How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06 How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads. Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever. Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry. Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand. Here is the 2 part break down of the Building Brand Authority Webinars: Webinar 1 - Rocking Your Digital Ecosystem Learn the 7 Disciplines of digital leadership for a successful online presence Create a digital strategy framework that connects your value with the needs of your online audience How to master your content and develop your voice online to deliver your core value Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform How to connect and re-align your website across your entire online platform What you actually need for a working, qualifying, sales and leads funnel Creating influence beyond your immediate reach through focussed advertising and analytics The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.

5. Welcome!
• Admin Stuff
• Please type in your questions along the way
• Audio/video check?
• Screenshots? Yes! [Jing]
• Please type in your questions along the way
• Slide deck on Slideshare
http://bit.ly/doylebuehler15

7. I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline

8. The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST

9. Still Fighting Fires With
Online?

10. Get The Right Tools & Training
#ownonline

11. Is $150,000 Per Month Too Much?
#ownonline

13. 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

14. What You Will Find Out Today
• What may be holding you back with your
digital ecosystem
• What you can do differently to create an
improved opportunity for your audience
• Some of the pieces you need to build a
blueprint for a strong digital ecosystem

18. HOT Seat
What Is Your
Experience With
“ONLINE”? What Has
Happened To You?
What Is Your
Customer’s
Experience Been With
YOUR Platform?
Email doyle@thedigitaldelusion.com

19. It’s Not Just About
The “Like”,
the “cool” Website,
the social profile;
It’s MORE About the
CONVERSATION – About YOUR Story
#ownonline

20. What’s The REAL Story of
Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think Leadership
Think Authority
#ownonline

21. THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#OwnOnline

24. WHAT VALUE Is Your Audience
Going to Receive?

25. What VALUE Are You Going To
Deliver?

27. KNOCK-OUT Your Competitors

28. Ready to Get Started?
#ownonline

29. What’s Important
Today?
• Review - Strategy & Branding
• Audience & Content
• Website Alignment
• Building Out A Sales Funnel
• Advertising & Analytics

32. “Just because they are not actively
shopping, doesn’t mean they will never
buy from you!”
Definition of a Leads/Sales Funnel
Effective Digital Leadership is about being able to move
people into your own conversion/sales/lead funnels…
NOT just about a single transactional sale

36. Defining Your
Audience

37. Content – What to Say
• From Content Plan?
• To Whom? Persona
• Are you delivering
your value?

38. 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)
• Informing about their “environment”
• Focused on YOUR keywords

42. #OwnOnline

43. “Your brand
is what
people say
about you
when you’re
not around”

45. Visuals
• Like 2x more than text only
• Articles with relevant images have 94% more
total views than articles without images
• This is Visual storytelling

46. Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighting
Google/Youtube
over video

47. “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

48. Not About Cute Kittens

52. About Your Website…

54. Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell
‘Me’ How to Get Around Your
Site – You’re Doing it Wrong
• Blunder #2: Being Cute and
Clever Doesn’t Lead to
Conversions
• Blunder #3: What’s In It For ‘Me’
WIIFM?

55. How To “Align” Your
Website
1. Create congruency with everything you say and do
2. Align Your Strategy with your overall Value
3. Align Your Content With Your Audience Intent
4. Align the site structure with your audience behaviours
5. Move beyond a Brochure Site
6. Multi-platform/Responsive
7. Tell Your Brand Story

56. What Is Your Website User
Process?
• Goals of site leads/sales/ecommerce
• Information – where is it and what do they
need
• About Us? About Them, Not YOU
• Contact Us? Yah – right
• Sales and Leads Funnel Process

57. Have Your Created A Website Specification To Capture These?

59. Blowing Away The Digital
Blunders
• Blunder #1: If You Have to Tell ‘Me’
How to Get Around Your Site –
You’re Doing it Wrong
• Blunder #2: Being Cute and Clever
Doesn’t Lead to Conversions
• Blunder #3: What’s In It For ‘Me’
WIIFM?
• Blunder #4: Expecting a Contact Us
Page to work as a lead generator

60. How To Digital Declutter #1
Coordinate your “revised” strategy and content plan into your
website. Include a more consistent level of content
production. Include all of the social media features. Create
more of a destination with your content and the overall
structure. Integrate a sales funnel process that can include
your audience in their lifestyle of your products and services,
such as checklists, guides, etc. for download.

