Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler

Future-proofing Your
Business With A
#Breakthrough Digital
Strategy
Doyle Buehler, MBA
@doylebuehler
Cutting Through The Chaos
Real World Knowledge
to Survive & Thrive In
The Age of Digital

Is This What Chaos Looks Like?

Do you want to Create ORDER from
the..

What’s Your Inflection Point?
@doylebuehler
What is the point that you will ‘change’ for the better?

*In business for 17+ years
*Built multiple tech/ecomm startups
*Expanded around the world
*Top 40 Fastest Growing Company in
Canada & #1 Fastest in the State
*Agency work with Fortune 100 Co’s
*Run a Global Strategic Digital Consultancy
Strategy & Storytelling for
the digital age.
@doylebuehler

Today’s Agenda
1. Check-in & introduce yourself
2. Lots to go through in 2 hours
– Be active & participate & ask questions
– Have fun
3. Take Photos & videos – please tag
4. Your folder/worksheets
5. Your Goody-bag
6. Make a PLAN forward!

Isn’t it cool - It’s the greatest time
in history, as we have access to
literally billions of people around
the world.

It’s also the worst time in history,
because we have access to… literally
billions of other people around the
world.
Competition is fierce;

It’s never been easier to
get your ideas out there
with social media &
digital, but it’s the
hardest time because
there is so much more
noise out there
HOW do you GROW With
digital?

Wasn’t Digital Supposed to SAVE your
business – not destroy it?

Wasn’t Digital Supposed to make
business EASIER?
LESS complicated?

What Happens When Nobody Buys From You?

Where Could You Be?
Where Could You Grow?

A website by itself doesn’t work -
most of them are just brochures.
Build a website and no one shows up,
SEO doesn’t really work anymore, the
confusion for traffic. People going to
your website and nothing happens - is
the website a problem or is it traffic,
which ads should I buy…? If your
toolbox only has a hammer, every
problem is a nail, content marketing
for ‘free’ traffic...takes 6-12 months,
doesn’t always work. Is it the website
or is it the agency? Can’t figure out
who to blame. What’s missing from
this picture - The Strategy.
It’s no longer just about your posts and likes.
It's not about the number of fans. But, I'm sure
you've already realised that.

Can’t figure out who to
blame?
What’s Your Strategy?

• What’s the real story of business online?
• Community
• Connections
• Conversions
WHAT’STHEREAL STORYOFBUSINESSONLINE?
@DOYLEBUEHLERwww.TheDigitalDelusion.com
Conversations+
Community+
Connections=
Conversions

You're only one click away from your competitors.
Businesses without a solid digital strategy for their
business will not be able to breakthrough the
clutter and noise of what is there and what is
coming.

What does 2020 hold?
Weren’t we supposed to have flying cars?

It's going to be a brave, new digital world in 2020 - but only for
those businesses who take the time to create an effective
strategy that aligns their value with what their audience is
actively seeking to solve their challenges. And, a strategy that
helps your business correct itself upright under all conditions
that you encounter.
@doylebuehler

YET…
WeWork founders did not get their startup to a $47 10
billion dollar company in just 9 years by constantly
posting on social.They had a purpose. A Story.They
took us on a journey.

Wework - knows the journey of their audience
Uber - knows the journey of their audience
Airbnb - knows the journey of their audience
Do you?

In the Digital Age,
journey matters now
more than ever for
GROWTH.
If you have a strategy you can tell
your true journey. You can GROW
your business with a journey.

The journey is what gives your
customer clarity & certainty about
their future.
This is your strategy. You control the
narrative, the roadmap.

The keystone concept
First, we need a Growth
Framework; a ”Keystone”
methodology to hold all the
pieces of digital, “up”.
Your Business IS DIGITAL
& it is a Journey

Roman coliseum
Every Great Business Has
An Even Greater
Foundation

@doylebuehler
But what amazing
things you can do
with it.

Yet, It Doesn’t Always “Work Out”
There Are Still CHALLENGES With Digital

There has to be a better way
There has to be an EASIER way

How Do We Build Your Story,
Your Strategy.

