The document outlines an agenda for a digital marketing workshop covering topics such as digital strategies, buyer personas, lead magnets, landing pages, and email marketing. The workshop is led by Franklin Adam and includes discussions of case studies, templates, and tools to help attendees improve their digital marketing. The document provides guidance on developing an effective content marketing and lead generation strategy using tactics like email nurturing sequences and autoresponders.

1. @Franklin_Adam
Welcome

2. Today’s agenda
9am Document your Digital Strategy & Ideal Buyer Personas
11am Uncover your Lead Magnet (aka your flagship content)
1.30pm Writing your Landing Pages
3.30pm Email marketing nurturing with sequence/autoresponder/
funnel
5pm THE END

3. Tweet Tweet!

6. It won’t work
No time
I can’t do it

7. If I can help INCREASE your leads &
sales this quarter….
(without dragging you away from
what you do best)
… is that worth it?

8. LISTEN…

9. mention.com

10. Knocking on doors & cold calling
The STRUGGLE…
• Always chasing
• Always pitching
• Doing free work
• Repeating ourselves
• Feast or famine
• Lowering our price
• Wrong clients
• Argh…@#$ !!!

11. ….A=rac>on business!
Had to be
a better
way…!?

12. Why?

13. Your Digital Business
Strategy

14. Tweet Tweet!

15. Tweet Tweet!

16. Web Strategy Planning Template (free download)
How to document your own digital marketing strategy

17. How to document your own digital marketing strategy

18. How to document your own digital marketing strategy

19. How to document your own digital marketing strategy

20. How to document your own digital marketing strategy

21. How to document your own digital marketing strategy

22. How to document your own digital marketing strategy

23. How to document your own digital marketing strategy

24. How to document your own digital marketing strategy

25. How to document your own digital marketing strategy

28. Nicola
Marketing Manager

29. Tweet Tweet!Buyer persona
Nicola
• Corporate marke>ng
manager
• Interested CEO +
Suppor>ve IT
• 4 days a week
• wants to be #1
• webify her marke>ng

30. Tweet Tweet!Buyer persona

31. Tools to attract leads
Nicola
Marketing Manager
Buy a course or coaching
Enquire via website
Subscribe via email
Download a template

33. best selling book & free templates
case studies & personal guarantee

34. best selling book & free templates
case studies & personal guarantee
Google and Facebook
Marketing peers

36. templates, articles and videos
marketing templates
Facebook, email

37. templates, articles and videos
marketing templates
Facebook, YouTube, email
create a lead magnet
set up a landing page
write a guest blog post
start a podcast

39. 100
300
1,500
2,000

40. “How valuable has it been
so far?”
Morning tea
Back at … 11am

41. Lead Magnets

42. 50,000 downloads
42
Email marke>ng
@Franklin_Adam
Lead magnets
@Franklin_Adam

43. 43
Email marke>ng
@Franklin_Adam
Lead magnets
@Franklin_Adam
• 42% on homepage
• 40% landing page
• 46% for 33 template
bundle
• 9% Exit pops
• 90% traffic from Google
50,000 downloads

44. 44
Email marke>ng
@Franklin_Adam
Lead magnets
@Franklin_Adam
Collaboration with David
Meerman Scott

45. Tweet Tweet!Flagship content
• you are known for it
• useful
• valuable
• you give it away

46. 46
Email marke>ng
@Franklin_Adam
Lead magnets
@Franklin_Adam
• 325,000 email
subscribers
• 10-15k subs per
month. It's around
90% landing pages,
10% blog posts and
opt-in boxes.”

47. 47
Email marke>ng
@Franklin_Adam
Lead magnets
@Franklin_Adam
50k opt-ins

48. “How valuable has it been
so far?”
Lunch
Back at … 1.30pm

49. Landing Pages (aka Opt-
in pages)

50. Tweet Tweet!SumoMe Listbuilder

51. Tweet Tweet!Welcome Mat

52. Tweet Tweet!Landing Page - main offer

53. Tweet Tweet!Social Proof

54. Tweet Tweet!About you

55. “How valuable has it been
so far?”
Afternoon tea
Back at … 3.30pm

56. Email marketing & lead
nurturing

57. Email Marke>ng
$1 spent
$41 return
Email marke>ng
@Franklin_Adam

58. Email is best. Remember 1995?

59. Email autoresponders
Source: Pat Flynn

60. Real Estate Case Study: Ben Wakely
1. Lead magnet

61. Real Estate Case Study: Ben Wakely
2. Landing Page

62. Real Estate Case Study: Ben Wakely
2. Landing Page 3. Identify yourself

63. Real Estate Case Study: Ben Wakely
4. Thank You Page

64. Real Estate Case Study: Ben Wakely
4. Thank You Page 5. Email

65. Real Estate Case Study: Ben Wakely
6. Email autoresponder 7. More value

66. Real Estate Case Study: Ben Wakely
8. Call to Action for Appraisal
(and vendors calling him…!)

67. ProBlogger Job board

69. 69
Headline wri>ng

70. Tweet Tweet!Sample Email series
Sequence Structure:
Day 1: Problem - Intro the big problem that the class solves and tell a story
about it.
Day 2: Agitate - Talk about stupid stuff people do that makes the problem
worse
Day 3: Solve - Tell a story about how someone solved it and prep them for
tomorrow.
Day 4: Action - Give them a small exercise they can do to get a quick win.
Day 5: FAQ - Answer 3 popular questions about the problem and solution
Day 6: Tools - Go over 3 popular tools or resources that can help solve the
problem
[If they engaged with 2 or more of the above emails, promote your product or
service.]

73. 73

74. bluewiremedia.com.au/trello

75. Small Business Digital Grants Program
Available funding
Matched funding of up to $10,000 (excluding GST) may
be provided to eligible businesses for the purchase of
hardware, software and services (such as digital
coaching). The minimum grant funding is $1000.

76. Small Business Digital Grants Program
Available funding (…continued)
• The business must show that the digital technology
or service purchased and adopted will enhance the
digital capabilities of their business and help them to
be more competitive and employ more staff.
• Payment will be made directly to the business on
completion of the project and on presentation of
proof of payment for the product or service.

77. Small Business Digital Grants Program
Eligibility criteria
• Fewer than 20 employees at the time of applying for the grant
• have an Australian Business Number (ABN) and be registered
for GST
• be based in Queensland
• have a turnover of $2 million or less in the last financial year
• declare if any owners or directors of the business are an
undischarged bankrupt or insolvent.

78. Small Business Digital Grants Program
Eligible for funding
• Training
• Consulting
• Implementing
• Content creation
• Customisation
• Selling online
• Strategy development
Not eligible
• Software
• Advertising spend
• Maintenance of
technology
• Hosting
• Salaries
• Retrospective payments

79. Small Business Digital Grants Program
Important dates
Round 3 is now open and closes on 24 October 2017 at 5pm.

80. ??
?
How do I get it all done?

81. adam@bluewiremedia.com.au

82. Email: adam@bluewiremedia.com.au
Subject: Templates
Bluewire News
“No, thanks” = No Bluewire News

83. adam@bluewiremedia.com.au

84. 84
adam@bluewiremedia.com.au

85. adam@bluewiremedia.com.au

86. adam@bluewiremedia.com.au
Thank you
Tweet or Instagram
me your notes
@franklin_adam
@adam_franklin