This is the CLIFF NOTES e-book of Adam Franklin's Killer Digital Strategies keynote presentation.

1. KILLER
DIGITAL
STRATEGIES
TABLE OF CONTENTS
Content Marketing Sales Funnel 9
Search Engine Optimisation (SEO) 10
Blogging 12
Flagship Piece of Content 13
Email Marketing 14
Social Media and Digital Strategy 15
Using Digital Marketing and Social Media Effectively 7
Monitoring Your Brand 6
The Web Strategy Planning Template 8
The Power and Opportunity of A Digital World 4
The Fears of A Digital World 5
Overview 2
Co-author of Web Marketing That Works (Amazon
#1 bestseller) and co-founder of Bluewire Media
Keynote presentation by Adam Franklin
CLIFF NOTES
CLIFF NOTESKiller Digital Strategies
by Adam Franklin

2. OVERVIEW
Whilst digital marketing is a growing essential in today’s business landscape, it
is not designed to replace your face-to-face meetings or phone calls. Instead,
digital marketing should complement these other activities and help you scale
your reach.
The ultimate goal of your digital strategy is to create what is called an
attraction business. A business that pulls prospects in with relevant and helpful
content, rather than pushing sales messages out to the world.
This session called Killer Digital Strategies was delivered by Adam Franklin at
the Better Business Summit in Sydney, Australia to over 500 service
professionals.
There has never been a greater time to use the web to market your business.
The key is just to know how. In this practical, interactive and jargon-free
session, Adam will teach you:
KILLER DIGITAL STRATEGIES
How your web universe works to drive real business.
The 5 essentials for your website
Why email marketing is still the king of online marketing
Becoming an industry authority by publishing content online
Developing an effective online marketing strategy
Become an attraction business and have clients queuing up to train with you.
Discover how search engines work so you can boost your Google rankings
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3. It’s not just about social media. In fact, social media is just the icing on the cake.
But before you get to the icing, you need to bake the cake itself. Your digital
foundation (the cake) is your blog, your website and your email list.
This foundation is an asset for your business. It accrues value over time and has
a compounding effect, just like an investment. The cornerstone of this
foundation is helpful content that is valuable today, next week and even next
year to your ideal prospects. This helpful content attracts more people to your
business.
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4. THE POWER AND
OPPORTUNITY OF A
DIGITAL WORLD
Digital Darwinism: In 10 years, 40% of the Fortune 500 will no longer be
here (Borders, Kodak, Blockbuster Vs. Amazon, Instagram, Netflix)
World populations: China, Facebook, India, Tencent, WhatsApp, United
States, Google+, Indonesia, LinkedIn, Twitter
Over 50% of the world population is under 30 years old
More people own a mobile device than a toothbrush
1 in 5 couples meet online
Selfie is now a word in the webster dictionary
Every second 2 new members join LinkedIn
Grandparents are the fastest growing demographic on Twitter
“We don’t have a choice on whether we do social media. The choice is
how well we do it.” - Erik Qualman
53% of millennials would rather lose their sense of smell rather than their
technology
93% of shoppers buying decisions are influenced by social, 14% trust
adverts (6 x times more trustworthy)
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Watch the Social Media Revolution at video here