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

The “Missing Bullets” is
your strategy.
“The armor doesn’t go where the
bullet holes are. It goes where the
bullet holes aren’t: on the engines”
– Abraham Wald
We have to look
deeper… the
“answer” is not
always right in
front of us.
@doylebuehler

What Are Your Biggest Challenges Online?
I experience these
challenges:
1. _____________
2. _____________
3. _____________
These are the obstacles I
see:
1. _____________
2. _____________
3. _____________
This is what really scares me:
1. _____________
2. _____________
3. _____________
This is where I want to be:
1. _____________
2. _____________
3. _____________
This is where I am now:
1. _____________
2. _____________
3. _____________

"Fears" of Online
Is there a market?
Transparency
Who does
'what', exactly?
What am I
supposed to
do?
Being off message
Risking my
online reputation
Bad experiences
Left feeling exposed
Incompetence
of others
Not sure what to do
Do I have enough
knowledge to be
dangerous?
Where does the
money go?Is there a guarantee?
Assuming it will work
Assuming it will
take care of itself
Is it worth the effort?
Who takes responsibility?
Abdication
Return on Investment
No results
Being judgedToo technical
Crossing the
digital 'barrier'
Credibility of provider
No authority
Conveying status properly
Techno-babble
No one can
really 'know' me
How to measure
Who can I trust?
Conscious
Incompetence
Proof
Don't know
where to start
No authority
Unsure of valid results
Unknown steps to take
Missing out
Not sure what to ask
How to present
business properly?
Improper branding
Status
Rules & compliance
Enough knowledge
What Are
Your Biggest
Fears of
Online?

BE KNOWN
THE Choice
THE Answer
The Solution
Your Digital Challenge
Become The OUTCOME

Your Digital Challenge
1. We want to BE SEEN as: ____________
2. We want to BE HEARD as: ________________
3. We want to BE UNDERSTOOD as: __________
4. We want to be KNOWN for: ____________

The Disciplines of
Digital Leadership

The Business
Breakthrough Model

The #Breakthrough Digital Strategy Framework

The #Breakthrough Digital
Strategy Framework
1. Unleash your digital genius
2. Create a remarkable story worth
remembering
3. Build a compelling strategy that
delivers your unique value

#2 Content Planning
& Creation

What is Content?
• Not just a “blog”
– Ebooks, checklists, webinars, videos, web text, images,
infographics, stories, books, course, training…
• Educating Your Audience
• Creating awareness of ‘you’ (Profile/personal
branding)
• Informing about their “environment”
• Focused on YOUR keywords

What About Keywords?
• Yes, research!
– https://neilpatel.com/ubersuggest/
– http://www.semrush.com/
– https://answerthepublic.com/
More so, they distill out as PART of your VALUE
statements, Your digital strategy, and your specific
content!

• In your mind, what is the single most
important piece of information or knowledge
about your company?
• What are the top 5 “Hot Button” issues that
are relevant to your clients and prospects?
• What questions do most people ask or look
for, about you and your business? (FAQ/SAQ)
Not All Content Is Created Equally

#4 Video Content
& Visuals (Branding)

“The use of images, videos,
infographics, presentation
and other visuals on all
online digital channels to
craft a graphical story
around your key brand
values and offerings ”
Visual Storytelling

DS-410: FRAME 4 - Branding, Visuals, Videos Planning Canvas I Created By Doyle Buehler
Project: _________________________
Your Strategic Architecture Summary
Describe in detail, sweetspot, inflection point
Your Strategic Architecture Domains & Accelerators
Domain 1
Domain 2
Domain 3
Positioning
What we hope to "be" in our audiences' minds,
compared to other companies
What is the active interest in your business? What Is Your “Pitch”
Why do people buy from you?
Purpose
What we are in business to do
Mission
Beyond the economics, why it is worth doing?
Composition
How we are best seen to be structured to achieve
our purpose
Culture
The distinctive shared behaviors that best support our
common purpose and mission
Brand Personality.
Our chosen style and manner
DS-410

Have Your Created A Website Specification To Capture These?

You’re Doing It Wrong IF…
If You Have to Tell ‘Me’ How to
Get Around Your Site
Thinking Cute and Clever Leads
to Conversions
What’s In It For ‘Me’ WIIFM?
Expecting a Contact Us Page to
work as a lead generator

Question You MUST Ask
Yourself About Your Website
1. What is the purpose of your website? Leads? Sales?
Information? Be specific.
_______________________________
2. Does it currently work with your strategy and your content?
____________________________
3. What is it that you feel does not work properly, or you would
like to improve._____________________________
4. Do you have a content management system?
____________________

Can’t Sell? Neither Can Sales People
• 48% of sales people never follow up with a prospect
• 25% of sales people make a second contact and stop
• 12% of sales people only make three contacts and stop
• Only 10% of sales people make more than three contacts
• 2% of sales are made on the first contact
• 3% of sales are made on the second contact
• 5% of sales are made on the third contact
• 10% of sales are made on the fourth contact
• 80% of sales are made on the fifth to twelfth contact

@doylebuehler
“AKA
Clickfunnels”

