Authority content workshop doyle buehler - digital leadership - 2014 04 21
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Transcript of Authority content workshop doyle buehler - digital leadership - 2014 04 21
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Online Ain’t What It Used To Be
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
I’m Giving Away A Paperback Copy of My Book on Digital Leadership…
“The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
Tweet @doylebuehler #ownonline
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
What You Will Find Out Today• What may be holding you back
• What you can do differently
• How to build a blueprint for a strong digital ecosystem
Ready to Get Started?
#ownonline
The Challenges Facing
Your Business
#ownonline
How I spent $250,000+ on a website
#ownonline
The PAIN of Online Business
• No Real Community
• No Real Leads
• No Real Sales
• No Real Profit
• No KNOWN Results
• Just COST-COST-COST
Online Is Not Easy
#ownonline
What Happens When Nobody Likes You?
#ownonlineI’d Click That.
#ownonline
Are you able to use all of them effectively,
simultaneously?
What Elements
are You Using
In Your
Business?
So, What ABOUT Digital Leadership?
Are You Ready to #ownonline
HOT Seat
What Is Your Experience With “ONLINE”? What Has Happened To
You?
Good? Bad? Ugly?
What Are Your Goals
Of This Session?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
What Questions Do
You Need To Answer?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
What Are Your Online
Challenges/Problems
With “Online”?
1 _______________________
2 _______________________
3 _______________________
Please share @doylebuehler #ownonline
What is slowing you down?
Are You Awesome Online?
#ownonline
It’s Not Just About The “Like”,
the “cool” Website, the social profile –
It’s MORE About the CONVERSATION
#ownonline
Wake UP! Your Audience Awaits!
HOT Seat
What Is Your Experience With “ONLINE”? What Has Happened To
You?
Other Quotes From Famous Dudes
“What is the ROI of Your Mother?”
– Gary Vaynerchuk
“The secret to a company’s reach strategy lies in the program’s ability not only to acquire fans, followers, subscribers and connections, but to convert
them through its use of social media into transacting customers.”
― Olivier J. Blanchard#ownonline
What’s The REAL Story of Successful Online Business?
Conversations +
Community +
Connections =
Conversions
Think LeadershipThink Authority
#ownonline
It’s About Your Online Purpose
• To Deliver TRUE value to your audience
• To Create your “selling value”
• To move them into your OWN digital ecosystem to continue the conversation
• To show your leadership, your authority#ownonline
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.
THE ULTIMATE GOAL?
DELIVER VALUE.
DELIVER LEADERSHIP.
Move YOUR AUDIENCE into your OWN digital ecosystem to continue the conversation.
#ownonline
This Is Digital Leadership
How To Articulate & Organise Your Value To Your Audience
“What’s In It For Me?”
No Silver Bullets
HOT Seat
What Is Your Experience With “ONLINE”? What Has Happened To
You?
“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
INFLUENCE To ACTION
• Move your attendees to your own lists and own pages.
• Not about “engagement”
• About Digital Leadership & INFLUENCE & AUTHORITY
Too Much Like Work?
Are YOU Ready To Build Your Digital Leadership?
What Is Digital Leadership?
1. Authority & Awareness– Brand credibility & Relevance– Does your audience know you exist?
2. Influence & Inspiration– Brand “active” audience– About “you”!
3. Knowledge & Expertise– Expertise in your industry/niche– Combining all the elements of digital media
Authority & Awareness
Influence & Inspiration
Knowledge & Expertise
You Too Can Be ONE! Only $49.95
• Your DIGITAL Strategy – The WHY?• What are you “about”?• What is your value (WIIFM)?• How does digital “fit” across your online ecosystem?
• Your Content Strategy – WHAT?• Your Stories• Your Value• Conveying your value & stories• Your Customer Personas
What Are YOU Going To “TALK” About?
WHO Are You Talking to?
WHAT VALUE Is Your Audience Going to Receive?
What VALUE Are You Going To Deliver?
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?
HOT Seat
• Are You Showing Your Digital Leadership?
• What Is Working Well?
• What Isn’t Working?• What IS your online
Return on Investment?
3 Simple Steps To Building A KICK-ASS Digital Strategy
1. The Knowledge
2. The Process
3. The Tools
The Knowledge
Stages of Digital Leadership
1. Start-up
2. Awareness
3. Understanding
4. Leverage
5. Maximise
Where Are You & Your Brand?
What do you need to know to develop your digital leadership?
• Industry elements
• Who’s “looking” for what you are selling?
• Strategy
• Content
The Process
7 Simple Steps
1. Create an overriding strategy2. Develop a clear content plan and roadmap3. Utilise specific social media tools and sharing to grow your community4. Create stunning and cohesive branding through videos and visuals5. Align your website to create congruency with all your channels and your assets6. Implement an automated sales funnel that accounts for all stages of your customer’s
buying process7. Implement promotion & advertising to grow your audience beyond word of mouth;
utilise analytics to maximise your sales funnel
Free your mind Build your customer desire
Engage your audience passion online
What IS Your Digital Blueprint?
Strategy Questions
• What are we “about”?
• What do we do best?
• What makes it work?
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”
The Tools
What Tools Do You Need To Build Your Digital Ecosystem?
• Social media is (just) a tool
• Digital leadership is your brand strategy
• It’s what you do with your tools that is more important
• Set your content & criteria with your strategy as “themes”
Remember: INFLUENCE To ACTION
• Move your “fans” to your own lists and own pages.
• Not about “engagement”
• About INFLUENCE
• WIIFM?
How to Grow you Audience?
• 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 from your strategy?– WIIFM?
• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day
Implementing Your Strategy
• People– Understand your audience– WIIFM
• Objectives– What are you trying to achieve?– Why?
• Strategy– What value are you ‘exchanging’– What strategy are you using to deliver your value?
• Technology– Tools– #hashtags
HOT Seat
• Where is your brand on the digital leadership scale?
• Why?• What is happening?• How can you make it
to the next stage?• What tools are you
using?
Remember: Your Digital Blueprint
1. Digital Discovery2. Content, Communication3. Community, Social &
Sharing4. Visual Branding & Videos5. Website alignment6. Sales/lead funnels7. Promotion, Advertising,
Analytics
#ownonline
• Establish Your Online Platform with the 7 Frames of Digital Leadership.
• 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.
What Do I Need To Do NEXT?
A Few Last Words• Consistently deliver your value across your entire digital
ecosystem• Insights – Insights – Insights!• DON’T HARD SELL – INFLUENCE TO ACTION• Build AUTHORITY through LEADERSHIP• Your industry influencers? WHO are they?• Your Schedule? WHAT is it?• 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• LIKE & Share others
– It’s not ALL about you!
What are the 3 biggest things that you want to accomplish with your business?
1. __________________
2. __________________
3. __________________
Yes, Write Them DOWN!
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
Where to go for more help?
#ownonline
• Let’s connect on Twitter, Linkedin, Facebook –Just search ‘Doyle Buehler’
• Need any Tips? Please email me with ANY questions [email protected]
• Call me 0413106880
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Download the Free FULL eBook NOW From
www.thedigitaldelusion.com/2
)1 300 681 911 * [email protected] www.TheDigitalDelusion.com
