HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit Doyle Buehler - monetize your brand value
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Jul. 26, 2018•0 likes•561 views
HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit Doyle Buehler - monetize your brand value
Jul. 26, 2018•0 likes•561 views
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How to sell more, monetise your marketing, and deliver your remarkable brand value with social selling and digital marketing We often get caught up in the day to day, and actually forget our marketing, or rather think that what we are doing is marketing. While blogs and videos and checklists and ‘tripwires’ are great tools, we need to know how to assemble them into a single, purpose driven strategy. First, I need to ask you a question - Did you know that you could be missing out on 67% of your market? My session will show you how to define this missing market, and develop a digital workflow that will help you assemble all of the pieces of your digital environment so that they are all working together. I’m going to show you: How to Identify the gaps in your business profit models that are costing you potential revenue and increasing your costs How to create and deliver your real value for your perfect audience beyond the single, transactional approach that most businesses currently deliver How to turn social media and online marketing into an active, profit based action, instead of passive, cost-based We often feel overwhelmed and confused about what to do and when. This workshop will show you some key business models and strategies that will help you further develop sales across the board, in all your activities. It will show you how to become strategic, as well as create positive action to further expand your business in the digital space So please join me for my session on “How to sell more, monetise your marketing, and deliver your remarkable brand value online”
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HOW TO CREATE A PURPOSE-DRIVEN MARKETING STRATEGY - Small Business Skills Summit Doyle Buehler - monetize your brand value
- 1. HOW TO CREATE A PURPOSE- DRIVEN MARKETING STRATEGY How to sell more, monetise your marketing, and deliver your remarkable brand value with social selling and digital marketing Doyle Buehler, MBA @doylebuehler
- 2. 1. How to Identify the gaps in your business profit models that are costing you potential revenue and increasing your costs 2. How to create and deliver your real value for your perfect audience beyond the single, transactional approach that most businesses currently deliver 3. How to turn social media and online marketing into an active, profit based action, instead of passive, cost-based Are You In The Business of Chickens or Eggs?
- 3. The Easy Road? “While blogs, videos, checklists and tripwires are all really good tools, we need to know how to assemble them into a single purpose-driven strategy “The fact is business operators could be missing out on up to 67 per cent of their market.”
- 4. Or Are You Farming? How to define this missing market, and develop a digital workflow that will help you assemble all of the pieces of your digital environment so that they are all working together.
- 5. IntroConnectingLeadersToDigital “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?” Get The Book On Digital Leadership doyle@thedigitaldelusion.com Let’s Connect @DOYLE BUEHLER
- 7. Learn the rules like a pro, so you can break them like an artist – Pablo Picasso Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
- 8. 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
- 11. The Digital Revolution Is Here @doylebuehler
- 12. We Now Live In A Massive, Global, Connected, Disruptive Economy @doylebuehler
- 13. Business Is CLEARLY Not The Same As It Used To Be @doylebuehler
- 14. @doylebuehler What is Killing Businesses?
- 15. You Are 1 Click Away from Disaster @doylebuehler
- 16. Are YOU Getting 1 Click Closer? @doylebuehler
- 17. “Show Me The Money!” • Video or still image – Jerry MacGuire • Jerry MacQuire “Moments” – What’s yours?
- 18. Social Selling? No, NOT Transformation @doylebuehler
- 19. It’s Not Just About The “Like”, The “uber-ish” app the “cool” Website, the “amazing” social profile; It’s MORE About the CONVERSATION – About YOUR Story @doylebuehler
- 20. Have You Updated Your Selling Process Lately? @doylebuehler
- 21. How To Sell A Pen
- 22. The pain of social media. Unlike. No real community. No real influence. No leads from social. No sales from social. No profit from social. No known results. Just cost. BUSINESS ONLINE
- 23. • What’s the real story of business online? • Community • Connections • Conversions WHAT’STHEREAL STORYOFBUSINESSONLINE? @DOYLEBUEHLERwww.TheDigitalDelusion.com Conversations+ Community+ Connections= Conversions
- 24. @doylebuehler The Common Thread? Businesses That Understand Their AUDIENCE, Transform & Evolve Become Remarkable.