Current
Online
“Sales
Funnel”? “BUY MY SH*T”
@doylebuehler
Dolla dolla bills y’all

ATM
• [visual of ATM]
Source: Daniel Priestley, Key Person of Influence

Word Of Mouth Only Goes So Far

How To Create A Successful Ad
Campaign
Step 1: Identify Your Persona
Step 2: Identify Your Channel(s)
Step 3: Clarify Your Purpose
Step 4: Set Your Budget & DEFINE Your ROI
Step 5: Develop Your Messaging & Visuals
Step 6: Run a Test program
Step 7: Use Remarketing Pixels
Step 8: Measure, Test, Optimise

Analytics/Performance
• Baseline – take one – use Google
Analytics & Insights
• Ads provide extra level of details
• Objectives – what are they
• Optimisation – yes, back and
forth
• KPIs – what are you measuring
• ROI – What is it, how?

@doylebuehler@doylebuehler
3 Simple Steps
to Digital
Transformation

Zero Moment of Truth?
7 Hours
11 Touchpoints
4 Channels
@doylebuehler

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

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”
@doylebuehler

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? ________________
@doylebuehler

Strategic Architecture “Foundations”
• VALUE: The Value I’m Delivering is: _______
• COMMUNITY: My customer/audience is:
_______
• ECOSYSTEM: My “Product” flow is:
__________

Your Value
Foundation
Process
1/2/3/…
Mistakes
1/2/3…

Your Value Foundation
Problem 1:
Problem 2:
Problem 3:
Prize 1:
Prize 2:
Prize 3:
Process (Step) 1:
Process (Step) 2:
Process (Step) 3:
Mistake 1:
Mistake 2:
Mistake 3:

Your Community
Foundation – Empathy
Map

Next Steps
• “Distill” Your core concepts
from answers
• Create your three core
“foundations” or Domains of
– Your Value Foundation
– Your Community Foundation
– Your Product Foundation

Case Study - RedBull
• What are they about?
– Excitement
– Entertainment
– “Energy”
• Value?
– Become a better person
– More motivated
– “Adrenalized”

@doylebuehler
3 Simple Steps
to Digital
Transformation

“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
@doylebuehler

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

You mean not
everyone wants to
buy my sh*t?
@doylebuehler

Productise your Services
• Gifts
• Products for prospects
• Core Business
@doylebuehler

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
exampl eSt raiNiNg
l iNkSt o:real - worl d
exampl eSt raiNiNg
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

ATM
• [visual of ATM]
Time to Practice

My Ascending Transactions
1. My Gifts Are: A/B/C_________________
2. My Product For Prospects Are: A/B/C_______
3. My Core Business Products Are:
– Gold ____________
– Silver ____________
– Bronze ____________

What Are YOU Going To
“TALK” About?

7 Categories Content Ideas Planning Canvas Project: ________________ Created By Doyle Buehler
CURRENT
Hot Button: What are the "Hot Button" and/or issues
that are currently relevant to your prospects?
SECRETS
What Nobody Tells You: Sacred cows, or hidden
information that people within your industry do not
want others to know, whether deliberate or not
QUESTIONS
Q&A: My clients often ask me about X…
SAQ: Should Ask Questions - are questions that you
would like more people to ask, as they relate directly
to what you are doing
FAQ: Frequently Asked questions are questions that
a lot of people ask
RANTS & MISTAKES
Rants: Something that really annoys you
Mistakes: Biggest mistakes I see in XYZ industry
are… and they can be avoided by…
WINNING & LOSING
Winners: Use your clients that have had a really big
success and talk about it.
Losers: Stories about "I sat down with a prospect
and his biggest problem was… and if he had only
done XYZ…
ACTION
How To: … this week I want to show you how to…
Checklists: Simple steps for your clients
BONUS Content Ideas & Insights:
What additional insights can you develop?

Content
Article
Generator
Content Article Generator
Article Concept &
Focus
Type What Is It? Your Turn… (Your text goes here!)
Headline Get my attention.
Use Headline
Generator
www.aminstitute.com/
headline
Sub-Headline Sell it to me.
How will it solve my
problems and get me
what I want, without
pain?
Context What am I doing
wrong? Why aren’t I
getting what I want?
Paint me a picture
Value Give me a quick fix.
Bullet points, please.
Yeah, but... Overcome my
objections. Prove it
will work for me.
The Point Sum it all up.
Reinforce I do x I will
get y
Next Step I want more - what
can I do? What’s next
in the journey?

