How to develop a digital strategy with the proper usage of your website as a digital asset. Websites are not all created equally - discover what the should all have in order to develop the deep customer solution online.

1. @doylebuehler
Doyle Buehler
5 Mistakes Everyone (Else)
Makes With Their Website

2. 3 Simple Things You Will Learn
1. The Knowledge
• What Does It Mean?
• How Does It Affect Your Business?
• Case Studies/Samples
2. The Tools
• Toolkit
3. The Process
• How To Overcome It

3. 5 Mistakes
Everyone (Else)
Makes With
Their Website
The KNOWLEDGE

4. What’s Going ‘On’
Online?• Too many distractions
• WIIFM
• No strategy
• No content
• Working too hard
• No time
• No resources
• No measurements
• Too many competitors
• Not open source
• No analytics
• Too confusing
• Too much clutter
• Spending too much Money
• No results
• No way to measure results
• Not working hard enough
• No experts
• No traffic
• No money
• SEO stuff
• Social media?
The 3 Big ‘Ds’
Disillusioned
Disenfranchised
Distracted

5. N‘o Money
N‘o Time
• Are You committed:
Time?
– How Much Time
• Are You committed:
Money?
– Only ‘smart’ money
• Are You committed:
Process?
– What Systems do you
have

6. The Mistakes
The Missing 5 ‘Cs’ of Websites
1. No Connections
• Where is your digital ecosystem?
2. No Content
• Are you a do-er or a copy-er?
3. No Congruency
• What is your brand about?
4. No Consistency
• Where is your strategy?
5. No Conversions
• What are you actually selling?

7. MISTAKE #1: No Connections
Where Is Your Digital Ecosystem?
• Audience?
• Social Media?
• Analytics?
• Advertising?
• Videos?
• Visuals?
• Content Channels?
• SEO?
• WEBSITE – Are you driving people BACK to your
own online assets?

8. Are you able to use all
of them effectively,
simultaneously?
What Parts of
Your Digital
Ecosystem Are
You Using?
Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales,
Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images,
Strategy Plan, Training, Content Creation…

9. How to Grow you
Audience Connections
• Reciprocity – SHARE LIKE COMMENT
– As ‘your’ business & personal profile
• Interest Followers & Leaders – Key People of
Influence in Your Industry
• Add YOUR content to the mix
– Value?
– WIIFM?
• Be proactive & Outgoing
– “ASK” to connect for personal pages
– 5 Minutes/day

10. How Can You Create Connections?
• Technical Side
– Build out website keeping in mind all of the parts of your
ecosystem, and how you can fit them together
– Connect all channels, so people can access you from
anywhere
– Mobile/responsive
– Connect all the tools – analytics, dashboards,
measurements, goals
• Expertise Side
– Share your knowledge
– Invite people
– Become a digital leader

11. https://roadtrippers.com/

12. Mistake #2: No Content
Are You A Do-er Or A Copy-er?
• What channels are you using?
• Are you moving your audience BACK to your website?
• Who are your content partners?
• Is it original?
• What problem are you solving?
• How often? When? Why?
• NOT just a ‘blog’ or social media posts – think of yourself as a
magazine magnate on your OWN website
– Updated web content
– Webinars
– Ebooks
– Seminars
– Landing pages

13. The Content Equation. Are You A Leader
or Follower?

14. Your CONTENT Drives Your
Audience: How Can You Create
Content
• Deliver YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
– Is it relevant?
• Define what channels are priority for your content
• Connect your website to your content
• Create your own digital leadership with your content

15. http://5secondfilms.com/

16. MISTAKE #3: No Congruency
What Is Your Brand About?
• What is your brand essence? What are you about?
• Your visual brand?
• Your video brand?
• Your content brand?
• Your website brand?
• Your social media brand?
• Is your brand congruent across your entire digital
ecosystem? Does it mean the same thing, regardless of
where your audience finds you?
– Not just your logo.

17. How Can You Create Congruency?
• Define your Branding in terms of your
audience value
• Utilise your web Platform that allows you to
deliver your message with what your audience
sees, hears, views, understands

18. http://www.mediabistro.com/

19. MISTAKE #4: No Consistency
Where Is Your Digital Strategy?
• What value are you delivering?
• What are you best at?
• Who is your customer? Who is your audience?
• Are you appealing to ‘them’?
• Are you relevant to them?
• Are you delivering the same message?

20. What is A Core Digital Strategy?
Note to self: Social Media is NOT a Strategy 

21. How Can You Create Consistency?
• Design your strategy, or strategic architecture
that is based on your inherent value
• Answer the “WHY”
– WHY would someone buy from you?
– WHY should they care?
• Build your web platform that reinforces this
value
• Utilise your digital ecosystem that delivers
your strategy to directly to your audience

22. http://www.redbull.com/au/en

23. MISTAKE #5: No Conversions
What are you actually selling?
• Where is your conversion funnel?
• NOT just for ecommerce sites, either
• How are you getting leads?
• Landing pages?
• Audience/Buying Stages?
• Gifts & Free Downloads
• Part of your digital ecosystem?
• About US – NOT about ‘me’
• Have you automated?

24. Are You Missing 67% of
Your Market?
The people that are perfect, ideal clients for you
can be broken down into the following
percentages:
• 3% - “ACTIVELY” Shopping & Ready To Buy
• 7% - “OPEN” to You
• 30% - “AWARE” for the future
• 30% - Currently “UNCONSCIOUS” of You
• 30% - NEVER

25. “Just because they are not actively
shopping, doesn’t mean they will
never buy from you!”
Definition of a Leads/Sales Funnel

26. How Can You Reach The 67%
• Identify Your BUYERS Cycle (NOT Sales Cycle)
• Identify their Key Milestones & stages
• Educate your audience with “Gifts” & “Free
Downloads”
– Level 1: Checklist
– Level 2: “How to” Selection
– Level 3: Assessment or detailed guide

27. INFLUENCE To ACTION
• Move your “fans” to your own website, your own
lists and own landings pages through your gifts
and downloads, and of course, content
• Not about “engagement”
• About INFLUENCE
• Start with ‘About’ (page)
How Can You Create Conversions?

28. Anatomy of an Unforgettable About Page

31. Infographic created by Jonathan Mead – Copyright Playbook

32. The Mistakes: Review
The Missing 5 ‘Cs’ of Websites
1. No Connections
• Where is your digital ecosystem?
• Is it working FOR you?
2. No Content
• Are you a do-er or a copy-er?
• What story are you telling?
3. No Congruency
• What is your brand about?
• Are you delivering your company essence?
4. No Consistency
• Where is your strategy?
• How are you delivering your value?
5. No Conversions
• What are you actually selling?
• Are you moving your audience along their buying cycle?

33. The Process

34. Your Working
Digital Blueprint
1. Digital Discovery
2. Content,
Communication
3. Community, Social &
Sharing
4. Visual Branding &
Videos
5. Website alignment
6. Sales/lead funnels
7. Promotion, Advertising,
Analytics