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Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler

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Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler

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Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler

We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.

Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius

Digital Strategy And Marketing Executive Boardroom Strategy Session With Doyle Buehler

We often focus on the wrong things, at the wrong time, and leave too much up to chance or hope. Build it and they will come doesn’t work in the digital space. Content is king doesn’t work either. Automation is not a full solution either. There are sometimes too many factors to try to consider all at once. We fundamentally are missing some of the key ingredients to be able to build a clear and compelling marketing message, without the fluff.

Here's some of what we're going to be covering...
How to build a persuasive digital platform that speaks to your target audience
How to create a strategy and execute tactics so you can surround your buyers with a complete and experiential journey
How to position yourself in the top 3% of online businesses
How to create, drive and schedule your content that reflects your audience and their buying journey
How to maximise your content’s reach with a strategic alignment
How to generate more warm referrals and attract more prospects, and the underlying process that allows you to sell more
Your digital toolkit that will save you time and make you more productive
How to understand, develop and enhance the way that you manage your digital assets and ecosystem, through your DigitalGenius

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Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler

  1. 1. 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
  2. 2. Is This What Chaos Looks Like?
  3. 3. Do you want to Create ORDER from the..
  4. 4. What’s Your Inflection Point? @doylebuehler What is the point that you will ‘change’ for the better?
  5. 5. *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
  6. 6. 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!
  7. 7. Disrupt Or Die Disrupt Or Die
  8. 8. The $350,000 Website
  9. 9. Isn’t it cool - It’s the greatest time in history, as we have access to literally billions of people around the world.
  10. 10. It’s also the worst time in history, because we have access to… literally billions of other people around the world. Competition is fierce;
  11. 11. 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?
  12. 12. Wasn’t Digital Supposed to SAVE your business – not destroy it?
  13. 13. Wasn’t Digital Supposed to make business EASIER? LESS complicated?
  14. 14. What Happens When Nobody Buys From You?
  15. 15. Where are YOU now?
  16. 16. Where Could You Be? Where Could You Grow?
  17. 17. 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.
  18. 18. A Sprinkle of Fairy Dust?
  19. 19. Can’t figure out who to blame? What’s Your Strategy?
  20. 20. • What’s the real story of business online? • Community • Connections • Conversions WHAT’STHEREAL STORYOFBUSINESSONLINE? @DOYLEBUEHLERwww.TheDigitalDelusion.com Conversations+ Community+ Connections= Conversions
  21. 21. 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.
  22. 22. What does 2020 hold? Weren’t we supposed to have flying cars?
  23. 23. 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
  24. 24. Tom Goodwin, Tech Crunch 2015
  25. 25. 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.
  26. 26. Wework - knows the journey of their audience Uber - knows the journey of their audience Airbnb - knows the journey of their audience Do you?
  27. 27. 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.
  28. 28. The journey is what gives your customer clarity & certainty about their future. This is your strategy. You control the narrative, the roadmap.
  29. 29. 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
  30. 30. Or it simply is rubble
  31. 31. Roman coliseum Every Great Business Has An Even Greater Foundation
  32. 32. @doylebuehler But what amazing things you can do with it.
  33. 33. Yet, It Doesn’t Always “Work Out” There Are Still CHALLENGES With Digital
  34. 34. There has to be a better way There has to be an EASIER way
  35. 35. How Do We Build Your Story, Your Strategy.
  36. 36. 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
  37. 37. 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
  38. 38. @doylebuehler
  39. 39. 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. _____________
  40. 40. "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?
  41. 41. BE KNOWN THE Choice THE Answer The Solution Your Digital Challenge Become The OUTCOME
  42. 42. 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: ____________
  43. 43. The Disciplines of Digital Leadership
  44. 44. The Business Breakthrough Model
  45. 45. The #Breakthrough Digital Strategy Framework
  46. 46. 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
  47. 47. #1 Discovery & Strategy
  48. 48. @doylebuehler
  49. 49. Are you building your empire?
  50. 50. @doylebuehler
  51. 51. #2 Content Planning & Creation
  52. 52. 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
  53. 53. 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!
  54. 54. • 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
  55. 55. #3 Social & Sharing
  56. 56. @doylebuehler
  57. 57. #4 Video Content & Visuals (Branding)
  58. 58. “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
  59. 59. 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
  60. 60. #5 Web Alignment