- 25. What Happens When Nobody Buys From You? @doylebuehler
- 26. You mean not everyone wants to buy my sh*t? @doylebuehler
- 27. “Just because they are not actively shopping, doesn’t mean they will never buy from you!” Definition of a Value Sequence Effective Digital Leadership is about being able to move people into your own conversion/sales/lead value sequence… NURTURE-BUILD value over time NOT just about a single transactional sale
- 28. @doylebuehler
- 29. It’s About Your Online Purpose NOT 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
- 30. Digital Transformation is about redefining your Value Proposition that resonates with your buyer’s journey @doylebuehler
- 32. Current Online “Sales Funnel”? “BUY MY SH*T” @doylebuehler Dolla dolla bills y’all
- 33. @doylebuehler
- 34. And, How Does That Make You Feel Afterwards? @doylebuehler
- 35. It’s A Buyers-Value Cycle, Silly @doylebuehler
- 36. @doylebuehler
- 37. Ready to Get Started? @doylebuehler
- 38. HOT Seat What Is Your Experience With “Selling Online”? What Has Happened To You? Email doyle@thedigitaldelusion.com @doylebuehler
- 39. @doylebuehler@doylebuehler
- 40. “Your brand is what people say about you when you’re not around”
- 41. What is “BRAND VALUE” WIIFM What’s In It For Me @doylebuehler
- 42. @doylebuehler
- 43. “KNOW” You Getting people to KNOW you, means getting out there and producing our value for others to see. This is you, the ‘WHO’, creating media, video, blogs, speaking, conferences - you know - content. @doylebuehler
- 44. “LIKE” You Getting people to LIKE you is really about sharing the same values and underlying behaviours. Being fun, informative, crazy, sympathetic, or some trait that others enjoy about you. This is you, being “authentic” @doylebuehler
- 45. BUT, How Do I TRUST You? Involves 3 Core Ingredients Permission Privacy Personalisation So, I KNOW You & LIKE you… @doylebuehler
- 47. @doylebuehler@doylebuehler
- 48. @doylebuehler
- 49. Zero Moment of Truth? 7 Hours 11 Touchpoints 4 Channels @doylebuehler
- 50. 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 businesses, including your competitors”
- 51. 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? ________________
- 52. Case Study - RedBull • What are they about? – Excitement – Entertainment – “Energy” • Value? – Become a better person – More motivated – “Adrenalized”
- 54. Delivering Value To Your Audience [Nurturing visual] Nurturing the conversation and delivering consistent brand value • [visual of actual pieces in flowchart] • [visual of email sequences] • Delivering Your Value over time = nurturing Del iveryval ueTo your auDience val ueSequenceDevel opmenT inTereST& moTivaTion enaBl inG acTionS Sol uTionS Seemore Do more Havemore viSual S,viDeo,TexTTo capTureTHeimaGinaTion viSual S,viDeo,TexTTHaT reinforceWHaTTHey areTHinkinG WHaTDoeSa “Sol uTion”To your auDiencel ook l ike? BeGinTHe“conver SaTion” anDmovepeopl eTHrouGH iniTial aTm,DepenDinGon neeDS&reaDineSS Seemore Do more Havemore *WHaTcanTHeySee? *WHaTcanTHey Do? *WHaTcan THey Have? HoWcan youenGaGeyour auDience? WHaTuniqueSol uTion Do youproviDe? @doylebuehler
- 55. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
- 57. Productise your Services • Gifts • Products for prospects • Core Business @doylebuehler
- 58. Building A Nurture Campaign Buil ding A nur t ur e CAmpAign Nurt ureSequeNceexampl e“FreedomFrom FiNaNcial St reSS”campaigNSocial media poSt S [daily] audio SouNdbit eS [iNt erviewS] videoS ad campaigNS [Facebook] bl og& art icl eS [l iNkediN, bl og] webSit e empl oyer S part NerS l aNdiNg pagea/b “giFt ”1 checkl iSt email SequeNce email #1t her oadt o Freedom FromFiNaNcial St reSS l iNkSt o:r eal - worl d exampl eSt raiNiNg l iNkSt o:r eal - worl d exampl eSt raiNiNg l iNkSt o:real - worl d exampl eSt raiNiNg l iNkSt o:r eal - worl d exampl eSt raiNiNg email #2Seemore*what caN t hey See? email #3do more*what caN t hey do? email #4*what caNt hey have? email #5put t iNgt hepieceS t oget her “product For proSpect S” cal cul at or page&giFt #2 coNt iNue SequeNceor eNt er New proceSS @doylebuehler
- 59. How Do Most Businesses Deal With A Nurture Sequence? 1. They Don’t 2. “Contact Us” page (cause we just know you are going to give us your credit card) 3. “ABOUT US” page (because we are simply awesome beyond compare) @doylebuehler
- 60. Value Sequence Detail Want a hi-res version? Email me: doyle@thedigitaldelusion.com @doylebuehler
- 61. @doylebuehler