61. Utilise newer SEO capabilities, such as Structured
Data Mark-up Language, which is a search engine
tool used by Google. Remove any “over optimised”
sections of the current meta tags, as Google may
penalize your site for this.
How To Digital Declutter #2

62. Utilise Webmaster Tools (Google), affiliate
partners as well as Google
Merchant capabilities for your product feeds,
to grow your sales, as well as your overall
audience. Continue to grow backlinks, based on
partners and affiliates.
How To Digital Declutter #3

63. Question You MUST Ask
Yourself
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?
____________________

64. 1. What platform are you using? Is it future-proof? ______________
2. What is YOUR REAL Story you are telling? ________
3. Are you using your original, unique CONTENT? _________
4. How often do you Optimise & Test? __________
5. Are you creating a “Journey” that your audience can explore?
________
6. What are you doing for “onsite” SEO – Content, Keywords?
_________
7. Have You created a website specification for you, your employees
and your suppliers? __________________
Your Website Checklist

65. Tools
Tools To Help You Define Your Website Platform & Sales
Funnels
Download Your Website Specification from
http://www.thedigitaldelusion.com/ami-webinar
Other Web building tools
http://www.semrush.com/
http://www.woorank.com/

68. Funnels & Follow-through – Easy
Funnel/Email process

73. Creating an Ascending Transaction Model

75. Questions To Start To
Define Your Funnel
1. What is your sales and leads process?
2. How do you currently acquire new leads and
new customers?
3. How do you respond and manage your leads?

76. Sales Funnel Success Factors
1. Look at the behaviours – not just an automated process – where do they
stop a video?
2. Build multi-phased campaigns, all centered around “response indicators.”
- Focus your energy on the ones who demonstrate they’re the most
interested
3. Remember the 67% - we don’t all buy at once
4. Use Multiple Conversion Points – not all CTA need to be at the “end”.
5. Tell Your Brand Story
6. Test & Retest
7. Look at other avenues to distribute your story – partners, affiliates,
clients, etc.

77. “Your landing page is the
pathway into your Digital
ATM”

78. The Two Basic Types Of
Landing Pages
1. E-commerce based, where you drive customers to buy products or
services; the goal on these pages is click-through.
2. Lead-generation page where you gather visitors’ information, and
normally trade something of value.
A landing page should not just be another page on your website.
You should specifically build and optimize a page for a single goal.
If you are working on a website platform like WordPress, there are many
tools that will aid in the creation of a landing page.

80. Mistakes Made In Sales Funnel
Management
Not balancing lead generation and lead management
Not focusing on your overall sales process
No sales training
Not measuring each stage of the funnel. Is it working?

81. How To Set Up A Funnel For
Your ATM
• Step 1 – Create Your Gift
• Step 2 – Establish your technology (mailchimp, InfusionSoft,
etc.
• Step 3 – Create landing page or “Campaign”
• Step 4 – Create your email sequence
• Step 5 – Move Your Audience To Your Funnel
• Step 6 – Create a new “Gift” Monthly
• Step 7 – Monitor & Manage

82. Steps To Creating A Kick-
Ass Functioning Funnel
1. Design Your Landing Page
2. Optimise & Test – Refine Your Process
3. Set Your Conversion Values & Analyse
4. Optimise & Test

83. How To Optimise Landing
Pages
1. Use clear titles and a layout that conveys your offer and incentive quickly.
2. Speed is your friend and visitors are impatient; 79% of users scan a page rather
than reading it.
3. Keep your visitors focused on filling out the form, and remove all distractions. If
you use a photo, have it visually direct users to your form.
4. In general, more fields on a form means more barriers to entry.
5. Give your audience something that is of actual value; there is no room for fluff. If
you want someone to give you their information, provide them with something
worthwhile.
6. Trust is key. Good design, easy-to-understand offerings, and testimonials from
others all build trust. It’s a lot easier to sign up for an email list or buy a product if
you trust the content on a website.