How to ‘ZMOT’ Your Digital
Ecosystem
WATCH
• 5 Content Videos
• 2 CTA Videos
• 1 Landing Page video
READ
• Scorecard Report
• Free Chapter
• 5 Articles
LISTEN
• Soundcloud links
• 3rd party podcast
• Own Podcast
DO
• Diagnostic Scorecard
• Templates/Tools
• Exercises/Canvas

Digital Asset Hierarchy Landscape
Value of Digital Asset
PerformanceofDigitalAsset
*Videos
*Blog
*Gift
Low Performance &
Low Results
High
Performance &
High Results
*Social Media
*Social images
*Webinar
*Guide or
Checklist
*Podcast
*Workshop
*Diagnostic or
Assessment
*Value
Sequence
*Mastermind

#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

Landing Pages for GIFTS &
Product For Prospects (P4P)

Landing Pages: Putting It Together
1. Your “One Thing” (Gift/P4P) _________
2. Your 3 Reasons (why) i/ii/iii __________
3. Your Bonus (extra value/low cost)
____________

Tools you will need
• Email management/CRM
– AgileCRM
– Ontraport
– Mailchimp
– “Download” form
• Autoresponders/automation
– Active Campaign
– Ontraport
• Landing page “builders”
– Clickfunnels
– Leadpages
– WP/onsite

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

What Can You Spend?
LEADS
Appointments
Presentations
Sales
Cost Per Lead
3 Sales x $1000/sale
Cost of Marketing
Cost Per Lead

Dept.Digital Breakthrough Digital Strategy Focus Planner (A3)
Name: ___________________
Project: ___________________
Strategy Domain 1: Strategy Domain 2: Strategy Domain 3:
90 Day
Cycle
Month Strategy Focus (Domain) Content Focus & Topics Social & Sharing
Focus
Website
Alignment Focus
Campaign & Selling
Focus
Advertising &
Automation Focus
1
1
1
2
2
2
3
3
3
Focus
Planner

Whewh – that wasn’t too bad…

Trust The Process
@doylebuehler

Action Plan - What Are Your Next Steps?
Strategy Content Social Branding Website Selling Ads
Objectives
Timeline
Details
Measurement

You Don’t Need To Be
Albert Einstein To Be
A #DigitalGenius
It’s your strategic thinking

The Future of Your Business Depends
on You Developing Your Digital Genius
• Being Competitive in the digital
environment
• Developing New Customers Online
• Demonstrating “Digital Leadership”
• Understanding & Knowledge about
what works online and what doesn’t

You just need to be able
to tie all the pieces of
your digital ecosystem
together…
…properly

What’s Your Digital Genius?
Skills & Leadership in Social
Awareness&Knowledge
ofSocial
Digital Genius Zone
Clarity & Certainty –
understanding of
Social to GROW &
SCALE within business
Thought Leader or “Guru”
Zone
Good ideas, but little
knowledge to grow/scale
within business with Social
Disrupted Zone
Overwhelmed, confused,
non-competitive (analysis
paralysis
Technician Zone
Knows ‘social’ but
can’t fully implement
within business
@doylebuehler

What’s Your Digital Genius Score?
• Digital Awareness 1 to 10 _____
• Digital Knowledge 1 to 10 _____
• Digital Skills 1 to 10 _____
• Digital Leadership 1 to 10 _____
@doylebuehler

Digital is harder.
If you’re not prepared.

The #Breakthrough
Strategy
Your ”Keystone”

Think of it like 7 Buckets…
To organize your workflow… & put out fires

Capture.
Your SOLUTION with THEM.

@doylebuehler
What’s Killing
Businesses?
*A total of 250,242 entities were deregistered from the Australian
Securities and Investments Commission by June 30 2018
*According to the Australian Bureau of Statistics, more than
60% of small businesses cease operating within
the first three years of starting.

You have two main
challenges to make
sure that you’re not
going to be a
statistic:
Your Digital Strategy Challenge

1) Develop a #BREAKTHROUGH Digital
Strategy for your Business - Writing the
Story That will Inspire Your Ideal Customer to
Invest in a better future with you.
2) Delivering Your Story Online - getting all
the digital pieces correct so you can put your
story out into the world.
Your Digital Strategy Challenge

What’s 1 Degree off Course?
Strategy flies the
course.

But clear
implementation is
always important.
😂 😂 😂

Become The
OUTCOME
BE KNOWN
THE Choice
THE Answer
The Solution
Your Digital
Challenge

Resources Summary
• Download Presentation
• Download Canvasses
• Join Members Group
• PDF Book Copy

The Digital Revolution Is Here
@doylebuehler
Are You Ready For It?

http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
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Please Find & Follow Me On Social

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