5. THE FEARS OF
A DIGITAL WORLD
Before you can open up the possibilities of a digital world you need to
overcome your fears and hesitations. Here are some of the most common
objections to social media and a digital strategy:
Overcoming these fears is the first step to embracing the opportunities of a
digital world, so let’s look at how you can do so.
1 It will expose your business to negative comments
2 It could get you fired or sued
3 You’ve missed the boat, it’s too late to start
4 You have no time to do it
5 You don’t have the skills or don’t know where to start
6 You don’t need it
7 You can’t trust your team to execute
8 You will make mistakes
9 You are worried it will be a waste of money, with no ROI
10 You can’t keep up with content creation
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6. Monitoring your brand across social media and other digital platforms can help
you manage any negativity that comes your way. It can also help you capitalise
on positive press and commentary.
The tool we use for staying on top of brand mentions is Talkwalker Alerts:
Action Item: Set up Talkwalker Alerts for your brand
Action Item: Set up Mention.com for your brand
MONITORING YOUR
BRAND
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7. The skills you need to be successful at digital marketing and social media are
similar in many ways to the the skills you have used for years in traditional
marketing. It’s all about building relationships one interaction at a time.
Just like you would introduce yourself to someone at a conference, you may
engage with each other with a tweet, or a Facebook comment. The more and
more interactions like this you have, the stronger the relationship becomes, and
the more it will complement your business objectives.
But how does the digital universe all fit together?
USING DIGITAL MARKETING
AND SOCIAL MEDIA
EFFECTIVELY
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8. THE WEB STRATEGY
PLANNING TEMPLATE
The Web Strategy Planning Template is a free resource we created to help
people better understand the web universe from 20,000 feet.
Here is a quick summary of the key elements of this template:
Your website is in the middle because it is your commercial hub.
Then you have the ways that people can find your website: Google (SEO,
SEM), Backlinks, Social Media and Content Marketing.
On the right hand side you have the “journey to dollars”, which replicates
the steps a typical person will need to take to know, like and trust your
business once they land on your website.
Action Item: Download the Web Strategy Planning Template and fill out the
second page of the template with the relevant information for your situation.
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9. CONTENT MARKETING
SALES FUNNEL
The Content Marketing Sales Funnel is a visual representation of the type of
content you can use to entice a prospect to Know, Like and Trust your
business. It sits within the overall web strategy and ties everything together.
Action Item: Download the Content Marketing Sales Funnel and familiarise
yourself with the type of content you should be creating at each stage of the
buyer’s journey.
The biggest mistake we see businesses make is to forget the top 75% of the
funnel. It’s too big of a chasm to cross if you ask someone to become a
customer before you have earnt their trust.
Here is a quick summary of the key elements of this template:
75% of people are looking for information about their problems (KNOW)
23% of people are comparing their options (LIKE)
2% of people are ready to take action (TRUST)
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10. SEARCH ENGINE
OPTIMISATION (SEO)
Once you understand the web universe from a high level, you can then dive
deeper into the key areas that will attract new people to your website and
business. The first of those is through Search Engine Optimisation (SEO).
Here is a brief summary of how SEO works and how you should integrate it into
your digital strategy:
Google is a robot (albeit a very smart one), so the content and words you
use on your website are very important for how and where they will
position your pages in searches
The primary factor influencing where your pages or content rank in a
Google search is the amount of quality backlinks to your website, because
this determines your “authority”
You can assess the authority of a website, and subsequently how likely it
is that you can out-rank them, using the Moz SEO toolbar plugin for your
browser
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11. “Keywords” are the combinations of words that people type into a Google
search, and are what you are looking to optimise your website for. To find
the best keyword combinations for your business, use KeywordTool.io.
If people search for you on Google and can’t find you, essentially you don’t
exist. So you need to be aware of SEO and how it works.
But the key with SEO is to focus on quality content, not quantity, and build
content assets over time that will slowly make their way up the search engine
rankings.
Action Item: Conduct keyword research for your industry using
KeywordTool.io to determine the topics you should create content for.
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12. One of the best ways to publish content on your website that can be indexed
and ranked by Google is to blog. But blogging is hard work. It’s kind of like
getting a six pack. Daily habits and some strict guidelines will get you the
results you are looking for, and it certainly won’t happen overnight.
If you dedicate yourself to blogging and commit to a strict schedule, it will help
you become an attraction business. Plus, you will start to see better results
coming from the search engines. If you don’t have the time to create blog
content yourself, hire an editor or a contributor.
Action Item: Come up with blog topics based on your keyword research and
set a regular schedule for publishing content on your website. You can use our
Editorial Calendar Template to set your schedule.
BLOGGING
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13. FLAGSHIP PIECE
OF CONTENT
Even if you can’t blog, you should have a flagship piece of content. It’s that
piece of intellectual property that you can hang your hat on and build your
digital strategy around. On the Web Strategy Planning Template it’s the “Free
Download” you offer to prospects once they come to your website to begin the
trust-building process. (Ironically our flagship content is the Web Strategy
Planning Template)
Your flagship piece of content is about uncovering the gold that you already
have in your head, or within the business. It’s usually something that you are
sharing with prospective clients, and by making it available to the public it
enables you to help even more people. These people will then be attracted to
your business.
Action Item: Identify and create your flagship piece of content.
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14. EMAIL MARKETING
It has been reported that for every $1 invested in email marketing you get a $41
return, and this has certainly been our experience at Bluewire Media. Email is
kind of like the original social media, and we all use it.
The problem is that now more than ever we are inundated with offers which is
creating inbox overload. So you need to always be delivering value to your
email subscribers and making your emails worth opening.
Use your flagship piece of content to entice website visitors to give up their
email address, and then build trust with them with valuable content over email.
Action Item: Use email marketing to continue the conversation with website
visitors after they have downloaded your flagship piece of content.
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15. SOCIAL MEDIA AND
DIGITAL STRATEGY
Make sure you set up accounts or pages on all of the social media sites. You
don’t need to use them, but secure the URLs anyway.
Integrate social media with your website by publishing helpful content and
enabling sharing. Be active on social media, watch and listen to what is being
said. Then join in the conversation when it is necessary.
Linkedin, for example is like a modern day rolodex - the new way of
exchanging business cards. One of the coolest things about LinkedIn is that it
can also act as your CRM (customer relationship manager) by setting up
reminders, notes, tags, and how you met someone.
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16. This feature on LinkedIn turns your follow up networking into a system for you.
The more you engage on LinkedIn, by joining similar groups as your prospects,
connecting, listening to conversations, giving referrals, recommending them -
the more you will get out of it. The law of reciprocity kicks in.
Then there is a platform such as Twitter. Twitter can be noisy, but never before
have we had such direct access to influential figures in the world. The Queen,
Pope and President all have Twitter accounts. This doesn’t mean you will
necessarily want to send a tweet to them, but the fact that you can is quite
amazing.
You may choose YouTube, Facebook, Pinterest, or Instagram to grow your
social media audience. In the end, you just need to find the platforms where
your ideal audience are most active. Find them and be present, engage, and
provide helpful content.
If you do this well then social media will tie the rest of your digital strategy
together.
Action Item: Set up accounts or pages on all of the social networks, and then
begin engaging and sharing content on the platforms that are most relevant to
your target market.
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17. This document is © Copyright Bluewire Media and is for students
who have purchased it. Thanks for not sharing it.
PLEASE KEEP THIS PRIVATE
Thanks for reading
the cliff notes of Killer
Digital Strategies.
CLIFF NOTESKiller Digital Strategies
by Adam Franklin