84. How To Test?
• https://www.crazyegg.com
• http://unbounce.com/
• https://www.optimizely.com/
• http://www.google.com/analytics
• http://www.usertesting.com/

85. Landing
Page
Samples
• http://www.creativeblo
q.com/web-
design/landing-page-
design-6133358

86. How To Organise Your Sales
Funnel Key #1
Implement email marketing follow-up cycles
for all sections of the sales cycles. Base it on
your revised strategy and content.
Always deliver exceptional value to
your audience, and that it is congruent with your
overall messaging. Don’t just
send out emails because you have their email
addresses – only if you deliver real value to add
to their day.

87. Create additional points of entry into your sales
funnel for pre-and post purchasers. This can be
accomplished with downloads, gifts, checklists,
etc, that directly connect you to your audience.
Utilise specific landing pages for specific lifestyle
goals and offers.
How To Organise Your Sales
Funnel Key #2

88. Utilise your social and sharing platforms to
entice sales and interest in your products, and
move them into your overall sales process.
Include links and discussions related to your
audience’s goals to your site and promotions, in
social media. This needs to be aligned with your
overall content and social media plan.
How To Organise Your Sales
Funnel Key #3

89. Tools
Tools To Help You Define Your Website
Platform & Sales Funnels
http://www.semrush.com/
http://www.woorank.com/
http://Clickfunnels.com
http://www.Leadpages.com
http://www.Unbounce.com

92. Word Of Mouth Only Goes So Far

93. Where is your audience?

95. Find (More of) YOUR Audience… Your Crowd

96. 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

97. Download my 16 Point Advertising Campaign
planner www.thedigitaldelusion.com/ami-
webinar

98. Target & Retarget
Your Ads!
“You’re Never Too
Good For Good
Advertising”

99. If Google Adwords Is
Advertising on
Facebook To Reach
Their Audience,
Shouldn’t You?
“You’re Never Too
Good For Good
Advertising”

100. Analytics
You Can’t Measure
What You Can’t
See?

101. ALWAYS Look At YOUR Financial
Benefit

102. Performance
• Baseline – take one – use
Google Analytics & Insights
• Objectives – what are they
• Optimisation – yes, back
and forth
• KPIs – what are you
measuring
• ROI – What is it, how?

103. Tools You Need
• Yoast SEO Plugin
• Yoast Google Analytics Plugin
• Google Analytics
• Google Webmaster tools

104. Create Your Digital Media
Management Dashboard

106. Digital Marketing
Dashboards
• http://www.cyfe.com
• http://Hootsuite.com
• http://www.tapanalytics.com/
• https://www.leftronic.com

107. Whewh – that wasn’t too bad…

108. Are You Really
Ready To Turn
On Your
Business
Online?

109. Trust The Process

111. The End of The Story?
It’s more about the conversation, the
community, as well as the connections that you
make
The conversion is the result of having a
strategy, having a process, and having all of the
pieces in place for your audience.

112. Are You Ready For The Digital
Leadership Challenge?

122. Don’t Forget To Practice…
…Your Digital Leadership

124. Don’t just stand there staring…

126. THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#OwnOnline

128. Where to go for more help?
• Let’s connect on Twitter, Linkedin, Facebook –
Just search ‘Doyle Buehler’ @doylebuehler
• Need any Tips? Please email me with ANY
questions doyle@thedigitaldelusion.com
• Call me +61 413 106 880
#OwnOnline

129. Webinar Resources
Resources & Ideas
www.thedigitaldelusion.com/ami-webinar
Slide Deck on Slideshare.net
bit.ly/doylebuehler15
Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle

130. Your Homework Notice!

132. Questions?
Email doyle@thedigitaldelusion.com

133. I’m Giving Away A Paperback Copy of My Book
on Digital Leadership…
“The Digital Delusion: How To Overcome The
Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline

135. http://www.linkedin.com/in/doylebuehler
https://www.facebook.com/doyle.buehler
http://www.twitter.com/doylebuehler
http://www.instagram.com/doylebuehler
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