  61. 61. Have Your Created A Website Specification To Capture These?
  62. 62. 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
  63. 63. 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? ____________________
  64. 64. #6 Online Lead Generation
  65. 65. 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
  66. 66. @doylebuehler “AKA Clickfunnels”
  67. 67. Current Online “Sales Funnel”? “BUY MY SH*T” @doylebuehler Dolla dolla bills y’all
  68. 68. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
  69. 69. #7 Advertising & Analytics
  70. 70. Word Of Mouth Only Goes So Far
  71. 71. 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
  72. 72. 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?
  73. 73. Putting it in PLAY
  74. 74. @doylebuehler@doylebuehler 3 Simple Steps to Digital Transformation
  75. 75. @doylebuehler@doylebuehler 3 Simple Steps to Digital Transformation
  76. 76. @doylebuehler
  77. 77. Zero Moment of Truth? 7 Hours 11 Touchpoints 4 Channels @doylebuehler
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. @doylebuehler
  82. 82. Strategic Architecture “Foundations” • VALUE: The Value I’m Delivering is: _______ • COMMUNITY: My customer/audience is: _______ • ECOSYSTEM: My “Product” flow is: __________
  83. 83. Your Value Foundation Process 1/2/3/… Mistakes 1/2/3…
  84. 84. 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:
  85. 85. Your Community Foundation – Empathy Map
  86. 86. Your Product Foundation
  87. 87. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
  88. 88. 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
  89. 89. Your Strategic Architecture
  90. 90. Case Study - RedBull • What are they about? – Excitement – Entertainment – “Energy” • Value? – Become a better person – More motivated – “Adrenalized”
  91. 91. @doylebuehler 3 Simple Steps to Digital Transformation
  92. 92. @doylebuehler
  93. 93. “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
  94. 94. 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
  95. 95. You mean not everyone wants to buy my sh*t? @doylebuehler
  96. 96. 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
  97. 97. Productise your Services • Gifts • Products for prospects • Core Business @doylebuehler Source: Daniel Priestley, Key Person of Influence
  98. 98. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence
  99. 99. 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
  100. 100. Your Turn To Practice
  101. 101. ATM • [visual of ATM] Source: Daniel Priestley, Key Person of Influence Time to Practice
  102. 102. 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 ____________
  103. 103. What Are YOU Going To “TALK” About?
  104. 104. WHO Are You Talking to?
  105. 105. 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?
  106. 106. 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?
  107. 107. @doylebuehler 3 Simple Steps to Digital Transformation
  108. 108. 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
  109. 109. 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
  110. 110. #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
  111. 111. Landing Pages for GIFTS & Product For Prospects (P4P)
  112. 112. Your Turn To Practice
  113. 113. 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) ____________
  114. 114. Tools you will need • Email management/CRM – AgileCRM – Ontraport – Mailchimp – “Download” form • Autoresponders/automation – Active Campaign – Ontraport • Landing page “builders” – Clickfunnels – Leadpages – WP/onsite
  115. 115. 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
  116. 116. What Can You Spend? LEADS Appointments Presentations Sales Cost Per Lead 3 Sales x $1000/sale Cost of Marketing Cost Per Lead
  117. 117. 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
  118. 118. Whewh – that wasn’t too bad…
  119. 119. Trust The Process @doylebuehler
  120. 120. @doylebuehler@doylebuehler 3 Simple Steps to Digital Transformation
  121. 121. Action Plan - What Are Your Next Steps? Strategy Content Social Branding Website Selling Ads Objectives Timeline Details Measurement
  122. 122. DIGITAL GENIUS
  123. 123. You Don’t Need To Be Albert Einstein To Be A #DigitalGenius It’s your strategic thinking
  124. 124. 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
  125. 125. You just need to be able to tie all the pieces of your digital ecosystem together… …properly
  126. 126. 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
  127. 127. @doylebuehler
  128. 128. 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
  129. 129. A Sprinkle of Fairy Dust?
  130. 130. What Are You Going To Do?
  131. 131. Digital is harder. If you’re not prepared.
  132. 132. The #Breakthrough Strategy Your ”Keystone”
  133. 133. Think of it like 7 Buckets… To organize your workflow… & put out fires
  134. 134. Capture. Your SOLUTION with THEM.
  135. 135. Your Survival Is Not Assured.
  136. 136. @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.
  137. 137. You have two main challenges to make sure that you’re not going to be a statistic: Your Digital Strategy Challenge
  138. 138. 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
  139. 139. What’s 1 Degree off Course? Strategy flies the course.
  140. 140. What are you going to use?
  141. 141. But clear implementation is always important. 😂 😂 😂
  142. 142. Become The OUTCOME BE KNOWN THE Choice THE Answer The Solution Your Digital Challenge
  143. 143. Resources Summary • Download Presentation • Download Canvasses • Join Members Group • PDF Book Copy
  144. 144. http://bit.ly/strategycanvas
  145. 145. The Digital Revolution Is Here @doylebuehler Are You Ready For It?
  146. 146. 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
  147. 147. @doylebuehler

