has had a turn, have them write down the name of their favoritecandy or snack, and the name of the first street they lived on. This is their customerpersonas name for the rest of the day. Have each pair share their persona name. Somewill be interesting, others hilarious.Content Generation - Groups of Four or Five - 20 minutesTopic brainstorming Groups of four would have five minute rounds. Groups of fivewould have four minute rounds.The objective is to come up with a list of topics for content creation. They can be forwriting, infographics, audio podcasts, videos, tweets, any piece of content.
The business owner has one minute to introduce their business. The group thenbrainstorms for 4 minutes to come up with at least 5 tips an interested prospect mightwant to learn from a person who was an expert at that business.The group IS allowed to cheat using Google, Twitter search or WordTrackerKeyword Questions.Example: Business owner says "my name is Gertrude and I steam-clean carpets."Group seeks to answer this question "If I knew an expert carpet cleaner, what would Iask her?"The group can just pull the best answers they find on the web and vote on them, orbrainstorm out loud. Generally the more interesting the business is to consumers, themore the group will want to brainstorm.In the case that they want to use a computer, have each group get ONE volunteer tolook up the information and call items out for the group to include in the top five.
Converse - The When and the WhereTwo things that will often define the discussion youre having is when and where ittakes place. Tactically this may mean, whether you use Twitter, LinkedIn, or Facebookto publish updates and arguably, at what time of day.Strategically this means, what time of day you will do your marketing, and what partsof the discussion will take place in public or private, online or offline.When is the Party? Partners- 8 minutesThe Objective of this exercise is to determine when is the best time for you to fitmarketing into your schedule. Each person takes two minutes to jot down their dailyschedule, or their ideal daily schedule if they dont have one. Then take 2 minute turnshelping the other person figure out one half hour slot or two 15 minute slots when theycould prioritize marketing.I Call Bull - 15 MinutesThe purpose of this exercise is to teach the attendees more appropriate waysto bring their business into online conversationsEach person gets a turn to be the ideal client, the BS meter, or part of thebrainstorming group, while the other two take turns being the business owner couldtalk about at an in-person casual meeting for drinks in two exchanges. If theyveparticipated in the content workshop, they can use their customer persona names.The presenter plays the role of the customer, and each member of the brainstorminggroup takes turns playing the business owner. The BS meter yells out BULL! every timethe interaction is not authentic, and BREAK! if they get to two exchanges without bull.At break/bull the teams rotate roles.The BS Meter is responsible for choosing the situation of the conversation and who getsto go next as the BS meter. Each person must get a turn. The first interaction must bean offline interaction to illustrate the point. The rest should be different online platformsand situations.Example: Strawberry "Shake" Rooster is a 32 year old single lawyer. Sarahs businesssells cupcakes. The question is then what do Strawberry and Sarah talk about that cansmoothly segue into cupcakes?The BS Meter chooses a lunch meeting.
Strawberry: So what did you get into today?Brainstormer 1: Not much. Tried this new place at lunch today.Strawberry: That sounds good. What did you have?Brainstormer 2: CupcakesBS Meter: BULL!Where to Talk - Partners - 6 minutesSplit back into your original pairings. Now that you have the input of when youll fit inmarketing, and what is/is not BS for an in-person or online meeting, its time to distillthat data into useful information for your online marketing.From your scheduling brainstorming, youll know about how long youll be online, soyou know how long youll have to make a connection or several connections to otherpeople. With the "I call BULL" session, you have some idea of how difficult it is tonaturally do an elevator pitch conversationally.The point being- quick connections are rare. Discuss with your partner what youlearned about how to talk to people online to prep them ( in public online) for anintroduction to your business (one on one or offline). Talk about where you can haveeach type of conversation.Jot down any ideas about how to warm up to the business conversation naturally andon what mediums in may not be appropriate at all. (Sometimes you meet online anddiscuss business offline, or you might tweet a link to your blog, then have forms wherea person could sign up for a consultation or to a newsletter.)Connect- The How and The WhyRegardless of your goal in reaching customers online, if you arent working towardsit, your efforts may feel futile. You need to keep in mind, on a daily basis, why youreconnecting online (your ultimate and short term goals) and how to make your effortsturn into profits.The Because Exercise and Our Reasons Why - Being More Specific About Your
Long Term and Short Term GoalsHow to do the Because Exercises 1. Get a partner. 2. Choose one to be the first questioner. The other person is referred to as the recipient. 3. The questioner asks the starter question, (see the exercise titles below) 4. After each answer, the questioner should follow up with the word "Why?" as soon as the other person is finished talking. The recipient should answer back just as fast, without thinking until time is called. 5. When time is up, the recipient writes: a. their best "because", b. any new epiphanies about their goals, or, c. if they got stuck, why they believe they got flustered. 6. Switch places and repeat steps 2 - 5. The recipient is now the questioner, the previous questioner is now the recipient.Because Exercise - Round One - 6 minutes each partnerThe Starter Question: What is Your Ultimate Marketing Goal?At the end of your session, rewrite your goal with any insights you get from theexercise.Because Exercise - Round Two 4 minutes each partnerStarter Question is: What is Your Top online Marketing goal for the week?If you find the Because exercise useful theres more information on this from a previousworkshop here.Creating Your Funnel Exercise Part One- Partner Exercise - 5 minutes each(Ten minutes)How are you taking prospects into your sales funnel? Do you have one? Over 98% offirst time visitors do not buy during that visit. What are you doing to get them to comeback?Take one minute to explain to your partner what you ultimately want a typical newcustomer who comes to your website to do if they dont buy something - what would bethe next best thing?
Do you offer catalogs? A free consultation? A newsletter? Subscription to blog posts?(If you have no plan for this, "sign up to be contacted again" will suffice for now. But atminimum youll want to start a weekly newsletter.)During the next four minutes, work with your partner on the steps between gettinga person to come to your site, to them receiving their first communication from yourcompany BUT start at the end and work backwards.Partner - at each step, point out reasons why you as a customer would or would notget to that stage.