TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
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Transcript of TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
@doylebuehlerDoyle Buehler
5 Mistakes Everyone (Else) Makes With Their Website
Welcome!• What we’ll cover• What’s The Problem Online?• Developing an understanding, a Strategy & Making It Work• Tools & Resources
• Admin Stuff• Please type in your questions along the way• Audio/video check?• Screenshots? Yes! [Jing]• Slide deck on Slideshare
http://bit.ly/doylebuehler01
Hello, My Name is…•Business Entrepreneur since 2002•MBA (2002, Leadership – Royal Roads University, Victoria Canada)•Multiple start-up businesses in the online ecommerce consumer market; fastest growing company in Canada; Canadian Innovation Award, multiple US patents.•Educator – teach Strategy, Business Planning & Entrepreneurship•Boutique Digital Media Agency for Entrepreneurs wanting to cut through the clutter•Considerable time working on the “inside” of Marketing Agencies, along with major Fortune 500 clients, putting the pieces together.•Judge for Australian Web Industry Association 2014; Presenter for the Australian Marketing Institute Congress 2014
Doyle Buehler
)1 300 681 911 * [email protected] ü www.TheDigitalDelusion.com
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How I spent $250,000+ on a website
Deadly Digital
)1 300 681 911 * [email protected] ü www.TheDigitalDelusion.com
3 Simple Things You Will Learn
1. The Knowledge• What Does It Mean?• How Does It Affect Your Business?• Case Studies/Samples
2. The Tools• Toolkit
3. The Process• How To Overcome It
What Are Your Goals Of This Webinar?
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What Questions Do You Need To Answer?
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What Are Your Online Challenges/Problems?
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5 Mistakes Everyone (Else)
Makes With Their Website
The KNOWLEDGE
What’s Going ‘On’ Online?
• Too many distractions• WIIFM• No strategy• No content• Working too hard• No time• No resources• No measurements• Too many competitors• Not open source• No analytics• Too confusing• Too much clutter• Spending too much Money• No results• No way to measure results• Not working hard enough• No experts• No traffic• No money• SEO stuff• Social media?
The 3 Big ‘Ds’
DisillusionedDisenfranchisedDistracted
N‘o Money N‘o Time
• Are You committed: Time?– How Much Time
• Are You committed: Money?– Only ‘smart’ money
• Are You committed: Process?– What Systems do you
have
The MistakesThe Missing 5 ‘Cs’ of Websites
1. No Connections• Where is your digital ecosystem?
2. No Content• Are you a do-er or a copy-er?
3. No Congruency• What is your brand about?
4. No Consistency• Where is your strategy?
5. No Conversions• What are you actually selling?
MISTAKE #1: No ConnectionsWhere Is Your Digital Ecosystem?
• Audience?• Social Media?• Analytics?• Advertising?• Videos?• Visuals?• Content Channels?• SEO?• WEBSITE – Are you driving people BACK to your own
online assets?
Are you able to use all of them effectively,
simultaneously?
What Parts of Your Digital
Ecosystem Are You Using?
Branding, Dashboard, Metrics & ROI, Analytics, Social Media, Mobile, Website, SEO, Sales, Sales Funnel, EDM, Gifts & Downloads, Paid Search Advertising, Video, Visuals & Images, Strategy Plan, Training, Content Creation…
How to Grow you Audience Connections
• 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?– WIIFM?
• Be proactive & Outgoing – “ASK” to connect for personal pages– 5 Minutes/day
How Can You Create Connections?
• Technical Side– Build out website keeping in mind all of the parts of your
ecosystem, and how you can fit them together– Connect all channels, so people can access you from anywhere– Mobile/responsive– Connect all the tools – analytics, dashboards, measurements,
goals• Expertise Side
– Share your knowledge– Invite people– Become a digital leader
https://roadtrippers.com/
Mistake #2: No ContentAre You A Do-er Or A Copy-er?
• What channels are you using?• Are you moving your audience BACK to your website?• Who are your content partners?• Is it original?• What problem are you solving?• How often? When? Why?• NOT just a ‘blog’ or social media posts – think of yourself as a
magazine magnate on your OWN website– Updated web content– Webinars– Ebooks– Seminars– Landing pages
The Content Equation. Are You A Leader or Follower?
Your CONTENT Drives Your Audience: How Can You
Create Content• Deliver YOUR Original Content?
– Not all sales– Your Business Value– WIIFM? “What’s In It For Me”– Is it relevant?
• Define what channels are priority for your content• Connect your website to your content• Create your own digital leadership with your content
http://5secondfilms.com/
MISTAKE #3: No CongruencyWhat Is Your Brand About?
• What is your brand essence? What are you about?• Your visual brand?• Your video brand?• Your content brand?• Your website brand?• Your social media brand?• Is your brand congruent across your entire digital
ecosystem? Does it mean the same thing, regardless of where your audience finds you?– Not just your logo.