Notes de l'éditeur

  • Aspirational Open
    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 - and so does everyone else. competition is fierce, you’re 1 click away from disaster
    It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
    What’s the difference between Yoda & Luke Skywalker?
    WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
  • Me, today
    I’ve built multiple tech startups and international companies. Top 40 fastest...
    I talk with digital leaders around the worls
    My agency experience, finding what’s wrong


  • I’ve been in the digital space for over 15 years – taking businesses of all sizes through the paces of becoming remarkable. One of my second startups (spending $250k, but not having a real business Enterprise & Entrepreneurship: I help enterprises & 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.
  • I had started in the media world, and was dumbfounded. The agency spending model
  • Aspirational Open
    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 - and so does everyone else. competition is fierce, you’re 1 click away from disaster
    It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
    What’s the difference between Yoda & Luke Skywalker?
    WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
  • Aspirational Open
    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 - and so does everyone else. competition is fierce, you’re 1 click away from disaster
    It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
    What’s the difference between Yoda & Luke Skywalker?
    WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
  • Aspirational Open
    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 - and so does everyone else. competition is fierce, you’re 1 click away from disaster
    It’s never been easier to get your story out there, but it’s the hardest time because there is more out there
    What’s the difference between Yoda & Luke Skywalker?
    WHat’s a popular TV show or movie or stremaing? Who do you identofy with? THAT’s the power of storytelling
  • Just think about this for the moment
  • Do you feel all alone?
  • My Journey
    Story matter now more than ever
    WIIFM
    Don’t be the hero - be yoda
    WHat I’ve seen
    Who I am
    Why things aren’t working the way we think they are… marketing/websites
    What’s missing - the strategy
    A website by itself doesn’t work - most of them are just a brochure
    build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
  • My Journey
    Story matter now more than ever
    WIIFM
    Don’t be the hero - be yoda
    WHat I’ve seen
    Who I am
    Why things aren’t working the way we think they are… marketing/websites
    What’s missing - the strategy
    A website by itself doesn’t work - most of them are just a brochure
    build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
  • Isn’t it exciting!
  • We’ve heard that Uber doesn’t have any cars… and…

    Uber,  the world’s largest taxi company, owns no vehicles.

    Facebook, the world’s most popular media owner, creates no content.

    Alibaba, the most valuable retailer, has no inventory.