- 62. #3 Maximising Your Brand Value Sequence 1. Define Your audience 2. Detailed “funnel” map 3. Landing Pages 4. Email 5. Content – visuals, video, text 6. Ads 7. Measurement 7El EmEnt st o maximisEYour BrandVal uEsEquEncE What isit hoWit Works hoWt o hack it 1 2 3 4 5 6 7 dEfinEYour audiEncE dEfinEt hEdEtail EdprocEss l anding pagEs mEasur EmEnt cont Ent ads Email managEmEnt Who ar Et hEY,What dot hEYdo, What dot hEYaspir Et o? crEat Ea pErsona t hat idEnt ifiEs Your pErfEct cust omEr t Est /t Est /t Est out l inEt hEst Eps Your audiEncEnEEds. cr Eat Emult ipl Epat hs oVEr t imE Buil dsEquEncEst hat r Espondt o Your cust omEr nEEds dEl iVEr Your st orYacross al l channEl s cr Eat EcompEl l ingcampaignst hat ar Ecl ickEdon BasEdon BEhaViors pErformor diE What st Eps do YounEEdt otakE, t o crEat EYour 7/11/4 dEVEl opkEY,uniquEl anding pagEs t hat focus on a singl Ecampaign, goal or out comEfor Your audiEncE groWYour audiEncEBEYondYour sphEr Eof infl uEncE,Wit htargEt EdBEhaVioral adVErt ising campaigns in conj unct ion Wit h spEcific campaigns andl anding pagEs. t El l Your compl Et Eandr EmarkaBl E st orYt hrough Visual s,VidEo, Branding,t Ext dEVEl opkEYindicat ors of pErformancEt o Ensur Et hat Youar E gEt t ingt hEpropEr r Esult s. haVEt hEt ool s aVail aBl Et o dEl iVEr Your Val uEoVEr t imEVia Email haVEt hEt ool s aVail aBl Et o dEl iVEr Your Val uEoVEr t imEVia Email @doylebuehler
- 63. @doylebuehler@doylebuehler
- 64. Delivering Your Brand Value Summary • Create increasing Value over time • Build Your Know/like/trust Triangle • Create your touchpoints • Understand & Deliver your value to your customer (WIIFM) • Build your value sequence • Create touchpoints, create time = create customers @doylebuehler
- 65. It’s About Your Online Purpose NOT 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
- 66. Trust The Process @doylebuehler
- 67. Whewh – that wasn’t too bad…
- 68. Don’t just stand there staring…
- 69. Download Slide Deck on Slideshare.net (with extra content) bit.ly/doylebuehler33 What To Do Next?
- 70. www.Leadership.Digital
- 71. IntroConnectingLeadersToDigital “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?” Get The Book On Digital Leadership doyle@thedigitaldelusion.com Let’s Connect @DOYLE BUEHLER
- 72. Doyle Buehler @doylebuehler +61 413 106 880 doyle@dept.digital
- 73. 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
- 76. I’m Giving Away A Paperback Copy of My NEW Book on Digital Strategy - “#Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority” For the BEST Question, Comment OR Your BIGGEST Challenge/Fear of Online Just Tweet! @doylebuehler #breakthrough Start Your Transformation Journey Breakthrough.Digital
- 80. Book a Complementary Digital Breakthrough 15 Minute Strategy Session To Help You Get Clear Of The Clutter & Find Your Focus Online http://bit.ly/strategycalendar
- 81. @doylebuehler
- 82. Not Just About The Selfie @doylebuehler
- 83. Not About Cute Kittens @doylebuehler
- 84. Nor About Cute Babies @doylebuehler
- 85. Digital Is Really About YOUR Community @doylebuehler
- 86. Online Ain’t What It Used To Be @doylebuehler
- 87. Buy The Numbers 10% - Growth of Canadian online retail market per year $1310 – What the average Canadian Spends online 5 Years – Sales online will outpace overall retail market 46% - Number of businesses in Canada with a website $39 Billion – The amount that Canadians will spend online by 2019 (retail) Sources: http://etailcanada.wbresearch.com/media/1003521/57985.pdf https://cira.ca/sites/default/files/public/Ecommerce-Factbook-March-2016.pdf @doylebuehler
- 88. #1 Define Your Audience @doylebuehler
- 89. #7 Performance Measurement You Can’t Measure What You Can’t See? @doylebuehler
Editor's Notes
- How To Monetise Your Brand Value Online. Real world social selling for businesses and entrepreneurs wanting more customers, sales, leads and profits By Doyle Buehler
- Sometimes we get a bit confused about what business we are really in – this is where strategy helps to focus and reinforce. It doesn’t matter if you are in the chicken or the egg business – you just need to be good at it.
- I run a global strategic digital marketing & training agency, teaching about how we can change digital marketing for the better, to make it easier to understand and easier to implement for all businesses. I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership I’ve been in the digital space for over 15 years I help enterprises & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- 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.
- Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
- 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.
- What are your biggest challenges online? Please share @doylebuehler
- -How do you create a disruptive mindset, a disruptive environment, a framework to point you in the right direction? **Q - Who believes that they have been or are being “disruptive”? Who feels they are being disruptive in their marketplace?
- Disruption has a big appetite for companies that don’t think strategic, that don’t think for the long-term So what if you are the big kid on the block? Can you fail as well? They failed to deliver real value. With or without the internets
- Think of it this way. We are also one click away from disaster Your finger is a pretty important piece of “hardware” The power of the click is actually connected to the human desire to connect. It is more than a click, it is a finger that is actually attached to a human, your customers. Your customer of today clicks on value to them, or WHATS IN IT FOR ME
- TO actually connecting with your audience. To making a real connection. To creating value that grows and scales what you are doing. That disrupts your industry To creating your own disruption
- Disruption is a journey for the long term – you need a framework, a strategy to support you on this journey
- But what about social selling you’re probably asking? And social selling only you gets you so far. No – If you think that success in digital is based on having a website, some social media and creating selling channels with social, then you’ve truly missed the point.
- It’s more about creating the connections.
- How To Sell A Pen What Are Your Assumption about online? What do YOU do when you walk into a REAL LIVE STORE?
- What really is “social selling?”
- The pain of social media. Unlike. No real community. No real influence. No leads from social. No sales from social. No profit from social. No known results. Just cost.
- What are they really doing? Leveraging existing technologies that we ALL have access to
- Do you feel all alone?
- I’m going to show you some revolutionary concepts that will make or break your company over the coming years Know/Like/Trust [venn diagram?] Google ZMOT NURTURE through an ASCENSION MODEL Your digital ecosystem
- 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.
- 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”? Source: Callun Rush
- This is your real value and your online goals. Do you agree or disagree? This is what a social media strategy will do
- If you’re not in the game, you won’t be playing tomorrow. I’m going to be taking you on a journey of what happened to some, what is happening, where we are headed, and how you can set the stage for what you really need to be doing to drive value and customers
- Current Websites Contact Us page Where is the VALUE Dolla dolla bills y’all
- Funny fact – toilets do in fact swirl the other way in australia – I’ve tested it Would you like to be in this funnel? Neither would your audience
- How does that make you feel afterwards? Exactly.
- If you can deliver value, over time, you will grow your business
- The ultimate goal? Stop hoping digital works
- It’s easier than you think. It will only hurt a bit
- It doesn’t matter if you are dealing with millenials or gen x or boomers… it is all about being personal
- Your Customer may not be “scared” to trust you, they just want and expect you to be accountable to them
- You may think it is a lot, but it is a start
- Take some time to answer these questions. The more detailed questions are in the resources page
- What can they then talk about?
- How do you build a value sequence?
- TABLE
- VISUAL – Make these into an “equation”
- This is your real value and your online goals. Do you agree or disagree? This is what a social media strategy will do
- Not sure who enjoyed that more…
- I have some new items up there – new worksheets, new resources
- Is your digital leadership affecting your business? – take the digital leadership quiz now
- I run a global strategic digital marketing & training agency, teaching about how we can change digital marketing for the better, to make it easier to understand and easier to implement for all businesses. I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership I’ve been in the digital space for over 15 years I help enterprises & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- Discover Your True Digital Leadership Potential What do I do? I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- “There has never been a better time to own your future online with your business. The success of you and your business is ONLY about building your knowledge base, using the tools that you have, and being smart about what you do and how you do it. Stop wasting time, money and resources on solutions that don’t provide a clear vision, a clear strategy, and more importantly, a key way to implement what you have learned. Stop the self-perpetuation of the things that are wrong with the online world. Refuse to be segregated or preached to. Become the Master of your Digital Domain. Now is the time to become the digital leader, the authority in your niche.” Build your Online Empire
- How to start to engage with your audience to get INFLUENCE TO ACTION for people who ask great questions. This is my book. For good questions. Author: The Book on Digital Leadership for businesses – The Digital Delusion.
- Discover Your True Digital Leadership Potential What do I do? I help enterprise & entrepreneurs grow their online ecosystem, business and sales, through digital leadership
- Back a decade ago, online was hard. Now it still is, and it is also confusing! $250,000 was a big investment; tech was expensive. Since then DIY came in, with free websites and everything else. So there was a huge proliferation in all of the websites that were going “online”. The new problem is how to connect all of the different pieces together – the social media, the SEO, the website, the lead generation, and of course the Return on Investment.
- Source: http://etailcanada.wbresearch.com/media/1003521/57985.pdf
- Defining Your Audience – who are they and what do they like?