1.
How To Create the Ultimate
Online Experience For Your
Audience

2.
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/doylebuehler10

3.
Hello, I’m Doyle Buehler
•Entrepreneur: Multiple Businesses in Online ecommerce & Digital Media
•Educator: Teach Digital Strategy, Business Planning & Entrepreneurship
•Author: The Book on Digital Leadership for businesses – The Digital
Delusion.
#ownonline

4.
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

5.
Online Ain’t What It Used To Be

6.
The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST

7.
How I spent $250,000+ on a website
#ownonline

8.
What’s The REAL Story of
Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think Leadership
Think Authority
#ownonline

9.
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?

10.
At its heart, UX design is about effectively
addressing the needs and circumstances of
your users, to produce an interface that is
comfortable and even joyful to use. As if that
wasn’t enough to tackle, your users’ needs are
always changing, as people continually evolve
their expectations and technologies.
Dan Zambonini

11.
I’m Not A UX Purist
It's become our responsibility as digital
strategists, content strategists, information
architects, designers, developers, and digital
marketers to plan, design, and build an over-
riding experience that benefits our audiences.

12.
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

13.
Ready to Get Started?
#ownonline

14.
It’s Not Just About
The “Like”,
the “cool” Website,
the social profile;
It’s MORE About the
CONVERSATION
#ownonline

15.
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

16.
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

17.
What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

18.
What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

19.
What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline

20.
THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#OwnOnline

21.
How To Create the Ultimate
Online Experience For Your
Audience
1. Defining Your Buyers Process
2. Defining Your Audience
3. Creating and Understanding a Comprehensive Digital Strategy
4. Why we share online and with others
5. 7 Disciplines of Digital Leadership
6. What about content?
7. Website – Declutter/Site Goals/Alignment
8. Funnels & Follow-through – Easy Funnel/Email process

22.
“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

23.
What To Do Next?
• Define Your Buyer Process.
• Map Out The Touchpoints for Each Stage
• Understand What Interests Them & What Is
Relevant To Them
• This can then be leveraged into your sales
funnel

24.
Defining Your
Audience

25.
WHAT VALUE Is Your Audience
Going to Receive?

26.
What VALUE Are You Going To
Deliver?

27.
How To Identify YOUR
Target Persona
Start by describing the ideal customer who might benefit most from the content you
create:
• WHO is the persona?
• WHAT traits characterize her?
• WHAT roles does she play?
• WHAT does her typical day look like?
• WHERE is there a gap in her needs/wants (beyond our products/services)?
• WHEN does she need to close this gap (i.e., where is she in the purchase funnel)?
• WHY would she care about us, as a company (aside from our product)?

28.
Identify Your Persona
TARGET PERSONA: ________________________________________
Job title/Role: ____________________________________________
Typical challenge: _________________________________________
Needs Gap: ______________________________________________
Funnel position: __________________________________________
What she cares about: _____________________________________
Place your persona’s picture here and give her
a name, to help your content team keep her
top-of-mind.

29.
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”

30.
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? ________________
Email doyle@thedigitaldelusion.com

31.
“Your brand
is what
people say
about you
when you’re
not around”

32.
Content – What to Say
• From Content Plan?
• To Whom? Persona
• Are you delivering
your value?

33.
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

34.
Your CONTENT Drives
Your Audience
• What is YOUR Original Content?
– Not all sales
– Your Business Value
– WIIFM? “What’s In It For Me”
• Where is your Digital Leadership? Your
Strategy?

35.
Visuals
• Like 2x more than text only
• Articles with relevant images have 94% more
total views than articles without images
• This is Visual storytelling

36.
What Types of Visuals To
Create?
• Quote Graphics
• Screen shots
• Inspiration
• Industry Tips
• Infographics
• Visual story
• Post title Blocks
• Post images
• Powerpoint & Keynote Slides
• Personal Photography
• Behind the scenes
• Original Designs
• Your Brand Essence
• Striking! Colours, Scenes

37.
Not Just About The Selfie

38.
8 Elements of Visuals That
Get Shared
1. Correctly Sized
2. Bold & Memorable
3. The Face Has It (35% boost)
4. Hijack #hashtags
5. Key Keywords
6. Consistent
7. Relevance
8. Stand Alone
Here are the optimum image
sizes for each platform:
Facebook: 1,200 x 628
Twitter: 1,024 x 512
LinkedIn: 800 x 800
Google+: 800 x 1,200
Pinterest: 735 x 1,102
Instagram: 1,200 x 1,200

39.
Voracious Video • Shared 12x more
than links and text
posts
• Youtube is Second
Biggest Search
engine
• Facebook is fighting
Google/Youtube
over video

40.
What Types of Videos To
Create?
• Signature Series
• Training
• Testimonials
• Pitches
• Instructional
• “Explainer”
• Webinars
• Whiteboard

41.
How To Launch Your Content
Development Program
• Step 1 – Define Your Persona
• Step 2 – Identify Your Channels – Where IS your audience?
• Step 3 – Define your Story, Your Goals – The Why, The Value
• Step 4 – Develop Your Content Types – Visuals, Videos, Etc
• Step 5 – Create Your Schedule. STICK with it!
• Step 6 – Create Your Content Matrix - Distribute & Dominate
• Step 7 – Repurpose, Re-use

42.
About Your Website…

43.
Have Your Created A Website Specification To Capture These?

44.
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

45.
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.

46.
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

47.
Utilise 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

48.
How To Create Website
“Alignment”
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?
____________________

49.
Funnels & Follow-through – Easy
Funnel/Email process

50.
Questions To Define Your
Funnel
1. Define 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?

51.
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.

52.
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

53.
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

54.
Tools
Tools To Help You Define Your Website
Platform & Sales Funnels
http://www.semrush.com/
http://www.woorank.com/
Clickfunnels.com
Leadpages

55.
Performance
• Baseline – take one – use
Klout, SEMRush, Analytics
• Objectives – what are they
• Optimisation – yes, back
and forth to GLORY
• Metrics– what are you
measuring
• ROI – What is it, how?

56.
#ownonline
What Do I Need To Do NEXT?
• Continue to Establish Your Online
Platform
• Grow Your COMPLETE Digital Platform
– Augment it! Feed it!
• Be accountable to your business –
Continue to Learn!
• Now is the time to overcome the
problems and difficulties that are
slowing you down.
• It doesn’t happen by magic

57.
A Few Last Words
• Consistently deliver your value across your
entire digital ecosystem
• DON’T HARD SELL – INFLUENCE TO ACTION
• Build AUTHORITY through LEADERSHIP
• Your Value & Your Content? HOW do you
deliver it?
• Your strategy? What is it?
• Your ROI? WHERE is the Money? Move your
fans to your own lists and own pages.
• EXPERIMENT & GET ACTIVE
• Create the Experience For Your Audience

58.
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

59.
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.

60.
Trust The Process

61.
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

62.
Where to go for more help?
#ownonline
• 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 (0) 413106880
• Slide Deck on Slideshare.net bit.ly/doylebuehler10

63.
Where to go for more help?
#ownonline
• Join The Online Inner Circle Facebook Group:
https://www.facebook.com/groups/onlineinnercircle
• If you would like to use the worksheets, please email
doyle@thedigitaldelusion.com for a copy.

64.
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

65.
Questions?
Email doyle@thedigitaldelusion.com

66.
The Digital Leadership Manifesto
“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
#ownonline