    And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening.
  • My Journey
    Story matter now more than ever
    WIIFM
    Don’t be the hero - be yoda
    WHat I’ve seen
    Who I am
    Why things aren’t working the way we think they are… marketing/websites
    What’s missing - the strategy
    A website by itself doesn’t work - most of them are just a brochure
    build a website and no one shows up, SEO doesn’t really work anymore, the confusion for traffic. People going to website and nothing happens - is the website a problem or is it traffic, which ads shoud 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 mssing from the middle of this picture - the strategy.
  • Our journey
    What I’m going to show you
    What is a strategy - your customer/hero’s journey - bleak present and better future, and they have no idea how they get there.
  • Agile practitioners must be committed to continuous improvement in quality and cost-effectiveness, which means that every development is analyzed for lessons that can be used to improve policies and working practices.
    Agile is all about teamwork, transparency, and technical excellence.
    No matter what your experience with Agile practices and techniques, the foundation for Agile methodologies is rooted in best practices positioned to enable collaborative environments where diverse teams can continuously learn, improve, grow and produce.
    There are 12 principles of Agile methodology that assist in forming the Agile foundation of collaborative productivity. These 12 principles - inspired by and supportive of the Agile Manifesto - are guiding practices that support teams in implementing and executing with agility the production of software development.
    Satisfy the Customer
    Welcome Change
    Deliver Frequently
    Work Together
    Build Projects
    Face-To-Face Time
    Measure of Progress
    Sustainable Development
    Continuous Attention
    Keep It Simple
    Organized Teams
    Reflect for Effectiveness
  • Why share
    There has to be a better way
    We were born to tell stories - & we know how to listen to them , ,but rarely how to tell them (ancient drawings on cave wall)
  • Learn the rules like a pro, so you can break them like an artist – Pablo Picasso
  • We have to look deeper… the answer is not always right in front of us.

    The smartest person in the room was usually Abraham Wald.

    The armor, said Wald, doesn’t go where the bullet holes are. It goes where the bullet holes aren’t: on the engines

    Wald’s insight was simply to ask: where are the missing holes? The ones that would have been all over the engine casing, if the damage had been spread equally all over the plane? Wald was pretty sure he knew. The missing bullet holes were on the missing planes. The reason planes were coming back with fewer hits to the engine is that planes that got hit in the engine weren’t coming back.
  • Use sticky notes or large pad
  • Discuss fears – add more with stickies
  • Spent 17 years in digital, and found over these 17 years, and hundred of companies, that the successful ones all had some “X Factors” that allowed them to conduct business better, quicker, more efficient, and ultimately more successful
  • People don’t want more content; they want better content. Add value, not volume.
  • Why we share online – the 5 key psychological motivators
  • What Website Primary Criteria Are You Working Towards?

    Target Audience. Who are they?
    Location. Where is your audience primarily located?
    Ethnicity. What ethnic group are they a part of, if appropriate?
    What are the Specific Persons. How can you relate directly to them?
    Issues & Objections. How will your audience typically respond?
    Audience Needs. What do they need to feel important to your process?
    Benefits. What are you doing that is helping your audience?
    Value. What value are you actually delivering on your website?
  • Aspirational Open
  • 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
  • Current Websites
    Contact Us page
    Where is the VALUE
    Dolla dolla bills y’all
  • Why do you need to advertise? Word of mouth only goes so far. You need to grow your influence beyond your existing sphere of influence. Yes, you need to work on organic growth and organic growth, but you need to have a back-up plan
  • D
  • You may think it is a lot, but it is a start
  • How do you build a value sequence?
  • Take some time to answer these questions. The more detailed questions are in the resources page
  • Draw this out and list it out
  • What can they then talk about?
  • 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
  • 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.
  • 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
  • How do you build a value sequence?
  • Where do your current assets fit in – are you creating ones with value AND performance
  • TABLE
  • VISUAL – Make these into an “equation”
  • Not sure who enjoyed that more…
  • On a scale of 1 to 10 – where do you stand on each axis?
  • This is what they are really looking for – they don’t care about the tech.
  • Regroup
    Importance of digitalstorytelling
    Telling the human side
    A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
    with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
    According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
  • Regroup
    Importance of digitalstorytelling
    Telling the human side
    A total of 250,242 entities were deregistered from the Australian Securities and Investments Commission by June 30 2018
    with 86.9 per cent of failures in the past financial year businesses having fewer than 20 employees.
    According to the Australian Bureau of Statistics, more than 60 percent of small businesses cease operating within the first three years of starting.
  • Challenge them
    But you have two main challenges to make sure that you’re not going to be a statistic:
    1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
    2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
  • Challenge them
    But you have two main challenges to make sure that you’re not going to be a statistic:
    1) Developing a Strategy for your Business - Writing the Story That will Inspire Your Ideal Customer to Invest in a better future.
    2) Delivering Your Story Online - getting all the technical parts right so you can put your story out.
  • Are you going to use the right tool for the job?

  • “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

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