How Can You Create Congruency?
• Define your Branding in terms of your audience value
• Utilise your web Platform that allows you to deliver your message with what your audience sees, hears, views, understands
http://www.mediabistro.com/
MISTAKE #4: No ConsistencyWhere Is Your Digital Strategy?
• What value are you delivering?• What are you best at?• Who is your customer? Who is your audience?• Are you appealing to ‘them’? • Are you relevant to them?• Are you delivering the same message?
What is A Core Digital Strategy?
Note to self: Social Media is NOT a Strategy
How Can You Create Consistency?
• Design your strategy, or strategic architecture that is based on your inherent value
• Answer the “WHY” – WHY would someone buy from you?– WHY should they care?
• Build your web platform that reinforces this value
• Utilise your digital ecosystem that delivers your strategy to directly to your audience
http://www.redbull.com/au/en
MISTAKE #5: No ConversionsWhat are you actually selling?
• Where is your conversion funnel?• NOT just for ecommerce sites, either• How are you getting leads?• Landing pages?• Audience/Buying Stages?• Gifts & Free Downloads• Part of your digital ecosystem?• About US – NOT about ‘me’• Have you automated?
Are You Missing 67% of Your Market?
The people that are perfect, ideal clients for you can be broken down into the following percentages:
• 3% - “ACTIVELY” Shopping & Ready To Buy• 7% - “OPEN” to You• 30% - “AWARE” for the future• 30% - Currently “UNCONSCIOUS” of You • 30% - NEVER
“Just because they are not actively shopping, doesn’t mean they will never buy from you!”
Definition of a Leads/Sales Funnel
How Can You Reach The 67%
• Identify Your BUYERS Cycle (NOT Sales Cycle)• Identify their Key Milestones & stages• Educate your audience with “Gifts” & “Free
Downloads”– Level 1: Checklist– Level 2: “How to” Selection– Level 3: Assessment or detailed guide
INFLUENCE To ACTION• Move your “fans” to your own website, your own
lists and own landings pages through your gifts and downloads, and of course, content
• Not about “engagement”• About INFLUENCE• Start with ‘About’ (page)
How Can You Create Conversions?
Anatomy of an Unforgettable About Page
Infographic created by Jonathan Mead – Copyright Playbook
The Mistakes: ReviewThe Missing 5 ‘Cs’ of Websites
1. No Connections• Where is your digital ecosystem? • Is it working FOR you?
2. No Content• Are you a do-er or a copy-er? • What story are you telling?
3. No Congruency• What is your brand about?• Are you delivering your company essence?
4. No Consistency• Where is your strategy?• How are you delivering your value?
5. No Conversions• What are you actually selling?• Are you moving your audience along their buying cycle?
The Process
What Is Digital Leadership?
• Authority– Brand credibility
• Influence– Brand “active” audience
• Knowledge– Expertise in your industry/niche– Combining all the elements of digital media
Stages of Digital Leadership
1. Start-up2. Awareness3. Understanding4. Leverage5. Maximise
Where Are You & Your Brand?
HOT Seat
• Where is your business on the digital leadership scale?
• Why?• What is
happening?• How can you make
it to the next stage?
7 Simple Steps
1. Create an overriding digital strategy2. Develop a clear content plan and roadmap to communicate with your audience3. 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
Your Working Digital Blueprint
1. Digital Discovery2. Content, Communication3. Community, Social &
Sharing4. Visual Branding & Videos5. Website alignment6. Sales/lead funnels7. Promotion, Advertising,
Analytics
The Tools
What Tools Do You Need To Overcome The 5 Mistakes
& 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• Understand the 5 BIG mistakes
The Best Tools
• Social & sharing• Analytics• Keyword research• Competitor Analysis
Be selective, be precise. What is your audience niche?
Content Tools To Implement
• Hootsuite• Buffer
Tools To Inform
• SocialBakers.com• Quantcast• Alexa• SEMrush
Tools to Measure
• Klout• Google Analytics• Twittercounter.com• trendcounter.com
What other tools do you use?
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A Few Last Words• Consistently deliver your value across your
entire digital ecosystem• Insights – Insights – Insights!• DON’T HARD SELL – INFLUENCE TO ACTION• 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? • EXPERIMENT & GET ACTIVE
• LIKE & Share others – It’s not ALL about you!
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)1 300 681 911 * [email protected] ü www.TheDigitalDelusion.com
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Tweet @doylebuehler #thedigitaldelusion#digitalleadership
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What’s Next?
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Thank You For Attending!
THANK YOU!
• Thank you for everyone who attended, who really wants to make a difference with their business online
• Special Thanks to SEMRush for hosting this webinar!
Are You Ready to “Click To Save The World”
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MISTAKE #2: No ContentAre you a do-er or a copy-er?
• What’s Your Content Plan?