Digital Strategy Frame 5 Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
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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.
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Digital Strategy Frame 5 Website alignment overview Part 1 - digital strategy training with Doyle Buehler Dept.Digital
- 2. Frame 5 – Website Alignment
- 6. WHAT VALUE Is Your Audience Going to Receive?
- 7. What VALUE Are You Going To Deliver?
- 9. “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
- 14. How To “Align” Your Website 1. Create congruency with everything you say and do 2. Align Your Strategy with your overall Value 3. Align Content With Your Audience Intent 4. Align the structure with your audience behaviours 5. Move beyond a Brochure Site 6. Multi-platform/Responsive 7. Tell Your Brand Story
- 15. 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
- 16. Have Your Created A Website Specification To Capture These?
- 18. 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
- 19. 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.
- 20. 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
- 21. 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
- 22. 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? ____________________
- 23. 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
- 24. Tools Tools To Help You Define Your Website Platform & Sales Funnels Download Your Website Specification from http://www.thedigitaldelusion.com/kpi-webinar Other Web building tools http://www.semrush.com/ http://www.woorank.com/
- 30. “Your landing page is the pathway into your Digital ATM”
- 32. 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?
- 33. 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.
- 34. 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.
- 36. 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?
- 37. 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
- 38. 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
- 39. How To Optimise 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.
- 40. How To Test? • https://www.crazyegg.com • http://unbounce.com/ • https://www.optimizely.com/ • http://www.google.com/analytics • http://www.usertesting.com/
- 42. How To Organise Your Funnel Key #1 Implement email marketing follow-up cycles for all sections of the sales cycles. Base it on your revised strategy and content, however, ensuring that you deliver exceptional value to your audience, and that it is congruent with your overall messaging. In other words, don’t just send out emails because you have their email addresses – only if you deliver real value to add to their day.
- 43. 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 Funnel Key #2
- 44. 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 Funnel Key #3
- 45. 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
- 46. Find (More of) YOUR Audience… Your Crowd
- 47. Don’t just stand there staring…
- 52. Are You Ready For The Digital Leadership Challenge?
- 53. 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.
- 54. Don’t Forget To Practice… …Your Digital Leadership
Notes de l'éditeur
- Kicking Ass Online with digital leadership – doyle buehler
- To be 100% Awesome! Every business wants to be 100% awesome, right? Well, how do you get there?
- 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”?
- 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.
- 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?
- I’m creating the ULTIMATE online Toolkit – it’s about to launch – so if you want to be the first to access it, head to the kpi-webinar page and sign-up for updates
- Also Download your 24 Step DIY SEO Checklist on the http://www.thedigitaldelusion.com/kpi-webinar
- This is where you can add webinar funnels This is where you can add training course funnels
- 7 elements you need on your landing page
- Not balancing lead generation and lead management Do not constantly attempt to work on generating leads to add more traffic into the funnel. It is not enough to just create a lot of leads. Instead, it is equally important, if not more to work on managing these leads through ranking, sorting, nurturing and following up on them. Sales results can improve drastically by focusing on the existing leads that show the most potential than on increasing their quantity Not focusing on the sales process Do not lose focus of the sales process by diverting attention to expensive or overly complicated CRM applications. CRM is a means to supplement sales strategy and action plans by providing a platform to automate where needed and organize customer data to allow customizability. A CRM application can allow you to identify problem areas but cannot be relied on to fix these. No sales training Do not get complacent when it comes to constant learning and training. These exercises are not just for those new to the sales game. Instead, all levels of the sales team no matter their level of experience need periodic refreshers to allow them to stay abreast of the latest techniques and to learn by sharing knowledge and experiences with others. Not measuring each stage of the funnel Do not just focus on the end result and measure that as a success or failure. Instead, focus on the outcome at each stage within the funnel. Perhaps every move was done right in an instance where a sale did not end up happening. Perhaps all the wrong moves were made but a sale happened anyway. Each stage needs to be measured and assessed to understand it’s efficacy within the process as well as to ensure that the sales team is following protocol as it should.
- 5 SIMPLE OPTIMIZATION TECHNIQUES Seeing all the parts to a landing page is important. It will hopefully highlight missing areas on your page. Or, if you didn’t have one, maybe seeing it all come together will inspire you to develop some. With this in mind, we can look at some basic ways to improve and leverage the elements on the page. The layout consists of the elements that should be on your landing page. Below are some guidelines for adding those elements to your page. - 1 Use clear titles and a layout that conveys your offer and incentive quickly. Speed is your friend and visitors are impatient; 79% of users scan a page rather than reading it(38). - 2 Keep your visitors focused on filling out the form, and remove distractions, which means things like the main navigation can be removed from the landing page. If you use a photo, have it visually direct users to your form.(6, 15) – 3In general, more fields on a form means more barrier to entry. - 4It’s import to remember visitors to your landing page are real people and you need to give them 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. - 5Trust 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.
- If you want to register in advance sign up on /kpi-webinar
- Developing your digital leadership in social media – understanding your strategic architecture
- Once you have the main elements of the platform in place – keep exercising! Now you can go back to each core section, to give you that clarity that you need along the way.
- Discover Your True Digital Leadership Potential https://calendly.com/doylebuehler/30min We’ll go through the 7 disciplines and give you some focus What do I do? I help entrepreneurs grow their online ecosystem, business and sales, through digital leadership